mktg 353 ch 10

question

Essentially, print production managers and producers perform the four classic functions of management: planning, executing, motivating, and controlling.
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False
question

The most frequent cause of cost overruns in the production of advertising is production luxuries.
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False
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Research has proven that high-priced celebrity talent and extravagant effects do not always increase ad memorability.
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True
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The classic manual print production process consists of preproduction, production, and printing/distribution.
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False
question

The four considerations for type selection are readability, emphasis, harmony/appearance, and appropriateness.
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True
question

The mechanical is the camera-ready pasteup of the artwork in a print ad.
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True
question

Any artwork or type that is comprised of a solid color, such as black, is called line art.
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True
question

The fineness of the halftone screen determines the quality of the illustration used in a print ad.
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True
question

In CYMK printing, the K stands for \”strike over.\”
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False
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Most color separations are still done using a photographic process.
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False
question

The blueline, also called a Chromalin, is created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue.
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False
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A trap occurs when the edge of one color or shape overlaps its neighbor by a fraction of an inch to make sure the white paper underneath does not show through.
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False
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Ads in which the color runs all the way to the edge of the page have bleeds.
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True
question

During the preproduction stage of making a commercial, the producer or casting director searches for the right talent.
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True
question

From the master tape, the engineer makes dupes and sends them to radio stations for broadcast.
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False
question

The preproduction process of making a television commercial includes all the work done the actual day the commercial is made.
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False
question

The animated, talking M&M candies are an example of a mnemonic device.
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True
question

Although it adds realism to a commercial, location shooting is often a logistical nightmare.
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True
question

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

True
question

The Super Bowl is a good example of a personal audience venue.
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False
question

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.
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producer
question

A(n) _____ 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.
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print production manager’s
question

Which of the following traditional management functions is NOT performed by both the producer and production managers?
answer

researching
question

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?
answer

failure to get permissions to use the sites before the shooting day
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Which of the following is NOT cited as common budget busters in the production of commercials?
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too few decision makers
question

_____ is the systematic process that a layout for an approved ad goes through from concept to final printing.
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Print production
question

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

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:
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radio
question

Why is radio the least expensive electronic medium on which to produce an ad?
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Radio appeals only to the one sense– sound.
question

When union-member Timmy Pruitt was hired to appear as a dancer in a Target commercial, he would have been paid:
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scale
question

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:
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residual fee
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Mahalia 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:
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stock music
question

When Cassandra went to the railroad station she purchased her train ticket at a _____by simply touching a computerized interactive touch screen.
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kiosk
question

Which of the following is NOT one of the major phases of the classic manual print production process?
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postures
question

The first step in the classic manual preproduction process for a print ad begins when:
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roughs or comprehensive layouts are submitted to the production department
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A job jacket:
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is created during the preproduction phase of a print ad
question

In order to run an ad in the April issue of Western Horseman magazine, S&H Trailer Manufacturing Company must have the camera-ready ad in the publisher’s hands by January 15. January 15 is the _____ date for the ad, or the last date at which the publication will accept it.
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closing
question

Which of these activities does NOT take place during the classic manual print preproduction process?
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preparation of mechanicals
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______ is the art of selecting and setting type.
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Typography
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The most important consideration in selecting a typeface is:
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readability
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Print production managers do NOT need to consider _____ when selecting type styles and typefaces.
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symmetry
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Essentially, the production phase of the classic manual print production process involves:
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completing ancillary functions such as illustrations or photography as well as setting up the artwork and typesetting
question

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 clear plastic overlay that lies on top of the first image. The first image is called the:
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base art
question

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:
answer

overlay
question

On Evan’s first day at the Pressley Ad Agency, he delivered a half-page color ad for the December production of Miracle on 34 th Street by the Cartersville community theatre to the office of 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 Evan took to the publication. In other words, the ad he delivered was:
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camera-ready art
question

Past Times Antique Mall was to create a print ad using silhouettes from the 19 th century. Since the artwork is completely in black, it will print using:
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line plates
question

Which of the following statements about halftone printing is true?
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A halftone screen breaks up continuous-tone artwork into dots.
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The process of converting page art and visuals into film negatives, color separations, and other materials needed for printing is called the _____ phase.
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prepress
question

In CYMK printing, the letter K stands for:
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the color \”black\”
question

For which of the following would the production manager use either a blueline, a color key, an analog proof, or a press proof?
answer

a newspaper ad for Colonial Bank, a brochure describing the accommodations at the Stratford Inn, a magazine ad for Microsoft Office, an ad for a weight-loss program will appear in the Parade Sunday supplement
question

In print production, a _____ 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 doesn’t show through.
answer

trap
question

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.
answer

bleeds
question

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?
answer

reverse knockout
question

Why would an advertiser choose NOT to use a live radio commercial?
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The announcer may be inconsistent in his or her delivery.
question

During the preproduction phase of producing radio commercials, all of the following would occur EXCEPT:
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sound mixing
question

The word \”session\” when someone uses it in conjunction with the production of a radio commercial refers to:
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the period of time during which the recording and mixing of sound take place
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The _____ is the final recording of a radio commercial in which the music, sound, and vocal parts have all been mixed.
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master tape
question

Dubs of radio commercials are created:
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in the postproduction phase of radio commercial production
question

There are three major categories of production techniques in creating a television ad. The first two are live action and animation. What is the third production technique?
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special effects
question

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

Live action
question

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 can’t take it any longer, and he 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.
answer

live action
question

A _____ production for Jif peanut butter showed a grandfather instructing his granddaughter on how to make and eat a peanut butter sandwich.
answer

live action
question

A(n) _____ commercial for Charmin toilet paper shows cartoon bears in the woods praising the softness and strength of the toilet paper.
answer

animated
question

A commercial for Serta mattresses has numbered sheep talking to each other about when they’ll be called into work. Then the sheep learn they must look for other employment because the sleeper at the house where they used to work has bought a Serta mattress. This type of production technique is referred to as:
answer

animation
question

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?
answer

special effects
question

Serta typically uses animated sheep in both its print and broadcast advertising to remind consumers if how easy it is to fall asleep on a Serta mattress. The Serta sheep are an example of a:
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mnemonic device
question

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

Scenes in a commercial are not always shot in order.
question

A television commercial is actually put together in its final form during the _____ phase.
answer

postproduction
question

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:
answer

work print stage
question

The celluloid containing the sound is combined with the almost completed visual celluloid to produce the _____, the stage just prior to the answer print.
answer

mixed interlock
question

The _____ is sent to the networks and to TV stations for airing.
answer

dupe
question

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.
answer

digital media
question

The three categories of places where we experience digital media today are based on:
answer

audience size
question

The Center for Disease Control (CDC) called together 75 key health workers in Delaware and presented them with a multimedia explanation of potential health concerns that they needed to be prepared to deal with. In the future, the CDC will conduct similar meetings in other states. This is an illustration of which of the following digital media venues?
answer

private audience venue
question

Last night, Porter used his computer to watch the conclusion of the Amazing Race television show in which the second and third places vied for a new GMC vehicle. This is an example of digital media in a(n):
answer

personal audience venue

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