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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