McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Chapter14
Producing Ads for Print,
Electronic, and Digital Media
An overview of
how ads and
commercials
are produced
for print,
electronic, and
digital media
 Objectives

Discuss the role of Explain the

computers in print development process
production for ads and brochures
Discuss how materials Explain the
for printing are development process
prepared for the press for radio and TV
Describe the major Understand how to
types of TV save money in radio
commercials and TV production
Discuss the use of Explain how digital
special effects in TV media are useful
Managing the Advertising Production
Process

Role of the production manager or

producer
Planning and organizing Directing and controlling

Common budget busters Managing production costs

Inadequate Production Print Electronic
planning luxuries
Digital
Overtime Special
equipment
Hierarchy
The Print Production Process

Preproduction

Production

Prepress

Printing and
distribution
 Preproduction

Planning the project

Begins when a creative concept is

approved

Production manager “logs in”

Opens a “job jacket”

Sets closing dates

 Preproduction

Planning the project

Typography and copy casting

Typography: art of selecting and

setting type
Appropriateness
Readability

Harmony Appearance

Emphasis
 Preproduction

Planning the project

Typography and copy casting

Typography: art of selecting and

setting type

Copycasting: calculating the block of

space type will occupy

Word-count Character-count
method method
 Preproduction

Planning the project

Typography and copy casting

Planning the job

Color palettes

Paper

Production methods
 Production

Creating the visual

Stock photos can save money

More expensive projects require

illustrators or photographers
 Production

Creating the visual

Preparing mechanicals

Camera-ready art and halftones

More expensive projects require

illustrators or photographers

Line art

Halftone screens
 Prepress Phase

Stripping, negs, and plates

Printing in color

Four-color process

CYMK printing

Four-color separations
Duplication and Distribution Phase

Press run

Finishing
Quality Control in Print Production

Production phase quality issues

Prepress quality issues

Ways to proof print production

Blueline proof Digital proof

Analog proof Press proof

Color key
Quality Control in Print Production

Production phase quality issues

Prepress quality issues

Ways to proof print production

What to look for in a proof

Traps
Bleeds
The Radio Commercial Production
Process

Preproduction Production

Sound studio Audio console Control room

Postproduction

Master tape Dubs

The Television Commercial Production
Process
Preproduction The Producer

Live action Animation Special effects

Production
Quiet on the set: Lights Action: staging
sound and talent
Camera

Postproduction
Supers Mixed interlock Dupes
Work print Answer print
Producing Advertising for Digital Media

Emergence of digital media

Sound + music + Venues for digital

motion = multimedia media

multimedia + computer Mass audience venue

technology = digital
media Private audience venues

Personal audience venues

Interactive TV
Producing Advertising for Digital Media

Emergence of digital media

Role of digital media in advertising

The people who produce digital

media advertising

The production process