Question 1

Which of the following is NOT a pattern in line conversion?

Accepted Answer

A) mezzotint 
B) wavy line 
C) straight line 
D) concentric circles 
E) duotone 
A) mezzotint 
B) wavy line 
C) straight line 
D) concentric circles 
E) duotone

Question 2

Advantages derived from proper use of lowercase letters in text include all of the following EXCEPT:

Accepted Answer

A) varying heights of letters forming words to create an outline shape stored in a reader's mind, and those words can be more easily recalled when seen. 
B) readers are more comfortable reading them rather than all caps. 
C) can be read more quickly than all caps. 
D) a 10 to 25 percent slowdown in reading speed and comprehension. 
E) more than 95% of text is lowercase, so it is common. 
A) varying heights of letters forming words to create an outline shape stored in a reader's mind, and those words can be more easily recalled when seen. 
B) readers are more comfortable reading them rather than all caps. 
C) can be read more quickly than all caps. 
D) a 10 to 25 percent slowdown in reading speed and comprehension. 
E) more than 95% of text is lowercase, so it is common.

Question 3

Match between columns
                        Premises: Letterpress, offset lithography, and rotogravure.
A technical issue because if monitors, proofing devices, and printers are not in synch, images and hard copy will look different wherever files are viewed.
The conversion of the original layout to the finished piece.
When all production material must arrive at the publication for your ad to appear in, say, a magazine.
A responsibility of the production manager, this process ensures that the right printer is chosen to produce the job at the right price.
Provides a comparatively inexpensive method of printing in color and delivers effective results.
In one size and face, it is all the lowercase and capital characters, numbers, and punctuation marks.
It is the art of using type effectively.
An area set up by advertising agencies where art directors use computers to develop visuals and layout.
Knowledgeable about paper and ink as well as printing, binding, and finishing equipment.
Cutting shapes into paper is done by one of these.
A group of emerging technologies that will improve the appearance of print quality beyond what the human visual system can see.
Set guidelines for that proof types are keyed to, affecting inks, density of tones and reverses, to name a few.
Eliminates films traditionally required to make plates for printing presses.
Set industry guidelines for quality and technology in printing.

Accepted Answer

The Answer of line color and printing buyer and print is...

Question 4

Production managers can select from a wide range of proof types depending on their budget and level of quality desired.

Accepted Answer

A) True 
 B)False

Question 5

The letterpress printing process involves use of a plate with a raised surface.

Accepted Answer

A) True 
 B)False

Question 6

Discuss why using all capitals is not a good idea in advertising.

Accepted Answer

Using all capitals in advertising is not

Question 7

Print production people, as technical people first, should not be concerned with planning or being a liaison between the agency and the printer or freelance graphic artists.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is NOT a technique to treat a background so it has a halftone finish?

Accepted Answer

A) mortise 
B) square halftone 
C) surprint 
D) silhouette 
E) duotone 
A) mortise 
B) square halftone 
C) surprint 
D) silhouette 
E) duotone

Question 9

In typography, a point is:

Accepted Answer

A) used to indicate width or depth of a line. 
B) used to measure the height of letters. 
C) typically the 14 to 36 range for body copy. 
D) how type is scored. 
E) used to indicate length of a line. 
A) used to indicate width or depth of a line. 
B) used to measure the height of letters. 
C) typically the 14 to 36 range for body copy. 
D) how type is scored. 
E) used to indicate length of a line.

Question 10

Postflight takes place during the prepress phase of printing production.

Accepted Answer

A) True 
 B)False

Question 11

Blueline, Velox, overlay, and press are all types of color proofs.

Accepted Answer

A) True 
 B)False

Question 12

A term print production people borrowed from the airline industry that assures digital files will image correctly; also a way to discover incomplete or missing digital files or fonts.

Accepted Answer

A) postflighting 
B) preflighting 
C) calibration 
D) compatibility 
E) low visibility/high risk (LVHR) 
A) postflighting 
B) preflighting 
C) calibration 
D) compatibility 
E) low visibility/high risk (LVHR)

Question 13

Print production allows an advertiser or its agency to take an original layout to a finished printed piece.

Accepted Answer

A) True 
 B)False

Question 14

Despite its variations, such as italic, bold, condensed, and outline, a family of type retains its basic letterform and style characteristics.

Accepted Answer

A) True 
 B)False

Question 15

Leading is vertical spacing between lines added to make a body of type more easily read.

Accepted Answer

A) True 
 B)False

Question 16

An important consideration in digital production is that hard copy looks the same regardless of where or on what type of equipment files are viewed. This issue is related to:

Accepted Answer

A) costs. 
B) compatibility. 
C) color calibration. 
D) postflighting. 
E) preflighting. 
A) costs. 
B) compatibility. 
C) color calibration. 
D) postflighting. 
E) preflighting.

Question 17

Because investment in file formats is so great, many printers:

Accepted Answer

A) go to press before deadline. 
B) control creation of the final RTF files. 
C) pass on processing costs to the advertiser. 
D) continue to accept native application and nonstandard Adobe PDF files. 
E) have left the business. 
A) go to press before deadline. 
B) control creation of the final RTF files. 
C) pass on processing costs to the advertiser. 
D) continue to accept native application and nonstandard Adobe PDF files. 
E) have left the business.

Question 18

Any art, type, or image that has no tonal value is called line art.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is NOT a color in four-color process printing?

Accepted Answer

A) cyan or blue 
B) green 
C) magenta or red 
D) yellow 
E) black 
A) cyan or blue 
B) green 
C) magenta or red 
D) yellow 
E) black

Question 20

If ad agencies purchase space in a newspaper, which of the following is NOT something they should be aware of?

Accepted Answer

A) leading edges 
B) depth and width 
C) agate lines and number of columns 
D) font size in points 
E) how they prefer the type be set 
A) leading edges 
B) depth and width 
C) agate lines and number of columns 
D) font size in points 
E) how they prefer the type be set

Exam 18: Print Production

Which of the following is NOT a pattern in line conversion?

Advantages derived from proper use of lowercase letters in text include all of the following EXCEPT:

Production managers can select from a wide range of proof types depending on their budget and level of quality desired.

The letterpress printing process involves use of a plate with a raised surface.

Discuss why using all capitals is not a good idea in advertising.

Print production people, as technical people first, should not be concerned with planning or being a liaison between the agency and the printer or freelance graphic artists.

Which of the following is NOT a technique to treat a background so it has a halftone finish?

In typography, a point is:

Postflight takes place during the prepress phase of printing production.

Blueline, Velox, overlay, and press are all types of color proofs.

A term print production people borrowed from the airline industry that assures digital files will image correctly; also a way to discover incomplete or missing digital files or fonts.

Print production allows an advertiser or its agency to take an original layout to a finished printed piece.

Despite its variations, such as italic, bold, condensed, and outline, a family of type retains its basic letterform and style characteristics.

Leading is vertical spacing between lines added to make a body of type more easily read.

An important consideration in digital production is that hard copy looks the same regardless of where or on what type of equipment files are viewed. This issue is related to:

Because investment in file formats is so great, many printers:

Any art, type, or image that has no tonal value is called line art.

Which of the following is NOT a color in four-color process printing?

If ad agencies purchase space in a newspaper, which of the following is NOT something they should be aware of?

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters