Producing a Print Ad

This activity is important because, as a print media buyer, you must understand the print production process and be able to keep projects on task, on time, and on budget.

The goal of this exercise is to demonstrate your understanding of the print production process.

Read the case of Gabrielle and then answer the questions that follow about the print production process.

Gabrielle works for Hometown Advertising, an ad agency based in Atlanta, Georgia, that specializes in print advertising. Gabrielles main focus is working to keep all parties involved in the print production process on task and keep all costs within budget.

Gabrielle has a client, Allergon, which is a new allergy relief medication that seeks to promote itself and raise brand recognition. Allergon wants to do so by advertising in magazines that are popular among Caucasian males, ages 1834, those most likely to suffer from allergies. Contemplate the considerations that Gabrielle must ponder in each stage of the print production process for Allergon.

Gabrielle and the other members of the production department have met to discuss the creative concepts submitted to them by the creative department. The team is now discussing what equipment will be needed for the Allergon photo shoot and what other resources will be necessary in producing the ads. What stage of the print production process are Gabrielle and her team likely in, based on the description above?

Multiple Choice

• prepress

• production

• placement

• printing and distribution

• preproduction