Marketing With Digital Video
How To Create A Winning Video For
Your Small Business or Non-Profit
Table of Contents
Go to the book
Contents
About the Author
Preface
Acknowledgments
Foreword
Chapter 1 - The Elements Of Video
1
* Why Video * Learn From Great TV Commercials * The Video Script * Three Basic Shots * Computer Text & Graphics * Transitions * Music & Narration * Synch Sound * Sound Effects
Chapter 2 - Scenes From A Marketing Video
19
* Still Photos * Testimonials * Manufacturing * Products and Services in Action * President’s Message * The Re-enactment * Computer Scenes * The People of Acme
Chapter 3 - Script Preliminaries 33
* Audience * Viewing Environment * Goal * Printed Materials * Foreign & Domestic Distribution * Updating the Video
Chapter 4 - Writing The Script 47
* Brainstorm the First Pass with Eight Possible Scenes * Script Formats * The Rewrite * Structure and Story * Narration * Second Rewrite * Script Miscellany * Stock Footage * End Credits
Chapter 5 - Producing The Script 61
* Job Description * Low Budget Approach * Video Formats * Video Compression Schemes * The Production Business * Hiring a Cameraman * Five Sources for Freelancers * The Sample Reel * Hiring an Editor * Budgets * Planning For the Edit * Letter of Agreement * Gaffers, Grips and Others
Chapter 6 - Preproduction Planning 89
* Location Scouting * Planning Light, Electricity and Sound * Filming Product Shots, Computers And “Real People” * Teleprompters and Cue Cards * Clothing, Makeup and Manicures * Colors and Contrast * Casting Professional Actors * Narrators * The Schedule * Free Publicity
Chapter 7 - Shooting/Production 111
* Camera Basics * The Three C’s: Composition, Coverage and Continuity * Inserts and Cutaways * The Dramatic Axis * Shooting for the Edit * Essentials of Lighting * Classic Lighting * Hard and Soft Light * Sound Recording
Chapter 8 - The Nonlinear Edit System 139
* The Editing Computer * Computer Habits * Logging Raw Footage * Time Code * Straight Cut Edit * Audio Editing * Eye Candy - Titles and Graphics * Alpha Channel * Chroma Key Magic *Key Frames * Offline and Online Editing
Chapter 9 - The Art Of Editing 161
* A Trial Cut without Sound * The Script as Edit Guide * Manipulating Time * Cutting Around Problems * The Match Cut * The Jump Cut * Cutting on Motion * Joining Scenes * Parallel Cutting * Flashback * Montage * Mis-en-scene * Scenes that Don’t Work * The First Rough Cut
Chapter 10 - Sound Editing And Advanced Graphics 181
* Editing Dialogue * Scratch Track Narration * Music * Copyrighted Music * Buy-out Music Libraries * Professional Narrators * Audio Editing and Sweetening Software * A Master of Sound Editing * Animation and Motion Graphics* Animatics * Compositing * Rotoscoping
Chapter 11 - Cable TV and the Web 197
* Broadcast Quality * TV Advertising * Public Service Announcements * Telethons * Video News Release * Public Access *Leased Access * Infomercials * TV Trivia * Marketing With Video on the Web * Building a Business on the Web
Chapter 12 - Training, E-Learning, and More 221
* Training With Video * E-Learning * Simple Technique for Producing a Video * Orientation Video * Training Customers * In-house Video Studio * Buying Used Equipment * Marketing by CD ROM * Duplication and Replication * Family History on Video * Stay Tuned
Appendix.............................................................................. 237
Resources and Products ......................................................237
Glossary ............................................................................. 243
Releases.............................................................................. 251
Index......................................................................................254
Order Form...........................................................................260
Available from:
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Bristol, RI 02809
VOICE (401) 253-2800
FAX (401) 396-9132
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