This document describes the creative execution and production process for different types of advertising media. It discusses the roles of art directors, graphic artists, and production managers in print, radio, television, and digital advertising. For print ads, it covers design principles, types of layouts, selecting visuals, and copywriting formats. For electronic media, it discusses radio and television script formats, storyboards, and the production process. Overall, the document provides an overview of the creative development and production elements involved in advertising across multiple channels.

1. Creative execution & production

2. Class Objectives Describe roles in ad creation & production Explain creative execution & production by medium Understand the important elements within advertising

3. Print Ads

4. Print: Principles of Design Balance Proportion Sequence Unity Emphasis Strong design . . . commands attention, holds that attention, tells as much as possible, and facilitates understanding.

5. The Art of Creating Print Ads Design How the art director and graphic artist choose and structure the ad’s artistic elements Layout How the chosen ad format elements are arranged Headline Visuals Subhead Slogan/Seal Body Copy Logo

6. Print Ad Design Thumbnail Rough Layout Dummy Small, rapidly produced drawing for visualization Drawn to actual size, art sketched in, body copy lines Presents look and feel of brochures Mechanical Comprehensive Text and visuals in exact position, ready for camera Facsimile of the finished ad

7. Types of Print Ad Layouts Poster-style Also called a picture window layout. A single, large visual occupies about two-thirds of the ad.

8. Types of Print Ad Layouts Mondrian Grid A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion.

9. Types of Print Ad Layouts Circus Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive.

10. Types of Print Ad Layouts Copy is surrounded by the visual (or visual may be surrounded by copy). Picture Frame

11. Types of Ad Layouts Copy-Heavy When you have a lot to say and visuals (non-verbal images) won’t say it.

12. Types of Print Ad Layouts Montage Similar to circus, brings multiple illustrations together and arranges them to make a single composition.

13. Types of Print Ad Layouts Combo Creativity often involves combining two or more unrelated elements to make an ad more interesting. This ad combines the grid layout with a picture frame layout.

14. Exercise 1 What type of ad layout does this ad use? Create a thumbnail or rough layout for this ad. Photo c/o beautyaddict1one1.blogspot.com

15. Exercise 2 Create a print ad thumbnail or rough layout from this TV ad. http://www.youtube.com/user/progressive?feature=chclk#p/c/88208CF704D9427A/18/HeJmrC5NoV0

16. Selecting theVisual Use of Visuals in Print Ads Is a visual needed for communication? Black-and-white or color? Subject’s relevance to creative strategy? Illustrator or photographer? Technical or budgetary issues?

17. Chief FocusPossibilities Use of Visuals in Print Ads Package Product Alone Product in Use How to Use Product Comparison of Products Product Features Humor User Benefit Negative Appeal Testimonial

18. Use of Visuals in Print Ads Copy Shop’s standard poster-style ad is more likely to gain higher readership and recall scores than other formats

19. Use of Visuals in Print Ads

20. Use of Visuals in Print Ads

21. Use of Visuals in Print Ads

22. Use of Visuals in Print Ads

23. Print Copywriting & Formats Copywriting with the creative pyramid: Allstate ad

25. Attract attention

26. Above or below head

27. News/Information

28. Engage audience

29. Different color or style

30. Provocative

31. Explain visual

32. Support “interest” step

33. Question

34. Lead into ad body

35. Command

37. Exercise 3: Write the Copy

39. Production luxuries

40. Overtime

41. Special equipment

42. Hierarchy

43. Radio

44. Television

45. Digital mediaProduction Manager’s Role Planning Organizing Directing Controlling Managing Production Costs Budget Busters PrintProduction ElectronicProduction

46. Creative and Approval Process Approval Process 1. Creative director 2. Account management team 3. Client’s product managers & marketing staff 4. Agency’s & client’s legal departments 5. Top executives

47. Managing the Production Process National ad for Toyota Prius: ads of this caliber may require a month or longer to create

48. Print Preproduction Traffic Job jacket Closing Dates Project Planning Emphasis Appropriate Appearance Typography Readability Harmony Job Planning Color palette Production methods Speed, quality or economy

49. Preproduction Singapore Airlines ad: the typeface conveys luxury Welcome to the Lap of Executive Luxury Welcome to the Lap of Executive Luxury Welcome to the Lap of Executive Luxury Welcome to the Lap of Executive Luxury

50. Print Production Creating the Visual Photos or illustrations Stock or original Preparing Mechanicals Layout Base art Overlays Camera-Ready Art & Halftones Line art Halftone screens

51. Television & Radio

52. Copywritingfor Electronic Media Two-column radio script

53. Radio and TV: Ad Formats Straight Announcement On Camera or Voiceover Musical Jingles, Donuts,Musical Logos and Hooks Presenter Slice of Life Mnemonic Devices Testimonial Lifestyle Demonstration Animation

54. Art in Radio and TV: Storyboards artists develop storyboard roughs . . . After creatives finalize a TV spot’s concepts . . . including camera angles and the script . . . in order to provide a visual guideline for production. Storyboard example: http://www.thestoryboardartist.com/Site/Coke.html

55. Radio Commercial Production

56. TV Commercial Production

57. TV Commercial Production Live action Animation Special effects Preproduction Script & storyboard Plan techniques

58. TV Commercial Production Production: The Shoot Preproduction Location Sound Lights Cameras Talent

59. TV Commercial Production Production: The Shoot Postproduction Preproduction Editing Mixing Prints

60. TV Commercial Production Postproduction phase when director and editor select and splice scenes Coke ad video: http://www.aef.com/on_campus/classroom/educational_materials/1755

61. Digital Media

62. Digital Advertising Production Key considerations: Users share opinions with many others Contains elements of print and broadcast media Interactivity creates opportunities Formats: Viral ads CompanyWeb sites Banner ads