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Chapter Outline
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Producing Ads for Print, Electronic, and Digital Media, 438

Managing the Advertising Production Process, 440
The Role of the Production Manager or Producer, 440
Managing Production Costs, 441
The Print Production Process, 444
The Preproduction Phase: Planning the Project, 445
The Production Phase: Creating the Artwork, 448
The Prepress Phase: Stripping, Negs, and Plates, 451
The Duplication and Distribution Phase: Printing, Binding, and Shipping, 452
Quality Control in Print Production, 452
Production Phase Quality Issues, 452
Prepress Quality Issues, 452
The Radio Commercial Production Process, 460
Preproduction, 460
Production: Cutting the Spot, 461
Postproduction: Finishing the Spot, 462
The Television Commercial Production Process, 462
The Role of the Commercial Producer, 462
The Preproduction Phase, 463
Production: The Shoot, 465
Postproduction, 467
Producing Advertising for Digital Media, 468
The Emergence of Digital Media, 469
The Role of Digital Media in Advertising, 471
The People Who Produce Digital Media Advertising, 471
The Production Process, 472





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