Arens Contemporary Advertising 10e

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Producing Ads for Print, Electronic, and Digital
Media
Chapter

• Overview of how ads and commercials are produced
  for print, electronic, digital media

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Chapter 14 Objectives
Discuss the role of computers in print production
Explain the development process for ads and
brochures
Discuss how print ads are prepared for the press
Explain the development process for radio and TV
Describe the major typesof TV commercials
Understand how tosave money in radioand TV
production
Discuss the use ofspecial effects in TV
Explain how digital mediaare useful
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Managing the Advertising Production Process
Production Managers Role
Planning
Organizing
Directing
Controlling
Managing Production Costs
Budget Busters
PrintProduction
ElectronicProduction
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Managing the Advertising Production Process
Pot Noodle ad made by a computer for use on other
computers
Insert photo 14.3, p. 444 Pot Noodle ad Position
2.9 horiz., 1.5 vertical Size 5.7
WIDE Resolution 300 dpi
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The Print Production ProcessPreproduction
Project Planning
Log in
Job jacket
Schedule
Typography
Emphasis
Appropriate
Appearance
Readability
Harmony
Job Planning
Color palette
Paper
Production methods
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The Print Production ProcessProduction
Creating the Visual
Photos or illustrations
Stock or original
Preparing Mechanicals
Layout mandatories
Base art
Overlays
Camera-Ready Art Halftones
Line art
Halftone screens
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The Print Production ProcessPrepress and Press
Stripping
Color Separation
Cyan
Magenta
Yellow
Black
Negatives
Printing Finishing
Press Run
Binding
Shipping
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The Print Production Process
Insert photo 14.9b, p. 456 Prius print
ad Position 0.35 horiz., 0.4 vertical Size
5.75 TALL Resolution 300 dpi
Saatchi Saatchis Toyota Prius print ad
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Quality Control inPrint Production
Production Phase
What to look for
Prepress Phase
Ways to proof
Insert ex. 14-4, p. 453 Overprint, knockout,
traps examples Position centered horiz., 4.26
vertical Size 7.11 WIDE Resolution 300 dpi
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The Radio CommercialProduction Process
Insert ex. 14-5, p. 460 Production stages of
radio commercials Position centered horiz.,
2.1 vertical Size 7.11 WIDE Resolution 300
dpi
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The Radio CommercialProduction Process
Production
Postproduction
Preproduction
Sound studio
Master tape
Audio console
Dubs
Control room
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The Television CommercialProduction Process
Insert ex. 14-6, p. 462 Film and videotape
production process Position centered horiz.,
1.8 vertical Size 7.11 WIDE Resolution 300
dpi
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The Television CommercialProduction Process
Preproduction
Plan techniques
Script storyboard
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The Television CommercialProduction Process
Production The Shoot
Preproduction
Location
Sound
Lights
Cameras
Talent
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The Television CommercialProduction Process
Production The Shoot
Postproduction
Preproduction
Editing
Mixing
Prints
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The Television CommercialProduction Process
Postproduction phase when director and editor
select and splice scenes
Insert photo 14.21, p. 468 Postproduction
phase Position 2.9 horiz., 1.5 vertical Size
5.7 WIDE Resolution 300 dpi
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Producing Advertisingfor Digital Media
Emergence
Multimedia
Digitalmedia
Audiencevenues