Notification of Funds Received 通知收到的资金
Do you just wish you had emails like that in your inbox everyday?你只希望你的电子邮件一样，在您的收件匣日常生活？ Well, now you finally can!那么，现在您终于可以！ I can't reveal too much but I can show you the page:我不能透露太多，但我可以告诉你的网页：
Author: Jerry Bader 作者：杰里贝德尔
The 120 Second Solution 120第二个解决办法
By Jerry Bader (c) 2007 由杰里贝德尔（三） 2007年 Like it or not, the Web is turning into an environment that will 喜欢还是不喜欢，网络正在变成一种环境，
be dominated by audio and video presentations. 主宰音频和视频演示。 And as we have 正如我们
already seen, the democratic nature of the Web has allowed the 已经看到，民主性质的网站，使
best and worst to stand side-by-side. 最佳和最差站在并排。 On one side, you have the whacky viral videos that serve little 一方面，你有怪病毒的影片，没有什么
commercial purpose other than to enhance the reputations of 商业用途以外的其他提高声誉
their creators; and on the other side, you have deadly boring 他们的创作者和其他方面，你有致命的无聊
corporate videos that lack any of the qualities that make 公司的影片，没有任何的品质，使
Web-video the best sales tool a business will ever have. 网络视频最好的销售工具企业将永远拥有。 In the middle are a few innovative companies that know how to 在中间有一些创新的公司，知道如何
deliver a marketing message by telling a business story with 提供营销信息告诉商业故事
style and panache so that an audience will remember the message 风格和华丽，使观众会记住讯息
and act upon it. 并就此采取行动。 And yes, even a few know how, and are willing, 是的，甚至很少有人知道如何，愿意，
to do it with a reasonable budget. 这样做有一个合理的预算。 Pay for Content-Production Not Airtime 支付内容制作没有时间 The non-time sensitive nature of the Web differs from the 非时间敏感性质的网站不同于
corporate world of broadcast television where the cost of 公司世界广播电视的成本
airtime has seen commercial formats gradually decrease from 时间已经商业形式逐步减少
sixty, to thirty, to fifteen seconds. 第六十一，到30 ，到15秒。 I imagine the day is not too far off when we will have a new 我想一天不太远时，我们将有一个新的
five-second commercial format all while the broadcast regulators 五秒钟的商业形式，而所有的广播监管机构
are allowing more commercials per half hour of programming. 是允许更多的商业每次半小时的节目。
According to Answers.com, "a typical 30-minute block of time 根据Answers.com ， “一个典型的30分钟的区块的时间
includes 22 minutes of programming with 6 minutes of national 包括22分钟的节目有6分钟的国家
advertising and 2 minutes of local (although some half-hour 广告和2分钟的地方（虽然有些半小时
blocks may have as much as 12 minutes of advertisements)." 块可能有多达12分钟的广告） 。 “ We've all had the distinct displeasure of having to sit through 我们都拥有独特的不满，不得不坐下通过
the same mind-numbing commercial as many as three times in the 同样的心态麻木商业多达三次
same commercial break. 同样的商业突破。 At that rate even good commercials we 按照这个速度甚至良好的商业我们
want to watch become exercises in Guantonamo-style torture 想看成为演习中Guantonamo风格的酷刑
tactics. 战术。 It's unlikely that the independent mentality that governs the 目前看来，独立的心态，管辖
Web will ever accept a uniform presentation standard to take 网络将任何时候都接受一个统一的标准提出采取
hold; the idea is just too conventional for an environment that 搁置;的想法太常规的环境，
thrives on breaking the rules. 蓬勃发展打破了规则。 That said an argument could be made for the discipline of a 这说的理由可以作出的纪律的
Web-based video presentation format that tells an effective 基于Web的视频格式，它告诉一个有效的
marketing story in the most efficient and memorable manner. 营销故事以最有效和最令人难忘的方式进行。 Form, Function, and Discipline 形式，功能和纪律 Effective marketing communication is about telling your story, 有效的营销传播是告诉你的故事，
whether it's a fifteen-second television commercial or a 无论是15秒钟的电视商业性或
thirty-minute infomercial. 第三十一分钟商业信息。 If you don't tell a story you 如果你不告诉你的故事
aren't communicating your message effectively. 没有您的讯息沟通有效。 Because the Web doesn't require you to purchase airtime, your 由于网络并不需要你购买时间，您的
video presentation once uploaded, is available 24/7 for all to 视频演示一次上传，可以24 / 7所有人
see, anytime they wish, as often as they want. 看，他们希望随时，经常他们想要的。 Since you have this freedom of expression, you need to ask 既然你这个言论自由的，你需要自问
yourself, what is the best way to implement this independence? 自己，什么是最好的方式实施这一独立？
Do you follow the standard television format based on a 你是否遵循标准的电视格式的基础上
cost-per-second basis, when in fact the length of the 成本每秒的基础上，而实际上的长度
presentation is mostly irrelevant, or do you drone on for 简报主要是不相干的，还是无人驾驶飞机上的
half-an-hour boring your viewers to tears? 半小时无聊的观众流泪？ There must be a standard format for Web video that makes sense 必须有一个标准格式的网络视频，使感
both technically from a time-to-download perspective, and from 在技术上从时间下载的角度，从
an effectiveness standpoint, delivering the message in an 一个效益的角度来看，提供的信息中
unforgettable way. 令人难忘的方式。 Like with most things in life, discipline is very important, 如同大多数的事情在生活中，纪律是非常重要的，
video production requires the producer to be focused; it helps 视频生产需要的生产者集中;它帮助
keep budgets in line; and it delivers results because there just 保持预算线;和它提供的结果，因为那里
isn't any room for extraneous self-indulgence. 没有任何的余地无关的自我放纵。 In addition, 此外，
following a standard format provides viewers with an 下面的一个标准格式的观众提供一个
expectation, a promise that you will say what needs to be said, 期望，一个承诺，你会说什么需要说的，
and what they want to hear, in a reasonable and efficient amount 和他们想听到的，在一个合理的和有效的数额
of time. 的时间。 The 120 Second Solution: The 3 Act Web Presentation 120第二个解决办法： 3个法案Web演示文稿 Unlike cost-per-time formats, you have the freedom to fudge the 与每次时间格式，你可以自由地捏造的
timing to meet your needs. 时间满足您的需求。 On the Web, there is no sense in 在网络上，没有任何意义
cutting a presentation because it runs fifteen seconds long, or 切削介绍因为它违背十五秒长，或
adding superfluous material because it runs fifteen seconds 添加多余的材料，因为它违背十五秒
short. 短的。 That said, it is a good idea to start with a structure 也就是说，这是一个好主意，开始与结构
that allows you to build a presentation that works; a 它可以让您建立一个简报工程; 1
presentation that has a beginning, middle, and end; a 介绍说有一个开始，中间和结束，一个
presentation that tells a story viewers will sit through and pay 演示，讲述的故事观众将通过静坐和支付
attention to. 注意。 What we have come up with is "The 120 Second 我们必须想出是“第二次120
Solution: The 3 Act Web Presentation." 解决方案： 3法网站介绍。 “ We arrived at this format by analyzing how the best storytellers 我们来到这个格式的分析如何最好的故事
spin their yarns, the Hollywood moviemakers. 自旋其纱线，好莱坞的电影。 Your standard 您的标准
Hollywood movie contains forty scenes, three acts, and runs 好莱坞的电影包含第四十三场景，三个行为，并运行
approximately 120 minutes; yes, some movies run only ninety 约120分钟;是，一些电影只能运行90
minutes, and others run as much as three hours, but 120 minutes 分钟，和其他运行多达3个小时，但120分钟
is the optimum. 是最佳的。 If you accept the premise that commercial Web videos are all 如果您接受的前提是，商业网站的影片都
about telling your story, then perhaps the best solution is to 约告诉你的故事，然后也许是最好的解决办法是
take the standard, three act, one hundred and twenty minute 采取的标准，三个行为，一二〇分钟
movie, and scale it down to a three act, one hundred and twenty 电影，规模下来了三个行为， 120
second movie. 第二届电影。 A Web Marketing Campaign 网上营销活动 Our recent thought-piece the "18 Web-Marketing Concepts That 我们最近的思想片“ 18网络营销的概念
Make A Difference ( http://mrpwebmedia.com/ads/BradTapes/ 有所作为（ http://mrpwebmedia.com/ads/BradTapes/
18MktConcepts.html)" was introduced by six entertaining videos 18MktConcepts.html ） “是由6娱乐视频
comprising 'The Lost Brad Tapes ( http://mrpwebmedia.com/ads/ 组成的'失落的布拉德磁带（ http://mrpwebmedia.com/ads/
BradTapes/),' that loosely follow the 120 Second, 3 Act BradTapes / ） ， '这一松散的120后续第二， 3个法案
Web-Presentation Solution. 网络演示解决方案。 Act One: The Setup 法一：安装 Your first act is the setup: 你的第一个行动是设置：
(1) A proper setup needs to introduce your hero (every story, （ 1 ）适当的设置需要引进的英雄（每个故事，
even commercials, need a hero); 甚至商业广告，需要一个英雄） ;
(2) It must contain an Inciting Incident that triggers action on （ 2 ）必须载有煽动事件触发行动
the part of the hero, and; 的部分英雄， ;
(3) It must also create an object of desire and define the （ 3 ）它也必须创建一个对象的愿望和界定
nature of success. 性质的成功。 By incorporating these elements in your first act, you attract 通过把这些要素中的第一个行动，你吸引
viewer interest, hold viewer attention, create viewer 观众的兴趣，举行观众的注意，创造观众
expectation, and provide vicarious, virtual-viewer participation 期望，并提供代理，虚拟观众参与
through the actions of the surrogate hero. 通过行动，代理孕母的英雄。 In the case of The Lost Brad Tapes, the inciting incident is our 在失落的布拉德磁带的煽动事件是我们的
hero, Brad's, failure to find the answer to the question, "How 英雄，皮特，未能找到问题的答案， “如何
do you become a website success?" Our hero searches the world 你成为一个成功的网站？ “我们的英雄世界搜索
and endures countless hardships just to find 'The Man' with 并忍受着无数的艰难困苦只是为了寻找'的人'与
'The Answer.' '答案。 And who in business hasn't searched high and 是谁在企业还没有搜查高
low for some expert who could provide a simple solution to a 低一些专家谁可以提供一个简单的解决办法了
complex problem. 复杂的问题。 Act one also establishes the object of desire, the knowledge 法案还确立了一个对象的愿望，知识
needed to become a website success, and it defines the nature of 需要成为一个成功的网站，它定义的性质
success, finding the answer. 成功，找到了答案。 Act Two: The Conflict 法二：冲突 Act two is about establishing conflict and building tension by 法二是建立冲突和紧张局势的建设
creating an obstacle that provides the motivational impetus to 创造一个障碍，提供了激励的动力
act to resolve the problem. 采取行动解决这一问题。 With each successive chapter (video) of The Lost Brad Tapes, our 每一次连续章（录像）的失落的布拉德磁带，我们的
hero runs into a roadblock in the guise of a supposed authority 英雄运行到一个路障的幌子在一个假定的权威
who has other things on his mind, and who is ultimately of no 谁还有其他的东西他心里，是谁最终没有
help, but who builds the dramatic tension that holds the 帮助，但谁制造了戏剧性的紧张局势举行
viewer's interest. 观众的兴趣。 Will our boy Brad, find the answer and will 我们的男孩布拉德，找到答案，并将
he share it with you, the viewer? 他分享你的观众？ Act Three: The Payoff 法三：回报 Act three provides the resolution: the object of desire is 法提供了三个决议：对象的愿望是
secured and the need is gratified. 担保和需要的是满意的。 The audience is satisfied 观众满意
with the knowledge gained and the investment in time. 与获得的知识和投资时间。 Act three of the Lost Brad videos presents an attractive host 法三个失落的布拉德介绍了影片的吸引力所在
who interrupts the video and talks directly to the audience, 谁中断了视频和会谈直接向听众，
providing a teaser of one of the '18 Web-Marketing Concepts 提供了一个玩笑之一的'18网络营销观念
That Make A Difference,' and points the viewer to the complete 这有所作为，并指出观众完整的
article with the entire list of eighteen things to think about 文章与整个清单上的18个东西想
along with a complete explanation of each. 随着一个完整的解释每个。 Conclusion 结论 The Lost Brad Tapes initiative is an example of how to produce a 失落的布拉德磁带倡议是一个例子，如何产生
marketing campaign that delivers a business message by telling a 营销活动，提供了一个企业的信息告诉
story by following an organizational and development structure, 故事由下列组织和发展结构，
proven to be effective. 证明是有效的。 It is not a sales pitch; it asks for 这不是一个销售摊位，它要求
nothing from the viewer other their time; and it delivers sound 没有观众从其他的时间，它提供了良好的
business advice that establishes expertise. 商业咨询，确定专门知识。 If Web video is on your 'to do' list, but you're not sure how 如果网络视频是您的'做'的名单，但你不能确定如何
to go about telling your story, then the 120 Second, 3 Act 到去告诉你的故事，然后在120第二， 3个法案
Web-Video Solution is a good place to start. 网络视频解决方案是一个很好的开端。
Jerry Bader is Senior Partner at MRPwebmedia, a website design杰里贝德尔是高级合伙MRPwebmedia的网站设计
firm that specializes in Web-audio and Web-video.公司，专门从事网络音频和网络视频。 Visit访问
http://www.mrpwebmedia.com/ads , http://www.mrpwebmedia.com/ads ，
http://www.136words.com , and http://www.sonicpersonality.com . http://www.136words.com ，并http://www.sonicpersonality.com 。 Contact at info@mrpwebmedia.com联系info@mrpwebmedia.com
or telephone (905) 764-1246.或电话（ 905 ） 764-1246 。
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