Technical Definitions

Print

What is a digital cromalin and what is it used for?

Cromalin provides the best colour matching for printers as it is calibrated to show CMYK colours, (exactly as they should appear when printing with inks)

It is an industry standard proof which the printer actually uses while printing the job on press to ensure the printed job is consistent and 100% accurate to the proof colour wise.

 

 

What is a press proof and what is it used for?Colours for printing on newsprint need a lot more tweaking than those used on standard paper as the newsprint soaks more ink and naturally prints much darker. We run press proofs of every campaignto ensure ;1. The image is visible - 80% of images need to be colour amended after a newsprint proofis run 2. that all the copy is legible as the ink will spread when printed on newsprint.

Each newspaper has individual profiles (some print darker and some print lighter eg The Irish Times prints using much less ink than most newspapers so all the ads that appear in this publication are printed much lighter than say in the Sunday World.)

Newsprint proofs are vital to ensure we achieve the best colour balance across all publications.

Film

DOP

A Director of Photography (cinematographer)-After the locations

have been chosen, the DOP decides on how the scenes should be shot. Views, scenery etc . They are responsible for achieving artistic and technical decisions relating to the image.

A Focus puller

They are part of the film crew, they prepare the camera, accessories, lens etc for the day’s shoot. They also change the distance setting on the lens during the take.

Pre production

Pre production is the process before a film is made. This involves the organization of the whole production. For example: budget, cast, crew, locations, food, accommodation, scripts.

Pre Production meeting is a key decision making time

Post production

The post production process involves everything that happens after the production has been shot. For example, sound, music, re touching, editing and this happens in a post production house/studio.

Off-line edit

Is a pre-graded, pre-visual effects, pre-sound effects, pre-VO version of the film.

Normally what is first shown to the client to get approval before final cut is agreed.

Director The director develop their vision of

what the script will look like by creating a sequence of clearly defined shots (‘Directors Treatment’)

They cast the actors Then they direct the actors and crew

during the film making process.

Producer

A producer is responsible for overseeing and developing the project. The producer manages the budget and pulls together the crew.

A role not disimilar to an account director in a agency

A movement order

A document outlining exactly one gets to a shoot location or from one location to the next location.

A Critical Path - CPA

This is a detailed schedule/timeline of every aspect of a production that happens on a daily bases from start to finish.

A Call Sheet

Is a document that details the names and numbers of everyone involved on a shoot, from Agency to Client to Cast, to Crew to Suppliers.  So on a shoot everyone you need to get hold of is listed on this document.

A VO

Is a Voice Over.

Digital

SEO - Search Engine Optimization. This is an action taken on a web site to improve your contents visibility within the results.

PPC – Pay-Per-Click A method of advertising on a search engine where you pay an agreed amount everytime someone clicks on your ad.

UCG – user generated content. Same thing as CGM (Consumer Generated Media) or UCC (User Created Content), just a different way of saying it. Any content on a website, social media platform etc that has been generated by a user/consumer rather than the site owner.

CTR – Click Through Rate. The percentage of clicks out of the total number views of a particular link

An MPEG is an movie or audio file type

An MP3 is an audio file type

Banners can be created using three types of content

Video (Rich media) Bitmap images Vector images

Banners a usually made in Adobe Flash and exported as a .swf file. Pronounced (swif)

VIDEO

Video banners are a rich media format.

BITMAP IMAGES (photos..)

Most images you see on your computer screen are raster graphics. They are made up of grid of pixels, commonly referred to as a bitmap. The larger the image, the more disk space the image file will take up.

Raster/Bitmap graphics can typically be scaled down with no loss of quality, but enlarging a bitmap image causes it to look blocky and pixelated.

VECTOR (cartoons..)

Unlike JPEGs, GIFs, and BMP images, vector graphics are not made up of a grid of pixels.

They are lines of code containing mathematical equations.

Because vector-based images are not made up of a specific number of dots, they can be scaled to a larger size and not lose any image quality.

Also they are a much smaller file size.

CLIENT SERVICE

CONTACT REPORT/NOTE

1. Date2. Location3. All attendees 4. Client/name of project5. Actions 6. What has been agreed7. Dates that actions need to be completed

by8. NOTHING ELSE

THE CONTACT REPORT/NOTE

Contact notes are legally binding They have regularly used in disputes between client, agencies and suppliers In Ireland they have ended up in High Court legal challengesIt is your responsibly to write them correctly It is great training if any of you plan to run your own agency/business

GENERAL CLIENT ENGAGEMENT RULES

1. Every client meeting needs a rehearsal2. Always know your opening cold 3. Everyone you bring along should have a

speaking role 4. Everyone should know when they and ‘on’

and what we are saying5. All props checked and ready (estimates,

creative work etc)6. Always a have written agenda (pre-sell)

Preparation

1. Start on time2. Tell them, show them, tell them

again, sum up3. Lead the meeting4. Use the agenda to keep everyone on

track5. Be positive

The meeting

1. Contact note 24 hours after meeting, always

2. Circulate to all relevant parties3. Bring last contact note to next

meeting- Use as a reminder

The follow-up

Only the following info: Date, location and attendees. DETAILED KEY ACTION POINTS

AGREED. Who is responsible for following up. When action needs to be completed

by. Date of next meeting.

Writing a contact note

Remember this is a legal document

Precise detail is key

Writing a contact note

Tips

Remember contact notes can be used very effectively to manage (displine!) clients.

Contact notes manage expectations Finally always get an

approval/input from your next-in-command