Section

Craft

These articles describe the documents and sequences that show up when advertising work moves from a brief to a produced job. They are written as references, not as a course and not as a pitch for services.

• What a creative brief actually contains

  The parts of a brief a writer or art director can use, and the parts that only look complete.

• A working print production timeline

  From a supplied layout to a bound job, and what "print-ready" has to include.

• How to read a media plan

  The usual columns, what a flight is, and how a plan differs from a buy.

• A short production and media glossary

  Bleed, folio, insertion order, make-good, and related terms in ordinary language.