Designing and Producing the Television Commercial explains the business, art, and technology of creating a commercial from the development of the client's message to postproduction. This text is ideal for readers who want to become producers, directors, or writers at an advertising agency, production company, or with an advertiser.
Each chapter contains “Discussion Questions,” “Recommended Reading,” “Recommended Web Site,” and “Notes.”
Preface. 1. TV Commercials and the People Who Make Them.
What Is a TV Commercial?
Case Study.
Components of the Commercial.
Class Exercise.
The TV Commercial in Society.
Who Makes Television Commercials?
Overview of the Process.
Profile of an Account Executive: Pennie Gorney.
2. The TV Commercial Industry.
The Business Model.
A Little History About Broadcasting.
The Birth of the TV Commercial.
Rules, Regulations, and Strong Suggestions.
Looking to the Future.
3. Advertising Research and Strategy.
Marketing and Advertising Research.
Who Plays the Ad Game?
4. Creative Development.
The Creative Team.
Profile of a Writer: Danielle Teschner.
The Starting Points of the Creative Concept.
The Creative Concept.
The Theme.
The Style.
Class Exercise.
Writing and Design.
Focus Group.
Concept Modification.
The Client Pitch Meeting.
5. Selecting the Director.
The Commercial Pool.
Production Companies and Directors.
The Bidding Process.
6. The Client Estimate.
The Agency Production Team.
The Client Estimate.
Other Production Costs.
Preparation and Delivery of the Client Production Estimate.
7. Pre-Production.
Pre-Production Tasks—In Brief.
Pre-Production Tasks—In Detail.
8. Shooting the Commercial.
The Chronology of the Shoot.
Build Days and Pre-Light.
The Crew.
The Day of the Shoot.
Shooting to the Board.
Back to Shooting.
The Role of the Client and Agency.
Communication on the Set.
Breakdown and Wrap.
9. Sound, Graphics, Special Effects, and Animation.
Sound Basics.
Graphics Basics.
Graphics, Special Effects, and Animation Design and Production.
10. Postproduction.
Film Editing.
Analog Tape Editing.
Digital Postproduction.
Editing Aesthetics.
Agency Review.
Final Output.
11. The Wrap.
Traffic.
Wrapping up Business.
Talent Rights.
Holding Fees and Residual Payments.
Summary.
Glossary. Bibliography. 
