chapter ten
Producing Ads
for Print,
Electronic, and
Digital Media
McGraw-Hill/Irwin
Essentials of Contemporary Advertising
Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Objectives_1
 Explain the development process for
print ads and brochures from initial
concept through final production
 Discuss how materials for printing are
prepared for the press
 Explain the development process for
radio and TV commercials from initial
concept through final production
10-2
Objectives_2
 Describe the major production
techniques for TV commercials
 Understand ways to save money in
print, radio, and television production
 Explain the major types of digital media
and their evolving role in advertising
10-3
Managing the Advertising
Production Process
Planning
Organizing
Directing
Controlling
10-4
Specific Tasks Managed by the
Producer or Production Manager
 Reproduction of
visuals
 Shooting and
editing of scenes
 Precise
specification and
placement of type
 Checking,
approving,
duplicating,
shipping of final
art, negatives,
tape, or film to
media
10-5
Managing the Cost of
Electronic Production
Radio
Television
Digital
Media
10-6
Radio
 Least expensive electronic medium
 Primary costs
– Talent
• Scale
• Residual fee
– Music
• Original music
• Stock music
10-7
Television
 Average cost of producing a 30-second commercial
in 2003 was $372,000
 Factors increasing television production budgets
include
– Use of children, animals, superstar talent and
directors
– Large casts
– Animation
– Special effects
– Use of location and studio shooting
– Major script changes
– Expensive set decoration
10-8
Print Production Process
Pre-production
Production
Prepress
Printing/
Distribution
10-9
Preproduction Phase: Planning
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What equipment will be needed?
How will we get it?
What materials are necessary?
What human resources are needed?
Will there be any special expenses
associated with the job?
 How many production artists are
needed?
 What are the publication closing dates?
10-10
Production Phase: Creating
 Creating the visual
 Preparing
mechanicals
 Camera-ready art
and halftones
10-11
Halftone Screens
A halftone screen
breaks up
continuous-tone
artwork into tiny
dots. The dots
produce the illusion
of shading.
10-12
Prepress Phase
 Printer makes plates from the
mechanical
 Elements of the ad are converted into
film negatives, which are mounted onto
flats
 A printing plate prints only one color at a
time
10-13
Printing in Color
 Four-color process
 CYMK printing
–
–
–
–
Cyan
Yellow
Magenta
Black
 Pantone Matching
System
10-14
Duplication and Distribution Phase
 Printing processes
– Letterpress
– Offset
– Rotogravure
– flexography
10-15
Prepress Quality
Ways to Proof Print
 Blueline
 Color keys
 Analog
 Digital
What to Look for
 Scratches
 Minute holes or dots
 Blemishes
 Unevenness of ink
coverage
 Dot patterns
 Traps
 Bleeds
10-16
Phases in Producing Radio and
TV Commercials
Preproduction
Production
Postproduction
10-17
Exhibit 10-4 Radio Production
This exhibit shows the three phases of production for
radio commercials.
10-18
Exhibit 10-5 TV Production Process
10-19
Production Techniques
Live
Action
Animation
Special
Effects
10-20
Production: The Shoot

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Sound
Lights
Camera
Action
Different types of lights
can enhance a scene.
10-21
Postproduction Phase
The director and editor can save money and time
using computerized editing equipment to assemble
the final product.
10-22
Digital Media
Sound
+
Multimedia
Music +
+
Motion =
Computer
Technology
Multimedia
= Digital Media
10-23
Key Terms_1
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Analog proof
Animation
Answer print
Audio console
Base art
Bleed
Blueline
Camera-ready art
Closing date
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Color key
Color separation
Continuous tone
Control room
CYMK printing
Digital media
Digital proof
Digital video effects
Director
10-24
Key Terms_2
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Display type
Dubs
Dupes
Electronic
production
Flats
Font
Four-color process
Halftone
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Job jacket
Kerning
Kiosk
Leading
Line art
Live action
Location
Mass audience
venue
10-25
Key Terms_3
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Master tape
Mechanical
Mixed interlock
Mnemonic device
Multimedia
presentation
 Overlay
 PANTONE Matching
System
 Personal audience
venue
 Points
 Postproduction
phase
 Prepress phase
 Preproduction
 Press proof
 Print production
10-26
Key Terms_4
 Print production
manager
 Print production
process
 Private audience
venue
 Producer
 Production phase
 Residual fee
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Reverse knockout
Sans serif
Scale
Serif
Session
Special effects
Spot
Stock music
10-27
Key Terms_5
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Stripping
Studio lot
Supers
Talent
Text type
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Trap
Type family
Typography
Web page
Work print
10-28