JOBSCOPE

JOB DESCRIPTION
Advertising account executives work within advertising or multi-service agencies, acting as a link between the clients and the agency. They are responsible for liaising between the client and other agency staff to coordinate the advertising campaigns. Advertising account executives liaise closely with their clients throughout campaigns, often on an every-day basis. They manage administrative and campaign work, ensuring that this is all completed on time and on budget.

TYPICAL WORK ACTIVITIES

Advertising account executives contribute to and develop advertising campaigns. Tasks typically involve: meeting and liaising with clients to discuss and identify their advertising requirements; working with agency colleagues to devise an advertising campaign that meets the clients brief and budget; presenting, alongside agency colleagues - particularly the account manager, the campaign ideas and budget to the client; working with the account manager to brief media, creative and research staff, and assisting with the formulation of marketing strategies; liaising with, and acting as the link between, the client and advertising agency by maintaining regular contact with both, ensuring that communication flows effectively; negotiating with clients and agency staff about the details of campaigns; presenting creative work to clients for approval or modification; handling budgets, managing campaign costs and invoicing clients; writing client reports; monitoring the effectiveness of campaigns; undertaking administration tasks; arranging and attending meetings; making pitches, along with other agency staff, to try to win new business for the agency.

WORKFLOW

PRINTING

PRINTING SPECIFICATIONS
Printing specifications (also known as printing specs or specs) is ______________________________ What is involved in a printing specification: 1. 2. 3. 4. 5. 6. Size Extent Material Printing Quantity Finishing

(Sample of printing specs)

1. SIZE
Height, width, need to have open and close size (show sample on the actual specs) What is open size wad is close size (show diagram if possible) Typical Paper sizes International Metric Paper Sizes - ISO Standard

2. EXTENT
How many pp, in multiples of 4, folds, flaps, self-cover

3. MATERIAL
Type of paper (1) Matte Paper It is a kind of printing paper which looks lusterless, dull. Matte paper is used to produce good quality prints and non glare images. Some of the matte inkjet paper is photo quality matte, premium grade, double sided and semi matte. (2) Gloss Paper Glossy paper refers to smooth shiny paper which comes up with surface luster or brightness. The paper looks glossier, shiny which can be used for photographic prints. If images are to be printed more excellently, then most of the printing company will make use of glossy paper. (3) Wood- free paper Paper weight

The thickness of a sheet of paper is indicated by its weight, measured either in grams per square meter (gsm) or pounds per ream (lb).

4. PRINTING
Colors What do the abbreviations 4C, 2C and 1C mean? These abbreviations refer to how many ink colors are used to compose a print ad. 4C: 4 Color Process - a print ad that uses the standard press colors of Cyan, Magenta, Yellow and Black to simulate a large number of different colors. 2C: ad was created using only 2 Colors. Our 2 Color ads are composed of Black and Magenta. These two colors are representative of any two possible color combinations. If you wanted to run a 2C ad in other Spot colors, tell your printer which color plate should represent which alternate Spot color. 1C: ads are 1 color, Black. What is a Spot Color? Spot colors are printed with premixed inks on a printing press. You can choose from among hundreds of different spot-color inks. A spot color printed at 100% is a solid color and has no dot pattern. A tint is a lightened spot and is created by printing smaller halftone dots of the base color. This is also called screening the color.

5. QUANTITY 6. FINISHING
a) Binding To help you make an informed decision among the numerous bindery options, here are descriptions of several ways you can attach loose sheets of paper or complete signatures (printed press sheets folded multiple times to yield complete 4-, 8-, 16-, or 32-page portions of a book). Bindery methods vary according to cost, durability, and appearance. Examples of binding: case binding, perfect binding, b) Lamination Often with lamination you might not actually see the laminate which is a thin plastic coating heat sealed onto the paper. You will however feel it as it creates a smooth and impervious finish. This will likely be a matt laminate. Gloss lamination is more readably seen and again adds to the tactile quality of a page. Often lamination is only used on a brochures cover as it can add considerably to the cost of a print job. c) UV Varnishing With both gloss and matt finishes available UV varnishing gives a similar effect to lamination although the process is more akin to printing a spot colour. With not quite the same feel as a laminate it has benefits in that it is generally cheaper to employ and can be printed on to discreet sections of a page such as a logo or image.

d) Die cut A metal tool which punches is hole or edge into a piece of artwork ito create a irregular shape in the substrate, usually card or paper. Like a pie cutter in application, A die cutter is often used used to create packaging from a regular sheet, but can also be used in brochure design to create an unusual cover or to knockout a hole for a image to show through. e) Foil stamping /Foil Blocking A technique where metallic foil is applied to a page using heat and pressure to create a reflective area. f) Embossing The technique of raising up a portion of the page to create a shadow. This, like foil blocking, requires a special dye to be made and subsequently can add significantly to the overall cost of a job.

VIDEO PRODUCTION

THINGS TO NOTE WHEN ASKING FOR QUOTATIONS

o o What video is this? Is it a TVC? (most TVCs are 30s) Normal screens is for tv broadcast? Private display (then is HD required?) ? Once you determine this then you can determine the below:

Pre-Production

Who is coming up with the concept? Who is coming up with the script? Who is coming up with the storyboard (when job is confirmed)?

Production

Is a shoot required? How many days (one day is 8 hours)? What is this shoot for? Are clients providing HI-RES footages / images / relevant content? Do we need talents? Are clients providing talents?

Post-Production

Animation graphics (transitions, wipes, logo bugs, lower thirds, open sequences, ending credits etc.) 3D graphics required? Do we need music? What kind of music?

Voice overs? Male / Female? Eng / Chi / 2 languages? Do we need a DVD menu? o So when you can determine the above, then you can rfq, if not the production house will always overcharge you. o For your output format, its either Digi-Beta tape for normal screens or a simple DVD-playable for normal screens and Suntec big screens

PHOTO SHOOT

WHAT IS INVOLVED IN A PHOTO SHOOT

Before the shoot: Prepare props Photo plan What your shots would be, number of shots Contact photographer and makeup artist if necessary Booking of venues for the shoot Lighting Talent casting (if theres people involved) Selecting the products if its a products shoot During the shoot: After the shoot: Look through the shots, and pick out those that you think the client will like Then ask for the low res of these photos for designers to do layout

PHOTO SHOOT FOR PEOPLE

Before the shoot: Casting o The type of people clients want Chinese Asians Caucasians o Pick/ select talents based on photos o Then ask the selected talents to come down for interview Ask models to come for interview with light makeup, do not wear heels so we can note their natural height o Things to note during this interview: Talents command of English Personality Experience Smile

Personality Complexion Eyes color Scars

ADVERTISEMENTS IN NEWSPAPER AND MAGAZINE

THE PROCESS AND OUR ROLE

BRIEFING YOUR DESIGNERS

WRITING BRIEF

PITCHES
What is pitch The process For pitches, basic information to be noted and given to the respective person in charge: - Reference No. of the Pitch - Total Amount we quote - Calling Entity (Client/ Co. Name)

SUPPLIER CONTACT LIST

GLOSSARY 2) ART PAPER OR BOARD This is the name for any paper or board that has a smooth, polished, clay coating. The paper may be gloss, satin, silk or matt finish. Coated papers are used for better quality work and are almost always used for full colour work and jobs with photographs on them. Art papers are usually only available in white, so any colours or shades of colour are printed on with the other colours, usually by four colour process. 3) BLEED This just means any area of ink (even a line) that runs off the edge of a print job. Thus, bleeds off means that the job was printed on larger size paper and cut down to the finished size.

4) BOARD The printers name for card. The thickness is usually measured in microns. A micron is one thousandth of a millimetre. Business cards are usually on 340 micron board. Reply cards would usually go on 280 micron or 230 micron board. An uncoated board, such as a filing card is called a pulp board. They are available in white or tints (pastel colours). Coated boards (art boards) are usually only available in white. 5) BOND Paper made from wood pulp, without any coating, as opposed to coated paper such as art paper. Copier paper is a bond. Thickness is measured by weight in grams per square metre, rather than the actual caliper of the stock. Available in weights from 60 gsm to 120 gsm. and in white or tinted. 6) CLOSE REGISTER (or TIGHT REGISTER) This means that the colours on the job are very close to each other and that the accuracy of their positions, relative to each other, are critical. Loose register, sometimes called commercial register is where a slight movement (of say one millimetre or so) between the relative positions of the colours would not matter.. Tight register work sometimes costs more, as a different type of process or printing machine may be used. 7) FOUR COLOUR WORK or FOUR COLOUR PROCESS The printers name for full colour printing. The actual colours used are Cyan, Yellow, Magenta and Black, from which almost any shade of any colour can be reproduced. Also known as process work or four colour process. Full colour designs seen on a computer screen are displayed in three colours, red, green and blue (RGB). This means that the finished printed work will often look considerably different when printed in the four process colours. 8) HALFTONE Printers name for a photograph, which has to be turned into a fine dot pattern before being printed. This process is called SCREENING. 9) LAID A method of making paper from a high rag content pulp. Laid lines in the paper and a watermark make laid paper popular for letterheads. Conqueror is the best known although we can also offer an unwatermarked laid at a much lower price. 10) MARBLE An expensive finish available in paper (90gsm) or board. Marlmarque is the most popular make. Usually used for short run invitations or certificates due to the high cost of the material. 11) NCR This stands for No Carbon Required and is the popular name for self-carbonising paper. The top sheet is available in light or medium weight. The bottom sheet is available as a thin board. There is only one weight of the middle sheets. A range of pastel tints are available for all sheets, although board bottom sheet is usually only available in white. 12) NUMBERING The addition of a unique sequential number to each sheet. Numbers are printed on to the stock by a different process than the rest of the sheet and in our case are always in red ink. 13) PANTONE MATCHING SYSTEM (or PMS for short) An international method of making sure that all specified colours used in printing, publicity etc are

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very similar. Colours are specified as numbers, i.e. PMS 032, PMS 300 etc., sometimes followed by the letter U or C. The letters simply mean how the same ink colour looks on either uncoated stock or coated stock as the colours often look totally different on each. PERFORATIONS The tiny holes or slits that enable a sheet to be pulled out of a book (as in a cheque book) A perforation may be down or across the sheet, but generally has to go all the way across or down. Occasionally, a job will appear where the perforation has stopped before the edge. This costs considerably more to produce and is called a stopped perf. REVERSED OUT White lettering on a solid background. Offset Litho ink is transparent so offset litho printing cannot use white ink so any white type has to be made from the paper colour showing through a solid. SCORING When printers score, they put a fine crease in a straight line, down or across a sheet of board. This enables the job to be hand or machine folded accurately. SOLID A large area of ink coverage. A full out solid means that the solid area extends all over the sheet. Most printers assume a maximum print area of 25% in any one colour and charge extra for the higher ink and setting up costs of printing a large solid on a job. TINT Any area of colour on a print job that is made up of a halftone screen of one or more of the solid colours used on the job. Tints are expressed in percentages, i.e. 10%, 20% etc. They are made up of a percentage of tiny dots of one of the ink colours. Laying tints is an extra cost on any job. Great care should be taken when selecting tints as they can often look totally different on the finished job than they did on the designers screen. Dark tints of 50% and more tende to look much darker on the printed job than on the screen, due to dot gain on the press. TINTED The printers term for coloured paper. Pastel tints are cheaper than intensive (deep colour) tints. WASH-UP Single colour printing machines normally run in black ink. Full colour machines run in black, magenta, cyan and yellow. The use of any other colour will incur a wash-up charge, for the time spent in washing down the rollers and ink ducts to take another ink colour. Very light coloured inks and metallics cost more because the wash-up takes longer. WEIGHT OF PAPER The bulk of most papers is measured in grams per square metre (gsm). Although not a measure of thickness, GSM gives an idea of the feel. Board is usually, although not always, measured in microns which is a measure of thickness. A 200 micron board is around 160 gsm in weight. WOVE A high quality paper made from the same rag-content pulp as laid, only with a smooth finish. Usually only used for letterheads. PAPER SIZES Printers buy paper in large sheets and cut it to the finished size, often after the job is printed. This enables a job to be printed twice or four times on one sheet and cut up afterwards. It also allows for

any BLEED (see above) as printers cannot print right to the edge of the sheet. It makes sense to try to stick to standard paper sizes. Going slightly smaller will cost much the same, but by going even slightly larger than a standard size, you will be spending money on wasted paper. 24) Standard Metric Paper Sizes. 25) A7 105mm x 74mm A6 148mm x 105mm A5 210mm x 148mm A4 297mm x 210mm A3 420mm x 297mm A2 594mm x 420mm 26) In each case, the next larger size is TWICE the shortest dimension of the last one. In other words, two A5s will fit on one A4, two A4s fit on one A3 etc. This means that 16 A7s will fit neatly on an A3 sheet. 27) Business cards are usually the same size as a credit card, which is 85mm x 55mm. Compliment slips are often seen as 1/3rd A4 which is 99mm x 210mm. 28) Remember that all sheets can be used either way up. A compliment slip can be lying down or standing up. This is called PORTRAIT (210mm tall by 99mm wide) or LANDSCAPE (99mm tall and 210mm wide). The same applies to Business Cards, Forms, Posters etc. Letterheads are always portrait in format.