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Black and White Newspaper Ad

Scenario: You are a graphic designer working in a Advertising Agency. The account executive has given you the task of designing a black and white newspaper ad for an established client. The client wants to see 3 uniquely different concepts based on a benefit to the consumer.

The ad must:

1. Clearly explain the message

2. Tell the reader what he/she can do to address the issue

3. Answer the question, "What's in it for me?"

Using standard ad specifications, the ad must measure 54 column inches. Copy and logo will be supplied by the client. The client will then sign off on one of the roughs for final production. A tight comprehensive that simulates the final newspaper ad will need to be developed and presented to the client.

You will work with your art director on research, idea exploration, and concept development. You will submit thumbnails to the art director, who will then choose 3 concepts to develop into 3 tight roughs. Once the roughs have been approved by the art director, the client will select one for the final comp.

In order to make sure that the job is scheduled appropriately, prints correctly and all electronic files are configured correctly you will be in close contact with the production manager.

The final comprehensive design will need to simulate the final printed project as closely as possible.

The client has asked that: 1) all files be delivered when the project is complete, 2) a PDF be created for archiving purposes and 3) a black and white sample be printed. The client will then sign off on one of the designs.

Calendars: Greg Stiles | John Smith | Doug Crabtree

Step 1: Meet with your projects instructor.

1.Go to the bw newspaper ad project page and collect the project information:Projects Course Syllabus
2. Print out a copy of the sign-off sheet
3. Schedule a meeting with the projects instructor, who will be your manager for this project.

Step 2: Meet with your process instructor.

1. Go to the bw newspaper ad process page and collect the process information: Process Course Syllabus
2. Schedule a meeting with the process instructor, who will be your art director for this project.
3. Complete project exercises:

• Ad quiz
• Mind Maps
  The Thinking section of mediumbold's web site: Click on Visualizing Ideas and then choose Mind Maps from the pop-up window.
• Become familiar with the elements of an ad.
• Choose one of the Ad Council's campaign Subjects.
• Answer numbers 1 through four of the creative brief worksheet
• Ad Techniques Exercise
• Creative Headlines Exercise
• Check out language approaches: www.clichesite.com
• Check out creative usage of photography

Step 3: Meet with your technology instructor.

1. Go to the bw newspaper ad technology page and collect the tech information. Tech Course Syllabus
   
2. Schedule a meeting with the technology instructor, who will be your production manager for this project.
3. Determine prerequisite skills necessary to complete the project.
4. Complete project exercises:
   • Column Inches tutorial and worksheet
   • Understand how to control widows, orphans, and runts.
   • Logo exercise
   • Read "Dreaming in Black & White" Scanning Exercise
   • The Spokesman Review ad: download exercise folder.
     NOTE: be sure to look at the READ ME file in the folder. It contains things you NEED to know.)
5. Use project resources:
   • Spokesman-Review column sizes (PDF).
   • Spokesman-Review page template (SIT).

Step 4: Complete project research.

1. Define the target audience.
2. Define the client need.
3. Collect examples of ad design designs.

Step 5: Develop thumbnails

1. Create three different concepts for the ad design.
2. Sketch the bw newspaper ad design in thumbnail form.
3. Verify that your work meets thumbnail criteria.
4. Submit thumbnails to the art director for sign off / approval.

Step 6: Develop rough layouts.

1. Develop roughs from thumbnails which were approved by the art director.
2. Rough layouts will be to size of the final bw newspaper ad and communicate more detail than the thumbnails.
3. Verify that your work meets roughs criteria.
4. Submit roughs to the art director for sign off / approval.

Step 7: Submit rough layouts to the client.

1. After the art director approves your roughs, meet with the client and present your designs.
2. The client will sign off and approve the design to be taken to final stage.

Step 8: Meet with the production manager.

1. Determine the skills and steps needed to produce your design (digital strategy).
2. Discuss your digital strategy with the production manager.
3. Ask the production manager about any issues you are unsure of.
4. When it is clear that you understand how to produce your design correctly and efficiently, the production manager will sign off / approve your strategy.

Step 9: Produce the digital comp.

1. Create all native files (raster and vector images).
2. Assemble text and images using Adobe InDesign.
3. Conform to standard prepress criteria for all file preparation and type formatting.
4. Make backup copies of all files after each work session.
5. Print a black and white laser proof and check for correctness and accuracy.
6. Have "DIGITAL COMP CRITIQUE / PEER REVIEW" of your grayscale digital comp.
7. Make appropriate revisions.
8. Print color separations and check for correctness.
9. Create a PDF version of the final design.
10. Copy all final documents to the server folder(s) specified by the client and production manager.
11. Make an appointment with your art director for sign off / approval.

Step 10: Submit final comp to the client for sign off / approval.

1. Project should be linked up to the roster page provided.
2. Project should be presented using the html template provided.
3. Client should receive all digital documents and a composite pdf file on the server as specified by the client.

Step 11: Complete file preparation with your production manager.

1. Using the print preparation checklist have a "TECHNOLOGY PEER REVIEW" of your project files before meeting your instructor
2. Hand in studio (lab) time sheet
3. Submit project billing worksheet
4. Show back up filing system
   • discuss file organization and naming conventions
   • discuss learning strategies
5. Verify:
   • Correct raster file sampling and preparation.
     
   • Correct vector file preparation.
     
   • Correct font choices and styles.
     
   • Correct color usage.
     
6. Complete service provider package
7. Submit the completed checklist to your tech instructor for approval/ sign-off.

Step 12: Fill out self-assessments and place the project pieces into the file cabinet:

1. Self Assess:
   • Projects
   • Process
   • Technology
     
     
2. When all is signed off, put the following into the file cabinet in your folder:

• Assessment sheets for Projects, Process and Tech
• Thumbnails
• Roughs
• Final printout of project/proof
• Sign-off sheet
• Time sheet and billing sheet
• Print preparation check list
• Color seps if asked for by the instructor

 

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