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