Question 1

On Tait's first day at the Lea & Hunt Ad Agency, he delivered a half-page color ad for the December production of "Miracle on 34^th Street" by the Cartersville Community Theater Group to the office of the 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 Tait took to the publication. In other words, the ad he delivered was:

Accepted Answer

The ad Tait delivered is camera-ready art, which means it is fully prepared and ready for printing without any additional work or adjustments needed. The printer can simply create plates from the material and run the ad as-is in the magazine. This is the most efficient and cost-effective way to produce printed materials.

Question 2

Which statement about halftone printing is most likely true?

Accepted Answer

Halftone printing breaks up continuous-tone artwork into dots of varying sizes to create the illusion of shades of gray or color. This process is used in printing newspapers, magazines, and other printed materials.

Question 3

What is the most likely benefit of tailoring a print ad's typography to blend with the magazine in which the ad appears?

Accepted Answer

Tailoring a print ad's typography to blend with the magazine can give the ad an editorial look, making it appear as a natural part of the magazine's content rather than a separate advertisement.

Question 4

What is the most likely disadvantage of using live radio commercials?

Accepted Answer

The most likely disadvantage of using live radio commercials is that the announcers may be inconsistent in their delivery. Unlike pre-recorded commercials, live commercials are prone to human error and can be impacted by factors such as nerves, fatigue, or distractions. This can result in a less polished and consistent delivery of the marketing message.

Question 5

The _____ is the final recording of a radio commercial in which the music, sound, and vocal parts have all been mixed.

Accepted Answer

The master is the final recording of a radio commercial in which the music, sound, and vocal parts have all been mixed, indicating that the commercial is ready for broadcast. A and D are not relevant to radio commercials, B refers to making a duplicate copy of a recording, and E is a term for a compilation of songs, not a radio commercial recording.

Question 6

Which of the following activities does NOT take place during the classic manual print preproduction process?

Accepted Answer

The answer of Which of the following activities does NOT...

Question 7

A magazine ad for Ivory soap has a blue and white sketch of a bar of soap. All of the type on the page is in the same shade of blue. This description most likely indicates that the ad's production artist used:

Accepted Answer

Line art is characterized by simple, solid lines, which would be appropriate for creating a sketch of a bar of soap. Additionally, using only one shade of blue for all of the type suggests that the design is not using halftones or continuous tones, which involve more variations in color and intensity. Overlays and stripping are related to the production process for printing, but do not necessarily indicate the type of art used in the design.

Question 8

_____ is the art of selecting and setting type.

Accepted Answer

Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. It involves font selection, line spacing, kerning, and other design elements to create effective visual communication through printed media. The other options do not specifically focus on the selection and arrangement of type.

Question 9

Dubs of radio commercials are created:

Accepted Answer

Dubs of radio commercials are created in the postproduction phase of radio commercial production. This is done to ensure that the final product is of high quality and meets the advertiser's specifications. During the postproduction phase, additional sound effects, music, and voiceovers are added to enhance the commercial's impact. The dubs are then checked for any errors or glitches before the final commercial is produced.

Question 10

In order to run an ad in the December issue of Golf magazine, MacGregor, a manufacturer of golf clubs and accessories, must have the camera-ready ad in the publisher's hands by October 10. October 10 is the _____ date for the ad.

Accepted Answer

The closing date refers to the deadline for submitting the ad to the publisher. It is the last possible date for submission in order for the ad to appear in the specific issue of the magazine.

Question 11

Which of the following is LEAST likely to be one of the criteria for selecting a typeface?

Accepted Answer

While symmetry is a consideration in overall design, it is not specifically related to selecting a typeface. The other choices are all commonly considered when selecting a typeface.

Question 12

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

Accepted Answer

Mixing the sound typically occurs in the production phase of producing radio commercials, not during preproduction.

Question 13

When used in reference to producing a radio commercial, the term "session" means the:

Accepted Answer

In the context of producing a radio commercial, a "session" refers to the time when the recording and mixing of the commercial takes place. It is the actual production process of creating the commercial.

Question 14

When used in reference to producing a radio commercial, the term "board" refers to the:

Accepted Answer

In the context of producing a radio commercial, the term "board" typically refers to the equipment used to record and channel sounds to the appropriate recording devices. This includes the sound board, which the sound engineer uses to mix and adjust the various sounds and inputs, as well as other components such as microphones, amplifiers, and speakers.

Question 15

Which color is NOT included in CYMK printing?

Accepted Answer

CYMK stands for Cyan, Magenta, Yellow, and Key (black). Green is not included in CYMK printing.

Question 16

When the art director for the Jaguar ad wanted to use a lifestyle photo that extended to the very edge of the page, the production manager had to use _____ to accommodate variations in the printing and cutting processes.

Accepted Answer

To accommodate variations in printing and cutting processes, the production manager had to use bleeds. Bleeds extend artwork or photos beyond the edge of the printed page, ensuring that there are no unsightly white borders when the page is trimmed.

Question 17

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?

Accepted Answer

Reverse knockout is the technique used to ensure that the bullseye remains separate from the purple background. This is achieved by printing the purple background first and then printing the white bullseye on top, allowing the purple to show through the outside of the bullseye. This creates a clean, crisp image without any distortion or mixing of colors. Bleed is used when the design extends beyond the borders of the actual printed piece, Color spot refers to using an ink that is pre-mixed to match a specific color, Blueline refers to a type of proofing process, and Analog proof refers to a physical proof rather than a digital one.

Question 18

Which of the following would most likely occur during the production phase of the print production process?

Accepted Answer

The production phase involves the actual creation of the printed materials, such as preparing the mechanicals for printing, conducting press checks, and managing the printing process. Creating a job jacket may occur during the pre-production phase, while forming the budget and setting closing dates are part of the planning phase. Making a rough layout could occur during either the planning or design phase.

Question 19

The process of converting page art and visuals into film negatives, color separations, and other materials needed for printing takes place in the _____ phase.

Accepted Answer

The prepress phase involves the preparation of materials needed for printing, including converting page art and visuals into film negatives and color separations. The mechanical phase usually refers to the physical assembly of the layout, while desktop publishing refers to the software used to create the layout. Print conversion and paste-up do not accurately describe the process of preparing materials for printing.

Question 20

In print production, a(n) _____ 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 does not show through.

Accepted Answer

A trap is the process of overlapping or slightly expanding one color onto another to prevent gaps or white space from showing between them. This technique ensures that the final printed piece looks consistent and professional.

Quiz 17: Producing ADS