Download print production - McGraw Hill Higher Education

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