1. Arens|Schaefer|Weigold
Bonus Chapter

2. Learning Objectives
Specify key responsibilities in managing ad production
Review the processes for producing print ads and brochures
Explain the production process for radio ads

3. Learning Objectives
Describe the major production techniques for TV commercials
Explain how ads are produced for the Web

4. Role of Production Manager and Producer
Production manager: Oversees the entire production process
Producer: Responsible for keeping the project moving smoothly and under budget

5. Print Production Process
Systematic process a layout for an ad or a brochure goes through from concept to final printing
Phases
Preproduction - Period of time before the actual recording or shooting of a commercial
Production
Creating the visual
Preparing mechanicals

6. Print Production Process
Prepress
Printing in color
Four-color process
CYMK printing
PANTONE Matching System® (PMS)
Color separations: Four separate continuous tone negatives produced by photographing artwork through color filters that eliminate all the colors but one
Printing and distribution
Involves printing, proofing, and finishing steps of drying, cutting, binding, and shipping

7. Exhibit BC.4 - Phases of Radio Commercial Production Process

8. Exhibit BC.5 - Television Commercial Production Process

9. Action: Staging and Talent
Studio lot: Outdoor space at a film studio, shielded from undesirable noises
Location: Shooting away from studio
Talent: Actors in commercials
Scenes may be shot from two or three different angles
Scenes needn’t be shot in order

10. Producing Advertising for the Web
Gives marketers new ways to reach prospects
Important for Web advertisers to produce content using responsive design
Responsive design: Website content that is produced to automatically adapt to the viewer’s technology

11. Producing Advertising for the Web
People who produce digital media advertising
Multimedia producers, directors, and technicians
Interactive planners and writers
Computer programmers and system designers

12. Producing Advertising for the Web
Stages of production process
Preproduction - Planning, costing, and hiring activities
Production - Artwork creation, video and audio record, or code writing
Postproduction - Editing, duplicating, and distribution activities

13. How Digital Media Differ from Print and Traditional Audio/Video Media
Production costs for digital media are expensive
Costs are high for running a spot each time on a highly rated network show
Placing the ad on the Web requires very little cost

14. How Digital Media Differ from Print and Traditional Audio/Video Media
Television or print ads guarantees a large audience, digital ads find limited viewers
Ads developed for digital media are virtually free of restrictions associated with time or space costs in traditional media