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be bothered giving it full and careful attention.
3. Preferably a man who has had a year of close contact with advertising philosophy. It takes about that long for a film man schooled in entertainment alone to acquire selling reactions. For example, immediate product identification and ;i forthrighl i rather than oblique) selling pitch are accepted techniques.
The producers facilities should include:
1. A sound stage with overhead and side lighting, microphones (an overhead "'boom" mike if lip-synch is desired) and some basic sets.
2. A 35mm movie camera, if high qualit) is desired. The best possible 16mm equipment if shooting is not done on li.'iinin film.
3. An "adequate" staff which includes cameramen and directors of many years' experience in film-making.
4. Sufficient financial backing so that the commercial or commercials will be finished even if the production runs into expensive snags. Film production is not cheap and several bad breaks in succession could ruin a small company, and your commercials.
Many of the points listed, which do not pretend to be complete, can be looked into quickly. And there are other ways of checking a producer: by examining his past work for other clients and by examining his bid on a specific script.
Frank Bibas, McCann-Erickson film director, explains how he sizes up a producer from the bid offered him. ''Motion picture costs are standard: there is no mystery about them. By looking at a script I can tell very closely what it should cost. If one producer's bid looks too high, I ask him how he intends handling each scene to see whether his plans are too elaborate or if the asking price is sinipl\ unjustified. If his bid is lower than I've estimated. I try to find out where he expects to cut corners in order to save money."
Here is sponsor's breakdown of a hypothetical one-minute live-action TV film commercial as a producer might biock it out. It would be a simple production with one actor, a single act, and voice-over recording: Talent ( one actor, one announcer) . $100 Camera crew (one day's shooting] 150
Rentals of props and sets ... 150
23 OCTOBER 1950
WIBC
Indiana's First and Only
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Within WIBC's 0.5 MV contour live 1,068,166 radio families* . . . with total buying power of $4,985,952,850.00.**
*1949 BMB **1950 Sales Management Survey of Buying Power
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1070 KC
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