1. chapter ten Producing Ads for Print, Electronic, and Digital Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

2. 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

3. 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

4. 10-4 Managing the Advertising Production Process Planning DirectingControlling Organizing

5. 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

6. 10-6 Managing the Cost of Electronic Production RadioTelevision Digital Media

7. 10-7 Radio  Least expensive electronic medium  Primary costs –Talent Scale Residual fee –Music Original music Stock music

8. 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

9. 10-9 Print Production Process Pre-production Production Prepress Printing/ Distribution

10. 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?

11. 10-11 Production Phase: Creating  Creating the visual  Preparing mechanicals  Camera-ready art and halftones

12. 10-12 Halftone Screens A halftone screen breaks up continuous-tone artwork into tiny dots. The dots produce the illusion of shading.

13. 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

14. 10-14 Printing in Color  Four-color process  CYMK printing –Cyan –Yellow –Magenta –Black  Pantone Matching System

15. 10-15 Duplication and Distribution Phase  Printing processes –Letterpress –Offset –Rotogravure –flexography

16. 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

17. 10-17 Phases in Producing Radio and TV Commercials Preproduction Postproduction Production

18. 10-18 Exhibit 10-4 Radio Production This exhibit shows the three phases of production for radio commercials.

19. 10-19 Exhibit 10-5 TV Production Process

20. 10-20 Production Techniques Live Action Animation Special Effects

21. 10-21 Production: The Shoot  Sound  Lights  Camera  Action Different types of lights can enhance a scene.

22. 10-22 Postproduction Phase The director and editor can save money and time using computerized editing equipment to assemble the final product.

23. 10-23 Digital Media SoundMusicMotionMultimedia ++ = Computer Technology Digital Media + =

24. 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

25. 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

26. 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

27. 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

28. 10-28 Key Terms_5  Stripping  Studio lot  Supers  Talent  Text type  Trap  Type family  Typography  Web page  Work print