Slide 1Slide 2ObjectivesManaging the Advertising Production ProcessThe Print Production ProcessPreproductionSlide 7Slide 8Slide 9ProductionSlide 11Prepress PhaseDuplication and Distribution PhaseQuality Control in Print ProductionSlide 15The Radio Commercial Production ProcessThe Television Commercial Production ProcessProducing Advertising for Digital MediaSlide 19© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinChapter14Producing Ads for Print, Electronic, and Digital MediaAn overview of how ads and commercials are produced for print, electronic, and digital mediaObjectivesDiscuss the role of computers in print productionExplain the development process for ads and brochuresDiscuss how materials for printing are prepared for the pressExplain the development process for radio and TVDescribe the major types of TV commercialsDiscuss the use of special effects in TVUnderstand how to save money in radio and TV productionExplain how digital media are usefulManaging the Advertising Production ProcessPlanning and organizing Directing and controllingCommon budget bustersRole of the production manager or producerManaging production costsInadequate planningProduction luxuriesOvertime Special equipmentHierarchyPrint ElectronicDigitalThe Print Production ProcessPrepressPrinting and distributionPreproductionProductionPreproductionPlanning the projectBegins when a creative concept is approvedProduction manager “logs in”Opens a “job jacket”Sets closing datesPreproductionTypography and copy castingTypography: art of selecting and setting typeReadability Appropriateness Harmony Appearance EmphasisPlanning the projectPreproductionTypography and copy castingTypography: art of selecting and setting typeCopycasting: calculating the block of space type will occupyWord-count method Character-count method Planning the projectPreproductionPlanning the jobColor palettesPaper Production methodsTypography and copy castingPlanning the projectProductionCreating the visualStock photos can save moneyMore expensive projects require illustrators or photographersProductionCreating the visualMore expensive projects require illustrators or photographersPreparing mechanicalsCamera-ready art and halftonesLine artHalftone screensPrepress PhaseStripping, negs, and platesPrinting in colorFour-color processCYMK printingFour-color separationsDuplication and Distribution PhasePress runFinishingQuality Control in Print ProductionProduction phase quality issuesPrepress quality issuesWays to proof print productionBlueline proof Analog proof Digital proof Color keyPress proofQuality Control in Print ProductionWhat to look for in a proofTrapsBleedsProduction phase quality issuesPrepress quality issuesWays to proof print productionThe Radio Commercial Production ProcessPostproductionPreproductionProductionSound studio Control roomAudio consoleMaster tapeDubsThe Television Commercial Production ProcessProductionPostproductionThe ProducerPreproductionLive actionAnimation Special effectsQuiet on the set: soundLightsCameraAction: staging and talentSupers Work print Mixed interlockAnswer printDupesProducing Advertising for Digital MediaSound + music + motion = multimediamultimedia + computer technology = digital mediaVenues for digital mediaMass audience venuePrivate audience venuesPersonal audience venuesInteractive TVEmergence of digital mediaProducing Advertising for Digital MediaThe people who produce digital media advertisingThe production processRole of digital media in advertisingEmergence of digital