Chapter 10 – Producing Ads
Chapter 10
Producing Ads
1. (p. 254) Essentially, print production managers and producers perform the four classic
functions of management: planning, executing, motivating, and controlling.
2. (p. 255) The most frequent cause of cost overruns in the production of advertising is an
overdependence on creativity.
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3. (p. 256) Research has proven that high-priced celebrity talent and extravagant effects do not
always increase ad memorability.
4. (p. 257) The classic manual print production process consists of preproduction, production,
and printing/distribution.
Chapter 10 – Producing Ads
5. (p. 258) The four considerations for type selection are readability, emphasis,
harmony/appearance, and appropriateness.
6. (p. 259) The mechanical is the camera-ready paste-up of the artwork in a print ad.
7. (p. 262) Any artwork or type that is comprised of a solid color is called line art.
Chapter 10 – Producing Ads
Essay Questions
26. (p. 255) List five budget issues that commonly cause the production of an advertisement to
go over budget.
27. (p. 257) What is a job jacket?