TO PRESENT AN OVERVIEW of how ads and commercials are produced for print, electronic, and digital media. With their dynamic effect on the production process, computers now give advertisers many more options for saving money and time and enhancing production quality. But to control cost and quality, advertisers still need a basic knowledge of the processes and methods used in printing and broadcasting as well as in the new digital media.
After studying this chapter, you will be able to:
Discuss the role of computers in the print production process.
Explain the development process for ads and brochures from initial concept through final production.
Discuss how materials for printing are prepared for the press.
Explain the development process for radio and TV commercials from initial concept through final production.
Describe the major types of TV commercials.
Understand how to save money in radio and television production.
Discuss the opportunities for special effects in television.
Explain how the major types of digital media are useful to advertisers.
