Chapter 12
Print, Electronic, and Digital Media,
Production
William F. Arens
McGraw-Hill/Irwin
Michael F. Weigold
Christian Arens
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Billy Sunday (1862-1935)
12-2
Chapter Objectives
Discuss the challenges of
managing the
production process
Review procedures for
quality control in print
production
Describe the key events
in the TV commercial
production process
Explain the stages of
print production process
List the key steps and
events in the radio
commercial production
process
Explain how producing
advertising for social
media and the Web
differs from traditional
production
12-3
Chapter Overview
Overview of how marketing messages are
produced for print, electronic, and digital
media
12-4
SONY Ads
14-5
 SONY Bravia Bouncy Balls Commercial
 SONY Bravia Bouncy Balls Commercial – The
Making
 SONY Bravia Pyramid
12-5
Q. 1. What is the Production
Manager’s (Producer) role in the
advertising production process?
12-6
Production Manager’s Role
Planning and Organizing
Time allocation
Directing and Controlling
Supervise production staff and suppliers
12-7
Ad Production Time Varies
12-8
Managing Production Costs
Overall Budget
Busters
Inadequate planning
Production luxuries
Overtime
Special equipment
Hierarchy
Print
Production
Engraver
Pre-press graphic services
Paper costs
Size of print run
Electronic
Production
Radio (least expensive)
Television (very expensive)
Digital media (larger distribution)
12-9
Average Cost of a TV Commercial
12-10
Print Production Process
Manual Print
Process
Computerized
Process
Rough or comprehensive layout
Type specification and typesetting
Postup and mechanical
Prepress
Press work
12-11
Q. 2. What are the four phases of the
Print Production Process?
12-12
Preproduction
Project
Planning
Typography
Job
Planning
Log the project
Readability
Color palette
Gather specifics
Appropriateness
Paper
Backwards
scheduling from
due date
Appearance and
Harmony
Speed, quality, or
economy
Emphasis
12-13
Preproduction: Basic Choices
Speed
Quality
Economy
Choose two
12-16
Production
Creating the
Visual
Photos or
illustrations
Stock or
original
Adjustments
Preparing
Mechanicals
Layout and
mandatories
Base art
Overlays
Camera-Ready Art
and Halftones
Line art
Halftone
screens
12-17
Prepress
Stripping
Film
Negatives
Color Separation
Cyan
Printing &
Finishing
Press Run
Print
Plates
Flats
Yellow
Magenta
Binding
Black
Shipping
12-22
Insert photo 14.9b, p.
456
Prius print ad
Position = 0.35”
horiz., 0.4” vertical
The Print Production
Process
Saatchi &
Saatchi’s Toyota
Prius print ad
Size = 5.75” TALL
Resolution: 300 dpi
14-23
Chapter Overview
Overview of how marketing messages are
produced for print, electronic, and digital
media
12-24
Ad Production
A 15-second ad can take a month to create
12-25
Prius Commercials
 Prius Commercial 1
 Prius Local Dealer Commercial
 Budweiser Desert Mutants Commercial
14-26
12-26
Duplication and Distribution
Press Run


Proofing
Printing
Finishing




Drying
Cutting
Binding
Shipping
12-27
Q. 3. What are the ways to proof print
production?
12-28
Production Quality Control
Production Phase Quality Issues
Misspellings
Mismeasured lines
Image size
Misplaced crop marks
Bad line and page breaks
Missing or wrong
punctuation
12-29
Production Quality Control
Print Production Proofing
Blueline proof
Analog proof (Chromalin)
Color key
Digital proof (Iris)
Press proof
12-30
Q. 4. What do production managers
need to look for in proofs?
12-32
Production Quality Control
Traps and Bleeds
12-33
SONY Ads
14-34
 SONY Bravia Paint Fireworks Commercial
 SONY Bravia Paint Fireworks Commercial – The
Making
12-34
Radio Commercial Production
12-35
Radio Commercial Production
Preproduction
Production
Postproduction
Assign producer
Sound studio
Master tape
Select studio
Control room
Dubs
Select director
Audio console
Determine talent
Music
Sound effects
12-36
TV Commercial Production
12-37
TV Commercial Production
Preproduction
Study the script
Study the storyboard
Analyze required
production techniques
Choose location
Live action
Animation
Special effects
12-38
TV Commercial Storyboard
12-39
TV Commercial Production
The Shoot
Sound
Lighting
Camera
Location
Talent
12-40
TV Commercial Production
Postproduction
Film editor
Editing
Sound mixer
Mixing
Director
Print
12-41
TV Commercial Postproduction
The director and editor select and splice scenes
12-42
TV Commercial Postproduction
The director and editor select and splice scenes
12-43
Advertising for Social Media & the Web
YouTube
12-44
Digital Media Career Opportunities
Production manager
Multimedia producer
Director
Engineer
Interactive planner
Writer
System designer
Copywriter
Computer programmer
Creative director
12-45
Website Production
Learn
Plan
Maintain
Design
Launch
Code
12-46