Bonus Chapter

Arens|Schaefer|Weigold

Learning Objectives

• Specify key responsibilities in managing ad production

• Review the processes for producing print ads and brochures

• Explain the production process for radio ads

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Learning Objectives

• Describe the major production techniques for TV commercials

• Explain how ads are produced for the Web

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Role of Production Manager and Producer

• Production manager: Oversees the entire production process

• Producer: Responsible for keeping the project moving smoothly and under budget

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Print Production Process

• Systematic process a layout for an ad or a brochure goes through from concept to final printing

• Phases– Preproduction - Period of time before

the actual recording or shooting of a commercial

– Production• Creating the visual• Preparing mechanicals

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Print Production Process

– Prepress• Printing in color

– Four-color process– CYMK printing– PANTONE Matching System® (PMS)

• Color separations: Four separate continuous tone negatives produced by photographing artwork through color filters that eliminate all the colors but one

– Printing and distribution• Involves printing, proofing, and finishing

steps of drying, cutting, binding, and shipping

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Exhibit BC.4 - Phases of Radio Commercial Production

Process

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Exhibit BC.5 - Television Commercial Production

Process

Action: Staging and Talent

• Studio lot: Outdoor space at a film studio, shielded from undesirable noises

• Location: Shooting away from studio

• Talent: Actors in commercials• Scenes may be shot from two or

three different angles• Scenes needn’t be shot in order

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Producing Advertising for the Web

• Gives marketers new ways to reach prospects

• Important for Web advertisers to produce content using responsive design– Responsive design: Website content

that is produced to automatically adapt to the viewer’s technology

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Producing Advertising for the Web

• People who produce digital media advertising–Multimedia producers, directors, and

technicians– Interactive planners and writers– Computer programmers and system

designers

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Producing Advertising for the Web

• Stages of production process– Preproduction - Planning, costing, and

hiring activities– Production - Artwork creation, video

and audio record, or code writing– Postproduction - Editing, duplicating,

and distribution activities

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How Digital Media Differ from Print and Traditional Audio/Video

Media• Production costs for digital media

are expensive• Costs are high for running a spot

each time on a highly rated network show

• Placing the ad on the Web requires very little cost

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How Digital Media Differ from Print and Traditional Audio/Video

Media• Television or print ads guarantees a

large audience, digital ads find limited viewers

• Ads developed for digital media are virtually free of restrictions associated with time or space costs in traditional media

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