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OverviewViral 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. Full Product DetailsAuthor: Paul Fornelli , Jody MahlerPublisher: Cognella, Inc Imprint: Cognella, Inc Weight: 0.633kg ISBN: 9781516590568ISBN 10: 1516590562 Pages: 364 Publication Date: 30 December 2018 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsReviewsAuthor InformationA member of the University Film & Video Association, Dr. Paul Fornelli earned his M.F.A. in broadcast production from Loyola Marymount University. He is the owner of Blatant Image Group and holds a doctorate in organizational leadership with an emphasis on social media use in nonprofit organizations. Jody Mahler is an independent video game producer, motion graphics designer, visual effects artist, and application developer. He is an instructor at California State University-Dominguez Hills, where he teaches courses in video and audio digital media production. Tab Content 6Author Website:Countries AvailableAll regions |
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