After completing this chapter, students will be able to: Specify key responsibilities in managing ad production, review the processes for producing print ads and brochures, explain the production process for radio ads. | 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 Learning Objectives Describe the major production techniques for TV commercials Explain how ads are produced for the Web Role of Production Manager and Producer Production manager: Oversees the entire production process Producer: Responsible for keeping the project moving smoothly and under budget 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 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 Exhibit - Phases of Radio Commercial Production Process Exhibit - 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 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 Producing Advertising for the Web People who produce digital media advertising Multimedia producers, directors, and technicians Interactive planners and writers . | 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 Learning Objectives Describe the major production techniques for TV commercials Explain how ads are produced for the Web Role of Production Manager and Producer Production manager: Oversees the entire production process Producer: Responsible for keeping the project moving smoothly and under budget 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 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
