000			02410nam a2200301 i 4500
003			OSt
005			20210419093411.0
008			210419t20192019cauao e 000 0 eng d
020			_a9781516590568 _cRM502.74 _qpaperback
040			_aPPAK _beng _cPPAK _erda
082	0	4	_223 _a658.872
090	0	0	_a658.872 _bFOR _dR
100	1		_aFornelli, Paul, _cDr., _eauthor. _eeditor.
245	1	0	_aViral Media : _bA Digital Production Marketing Guide for Advertisers, Journalists, and Public Relations Professionals / _cWritten by Dr. Paul Fornelli and Jody Mahler ; Edited by Dr. Paul Fornelli.
250			_aFirst Edition
264		1	_a[San Diego, CA] : _bCognella, _c[2019]
264		4	_c©2019
300			_aviii, 349 pages : _bcolour illustrations, colour photographs ; _c25 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
520			_a"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
650	1	0	_aInternet marketing.
650	2	0	_aViral marketing.
650	2	0	_aDigital media _vProduction and direction.
700	1		_aMahler, Jody, _eauthor.
942			_2ddc _cB
999			_c183510 _d183510