July, 2007
In the marketing and advertising industry, production is a process that refers
to development of a wide range of final pieces and can include corporate stationery
or collateral, television and radio commercials. Every piece that is put into
the hands of the public is a reflection of that company and enhances, or detracts
from, its overall image and identity.
These final pieces are often the result of a labor intensive and time consuming creative process. The advertising and marketing teams have developed sound creative strategies based on a consideration of what services or products the company offers, who the target markets are or will be over time, and thorough research into the competition. Then, based on these strategies, the copywriters and designers have labored to create eye catching and appealing pieces.
However, the end results can be less effective than predicted because production becomes almost an after thought. Production must enhance and add credibility to the creative product, not detract from it. For corporate stationary and collateral pieces, production includes the choice of paper and ink and the final printing process. Not all papers are created equally. When designing a printed piece, designers must take into account the type of paper that can be used because that too affects the overall image the piece projects. Many of these decisions should be made during the design process itself. Would a bright white paper with a corporate watermark be in line with the project, or does it require something less formal, such as a speckled or grooved paper? Should the paper be coated for a smoother finish, or uncoated for a rougher feel? What type of inks, or color will be used? Is this a simple, two-color piece, or something more elaborate with specific color combinations? These answers all interact together to create the final piece.
The choice of printers and the printing process adds a great deal to the production value. Consideration must be given to the type of job being printed, the specialties and equipment list of the printer and whether they match up well together. Most printing jobs go out for bid, and the lowest bidder generally wins the job. While budget does come into play, sometimes the lowest bidder can’t provide the desired end result.
The same, careful consideration must be given to the production of a television commercial. Here too, production is a process and it is highly defined by the budget. A script is written and storyboards are produced. Then it comes time to actually produce the spot. Production costs can range from a few hundred dollars to well over six figures or more. The commercial with the biggest budget doesn’t necessarily mean it’s the best spot in the market. The main production goal is to ensure that the message can be understood by the audience with minimal effort. It must also enhance the believability and credibility of that company and what is being sold. Specific consideration should be given to the set location and conditions, the actors or people being filmed and the final editing process. A well thought out and produced television commercial is very memorable, positively adding to the overall company image. A poorly thought out and produced television commercial is also memorable, but for all the wrong reasons.
Unlike a television commercial that involves both sight and sound, radio is often said to be theater of the mind because it involves sound only. Again, budget plays a large part in the overall production decisions. Many times, local radio stations will produce a radio commercial for free and that can be a no-brainer for a lot of companies. However, that limits what can be accomplished with the final product and may not fit in with the overall creative strategy. When a copywriter writes for radio, attention must not only be paid to what is actually being said, but also to the sound elements, or sound effects, which can enhance the message. This is a specific production technique that helps the spot to stand out. This can’t be done as an after thought, but should be done while the script is written.
The voice talent used for radio also adds to the overall production value. The use of professional, paid talent greatly enhances the production value due to better articulation and message deliverability and the simple fact that the voice talent isn’t overused in a single market. The voice talent’s read must also be evaluated for the non-verbal communication, not just what the words mean as they’re read together.
The production values of all marketing pieces don’t just rely on their costs. A great deal of thought and consideration needs to done, ensuring that everything in the market with your companies name on it projects the message and image you want it to. Finally, like so many other truisms in life and business, in the area of production for marketing pieces, you get what you pay for.