Contemporary advertising 11e chapter 14

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  • Contemporary advertising 11e chapter 14

    1. 1. Chapter chapter 14 Producing Ads for Print, Electronic, and Digital Media Overview of how ads and commercials are produced for print, electronic, & digital mediaMcGraw-Hill/IrwinContemporary Advertising, 11e Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
    2. 2. 14-3 Chapter 14 ObjectivesDiscuss the role of computers Explain the development in print production process for ads and brochures Discuss how print ads are Explain the development prepared for the press process for radio and TV Describe the major types Understand how to of TV commercials save money in radio and TV production Discuss the use of special effects in TV Explain how digital media are useful
    3. 3. Managing the Advertising 14-4 Production Process Production Manager’s Role Planning Organizing Directing Controlling Managing Production Costs Budget Print Electronic Busters Production Production Inadequate planning  Radio Production luxuries  Television Overtime  Digital media Special equipment Hierarchy
    4. 4. Managing the Advertising 14-5 Production ProcessPot Noodle ad Insert photo 14.3, p. 444made by acomputer for use Pot Noodle adon othercomputers Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi
    5. 5. The Print Production Process: 14-6 PreproductionProject Planning Log in Job jacket Schedule Emphasis Appropriate Appearance Typography Readability Harmony Color Production Job Planning palette Paper methods
    6. 6. The Print Production Process: 14-7 Production Creating the Photos or Stock or Visual illustrations original Preparing Layout & Base art Overlays Mechanicals mandatoriesCamera-Ready Halftone Line artArt & Halftones screens
    7. 7. The Print Production Process: 14-8 Prepress and Press StrippingColor Separation Cyan Magenta Yellow Black Negatives Printing & Press Run Binding Shipping Finishing
    8. 8. 14-9 The PrintInsert photo 14.9b, p.456 ProductionPrius print ad Process Saatchi &Position = 0.35” horiz., Saatchi’s Toyota0.4” vertical Prius print adSize = 5.75” TALLResolution: 300 dpi
    9. 9. Quality Control in 14-10 Print ProductionProduction PhasePrepress Phase Ways to proof What to look for Bluelines Chromalin proofs Traps Color keys Press proofs Bleeds Insert ex. 14-4, p. 453 Overprint, knockout, traps examples Position = centered horiz., 4.26” vertical Size = 7.11” WIDE Resolution: 300 dpi
    10. 10. The Radio Commercial 14-11 Production ProcessInsert ex. 14-5, p. 460Production stages of radio commercialsPosition = centered horiz., 2.1” verticalSize = 7.11” WIDEResolution: 300 dpi
    11. 11. The Radio Commercial 14-12 Production ProcessPreproduction Production Postproduction Sound studio Master tape Audio console Dubs Control room
    12. 12. The Television Commercial 14-13 Production ProcessInsert ex. 14-6, p. 462Film and videotape production processPosition = centered horiz., 1.8” verticalSize = 7.11” WIDEResolution: 300 dpi
    13. 13. The Television Commercial 14-14 Production Process Plan techniquesPreproduction Script & storyboard
    14. 14. The Television Commercial 14-15 Production Process Production:Preproduction The Shoot Location Sound Lights Cameras Talent
    15. 15. The Television Commercial 14-16 Production Process Production:Preproduction Postproduction The Shoot Editing Mixing Prints
    16. 16. The Television Commercial 14-17 Production ProcessPostproduction Insert photo 14.21, p. 468phase whendirector and Postproduction phaseeditor select andsplice scenes Position 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi
    17. 17. Producing Advertising 14-18 for Digital Media  Mass Digital AudienceEmergence Multimedia media venues  Private  Personal Role in IMC Advertising People and Jobs Production Process

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