Producing Ads

Chapter 10

McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives

• LO1: Understand ways to save money in print and electronic production.

• LO2: Explain the process for producing print ads & brochures.

• LO3: Explain the production process for radio ads.• LO4: Describe the major production techniques for TV

commercials.• LO5: List the ways the digital media save money as

compared with print and electronic media.

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Managing Advertising Production

• The role of the production manager/producer– The production manager or producer is responsible

for the stages of the production of any advertisement.

– They are in charge of four major functions.• planning, organizing, directing, and controlling

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Managing Advertising Production

• Managing Production Costs– Managing the costs of Print• print production refers to the systematic process an

approved design goes through from concept to final publication• big cost factor with print ads is the engraver

– provides color separations, retouching, proofs, digital files

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The Print Production Process

• Production has four major phases– Preproduction– Production– Prepress– Printing &

Distribution

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The Print Production Process

• Typography– The art of selecting and setting type– Four important criteria

• readability• appropriateness• harmony or appearance• emphasis

– Some companies commission new typefaces, others use one type consistently

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The Print Production Process

• Production Phase– Creating the visual• Photography can be original or stock photography

– Preparing Mechanicals• The camera-ready pasteup of the artwork layered for

color separation• art elements must be properly positioned so the printer

can photograph each layer

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The Print Production Process

• Prepress Phase– Printing in color• four-color process (CMYK) simulates nearly all colors by

combining cyan, magenta, yellow and black– uses 4 different plates with halftones for each color

• when less then 4 colors are needed, blended inks are used– Pantone (PMS) colors are one popular color system

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The Print Production Process

• Duplicating and Distribution Phase– Select printing process• letterpress, offset, rotogravure, flexography

– Press Run• alignment is checked, proofs checked, run speeds up

– Finishing• ink dried, paper trimmed, sent for additional finishing

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Radio Commercial Production

• Preproduction• assign a radio producer or hire a freelance producer• select a studio and director• determine the necessary talent• estimate costs, prepare a budget for the client’s

approval

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Radio Commercial Production

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The Television Commercial Production Process

• Three basic stages– Preproduction, Production, Postproduction

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The Television Commercial Production Process

• Preproduction– Good planning saves money– Three types of preproduction techniques• live action• animation• special effects

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The Television Commercial Production Process

• Planning production– Commercials are created by a team• producer• writer• art director• director• musical composer

& choreographer

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The Television Commercial Production Process

• Production: The Shoot– Procedures for recording are similar to

radio– Lights are important for creating mood– Cameras can be film (16, 35, 75mm) or

video– Can be shot on location,

or in a studio or studio lot

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The Television Commercial Production Process

• Postproduction– Film editor, sound mixer, &

director put the commercial together

– External sound is recorded &incorporated– Mixed interlock (final draft) is sent for review– Answer print is duplicated and delivered for airing

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