Deck 18: Print Production

Question 1

Which specialist in print production operations would coordinate all print production with the creative groups, traffic, and account management?

A)print producer
B)illustration buyer
C)printing buyer
D)typography expert
E)schedule monitor

Answer 1

A

Question 2

As someone in advertising, whether you intend to produce a magazine or newspaper ad, a direct response piece, outdoor or transit ads, you must have a working knowledge of:

A)production processes and the mechanical specifications for these vehicles.
B)quality control systems.
C)spreadsheets.
D)the personnel requirements to produce these vehicles.
E)paper density and porosity.

Answer 2

A

Question 3

Ad concept, scanning, layout, and proofing are the first four steps in which prepress printing method?

A)digital
B)globalized
C)traditional
D)screen
E)wet screening

Answer 3

A

Question 4

Provides complete data on all critical advertising production specifications for most business and consumer magazines, and newspapers.

A)Starch Survey of Printers
B)Standard Rate and Data Service
C)Foundation for Printing and Digital Art
D)La Roche Readers' Service
E)Pre-Press Journal

Question 5

In the traditional prepress process, after electronic color separations and layout, the next step is:

A)proofing.
B)film preparation.
C)typesetting.
D)preflight.
E)electronic color separations.

Question 6

Which of the following is NOT a technical issue in digital advertising?

A)file compatibility
B)ability to convert computer images to plates without using film
C)industry standards
D)preflighting
E)color calibration

Question 7

A print production group in an agency is ultimately responsible for:

A)scanning the advertising concept.
B)making a comp.
C)transforming the original creative concept into the client's "printed" communication.
D)making separations.
E)making mechanicals.

Question 8

Primary reasons advertising managers ought to know basics of the production processes include all of the following EXCEPT:

A)involves quality of results.
B)affects effective, efficient use of time.
C)affects costs.
D)affects how their subordinates perceive them.
E)affects people under their supervision.

Question 9

The issue of ________ revolves around use of files in printing production.

A)guidelines
B)compatibility
C)color calibration
D)costs
E)pre- and postflighting

Question 10

To ensure that the creative and production work moves along with the necessary precision, this is created at the outset of production.

A)publication manual
B)stepwise analysis
C)PERT chart
D)time schedule
E)time and motion analysis

Question 11

Advertising concept, typesetting, and electronic color separations are the first three steps in which prepress printing method?

A)digital
B)globalized
C)traditional
D)screen
E)wet screening

Question 12

Because investment in file formats is so great, many printers:

A)go to press before deadline.
B)control creation of the final RTF files.
C)pass on processing costs to the advertiser.
D)continue to accept native application and nonstandard Adobe PDF files.
E)have left the business.

Question 13

Which specialist in print production operations would coordinate all print production with the creative groups, traffic, and account management?

A)print producer
B)illustration buyer
C)printing buyer
D)typography expert
E)schedule monitor

Question 14

The person in a production group responsible for contacts and contracts with photographers and digital artists in coordination with art directors is the:

A)typography expert.
B)print producer.
C)illustration buyer.
D)printing buyer.
E)lithographer.

Question 15

The size of the print production group in an agency depends on the size of:

A)media the clients want used.
B)upper level of management.
C)billings.
D)demand.
E)printed materials they specialize in bringing to the marketplace.

Question 16

Print production people need NOT be:

A)graphic arts consultants.
B)copywriters.
C)production planners.
D)production liaisons.
E)knowledgeable technicians.

Question 17

A term print production people borrowed from the airline industry that assures digital files will image correctly; also a way to discover incomplete or missing digital files or fonts.

A)postflighting
B)preflighting
C)calibration
D)compatibility
E)low visibility/high risk (LVHR)

Question 18

To be effective, a print production group would NOT need to have a working knowledge of:

A)quality requirements.
B)a publication's mechanical specifications.
C)budgetary considerations.
D)production processes.
E)management hierarchy.

Question 19

All of the following functions are the responsibility of a typical print production group in an agency EXCEPT:

A)traffic.
B)illustration buyers.
C)typographers.
D)print producers.
E)printing buyers.

Question 20

An important consideration in digital production is that hard copy looks the same regardless of where or on what type of equipment files are viewed. This issue is related to:

A)costs.
B)compatibility.
C)color calibration.
D)postflighting.
E)preflighting.

Question 21

With digital technology, if a problem is detected, what occurs?

A)The complete correction takes only about 30 minutes.
B)The plates are made of plastic instead of metal.
C)The drive is slicked to receive the new images.
D)The Xerographic operator presses the restart button.
E)The complete correction takes fewer than 15 minutes.

Question 22

Presses that feed paper from a continuous roll, printing rapidly are:

A)rotogravure presses.
B)sheet-fed presses.
C)web-fed presses.
D)letter presses.
E)found only in newspaper plants.

Question 23

Which of the following is NOT an advantage of producing plates directly from computer files rather than film?

A)crisper dots
B)agency controls entire process
C)better registration
D)sharper image on press
E)reduces both design and printing schedules

Question 24

The type of printing process that uses a stencil, is ideal for short runs is, and usually applied to textiles is:

A)letterpress.
B)screen printing.
C)sheet-fed.
D)rotogravure.
E)Xerography.

Question 25

Because it is a photographic process, which of the following is very efficient and is the most popular printing process used in the United States?

A)offset lithography
B)rotogravure
C)letterpress
D)web-fed
E)reverse image screening

Question 26

Advantages derived from proper use of lowercase letters in text include all of the following EXCEPT:

A)varying heights of letters forming words to create an outline shape stored in a reader's mind, and those words can be more easily recalled when seen.
B)readers are more comfortable reading them rather than all caps.
C)can be read more quickly than all caps.
D)a 10 to 25 percent slowdown in reading speed and comprehension.
E)more than 95% of text is lowercase, so it is common.

Question 27

In order for a client to sign off on each project's production costs in advance of the actual work, the following is produced.

A)a printer's press schedule
B)full mock-up series and comps
C)return estimates and traffic flows
D)estimated annual campaign production budget
E)a cost-benefit analysis with discounted cash flows

Question 28

When using which communication vehicle does the advertiser/agency have the final decision regarding print production?

A)ad inserts and direct mail pieces
B)a magazine
C)a newspaper
D)a professional printed newsletter
E)an academic journal

Question 29

If ad agencies purchase space in a newspaper, which of the following is NOT something they should be aware of?

A)leading edges
B)depth and width
C)agate lines and number of columns
D)font size in points
E)how they prefer the type be set

Question 30

Which of the following is NOT a major classification of type?

A)text
B)digital
C)Modern Roman
D)decorative
E)sans serif

Question 31

The main benefit of computer to plate is that it:

A)allows for the immediate use of PDFs.
B)lets artists use JPEG files.
C)eliminates the need for film.
D)reduces ink usage compared to off-set.
E)does away with the need for specifications for publication.

Question 32

Which of the following does NOT pertain to sheet-fed presses?

A)feeds paper rapidly
B)can be used in letterpress printing
C)can be used in offset printing
D)can be used in gravure printing
E)Prints about 6,000 to 7,000 sheets per hour.

Question 33

In letterpress printing, the "job press" platen cannot do which of the following?

A)die cut
B)score
C)perforate
D)etch
E)emboss

Question 34

Characteristics of offset lithography printing include:

A)printing from an etched surface.
B)printing from a flat surface.
C)printing from a raised surface.
D)all your materials must be converted to a photoengraving.
E)the image must be offset slightly from the left margin.

Question 35

The process that can print millions of copies of a catalog, newspaper insert or magazine, for example, and that delivers excellent color quality on relatively inexpensive paper is:

A)letterpress.
B)rotogravure.
C)sheet-fed.
D)offset lithography.
E)screen printing.

Question 36

As the advertising person on an IMC project, you have been asked by the public relations department to recommend the printing process they should use for 600 T-shirts to commemorate your company's involvement in the National Day of Caring. You suggest that they go with:

A)offset lithography printing.
B)rotogravure.
C)letterpress printing.
D)screen printing.
E)stencil-style printing.

Question 37

In typography, a point is:

A)used to indicate width or depth of a line.
B)used to measure the height of letters.
C)typically the 14 to 36 range for body copy.
D)how type is scored.
E)used to indicate length of a line.

Question 38

In the traditional printing approach, when an error was detected, which of the following did NOT occur?

A)Press run stopped then restarted.
B)as long as 16 hours to make corrections
C)New film was shot and stripped.
D)New plates made.
E)call for a new concept

Question 39

Which of the following is a major printing process?

A)letterbox
B)rotogravure
C)optical fiber matting
D)onset lithography
E)photogravure

Question 40

In this printing process, the area to be printed is raised and inked.

A)letterpress
B)analog
C)offset lithography
D)rotogravure
E)digital

Question 41

As an advertiser dealing with a publication, you have full control over how ads are to be produced and presented.

Question 42

Which of the following pertain to HiFi color?

A)seven-way comps
B)frequency modulation printing
C)overlay proofing
D)laminate proofing
E)waterless offset

Question 43

Print production allows an advertiser or its agency to take an original layout to a finished printed piece.

Question 44

Which of the following is NOT a type of art you are likely to use in composing your advertisement?

A)serif
B)illustrations
C)transparencies
D)digital photography
E)line drawings

Question 45

Today, art directors and their artists can work from their computer to perform many productions steps they could not have previously performed.

Question 46

File compatibility is no longer an issue for most publishers.

Question 47

In this new age of desktop publishing, which of the following points should you consider very seriously?

A)If you intend to use a font on more than one computer, you don't need a multi-license to use the type package.
B)If you intend to use a font on more than one computer, you don't need a multi-license to use the type package.
C)Large blocks of reverse type are less difficult to read.
D)Because there is little difference between screen and printer fonts, there's no need to keep careful records of them.
E)Select delicate type when using reverses.

Question 48

Which of the following would be important if you wanted to choose typography that would encourage more readership of your advertisement?

A)Type set in lowercase letters is read 13.4 percent faster than type set in all caps.
B)Type set in all caps is remembered longer than type set in lower case.
C)Reverse copy is read more rapidly than black type on a white background.
D)Smaller text (six point or lower)is more effective.
E)avoid "footless" fonts

Question 49

One of the most crucial roles of the magazine production manager for an advertiser is:

A)managing closing dates.
B)basic mechanical production requirements.
C)determining digital ad specs.
D)achieving color reproduction that satisfies agencies and clients.
E)changing closing dates to accommodate advertisers.

Question 50

If SWOP and GRACol were to set guidelines for production, many problems that advertising agencies encounter would be eliminated.

Question 51

The purpose of an agency's print production group is to take the original creative concepts and transform them into the client's various printed communication.

Question 52

SRDS Print Media Production Data provides complete data on all critical advertising production specifications for most business and consumer magazines and newspapers.

Question 53

Which of the following is NOT a color in four-color process printing?

A)cyan or blue
B)green
C)magenta or red
D)yellow
E)black

Question 54

Which of the following is NOT a technique to treat a background so it has a halftone finish?

A)mortise
B)square halftone
C)surprint
D)silhouette
E)duotone

Question 55

Postflight takes place during the prepress phase of printing production.

Question 56

Technique in which artwork is photographed twice, the second time from a different angle so that the dots of the second plate fall between those of the first plat.

A)high-resolution scanning
B)line conversion
C)CMYK printing
D)duotone
E)surprint

Question 57

Copy has been approved and placed in your advertisement on your desktop system with the rest of the advertisement's material, now you should have the advertiser:

A)approve the type face.
B)approve the printing process.
C)approve the rough.
D)approve the budget.
E)approve the creative.

Question 58

Print production people, as technical people first, should not be concerned with planning or being a liaison between the agency and the printer or freelance graphic artists.

Question 59

Which of the following is NOT a pattern in line conversion?

A)mezzotint
B)wavy line
C)straight line
D)concentric circles
E)duotone

Question 60

There is a direct correlation between the size of the print production group and an agency's billings.

Question 61

Because so much advertising is being produced in-house, it is now more important than ever before that advertising people understand how to effectively use type.

Question 62

Different from line art, photos with tonal values that range from white to black are called continuous-tone artwork.

Question 63

Leading is vertical spacing between lines added to make a body of type more easily read.

Question 64

Blueline, Velox, overlay, and press are all types of color proofs.

Question 65

In all English-speaking countries, there is one basic unit of measure used in print production, and it is based on the pica.

Question 66

Although prepress operations are rapidly moving toward digital approaches, the printing process is employing digital technology much more slowly.

Question 67

As an art director, if you wanted to transform a photograph into a digital file, you would probably use a scanner because it delivers very high-quality results.

Question 68

The conversion process that moves the original layout to the finished piece is the responsibility of the agency or advertiser and is called ________.

Question 69

Use of all uppercase type generally provides easy and quick communication, especially in long display headlines where you want to attract reader's attention and encourage reading the copy that follows.

Question 70

Any art, type, or image that has no tonal value is called line art.

Question 71

________ is verification that takes place at the prepress phase, when the final file format is created and used to drive digital contract proofing, platesetting, or digital printing.

Question 72

The ________ date is the time/date when all material needed for printing must arrive at the publication.

Question 73

If you wanted your advertisement to be placed in a catalog, it's a safe bet that the printing process the publisher would use is rotogravure.

Question 74

The letterpress printing process involves use of a plate with a raised surface.

Question 75

The traffic department sets and monitors schedules of the operation from creative through final production.

Question 76

Display type, also called headline type, are type sizes above 14 points.

Question 77

Production managers can select from a wide range of proof types depending on their budget and level of quality desired.

Question 78

The term ________ refers generically to file verification at any stage in the print or multimedia workflow.

Question 79

Despite its variations, such as italic, bold, condensed, and outline, a family of type retains its basic letterform and style characteristics.

Question 80

________ printing is a photochemical process based on the principle that water will not mix with grease, and it can theoretically print anything that can photographed.