Web Video: Making It Great, Getting It Noticed

Add To My Wish List

Web Video: Making It Great, Getting It Noticed

By Jennie Bourne, Dave Burstein
Published Nov 6, 2008 by Peachpit Press.

eBook

Sorry, this book is no longer in print.
About Watermarked eBooks

This PDF will be accessible from your Account page after purchase and requires PDF reading software, such as Acrobat® Reader®.

The eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Watermarked eBook FAQ

Not for Sale

Description

Sample Content

Updates

More Information

Description

Copyright 2009
Edition: 1st

eBook
ISBN-10: 0-321-59158-5
ISBN-13: 978-0-321-59158-6

This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.

With millions of viewers looking to the Web as their source of entertainment and news, high-quality Web video is in demand like never before. Whether you’re an expert in video production or are just getting started, you need to know how to produce the best video possible for the Web and then make sure it gets seen by a wide audience.

Here to guide you on everything about planning and shooting, editing, choosing a distributor, marketing your video, and making a profit, author and producer Jennie Bourne takes you through the steps to getting your video from concept to prominence on the Web.

Web Video gives you practical, step-by-step instruction and advice from top experts in the field, with hands-on projects and footage available for download at the author’s Web site, www.webvideobook.tv. You’ll learn everything you need to know to create great video, get it noticed, and make it pay off, including:

Web video production techniques for a variety of genres, including events, interviews, how-tos, video blogs, and news and dramatic shows
What it takes to make your video a viral hit on the Web
How to shoot high-quality video that stands out, with real-world tips from Web video professionals
Editing techniques that draw in viewers and hold their attention
Compression and formatting tips to make your video look great
Advice on creating a distribution plan that fits your needs

How to profit from advertising or selling your video



Sample Content

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix
Chapter 1 Making Great Web Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Things Change Fast on the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Keeping Your Viewers in Mind . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
What Makes Web Video Different . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
You Can’t Always Control What Your Audience Will See . . . . . . . . . . . . . . 5
Producing for a Web-Savvy Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Production Values and Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Building a Team to Make Better Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Use What You Know . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Start with a Great Idea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Plan for Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Managing Your Production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Ask Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Plan Your Shots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Check Out the Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
A Budget Shapes and Defines Your Project . . . . . . . . . . . . . . . . . . . . . . . . 20
Put It All Together . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Project: 15 Minutes to Your Video Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Chapter 2 Shooting for the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Making Video Work on the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
The Gear You’ll Need . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Prosumer Cameras . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Get the Most Out of the Camera You Have . . . . . . . . . . . . . . . . . . . . . . . . 39
Use a Tripod . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Capturing Good-Quality Audio for Web Video . . . . . . . . . . . . . . . . . . . . . . . . 45
Microphones You’ll Need . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Cables and Connectors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Headphones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Tape . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Portable Hard Drives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Techniques for Better Web Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Take Your Camera Off Autopilot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
White Balance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
Auto Focus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Auto Exposure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Viewfinder Settings to Monitor Exposure . . . . . . . . . . . . . . . . . . . . . . . . . 53
Image Stabilization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Audio Limiter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Frame Your Shots for Visual Interest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Get Help When You Need It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Don’t Count on Fixing It in Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Keep Editing in Mind While You Shoot . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
v
0321552962_text_press_pr1.indb v 7/8/08 5:58:44 PM
Before You Go Out to Shoot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Transporting Your Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Project: Shoot an Interview with B-roll . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Chapter 3 Shooting Events and Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
Find a Creative Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
Tell a Story About the Event . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
Bringing Conferences and Meetings to Life on the Web . . . . . . . . . . . . . . . . 74
Taking Talking Heads to a Whole New Level . . . . . . . . . . . . . . . . . . . . . . . 75
Visuals Capture the Flavor of Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Working with a Venue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
Keep Compression in Mind to Keep Video Quality High . . . . . . . . . . . . . . . 79
Preparing for a Location Shoot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Getting Optimal Event Sound . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
From the Horse’s Mouth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
Plug In to Get Good Sound . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
Let There Be Light. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
A Shot in the Dark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
Working with a Venue’s Dramatic Lighting . . . . . . . . . . . . . . . . . . . . . . . . . 86
Getting the Quality of Light You Need for the Web . . . . . . . . . . . . . . . . . 87
Shooting Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
Microphone Technique for Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Using Handheld Microphones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Lavalier Microphones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Lighting Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Working with On-Camera Lights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Three-Point Lighting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
Project: Shoot an Event . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
Project: Shoot a Quick Sound Bite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102
Project: Shoot a Two-Person Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
Chapter 4 Videoblogs, How-to Videos, and News . . . . . . . . . . . . . . . . . . . . . . . 108
Bringing Point of View to Your Web Video . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
Redefining the News Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113
Rocketboom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
Geek Entertainment TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Video News “Web Style” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Producing Informative Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121
Creating a Strong Visual Presence on Camera . . . . . . . . . . . . . . . . . . . . 122
Developing an On-Camera Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122
Highlighting Your Talent. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123
Controlling What Viewers See in the Background . . . . . . . . . . . . . . . . . 124
Setting the Stage for Your Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124
Creating Interesting Compositions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
Scripting Information Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
Choosing a Flattering Camera Angle . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
Developing a Visual Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
Getting the Sound Right. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
Using Software for Video Blogging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
Producing How-to Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131
Planning a How-to Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
vi
0321552962_text_press_pr1.indb vi 7/8/08 5:58:45 PM
Using Voice-Overs and Narrations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
Creating a Simple Storyboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134
Maintaining Visual Continuity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Keeping Track of Screen Direction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136
Playing with Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136
Showing a Process Step-by-Step . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
Project: Plan and Shoot a How-to Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
Project: Record a Short Commentary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141
Project: Shoot Visuals and Add Narration . . . . . . . . . . . . . . . . . . . . . . . . . . . 142
Chapter 5 TV Techniques for Better Web Video . . . . . . . . . . . . . . . . . . . . . . . . 144
Planning a TV-Style Production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152
Creating a Shooting Script . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152
Developing a Storyboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Scheduling Your Production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156
Planning a Multicamera Shoot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158
Helping Viewers Make Sense of Your Story . . . . . . . . . . . . . . . . . . . . . . . . . . 160
The Ten Commandments of Continuity . . . . . . . . . . . . . . . . . . . . . . . . . . 160
The Whole World Is Watching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161
Creating a Set for Web Video Production. . . . . . . . . . . . . . . . . . . . . . . . . . . . 163
Building a Small Studio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164
Sound . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165
Mixing Sound and Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166
Flooring . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167
The Set . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169
Lighting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170
Create a Booth for Interviews at an Event . . . . . . . . . . . . . . . . . . . . . . . . . . . 173
Replacing a Background Using a Green Screen . . . . . . . . . . . . . . . . . . . . . . 175
Project: Shoot a Commentary Using a Green Screen Background . . . . . 177
Project: Shoot a Talk Show-Style Interview with Three Cameras . . . . . . . 179
Chapter 6 Editing and Post-Production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182
Organizing Your Project . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182
Video-Editing Software . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
Building and Editing Sequences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191
Knowing What to Cut . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192
Compressing Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194
Advancing a Story with Editing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
Keeping Video Short for the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
Techniques for Video Storytelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197
Continuity Shapes the Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197
The Language of Editing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 198
Using Transitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Designing Titles and Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Editing Sound. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .200
You Can’t Always Fix It in Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 203
Project: Edit a Simple Sequence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
Project: Edit a Commentary Shot with Green Screen . . . . . . . . . . . . . . . . .206
Project: Edit a Multicamera Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .209
vii
0321552962_text_press_pr1.indb vii 7/8/08 5:58:45 PM
Chapter 7 Uploading Video to the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 214
Compression Changes Everything . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215
Choosing a Video Host . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215
Strategies for Choosing a Video Host . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219
Understanding Encoding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221
The Best Settings for Web Video Formats . . . . . . . . . . . . . . . . . . . . . . . . . . . 234
Guidelines for Encoding Web Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 234
Setting Parameters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 235
Windows Media Encoder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 236
iMovie . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 238
QuickTime Pro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 240
Final Cut Pro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 243
Premiere Pro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 244
Working with Large Volumes of Content . . . . . . . . . . . . . . . . . . . . . . . . . 246
Project: Format Your Video for the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247
Chapter 8 Getting Your Video Noticed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 250
The Truth About Viral Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 252
The First 50,000 Views . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253
Thumbnails Show Them What You’ve Got . . . . . . . . . . . . . . . . . . . . . . . . 254
Marketing Web Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
Working with the Press . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 257
When Your Video Becomes News . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 257
Internet Famous . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258
Your Video Web Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261
Tips for Creating Your Video Web Page . . . . . . . . . . . . . . . . . . . . . . . . . . 264
Drive Traffic to Your Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
Using Statistics to Make Your Video Better . . . . . . . . . . . . . . . . . . . . . . . 270
Tracking How You’re Doing with Viewers . . . . . . . . . . . . . . . . . . . . . . . . . 270
Marketing Help from Your Video Host . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271
Free or Pay Video Hosting—Which Is Right for You? . . . . . . . . . . . . . . . 276
Project: Set Up an RSS Feed for Your Video . . . . . . . . . . . . . . . . . . . . . . . . . 278
Project: Create a Version of Your Video for the iPhone . . . . . . . . . . . . . . . 279
Chapter 9 Making It Pay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 282
Understanding Your Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .283
Making Advertising Work for You . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .284
Getting Paid for Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285
Selling Your Web Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .290
Beyond Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Prove Your Talent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Sell T-Shirts and Other Tie-Ins . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Selling Your Skills . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295
Finding a Job in Web Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .299
Let Your Work Open the Door to New Opportunities . . . . . . . . . . . . . . 302
Making Great Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .303
Project: Identify and Target Your Audience . . . . . . . . . . . . . . . . . . . . . . . . .304
Project: Network! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .305
Additional Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 307
Figure Credits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 311
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
viii



Updates

Submit Errata



More Information



Peachpit Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from Peachpit and its family of brands. I can unsubscribe at any time.

Privacy Notice

Overview

Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about Peachpit products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites; develop new products and services; conduct educational research; and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email ask@peachpit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security

Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children

This site is not directed to children under the age of 13.

Marketing

Pearson may send or direct marketing communications to users, provided that

Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
Such marketing is consistent with applicable law and Pearson's legal obligations.
Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out

Users can always make an informed choice as to whether they should proceed with certain services offered by Adobe Press. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.peachpit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

As required by law.
With the consent of the individual (or their parent, if the individual is a minor)
In response to a subpoena, court order or legal process, to the extent permitted or required by law
To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
To investigate or address actual or suspected fraud or other illegal activities
To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links

This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020

Email Address

Corporate, Academic, and Employee Purchases