Question 1

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

Accepted Answer

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

Question 2

_____, 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.

Accepted Answer

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

Question 3

Describe the postproduction phase of the production process of a TV commercial.

Accepted Answer

In the postproduction phase, the film editor, sound mixer, and director actually put the commercial together. With digital technology, editors can add effects such as wipes and dissolves electronically. Although a director will spend many hours editing a commercial shot on video, it will still be considerably less than what is needed for film editing and lab work. Many professionals still prefer film. The visual portion of the commercial appears on one piece of celluloid without the effects of dissolves, titles, or supers (words superimposed on the picture). The sound portion is assembled on another piece of celluloid. This is the work print stage (also called the rough cut or interlock).
External sound is recorded next. The sound engineer records the musicians and singers, as well as the announcer's voice-over narrative. Prerecorded stock music may be bought and integrated into the commercial. The mixing also includes any sound effects, such as doorbells ringing or doors slamming.
Once sound editing is complete, the finished sound is put on one piece of celluloid. That, combined with the almost-completed visual celluloid, yields the mixed interlock. The addition of optical effects and titles results in the answer print. This is the final commercial. If it is approved, dupes (duplicate copies) are made for delivery to the networks or TV stations.

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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.

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

Describe viral ads.

Accepted Answer

The answer of Describe viral ads....

Question 9

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?

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

Briefly describe the three major categories of production techniques used during the preproduction phase of producing a TV commercial.

Accepted Answer

The answer of Briefly describe the three major categories of...

Question 12

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

Accepted Answer

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

Question 13

What is a wireframe?

Accepted Answer

The answer of What is a wireframe?...

Question 14

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

Accepted Answer

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 15

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

Accepted Answer

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

Question 16

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?

Accepted Answer

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

Question 17

Briefly describe a sound studio where a session is recorded.

Accepted Answer

The answer of Briefly describe a sound studio where a...

Question 18

Which of the following is a definition of typography?

Accepted Answer

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 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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.

Exam 12: Print, Electronic, and Digital Media Production Part Four: Using Advertising Media