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