Question 1

Which of the following refers to the way elements in a picture are arranged or framed through a camera lens?

Accepted Answer

A) balance 
B) direction 
C) composition 
D) function 
E) movement 
A) balance 
B) direction 
C) composition 
D) function 
E) movement

Question 2

A(n)________ writes the script for a broadcast production.

Accepted Answer

A) copywriter 
B) arranger 
C) producer 
D) director 
E) editor 
A) copywriter 
B) arranger 
C) producer 
D) director 
E) editor

Question 3

In which layout stage of a print ad are the elements assembled in their final position for reproduction?

Accepted Answer

A) thumbnail sketches 
B) comprehensives 
C) mechanicals 
D) rough layouts 
E) semicomps 
A) thumbnail sketches 
B) comprehensives 
C) mechanicals 
D) rough layouts 
E) semicomps

Question 4

Because users can create their own paths through a website, designers have to make sure that their sites have clear ________.

Accepted Answer

A) URLs 
B) networks 
C) sequencing 
D) navigation 
E) pop-ups 
A) URLs 
B) networks 
C) sequencing 
D) navigation 
E) pop-ups

Question 5

What are the two major typeface families?

Accepted Answer

A) point and font 
B) face and size 
C) serif and sans serif 
D) justified and unjustified 
E) Times Roman and Times 
A) point and font 
B) face and size 
C) serif and sans serif 
D) justified and unjustified 
E) Times Roman and Times

Question 6

Refer to the following passage to answer the questions below.
Kimberly is an art director at an advertising agency, and she is developing the print campaign for one of the agency's clients. The clients don't have a large budget, so they would like to keep the costs of production as low as possible; this means that the creation of original art in their ads is not feasible. The desired look of the ads is formal, and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual. She also wants the layouts to be formal because the product is financial services targeted to consumers 50+ years old.
-Which design principles are most appropriate for what Kimberly wants to do?

Accepted Answer

The design principle

Question 7

A second color used in addition to black-and-white is known as ________.

Accepted Answer

A) mono color 
B) single color 
C) spot color 
D) limited color 
E) contrast color 
A) mono color 
B) single color 
C) spot color 
D) limited color 
E) contrast color

Question 8

The Michelin Man is an illustration that appears in many advertisements for Michelin tires. The Michelin Man, who is made of tires, represents the brand. The Michelin Man is an example of a ________.

Accepted Answer

A) logo 
B) position 
C) brand icon 
D) brand image 
E) thumbnail 
A) logo 
B) position 
C) brand icon 
D) brand image 
E) thumbnail

Question 9

Which of the following is NOT considered a process color?

Accepted Answer

A) black 
B) magenta 
C) cyan 
D) yellow 
E) brown 
A) black 
B) magenta 
C) cyan 
D) yellow 
E) brown

Question 10

The primary function of ________ is to convey the words of the message.

Accepted Answer

A) typography 
B) aesthetics 
C) unity 
D) balance 
E) measurement 
A) typography 
B) aesthetics 
C) unity 
D) balance 
E) measurement

Question 11

Words are generally better than visuals at getting and keeping attention.

Accepted Answer

A) True 
 B)False

Question 12

A print advertisement for Bloomingdale's features seven separate photographs of products for a trip to the beach, including sunglasses and a beach bag. The largest image in the ad is a photograph of a famous surfer. The headline for the ad appears above the photographs, and smaller text providing details on the products and the sale appear below the photographs. Which type of layout does this ad use?

Accepted Answer

A) picture window 
B) circus 
C) panel 
D) nonlinear 
E) dominant type 
A) picture window 
B) circus 
C) panel 
D) nonlinear 
E) dominant type

Question 13

The director has responsibility for the actual filming of a TV commercial, including how long the scene runs.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT a step of the television production process?

Accepted Answer

A) preproduction 
B) postproduction 
C) shorts 
D) the shoot 
E) message design 
A) preproduction 
B) postproduction 
C) shorts 
D) the shoot 
E) message design

Question 15

Quiana is an art director working on a print ad for a new client. The client wants the ad to stress the credibility of the product. Which of the following types of art should Quiana choose?

Accepted Answer

A) illustration 
B) photograph 
C) spot color 
D) embossing 
E) line art 
A) illustration 
B) photograph 
C) spot color 
D) embossing 
E) line art

Question 16

The ________ has responsibility for the actual filming of the TV commercial.

Accepted Answer

A) editor 
B) art director 
C) producer 
D) director 
E) arranger 
A) editor 
B) art director 
C) producer 
D) director 
E) arranger

Question 17

What was the challenge facing the advertising agency that developed the campaign for Altoids described in the chapter's opening vignette?

Accepted Answer

A) to increase awareness of a new line of mints 
B) to increase awareness of the brand among children younger than 12 years old 
C) to depict visually the impact of the flavor 
D) to communicate to consumers the superior quality of the Altoids brand 
E) to communicate to consumers the price/value relationship of Altoids 
A) to increase awareness of a new line of mints 
B) to increase awareness of the brand among children younger than 12 years old 
C) to depict visually the impact of the flavor 
D) to communicate to consumers the superior quality of the Altoids brand 
E) to communicate to consumers the price/value relationship of Altoids

Question 18

Which of the following layouts uses a single dominant visual that occupies about 60 to 70 percent of the ad's space?

Accepted Answer

A) picture window 
B) all art 
C) dominant type 
D) panel 
E) grid 
A) picture window 
B) all art 
C) dominant type 
D) panel 
E) grid

Question 19

Full-color images are reproduced using four distinctive shades of ink in a process called ________.

Accepted Answer

A) full-color printing 
B) four-color printing 
C) tint blocking 
D) color surprinting 
E) color transferring 
A) full-color printing 
B) four-color printing 
C) tint blocking 
D) color surprinting 
E) color transferring

Question 20

Explain why an illustration might be easier than a photograph to understand.

Accepted Answer

An illustration can leave out

Which of the following refers to the way elements in a picture are arranged or framed through a camera lens?

A(n)________ writes the script for a broadcast production.

In which layout stage of a print ad are the elements assembled in their final position for reproduction?

Because users can create their own paths through a website, designers have to make sure that their sites have clear ________.

What are the two major typeface families?

A second color used in addition to black-and-white is known as ________.

The Michelin Man is an illustration that appears in many advertisements for Michelin tires. The Michelin Man, who is made of tires, represents the brand. The Michelin Man is an example of a ________.

Which of the following is NOT considered a process color?

The primary function of ________ is to convey the words of the message.

Words are generally better than visuals at getting and keeping attention.

The director has responsibility for the actual filming of a TV commercial, including how long the scene runs.

Which of the following is NOT a step of the television production process?

Quiana is an art director working on a print ad for a new client. The client wants the ad to stress the credibility of the product. Which of the following types of art should Quiana choose?

The ________ has responsibility for the actual filming of the TV commercial.

What was the challenge facing the advertising agency that developed the campaign for Altoids described in the chapter's opening vignette?

Which of the following layouts uses a single dominant visual that occupies about 60 to 70 percent of the ad's space?

Full-color images are reproduced using four distinctive shades of ink in a process called ________.

Explain why an illustration might be easier than a photograph to understand.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 10: Visual Communication

Which of the following refers to the way elements in a picture are arranged or framed through a camera lens?

A(n)________ writes the script for a broadcast production.

In which layout stage of a print ad are the elements assembled in their final position for reproduction?

Because users can create their own paths through a website, designers have to make sure that their sites have clear ________.

What are the two major typeface families?

A second color used in addition to black-and-white is known as ________.

The Michelin Man is an illustration that appears in many advertisements for Michelin tires. The Michelin Man, who is made of tires, represents the brand. The Michelin Man is an example of a ________.

Which of the following is NOT considered a process color?

The primary function of ________ is to convey the words of the message.

Words are generally better than visuals at getting and keeping attention.

The director has responsibility for the actual filming of a TV commercial, including how long the scene runs.

Which of the following is NOT a step of the television production process?

Quiana is an art director working on a print ad for a new client. The client wants the ad to stress the credibility of the product. Which of the following types of art should Quiana choose?

The ________ has responsibility for the actual filming of the TV commercial.

What was the challenge facing the advertising agency that developed the campaign for Altoids described in the chapter's opening vignette?

Which of the following layouts uses a single dominant visual that occupies about 60 to 70 percent of the ad's space?

Full-color images are reproduced using four distinctive shades of ink in a process called ________.

Explain why an illustration might be easier than a photograph to understand.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters