chapter14

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Producing Ads for Print, Electronic, and Digital

MediaOverview of how ads and

commercials are produced for print, electronic, & digital media

Chapter

14-3

Chapter 14 Objectives

Discuss the role of computers in print production

Explain the development process for ads and brochures

Discuss how print ads are prepared for the press

Explain the development process for radio and TV

Describe the major typesof TV commercials

Understand how tosave money in radioand TV production

Discuss the use ofspecial effects in TV Explain how digital media

are useful

14-4Managing the Advertising Production ProcessProduction Manager’s Role

Planning Organizing Directing Controlling

Managing Production CostsBudget Busters

PrintProduction

ElectronicProduction

Inadequate planning Production luxuries Overtime Special equipment Hierarchy

Radio Television Digital media

14-5Managing the Advertising Production Process

Pot Noodle ad made by a computer for use on other computers

Insert photo 14.3, p. 444

Pot Noodle ad

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

14-6The Print Production Process:Preproduction

Job Planning

Typography

Project Planning Log in Job jacket

Emphasis Appropriate Appearance

Color palette

PaperProduction methods

Schedule

Readability Harmony

14-7The Print Production Process:Production

Creating the Visual

Photos or illustrations

Stock or original

Preparing Mechanicals

Layout & mandatories

Base art Overlays

Camera-Ready Art & Halftones

Line artHalftone screens

14-8The Print Production Process:Prepress and Press

Negatives

Color Separation

Stripping

Cyan Magenta Yellow Black

Printing & Finishing

Press Run Binding Shipping

14-9

The Print Production ProcessSaatchi & Saatchi’s Toyota Prius print ad

Insert photo 14.9b, p. 456

Prius print ad

Position = 0.35” horiz., 0.4” vertical

Size = 5.75” TALL

Resolution: 300 dpi

14-10

TrapsBleeds

Bluelines Chromalin proofsColor keys Press proofs

Quality Control inPrint Production

What to look for

Production Phase

Prepress Phase Ways to proof

Insert ex. 14-4, p. 453

Overprint, knockout, traps examples

Position = centered horiz., 4.26” vertical

Size = 7.11” WIDE

Resolution: 300 dpi

14-11The Radio CommercialProduction Process

Insert ex. 14-5, p. 460

Production stages of radio commercials

Position = centered horiz., 2.1” vertical

Size = 7.11” WIDE

Resolution: 300 dpi

14-12

Production

The Radio CommercialProduction Process

PostproductionPreproduction

Sound studio

Control room

Audio console

Master tape

Dubs

14-13The Television CommercialProduction Process

Insert ex. 14-6, p. 462

Film and videotape production process

Position = centered horiz., 1.8” vertical

Size = 7.11” WIDE

Resolution: 300 dpi

14-14The Television CommercialProduction Process

PreproductionPlan techniques

Script & storyboard

14-15The Television CommercialProduction Process

Production: The Shoot

Preproduction

Location

Lights

Sound

Cameras

Talent

14-16The Television CommercialProduction Process

Production: The Shoot

PostproductionPreproduction

Editing

Mixing

Prints

14-17The Television CommercialProduction Process

Postproduction phase when director and editor select and splice scenes

Insert photo 14.21, p. 468

Postproduction phase

Position 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

14-18Producing Advertisingfor Digital Media

Emergence MultimediaDigitalmedia

Audiencevenues

Mass Private Personal

ProductionProcess

People and Jobs

Role in Advertising

IMC