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Transcript of chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights...

Page 1: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.
Page 2: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

chapter10

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Producing Ads forPrint, Electronic and

Digital Media

Page 3: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-3

Chapter 10 Objectives

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 majorproduction techniques for

TV commercialsUnderstand how to

save money in print, radioand TV production

Explain the major types of digital media and their

evolving role in advertising

Page 4: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-4

Managing the Advertising Production Process

Production Manager’s RolePlanning Organizing Directing Controlling

Managing Production CostsBudget Busters

PrintProduction

ElectronicProduction

Inadequate planning Production luxuries Overtime Special equipment Hierarchy

Radio Television Digital media

Page 5: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-5

Managing the Advertising Production Process

National ad for Toyota Prius: ads of this caliber may require a month or longer to create

Page 6: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-6The Print Production Process:

Preproduction

Job Planning

Typography

Project Planning Log in Job jacket

Emphasis Appropriate Appearance

Color palette

Production methods

Speed, quality or economy

Schedule

Readability Harmony

Page 7: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-7The Print Production Process:

PreproductionSingapore Airlines ad: the typeface conveys luxury

Page 8: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-8The Print Production Process:

ProductionCreating the

VisualPhotos or

illustrationsStock or original

Preparing Mechanicals

Layout Base art Overlays

Camera-Ready Art & Halftones

Line artHalftone screens

Page 9: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-9The Print Production Process:

Prepress and Press

Negatives

Color Separation

Stripping

Cyan Magenta Yellow Black

Printing & Finishing

Press Run Binding Shipping

Page 10: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-10

TrapsBleeds

Bluelines Chromalin proofsColor keys Press proofs

Quality Control inPrint Production

What to look for

Production Phase

Prepress Phase Ways to proof

Page 11: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-11

Production

The Radio CommercialProduction Process

PostproductionPreproduction

Sound studio

Control room

Audio console

Master tape

Dubs

Page 12: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-12

The Radio CommercialProduction Process

Page 13: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-13

The Television CommercialProduction Process

Page 14: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-14

The Television CommercialProduction Process

PreproductionPlan techniques

Script & storyboard

Live actionAnimation

Special effects

Page 15: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-15

The Television CommercialProduction Process

Production: The Shoot

Preproduction

Location

Lights

Sound

Cameras

Talent

Page 16: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-16

The Television CommercialProduction Process

Production: The Shoot

PostproductionPreproduction

Editing

Mixing

Prints

Page 17: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-17

The Television CommercialProduction Process

Postproduction phase when director and editor select and splice scenes

Page 18: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.

10-18

Producing Advertisingfor Digital Media

Emergence MultimediaDigitalmedia

Audiencevenues

Mass Private Personal

ProductionProcess

People and Jobs

Role in Advertising

IMC


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