Question 1

Which is considered the most crucial of all design elements, because when used effectively it brings harmony to all components on the page?

Accepted Answer

Unity is considered the most crucial of all design elements, because it brings harmony to all components on the page. This means that all design elements should work together cohesively to create a unified design. While order, balance, and color are also important elements, they work in service of achieving unity.

Question 2

At the end of production for a TV ad, the final assembly of the video is done through a computerized system.The spot has on-camera talent, so the audio goes together first, then the video is matched.What process does this represent?

Accepted Answer

This represents the digital edit process of putting together the audio and video components through a computerized system. The director's rough cut refers to an early version of the edited video, the audio edit is a step in the process but does not include matching the video, and the master and dub process involves creating a final version for distribution.

Question 3

The text points out that like no other media advertising, Web ads have the ability to ____, because consumers expect and even demand this and it ensures continued interest.

Accepted Answer

Web ads have the ability to change almost instantly, which sets them apart from other media advertising, such as print or television. Consumers expect and demand this ability, as it ensures continued interest and relevance. This allows for timely promotions, sales, and updates to be communicated to consumers quickly and efficiently.

Question 4

Art production for advertising to appear in cyberspace-particularly those composed of headline, body copy, and illustration-most closely resembles production of advertising for

Accepted Answer

Advertising in cyberspace utilizes visual and textual elements, similarly to print advertising. Radio advertising relies primarily on audio elements, while television advertising includes motion and sound. Packaging advertising, meanwhile, typically emphasizes physical design and functionality rather than text and imagery.

Question 5

An art director is conducting an orientation with two new artists and stresses that this agency does, in fact, consistently incorporate the generally accepted principles of design in its creative work.In his brief summary of these principles, which of the following would not be included?

Accepted Answer

Giving equal emphasis to all elements is not a generally accepted principle of design. In fact, creating a hierarchy of elements and emphasizing certain elements over others is a common technique in design. The other three principles listed (proportion, unity, and direction) are generally accepted principles of design.

Question 6

What is the best guideline for working with both audio and visual elements during the production of a television spot?

Accepted Answer

The best practice is to emphasize the visual, as it is often more engaging, while using audio to reinforce and complement the message being conveyed visually.

Question 7

A day's shooting expenses for just an average television production, including director's fees, can range from about

Accepted Answer

According to industry standards, a day's shooting expenses for an average television production, including the director's fees, can range from $80,000 to $120,000. Therefore, option C is the best choice.

Question 8

In the broadest sense, color is often effectively used in advertising illustrations to

Accepted Answer

Color is a powerful tool to attract a reader's attention, which is especially important in advertising where there is a lot of competition for people's attention. Bright or contrasting colors can catch a viewer's eye and draw them in to look at an advertisement more closely.

Question 9

When analyzing the various elements of type, the ____ refers to the size of the type in height, and the ____ refers to the size of lines in width.

Accepted Answer

The size of type in height is measured in points, and the size of lines in width is measured in picas. Typeface and font refer to the style and design of the type, while serif refers to the small lines or flourishes at the ends of characters. Therefore, the correct answer is C) point; pica.

Question 10

Which element of advertising involves "the structure itself and the plan behind the structure"?

Accepted Answer

Design refers to the overall visual appearance and structure of the advertisement, including the plan and strategy behind it. Layout refers specifically to the arrangement of text and images within the design. Copy refers to the written content of the advertisement, and illustration refers to the visual elements such as drawings or photographs.

Question 11

A television commercial for a high-speed mountain bike is in the middle of production.One person appears to be responsible for handling the script, interpreting the storyboard, managing the talent, plus dealing with the cameras, lighting, and set.Who is this?

Accepted Answer

The director is the person responsible for overseeing the creative aspects of the production, including interpreting the storyboard, managing the talent, and directing the cameras, lighting, and set.

Question 12

What term identifies the visual line, real or imagined, that runs through an ad and organizes all elements?

Accepted Answer

The term that identifies the visual line, real or imagined, that runs through an ad and organizes all elements is called the axis.

Question 13

The most important function of the first few seconds of a television commercial is to

Accepted Answer

The first few seconds of a television commercial are crucial in gaining the viewer's attention. If the commercial fails to grab the viewer's attention immediately, it is likely to be ignored or forgotten. Therefore, getting attention is the most important function of the first few seconds of a TV commercial.

Question 14

A print ad being developed for a women's clothing line shows the headline font, the images, and the actual body copy, to allow the client to imagine the ad and give approval.This is considered the

Accepted Answer

A comp (short for comprehensive layout) includes the headline font, images, and actual body copy of an advertisement, and is used to give the client a preview of what the final advertisement will look like. A thumbnail is a small, rough sketch used for brainstorming and planning purposes. Sans serif layout refers to the use of sans serif fonts in a design, which may or may not be applicable in this context. A rough layout is a preliminary design with a basic layout and content placement, and may not include finalized fonts or images. Therefore, the best choice is B.

Question 15

An ad layout typically progresses through several standard stages during its development.In what order does this occur?

Accepted Answer

The standard stages of ad layout development typically progress in the following order: thumbnail sketch, rough layout, comprehensive (comp), and final digital version. The other answer options either have stages out of order or use terminology not typically associated with ad layout development.

Question 16

A person picks up a magazine and flips through the pages, stopping at a full-page ad.Which of the following is one of several natural tendencies of eye movement that occur when a person views a print advertisement?

Accepted Answer

The answer of A person picks up a magazine and...

Question 17

Type fonts are seen in six basic typeface groups, all with different personalities.For instance, ____ is ornate and formal, while ____ is cursive and elegant.

Accepted Answer

Blackletter is ornate and formal, while script is cursive and elegant.

Question 18

An ad for concentrated frozen orange juice dramatically highlights the product, using a combination of backlighting and low-angle shots to show the golden liquid being poured into the sparkling tumbler.What is the function of this illustration?

Accepted Answer

The illustration portrays the product as a hero by using dramatic lighting and angles to highlight the golden liquid being poured into a sparkling tumbler. This is done to make the product more appealing and attractive to potential consumers.

Question 19

A young woman has just launched her own company to promote several unique but inexpensive kitchen gadgets.She wants to get her message out to massive TV audiences, but she doesn't have a large budget.Taking this into consideration, the agency will probably propose a television commercial that

Accepted Answer

Focusing on functional features is cost-effective and directly highlights the unique selling points of the kitchen gadgets, making it suitable for a limited budget.

Question 20

The production costs of a television commercial prepared for a national advertiser are running into the upper ranges.It is probably a commercial for the ____ product category, because this typically requires the highest production quality and carries the highest costs.

Accepted Answer

Beer and soft drink commercials often require high production quality and creativity to stand out, leading to higher costs.

Quiz 11: Executing the Creative