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

2. 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.
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3. 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
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4. 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
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5. The Print Production Process
Production has four major phases
Preproduction
Production
Prepress
Printing & Distribution
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6. 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
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7. 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
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8. 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
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9. 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
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10. 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
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11. Radio Commercial Production
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12. The Television Commercial Production Process
Three basic stages
Preproduction, Production, Postproduction
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13. The Television Commercial Production Process
Preproduction
Good planning saves money
Three types of preproduction techniques
live action
animation
special effects
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14. The Television Commercial Production Process
Planning production
Commercials are created by a team
producer
writer
art director
director
musical composer & choreographer
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15. 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
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16. 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
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