Chapter 12 Producing Ads for Print, Electronic, and Digital Media
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Transcript of Chapter 12 Producing Ads for Print, Electronic, and Digital Media
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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 12
Producing Ads for Print, Electronic, and Digital
Media
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Chapter Overview
Overview of how ads and commercials are produced for
print, electronic, and digital media
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Chapter ObjectivesDiscuss the role of computers in print
production
Explain the development process for ads and brochures
Understand how to save money in radio and TV 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
Explain uses for digital media
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Ad Production
A 15-second ad can take a month to create
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Production Manager’s Role
Planning
Organizing
Directing
Controlling
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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)
Chosen techniques Pre-press services Paper costs Size of print run
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Average Cost of a TV Commercial
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Preproduction
Project Planning
Log in
Typography
Job jacket
Schedule
JobPlanning
Emphasis
Readability
Appearance
Appropriate
Harmony
Color palette
Paper
Production methods
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Choose two
Preproduction: Basic Choices
Fast
Cheap
Good
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Production
Creating the Visual
Photos or illustrations
Stock or original
Preparing Mechanicals
Layout & mandatorie
sBase art Overlays
Camera-Ready Art & Halftones Line art Halftone
screens
Adjust-ments
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Prepress
Color Separation Cyan MagentaYellow Black
Printing & Finishing Press Run Binding Shipping
Stripping Film Negatives Flats Print
Plates
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Production Quality Control
Misspellings
Mismeasured lines
Image size
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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Production Quality Control
Traps and Bleeds
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Radio Commercial Production
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Radio Commercial Production
Production PostproductionPreproduction
Sound studio
Audio console
Control room
Master tape
Dubs
Assign producer
Select director
Select studio
Determine talent
Prepare budget
Estimate costs
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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
Staging
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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Digital Media Production
Sound + Music + Motion = Multimedia
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Digital Media Production
Multimedia + Computer Technology = Digital Media
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Venues for Digital Media
Mass audience Academy Awards
Private audience Meetings, conferences, seminars
Personal audience
One person using a kiosk, computer, TV
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Digital Media in AdvertisingUses for Digital Media
Multimedia sales presentation
Dedicated kiosk
Electronic billboard
Web site
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Digital Media in Advertising
Career Opportunities
Production manager Multimedia producer
Director Engineer
Interactive planner Copywriter
System designer Creative director
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Digital Media Production
Preproduction Planning
Costing
Hiring
Production Artwork created
Video/Audio recordedComputer program
developed
Postproduction Editing
Duplicating
Distribution