2. McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Producing Ads for Print, Electronic, and Digital Media

3. 12-2 Chapter Overview Overview of how ads and commercials are produced for print, electronic, and digital media

4. 12-3 Chapter Objectives Discuss 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

5. 12-4 Ad Production A 15-second ad can take a month to create

6. 12-5 Production Manager’s Role Planning Organizing Directing Controlling

7. 12-6 Managing Production Costs Overall Budget Busters   Inadequate planning   Production luxuries   Overtime   Special equipment   Hierarchy Print Production Electronic Production   Radio (least expensive)   Television (very expensive)   Digital media (larger distribution)   Chosen techniques   Pre-press services   Paper costs   Size of print run

8. 12-7 Average Cost of a TV Commercial

9. 12-8 Preproduction Project Planning Log in Typography Job jacket Schedule Job Planning Emphasis Readability Appearance Appropriate Harmony Color palette Paper Production methods

10. 12-9 Choose two Preproduction: Basic Choices Fast Cheap Good

11. 12-10 Production Creating the Visual Photos or illustrations Stock or original Preparing Mechanicals Layout & mandatories Base artOverlays Camera-Ready Art & Halftones Line art Halftone screens Adjust- ments

12. 12-11 Prepress Color Separation Cyan Magenta YellowBlack Printing & Finishing Press RunBindingShipping Stripping Film Negatives Flats Print Plates

13. 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

14. 12-13 Production Quality Control Blueline proof Analog proof (Chromalin) Color key Digital proof (Iris) Press proof Print Production Proofing

15. 12-14 Production Quality Control Traps and Bleeds

16. 12-15 Radio Commercial Production

17. 12-16 Radio Commercial Production ProductionPostproductionPreproduction Sound studio Audio console Control room Master tape Dubs Assign producer Select director Select studio Determine talent Prepare budget Estimate costs

18. 12-17 TV Commercial Production

19. 12-18 Animation Live action Special effects TV Commercial Production Preproduction Study the script Analyze required production techniques Study the storyboard Choose location

20. 12-19 TV Commercial Storyboard

21. 12-20 TV Commercial Production The Shoot Sound Lighting Camera Staging Talent

22. 12-21 TV Commercial Production Postproduction Film editor Sound mixer Director Editing Mixing Print

23. 12-22 TV Commercial Postproduction The director and editor select and splice scenes

24. 12-23 Digital Media Production Sound + Music + Motion = Multimedia

25. 12-24 Digital Media Production Multimedia + Computer Technology = Digital Media

26. 12-25 Venues for Digital Media Mass audience Academy Awards Private audience Meetings, conferences, seminars Personal audience One person using a kiosk, computer, TV

27. 12-26 Digital Media in Advertising Uses for Digital Media Multimedia sales presentation Dedicated kiosk Electronic billboard Web site

28. 12-27 Digital Media in Advertising Career Opportunities Production manager Multimedia producer Director Engineer Interactive planner Copywriter System designer Creative director

29. 12-28 Digital Media Production Preproduction Planning Costing Hiring Production Artwork created Video/Audio recorded Computer program developed Postproduction Editing Duplicating Distribution