Making Creativity Accountable: How Successful Advertisers Manage Their Television and Print » (1st Edition)

RON HARDING is President of Harding & Company, a consulting firm specializing in advertising and communications.

Shows how advertisers can control agency costs without sacrificing creativity.

Preface

Introduction

Clarifying Advertising Purpose and Costs

Developing a Creativity-Cost Equation

Enlisting Agency Support

What Should a Commercial Cost?

Turning Knowledge into Action: The Spending Plan

Controlling Time: The Project Initiation Form

Copy and Cost Success

Cutting the Costs of Test Commercials

Cutting Costs at the Storyboard Stage

The Roles of the Writer, Art Director, and Producer

Moving into the Production Process

Setting the Pre-Production Agenda

Cutting Costs at the Specifications Stage

Buying Options: Firm Bid and Cost Plus Fixed Fee

Overscale Talent and Print Models

The AICP Form

Cutting Costs of the Individual Commercial

Ensuring a Successful Shooting: The Pre-Production Meeting

Managing a Cost-Effective Shooting

Editing Disciplines and Cost Control

Final Costs: Actual versus Estimated

Creative, Production and Cost Controls in Print

Some Final Thoughts

Appendix A: AICP Videotape Production Cost Summary

Appendix B: AICP Glossary

Appendix C: AICE Post-Production Cost Summary

Appendix D: Glossary

Appendix E: The Three-Legged Stool: An Advertiser Looks at Cost Control

Index