1. Chapter 12 Print, Electronic, and Digital Media, Production William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

2. 12-2 Billy Sunday (1862-1935)

3. 12-3 Chapter Objectives Discuss the challenges of managing the production process Explain the stages of print production process Explain how producing advertising for social media and the Web differs from traditional production Review procedures for quality control in print production Describe the key events in the TV commercial production process List the key steps and events in the radio commercial production process

4. 12-4 Chapter Overview Overview of how marketing messages are produced for print, electronic, and digital media

5. 12-5 14-5 SONY Ads SONY Bravia Bouncy Balls Commercial SONY Bravia Bouncy Balls Commercial – The Making SONY Bravia Bouncy Balls Commercial – The Making SONY Bravia Pyramid

6. 12-6 Q. 1. What is the Production Manager’s (Producer) role in the advertising production process?

7. 12-7 Production Manager’s Role Planning and Organizing Directing and Controlling Time allocation Supervise production staff and suppliers

8. 12-8 Ad Production Time Varies

9. 12-9 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) Engraver Pre-press graphic services Paper costs Size of print run

10. 12-10 Average Cost of a TV Commercial

11. 12-11 Print Production Process Press work Prepress Postup and mechanical Type specification and typesetting Rough or comprehensive layout Manual Print Process Computerized Process

12. 12-12 Q. 2. What are the four phases of the Print Production Process?

13. 12-13 Preproduction Project Planning Log the project Gather specifics Backwards scheduling from due date Typography Readability Appropriateness Appearance and Harmony Emphasis Job Planning Color palette Paper Speed, quality, or economy

16. 12-16 Choose two Preproduction: Basic Choices Speed Quality Economy

17. 12-17 Production Creating the Visual Photos or illustrations Stock or original Preparing Mechanicals Layout and mandatories Base artOverlays Camera-Ready Art and Halftones Line art Halftone screens Adjust- ments

22. 12-22 Prepress Color Separation Cyan Magenta YellowBlack Printing & Finishing Press RunBindingShipping Stripping Film Negatives Flats Print Plates

23. 14-23 The Print Production Process Saatchi & Saatchi’s Toyota Prius print ad Insert photo 14.9b, p. 456 Prius print ad Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi

24. 12-24 Chapter Overview Overview of how marketing messages are produced for print, electronic, and digital media

25. 12-25 Ad Production A 15-second ad can take a month to create

26. 12-26 14-26 Prius Commercials Prius Commercial 1 Prius Local Dealer Commercial Budweiser Desert Mutants Commercial

27. 12-27 Duplication and Distribution Press Run Proofing Printing Finishing Drying Cutting Binding Shipping

28. 12-28 Q. 3. What are the ways to proof print production?

29. 12-29 Production Quality Control Misspellings Mismeasured lines Image size Misplaced crop marks Bad line and page breaks Missing or wrong punctuation Production Phase Quality Issues

30. 12-30 Production Quality Control Blueline proof Analog proof (Chromalin) Color key Digital proof (Iris) Press proof Print Production Proofing

32. 12-32 Q. 4. What do production managers need to look for in proofs?

33. 12-33 Production Quality Control Traps and Bleeds

34. 12-34 14-34 SONY Ads SONY Bravia Paint Fireworks Commercial SONY Bravia Paint Fireworks Commercial – The Making SONY Bravia Paint Fireworks Commercial – The Making

35. 12-35 Radio Commercial Production

36. 12-36 Preproduction Postproduction Master tape Dubs Assign producer Select director Select studio Determine talent Sound effects Music Production Sound studio Audio console Control room

37. 12-37 TV Commercial Production

38. 12-38 Animation Live action Special effects TV Commercial Production Preproduction Study the script Analyze required production techniques Study the storyboard Choose location

39. 12-39 TV Commercial Storyboard

40. 12-40 TV Commercial Production The Shoot Sound Lighting Camera Location Talent

41. 12-41 TV Commercial Production Postproduction Film editor Sound mixer Director Editing Mixing Print

42. 12-42 TV Commercial Postproduction The director and editor select and splice scenes

43. 12-43 TV Commercial Postproduction The director and editor select and splice scenes

44. 12-44 Advertising for Social Media & the Web YouTube

45. 12-45 Digital Media Career Opportunities Production manager Multimedia producer Director Engineer Interactive planner Writer System designer Copywriter Computer programmer Creative director

46. 12-46 Website Production LearnPlanDesignCodeLaunchMaintain