Deck 10: Producing ADS

Question 1

The most frequent cause of cost overruns in the production of advertising is an overdependence on creativity.

Answer 1

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

Question 2

The task of quality control begins in the preproduction phase itself.

Answer 2

False
Explanation: The task of quality control really begins in the production phase.

Question 3

A trap 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.

Answer 3

True
Explanation: A trap occurs where,in the printing process,one color overlays the edge of another to keep the paper from showing through.

Question 4

Travelocity's Roaming Gnome and the mute king that appears in Burger King commercials are examples of mnemonic devices.

Question 5

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

Question 6

Depending on the nature of the spot,a session generally lasts from one day to a week.

Question 7

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

Question 8

Any artwork or type that is comprised of a solid color is called line art.

Question 9

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

Question 10

Because an ad for Swanson chicken broth covers the entire page in the "Better Homes and Gardens" magazine,it would be an example of a bleed.

Question 11

Research has proven that high-priced celebrity talent and extravagant effects do not always increase ad memorability.

Question 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

The mechanical is the camera-ready paste-up of the artwork in a print ad.

Question 17

Most color separations are still done using a photographic process.

Question 18

The soundtrack for a film commercial should be recorded only during production.

Question 19

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

Question 20

A television commercial for Totino's Pizza Rolls that shows three boys sneaking down to the kitchen to enjoy a late night snack of pizza rolls uses a live action production technique.

Question 21

The Super Bowl is a good example of a personal audience venue.

Question 22

What is the primary determinant of the cost of a radio commercial?

Question 23

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

Question 24

What do production managers and art directors need to look for in a proof?

Question 25

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

Question 26

List five budget issues that commonly cause the production of an advertisement to go over budget.

Question 27

How does the production manager schedule when each part of the production process for a print commercial must be finished?

Question 28

Who would receive a residual fee if a commercial created specifically for the Super Bowl was shown past that contracted time period?

Question 29

What kind of control does a commercial producer have in a studio that he/she does not have on location?

Question 30

What are the three major categories of production techniques for television spots? Briefly describe each.

Question 31

What is typography?

Question 32

The same process is used for creating commercials for digital media as is used for creating television commercials.

Question 33

What is the job of the traffic manager?

Question 34

What is a job jacket?

Question 35

Briefly describe a sound studio where the talent for a radio commercial performs.

Question 36

Staging for a commercial may be done in the isolation of a studio,outside on a studio lot,or on location.

Question 37

What are the three categories of digital media venues? Briefly describe each with examples.

Question 38

List the four stages in the print production process.How does this differ from the broadcast commercial process?

Question 39

List the four major phases of the print production process.

Question 40

What is the difference between line art and halftone screens?

Question 41

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)contains a finished ad that is ready for the printer's camera to shoot.

Question 42

Irene was looking for a radio station that was not playing commercials.As she searched,she heard a commercial for a local bank using an instrumental version of a folk song her parents used to sing.A few stations later,she heard the same song being played as the background music in a commercial for a health spa.The instrumental was more than likely:

A)stock music.
B)part of a song inventory.
C)digitally-masked music.
D)from a music warehouse.
E)mined music.

Question 43

Justin brand boots have an ad,which shows a collage of photos of people enjoying life while wearing Justin boots.Which of the following will MOST likely cause the ad to have gone over budget?

A)The various locations used to create the collage
B)Failure to get permission to use the sites before the shooting day
C)The special lighting needed to replicate sunsets
D)The cost of the medium in which the ad was run
E)Providing the actor's wardrobe

Question 44

Which of the following is NOT cited as a common budget buster in the production of commercials?

A)Too few decision makers
B)Inadequate planning
C)Production luxuries
D)Special equipment
E)Lack of preparation

Question 45

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 46

What are the three phases in the process of producing a recorded radio commercial?

Question 47

When union member Leticia Lawrence was hired to appear as a waitress in an IHOP commercial,she would have been paid:

A)a residual fee.
B)a bargained fee.
C)on scale.
D)with free store credits.
E)a stock fee.

Question 48

_____ 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 49

_____ 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 50

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 the one sense-sound
D)The cost of duplicating radio commercials to digital tape is low
E)Talent does not influence the effectiveness or cost of radio commercials

Question 51

Which of the following traditional management functions is NOT performed by both producers and production managers?

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

Question 52

When Nicole went to purchase tickets for a Ghostface Killah concert,she used a _____ located in a local shopping mall and made her purchase by simply touching a computerized interactive touch screen.

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

Question 53

Whose job is 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?

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

Question 54

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 showing.
B)radio.
C)broadcast television.
D)network television.
E)a kiosk.

Question 55

Which form of animation scores the highest viewer interest and generally has the longest life?

Question 56

What is the challenge for the agency producer in using digital media for advertising?

Question 57

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

A)an advertising budget is established.
B)roughs or 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 58

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 59

Who would be a recipient of a dupe?

Question 60

What are the four colors used in the four-color process or CYMK printing?

Question 61

Essentially,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 photography as well as setting up the artwork and typesetting.

Question 62

Which of the following statements about halftone printing is true?

A)Halftones are unnecessary if the illusion 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 halftoning.
D)The lower the resolution of the halftone screen,the finer the quality of the illusion.
E)Halftone is any artwork or type that is comprised of a solid color.

Question 63

The process of converting page 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)paste-up
E)prepress

Question 64

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 65

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)traps

Question 66

_____ is the art of selecting and setting type.

A)Graphic printing
B)Typography
C)Wordsmithing
D)Typecasting
E)Print design

Question 67

On Tait's first day at the Lea & Hunt 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 the "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 Tait 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 68

The most important consideration in selecting a typeface is:

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

Question 69

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 70

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 71

In CYMK printing,the letter K stands for:

A)the term "strikeout."
B)the term "strikeover."
C)the color "black."
D)"background" printing.
E)"breakoff" printing point.

Question 72

Dunn Photography wants to run a print ad using silhouettes from the 19^th century.Since the artwork is completely in black,the ad will be printed using:

A)serigraphic proofs.
B)halftone screens.
C)line art.
D)separations for overlay.
E)photopolymerizations.

Question 73

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 for 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 74

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

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

Question 75

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

A)group of people who are brought together to make the commercial.
B)length of time the final commercial is supposed to last.
C)period of time during which the recording and mixing of sound take place.
D)number of weeks (or months)the commercial is scheduled to be aired.
E)loudness level that is to be used to record the commercial.

Question 76

In order to run an ad in the Winter issue of "Golf Magazine",MacGregor Golf,a manufacturer of golf clubs and accessories,must have the camera-ready ad in the publisher's hands by November 10.November 10 is the _____ date for the ad.

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

Question 77

When an ad is to be printed in two colors,sometimes two separate artboards are made (one for each color)and sometimes the second image is glued onto a clear plastic overlay 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 78

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

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

Question 79

Which of the following activities does 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(s)

Question 80

When an ad is to be printed in two colors,sometimes two separate artboards 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.