chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital Media

10-3 Chapter 10 Objectives 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 Describe the major production techniques for TV commercials Understand how to save money in print, radio and TV production Explain the major types of digital media and their evolving role in advertising

10-4 Managing the Advertising Production Process Production Manager’s Role PlanningOrganizingDirectingControlling Managing Production Costs Budget Busters Print Production Electronic Production  Inadequate planning  Production luxuries  Overtime  Special equipment  Hierarchy  Radio  Television  Digital media

10-5 Managing the Advertising Production Process National ad for Toyota Prius: ads of this caliber may require a month or longer to create

10-6 The Print Production Process: Preproduction Job Planning Typography Project Planning Log inJob jacket EmphasisAppropriateAppearance Color palette Production methods Speed, quality or economy Schedule ReadabilityHarmony

10-7 The Print Production Process: Preproduction Singapore Airlines ad: the typeface conveys luxury

10-8 The Print Production Process: Production Creating the Visual Photos or illustrations Stock or original Preparing Mechanicals LayoutBase artOverlays Camera-Ready Art & Halftones Line art Halftone screens

10-9 The Print Production Process: Prepress and Press Negatives Color Separation Stripping CyanMagentaYellowBlack Printing & Finishing Press RunBindingShipping

10-10 Traps Bleeds BluelinesChromalin proofs Color keysPress proofs Quality Control in Print Production What to look for Production Phase Prepress Phase Ways to proof

10-11 Production The Radio Commercial Production Process PostproductionPreproduction Sound studio Control room Audio console Master tape Dubs

10-12 The Radio Commercial Production Process

10-13 The Television Commercial Production Process

10-14 The Television Commercial Production Process Preproduction Plan techniques Script & storyboard Live action Animation Special effects

10-15 The Television Commercial Production Process Production: The Shoot Preproduction Location Lights Sound Cameras Talent

10-16 The Television Commercial Production Process Production: The Shoot PostproductionPreproduction Editing Mixing Prints

10-17 The Television Commercial Production Process Postproduction phase when director and editor select and splice scenes

10-18 Producing Advertising for Digital Media Emergence Multimedia Digital media Audience venues  Mass  Private  Personal Production Process People and Jobs Role in Advertising IMC