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Producing Ads for Print, Electronic, and Digital Media

Overview of how ads and commercials are produced for print, electronic, & digital media. Chapter. Producing Ads for Print, Electronic, and Digital Media. Chapter 14 Objectives. Discuss the role of computers in print production. Explain the development process for ads and brochures.

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Producing Ads for Print, Electronic, and Digital Media

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  1. Overview of how ads and commercials are produced for print, electronic, & digital media Chapter Producing Ads for Print, Electronic, and Digital Media

  2. 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 mediaare useful

  3. Inadequate planning • Production luxuries • Overtime • Special equipment • Hierarchy • Radio • Television • Digital media Managing the Advertising Production Process Production Manager’s Role Planning Organizing Directing Controlling Managing Production Costs Budget Busters PrintProduction ElectronicProduction

  4. Managing 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

  5. The Print Production Process:Preproduction Project Planning Log in Job jacket Schedule Typography Emphasis Appropriate Appearance Readability Harmony Job Planning Color palette Paper Production methods

  6. The 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 art Halftone screens

  7. The Print Production Process:Prepress and Press Stripping Color Separation Cyan Magenta Yellow Black Negatives Printing & Finishing Press Run Binding Shipping

  8. The Print Production Process Insert photo 14.9b, p. 456 Prius print ad Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi Saatchi & Saatchi’s Toyota Prius print ad

  9. Bluelines Chromalin proofs Color keys Press proofs Traps Bleeds Quality Control inPrint Production Production Phase Prepress Phase Ways to proof What to look for Insert ex. 14-4, p. 453 Overprint, knockout, traps examples Position = centered horiz., 4.26” vertical Size = 7.11” WIDE Resolution: 300 dpi

  10. The 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

  11. The Radio CommercialProduction Process Preproduction Production Postproduction Sound studio Master tape Audio console Dubs Control room

  12. The 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

  13. The Television CommercialProduction Process Preproduction Plan techniques Script & storyboard

  14. The Television CommercialProduction Process Preproduction Production: The Shoot Location Sound Lights Cameras Talent

  15. The Television CommercialProduction Process Preproduction Production: The Shoot Postproduction Editing Mixing Prints

  16. The 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

  17. Mass • Private • Personal Role in Advertising IMC People and Jobs ProductionProcess Producing Advertisingfor Digital Media Emergence Multimedia Digitalmedia Audiencevenues

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