How To Produce Effective TV Commercials (Hardcover)

by Hooper White (Author) "I once compared producing a TV commercial to writing a story on a block of ice..." (more)
Key Phrases: man days amount, assistant camera person, voiceover announcer, New York, United Airlines, Leo Burnett (more...)

Editorial Reviews

Product Description
Praise for How to Produce Effective TV Commercials Hooper White is unique in the world of television production. In addition to being a great creative, he understands the business side of production. He has produced some of the all-time great commercials and has helped us through the intricacies of the cost of television commercials." -- John E. Ruhaak, Vice President Advertising and Promotion, United Airlines Hooper White is indeed a rare avis . . . a commercial producer who is neither an agency salesman/an apologist nor a client cost-cutting crusader. His book is excellent for both the novice and the experienced practitioner." -- Rob Klugman, Vice President Corporate Development, Adolph Coors Brewing Company "For many years Hooper White has enhanced the impact and cost-effectiveness of our TV commercials. The latest edition of his book is very comprehensive, readable, up-to-the-minute, and based on years of hands-on experience. It's simply the best reference of its kind." -- Jay Qualman, General Director of Advertising Buick Motor Division, General Motors Corporation

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.

• Hardcover: 304 pages
• Publisher: McGraw-Hill; 3 edition (January 11, 1994)
• Language: English
• ISBN-10: 0844230170
• ISBN-13: 978-0844230177
• Product Dimensions: 10.3 x 7.3 x 1 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: No customer reviews yet. Be the first.
• Amazon.com Sales Rank: #1,407,357 in Books (See Bestsellers in Books)
  
  (Publishers and authors: Improve Your Sales)
• Also Available in: Hardcover (2Rev Ed) |  |  All Editions