Advertising photography: a straightforward guide to a complex industry

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Author:

Lesko, Lou

Publisher:

Thomson Course Technology

Publication Date:

[2008]

Language:

English

Aims Greeley Circulation

TR690.4 .L46 2008

Pub. Date	Publisher	Physical Desc.	Availability
[2008]	Thomson Course Technology	xiii, 241 pages : illustrations (some color) ; 19 x 24 cm	On Shelf Aims Greeley Circulation TR690.4 .L46 2008	More Info

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From the Book
Introduction -- 1. Getting started -- Getting an education and finding your genre -- I'm just working here to pay my bills -- Where to work until you're really working -- Working as a photographer -- Working in a rental house -- Working in a lab -- Assisting -- Getting into the zone -- It's okay if they don't like you, as long as they don't hate you -- Getting noticed -- How I got started -- So how do you get started? -- Start locally, think globally -- Traps to avoid -- Spotlight shooter : Michele Clement -- 2. The players -- Wackadoo -- The client -- The agency -- The creative director -- The art directors -- The art buyers -- The writers -- The account executive -- The ad campaign -- Looking for the messenger -- I dunno, what do you think? -- Don't count your chickens -- Okay, now what do you really think? -- Celebrate immediately -- Are your ears burning? -- The bottom line -- Celebrate immediately, part II -- Spotlight shooter : Brie Childers -- 3. The structure of a bid -- Bid versus estimate -- Bid/estimate terms -- Usage licenses -- Usage licenses adapted for the Web -- Get the balance right -- Invoice terms -- Terms and conditions -- Structure of a bid -- Fees -- School of thought A : combine the creative fees and usage fees -- School of thought B : separate your creative fee from your usage fees -- Other fees to consider -- Expenses -- Bidding below the belt -- Anthony's digital solution (DSF) -- Talent fees -- The paper trail -- Spotlight shooter : John Lund -- 4. Bid psychology -- The comparative versus competitive bid -- Determining a fair bid -- How much am I worth? -- Money, money, everywhere -- The most amazing thing of all, I get paid for doing this -- Six steps of self-worth -- Help with pricing -- Don't ask me about the numbers -- Bidding consultants -- It's bound to happen -- Spotlight Shooter : Bill Sumner --
5. The bid revision -- Listen to the client -- Try to leave your money alone -- Working the numbers and eating well -- How Much is that gear really going to cost me? -- Hard to soft -- Shop around -- Don't get caught -- A la carte -- Last resort tactics -- Killing line items -- Make sure the client is educated -- Touching your fees -- A word about padding your bid -- Walk away! -- Spotlight shooter : Gil Smith -- 6. When the job awards -- Bureaucracy and paperwork -- Terms and conditions -- Getting your advance -- Issues to settle before pre-production -- Have a credit card (with room) -- You need insurance to rent equipment, studios, cars, and get location permits -- You need petty cash -- A good head on your shoulders -- Spotlight shooter : Cig Harvey -- 7. Pre-production -- Casting -- Casting from cards -- Taking it to the street -- That's gonna cost extra -- The go see -- Talent availability -- Location, location, location -- No insurance, no permit -- Crewing up -- Prep and wrap -- You'll have to talk to my agency --Locking things up -- 24 hours before the shoot -- Spotlight shooter : Mark Leet -- 8. The shoot -- Shoot, day 1 -- Shoot, day 2 -- Calling the wrap -- Running a set -- Let me give that a try -- Wanna talk about it? -- Let me tell you why I've asked you all here today -- Hire good captains -- Hire good lieutenants -- One voice to rule them all -- Sometimes you have to be a jerk -- I want to be alone -- Style breeds success -- Spotlight shooter : Caren Alpert -- 9. Post-production and delivery -- Are you a post-production photographer or not? -- Delivery methods -- FTP -- Hard drives -- Online storage services -- It absolutely positively has to be there -- Invoicing -- Check your work -- Include all the required information only -- Late fees and collecting your money -- Be nice, it's not their fault -- When the money's not there -- Spotlight shooter : Mark Leibowitz --
10. Cash flow and good business practices
Waste not, want not
I'll pay you back on the second Tuesday of next week
Creative financing or financing for creatives
Everything is negotiable, vendors
Everything is negotiable, clients
Know where you stand
Six tips for optimizing cash flow
Managing your money
Good business practices
Checks and balances
Test your people
Be cool, there's a solution
Take care of your people
Pay quickly
Be bold, then follow through
Setting up shop
basic advice for starting your business
Spotlight shooter : Paul Elledge
11. Sex, money, and drama
My first magazine cover shoot
Blah, blah, blah
What?
Was I really that bad?
Politics happen
What they don't know can't come back and bite you
Keep your mouth shut
Be aware of how you are seen
Be aware of your dramatic actions
Money, money, money
When do you fight, and when do you walk away?
Occasionally, you get a bone
Spotlight shooter : Anthony Nex
12. It's all in your head
What do you do all day?
Avoiding the freelance pitfalls
Pitfall : shooting everything except what you need
Pitfall : soon I'll be an expert
Pitfall : well, now that it's Thursday
Pitfall : the meetings
Pitfall : your portfolio is still not done
Time management for the Bohemian
The dreaded to-do list
So what do you put on the to-do list?
Technology stress
Any given Monday
The sign of the times
Give it to me straight, doc
Walking and chewing gum, and printing pictures, and answering email, and buying plane tickets
That sure is a big toolkit
Hope on the horizon
Your ego
Open your mind
Spotlight shooter : Ross Pelton
13. Brand identity
Oh look, it's a brand
Remember, it's still about the work
Try it yourself first
The primary element
the logo
When are you done?
The secondary element
the color palette
Bringing it together
Change is good?
Change is bad?
Complete makeover
Staying relevant
The art of reinvention
14. That's a wrap!
War zone
Dark, beautiful, and useless
Brazil
Could you repeat that?
If you do this for me, the reward will be
That's a wrap
Index.

Subjects

Advertising photography
Business methods
Photography
Photography -- Business methods

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Contributors:

Lane, Bobbi

ISBN:

9781598634068

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Grouping Information

Grouped Work ID	267e21b6-3add-932a-4835-ef451e196590
Grouping Title	advertising photography a straightforward guide to a complex industry
Grouping Author	lou lesko
Grouping Category	book
Grouping Language	English (eng)
Last Grouping Update	2025-01-20 05:41:28AM
Last Indexed	2025-01-20 05:43:37AM

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TR690.4 .L46 2008

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Aims Community College - Greeley

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9781598634068

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2008

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Thomson Course Technology

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Photography -- Business methods

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Advertising photography : a straightforward guide to a complex industry

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Advertising photography : a straightforward guide to a complex industry / by Lou Lesko ; with Bobbi Lane

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Advertising photography

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a straightforward guide to a complex industry

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Advertising photography
Business methods
Photography

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Advertising photography: a straightforward guide to a complex industry

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