chapter 12 print, electronic, and digital media, production william f. arens michael f. weigold...

Chapter 12Print, Electronic, and Digital

Media, Production

William F. Arens Michael F. Weigold Christian ArensMcGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

12-2

Billy Sunday (1862-1935)

12-3

Chapter Objectives

Discuss the challenges of managing the production process

Explain the stages of print production process

Explain how producing advertising for social media and the Web differs from traditional production

Review procedures for quality control in print production

Describe the key events in the TV commercial production process

List the key steps and events in the radio commercial production process

12-4

Chapter Overview

Overview of how marketing messages are produced for print, electronic, and digital media

12-5

14-5

SONY Ads

SONY Bravia Bouncy Balls CommercialSONY Bravia

Bouncy Balls Commercial – The MakingSONY Bravia Pyramid

12-6

Q. 1. What is the Production Manager’s (Producer) role in the advertising production process?

12-7

Production Manager’s Role

Planning and Organizing

Directing and Controlling

Time allocation

Supervise production staff and suppliers

12-8

Ad Production Time Varies

12-9

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)

Engraver Pre-press graphic services Paper costs Size of print run

12-10

Average Cost of a TV Commercial

12-11

Print Production Process

Press work

Prepress

Postup and mechanical

Type specification and typesetting

Rough or comprehensive layout

Manual Print Process

Press work

Platemaking

From design to shipping

Computerized Process

12-12

Q. 2. What are the four phases of the Print Production Process?

12-13

Preproduction

Project Planning

Log the project

Gather specifics

Backwards scheduling from due date

Typography

Readability

Appropriateness

Appearance and Harmony

Emphasis

JobPlanning

Color palette

Paper

Speed, quality, or economy

12-16

Choose two

Preproduction: Basic Choices

Speed

Quality

Economy

12-17

Production

Creating the Visual

Photos or illustrations

Stock or original

Preparing Mechanicals

Layout and mandatories

Base art Overlays

Camera-Ready Art and Halftones

Line artHalftone screens

Adjust-ments

12-22

Prepress

Color Separation

Cyan Magenta

Yellow Black

Printing & Finishing

Press Run

Binding Shipping

StrippingFilm Negatives

FlatsPrintPlates

14-23 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

12-24

Chapter Overview

Overview of how marketing messages are produced for print, electronic, and digital media

12-25

Ad Production

A 15-second ad can take a month to create

12-26

14-26

Prius Commercials

Prius Commercial 1Prius Local Dealer CommercialBudweiser Desert Mutants Commercial

12-27

Duplication and Distribution

Press Run Proofing Printing

Finishing Drying Cutting Binding Shipping

12-28

Q. 3. What are the ways to proof print production?

12-29

Production Quality Control

Misspellings

Mismeasured lines

Image size

Misplaced crop marks

Bad line and page breaks

Missing or wrong punctuation

Production Phase Quality Issues

12-30

Production Quality Control

Blueline proof

Analog proof (Chromalin)

Color key

Digital proof (Iris)

Press proof

Print Production Proofing

12-32

Q. 4. What do production managers need to look for in

proofs?

12-33

Production Quality Control

Traps and Bleeds

12-34

14-34

SONY Ads

SONY Bravia Paint Fireworks CommercialSONY Bravia

Paint Fireworks Commercial – The Making

12-35

Radio Commercial Production

12-36

Radio Commercial Production

PreproductionPostproduction

Master tape

Dubs

Assign producer

Select director

Select studio

Determine talent

Sound effects

Music

Production

Sound studio

Audio console

Control room

12-37

TV Commercial Production

12-38

Animation

Live action

Special effects

TV Commercial Production

Preproduction

Study the script

Analyze required production techniques

Study the storyboard

Choose location

12-39

TV Commercial Storyboard

12-40

TV Commercial Production

The Shoot

Sound

Lighting

Camera

Location

Talent

12-41

TV Commercial Production

Postproduction

Film editor

Sound mixer

Director

Editing

Mixing

Print

12-42

TV Commercial Postproduction

The director and editor select and splice scenes

12-43

TV Commercial Postproduction

The director and editor select and splice scenes

12-44

Advertising for Social Media & the Web

Viral VideoYouTube

12-45

Digital Media Career Opportunities

Production managerMultimedia producer

Director Engineer

Interactive planner Writer

System designer Copywriter

Computer programmer

Creative director

12-46

Website Production

Learn

Plan

Design

Code

Launch

Maintain