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McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 14 Producing Ads for Print, Electronic, and Digital Media An overview of how ads and commercials are produced for print, electronic, and digital media
Objectives Discuss the role of computers in print production Explain the development process for ads and brochures Explain the development process for radio and TV Discuss how materials for printing are prepared for the press Understand how to save money in radio and TV production Describe the major types of TV commercials Explain how digital media are useful Discuss the use of special effects in TV
Managing the Advertising Production Process Role of the production manager or producer Planning and organizing Directing and controlling Common budget busters Managing production costs Inadequate planning Production luxuries Print Electronic Digital Overtime Special equipment Hierarchy
The Print Production Process Preproduction Production Prepress Printing and distribution
Preproduction Planning the project Begins when a creative concept is approved Production manager “logs in” Opens a “job jacket” Sets closing dates
Preproduction Planning the project Typography and copy casting Typography: art of selecting and setting type Readability Appropriateness Harmony Appearance Emphasis
Preproduction Planning the project Typography and copy casting Typography: art of selecting and setting type Copycasting: calculating the block of space type will occupy Word-count method Character-count method
Preproduction Planning the project Typography and copy casting Planning the job Color palettes Paper Production methods
Production Creating the visual Stock photos can save money More expensive projects require illustrators or photographers
Production Creating the visual Preparing mechanicals Camera-ready art and halftones More expensive projects require illustrators or photographers Line art Halftone screens
Prepress Phase Stripping, negs, and plates Printing in color Four-color process CYMK printing Four-color separations
Duplication and Distribution Phase Press run Finishing
Quality Control in Print Production Production phase quality issues Prepress quality issues Ways to proof print production Blueline proof Digital proof Analog proof Press proof Color key
Quality Control in Print Production Production phase quality issues Prepress quality issues Ways to proof print production What to look for in a proof Traps Bleeds
The Radio Commercial Production Process Production Preproduction Sound studio Audio console Control room Postproduction Dubs Master tape
The Television Commercial Production Process The Producer Preproduction Live action Special effects Animation Production Lights Action: staging and talent Quiet on the set: sound Camera Postproduction Mixed interlock Supers Dupes Work print Answer print
Producing Advertising for Digital Media Emergence of digital media Sound + music + motion = multimedia Venues for digital media Mass audience venue multimedia + computer technology = digital media Private audience venues Personal audience venues Interactive TV
Producing Advertising for Digital Media Emergence of digital media Role of digital media in advertising The people who produce digital media advertising The production process