Producing Ads Chapter 10 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives LO1: Understand ways to save money in print and electronic production. LO2: Explain the process for producing print ads & brochures. LO3: Explain the production process for radio ads. LO4: Describe the major production techniques for TV commercials. LO5: List the ways the digital media save money as compared with print and electronic media. 10-2

Managing Advertising Production The role of the production manager/producer The production manager or producer is responsible for the stages of the production of any advertisement. They are in charge of four major functions. planning, organizing, directing, and controlling 10-3

Managing Advertising Production Managing Production Costs Managing the costs of Print print production refers to the systematic process an approved design goes through from concept to final publication big cost factor with print ads is the engraver provides color separations, retouching, proofs, digital files 10-4

The Print Production Process Production has four major phases Preproduction Production Prepress Printing & Distribution 10-5

The Print Production Process Typography The art of selecting and setting type Four important criteria readability appropriateness harmony or appearance emphasis Some companies commission new typefaces, others use one type consistently 10-6

The Print Production Process Production Phase Creating the visual Photography can be original or stock photography Preparing Mechanicals The camera-ready pasteup of the artwork layered for color separation art elements must be properly positioned so the printer can photograph each layer 10-7

The Print Production Process Prepress Phase Printing in color four-color process (CMYK) simulates nearly all colors by combining cyan, magenta, yellow and black uses 4 different plates with halftones for each color when less then 4 colors are needed, blended inks are used Pantone (PMS) colors are one popular color system 10-8

The Print Production Process Duplicating and Distribution Phase Select printing process letterpress, offset, rotogravure, flexography Press Run alignment is checked, proofs checked, run speeds up Finishing ink dried, paper trimmed, sent for additional finishing 10-9

Radio Commercial Production Preproduction assign a radio producer or hire a freelance producer select a studio and director determine the necessary talent estimate costs, prepare a budget for the client’s approval 10-10

Radio Commercial Production 10-11

The Television Commercial Production Process Three basic stages Preproduction, Production, Postproduction 10-12

The Television Commercial Production Process Preproduction Good planning saves money Three types of preproduction techniques live action animation special effects 10-13

The Television Commercial Production Process Planning production Commercials are created by a team producer writer art director director musical composer & choreographer 10-14

The Television Commercial Production Process Production: The Shoot Procedures for recording are similar to radio Lights are important for creating mood Cameras can be film (16, 35, 75mm) or video Can be shot on location, or in a studio or studio lot 10-15

The Television Commercial Production Process Postproduction Film editor, sound mixer, & director put the commercial together External sound is recorded &incorporated Mixed interlock (final draft) is sent for review Answer print is duplicated and delivered for airing 10-16