Business screen magazine (1959)

} The Men Who Help Guide A-V Programs In Leading Industries Present Their Experienced Viewpoints: How We Can Upgrade AudioVisual Activities in Our Companies Copyright 1959 by Business Screen Magazines, Inc. .\ 11/7//,//); / \l,>iiis: LET MANAGEMENT KNOW OF PLANS— AND RESULTS ■5^ In Older for top management to recognize the impact of the effectiveness in training and in sales promotion of audio-visual programs, it is the responsibility of those producing such material to properly present the program and also be ready to supply tangible evidence of the efl'ectiveness of the effort. This means that in the pre-marketing phase of any product, there is the real obligation to plan for the intriiduction of the product and also for creation of the demand. While pre-marketing programs are being formulated, those responsible for the audio-visual activities must take time to prepare a good presentation on the treatment of the problem through aiiilio-visiial aids. We should keep in mind the real im|iortance of properly formulating, presenting and selling the project to management. After the program is approved, the product introduced, it is also equally important for us to show evidence of acceptance and effectiveness of this part of the promotional and selling program. Under no circumstances should there be any compromise on the purpose of the audio-visual project. At the time that the program is presentcil to management, there must be a single objective for the whole project. Too often, there is a temptation to consolidate several reciuiremcnts into one film, with the result that none is completely successful. Management today is bcconnng aware of the impact of audiovisual programs and it is our responsibility to present this material and the appropriate follow-up in a manner to result in mutual benefits for our departments and our companies. — William E. Morris Professional Services Manager Baxter Laboratories. Inc. Jciy B. Ciordon: MEET INDUSTRY'S NEEDS AND UPGRADING FOLLOWS A' Audio-visual comiiumicalion is the most potent force for the dissemination of intelligence ever invented. It is an obligation of all creative audio-visual personnel to become proficient in the arts and skills necessary to produce efi'ective audio visuals economically and on time. Management expects quality, efficiency and dispatch in all its enterprises. Audio-visuals in the service of industry, to deserve upgrading, must serve the needs of industry. We must live up to the requirements of audio-visual commiuiication. must establish and defend its standards, and contribute to the confidence management has in any enterprise which bears the sweet fruit of practicality. — Jay B. Gordon. Supervisor Motion Pictures, A-V Aids, North American Aviation. Inc. Autonetics Division MY SIX BASIC PRECEPTS FOR OUR FILM PROGRAM M We can help up-grade audiovisuals in American business by following the six basic precepts which have helped me steer my own course. Change the order to suit your problems but here they are: 1. Keep in minil the Inisic pur pose of your film production while it is being made; keep it constantly aimed on this target. 2. Always strive for quality but avoid making "quality" the prime objective to the detriment of purposeful content. 3. Always remember that your picture is going to be viewed by human beings — not machines. If it isn't interesting, it isn't anything. 4. Always remember, too. that the chief virtue of "the picture with a purpose" is it's practicability. Inspiration, art, talent, and knowhow must be combined in proper measure to insure a picture that will do the job for which it was intended. 6. Finally . . . make sure that management knows what you are doing. A "premiere" of the new picture for management is probably its most important single showing. — Vincent H. Hunter, Manager Motion Picture Bureau LTnion Pacific Railroad Company William H. Biich: SIMPLIFY, BE CREATIVE AND EDUCATE THE USERS hi In motion pictures we will plan more ellective use of films by demonstrating how they can help by simplifying booking procedures, by teaching projection techniques, and by acquainting salesmen more thoroughly with film subject matter. In the visual presentations, we plan to use a greater variety of audio-visual techniques, consult with participants at the earliest stages to permit guidance on use of visuals, use fresh and imaginative art conceptions to avoid sameness and sterility and also strive for simplicity to achieve better communication. — W. H. Buch. Asst Mgr. Sales Promotion Lederle Laboratories 42 BUSINESS SCREEN M.\G.-VZINE