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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital Media
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Page 1: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 12

Producing Ads for Print,

Electronic, and Digital

Media

Page 2: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-2

Chapter Overview

Overview of how ads and commercials are produced for

print, electronic, and digital media

Page 3: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-3

Chapter Objectives

Discuss the role of computers in print

production

Explain the development process for ads and brochures

Understand how to save money in radio and TV 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

Explain uses for digital media

Page 4: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-4

Ad Production

A 15-second ad can take a month to create

Page 5: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-5

Production Manager’s Role

Planning

Organizing

Directing

Controlling

Page 6: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-6

Managing Production Costs

Overall Budget Busters

Inadequate planning Production luxuries Overtime Special equipment Hierarchy

PrintProduction

ElectronicProduction

Radio (least expensive) Television (very expensive) Digital media (larger distribution)

Chosen techniques Pre-press services Paper costs Size of print run

Page 7: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-7

Average Cost of a TV

Commercial

Page 8: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-8

Preproduction

Project Planning

Log in

Typography

Job jacket

Schedule

JobPlanning

Emphasis

Readability

Appearance

Appropriate

Harmony

Color palette

Paper

Production methods

Page 9: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-9

Choose two

Preproduction: Basic Choices

Fast

Cheap

Good

Page 10: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-10

Production

Creating the Visual

Photos or illustrations

Stock or original

Preparing Mechanicals

Layout & mandatorie

sBase art Overlays

Camera-Ready Art & Halftones Line art

Halftone screens

Adjust-ments

Page 11: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-11

Prepress

Color Separation Cyan MagentaYellow Black

Printing & Finishing Press Run Binding Shipping

Stripping Film Negatives

FlatsPrint

Plates

Page 12: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-12

Production Quality Control

Misspellings

Mismeasured lines

Image size

Crop marks

Bad line and page breaks

Missing or wrong punctuation

Production Phase Quality Issues

Page 13: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-13

Production Quality Control

Blueline proof

Analog proof (Chromalin)

Color key

Digital proof (Iris)

Press proof

Print Production Proofing

Page 14: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-14

Production Quality Control

Traps and Bleeds

Page 15: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-15

Radio Commercial Production

Page 16: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-16

Radio Commercial Production

Production PostproductionPreproduction

Sound studio

Audio console

Control room

Master tape

Dubs

Assign producer

Select director

Select studio

Determine talent

Prepare budget

Estimate costs

Page 17: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-17

TV Commercial Production

Page 18: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-18

Animation

Live action

Special effects

TV Commercial Production

Preproduction

Study the script

Analyze required production techniques

Study the storyboard

Choose location

Page 19: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-19

TV Commercial Storyboard

Page 20: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-20

TV Commercial Production

The Shoot

Sound

Lighting

Camera

Staging

Talent

Page 21: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-21

TV Commercial Production

Postproduction

Film editor

Sound mixer

Director

Editing

Mixing

Print

Page 22: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-22

TV Commercial

Postproduction

The director and editor select and splice scenes

Page 23: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-23

Digital Media Production

Sound + Music + Motion = Multimedia

Page 24: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-24

Digital Media Production

Multimedia + Computer Technology = Digital Media

Page 25: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-25

Venues for Digital Media

Mass audience Academy Awards

Private audienceMeetings,

conferences, seminars

Personal audience

One person using a kiosk, computer, TV

Page 26: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-26

Digital Media in Advertising

Uses for Digital Media

Multimedia sales presentation

Dedicated kiosk

Electronic billboard

Web site

Page 27: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-27

Digital Media in Advertising

Career Opportunities

Production manager Multimedia producer

Director Engineer

Interactive planner Copywriter

System designer Creative director

Page 28: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital.

12-28

Digital Media Production

Preproduction Planning

Costing

Hiring

Production Artwork created

Video/Audio recorded

Computer program developed

Postproduction Editing

Duplicating

Distribution


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