1. © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. Chapter 14 Producing Ads for Print, Electronic, and Digital Media An overview of how ads and commercials are produced for print, electronic, and digital media

3. Objectives Discuss the role of computers in print production Explain the development process for ads and brochures Discuss how materials for printing are prepared for the press Explain the development process for radio and TV Describe the major types of TV commercials Discuss the use of special effects in TV Understand how to save money in radio and TV production Explain how digital media are useful

4. Managing the Advertising Production Process Planning and organizingDirecting and controlling Common budget busters Role of the production manager or producer Managing production costs Inadequate planning Production luxuries OvertimeSpecial equipment Hierarchy PrintElectronic Digital

5. The Print Production Process Prepress Printing and distribution Preproduction Production

6. Preproduction Planning the project Begins when a creative concept is approved Production manager “logs in” Opens a “job jacket” Sets closing dates

7. Preproduction Typography and copy casting Typography: art of selecting and setting type ReadabilityAppropriateness HarmonyAppearance Emphasis Planning the project

8. Preproduction Typography and copy casting Typography: art of selecting and setting type Copycasting: calculating the block of space type will occupy Word-count method Character-count method Planning the project

9. Preproduction Planning the job Color palettes Paper Production methods Typography and copy casting Planning the project

10. Production Creating the visual Stock photos can save money More expensive projects require illustrators or photographers

11. Production Creating the visual More expensive projects require illustrators or photographers Preparing mechanicals Camera-ready art and halftones Line art Halftone screens

12. Prepress Phase Stripping, negs, and plates Printing in color Four-color process CYMK printing Four-color separations

13. Duplication and Distribution Phase Press run Finishing

14. Quality Control in Print Production Production phase quality issues Prepress quality issues Ways to proof print production Blueline proof Analog proof Digital proof Color key Press proof

15. Quality Control in Print Production What to look for in a proof Traps Bleeds Production phase quality issues Prepress quality issues Ways to proof print production

16. The Radio Commercial Production Process Postproduction Preproduction Production Sound studioControl roomAudio console Master tape Dubs

17. The Television Commercial Production Process Production Postproduction The Producer Preproduction Live action Animation Special effects Quiet on the set: sound Lights Camera Action: staging and talent Supers Work print Mixed interlock Answer print Dupes

18. Producing Advertising for Digital Media Sound + music + motion = multimedia multimedia + computer technology = digital media Venues for digital media Mass audience venue Private audience venues Personal audience venues Interactive TV Emergence of digital media

19. Producing Advertising for Digital Media The people who produce digital media advertising The production process Role of digital media in advertising Emergence of digital media