12 production of ad media in various media

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12 production of ad media in various media

  1. 1. CHAPTER 12 PRODUCTION OF ADVERTISING MEDIA IN VARIOUS MEDIA Novrita Widiyastuti, S.Sos
  2. 2. The Role of the Production Department <ul><li>The production of advertising material is outsourced to a third party: printing establishments, recording studios, production houses </li></ul><ul><li>The production department of the advertising agency is mainly responsible for coordinating work between the outside suppliers and the various departments of the advertising agency </li></ul><ul><li>The key elements are quality control and following tight production schedule. </li></ul><ul><li>To ensure that production of the agency’s work is to the highest standard and are done on schedule. </li></ul>
  3. 3. The Responsibilities of the Production Department <ul><li>Coordinating all work required for the production process internally with relevant departments: creative and account handling and externally with the suppliers. Monitoring the production process, ensuring confirmation to production schedule </li></ul><ul><li>Ensuring that standard quality is met </li></ul><ul><li>Ensuring that all costs borne by agency are allocated to the right job and prepare invoices for approval to the account handlers. </li></ul>
  4. 4. Producing printed advertisement and other printed promotional material <ul><li>Pre production process: appointing the agency print producer, preparing detailed planning such as costing, timing, appointing photographer, casting, location hunting or studio set up, make up and wardrobe. </li></ul><ul><li>Production : At this stage the finish artwork is prepared by the compugraphic designer who has taken over tasks of the paste up artists prior to computer technology </li></ul><ul><li>Post Production: The next step is taking the final artwork for printing. The client has to approved the finished product and then the print advertisement is dispatch to media for placement </li></ul>
  5. 5. Producing TV commercials <ul><li>Pre production </li></ul><ul><li>  </li></ul><ul><li>Feasibility study : The TV producer will check if the storyboard is feasible technically. The TV producer will also make sure it can be produced within budget and time frame. </li></ul><ul><li>Initial approval : further checking to ensure that the script will not create problems legally or ethically. </li></ul><ul><li>Appointing the TV producer: once the storyboard is approved by client and ready for production, the agency TV producer is appointed. </li></ul>
  6. 6. Producing TV commercials <ul><li>Selecting the production house: the TV producer will then begin the process of selecting the production house and the director. The production house will submit detailed costing and time frame for approval by the agency. </li></ul><ul><li>Detailed planning: location hunting, casting, wardrobe, make up artists, etc. Several meetings between account handlers, creative team, production team and the production house team are conducted to ensure the production process will go smoothly. These meetings are called pre production meetings. </li></ul>
  7. 7. Producing TV commercials <ul><li>Production </li></ul><ul><li>Filming : studio or on location shooting. Although it is strictly guided by the planning and the discussions in the pre production meetings, the actual filming may try different angles and approaches, to be used if the original angles didn’t work. This will save the expense of re-filming. Commercials are still made on 35mm film, and edited by computerized techniques to produce the commercials on broadcast standard video tapes. </li></ul>
  8. 8. Producing TV commercials <ul><li>Post production </li></ul><ul><li>Post production editing : this includes recording and dubbing the voice overs, music and sound effects, as well as color corrections. The commercial is edited into 30”, 15” and 5” duration. </li></ul><ul><li>Approval of censor board : all commercials must be censored to ensure compliance to ethical regulations. </li></ul><ul><li>Dispatch to media: the TV commercial is transferred into video tapes/ DVD and dispatch to TV stations. </li></ul>
  9. 9. Producing Radio Commercials <ul><li>Pre production: The radio producer prepares the detailed planning such appointing the recording studio, costing, selecting voice talents, sound effects, copyrights for music, producing the jingle, if any. </li></ul><ul><li>Production : At this stage all audio element are mixed and recorded at the recording studio. Durations of radio commercials are usually 30” to 60” </li></ul><ul><li>Post production: Once the sample recording is approved by the client, then the commercials are transferred to CD format and dispatch to radio stations for placement. </li></ul>

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