Marketing With Digital Video, Table of Contents

How To Create A Winning Video For

Your Small Business or Non-Profit

Table of Contents

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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

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