Question 1

Briefly explain why typography is such an important part of advertising design.

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Question 2

Why are production data and scheduling so important to print production?

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Question 3

A process that produces incredible tone and detail that approximates photographic quality, ________ screening offers advertisers the ability to produce higher-quality color separations, which, in turn yield sharper color printed ads.

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Question 4

Discuss why using all capitals is not a good idea in advertising.

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Question 5

To select the appropriate printing process for a project, the advertiser must have a working knowledge of basic production techniques. Choose three common printing processes. Describe each one and discuss the advantages, disadvantages, and appropriate uses for each.

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Question 6

Any art, type or image that is made up of a solid color is called ________.

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Question 7

Name the three major types of printing processes and briefly distinguish among them by citing the type of surface they use to deliver an image.

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Question 8

An essential part of any ad design, ________ can create moods, enhance readability, give your communication an image, and even inspire passion.

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Question 9

The ________ department is responsible for setting and then monitoring schedules of operations from creative through final production.

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Question 10

Discuss the importance of and uses of color proofing.

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Question 11

Describe some of the technical considerations of digital advertising and production.

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Question 12

Compare and contrast how digital technology is being used in the prepress process and the actual printing process.

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Question 13

Describe the functions and responsibilities of the key players in the print operations area of an advertising agency.

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Question 14

Although ________ printing delivers spectacular detail, high-line screens, richer densities, and consistent quality throughout in a short press run, its plates are said to be too sensitive, scratch easily, and are temperature sensitive.

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Question 15

Discuss some of the promising options that future production managers and art directors may have available at the prepress and printing phases of their projects.

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Question 16

Match between columns
                        Premises: Letterpress, offset lithography, and rotogravure.
A technical issue because if monitors, proofing devices, and printers are not in synch, images and hard copy will look different wherever files are viewed.
The conversion of the original layout to the finished piece.
When all production material must arrive at the publication for your ad to appear in, say, a magazine.
A responsibility of the production manager, this process ensures that the right printer is chosen to produce the job at the right price.
Provides a comparatively inexpensive method of printing in color and delivers effective results.
In one size and face, it is all the lowercase and capital characters, numbers, and punctuation marks.
It is the art of using type effectively.
An area set up by advertising agencies where art directors use computers to develop visuals and layout.
Knowledgeable about paper and ink as well as printing, binding, and finishing equipment.
Cutting shapes into paper is done by one of these.
A group of emerging technologies that will improve the appearance of print quality beyond what the human visual system can see.
Set guidelines for that proof types are keyed to, affecting inks, density of tones and reverses, to name a few.
Eliminates films traditionally required to make plates for printing presses.
Set industry guidelines for quality and technology in printing.

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Quiz 18: Print Production