Award-Winning Documentary Filmmaker, Jeff Mustard, Speaks at the Society of Florida Archivists Annual Convention, Discusses Documentary Filmmaking for Historic Preservation

Boca Raton, Florida…Ever wonder what it takes to make a historical documentary? Attendees of this year’s Annual Conference of the Society of Florida Archivists will learn just that during a presentation by multiple-award winning writer/producer /director, Jeff Mustard. Mustard, the Founder and Executive Producer of www.TheDocumentaryFilmmakers.com, a film and television production company that specializes in documentary filmmaking, will be speaking to the State of Florida’s leading archivists, historians and preservationists at this year’s annual conference at the Hyatt Hotel, Sarasota, Florida May 1st – 4th.

Every year, archivists from around the State of Florida gather to meet, compare notes, and discuss the latest ideas and technologies as well as methodologies and best-practices for “preserving history.” This year, among the roster of highly skilled professionals in this very specialized and technical arena, The Documentary Producers Founder and Executive Producer, Jeff Mustard will be discussing the company’s latest historical documentary video production, “Race Against Time” a specialty film project that emphasizes the importance of historians, archivists and preservationists for preserving what Mustard terms the “Critical Three P’s” – People, Property and Prints from death, damage and destruction.”

“Race Against Time” – A Specialty Film – Watch the “Behind the Scenes” Slide Show

“With deepening financial cutbacks across the board and reduced funding at both governmental and private levels, now more than ever it is important to be able to make a compelling argument to benefactors and others whose support is critical to enabling historical organizations to communicate the “need, importance and value of preserving history – and most importantly, doing it NOW,” says Mustard who is also a Writer/Producer/Creative Director and President of the multiple award-winning company, The Bamboo Agency, (www.TheBambooAgency.com), a full-service advertising/marketing/public relations firm. To see the “Behind the Scenes Slide show of this historical documentary filmmaking project currently in progress, click here: (insert link to slide show)

“The Critical Three P’s in Preserving History – People, Property & Prints”

In his presentation to Florida’s leading archivists and documentarians at their Annual Convention, Jeff Mustard will share his insights and production expertise into the documentary filmmaking process, intercutting clips of his award-winning film, Deerfield Days, with a unique and insightful PowerPoint presentation that focuses on preserving the critical “Three P’s”  in the race against time as these resources are the last vestiges of historical assets that are subject to loss with each passing year through death, damage and destruction.”  Says Mustard: “Attendees will leave invigorated and empowered, refreshed and reenergized with new thoughts, ideas and approaches to the essential role archivists play in historic preservation and the power, excitement and effectiveness of producing a historical documentary brings to the community not just for today, but for generations to come.”

About the Society of Florida Archivists
The objectives of the Society are to promote cooperation and the exchange of information among individuals and institutions interested in the preservation and use of archival and manuscript materials; to disseminate information on research materials and archival methodology; to provide a forum for the discussion of matters of common concern; to foster a better public understanding of the nature and value of archival operations and holdings; and to cooperate with local, state, regional, national, international archival organizations in supporting their objectives, and with cultural and educational organizations having a mutual interest in the preservation and use of recorded heritage.

About TheDocumentaryProducers

www.TheDocumentaryProducers.com is  a film and television video production company consisting of multiple-award winning writers/producers/directors/filmmakers who not only specialize in the unique arena of documentary filmmaking, but whose wide range of talents and expertise in all aspects film, television and video production have jointly and collectively produced the highest quality broadcast and non-broadcast projects for television stations, cable networks and some of the world’s largest companies and brands across an extraordinary array of business categories and sectors.

Media Contact:  Jeff Mustard |Phone:  954-801-8263 | email:  jeff@thedocumentaryproducers.com

Film Company/Production Website: www.TheDocumentaryProducers.com

Advertising Agency Website:  www.TheBambooAgency.com

Carnival Cruise Floats Settlement Offer to Costa Concordia Passengers: Burson-Marsteller Bestows Brilliant Crisis Counseling for Client, Carnival Cruise Lines

Timing is everything and from the beginning, since the Costa Concordia Ship disaster began, Carnival Cruise lines have had time on their side. From the ship sinking, at 10 PM on Friday, January 13th, followed by a three-day reprieve with the stock market not opening for a full day of trading until four days after their disaster. While the ship sinking and the crisis that ensued clearly meets the definition of a disaster, purely from a public relations and crisis management point of view, veteran public relations expert Jeff Mustard offers intuitive and insightful analysis of the crisis communications management strategies that Carnival has implemented under the direction of its publicly announced hiring of Burson-Marsteller.

By definition, Crisis Management, is “the act, manner, or practice of managing, supervising or controlling” a situation, protecting a company’s name, brand and consumer loyalty, preserving its reputation as much as its shareholder stock, and mitigating or minimizing to as much a degree as possible negative consumer public perceptions. In this regard, by all accounts Burson-Marsteller, the public relations company called in to handle the ship sinking disaster on the third day of the accident on behalf of Carnival Cruise Lines is performing brilliantly in their handling of the Costa Concordia Ship Sinking Disaster.

Mixed Opinions on Crisis PR Management: Bottom Line, Stock has Stabilized

“There have been mixed opinions about what Carnival has done right, what is has done wrong and how it might have handled things better or different, from all sorts of pundits, public relations professionals, members of the media and certainly the public,” says Jeff Mustard, a veteran public relations professional and the president of The Bamboo Agency, (www.TheBambooAgency.com) a full service advertising and marketing firm that specializes in public relations.

Regardless of all of these opinions Mustard points to one absolute indisputable fundamental benchmark about how a company fares in the wake of a crisis. What is that status of the stock? While there is still a long way to go regarding unfolding developments for both Costa Cruise and Carnival, in the early term, and on this note, Carnival is in a “contained” situation.  While the stock initially sank by 14%, it then recovered within days and is hovering around the $30 share mark, a little more than 10% off its high prior to the accident. Not bad for a company that could be facing the write off of a $450 million cruise ship and a still unknown value in lawsuits.   Losses have been estimated in the range of anywhere from $150 million to $1 billion.  Then there are the implications to the cruise industry in general, no small consideration in this entire crisis equation. And yet, by in large, despite some media murmurings here and there, Carnival as a company has done a superb job of maintaining its distance from Costa, a clear objective of the company that has been met with varied criticism, but to great effect.

Read the Case Study, Part IV Now:  CarnivalCruiseCrisis_SettlementOffer_BursonMarsteller_Case Study Part 4

Communications Expert, Public Relations Professional Publishes Part IV, Crisis Communications Case Study of the Carnival Cruise Ship Crisis

There are myriad issues and multiple constituencies that a company and its crisis management team must be concerned with and address in the hours, days and weeks as a crisis is unfolding in real-time and Mustard, a public relations professional who has handled numerous crises situations for clients, has been a close observer of the ship disaster. The South Florida-based publicist, who has captured tens of millions of dollars of media exposure for his clients,  has just published his fourth report, a 12-page Crisis Communications Case Study that lends his critical eye and expert analysis to a total of four cases studies produced since the Costa Concordia flipped on its side causing one of the greatest maritime disasters in about a century.  This Part IV Crisis Communications Case Study examines the public relations, the politics and the crisis communications messaging of Carnival. It delves behind the scenes of Carnival’s Settlement offer and it discusses the logic behind the lack of visibility of Carnival CEO, Micky Arison and then the tactical reemergence of the billionaire businessman, Arison, first seen by the public and the media  courtside at a Miami Heat basketball game.

Read the Case Study, Part IV Now:  CarnivalCruiseCrisis_SettlementOffer_BursonMarsteller_Case Study Part 4

Within 72 hours of the announcement that one of Carnival’s leading luxury brands, the Costa Cruise Line crippled itself after colliding with rocks just a few hundred yards off the Italian coastline, Mustard has monitored the crisis purely from a public relations and crisis management perspective. By the end of the first week, Mustard generated three reports and in the process has provided what is perhaps the most detailed public relations and crisis communications analysis. The completion of the fourth case study brings the media experts coverage to a total of 63 pages of riveting analysis  comprising more than 25,00 000 words examining the crisis. In his highly insightful analysis, Mustard has provided thoughtful, revealing inside-industry commentary reviewing how both Costa and Carnival have reacted to the incident, includes news accounts about how the media has portrayed Carnival Cruise lines and its top CEO, Micky Arison, and reactions from the general consumer public.

Media Critical of Controversial Crisis Communications Counsel Conferred to Carnival Chairman, Micky Arison.

Media Critical of Controversial Crisis Communications Counsel Conferred to Carnival CEO, Micky Arison.


While the divers of the rescue team wade their way through cloudy waters of the ocean still looking for the missing dead bodies, above ground, the early charted course set by the crisis communications team might be entering cloudy waters of their own as criticism, mostly media driven, condemning the lack of Arison’s  public profile since the ship sank is beginning to crack the surface in the public debate.

Has Carnival Cruise CEO Micky Arison Abandoned Ship, or Just Below Deck? 

Although no one really knows where Micky Arison has been, the subtext of the question is really, WHY hasn’t he been in Italy, or why hasn’t he been (more) visible since one of his ships sank?

For the time being, Arison may have gone below deck, but he has not abandoned ship.

Arison, while not in the public spotlight as the voice, the face, the spokesperson for Carnival Cruise Lines since Friday the 13th, 11 days ago, when the Costa Concordia met some unexpected rocks and crippled the Costa Concordia, Arison, while out of sight is still very much at the helm of Carnival Cruise Lines, even if it’s from the company’s corporate headquarters in Doral, Florida, a few miles from the port of Miami where many of Arison’s fleet make their home.

The Wall Street Journal Fires the First Negative PR Salvo over the Bow of the Concordia, Right at Carnival CEO, Micky Arison

The First negative PR salvo was fired over the bow of the sunken Costa Concordia right at Micky Arison. NO surprise. It was just a matter of time. It’s also no surprise also that it came from the Wall Street Journal.  The “attack” came in the form of a very subtle headline, 11 days after the Costa crisis occurred. The headline:  “Carnival CEO Lies Low After Wreck” – Make no mistake about it though, this headline smacks of efforts to stir up trouble for Arison for remaining out of the public spotlight on the issue.

For a closer examination of the full Wall Street Journal article referenced above, along with a detailed analysis of this classic sensationalized Headline Copywriting, that while on the surface seems to “indicate” the accused, in this case Micky Arison, the article actually goes on to defend his actions for “laying low.”

To read the fascinating deconstructed version of this entirely misleading story visit Part III, A Crisis Communications Case Study, the third installment in extensive analysis of the communications crisis coverage of the Costa Concordia ship-sinking disaster.

Part III, A Crisis Communications Management Case Study

Managing the Costa Concordia Cruise Ship Crisis:  Who’s in Charge and Where is Micky Arison, Chairman & CEO of Carnival Cruise Lines?

Read the Full Report Now:  CarnivalCruise_Crisis Communications_CaseStudy_III_WheresMickyArison

Micky Arison: Changing the Crisis Communications PR Playbook

“A disaster that involves people, property, lost lives and potentially seriously devastating financial consequences to an industry responsible for millions of jobs globally and that generates billions of dollars affecting a host of industry sectors,  is pretty much the absolute worst situation a person can find themselves in if they are the person whose company is involved in just such a disaster,” says veteran public relations professional, Jeff Mustard, President of The Bamboo Agency, a full-service advertising and marketing firm that specializes in Public Relations and Crisis Communications.

“It has come to be expected that a company Chairman step forward in just such crises situations,” says Mustard, “and this expectation comes not just out of the playbook of public relations and crisis communications management professionals, but also to a great degree, subconsciously by the public.”

Micky Arison: Not the Right Guy for the Job

But, Arison, it would seem, is not the right guy for the job. In this particular crisis a variety of circumstances have come into play that have unfolded in real time during the crisis and by default, perhaps as much as by design, (advice from the inner coterie – carnival officials as well as their PR Crisis Management Company – Burson Marsteller), invariably further contributed to Arison’s  low profile in the crisis and positioned Pier Luigi Foschi, CEO of the Costa Concordia as the main man facing the cameras – and answering the questions.

Naturally, Arison’s “lack of presence” is getting attention, and Arison is taking some, but mostly media criticism, for his lack of visibility. But, purely from a public relations crisis communications management perspective, the central question is — should Arison BE the person out front on this?

The answer is YES. However, he is not, and here’s a glimpse Why.

Given all the politics and the unique circumstances of the situation as it unfolded, how it unfolded, where it happened, when it happened, all of these variables, and many others,  play(ed) a role in Foschi emerging as the titular representative for the crisis.

Foschi, Whether by Agreement or Acquiescence Accepted the Role as Spokesperson for the Crisis

Foschi, early on, handled the situation well, and seemingly, he continues to do so.  Arison’s lack of visibility goes against the PR textbook playbook. That doesn’t’ make Arison wrong, it just makes his decision different than what most (media and members of the public) think is “the right way to handle” a crisis situation.

In his Part III version of the crisis communications coverage, Jeff Mustard, a veteran public relations professional offers some of the most extensive observations provided yet, purely from an inside industry public relations and crisis management perspective,  chronicling the crisis as it unfolds in the media, how Carnival officials are “managing” the communications and how the media are portraying the crisis, the company and the CEO as the Concordia remains listing and lifeless just yards off the Italian coastline.

In this Part III case study, along with the two earlier produced reports, marketers, the media, public relations professionals and consumers alike will be treated to a glimpse behind the curtain of the critical issues and considerations contemplated when coping with and coordinating a crisis of this magnitude. Further, rare insights are offered concerning how communications strategies are crafted to best manage and even manipulate the media to control public perception for the preservation of a company’s  name, brand, reputation and financial performance – both in the immediate term as well in the near and long term.

To read the full Report, Part III, A Crisis Communications Management Case Study:

CarnivalCruise_Crisis Communications_CaseStudy_III_WheresMickyArison

Managing the Costa Concordia Cruise Ship Crisis: Who’s in Charge and Where is Micky Arison, Chairman & CEO of Carnival Cruise Line?

While the “Public Jury” is still Out, Carnival Stock Remains Afloat

While the “public jury at large” is still out on any consequences or ramifications regarding Arison’s lack of presence in the ship sinking crisis, as of this writing, purely from a financial perspective, company stakeholders and shareholders continue to stand by the chairman. Stockholders have not abandoned ship, nor would it seem do they wish to scuttle Carnival Corporation.

As of 12:55 PM, Tuesday, January 24th, Carnival Cruise stock continues to ride the wave of improving consumer confidence in the corporation.  Carnival stock, as of this moment is trading at $31.75, up .76% for the day.

While it is still too early to arrive at a final public relations assessment on whether or not Carnival Cruise CEO, Micky Arison should have been out front as spokesperson on the ship sinking crisis, at this time, it seems, this was the right decision.

“For the time being, Pier Luigi Foschi might be Micky Arison’s life preserver, but it does not mean that Arison, or Carnival Cruise Corporation is out of troubled waters, at least just yet,” observes public relations crisis communications professional, Jeff Mustard.

Editor’s Note: Jeff Mustard can be reached for insightful analysis and expert commentary on the Costa Cruise / Carnival Cruise Ship Sinking Disaster.

Contact:  954-801-8263 / email: jeff@thebambooagency.com

 MORE ANALAYSIS AND COVERAGE ON THE COSTA CONCORDIA / CARNIVAL CRUISE LINES SHIP SINKING DISASTER:

Two Case Studies – Part 1, Produced and Published 72 hours after the Costa Concordia was grounded.

Will Sinking Ship, Costa Concordia Cripple Carnival Cruise Lines, or will Successful Public Relations Crisis Communications Buoy Cruise-Consumer & Capital Markets Confidence?

Read the Full Case Study, Part I Now: CostaCruise_CrisisCommunicationsCaseStudy

Just Three days after the 951’ luxury cruise-liner ran aground and flipped on its side throwing passengers into the icy cold waters and casting a glaring spotlight on the Concordia ship disaster, Carnival Cruise Lines and the cruise industry, Jeff Mustard produced one of the public relations industry’s earliest and most thorough analyses of the then rapidly unfolding crisis. In his first crisis communications case study, a 13-page report, Mustard offers interesting, informative and intuitive insights that public relations professionals, the media and even consumers will likewise also find this initial study revealing and illuminating.

Read the full report, Part I: A Crisis Communications Case Study

Read the Full Case Study, Part I Now: CostaCruise_CrisisCommunicationsCaseStudy

 

Crisis Communications Case Study, Part II, Examines during a 7 Day Period Carnival’s Actions and the Media Coverage and Reactions to the Ship Sinking Disaster in the below titled report: 

Part II Crisis Communications Case Study: “Costa Concordia & Carnival Cruise Lines Crisis Communications:  Containment or Calamity?

In his Crisis Communications Case Study, Part II, “Costa Concordia & Carnival Cruise Lines Crisis Communications:  Containment or Calamity?” veteran public relations professional, Jeff Mustard produced a 29-page report that reviews what Costa and Carnival Cruise Lines officials and their communications team did right, wrong, and what it could have done better. The analysis reads like a taught thriller, is interesting, informative and enlightening and should prove illuminating not just to public relations professionals, but the  media and consumers alike curious about how just such crisis situations are managed and even manipulated from a marketing and messaging point of view.

Read the full report, Part II Crisis Communications Case Study: “Costa Concordia & Carnival Cruise Lines Crisis Communications:  Containment or Calamity?

Read the Full Case Study: CostaCruise_CrisisCommunications_CaseStudy#2

Has Capsized Costa Concordia’s Crisis Communications Management Preserved Consumer Confidence for Sailing and Saved Carnival Stock from Sinking? Part II, A Crisis Communications Case Study.

The Costa Concordia ship sank, 13 people were killed, 23 more are missing and all eyes are now on the Captain of the ship, Franceso Schettino, Carnival Cruise lines, the parent company of the Costa Concordia, and Carnival Cruise Lines Chairman and CEO,  Micky Arison. The big questions are: what went wrong to cause the disaster and how to prevent something like this from happening again?

From a public relations and crisis communications management perspective, given the global profile of the ship-sinking disaster, there are also questions: how did Carnival officials handle the crisis? Did they react properly in the short term? Are the communications strategies (effectively) protecting its brand and preserving Carnival Cruise Lines reputation? What are consumer perceptions to the sinking ship incident? What are the financial implications both short-term and long-term for Carnival Cruise as a public company as well as to the cruise industry at large?

Jeff Mustard, a public relations professional and President of The Bamboo Agency, (www.thebambooagency), a multiple award-winning full-service advertising and marketing company that specializes in public relations and crisis communications, provides a Part II examination of the Costa Concordia / Carnival Cruise lines ship disaster seven days after the ship remains perched on its side laying on the reef that gutted the hull.

In his Crisis Communications Case Study, Part II, “Costa Concordia & Carnival Cruise Lines Crisis Communications:  Containment or Calamity?” veteran public relations professional, Jeff Mustard produced a 29-page report that reviews what Costa and Carnival Cruise Lines officials and their communications team did right, did wrong, and what it could have done better. The analysis reads like a taught thriller, is interesting, informative and enlightening and should prove illuminating not just to public relations professionals, but the media and consumers alike curious about how just such crisis situations are handled, managed and even manipulated from a marketing and messaging point of view.

Read the Full Case Study:  CostaCruise_CrisisCommunications_CaseStudy_V2_

The report, one of the industry’s earliest and most extensive reviews of the crisis, examines varying news accounts as covered in the major media, including line by line analyses of several of the company’s press releases and detailed examinations of the company’s communications key messaging points. As the drama unfolds on a global stage in the world news media, Mustard provides an inside-industry public relations perspective observing and critiquing how Carnival’s communications and its messaging are positioned to protect the company’s brand, preserve a positive public perception, and mitigate any (potential) culpability, as best it can, while being mindful of its responsibilities to numerous constituencies, stakeholders and stockholders as a public company.

Read the full report, Part II Crisis Communications Case Study: “Costa Concordia & Carnival Cruise Lines Crisis Communications:  Containment or Calamity?

Read the Full Case Study: CostaCruise_CrisisCommunications_CaseStudy#2

Crisis Communications Case Study, Part I:

Just Three days after the 951’ luxury cruise-liner ran aground and flipped on its side throwing passengers into the icy cold waters and casting a glaring spotlight on the Concordia ship disaster, Carnival Cruise Lines and the cruise industry, Jeff Mustard produced one of the public relations industry’s earliest and most thorough analyses of the then rapidly unfolding crisis. In his first crisis communications case study, a 13-page report, Mustard offers interesting, informative and intuitive insights that public relations professionals, the media and even consumers will find revealing and illuminating.

Read the full report, Part I: A Crisis Communications Case Study

Will Sinking Ship, Costa Concordia Cripple Carnival Cruise Lines, or will Successful Public Relations Crisis Communications Buoy Cruise-Consumer & Capital Markets Confidence?

Read the Full Case Study, Part I Now: CostaCruise_CrisisCommunicationsCaseStudy

About Jeff Mustard

Jeff Mustard is the President of the Bamboo Agency, a multiple award-winning advertising, marketing and public relations firm. Jeff Mustard is the co-author and ghost writer for a Wall Street Journal Best Selling book, an award-winning documentary writer/producer/director and the recipient of numerous award for creative achievements in advertising and communications. His work has been published locally, regionally and nationally in print, radio and television. He has earned tens of millions of dollars in media exposure for his clients in print, radio and television, nationally and internationally.

A Case Study: Will Sinking Ship, Costa Concordia Cripple Carnival Cruise Lines, or will Successful Crisis Communications Buoy Cruise-Consumer & Capital Markets Confidence?

Setting Sail on a Crisis Communications Public Relations Journey

While this journey will not require us to meet at a muster station nor don a bright orange life preserver, we will set our bearings for a crisis communications examination involving drama at high seas.  Through finely focused binoculars, we will take a public relations peek inside the (still unfolding) Costa Concordia Ship Sinking disaster.

As facts emerge the company will respond as best it can.  It will strive to provide and deliver timely information helpful to families and useful to all news media.

Read the Full Case Study Now: CostaCruise_CrisisCommunicationsCaseStudy

The strategy of a company statement, whether delivered by a company spokesperson, the president, or the Chief Information or Communications officers, as well as through traditional media sources/outlets will, while being as truthful as possible, communicate information in as benign a manner as possible to “mitigate” its responsibility.

This is not saying that the company is shirking its responsibility in the incident. The company knows it has “a legal responsibility” to the families of those who lost their lives, those injured and certainly to a lesser extent (financially), to ship’s guests and employees.

Yes, there will be lawyers. Yes, there will be lawsuits. This is a given. Now, it is the issues below that must be addressed:

A)     How to mitigate the future financial impact on the company based on the public’s perception (of it?)

B)     How (well, or not well) the public perceives the company handles the crisis/situation?

C)     How the company will ensure to the public that this type of thing cannot, will not happen again?

Within the framework of the above, there are the following subsets of issues on the agenda.   The company knows it will take a short term financial hit. This has already been covered by industry analysts, reported in the news and even a separate statement issued by Carnival Cruise Company Chairman, Mickey Arison; this is addressed below. The next subset of goals for the immediate crisis communications strategy is to:

A)     Soften that financial blow as much as is possible. For example, preserving their calendar of already “booked cruise reservations.”  A massive cancellation of bookings would take on tsunami-like financial implications to the company. To achieve this goal takes on its on separate internal and external marketing and public relations agenda, which the company MUST be thinking about activating quickly.  

B)     Minimize the potential negative consumer perception of the incident to reduce the length of the near-term rebound.

In total, this is the immediate agenda of the Public Relations Crisis Communications Management Team. The company can indeed achieve these goals in various ways, and it has already begun employing communications tactics to do so.

Read the Full Case Study Now: CostaCruise_CrisisCommunicationsCaseStudy

Post Mortem of an Infomercial Script – What’s Wrong and How to Make it Better

If you, or someone you know, has ever had a desire, or a need to write an infomercial script, whether you are an independent writer, a producer or production company who may be called upon from time to time to write and/or produce an infomercial, you might find this blog posting of interest.

In this instance, I was hired by a production company to do a script review/critique of an infomercial they were considering producing.  They knew there was something wrong with the script, but couldn’t define it better or be more specific than that. “Fix it up” was the direction. And so, the link provided will take you to a 3-page script review/critique articulating  the various problems and issues with the presentation of the material.  Without supplying the full 19 pages of the company’s draft of the script, I think the gist of the problems and issues will be quite clear. Moreover, the critiques and observations  can be useful to those who have an interest in producing long-form informercials – 30 minutes shows.

Infomercial_ScriptCritique_Final – this link will take you to the three-page script critique

Just as in any profession, there is much to know and learn to be proficient, if not expert at one’s craft. Just as any sport requires extensive practice and just as any athlete also knows that the best way to get better at something is not only “doing it” but also learning by seeing others who perform sub par. Improvement comes from seeing both what is good, and what is not so good and what it takes to make it, or something, or someone, better.

This script review address some of the fundamental, if not critical infomercial marketing conventions, formulas and formats and should prove to be both informative and revealing.  This three-page script critique will be an eye opener for anyone who is ready to engage in one of the most sophisticated forms of mass marketing — the  writing and production of an infomercial.  Remember, it all starts with the script. And that’s just where we will begin, with a review of the script.

Infomercial_ScriptCritique_Final– link takes you to three-page script critique

I hope you find this information helpful as the review discusses in detail certain fundamental formulas and conventions as it applies to style, format, marketing and sales technique for this most fascinating and possibly the most aggressive of all direct response marketing  – Long Form Infomercial Marketing and Production.  Electronic/Television direct response marketing also takes on short form versions — from sixty second spots to two-minute spots. In another blog I’ll post other examples and samples of these various other short form direct response television marketing formats.

Infomercial_ScriptCritique_Final– link to three-page script critique