Deck 12: Producing Ads for Print, Electronic, and Digital Media

Question 1

In CYMK printing,the K stands for "strikeover."

Answer 1

False
Explanation: The K stands for black. The four-color process can simulate nearly all colors by combining the four primary colors: process blue (cyan), process yellow, process magenta, and black.

Question 2

The classic manual print production process consists of three stages: preproduction,production,and printing/distribution.

Answer 2

False
Explanation: There are four stages. This list omits the prepress stage.

Question 3

For digital media,the production process is the same as it is for print media.

Answer 3

False
Explanation: For digital media, the production process is a hybrid of print and broadcast media processes.

Question 4

The work print stage of a commercial is also called the rough cut or interlock.

Question 5

The green butterfly that appears in advertising for Cymbalta (a prescription drug for insomnia)is an example of a mnemonic device.

Question 6

Most color separations are still done using a photographic process.

Question 7

Essentially,production managers and producers perform the four classic functions of management: planning,executing,motivating,and controlling.

Question 8

The four considerations used for the selection of type are readability,emphasis,harmony/appearance,and appropriateness.

Question 9

The most frequent cause of cost overruns in the production of advertising is inadequate planning and lack of preparation.

Question 10

Although it adds realism to a commercial,location shooting is often a logistical nightmare.

Question 11

A bleed occurs when the edge of one color or shape overlaps its neighbor by a fraction of an inch to make sure the white paper underneath does not show through.

Question 12

The fineness of the halftone screen determines the quality of the illusion used in a print ad.

Question 13

Ads in which the color runs all the way to the edge of the page must be redigitized before the ad production process can continue.

Question 14

Letters and fliers commonly use writing paper.

Question 15

From the master tape,the engineer makes dupes and sends them to radio stations for broadcast.

Question 16

The analog proof is created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue.

Question 17

For advertisers,the Winter Olympics is a good example of a personal audience venue.

Question 18

During the preproduction stage of making a commercial,the producer or casting director searches for the right talent.

Question 19

The preproduction process of making a television commercial includes all the work done the actual day the commercial is made.

Question 20

Commissioning an illustrator to draw an original picture is very expensive compared to using stock photography.

Question 21

In order to run an ad in the April issue of Western Horseman magazine,S&H Trailer Manufacturing Company must have the camera-ready ad in the publisher's hands by January 15,which is the _____ date for the ad.

A) closing
B) drop
C) set-up
D) just-in-time
E) press

Question 22

When Cassandra went to the railroad station,she purchased her train ticket at a _____ by simply touching a computerized interactive touch screen.

A) retail network
B) virtual storefront
C) local area network
D) customized venue
E) kiosk

Question 23

A job jacket:

A) is created during the preproduction phase of a print ad.
B) is also called an ad portfolio.
C) contains the mechanical requirements for various print media vehicles.
D) holds the storyboard and any corrections, additions, or deletions to it.
E) is a job portfolio.

Question 24

The first step in the classic manual preproduction process for a print ad begins when:

A) an advertising budget is established.
B) comprehensive layouts are submitted to the production department.
C) storyboards are shown to the advertiser for approval.
D) the ad concept is approved.
E) the product's feature, benefits, and advantages are determined.

Question 25

The overall responsibility of a(n)_____ is to keep the project moving smoothly and under budget,while maintaining the required level of quality through every step of the production of a commercial for an electronic media.

A) account planner
B) producer
C) art director
D) print production manager
E) cinematographer

Question 26

Because the Capital One commercials containing the unemployed barbarians have proven to be so popular,the ads were run much longer than planned.From this information,you can surmise that the actors in the ads probably received a:

A) scale payment.
B) residual fee.
C) fee-based perk.
D) royalty.
E) commiserate return on investment.

Question 27

The print production process consists of four major phases.The first phase is:

A) brainstorming.
B) production.
C) mechanical pasteup.
D) preproduction.
E) predevelopment.

Question 28

Which of the following are NOT cited as common budget busters in the production of commercials?

A) Very few decision makers
B) Inadequate planning
C) Production luxuries
D) Special equipment
E) Overtime work

Question 29

Which of these activities do NOT take place during the classic manual print preproduction process?

A) Creation of a job jacket.
B) The hiring of extra personnel as needed.
C) Decision on what equipment resources will be required.
D) Preparation of mechanicals.
E) Selection of typeface.

Question 30

Which of the following is NOT one of the major phases of the classic manual print production process?

A) Preproduction
B) Production
C) Prepress
D) Postpress
E) Printing and distribution

Question 31

_____ is the art of selecting and setting type.

A) Typography
B) Typecasting
C) Copy presentation
D) Copy casting
E) Typology

Question 32

If the budget is small and the retailer needs to promote an upcoming sale,it would spend the least amount of money producing a commercial for:

A) a theater show.
B) radio.
C) broadcast television.
D) network television.
E) a kiosk.

Question 33

Leroy,the production manager at InDesyn Ads Inc.,is in the process of finalizing a print design for their premium client.He converts the basic design into a final composite of black and white artwork called the:

A) rough copy
B) mechanical
C) creative proof
D) blueline
E) CYMK print

Question 34

This is the process of converting a script or storyboard into a finished commercial for use on radio,TV,or digital media.

A) Electronic production
B) Digital mixing for media
C) Multimedia composition
D) Art production
E) Creative design

Question 35

_____ is the systematic process that a layout for an approved ad goes through from concept to final printing.

A) Ad composition
B) Visual composition
C) Art production
D) Print production
E) Creative design

Question 36

The production manager and the ad agency's traffic manager open a _____ for storing the various pieces of artwork and ideas that will be generated throughout the print production process.

A) tickler file
B) job jacket
C) production guide
D) project datafile
E) project warehouse

Question 37

To translate rough or comprehensive designs into mechanicals and then to convert the mechanicals into negatives that a printer can use to make printing plates is the job of the:

A) creative director.
B) print production manager.
C) account planner.
D) print director.
E) producer.

Question 38

Why is radio the least expensive electronic medium on which to produce an ad?

A) Local pricing keeps costs low.
B) The Federal Communications Commission controls the cost of radio commercials.
C) Radio appeals only to one sense-sound.
D) Music does not affect the cost of radio commercials.
E) Talent does not influence the effectiveness of radio commercials.

Question 39

The standard job jacket would most likely contain all of the following information EXCEPT:

A) how needed equipment, such as cameras, will be acquired.
B) how many production artists will be needed.
C) will any freelancers be needed for the project.
D) how a rival agency prepared their ad.
E) what special costs will be associated with the project.

Question 40

Which of the following traditional management functions is NOT performed by both the producer and the production manager?

A) Planning
B) Organizing
C) Researching
D) Directing
E) Controlling

Question 41

One of the disadvantages of live radio commercials is:

A) the absence of spontaneity.
B) the sound effects are quite limited.
C) exorbitant hidden costs.
D) lack of credibility.
E) the need to use independent recording studios.

Question 42

In CYMK printing,the letter K stands for:

A) the term "strikeout."
B) the term "strike over."
C) the color "black."
D) "background" printing.
E) "break off" printing point.

Question 43

The two methods used to copyfit a print ad are:

A) copy casting and typecasting.
B) body design and overlay design.
C) the layout method and the Chromalin method.
D) the design perspective and the design manipulation.
E) the word-count method and the character-count method.

Question 44

Because the creative team wants to put Target's red bull's eye on a purple background,the printer must use which of the following techniques to ensure that the bull's eye does not mix with the purple field and become distorted?

A) Bleed
B) Color spot
C) Reverse knockout
D) Blueline
E) Analog proof

Question 45

The most important consideration in selecting a typeface is:

A) symmetry.
B) emphasis.
C) appropriateness.
D) readability.
E) harmony.

Question 46

When an ad is to be printed in two colors,sometimes two separate art boards are made (one for each color),and sometimes the second image is glued onto a piece of clear plastic that is placed on top of the first image.The clear plastic is called the:

A) top art.
B) overlay.
C) superimposition.
D) second cover.
E) art wrap.

Question 47

When an ad is to be printed in two colors,sometimes two separate art boards are made (one for each color),and sometimes the second image is glued onto a clear plastic thin sheet that lies on top of the first image.The first image is called the:

A) first cover.
B) art set-up.
C) ad foundation.
D) base art.
E) keystone art.

Question 48

On Evan's first day at the Pressley Ad Agency,he delivered a half-page color ad for the December production of Miracle on 34^th Street by the Cartersville community theater to the office of Georgia Backroads magazine.The ad is exactly the size it will be when run in the monthly publication.All the magazine's printer has to do is make plates from the material Evan took to the publication.In other words,the ad he delivered was:

A) a storyboard.
B) print-primed.
C) orthographic.
D) a dupe.
E) camera-ready art.

Question 49

Past Times Antique Mall was to create a print ad using silhouettes from the 19^th century.Since the artwork is completely in black,it will print using:

A) serigraphic proofs.
B) halftone screens.
C) line plates.
D) separations for overlay.
E) flats.

Question 50

The process of converting base art and visuals into film negatives,color separations,and other materials needed for printing is called the _____ phase.

A) mechanical
B) desktop publishing
C) print conversion
D) pasteup
E) prepress

Question 51

Artists who plan to buy type outside must _____ to calculate the total block of space the type will occupy in relation to the typeface's letter size and proportions.

A) copy cast
B) use typecasting
C) use a digitalized layout
D) create a copy perspective
E) body design

Question 52

Why would an advertiser choose NOT to use a live radio commercial?

A) A live radio commercial is more expensive to produce than a TV commercial.
B) The FCC must approve the copy for all live commercials.
C) A live commercial cannot run longer than 30 seconds.
D) The announcer may be inconsistent in his/her delivery.
E) Live radio commercials cost significantly more than previously taped ones.

Question 53

The print ad showed a large bottle of the soft drink Cheerwine on a blue tablecloth.To keep any of the white paper background from showing on the tablecloth,the print production had to make sure that the shade of brownish-red used in the Cheerwine bottle slightly overlapped onto the cloth.In other words,he created a(n):

A) trap.
B) bleed.
C) imposition.
D) artistic flash.
E) print snare.

Question 54

Another name for the analog proof is:

A) chromalin.
B) a pantone matching system.
C) stripping.
D) kerning.
E) a serif.

Question 55

In print production,a(n)_____ occurs when the edge of one color or shade overlaps its neighbor by a fraction of an inch.This ensures that the white paper underneath does not show through.

A) trap
B) overprint
C) misprint
D) bleed
E) color blockage

Question 56

The production phase of the classic manual print production process involves:

A) making sure the entire process does not exceed its budget.
B) setting closing dates.
C) creating a job jacket.
D) determining which ad layout the client prefers.
E) completing ancillary functions such as illustrations.

Question 57

When the art director for the Jaguar ad wanted to use a lifestyle photo that extended to the very edge of the page,its production manager had to use _____ to accommodate variations in the printing and cutting processes.

A) bleeds
B) analog proofs
C) color overruns
D) FPO standards
E) Chromalin images

Question 58

Print production managers do NOT need to consider _____ when selecting type styles and typefaces for print ads.

A) harmony/appearance
B) emphasis
C) symmetry
D) readability
E) appropriateness

Question 59

Which of the following statements about halftone printing is true?

A) Halftones are unnecessary if the illustration is available in the form of a negative for a black-and-white photograph.
B) A halftone screen breaks up continuous-tone artwork into dots.
C) Illustrations used in newspapers cannot be created through halftone.
D) The lower the number of the screen used to make the halftone, the finer the quality of the illustration.
E) The quality of illusion is independent of the fineness of the halftone.

Question 60

Normal photographic paper produces images in:

A) strips.
B) orthographic format.
C) halftone screens.
D) grey tones.
E) continuous tones.

Question 61

Joel Hansen is the program manager for a television station in Oregon.He has just received a copy of a commercial for a new do-it-yourself store being built in Salem.This commercial was made from an answer print and is called a:

A) dub.
B) dupe.
C) master print.
D) mixed interlock.
E) work print.

Question 62

Burger King used a _____ production technique to spoof nicotine patches.The fast-food restaurant's spot shows two guys trying to outlast each other in a Whopper Craving contest.The goal is to see who can resist the urge to grab the Whopper on a table in front of them.One of the guys cannot take it any longer and shoves the burger into his mouth.The winner pulls up his sleeve and he has a Whopper patch on his arm that has given him enough nourishment to hold out.

A) live action
B) reactive
C) naturalistic
D) portraiture
E) special effects

Question 63

Early in the postproduction process for a television commercial,the visual portion is assembled on one piece of celluloid without the extra effects of dissolves,titles,or supers.This is called the:

A) work print stage.
B) sketch phase.
C) rough comp.
D) celluloid master stage.
E) answer print stage.

Question 64

The _____ is the final recording of a radio commercial in which the music,sound,and vocal parts have all been mixed.

A) audio storyboard
B) dupe
C) master tape
D) animatic
E) mixed tape

Question 65

The celluloid containing the sound is combined with the almost completed visual celluloid to produce the _____,the stage just prior to the answer print.

A) rough comp
B) sketch print
C) visualization print
D) celluloid master
E) mixed interlock

Question 66

A(n)_____ commercial for Charmin toilet paper shows cartoon bears in the woods praising the softness and strength of the toilet paper.

A) slice-of-life
B) animated
C) mnemonic
D) special effects
E) presenter style

Question 67

The word "session" when used in conjunction with the production of a radio commercial refers to:

A) the group of people who are brought together to make the commercial.
B) the length of time the final commercial is supposed to last.
C) the voices, music, and sound effects coming together and being recorded.
D) the number of weeks or months the commercial is scheduled to be aired.
E) the loudness level that is to be used to record the commercial.

Question 68

During the preproduction phase of producing radio commercials,all of the following would occur EXCEPT:

A) sound mixing.
B) casting.
C) finding a producer.
D) budget preparation.
E) rehearsals.

Question 69

The three major categories of production techniques in creating a television ad are live action,animation,and:

A) scripting.
B) non-linear editing.
C) testimonials.
D) straight presenter.
E) special effects.

Question 70

Nasonex is a decongestant that does not have the same sleep-inducing formula that many other decongestants have.Its ads feature a yellow and black bee who sneezes every time it smells flower pollen until it has treated itself with Nasonex.This is an example of the use of:

A) media stimulation.
B) digital video effects.
C) mnemonic devices.
D) cinematographic effects.
E) animation.

Question 71

Serta typically uses animated sheep in both its print and broadcast advertising to remind consumers of how easy it is to fall asleep on a Serta mattress.The Serta sheep are an example of a:

A) mnemonic device.
B) cartoon.
C) commercial dub.
D) slice-of-life.
E) special effect.

Question 72

A television commercial is actually put together in its final form during the _____ phase.

A) production
B) post-planning
C) visualization
D) postproduction
E) execution

Question 73

Which of the following is a type of commercial that uses moving titles,a whirling logo,and characters that were able to morph into one another?

A) Life style
B) Digitalized
C) Special effects
D) Animatic
E) Visually-intrusive

Question 74

Which of the following statements about the production process for television commercials is true?

A) Most commercials can be shot in an hour.
B) Scenes in a commercial are not always shot in order.
C) Because of the preproduction planning, scenes for the commercial are shot one right after the other with no waits in between.
D) During the production process, each scene is shot from only one angle to keep production costs low.
E) The actual shooting days are usually very short and energizing.

Question 75

Dubs of radio commercials are created:

A) as audio storyboards for advertisers.
B) in the postproduction phase of radio commercial production.
C) as a form of speculative presentation during the commercial bidding process.
D) as the special effects that are superimposed on the radio commercial once the copy has been read.
E) to measure the master volume of the commercial.

Question 76

_____ is the basic television commercial production technique that portrays people in everyday situations.

A) Portraiture
B) Realism
C) Naturalistic
D) Live action
E) Synopsis

Question 77

The Snuggle bear used in the Snuggle fabric softener broadcast and print advertising is an example of a:

A) slice-of-life.
B) cartoon.
C) commercial dub.
D) mnemonic device.
E) special effect.

Question 78

The Aleve commercial shows two older women talking about what the doctor prescribed for minor arthritis pain.This commercial is an example of a(n)_____ commercial.

A) portraiture
B) realism
C) live-action
D) natural effects
E) pictorial

Question 79

A _____ production for Jif peanut butter showed a grandfather instructing his granddaughter on how to make and eat a peanut butter sandwich.

A) portraiture
B) reactive
C) naturalistic
D) special effects
E) live action

Question 80

A commercial for Serta mattresses has numbered sheep talking to each other about when they will be called into work.Then the sheep learn they must look for other employment because the sleeper at the house where they used to work has bought a Serta mattress.This type of production technique is referred to as:

A) lifestyle.
B) animation.
C) presenter-style.
D) portraiture.
E) special effects.