Q&A Hero

Q: (p.258)The four considerations for type selection are readability, emphasis, harmony/appearance, and appropriateness.

Q: (p.287)A magazine's ad rates are based on its contents.

Q: (p.259)The mechanical is the camera-ready paste-up of the artwork in a print ad.

Q: (p.262)Any artwork or type that is comprised of a solid color is called line art.

Q: (p.271)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 on location shoot offers the most control in staging for a commercial.

Q: (p.272)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

Q: (p.272)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.

Q: (p.272)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

Q: (p.272)The _____ is sent to the networks and to TV stations for airing. A.dub B.dupe C.master print D.mixed interlock E.work print

Q: (p.273)Basically, _____ are channels of communications that join the logic of multimedia formats with the electronic system capabilities and controls of modem telephone, television, and computer technology. A.digital media B.PSSs C.LANs D.interstitial media E.intranets

Q: (p.273)The three categories of places where we experience digital media today are based on: A.geographical location. B.benefits desired. C.usage rates. D.audience size. E.demographic characteristics.

Q: (p.273)Prior to announcing to consumers that its was recalling 95,000 Polaris All-Terrain Vehicles (ATVs), Polaris Industries conducted an Internet meeting with all of its dealers to explain why the recall was necessary, how it was to be handled, and what help dealers could expect from the manufacturer. This is an illustration of the use of which of the following digital media venues? A.Private audience venue B.Personal audience venue C.Individual audience venue D.Interactive network E.Mass audience venue

Q: (p.273)Last night, Barry used his computer to watch last night's episode of "Prison Break." During the show, he saw ads for other FOX programs and was shown clips which were not included in the original broadcast. This is an example of digital media in a(n): A.private audience venue. B.personal audience venue. C.mass audience venue. D.interactive network. E.multimedia network.

Q: (p.254)Essentially, print production managers and producers perform the four classic functions of management: planning, executing, motivating, and controlling.

Q: (p.255)The most frequent cause of cost overruns in the production of advertising is an overdependence on creativity.

Q: (p.256)Research has proven that high-priced celebrity talent and extravagant effects do not always increase ad memorability.

Q: (p.269)One of the more humorous ads during the 2007 Christmas season had two M&M candies confronting Santa Claus. An M&M candy and Santa fainted because he was astonished to learn the other was real. This type of production technique is referred to as: A.animation B.lifestyle C.presenter-style D.portraiture E.special effects

Q: (p.257)The classic manual print production process consists of preproduction, production, and printing/distribution.

Q: (p.269)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.Lifestyle B.Digitalized C.Special effects D.Animatic E.Visually-intrusive

Q: (p.269)In November 2007, more than 100,000 voted at the Planters Peanuts Web site on Mr. Peanut's new look. People were asked if Mr. Peanut should have either a pocket watch, a bow tie, cufflinks, or be kept just the way he is. People were being asked to help in the development of a: A.mnemonic device. B.cartoon. C.commercial dub. D.slice-of-life. E.characterization.

Q: (p.269)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.slice-of-life. E.characterization.

Q: (p.265)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

Q: (p.265)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.

Q: (p.265-266)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.

Q: (p.267)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.

Q: (p.267)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

Q: (p.267)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.

Q: (p.267)The word "board" when someone uses it in conjunction with the production of a radio commercial refers to the: A.group of people who are brought together during the preproduction phase of a commercial. equipment for recording the sounds and channeling them to the appropriate recording devices. D.delineated rehearsal format. E.group of creatives that is responsible for editing the finished commercial. The director and sound engineer work at an audio console (also called a board), the central "switchboard" for controlling the sounds and channeling them to the appropriate recording devices.

Q: (p.268)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.

Q: (p.268)_____ 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

Q: (p.268)In a commercial for International House of Pancakes restaurant chain, the scene shows a police officer stopping 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 their nearest 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

Q: (p.268)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

Q: (p.269)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

Q: (p.262)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

Q: (p.262)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.

Q: (p.265)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

Q: (p.265)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

Q: (p.257)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.

Q: (p.257)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.

Q: (p.257-258)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)

Q: (p.258)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

Q: (p.258)_____ is the art of selecting and setting type. A.Graphic printing B.Typography C.Wordsmithing D.Typecasting E.Print design

Q: (p.259)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.

Q: (p.259)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.

Q: (p.259)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 34th 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.

Q: (p.260)The most important consideration in selecting a typeface is: A.symmetry. B.emphasis. C.appropriateness. D.readability. E.harmony.

Q: (p.260)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

Q: (p.262)Dunn Photography wants to run a print ad using silhouettes from the 19th 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.

Q: (p.262)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.

Q: (p.256)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.

Q: (p.256)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.

Q: (p.256)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

Q: (p.269)Which form of animation scores the highest viewer interest and generally has the longest life?

Q: (p.272)Who would be a recipient of a dupe?

Q: (p.273)What is the challenge for the agency producer in using digital media for advertising?

Q: (p.254)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

Q: (p.254)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

Q: (p.254)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

Q: (p.255)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

Q: (p.255)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

Q: (p.255)_____ 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

Q: (p.256)_____ 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

Q: (p.256)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.

Q: (p.257)List the four major phases of the print production process.

Q: (p.256)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

Q: (p.258)How does the production manager schedule when each part of the production process for a print commercial must be finished?

Q: (p.256)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.

Q: (p.258)What is typography?

Q: (p.262)What are the four colors used in the four-color process or CYMK printing?

Q: (p.265)What are the three phases in the process of producing a recorded radio commercial?

Q: (p.257)What is a job jacket?

Q: (p.257-263, 265-267)List the four stages in the print production process. How does this differ from the broadcast commercial process?

Q: (p.258)What is the job of the traffic manager?

Q: (p.262)What is the difference between line art and halftone screens?

Q: (p.264-265)What do production managers and art directors need to look for in a proof?

Q: (p.266)Briefly describe a sound studio where the talent for a radio commercial performs.

Q: (p.268-269)What are the three major categories of production techniques for television spots? Briefly describe each.

Q: (p.271)What kind of control does a commercial producer have in a studio that he/she does not have on location?

Q: (p.273)What are the three categories of digital media venues? Briefly describe each with examples.

Q: (p.270)The soundtrack for a film commercial should be recorded only during production.