Question 1

Joel Hansen is the program manager for a television station in Oregon.He has just received a copy of a commercial for a new do-it-yourself store being built in Salem.This commercial was made from an answer print and is called a:

Accepted Answer

Dupes are duplicate copies of an answer print.

Question 2

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 cannot take it any longer and 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.

Accepted Answer

The live-action technique is used to portray people and things in lifelike, everyday situations.

Question 3

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:

Accepted Answer

The work print stage is also called the rough cut or interlock.

Question 4

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

Accepted Answer

From the master tape, the engineer makes duplicates called dubs, records them onto quarter-inch magnetic tape, and sends them to radio stations for broadcast.

Question 5

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

Accepted Answer

The addition of optical effects and titles results in the answer print. This is the final commercial.

Question 6

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

Accepted Answer

The three production techniques are live action, animation, and special effects. Cartoons typically score the highest viewer interest.

Question 7

The word "session" when used in conjunction with the production of a radio commercial refers to:

Accepted Answer

Depending on the nature of the spot, a session can last from a half-hour to more than a day.

Question 8

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

Accepted Answer

The casting is extremely important to the success of a commercial. Rehearsals are necessary because of the cost of the studio where the commercial will be produced. One of the first things done during preproduction is to find a producer. The producer must then prepare a budget before he/she can continue.

Question 9

The three major categories of production techniques in creating a television ad are live action,animation,and:

Accepted Answer

The first thing a producer must do is study the script and storyboard and analyze the production techniques that will be called for in the commercial.

Question 10

Nasonex is a decongestant that does not have the same sleep-inducing formula that many other decongestants have.Its ads feature a yellow and black bee who sneezes every time it smells flower pollen until it has treated itself with Nasonex.This is an example of the use of:

Accepted Answer

Digital video effects are manipulated graphics. Mnemonic devices would include easy-to-remember phone numbers because they spell something. Animation refers to cartoons, dancing puppets, and demonstrations in which inanimate objects come to life.

Question 11

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

Accepted Answer

The two examples of mnemonic devices in the text are the Green Giant and the Energizer Bunny.

Question 12

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

Accepted Answer

In the postproduction phase, the film editor, sound mixer, and director actually put the commercial together.

Question 13

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?

Accepted Answer

All major video production companies use dedicated digital video effects (DVE)units that can manipulate graphics on the screen in many ways.

Question 14

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

Accepted Answer

It often takes a great deal of time between commercial scenes for crews to reset the lights, etc. Each scene will be shot from two or three different angles. Scenes are not necessarily shot in order.

Question 15

Dubs of radio commercials are created:

Accepted Answer

From the master tape, the engineer makes duplicates called dubs, records them onto quarter-inch magnetic tape, and sends them to radio stations for broadcast.

Question 16

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

Accepted Answer

If a commercial calls for live action, the producer must consider whether the action will be staged indoors in a studio, outside on a studio lot, or on location away from the studio.

Question 17

The Snuggle bear used in the Snuggle fabric softener broadcast and print advertising is an example of a:

Accepted Answer

The two examples of mnemonic devices in the text are the Green Giant and the Energizer Bunny.

Question 18

The Aleve commercial shows two older women talking about what the doctor prescribed for minor arthritis pain.This commercial is an example of a(n)_____ commercial.

Accepted Answer

The live-action technique is used to portray people and things in lifelike, everyday situations. It produces a typical slice-of-life commercial.

Question 19

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

Accepted Answer