McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 12

Producing Ads for Print, Electronic, and Digital

Media

12-2

Chapter Overview

Overview of how ads and commercials are produced for

print, electronic, and digital media

12-3

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

12-4

Ad Production

A 15-second ad can take a month to create

12-5

Production Manager’s Role

Planning

Organizing

Directing

Controlling

12-6

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

12-7

Average Cost of a TV Commercial

12-8

Preproduction

Project Planning

Log in

Typography

Job jacket

Schedule

JobPlanning

Emphasis

Readability

Appearance

Appropriate

Harmony

Color palette

Paper

Production methods

12-9

Choose two

Preproduction: Basic Choices

Fast

Cheap

Good

12-10

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

12-11

Prepress

Color Separation Cyan MagentaYellow Black

Printing & Finishing Press Run Binding Shipping

Stripping Film Negatives Flats Print

Plates

12-12

Production Quality Control

Misspellings

Mismeasured lines

Image size

Crop marks

Bad line and page breaks

Missing or wrong punctuation

Production Phase Quality Issues

12-13

Production Quality Control

Blueline proof

Analog proof (Chromalin)

Color key

Digital proof (Iris)

Press proof

Print Production Proofing

12-14

Production Quality Control

Traps and Bleeds

12-15

Radio Commercial Production

12-16

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

12-17

TV Commercial Production

12-18

Animation

Live action

Special effects

TV Commercial Production

Preproduction

Study the script

Analyze required production techniques

Study the storyboard

Choose location

12-19

TV Commercial Storyboard

12-20

TV Commercial Production

The Shoot

Sound

Lighting

Camera

Staging

Talent

12-21

TV Commercial Production

Postproduction

Film editor

Sound mixer

Director

Editing

Mixing

Print

12-22

TV Commercial Postproduction

The director and editor select and splice scenes

12-23

Digital Media Production

Sound + Music + Motion = Multimedia

12-24

Digital Media Production

Multimedia + Computer Technology = Digital Media

12-25

Venues for Digital Media

Mass audience Academy Awards

Private audience Meetings, conferences, seminars

Personal audience

One person using a kiosk, computer, TV

12-26

Digital Media in AdvertisingUses for Digital Media

Multimedia sales presentation

Dedicated kiosk

Electronic billboard

Web site

12-27

Digital Media in Advertising

Career Opportunities

Production manager Multimedia producer

Director Engineer

Interactive planner Copywriter

System designer Creative director

12-28

Digital Media Production

Preproduction Planning

Costing

Hiring

Production Artwork created

Video/Audio recordedComputer program

developed

Postproduction Editing

Duplicating

Distribution