Marketing Communications

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Marketing Communications

105

Advertising Techniques

THE FINISHED ARTwORK

After the advertiser’s approval of the copy and layout, a finished artwork is produced for typesetting,
illustrations are drawn and the different parts of the advertisement are pasted onto the artwork in
accordance with the layout – camera ready. This means the artwork is ready to be transferred to a
printing plate. All of these pre-production work are now done using graphics software on the computer.

PRINT ADVERTISING PRODUCTION

The artwork is then printed through any of these four printing processes.

1. LETTERPRESS PRINTING – Printing from raised surface.


2. LITHOGRAPHIC PRINTING – Printing from a lithographic plate. The process is commonly
   called offset printing.


3. ROTOGRAVURE OR INTAGLIO PRINTING – Rotogravure is the opposite of letterpress
   that is printing surface of the plate is recessed or below the non-printing portion.


4. SILK SCREEN PRINTING – This type of printing uses a mesh-type screen or stencil made
   of metal, nylon, Dacron or some other materials. (Stanley, 1977; Kleppner, 1979 and
   Stanton, 1981)