A Digital Production Marketing Guide for Advertisers, Journalists, and Public Relations Professionals Fornelli, Paul Dr creator author. editor. Mahler, Jody author. text cau 2019 2019 First Edition monographic eng

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viii, 349 pages : colour illustrations, colour photographs ; 25 cm "Viral Media: A Digital Production Marketing Guide for Advertisers, Journalists, and Public Relations Professionals demonstrates how to integrate multiple forms of media into a successful ad campaign, newscast, promotional event, TV show, or feature film so that the content stands out and gains attention in a world oversaturated with media. Section I provides students with an overview of the main stages of the digital media production process, discusses personnel involved at its various stages, and explains how to develop collaborative team goals and evaluate a creative concept. Section II explores the essential duties and responsibilities of a crew during the production and post-production stages, detailing production techniques, equipment usage, and necessary editing skills. Section III reveals techniques to increase word-of-mouth interest and the type of content needed to engage a target audience. Section IV outlines ethical standards of journalistic behavior. Section V features case studies of business-initiated viral marketing successes, spotlighting campaigns from Coca-Cola, McDonald's, Capital One, and more. Viral Media is well suited for undergraduate and graduate courses in mass communication, broadcasting, creative media, media studies, marketing, and film, television, and media production"--Publisher adult Written by Dr. Paul Fornelli and Jody Mahler ; Edited by Dr. Paul Fornelli. Internet marketing Viral marketing Digital media Production and direction 658.872 9781516590568 PPAK 210419 20210419093411.0 eng