Deck 17: Producing ADS

Question 1

An ad for Swanson chicken broth runs all the way to the edge of the page in Better Homes and Gardens magazine. This is an example of a bleed.

Answer 1

True

Question 2

The print production process consists of three major phases: preproduction, production, and distribution.

Answer 2

False

Question 3

The soundtrack for a film commercial should always be recorded during production to ensure that the commercial is the appropriate length.

Answer 3

False

Question 4

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

Question 5

When checking proofs, production managers use a loupe to check for traps, bleeds, and blemishes.

Question 6

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 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

Jolly Green Giant and the Energizer bunny are examples of mnemonic devices.

Question 13

When producing ads, the task of quality control really begins post the production phase.

Question 14

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

Question 15

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

Question 16

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 17

Due to the high costs and fees of using prerecorded stock music, most advertisers create original scores for radio ads.

Question 18

Recording and mixing a radio commercial typically takes a week or more, which is why radio ads are so costly.

Question 19

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

Question 20

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

Question 21

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) Production manager
C) Account planner
D) Print director
E) Producer

Question 22

Capital One commercials featuring unemployed barbarians were so popular that the ads ran much longer than planned. Due to this fact, the actors in the ads are most likely to receive a:

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

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

Question 24

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

Question 25

The responsibility of a(n) _____ is to keep an advertising project moving on time and on budget and to maintain the required level of quality through every step of the production process.

A) account planner
B) producer
C) art director
D) creative director
E) cinematographer

Question 26

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

Question 27

_____ is the systematic process an approved design goes through from concept to final publication in a medium such as magazines, newspapers, or collateral materials like brochures and direct-mail packages.

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

Question 28

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

A) Audio/video production
B) Digital media mixing
C) Multimedia composition
D) Art production
E) Creative design

Question 29

The advertiser of a radio ad is allotted a low budget for music. The cost of composing, scoring, and orchestration is too high and therefore the advertiser decides to purchase existing music that is available for commercial use. Which of the following is the advertiser planning to use?

A) Stock music
B) Part of a song inventory
C) Digitally-masked music
D) Original music
E) Mined music

Question 30

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

A) Local pricing keeps costs low.
B) The FCC controls the cost of radio ads.
C) Radio costs are limited to sound components.
D) The cost of celebrity talent for radio ads is low.
E) Composing original music for radio ads is easy and inexpensive.

Question 31

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) Using a standard equipment rather than an exotic computer gizmo
B) Failing to get permission to use the site before shooting day
C) Making adjustments to the special lighting during the shoot
D) Running the commercial on the firm's Web site
E) Providing the actor's wardrobe

Question 32

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

Question 33

The process for creating Web ads is identical to the process for creating television commercials.

Question 34

Which of the following is NOT a step of the computerized print production process?

A) Binding
B) Platemaking
C) Color separation
D) Making mechanicals
E) Hand etching

Question 35

If a retailer has a small budget for promoting a sale, the retailer would spend the least amount of money by producing an advertisement for:

A) local TV.
B) local radio.
C) broadcast TV.
D) a major magazine.
E) a social media site.

Question 36

Which of the following traditional management functions is LEAST likely performed by both producers and production managers?

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

Question 37

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 38

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

A) an advertising budget is established.
B) roughs 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 39

Web advertisers that produce content using responsive design help ensure that social media sites integrate with marketing promotions.

Question 40

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

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

Question 41

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 Group 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 42

Which statement about halftone printing is most likely true?

A) The dots in a coarse halftone screen are not visible to the naked eye.
B) A halftone screen breaks up continuous-tone artwork into dots.
C) Magazines use coarser halftone screens than newspapers.
D) Low resolution halftone screens offer the highest quality.
E) A halftone is any line art that is made of a solid color.

Question 43

What is the most likely benefit of tailoring a print ad's typography to blend with the magazine in which the ad appears?

A) Enhancing the harmony of the ad
B) Ensuring consistency for the brand
C) Giving the ad an editorial look
D) Improving the ad's readability
E) Catching the attention of readers

Question 44

What is the most likely disadvantage of using live radio commercials?

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 thirty seconds.
D) Live radio announcers may be inconsistent in their delivery.
E) Live radio commercials cost significantly more than previously taped ones.

Question 45

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
D) animatic
E) mixed tape

Question 46

Which of the following activities does NOT take place during the classic manual print preproduction process?

A) Creating a job jacket
B) Hiring any extra personnel
C) Deciding what equipment is needed
D) Preparing mechanicals
E) Selecting typeface

Question 47

A magazine ad for Ivory soap has a blue and white sketch of a bar of soap. All of the type on the page is in the same shade of blue. This description most likely indicates that the ad's production artist used:

A) continuous tones.
B) halftones.
C) line art.
D) overlays.
E) stripping.

Question 48

_____ is the art of selecting and setting type.

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

Question 49

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 special effects are superimposed on the commercial once the copy has been read.
E) to measure the volume of the commercial to ensure compliance with FCC regulations.

Question 50

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

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

Question 51

Which of the following is LEAST likely to be one of the criteria for selecting a typeface?

A) Appropriateness
B) Emphasis
C) Symmetry
D) Readability
E) Harmony

Question 52

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

A) mixing the sound.
B) casting the talent.
C) finding a producer.
D) preparing the budget.
E) rehearsing the commercial.

Question 53

When used in reference to producing a radio commercial, the term "session" means 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) time when the recording and mixing of a commercial takes 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 54

When used in reference to producing a radio commercial, the term "board" refers to the:

A) group of people who are brought together during the preproduction phase of a commercial.
B) final recording of the ad before it is duplicated on dubs.
C) equipment for recording and channeling sounds to the appropriate recording devices.
D) place where the sound engineer sits to control the sounds generated in the sound studio.
E) group of creatives that is responsible for editing the finished commercial.

Question 55

Which color is NOT included in CYMK printing?

A) Blue
B) Black
C) Green
D) Yellow
E) Magenta

Question 56

When the art director for the Jaguar ad wanted to use a lifestyle photo that extended to the very edge of the page, the 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 57

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 58

Which of the following would most likely occur during the production phase of the print production process?

A) Forming the budget
B) Setting closing dates
C) Creating a job jacket
D) Making a rough layout
E) Preparing the mechanicals

Question 59

The process of converting page art and visuals into film negatives, color separations, and other materials needed for printing takes place in the _____ phase.

A) mechanical
B) desktop publishing
C) print conversion
D) paste-up
E) prepress

Question 60

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 61

According to David Ogilvy, mnemonic devices are most effective when they are:

A) repeated frequently.
B) promoted on the radio.
C) used on social media sites.
D) portrayed by celebrities.
E) characterized by cartoons.

Question 62

Which of the following involves producing Web site content that automatically adapts to the viewer's technology?

A) Digital media
B) Multimedia design
C) Graphical interface
D) Interstitial media
E) Responsive design

Question 63

Once sound editing is complete, the celluloid containing the finished 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 64

What is usually the first step in the radio commercial production process?

A) Choosing a production company
B) Producing basic elements
C) Recording
D) Bidding
E) Casting

Question 65

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

A) DVD mnemonics.
B) announcer-generated.
C) testimonial.
D) straight presenter.
E) special effects.

Question 66

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

A) Because of preproduction planning, scenes for the commercial are shot one right after the other with no waits in between.
B) During the production process, each scene is shot from only one angle to keep production costs low.
C) The on location shoot offers the most control in staging for a commercial.
D) Scenes in a commercial are sometimes shot out of order.
E) Most commercials can be shot in an hour.

Question 67

Once a final TV commercial is approved, _____ are sent to the networks or to TV stations for airing.

A) dubs
B) dupes
C) master prints
D) mixed interlocks
E) work prints

Question 68

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

A) Portraiture
B) Realism
C) Naturalism
D) Live action
E) Live synopsis

Question 69

Which of the following is a type of commercial that uses moving titles, and whirling logos?

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

Question 70

Early in the postproduction process for a television commercial, the first 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 71

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

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

Question 72

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 73

In producing advertising for the Web, preproduction includes:

A) writing the code.
B) distribution activities.
C) costing activities.
D) recording video and audio.
E) creating the artwork.

Question 74

In print and broadcast commercials, the Geico Gecko speaks openly of his celebrity role and plainly acknowledges that his job is to get people to buy Geico insurance. The Geico Gecko is an example of a:

A) cartoon.
B) mnemonic device.
C) commercial dub.
D) live action.
E) characterization.

Question 75

In a commercial for IHOP, a police officer stops a small car packed with lots of people. "Let me guess." he says. "Stuffed French Toast down at IHOP." The commercial then shows the same people and the officer wolfing down the feast at an IHOP restaurant. Because the commercial portrays people in a lifelike situation, it was made using a _____ production technique.

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

Question 76

Which of the following terms refers to words that are superimposed on the picture in a TV commercial?

A) Rough cuts
B) Supers
C) Celluloids
D) Interlocks
E) Dubs

Question 77

A seasonal _____ production for Kay Jewelers shows a son reading to his parents in order to help his dad surprise his mother with a gift of a diamond necklace.

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

Question 78

Which of the following is an advantage digital media advertising has over traditional advertising?

A) Top-quality digital media advertising costs lesser than a 30-second commercial.
B) Unlike print ads or commercials, ads developed for the web are virtually unrestricted by space or time limits.
C) Digital media guarantees a larger audience than traditional media.
D) The web production process, unlike audio or video commercial production process, does not include unnecessary duplicating and distribution activities.
E) Web advertisers do not have to worry about producing content that adapts to the viewer's technology as much as commercial producers need to.

Question 79

A TV commercial shows an M&M candy confronting Santa Claus. Santa and the M&M both faint because they are astonished to learn the other is real. This type of production technique is referred to as:

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

Question 80

Why is the finishing phase for video shorter than the finishing phase for film?

A) Use of computerized editing
B) Elimination of soundboard mixing
C) Creation of video and film duplicates
D) Availability of larger, more experienced staff
E) Lack of special or ancillary production elements