Deck 12: Print, Electronic, and Digital Media Production

Question 1

From the master tape of a recorded radio commercial,the sound engineer makes duplicates called spots and sends them to radio stations for broadcast.

Answer 1

False
Explanation: The sound engineer usually records music, sound effects, and vocals separately and then mixes and sweetens them during the postproduction (or finishing) phase. The final recording is referred to as the master tape. From the master tape, the engineer makes duplicates called dubs, and sends them to radio stations for broadcast.

Question 2

The blueline is a less expensive form of the Chromalin with relatively thick plastic sheets that can be lifted up.

Answer 2

False
Explanation: The analog proof (also called a Chromalin) uses a series of four very thin sheets of plastic pressed together. Each layer's light-sensitive emulsion turns one of the process colors when exposed to certain wavelengths of light. Together they form a full, four-color image proof. The color key is a less expensive form of the Chromalin with relatively thick plastic sheets that can be lifted up.

Question 3

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

Answer 3

False
Explanation: A trap occurs where the edge of one color or shade overlaps its neighbor by a fraction of an inch to make sure the white paper underneath doesn't show through. If the production artist fails to trap the artwork properly, the printer has to slightly overexpose one negative (sometimes called a fatty) or slightly underexpose another (a skinny).

Question 4

In the preproduction phase of making a radio commercial,all the elements to be used in the commercial-voices,music,sound effects-come together and are recorded at a session in a sound studio.

Question 5

The overall responsibility of the producer for electronic media is to keep the project moving smoothly and under budget,while maintaining the required level of quality through every step of the production process.

Question 6

When advertising agencies place ads in print media,the cost of paper is excluded in the charge for the ad.

Question 7

In the prepress phase,the printer makes a plate from the base art and one from each overlay.

Question 8

The disadvantages of live commercials are that announcers may be inconsistent in their delivery,and sound effects are limited.

Question 9

For full-color ads,it's often wise to overprint text in black ink because when ads or brochures reprint,advertisers often make type changes.

Question 10

The text type used in advertising is large and heavy and is employed for headlines,subheads,logos,and addresses,and for emphasis.

Question 11

Kerning refers to adding extra space between lines to give a more "airy" feeling to the copy.

Question 12

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

Question 13

Most video animation and special effects,such as moving titles and whirling logos,are done with digital video effects (DVE)units.

Question 14

According to David Ogilvy,to make the strongest impression on the viewer,fantasies should relate to the product's claims and be repeated heavily.

Question 15

Stop-motion photography often scores the highest viewer interest and the longest life,so over time they cost the least per showing.

Question 16

To portray people and things in lifelike,everyday situations,like typical slice-of-life TV commercials,advertisers use the animation technique.

Question 17

Letters and fliers commonly use cover paper.

Question 18

Local and regional advertisers prefer prerecorded music available for commercial use from the studio or radio station due to the high cost of original music.

Question 19

In the preproduction phase of a television commercial production process,the producer must first study the script and storyboard and analyze the production techniques that will be called for in the commercial.

Question 20

It is often far cheaper to use special computer gadgets than standard equipment when producing an advertising campaign due to their technological superiority.

Question 21

The soundtrack of a TV commercial is always recorded in advance to ensure that the commercial is very short.

Question 22

Which of the following is the reason why radio is the least expensive electronic medium to produce?

A) Radio commercial production does not need artists to perform live, thus reducing costs.
B) The Federal Communications Commission controls the cost of radio commercials.
C) Equipment and labor costs are lower than that required for other electronic media.
D) Music does not affect the cost of radio commercials.
E) Talent does not influence the effectiveness of radio commercials.

Question 23

In terms of radio commercial production,_____ refer(s)to the regular charge agreed to in the union contract for talent.

A) scale
B) residual fee
C) referral fee
D) royalty
E) slotting fee

Question 24

Viral ads are posted at a Web site or in Facebook,with the goal of attracting an initial small but influential audience that shares the ad with dozens of others.

Question 25

Which of the following is a definition of typography?

A) It refers to adding extra space between lines of type in order to give a more "airy" feeling to the copy.
B) It refers to spreading or narrowing the spaces between letters or line of type.
C) It refers to the art of printing by using black-and-white artwork.
D) It refers to the art of selecting and setting type.
E) It refers to a type family made up of similar typefaces.

Question 26

During the postproduction stage of TV commercial production for film editing,the visual portion of a commercial appears on one piece of celluloid without the effects of dissolves,titles,or supers while the sound portion is assembled on another piece of celluloid.

Question 27

Which of the following is true of the first step in the print production process?

A) An advertising budget is established.
B) Approved creative concepts 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 28

Which of the following is the first step of the print production process?

A) Printing
B) Prepress
C) Distribution
D) Preproduction
E) Production

Question 29

Which of the following is true of typefaces for print ads?

A) Type styles are selected to compensate for low quality copy.
B) Good type selection can create interest and attract readers.
C) Art directors select type styles to fill more space in the ad.
D) Good type selection can adequately compensate for a weak headline.
E) Inappropriate illustrations can be tempered by the use of attractive type styles.

Question 30

The _____ process consists of four major phases: preproduction,production,prepress,and printing and distribution.

A) answer print
B) CYMK printing
C) work print
D) print production
E) screen printing

Question 31

Which of the following is used by traffic and production managers during the print production process to decide when each step of the work must be completed?

A) Closing dates
B) Kerning
C) Leading
D) Platemaking
E) Special effects

Question 32

The process of converting a script or storyboard into a finished commercial for use on radio,TV,or digital media is known as _____.

A) electronic production
B) digital mixing
C) multimedia composition
D) art production
E) creative design

Question 33

Who is responsible for ensuring that the mechanical is converted into a correct set of negatives for the printer to use to make printing plates?

A) Copywriter
B) Creative director
C) Art director
D) Production manager
E) Graphics engineer

Question 34

Web content management systems provide authoring and administration tools that make it easier for designers and producers to collaborate.

Question 35

_____ refers to the systematic process an approved design goes through from concept to final publication.

A) Kerning
B) Stripping
C) Print production
D) Prepress proofing
E) Leading

Question 36

Which of the following is the least expensive electronic medium to produce?

A) Blu-ray
B) Radio
C) Television
D) DVD
E) Web site

Question 37

For print media,production managers must translate the rough or comprehensive design into a final assembly of black-and-white artwork known as a(n)_____.

A) answer print
B) mechanical
C) copy cast
D) halftone plate
E) wireframe

Question 38

Which of the following is the final step in the classic manual print production process?

A) Typesetting
B) Stripping
C) Platemaking
D) Rough or comprehensive layout setting
E) Presswork

Question 39

Which of the following has the overall responsibility to keep an advertising project moving smoothly and under budget,while maintaining the required level of quality through every step of the production process of a commercial for an electronic media?

A) Account planner
B) Producer
C) Art director
D) Print production manager
E) Cinematographer

Question 40

In terms of radio commercial production,if a commercial is extended beyond the time specified in the contract,the advertiser owes a _____ to the talent.

A) royalty
B) referral fee
C) slotting fee
D) commission
E) residual fee

Question 41

For advertising purposes,which of the following categories of paper is commonly used for letters and fliers?

A) Machine finish
B) Antique finish
C) News stock
D) Coated paper
E) Writing paper

Question 42

Which of the following processes can simulate nearly all colors by combining the four primary colors and is used to print an ad in full color?

A) CYMK printing
B) Color bleeding
C) Stripping
D) Kerning
E) Trapping

Question 43

During the print production process,when artwork created using orthographic film is photographed as is,the result is known as a(n)_____.

A) strip
B) continuous tone
C) halftone screen
D) grey tone
E) line film

Question 44

In the _____ phase of the print production process,the printer makes a plate from the base art and one from each overlay.Each paste-up has to be photographed separately.

A) preproduction
B) production
C) printing
D) distribution
E) prepress

Question 45

A(n)_____ is a complete assortment of capitals,small capitals,lowercase letters,numerals,and punctuation marks for a particular typeface and size.

A) symmetry
B) emphasis
C) font
D) accent
E) point

Question 46

In terms of preparing mechanicals,_____ refers to artwork in which the printer must photograph each layer of art to make separate plates.

A) first cover
B) art set-up
C) ad foundation
D) camera-ready art
E) keystone art

Question 47

According to the classes of type used in advertising,_____ type is smaller and finer,used in body copy.

A) display
B) architectural
C) inscriptional
D) text
E) experimental

Question 48

In advertising,which of the following categories of paper is commonly used for direct-mail pieces?

A) Bond paper
B) Offset paper
C) Cover paper
D) Coated paper
E) Writing paper

Question 49

The height of a character referred to as size is measured in _____ from the bottom of the descenders to the top of the ascenders.

A) letters
B) lines
C) points
D) accents
E) blocks

Question 50

Which of the following is done by artists to calculate the total block of space the type will occupy in relation to the typeface's letter size and proportions?

A) Copy casting
B) Answer printing
C) Kerning
D) Leading
E) Bleeding

Question 51

Normal photographic paper (such as snapshots made with a camera)produces images in _____ that refers to black and white with shades of gray in between.

A) halftones
B) line art
C) camera-ready art
D) flats
E) continuous tones

Question 52

In terms of the characteristics of type,_____ refers to adding extra space between lines to give a more "airy" feeling to the copy.

A) leading
B) kerning
C) closing
D) animation
E) stripping

Question 53

Which of the following categories of paper is commonly used for brochures in advertising?

A) Writing paper
B) Text paper
C) Cover paper
D) Bond paper
E) Lightweight paper

Question 54

A(n)_____ is a single ink premixed according to a formula and given a specific color number.

A) answer print
B) blueline
C) PANTONE color
D) display type
E) color key

Question 55

A high-contrast film yielding only black-and-white images with no gray tones is referred to as _____.

A) serigraphic proof
B) halftone screen
C) orthographic film
D) phonofilm
E) paperfilm

Question 56

_____ refers to spreading or narrowing the spaces between letters that helps improve an ad's appearance and readability.

A) Leading
B) Stripping
C) Animation
D) Kerning
E) Platemaking

Question 57

_____ refers to the process of mounting film negatives together in perfect registration onto opaque plastic sheets called flats during the prepress phase of print production.

A) Leading
B) Kerning
C) Stripping
D) Bleeding
E) Trapping

Question 58

The production phase of the print production process involves:

A) ensuring that the entire process does not exceed its budget.
B) setting closing dates.
C) creating a job jacket.
D) determining which ad layout will be preferred by the client.
E) completing ancillary functions such as illustrations or photography.

Question 59

In terms of production art for the printing process,_____ refers to black-and-white artwork.

A) overlay
B) line art
C) paste-up
D) answer print
E) art wrap

Question 60

According to the classes of type used in advertising,_____ type is larger and heavier than text type; useful in headlines,subheads,logos,and addresses,and for emphasis.

A) display
B) experimental
C) inscriptional
D) architectural
E) text

Question 61

A(n)_____ is a proof that is created by shining light through the negatives and exposing a light-sensitive paper that changes color.

A) answer print
B) blueline
C) digital proof
D) analog proof
E) color key

Question 62

During the television commercial production process,who helps create proper lighting by guessing the range and intensity of light by briefly studying its source?

A) Actors
B) Editors
C) Producers
D) Set designer
E) Cinematographers

Question 63

In print production,_____ refer(s)to colors,type,or visuals that run all the way to the edge of the page.

A) bleeds
B) traps
C) color separation
D) color key
E) blueline

Question 64

The _____ stage of the television commercial production process refers to the actual day (or days)the commercial is filmed.

A) production
B) preproduction
C) distribution
D) postproduction
E) finishing
The process of producing a TV commercial always involves three stages:
1) Preproduction: all the work prior to the actual day of filming.
2) Production: the actual day (or days) the commercial is filmed.

Question 65

Which of the following is true of the design phase of Web site production?

A) Suggestions may be offered to their clients about how to keep the site running smoothly.
B) It involves specifying the updates and tasks necessary to keep the Web site fresh, functioning, and useable.
C) The completed and approved site is birthed to the world.
D) The template is transformed into a working Web site.
E) The wireframe is developed to look like the final product, often in Photoshop.

Question 66

In the postproduction phase of the TV commercial production process,the addition of optical effects and titles to the mixed interlock results in the _____.

A) super
B) copy plate
C) work print
D) special effects
E) answer print

Question 67

To portray people and things in lifelike,everyday situations,like typical slice-of-life TV commercials,advertisers use the _____ technique of television commercial production.

A) animation
B) stop-motion photography
C) live action
D) special effects
E) cartoons

Question 68

_____ is a technique of producing television commercials which refer(s)to cartoons,dancing puppets,and demonstrations in which inanimate objects come to life.

A) Live action
B) Special effects
C) Avatars
D) Animation
E) Mnemonics

Question 69

Which of the following is true of the learning phase of Web site production?

A) It orients the designer to consider how audiences will use the Web site and where they will access it.
B) It involves seeking information from clients about what they want in a Web site.
C) The wireframe is developed to look like the final product, often in Photoshop or some other graphics program.
D) The template is transformed into a working Web site.
E) The completed and approved site is launched into the world.

Question 70

During the radio commercial production process,the agency producer,director,and sound engineer sit in the _____,where they can monitor all the sounds generated in the sound studio.

A) control room
B) studio
C) location set
D) workshop
E) recording lot

Question 71

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

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

Question 72

In the _____ phase of the radio commercial production process,the advertiser and agency perform a variety of tasks that allow production to run smoothly,on time,and within budget.

A) production
B) postproduction
C) preproduction
D) distribution
E) finishing

Question 73

Which of the following is true of the planning phase of Web site production?

A) In this phase, HTML is used to create site content, while CSS provides elements of design such as typography, color, and layout.
B) This phase lasts until the Web site is removed or undergoes another overhaul.
C) It includes looking for related Web sites to get a sense of typical design characteristics.
D) In this phase, designers may offer suggestions to their clients about how to keep the site running smoothly.
E) It involves specifying the updates and tasks necessary to keep the site fresh, functioning, and useable.

Question 74

The _____ uses a series of four very thin sheets of plastic pressed together.Each layer's light-sensitive emulsion turns one of the process colors when exposed to certain wavelengths of light.

A) answer print
B) blueline
C) press proof
D) analog proof
E) color key

Question 75

Which of the following involves creating a digital video with a subtle promotional message and is designed to tempt viewers to share it with their friends?

A) Master tape
B) Answer print
C) Viral video
D) Wireframe
E) Animation

Question 76

In the television commercial production process,_____ such as moving titles and whirling logos,are done with DVE units that can manipulate graphics on the screen in many ways.

A) live action
B) special effects
C) cartoons
D) animations
E) stop-motion photography

Question 77

_____,a characteristic of the lens of a camera,refers to the opening that controls the amount of light that reaches the film or digital media.

A) Diaphragm
B) Shutter
C) Filter
D) Aperture
E) Sensor

Question 78

In the _____ phase of the television commercial production process,the film editor,sound mixer,and director actually put the commercial together.

A) distribution
B) preproduction
C) postproduction
D) production
E) editing

Question 79

The sound engineer usually records music,sound effects,and vocals separately and then mixes them during the _____ phase of the radio commercial production process.

A) production
B) postproduction
C) distribution
D) mixing
E) casting

Question 80

In radio commercial production,a(n)_____ refers to the central "switchboard" for controlling the sounds and channeling them to the appropriate recording devices.

A) dub
B) dupe
C) master tape
D) audio console
E) animation