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Chapter 12 Producing Ads for Print, Electronic, and Digital Media

Chapter 12 Producing Ads for Print, Electronic, and Digital Media. Chapter Overview. Overview of how ads and commercials are produced for print, electronic, and digital media. Chapter Objectives. Discuss the role of computers in print production.

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Chapter 12 Producing Ads for Print, Electronic, and Digital Media

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  1. Chapter 12Producing Ads for Print, Electronic, and Digital Media

  2. Chapter Overview Overview of how ads and commercials are produced for print, electronic, and digital media

  3. Chapter Objectives Discuss the role of computers in print production Explain the development process for ads and brochures Explain the development process for ads and brochures Explain the development process for radio and TV Understand how to save money in radio and TV production Discuss how print ads are prepared for the press Explain uses for digital media

  4. Ad Production A 15-second ad can take a month to create

  5. Production Manager’s Role Planning Organizing Directing Controlling

  6. Managing Production Costs • Radio (least expensive) • Television (very expensive) • Digital media (larger distribution) • Inadequate planning • Production luxuries • Overtime • Special equipment • Hierarchy Overall Budget Busters • Chosen techniques • Pre-press services • Paper costs • Size of print run PrintProduction ElectronicProduction

  7. Average Cost of a TV Commercial

  8. Preproduction Project Planning Typography JobPlanning Log in Emphasis Color palette Job jacket Readability Paper Schedule Appearance Production methods Appropriate Harmony

  9. Preproduction: Basic Choices Fast Cheap Good Choose two

  10. Production Adjust-ments Creating the Visual Photos or illustrations Stock or original Preparing Mechanicals Layout & mandatories Base art Overlays Camera-Ready Art & Halftones Line art Halftone screens

  11. Prepress Film Negatives Flats PrintPlates Cyan Yellow Black Magenta Press Run Binding Shipping Stripping Color Separation Printing & Finishing

  12. Production Quality Control Production Phase Quality Issues Misspellings Mismeasured lines Image size Crop marks Bad line and page breaks Missing or wrong punctuation

  13. Production Quality Control Print Production Proofing Blueline proof Analog proof (Chromalin) Color key Digital proof (Iris) Press proof

  14. Production Quality Control Traps and Bleeds

  15. Radio Commercial Production

  16. Radio Commercial Production Preproduction Production Postproduction Assign producer Sound studio Master tape Select studio Control room Dubs Select director Audio console Determine talent Estimate costs Prepare budget

  17. TV Commercial Production

  18. TV Commercial Production Preproduction Study the script Study the storyboard Analyze required production techniques Live action Animation Choose location Special effects

  19. TV Commercial Storyboard

  20. TV Commercial Production The Shoot Sound Lighting Camera Staging Talent

  21. TV Commercial Production Editing Mixing Print Postproduction Film editor Sound mixer Director

  22. TV Commercial Postproduction The director and editor select and splice scenes

  23. Digital Media Production Sound + Music + Motion = Multimedia

  24. Digital Media Production Multimedia + Computer Technology = Digital Media

  25. Venues for Digital Media Mass audience Academy Awards Private audience Meetings, conferences, seminars Personal audience One person using a kiosk, computer, TV

  26. Digital Media in Advertising Multimedia sales presentation Dedicated kiosk Electronic billboard Web site Uses for Digital Media

  27. Digital Media in Advertising Career Opportunities Multimedia producer Engineer Copywriter Creative director Production manager Director Interactive planner System designer

  28. Digital Media Production Preproduction Planning Hiring Costing Production Artwork created Video/Audio recorded Computer program developed Postproduction Editing Distribution Duplicating

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