chapter ten producing ads for print, electronic, and digital media mcgraw-hill/irwin essentials of...
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chapter ten
Producing Ads for Print,
Electronic, and Digital Media
McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
10-2
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
10-3
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
10-4
Managing the Advertising Production Process
Planning
Directing Controlling
Organizing
10-5
Specific Tasks Managed by the Producer or Production Manager
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
10-6
Managing the Cost of Electronic Production
Radio TelevisionDigital Media
10-7
Radio
Least expensive electronic medium Primary costs
– Talent• Scale• Residual fee
– Music• Original music• Stock music
10-8
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
10-9
Print Production Process
Pre-production
Production
Prepress
Printing/ Distribution
10-10
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?
10-11
Production Phase: Creating
Creating the visual Preparing
mechanicals Camera-ready art
and halftones
10-12
Halftone Screens
A halftone screen breaks up continuous-tone artwork into tiny dots. The dots produce the illusion of shading.
10-13
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
10-14
Printing in Color
Four-color process CYMK printing
– Cyan– Yellow– Magenta– Black
Pantone Matching System
10-15
Duplication and Distribution Phase
Printing processes– Letterpress– Offset– Rotogravure– flexography
10-16
Prepress Quality
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
10-17
Phases in Producing Radio and TV Commercials
Preproduction
Postproduction
Production
10-18
Exhibit 10-4 Radio Production
This exhibit shows the three phases of production for radio commercials.
10-19
Exhibit 10-5 TV Production Process
10-20
Production Techniques
Live Action
AnimationSpecial Effects
10-21
Production: The Shoot
Sound Lights Camera Action
Different types of lights can enhance a scene.
10-22
Postproduction Phase
The director and editor can save money and time using computerized editing equipment to assemble
the final product.
10-23
Digital Media
Sound Music Motion Multimedia++ =
MultimediaComputer Technology
Digital Media+ =
10-24
Key Terms_1
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
10-25
Key Terms_2
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
10-26
Key Terms_3
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
10-27
Key Terms_4
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
10-28
Key Terms_5
Stripping Studio lot Supers Talent Text type
Trap Type family Typography Web page Work print
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