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Managing Advertising Production Process for Print, Electronic, and Digital Media

Explore development processes, major production techniques, and cost-saving strategies for print ads, radio, television, and digital media. Learn about pre-production, production, prepress, printing, duplication, and distribution phases in advertising production.

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Managing Advertising Production Process for Print, Electronic, and Digital Media

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  1. McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved. chapter ten Producing Ads for Print, Electronic, and Digital Media

  2. Objectives_1 • Explain the development process for print ads and brochures from initial concept through final production • Discuss how materials for printing are prepared for the press • Explain the development process for radio and TV commercials from initial concept through final production

  3. Objectives_2 • Describe the major production techniques for TV commercials • Understand ways to save money in print, radio, and television production • Explain the major types of digital media and their evolving role in advertising

  4. Managing the Advertising Production Process Planning Organizing Directing Controlling

  5. Reproduction of visuals Shooting and editing of scenes Precise specification and placement of type Checking, approving, duplicating, shipping of final art, negatives, tape, or film to media Specific Tasks Managed by the Producer or Production Manager

  6. Managing the Cost of Electronic Production Radio Television Digital Media

  7. Radio • Least expensive electronic medium • Primary costs • Talent • Scale • Residual fee • Music • Original music • Stock music

  8. Television • Average cost of producing a 30-second commercial in 2003 was $372,000 • Factors increasing television production budgets include • Use of children, animals, superstar talent and directors • Large casts • Animation • Special effects • Use of location and studio shooting • Major script changes • Expensive set decoration

  9. Print Production Process Pre-production Production Prepress Printing/ Distribution

  10. Preproduction Phase: Planning • What equipment will be needed? • How will we get it? • What materials are necessary? • What human resources are needed? • Will there be any special expenses associated with the job? • How many production artists are needed? • What are the publication closing dates?

  11. Production Phase: Creating • Creating the visual • Preparing mechanicals • Camera-ready art and halftones

  12. Halftone Screens A halftone screen breaks up continuous-tone artwork into tiny dots. The dots produce the illusion of shading.

  13. Prepress Phase • Printer makes plates from the mechanical • Elements of the ad are converted into film negatives, which are mounted onto flats • A printing plate prints only one color at a time

  14. Printing in Color • Four-color process • CYMK printing • Cyan • Yellow • Magenta • Black • Pantone Matching System

  15. Duplication and Distribution Phase • Printing processes • Letterpress • Offset • Rotogravure • flexography

  16. Ways to Proof Print Blueline Color keys Analog Digital What to Look for Scratches Minute holes or dots Blemishes Unevenness of ink coverage Dot patterns Traps Bleeds Prepress Quality

  17. Phases in Producing Radio and TV Commercials Preproduction Production Postproduction

  18. Exhibit 10-4 Radio Production This exhibit shows the three phases of production for radio commercials.

  19. Exhibit 10-5 TV Production Process

  20. Production Techniques Live Action Animation Special Effects

  21. Production: The Shoot • Sound • Lights • Camera • Action Different types of lights can enhance a scene.

  22. Postproduction Phase The director and editor can save money and time using computerized editing equipment to assemble the final product.

  23. Digital Media Sound Music Motion Multimedia + + = Multimedia Computer Technology Digital Media + =

  24. Analog proof Animation Answer print Audio console Base art Bleed Blueline Camera-ready art Closing date Color key Color separation Continuous tone Control room CYMK printing Digital media Digital proof Digital video effects Director Key Terms_1

  25. Display type Dubs Dupes Electronic production Flats Font Four-color process Halftone Job jacket Kerning Kiosk Leading Line art Live action Location Mass audience venue Key Terms_2

  26. Master tape Mechanical Mixed interlock Mnemonic device Multimedia presentation Overlay PANTONE Matching System Personal audience venue Points Postproduction phase Prepress phase Preproduction Press proof Print production Key Terms_3

  27. Print production manager Print production process Private audience venue Producer Production phase Residual fee Reverse knockout Sans serif Scale Serif Session Special effects Spot Stock music Key Terms_4

  28. Stripping Studio lot Supers Talent Text type Trap Type family Typography Web page Work print Key Terms_5

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