Advertising
Unit VI

Question 11
Describe the four stages in the print production process. Explain how this differs from the broadcast commercial process.

The print production process consists of four major phases: preproduction, production, prepress and printing and distribution.
The first step, preproduction, begins when the creative department submits the approved creative concept, rough, or comprehensive layout out and copy to the production department. The production manager’s first task is to communicate with the agency’s traffic system. Together they will open a job jacket for storing the various pieces of art work and ideas that will be generated throughout the process, and then they will examine the general nature of the job and consider several questions pertinent to managing it efficiently. Planning the project.
The production phase involves completing ancillary functions such as illustration or photography, setting up the artwork and typesetting, and the melding all these components into a final tangible form for the printer or publisher. Creating the artwork.
The prepress phase is the computer making plates from the mechanical. The various elements of the ad are converted into film negatives which are carefully mounted together in perfect registration, through a process known as stripping onto opaque plastic sheets called flats. Once exposed, the emulsion is developed, etching the plate in the process.
The last phase of the print production process involves the actual printing proofing, and finishing step of drying, cutting, binding and shipping. Several printing processes are available, letterpress, offset, rotogravure, flexography; the choices largely depended on the type of surface being printed, the quality required, and the size of the job.

Question 12
Compare and contrast the five body copy styles for print advertising.
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