From the course: Storytelling for Advertising Campaigns

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Kansas City Regional Association of Realtors campaign introduction

Kansas City Regional Association of Realtors campaign introduction

From the course: Storytelling for Advertising Campaigns

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Kansas City Regional Association of Realtors campaign introduction

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- So far we've discussed story principles and philosophy. Now it's time to look at story in application. There are so many ways in which story can be applied within a marketing and advertising role. It'd be impossible to cover them all. Many of us have seen story play out in long form linear narratives as video, mostly designed to be social content. But in the context of a campaign, story doesn't have to be that specific. Stories can play out across an entire integrated campaign with each element either building on the story or deepening the story beats. The story doesn't have to be told in its entirety within every element of the campaign. The other significant issue that comes into play is budget. Most of you don't have giant budgets to apply to the development of a story, and that's okay. As long as we're keeping in mind the principles we discussed in this course, story doesn't have to be expensive. With these in mind, I'm going to show you how story plays out across a simple…

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