Resource link:
Link:/s/1_ mj5vrkmbg493qiqn1tbww
Extraction code: zdph title: story economics
Author: [America] robert mckee
Translator: Tao Wei
Douban score: 7. 1
Publishing House: Tianjin People's Publishing House
Publication year: 20 18-6- 1
Page count: 264
Content abstract: "Why is the advertisement of iPhone very good, but the advertisement of Uber failed?"
Robert mckee, the godfather of Hollywood screenwriter, leads readers back to the Franklin era when the advertising era began, analyzes the rise and fall of advertising marketing from the source, and asks why people no longer believe in advertising in the post-advertising era. Find the answer to this extreme question.
In the post-advertising era, consumers believe in stories more than exaggerated and false promises. Consumers' counterattack and aversion to the old advertising model prompted the reform of advertising marketing. Mackey will lead readers to analyze the widely acclaimed What's the matter with Owen, Misunderstanding of Apple and Click, Baby, Click! And other well-known advertising activities, put forward solutions for the dilemma of advertising marketing, and build an ideal marketing story.
Through the case analysis of Coca-Cola and Red Bull, IBM, Google and Apple. , can let readers understand how to correctly integrate the pull of the story into marketing, brand, advertising and sales. By analyzing the changes of these giants who represent the forefront of the industry, we can let marketers who master story skills shape the future of brand stories in the coming new technological changes.
Marketers who finally master story skills will innovate the future, sow seeds and reap eternal gifts.
About the authors: robert mckee, robert mckee.
1941/kloc-0 was born in Detroit, USA on October 30th, and is a playwright and screenwriter coach. He won the BAFTA Award for his series "Sue Citizen Kane". 198 1 year, McKee was invited by the University of Southern California to start a "story" training course, and then founded a global writing training institution with more than 6,543,800 students. Among them, 60 people won the Oscar Award, 200 people won the American TV Emmy Award, 100 people won the American Writers Association Award, and 50 people won the American Directors Association Award.
As a project consultant, McKee was employed by Warner Bros., 20th Century Fox, Sony, CBS, MTV and other film and television companies. Pixar Animation Studio, Disney, Paramount, BBC and MNET also regularly send creative teams to participate in the Story Club training. Other organizations that invited McKee to speak included McKinsey, Microsoft, Nike, University of Michigan Business School, Wells Fargo, BOLDT Architects and the Houston headquarters of NASA.
Thomas grace
1970 65438+February 2 1 Born in Pittsburgh, USA, he is an expert in content marketing. 1993 graduated from Harvard University with a major in social studies, and was the first senior analyst in Harvard Business School to study the Internet. 1996, he founded Be Free, invented two patents, and accurately placed commercial advertisements for computer users. Partners include Microsoft, Dell, Yi Bei, time warner Inc., AOL, Barnes & Noble, etc. , and received $200 million in financing, while doing business in the United States and Europe.
translator
Taowa
Born in 1985, filmmaker and freelance translator.
Peking University holds a bachelor's degree in film and television director and economics, and a master's degree in communication management from the University of Southern California.
I have worked in Los Angeles, new york, Tokyo and Beijing, and translated the lost horizon, the weakness of human nature, the advantages of human nature, where are you, and the cat who wants to be human.