Contemporary advertising 11e chapter 14
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Transcript of Contemporary advertising 11e chapter 14
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chapter14
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Producing Ads for Print, Electronic, and Digital
MediaOverview of how ads and
commercials are produced for print, electronic, & digital media
Chapter
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14-3
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 media
are useful
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14-4Managing the Advertising Production ProcessProduction Manager’s Role
Planning Organizing Directing Controlling
Managing Production CostsBudget Busters
PrintProduction
ElectronicProduction
Inadequate planning Production luxuries Overtime Special equipment Hierarchy
Radio Television Digital media
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14-5Managing 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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14-6The Print Production Process:Preproduction
Job Planning
Typography
Project Planning Log in Job jacket
Emphasis Appropriate Appearance
Color palette
PaperProduction methods
Schedule
Readability Harmony
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14-7The Print Production Process:Production
Creating the Visual
Photos or illustrations
Stock or original
Preparing Mechanicals
Layout & mandatories
Base art Overlays
Camera-Ready Art & Halftones
Line artHalftone screens
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14-8The Print Production Process:Prepress and Press
Negatives
Color Separation
Stripping
Cyan Magenta Yellow Black
Printing & Finishing
Press Run Binding Shipping
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14-9
The Print Production ProcessSaatchi & Saatchi’s Toyota Prius print ad
Insert photo 14.9b, p. 456
Prius print ad
Position = 0.35” horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
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14-10
TrapsBleeds
Bluelines Chromalin proofsColor keys Press proofs
Quality Control inPrint Production
What to look for
Production Phase
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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14-11The 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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14-12
Production
The Radio CommercialProduction Process
PostproductionPreproduction
Sound studio
Control room
Audio console
Master tape
Dubs
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14-13The 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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14-14The Television CommercialProduction Process
PreproductionPlan techniques
Script & storyboard
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14-15The Television CommercialProduction Process
Production: The Shoot
Preproduction
Location
Lights
Sound
Cameras
Talent
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14-16The Television CommercialProduction Process
Production: The Shoot
PostproductionPreproduction
Editing
Mixing
Prints
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14-17The 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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14-18Producing Advertisingfor Digital Media
Emergence MultimediaDigitalmedia
Audiencevenues
Mass Private Personal
ProductionProcess
People and Jobs
Role in Advertising
IMC