作 者：Hooper White
出 版 社：McGraw-Hil
I S B N：9780844230177
From the Back Cover
How to Produce Effective TV Commercials arms you with all the tools you need to challenge one of the basic assumptions of advertising--that you must spend a lot of money to create and produce a successful television commercial. Hooper White, the leading broadcast production expert of our time, states the premise clearly and simply: "Big ideas do not have a direct relationship to production cost." And White does more than just tell you. In 300 practical, easy-to-understand pages he shows you, step by step, how to produce commercials that maximize creative impact at the lowest possible cost. With White's expert guidance you will produce commercials that are on-strategy and on-budget every time. How to Produce Effective TV Commercials shows you:
How to work effectively with your creative team.
How to plan ahead to know what you can afford.
How to pick the right techniques to express your idea effectively and carry out your strategy.
How to choose the best spokesperson to represent your product.
How to know which techniques--music, animation, live action, computer graphics--will work best with different creative strategies.
How to review and evaluate your commercial at every pre- and post-production stage.
How to know when such special effects as "morphing" and "first-generation layering" will make your message stand out from the crowd.
How to cut through "production-ese" with a 12-page glossary of production and creative terms.
How to manage the entire process for success with 25 pages of the forms and checklists that the pros use to hire talent, pre-plan the production process, control post-production costs, and ensure a high-quality finished product.