TV Commercials: How to Make Them : Or, How Big Is the Boat?

Understanding how commercials are made is the key to doing it right. This descriptive book is a step-by-step guide on the mechanics of creating a commercial from a production perspective. Making commercials on all types of budgets is addressed. There is material describing the roles and dynamics of the key players: the producer/director, agency, and client. This book outlines the requirements of each group so that everyone can understand and appreciate each other's needs. * Learn to make more effective commercials on any budget* A comprehensive guide to production techniques for making commercials* Explains dynamics between client, agency, and producer "Understanding how commercials are made is the key to doing it right. no matter what kind of budget you're on, you'll benefit from this step-by-step overview of the mechanics of television commercial production. You'll find material describing the roles and dynamics of the key players: the producer/director, agency, and client. By understanding the requirements of each group, you'll understand their needs and have a successful, friction-free production." "Students of film and television production for whom the commercial is an ideal study tool will benefit from this book, as well both clients and advertising executives who want to know more about the total process."--BOOK JACKET Introduction -- Client -- Agency -- Preproduction -- Production -- Postproduction: Editing -- Post-plus-audio/graphics/animation -- Research -- Specialists -- Useful Forms And Reference Material. Ivan Cury. Includes Bibliography References And Index. I was a vice president, creative director, and junior partner in a retail advertising company in New York.