Exam 12: Producing Ads for Print, Electronic, and Digital Media

When Cassandra went to the railroad station,she purchased her train ticket at a _____ by simply touching a computerized interactive touch screen.

Print production managers do NOT need to consider _____ when selecting type styles and typefaces for print ads.

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

What is the primary determinant of the cost of a radio commercial?

What are the three categories of digital media venues? Briefly describe each.

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

The production manager and the ad agency's traffic manager open a _____ for storing the various pieces of artwork and ideas that will be generated throughout the print production process.

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

Artists who plan to buy type outside must _____ to calculate the total block of space the type will occupy in relation to the typeface's letter size and proportions.

The standard job jacket would most likely contain all of the following information EXCEPT:

Because the creative team wants to put Target's red bull's eye on a purple background,the printer must use which of the following techniques to ensure that the bull's eye does not mix with the purple field and become distorted?

The print production process consists of four major phases.The first phase is:

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

When an ad is to be printed in two colors,sometimes two separate art boards 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:

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

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

List the four considerations for selecting type for a print ad.

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

Burger King used a _____ production technique to spoof nicotine patches.The fast-food restaurant's spot shows two guys trying to outlast each other in a Whopper Craving contest.The goal is to see who can resist the urge to grab the Whopper on a table in front of them.One of the guys cannot take it any longer and shoves the burger into his mouth.The winner pulls up his sleeve and he has a Whopper patch on his arm that has given him enough nourishment to hold out.

The most frequent cause of cost overruns in the production of advertising is inadequate planning and lack of preparation.