Chapter 12
Producing Ads for Print,
Electronic, and Digital Media
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview
Overview of how ads and commercials
are produced for print, electronic,
and digital media
12-2
Chapter Objectives
Discuss the role of
computers in print
production
Explain the development
process for ads and
brochures
Explain the development
process for ads and
brochures
Explain the development
process for radio and TV
Discuss how print ads
are prepared for the
press
Understand how to save
money in radio and TV
production
Explain uses for digital
media
12-3
Ad Production
A 15-second ad can take a month to create
12-4
Production Manager’s Role
Planning
Organizing
Directing
Controlling
12-5
Managing Production Costs
Overall Budget
Busters
Inadequate
planning
 Production luxuries
 Overtime
 Special equipment
 Hierarchy
Chosen techniques
 Pre-press services
 Paper costs
 Size of print run
Print
Production

Electronic
Production

Radio (least expensive)
 Television (very expensive)
 Digital media (larger distribution)
12-6
Average Cost of a TV Commercial
12-7
Preproduction
Project
Planning
Typography
Job
Planning
Log in
Emphasis
Color palette
Job jacket
Readability
Paper
Schedule
Appearance
Production
methods
Appropriate
Harmony
12-8
Preproduction: Basic Choices
Fast
Cheap
Good
Choose two
12-9
Production
Creating the
Visual
Photos or
illustrations
Stock or
original
Adjustments
Preparing
Mechanicals
Layout &
mandatories
Base art
Overlays
Camera-Ready Art
& Halftones
Line art
Halftone
screens
12-10
Prepress
Stripping
Color Separation
Printing &
Finishing
Film
Negatives
Cyan
Press Run
Flats
Yellow
Magenta
Binding
Print
Plates
Black
Shipping
12-11
Production Quality Control
Production Phase Quality Issues
Misspellings
Mismeasured lines
Image size
Crop marks
Bad line and page breaks
Missing or wrong punctuation
12-12
Production Quality Control
Print Production Proofing
Blueline proof
Analog proof (Chromalin)
Color key
Digital proof (Iris)
Press proof
12-13
Production Quality Control
Traps and Bleeds
12-14
Radio Commercial Production
12-15
Radio Commercial Production
Preproduction
Production
Postproduction
Assign producer
Sound studio
Master tape
Select studio
Control room
Dubs
Select director
Audio console
Determine talent
Estimate costs
Prepare budget
12-16
TV Commercial Production
12-17
TV Commercial Production
Preproduction
Study the script
Study the storyboard
Analyze required
production techniques
Choose location
Live action
Animation
Special effects
12-18
TV Commercial Storyboard
12-19
TV Commercial Production
The Shoot
Sound
Lighting
Camera
Staging
Talent
12-20
TV Commercial Production
Postproduction
Film editor
Editing
Sound mixer
Mixing
Director
Print
12-21
TV Commercial Postproduction
The director and editor select and splice scenes
12-22
Digital Media Production
Sound + Music + Motion = Multimedia
12-23
Digital Media Production
Multimedia + Computer Technology =
Digital Media
12-24
Venues for Digital Media
Mass audience
Academy Awards
Private audience
Meetings, conferences,
seminars
Personal audience
One person using a
kiosk, computer, TV
12-25
Digital Media in Advertising
Uses for Digital Media
Multimedia sales
presentation
Dedicated kiosk
Electronic billboard
Web site
12-26
Digital Media in Advertising
Career Opportunities
Production manager
Multimedia producer
Director
Engineer
Interactive planner
Copywriter
System designer
Creative director
12-27
Digital Media Production
Preproduction
Planning
Hiring
Costing
Production
Artwork created
Video/Audio recorded
Computer program developed
Postproduction
Editing
Distribution
Duplicating
12-28