Deck 14: Design and Production

Question 1

Which of the following is a key reason designers focus on effective use of visuals in advertising?

A) grab attention
B) stick in memory
C) tell interesting stories
D) communicate quickly
E) all of the above

Answer 1

all of the above

Question 2

A key to an effective outdoor board is the _______ should be an eye-stopper.

A) graphics
B) size
C) colors
D) figure/ground
E) typography

Answer 2

graphics

Question 3

A key to creating an effective outdoor board is to understand the impact of the _______ which is huge, often hundreds of times larger than life.

A) graphics
B) size
C) colors
D) figure/ground
E) typography

Answer 3

size

Question 4

A key to an effective outdoor board is the _______ should be bold and bright with maximum contrast for greatest impact.

A) graphics
B) size
C) colors
D) figure/ground
E) typography

Question 5

A key to an effective outdoor board is the _______ relationship should be as obvious as possible. The background should never compete with the subject.

A) graphics
B) size
C) colors
D) figure/ground
E) typography

Question 6

A key to an effective outdoor board is the _______ should be clean, uncluttered type that is easy to read at a distance by an audience in motion.

A) graphics
B) size
C) colors
D) figure/ground
E) typography

Question 7

A style of layout that shows what is presumed to be a lack of concern for the formalities of art, design, type styles, and legibility is known as ________.

A) chaos
B) entropy
C) grunge
D) nonlinear
E) circus

Question 8

Which design principle describes the situation when all the elements in an ad fuse into one coherent image and the pieces become a whole?

A) unity
B) oneness
C) balance
D) direction
E) proportion

Question 9

A ________ layout type combines lots of elements to create a jumbled image?

A) dominant
B) circus
C) panel
D) nonlinear
E) grunge

Question 10

A(n) ________ layout type emphasizes the type rather than the art, even the headline is treated as type art.

A) all copy
B) circus
C) panel
D) nonlinear
E) grunge

Question 11

Which of the following is a tip for designers of poster or outdoor boards?

A) Make the illustration an eye-stopper.
B) Add motors to boards to make pieces and parts move.
C) Use simple, clean, uncluttered type that is easy to read at a distance by an audience in motion.
D) Use bold, bright colors.
E) all of the above

Question 12

The _______ takes charge of the TV production, handles the bidding, and all the production arrangements.

A) copywriter
B) art director
C) producer
D) director
E) composer

Question 13

From which of the following media can web pages combine elements and design styles?

A) print
B) still photography
C) film
D) sound
E) all of the above

Question 14

One of the most difficult problems that art directors-and those who work on the creative side of advertising-face is transforming pictures into words.

Question 15

A key to an effective outdoor board is the graphics should be an eye-stopper.

Question 16

It is important to recognize that for an outdoor board the size is huge, often hundreds of times larger than life.

Question 17

The art director in TV develops the storyboard and establishes the look of the commercial.

Question 18

Although digitization and desktop publishing are increasingly being used in print design and production, computers are still not able to produce the printing plates directly from the layout.

Question 19

The visual storytelling in a television commercial is the responsibility of the art director.

Question 20

Although previously recorded images, either video, still slides, or moving film, known as stock footage, are available, art directors prefer to use original footage for television commercials.

Question 21

Web designers use a completely different toolbox than other types of art directors.

Question 22

Discuss the six key reasons for the effective use of visuals in advertising.

Question 23

What was NOT a measure of success for the campaign for Altoids described in the chapter's opening and closing vignette?

A) increase in market share
B) increase in brand recognition
C) percentage of penetration in the under 12 year old market
D) memorability of the campaign
E) increase in sales

Question 24

What was the assignment given to Fallon Agency, as described in "A Matter of Practice," by EDS, an information technology business.

A) to change perceptions of EDS as an unhip Old Economy business and to infuse energy and pride into the EDS workforce
B) to get business customers to switch IT services to EDS
C) to increase awareness of EDS among consumers as research showed they have extremely low awareness among their target market
D) to increase sales by 50 percent
E) to increase switching from competitors' services

Question 25

What was so unusual about the television commercial for Honda that was described in "A Matter of Principle"?

A) The special effects depicted a Honda car putting itself together and driving away.
B) The spot shows all the many parts of a car, each set up in a domino fashion, that fall together piece by piece ultimately creating a new Honda that drives away at the end, and it was filmed in real time without any special effects.
C) The spot shows how few parts there really are to a Honda, illustrating the point that with fewer parts, there are fewer chances for problems.
D) The clever use of animation was effective in not only drawing attention to the ad, but also in communicating the message in several countries without the limitations of language barriers.
E) The ad contained absolutely no copy, which goes against the norm for automobile advertising.

Question 26

Why didn't the ad for Honda, as described in "A Matter of Practice," ever air as a commercial in the United States?

A) It was filmed using a British model that isn't sold in the United States
B) It was a two-minute commercial, and the cost of running a commercial of such length in the United States is prohibitive.
C) It did not test well in copy-tests in the United States.
D) a and b
E) a, b, and c

Question 27

If the _______, designed to move about the site, is cluttered or unclear, website visitors will give up and move on to some other site.

A) image
B) product
C) navigation
D) pop-up
E) video

Question 28

What was the technique that grades the quality of user experience on a Website described in the text called?

A) heuristic evaluation
B) navigational assessment
C) blog tracking
D) site tracking
E) site evaluation

Question 29

As described in the text, which category of products or services came out best overall in grading the quality of user experience on a Website?

A) automotive
B) financial services
C) entertainment
D) retail
E) personal ads

Question 30

According to the "Hands-On" case at the end of the chapter, what is NOT a benefit of filming commercials in HD?

A) The cost to film in HD is 10 to 15 percent higher than regular film.
B) Consumers like watching HD commercials.
C) Consumers pay more attention to HD commercials.
D) HD is cutting edge.
E) Consumers are more likely to remember HD commercials.

Question 31

According to the "Hands-On" case at the end of the chapter, why was October 29, 1998, a historic day for advertising?

A) It was the first time that the cost of a 30-second ad during a prime time television program exceeded $1 million.
B) Five live-action, rather than taped, commercials aired during the network coverage of John Glenn, the then 77-year-old former astronaut and senator who returned to space aboard the space shuttle.
C) The first five TV commercials ever broadcast in high definition (HDTV) occurred that day.
D) The percentage of households with HDTV-ready sets reached a threshold of 30 percent.
E) All advertising commercials switched to HDTV format in the anticipation of the looming explosive growth the HDTV-ready television sets among consumers.

Question 32

As described in the "Hands-On" case at the end of the chapter, what challenge faces an advertiser told by its agency to film a commercial in high definition (HD)?

A) Cost is an issue, because ads filmed in the format can cost 10 to 15 percent more than analog commercials.
B) Even though the ads are of a much higher quality, consumers still avoid them.
C) Fewer than 1 million homes have the equipment (i.e., HDTV sets and tuners) required to watch HDTV programming.
D) There is no standardization with regard to HDTV programming.
E) Consumers do not perceive HDTV advertisements any differently than they do current analog commercials.

Question 33

MINI-CASE
A television ad for Meridia, a prescription medication for the management of obesity, begins by showing a close-up of a cute, pudgy baby's face while the copy says something to the effect that doctors have been concerned about your weight all your life. The baby's face gradually turns into that of a woman who is attractive yet pudgy, obese actually, and the copy indicates that Meridia can help-just ask your doctor. Then the scene shifts, rather abruptly, to the name of the prescription medication.

-Refer to Mini-Case. If the art director wanted to purchase a previously recorded image of a baby's face rather than going through the process of casting and abiding by all the regulations when working with minors, what could he or she use?

A) pre-shot footage
B) open footage
C) stock footage
D) proprietary footage
E) recycled footage

Question 34

MINI-CASE
A television ad for Meridia, a prescription medication for the management of obesity, begins by showing a close-up of a cute, pudgy baby's face while the copy says something to the effect that doctors have been concerned about your weight all your life. The baby's face gradually turns into that of a woman who is attractive yet pudgy, obese actually, and the copy indicates that Meridia can help-just ask your doctor. Then the scene shifts, rather abruptly, to the name of the prescription medication.

-Refer to Mini-Case. The technique in which the baby's face gradually changes into a woman's face is known as ___________.

A) crawling
B) image transfer
C) morphing
D) transformation
E) conversion

Question 35

MINI-CASE
A television ad for Meridia, a prescription medication for the management of obesity, begins by showing a close-up of a cute, pudgy baby's face while the copy says something to the effect that doctors have been concerned about your weight all your life. The baby's face gradually turns into that of a woman who is attractive yet pudgy, obese actually, and the copy indicates that Meridia can help-just ask your doctor. Then the scene shifts, rather abruptly, to the name of the prescription medication.

-Refer to Mini-Case. The final version of this ad with the sound and film mixed together is call a(n) ___________.

A) interlock
B) answer print
C) release print
D) mixed print
E) edited print

Question 36

Explain the success of the Altoids campaign described in the chapter's opening and closing vignette.

Question 37

You are developing a website for a client. In working with the web designer you find that he has a different toolkit than art directors for typical print ads. Why do the web designers use different tools?

Question 38

Describe the campaign that the Fallon agency developed for EDS and the reasons behind it that were described in "A Matter of Practice."

Question 39

As part of an assignment in your radio, television, and film course, you have to interview people involved in the production of television commercials. Name and describe who does what in TV production.

Question 40

Retailers' business success ties directly to the quality of customer experience on their sites. What are three problem areas retailers' should avoid when designing their websites?

Question 41

Describe the Honda commercial discussed in "A Matter of Principle," discuss why it was so unique, and explain why it did not appear in the United States.

Question 42

Michelle is designing banner ads for her client. How do banner ads compare to outdoor boards?

Question 43

As described in the text the retail category came out best overall, and automotive sites were rated the worst when using a technique called "heuristic evaluation" to grade the quality of user experience of web sites. What explains these results?

Question 44

As described in the "Hands-On" case at the end of the chapter, why was October 29, 1998, a historic day for advertising, and what issues have surfaced since that time?

Question 45

MINI-CASE
Kimberly is an art director at an advertising agency, and she is developing the print campaign for one of the agency's clients. The client doesn't have a large budget, so they would like to keep the costs of production as low as possible; this means that the creation of original art in their ads is not feasible. The desired look of the ads is formal, and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual. She also wants the layouts to be formal because the product is financial services targeted to consumers 50+ years old.
-Refer to Mini-Case. Because the client does not want to pay for original visuals to be included in their ads, how will Kimberly get the visuals she needs to get attention and to set the tone for the ads?

Question 46

MINI-CASE
Kimberly is an art director at an advertising agency, and she is developing the print campaign for one of the agency's clients. The client doesn't have a large budget, so they would like to keep the costs of production as low as possible; this means that the creation of original art in their ads is not feasible. The desired look of the ads is formal, and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual. She also wants the layouts to be formal because the product is financial services targeted to consumers 50+ years old.
-Refer to Mini-Case. Which design principle that guides designers is most appropriate for what Kimberly wants to do? Name and describe that principle.