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.

12-2 Billy Sunday ( )

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

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

SONY Ads SONY Bravia Bouncy Balls Commercial SONY Bravia Bouncy Balls Commercial – The Making SONY Bravia Bouncy Balls Commercial – The Making SONY Bravia Pyramid

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

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

12-8 Ad Production Time Varies

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

12-10 Average Cost of a TV Commercial

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

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

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

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

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

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

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

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

Prius Commercials Prius Commercial 1 Prius Local Dealer Commercial Budweiser Desert Mutants Commercial

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

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

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

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

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

12-33 Production Quality Control Traps and Bleeds

SONY Ads SONY Bravia Paint Fireworks Commercial SONY Bravia Paint Fireworks Commercial – The Making SONY Bravia Paint Fireworks Commercial – The Making

12-35 Radio Commercial Production

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

12-37 TV Commercial Production

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

12-39 TV Commercial Storyboard

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

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

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

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

12-44 Advertising for Social Media & the Web YouTube

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

12-46 Website Production LearnPlanDesignCodeLaunchMaintain