Question 1

Briefly explain why typography is such an important part of advertising design.

Accepted Answer

Typography is a critical element in adve

Question 2

Display type, also called headline type, are type sizes above 14 points.

Accepted Answer

A) True 
 B)False

Question 3

In order for a client to sign off on each project's production costs in advance of the actual work, the following is produced.

Accepted Answer

A) a printer's press schedule 
B) full mock-up series and comps 
C) return estimates and traffic flows 
D) estimated annual campaign production budget 
E) a cost-benefit analysis with discounted cash flows 
A) a printer's press schedule 
B) full mock-up series and comps 
C) return estimates and traffic flows 
D) estimated annual campaign production budget 
E) a cost-benefit analysis with discounted cash flows

Question 4

Because it is a photographic process, which of the following is very efficient and is the most popular printing process used in the United States?

Accepted Answer

A) offset lithography 
B) rotogravure 
C) letterpress 
D) web-fed 
E) reverse image screening 
A) offset lithography 
B) rotogravure 
C) letterpress 
D) web-fed 
E) reverse image screening

Question 5

Use of all uppercase type generally provides easy and quick communication, especially in long display headlines where you want to attract reader's attention and encourage reading the copy that follows.

Accepted Answer

A) True 
 B)False

Question 6

Because so much advertising is being produced in-house, it is now more important than ever before that advertising people understand how to effectively use type.

Accepted Answer

A) True 
 B)False

Question 7

In all English-speaking countries, there is one basic unit of measure used in print production, and it is based on the pica.

Accepted Answer

A) True 
 B)False

Question 8

Although ________ printing delivers spectacular detail, high-line screens, richer densities, and consistent quality throughout in a short press run, its plates are said to be too sensitive, scratch easily, and are temperature sensitive.

Accepted Answer

The answer of Although ________ printing delivers spectacular detail, high-line...

Question 9

All of the following functions are the responsibility of a typical print production group in an agency EXCEPT:

Accepted Answer

A) traffic. 
B) illustration buyers. 
C) typographers. 
D) print producers. 
E) printing buyers. 
A) traffic. 
B) illustration buyers. 
C) typographers. 
D) print producers. 
E) printing buyers.

Question 10

Which of the following would be important if you wanted to choose typography that would encourage more readership of your advertisement?

Accepted Answer

A) Type set in lowercase letters is read 13.4 percent faster than type set in all caps. 
B) Type set in all caps is remembered longer than type set in lower case. 
C) Reverse copy is read more rapidly than black type on a white background. 
D) Smaller text (six point or lower)is more effective. 
E) avoid "footless" fonts 
A) Type set in lowercase letters is read 13.4 percent faster than type set in all caps. 
B) Type set in all caps is remembered longer than type set in lower case. 
C) Reverse copy is read more rapidly than black type on a white background. 
D) Smaller text (six point or lower)is more effective. 
E) avoid "footless" fonts

Question 11

Which of the following is NOT a major classification of type?

Accepted Answer

A) text 
B) digital 
C) Modern Roman 
D) decorative 
E) sans serif 
A) text 
B) digital 
C) Modern Roman 
D) decorative 
E) sans serif

Question 12

Discuss some of the promising options that future production managers and art directors may have available at the prepress and printing phases of their projects.

Accepted Answer

Future production managers and art direc

Question 13

Compare and contrast how digital technology is being used in the prepress process and the actual printing process.

Accepted Answer

Digital technology is being used in both

Question 14

The ________ date is the time/date when all material needed for printing must arrive at the publication.

Accepted Answer

The answer of The ________ date is the time/date when...

Question 15

To select the appropriate printing process for a project, the advertiser must have a working knowledge of basic production techniques. Choose three common printing processes. Describe each one and discuss the advantages, disadvantages, and appropriate uses for each.

Accepted Answer

The three common printing processes are

Question 16

Which of the following is NOT a technical issue in digital advertising?

Accepted Answer

A) file compatibility 
B) ability to convert computer images to plates without using film 
C) industry standards 
D) preflighting 
E) color calibration 
A) file compatibility 
B) ability to convert computer images to plates without using film 
C) industry standards 
D) preflighting 
E) color calibration

Question 17

In the traditional printing approach, when an error was detected, which of the following did NOT occur?

Accepted Answer

A) Press run stopped then restarted. 
B) as long as 16 hours to make corrections 
C) New film was shot and stripped. 
D) New plates made. 
E) call for a new concept 
A) Press run stopped then restarted. 
B) as long as 16 hours to make corrections 
C) New film was shot and stripped. 
D) New plates made. 
E) call for a new concept

Question 18

The issue of ________ revolves around use of files in printing production.

Accepted Answer

A) guidelines 
B) compatibility 
C) color calibration 
D) costs 
E) pre- and postflighting 
A) guidelines 
B) compatibility 
C) color calibration 
D) costs 
E) pre- and postflighting

Question 19

A process that produces incredible tone and detail that approximates photographic quality, ________ screening offers advertisers the ability to produce higher-quality color separations, which, in turn yield sharper color printed ads.

Accepted Answer

The answer of A process that produces incredible tone and...

Question 20

Primary reasons advertising managers ought to know basics of the production processes include all of the following EXCEPT:

Accepted Answer

A) involves quality of results. 
B) affects effective, efficient use of time. 
C) affects costs. 
D) affects how their subordinates perceive them. 
E) affects people under their supervision. 
A) involves quality of results. 
B) affects effective, efficient use of time. 
C) affects costs. 
D) affects how their subordinates perceive them. 
E) affects people under their supervision.

Exam 18: Print Production

Briefly explain why typography is such an important part of advertising design.

Display type, also called headline type, are type sizes above 14 points.

In order for a client to sign off on each project's production costs in advance of the actual work, the following is produced.

Because it is a photographic process, which of the following is very efficient and is the most popular printing process used in the United States?

Use of all uppercase type generally provides easy and quick communication, especially in long display headlines where you want to attract reader's attention and encourage reading the copy that follows.

Because so much advertising is being produced in-house, it is now more important than ever before that advertising people understand how to effectively use type.

In all English-speaking countries, there is one basic unit of measure used in print production, and it is based on the pica.

Although ________ printing delivers spectacular detail, high-line screens, richer densities, and consistent quality throughout in a short press run, its plates are said to be too sensitive, scratch easily, and are temperature sensitive.

All of the following functions are the responsibility of a typical print production group in an agency EXCEPT:

Which of the following would be important if you wanted to choose typography that would encourage more readership of your advertisement?

Which of the following is NOT a major classification of type?

Discuss some of the promising options that future production managers and art directors may have available at the prepress and printing phases of their projects.

Compare and contrast how digital technology is being used in the prepress process and the actual printing process.

The ________ date is the time/date when all material needed for printing must arrive at the publication.

To select the appropriate printing process for a project, the advertiser must have a working knowledge of basic production techniques. Choose three common printing processes. Describe each one and discuss the advantages, disadvantages, and appropriate uses for each.

Which of the following is NOT a technical issue in digital advertising?

In the traditional printing approach, when an error was detected, which of the following did NOT occur?

The issue of ________ revolves around use of files in printing production.

A process that produces incredible tone and detail that approximates photographic quality, ________ screening offers advertisers the ability to produce higher-quality color separations, which, in turn yield sharper color printed ads.

Primary reasons advertising managers ought to know basics of the production processes include all of the following EXCEPT:

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