Go to http://www.vegemite.com.au and check out the old ads in the "Heritage" section. Here's another one I like...http://www.gono.com/beermagazineads/champale/champale.htm The history of Champale advertising!
1. Thumbnail sketch. This is a small, very rough, rapidly produced drawing used to try out various visual ideas. The designer creates many thumbnails to visualize many layout approaches without wasting time on details. The best sketches are approved and developed further.
2. Rough layout. This ia a preliminary, hand-drawn arrangement of elements in the actual size of the ad - the final piece. Headlines and subheads suggest the final type style, illustrations and photographs are only sketched in, and body copy is simulated with lines.
3. Comprehensive layout. This is a highly refined representation of the finished piece. It allows the client to see how the brand message will look. It's usually elaborate, with colored photos, text either hand-lettered or typeset, photostats of subvisuals, and a glossy spray coat. When the design process reaches the comp stage, all visuals should be final.
4. Dummy. This is just a mock-up that shows the actual size, look, and feel of brochures, multipage materials, packages, and point-of-purchase displays, to name a few. The artist assembles the dummy by hand, using colored markers and computer proofs. He mounts them on study paper, and then cuts and folds them to size.
5. Mechanical. This is the final, camera-ready artwork. In print production, the type and visuals must be placed into their exact position for reproduction by a printer. Today, this step is done entirely on the computer. The art goes directly from disk to an output device that makes negatives for the printing process.
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