Question 1

From the master tape of a recorded radio commercial,the sound engineer makes duplicates called spots and sends them to radio stations for broadcast.

Accepted Answer

The sound engineer usually records music, sound effects, and vocals separately and then mixes and sweetens them during the postproduction (or finishing) phase. The final recording is referred to as the master tape. From the master tape, the engineer makes duplicates called dubs, and sends them to radio stations for broadcast.

Question 2

The blueline is a less expensive form of the Chromalin with relatively thick plastic sheets that can be lifted up.

Accepted Answer

The analog proof (also called a Chromalin) uses a series of four very thin sheets of plastic pressed together. Each layer's light-sensitive emulsion turns one of the process colors when exposed to certain wavelengths of light. Together they form a full, four-color image proof. The color key is a less expensive form of the Chromalin with relatively thick plastic sheets that can be lifted up.

Question 3

A bleed occurs when the edge of one color or shade overlaps its neighbor by a fraction of an inch to make sure the white paper underneath does not show through.

Accepted Answer

A trap occurs where the edge of one color or shade overlaps its neighbor by a fraction of an inch to make sure the white paper underneath doesn't show through. If the production artist fails to trap the artwork properly, the printer has to slightly overexpose one negative (sometimes called a fatty) or slightly underexpose another (a skinny).

Question 4

In the preproduction phase of making a radio commercial,all the elements to be used in the commercial-voices,music,sound effects-come together and are recorded at a session in a sound studio.

Accepted Answer

In the preproduction phase, the advertiser and agency perform a variety of tasks that allow production to run smoothly, on time, and within budget. The agency assigns a radio producer from its staff or hires a freelance producer. Based on the script, the producer selects a studio and a director, determines what talent will be needed, estimates costs, and prepares a budget for the advertiser's approval.

Question 5

The overall responsibility of the producer for electronic media is to keep the project moving smoothly and under budget,while maintaining the required level of quality through every step of the production process.

Accepted Answer

Every ad or commercial represents the completion of a highly complex process that includes many steps. The overall responsibility of the producer for electronic media is to keep the project moving smoothly and under budget, while maintaining the required level of quality through every step of the production process.

Question 6

When advertising agencies place ads in print media,the cost of paper is excluded in the charge for the ad.

Accepted Answer

Paper costs affect media production budgets. When agencies place ads in print media, the cost of paper is included in the charge for the ad. But when an agency prints collateral materials such as brochures or packaging for a client, the cost of paper is noticeable.

Question 7

In the prepress phase,the printer makes a plate from the base art and one from each overlay.

Accepted Answer

In the prepress phase, the printer makes a plate from the base art and one from each overlay. Each paste-up (mechanical) has to be photographed separately.

Question 8

The disadvantages of live commercials are that announcers may be inconsistent in their delivery,and sound effects are limited.

Accepted Answer

Some commercials are delivered live by the announcer, in which case the station gets a script. The disadvantages of live commercials are that announcers may be inconsistent in their delivery, and sound effects are limited. Uniform delivery requires a recorded commercial.

Question 9

For full-color ads,it's often wise to overprint text in black ink because when ads or brochures reprint,advertisers often make type changes.

Accepted Answer

For full-color ads, it's often wise to overprint text in black ink. When ads or brochures reprint, advertisers often make type changes. If all the text is black, the advertiser needs only to change the black negative and plate. If the text is any other color, all the negatives, stripping, and plating will have to be changed.

Question 10

The text type used in advertising is large and heavy and is employed for headlines,subheads,logos,and addresses,and for emphasis.

Accepted Answer

Two classes of type are used in advertising:
(a) Display type is larger and heavier than text type; useful in headlines, subheads, logos, and addresses, and for emphasis.
(b) Text type is smaller and finer, used in body copy.

Question 11

Kerning refers to adding extra space between lines to give a more "airy" feeling to the copy.

Accepted Answer

Sometimes an art director adds extra space between lines (called leading, pronounced "ledding") to give a more "airy" feeling to the copy. Kerning (spreading or narrowing the spaces between letters) also improves an ad's appearance and readability.

Question 12

The analog proof is created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue.

Accepted Answer

A blueline is a proof that is created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue. The blueline helps reveal scratches and flaws in the negatives as well as any assembly errors, such as a reversed illustration.

Question 13

Most video animation and special effects,such as moving titles and whirling logos,are done with digital video effects (DVE)units.

Accepted Answer

Most video animation and special effects, such as moving titles and whirling logos, are done with digital video effects (DVE) units that can manipulate graphics on the screen in many ways: fades, wipes, zooms, rotations, and so on.

Question 14

According to David Ogilvy,to make the strongest impression on the viewer,fantasies should relate to the product's claims and be repeated heavily.

Accepted Answer

Special effects entertain viewers and win advertising awards. David Ogilvy suggested that, to make the strongest impression on the viewer, fantasies should relate to the product's claims and be repeated heavily.

Question 15

Stop-motion photography often scores the highest viewer interest and the longest life,so over time they cost the least per showing.

Accepted Answer

Traditional animation techniques include cartoons, photo animation, stop-motion photography, and video animation. Cartoons often score the highest viewer interest and the longest life, so over time they cost the least per showing. However, initial production is very expensive.

Question 16

To portray people and things in lifelike,everyday situations,like typical slice-of-life TV commercials,advertisers use the animation technique.

Accepted Answer

To portray people and things in lifelike, everyday situations, like typical slice-of-life TV commercials, advertisers use the live action technique. 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

Letters and fliers commonly use cover paper.

Accepted Answer

Three categories of paper are used for advertising purposes: writing, text, and cover stock. Letters and fliers, for example, commonly use writing paper. Cover papers, available in many finishes and textures, are used on soft book covers, direct-mail pieces, and brochure covers, so they're thicker, tougher, and more durable.

Question 18

Local and regional advertisers prefer prerecorded music available for commercial use from the studio or radio station due to the high cost of original music.

Accepted Answer

The cost of original music can range from very inexpensive to frightful, depending on the talent and scope of use. For this reason, many clients-especially small local and regional advertisers-prefer prerecorded music available for commercial use from the studio or radio station.

Question 19

In the preproduction phase of a television commercial production process,the producer must first study the script and storyboard and analyze the production techniques that will be called for in the commercial.

Accepted Answer

Good planning before production can save advertisers a lot of money. That's the purpose of the preproduction phase. The first thing the producer must do, therefore, is study the script and storyboard and analyze the production techniques that will be called for in the commercial.

Question 20

It is often far cheaper to use special computer gadgets than standard equipment when producing an advertising campaign due to their technological superiority.

Accepted Answer

Special equipment for unusual production effects can also wreak havoc on media production budgets. It's often far more expensive to use an exotic computer gizmo than standard equipment.

Quiz 12: Print, Electronic, and Digital Media Production