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ch_10 - Managing the Advertising Production Process...

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Managing the Advertising Production Process Planning Directing Controlling Organizing Specific Tasks Managed by Producer or Production Manager Reproduction of visuals Shooting and editing of scenes Precise specification and placement of type Checking, approving, duplicating, shipping of final art, negatives, tape, or film to media Print Production Process Preproduction Phase: Planning Open a job jacket What equipment will be needed? How will we get it? What materials are necessary? What human resources are needed? Will there be any special expenses associated with the job? How many production artists are needed? What are the publication closing dates? Typography Appearance and arrangement of the ad’s printed matter o Hand-drawn o Computer type Type has an aesthetic role Type Groups Serif Sans Serif Families of Type Weight, posture, and width is varied by using terms such as light, bold, italic, expanded, and condensed
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