Excerpt from The Television Commercial How to Create and Produce, Effective Tv Advertising
The first edition of this book expressed a debt to the 200 advertising and film men who had made suggestions and criticisms of a prepublication edition.
On this new enlarged edition, the debt is more than doubled, for specific help has come from every phase of this growing industry. More than 100 new production still have been added, bringing the total to 189. The extensive photo credit list appears at the end of the book.
To the advertising agencies and advertisers, my debt obviously extends. At McCann-Erickson, Inc., where I supervised TV commercial production during the period their annual electronic billing rose from $20,000,000 to $105,000,000, special seminars and day-to-day production problems forced the creation of much of the new material; especially Chapter 17, which started as a check-list for McCann's London office as Britain went into commercial TV.
I am likewise indebted to Television Magazine for the right to reprint from my monthly column, as well as to other trade magazines for permission to reprint earlier articles.
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