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.
A 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.