chapter 12 print, electronic, and digital media, production william f. arens michael f. weigold...
TRANSCRIPT
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.
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Billy Sunday (1862-1935)
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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
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Chapter Overview
Overview of how marketing messages are produced for print, electronic, and digital media
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14-5
SONY Ads
SONY Bravia Bouncy Balls CommercialSONY Bravia
Bouncy Balls Commercial – The MakingSONY Bravia Pyramid
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Q. 1. What is the Production Manager’s (Producer) role in the advertising production process?
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Production Manager’s Role
Planning and Organizing
Directing and Controlling
Time allocation
Supervise production staff and suppliers
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Ad Production Time Varies
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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
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Average Cost of a TV Commercial
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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
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Q. 2. What are the four phases of the Print Production Process?
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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
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Choose two
Preproduction: Basic Choices
Speed
Quality
Economy
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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
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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
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Chapter Overview
Overview of how marketing messages are produced for print, electronic, and digital media
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Ad Production
A 15-second ad can take a month to create
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Prius Commercials
Prius Commercial 1Prius Local Dealer CommercialBudweiser Desert Mutants Commercial
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Duplication and Distribution
Press Run Proofing Printing
Finishing Drying Cutting Binding Shipping
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Q. 3. What are the ways to proof print production?
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Production Quality Control
Misspellings
Mismeasured lines
Image size
Misplaced crop marks
Bad line and page breaks
Missing or wrong punctuation
Production Phase Quality Issues
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Production Quality Control
Blueline proof
Analog proof (Chromalin)
Color key
Digital proof (Iris)
Press proof
Print Production Proofing
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Q. 4. What do production managers need to look for in
proofs?
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Production Quality Control
Traps and Bleeds
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SONY Ads
SONY Bravia Paint Fireworks CommercialSONY Bravia
Paint Fireworks Commercial – The Making
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Radio Commercial Production
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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
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TV Commercial Production
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Animation
Live action
Special effects
TV Commercial Production
Preproduction
Study the script
Analyze required production techniques
Study the storyboard
Choose location
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TV Commercial Storyboard
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TV Commercial Production
The Shoot
Sound
Lighting
Camera
Location
Talent
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TV Commercial Production
Postproduction
Film editor
Sound mixer
Director
Editing
Mixing
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TV Commercial Postproduction
The director and editor select and splice scenes
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TV Commercial Postproduction
The director and editor select and splice scenes
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Advertising for Social Media & the Web
Viral VideoYouTube
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Digital Media Career Opportunities
Production managerMultimedia producer
Director Engineer
Interactive planner Writer
System designer Copywriter
Computer programmer
Creative director
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Website Production
Learn
Plan
Design
Code
Launch
Maintain