Ad Production (1)

MKT 240 - Advertising Chapter 12

Print, Electronic and Digital Media Production

Advertising Production Process

  • Completion of a planned sequence of activities

  • Managed by a print production manager or producer who ensures:

    • Project continuity

    • Budget adherence

    • Quality maintenance

  • Achieved through four functions:

    1. Planning

    2. Organizing

    3. Directing

    4. Controlling

Four Functions of Advertising Production

Planning and Organizing

  • Allocate time and foresee irregularities

Directing and Controlling

  • Supervise production staff and suppliers

  • Stay updated with technological changes in production

Managing Production Costs

  • Monitor time and supplier costs

  • Difficult to control unplanned costs

  • Five budget affecting problems:

    • Inadequate planning

    • Production luxuries

    • Overtime

    • Special equipment

    • Decision-making hierarchy

Managing Production Costs (cont’d)

Print Production

  • Systematic transition from concept to publication

    • Involves engraver, prepress graphic services, paper

Electronic Production

  • Conversion of script/storyboard to commercial

    • Involves scale and residual fees

Print Production Process

Four Major Phases

  1. Preproduction

  2. Production

  3. Prepress

  4. Printing and distribution

Preproduction

  • Goal: Thorough job planning

  • Begins with creatives submitting concepts

  • Incorporates traffic system and job jacket

  • Time constraints affect step completion

  • Focus: Speed, quality, economy (choose two)

Production

  • Functions: Illustration, photography, final artwork assembly

  • Stock imagery may save resources

Prepress

  • Finalize artwork for printing

  • Color printing types:

    • Four-color process (CMYK)

    • Spot color (PMS)

Printing and Distribution

  • Conducting actual print run

  • Press run checks color and appearance pre-final run

  • Finishing touches post-printing (binding, folding, stapling)

Quality Control in Print Production

  • Confirm quality at various production stages

  • Proofs must be checked by agency and client

  • Types of proofs include:

    • Blueline

    • Chromalin

    • Digital/Iris proof

    • Press proofs

How to Check a Proof

  • Look for scratches/flaws

  • Check traps: overlaps in colors to prevent white space

  • Check bleeds: image/types extending to paper edge

Radio Commercial Production

  • Quickest, easiest, and least expensive ads

  • Delivery methods:

    • Live by announcer

    • Recorded by talent

    • Produced in a studio

  • Three phases:

    1. Preproduction

    2. Production

    3. Postproduction

Radio Production (cont’d)

Phases Explained

  1. Preproduction - Smooth job preparation

  2. Production - Recording voice, music and sound

  3. Postproduction - Mixing elements for master tape

TV Commercial Production

  • Generally costly

  • Three stages:

    1. Preproduction

    2. Production

    3. Postproduction (finishing)

TV Production (cont’d)

Stages Explained

  1. Preproduction - Preparatory work before filming a) Decisions on live action, animation, or special effects

  2. Production - Actual filming days

  3. Postproduction - Editing and finishing after filming

Advertising for Social Media and the Web

Viral Video

  • Digital video with subtle promotional messages

  • Encourages viewer sharing

Viral Ad

  • Designed for online platforms with a target audience

  • Should evoke strong emotions, often humor

Website Production Steps

  1. Learn

  2. Plan

  3. Design

  4. Code

  5. Launch

  6. Maintain