Promoting a Benefit Concert with Digital Media

The introduction of digital media in mass communication and advertising had a powerful impact on the event planning industry, specifically in the promotion of benefit concerts. Not only can digital media promote an event, but it can also help event coordinators establish an image for themselves, be used as a means of benefiting those who have donated to the cause, and enhance the event itself. All digital media can be put into several different classifications: digital audio, digital video, digital photography, Internet technology, and interactive Internet applications. This study asks the question: In what ways can an event planner use digital media technology to both promote and enhance a benefit concert? To explore and analyze this, digital media of all types was created to promote and enhance an event on the campus of California Polytechnic University of San Luis Obispo, called the Love Out Loud Concert. Then Descriptive Research, more specifically a survey and case study, and Content Analysis were used to measure the effectiveness of each of the types of media