66) Previously recorded images—either video, still slides, or moving film—are known as
________.
A) morphs
B) stock footage
C) tip-ins
D) photostats
E) clip art
67) A set of computer-generated letters that appear to be moving across the bottom of the
television screen is known as a(n) ________.
A) crawl
B) morph
C) tip-in
D) register
E) overwrite
68) A video technique in which one object gradually changes into another is called ________.
A) crawling
B) image transfer
C) morphing
D) interlocking
E) dubbing
69) A(n) ________ writes the script for a broadcast production.
A) copywriter
B) arranger
C) producer
D) director
E) editor
70) The ________ develops the storyboard and establishes the look of the commercial.
A) copywriter
B) art director
C) producer
D) director
E) arranger
71) The ________ takes charge of the production arrangements and makes sure the expenses and
bids come in under budget.
A) copywriter
B) art director
C) producer
D) director
E) arranger
72) The ________ has responsibility for the actual filming of the TV commercial.
A) editor
B) art director
C) producer
D) director
E) arranger
73) Moving an inanimate object a bit at a time and filming it frame by frame is known as
________.
A) stop motion
B) stop action
C) micro filming
D) slow motion
E) step motion
74) Which of the following is a type of film production that creates the illusion of depth?
A) stop motion
B) stop action
C) claymation
D) slow motion
E) 3-D
75) Finding the right director, locating or building a set, and casting the talent are all elements of
which step in the production of a television commercial?
A) message design
B) preproduction
C) production
D) postproduction
E) mechanicals
76) During a television commercial shoot, which technician moves props and sets and lays tracks
for the dolly on which the camera is mounted?
A) grip
B) gaffer
C) camera crew
D) shoot clerk
E) mixer
77) Rough versions of the commercial assembled from cuts of the raw film footage are known as
________.
A) dailies
B) rushes
C) rough cuts
D) interlocks
E) answer prints
78) What term refers to the postproduction process of assembling the various pieces of the film
into the same sequence as the storyboard?
A) dubbing
B) release printing
C) refocusing
D) video editing
E) transitioning
79) The result of the video editor’s initial work is a(n) ________.
A) daily
B) rush
C) rough cut
D) mix
E) take
80) In which stage of the video production process are the roles of gaffer and grip involved?
A) message design
B) preproduction
C) production
D) postproduction
E) distribution
81) Lisa writes original music and sometimes writes the lyrics along with the music for radio and
television commercials. What is Lisa’s role in TV and radio production?
A) producer
B) director
C) arranger
D) composer
E) mixer
82) Noelia operates the audio recording equipment during television commercial shoots. What is
Noelia’s role?
A) producer
B) director
C) arranger
D) composer
E) mixer
83) Rahim is an art director developing an advertising campaign for a new online multiplayer
game. The advertisement will feature actual actors moving through the animated universe
alongside avatars from the game. During which part of the video production process will the
actors be inserted into the digital universe?
A) postproduction
B) the shoot
C) production
D) preproduction
E) interlock
84) The art director wants to purchase a previously recorded image of a baby’s face rather than
go through the process of casting and abiding by all the regulations for working with minors.
What could the art director use?
A) pre-shot footage
B) open footage
C) stock footage
D) proprietary footage
E) dubbed footage
85) The art director wants to purchase a previously recorded image of a baby’s face rather than
go through the process of casting and abiding by all the regulations for working with minors.
This decision was most likely made during the ________ stage of the production process.
A) message design
B) editing
C) preproduction
D) production
E) postproduction
86) The technique in which the baby’s face gradually changes into a woman’s face is known as
________.
A) die-cutting
B) debossing
C) morphing
D) interlocking
E) dubbing
87) Because users can create their own paths through a website, designers have to make sure that
their sites have clear ________.
A) URLs
B) networks
C) sequencing
D) navigation
E) pop-ups
88) If a website’s ________ is cluttered or unclear, website visitors will likely give up and move
on to some other site.
A) banner ad
B) URL
C) navigation
D) pop-up
E) click-through rate
89) Web pages should follow the same layout rules as ________.
A) billboards
B) posters
C) picture window ads
D) dominant type ads
E) storyboards
90) Premier, FinalCut, and Avid are all examples of ________ used by web designers.
A) click-art providers
B) navigation tools
C) editing tools
D) web video providers
E) design standards
91) Package design, a logo, and a brand icon are all visual elements that can be used to establish
a brand position.
92) Words are generally better than visuals at getting and keeping attention.
93) Undifferentiated products with low inherent interest can be distinguished by linking the
product with visual associations representing lifestyles and types of users.
94) Visuals persist in the mind because people generally remember messages as visual
fragments, or key images that are filed easily in their minds.
95) A brand icon is the imprint used for immediate identification of a brand or company.
96) The art director’s toolkit for print advertising includes the photos, illustrations, typeface,
color, and layout of the proposed ad.
97) When art directors use the word art, they mean only illustrations.
98) Print ads with color tend to get more attention than ads without color.
99) The use of black in an advertisement conveys a natural, no-nonsense feel.
100) The appearance of the ad’s printed matter in terms of the style and size of type is known as
typography.
101) Layout design only serves an aesthetic purpose.
102) A basic design principle is “Less is more.”
103) A circus layout combines lots of elements—art, type, color—to deliberately create a busy,
jumbled image.
104) In the comprehensive stage of developing a print ad, elements are assembled in their final
position for reproduction.
105) Adreena wants to make consumers think of antiques with her photograph for a print
advertisement for handcrafted furniture. Adreena should use a sepia tone for the photograph.
106) Type in print ads has an aesthetic as well as a functional role.
107) The video equivalent of a rough layout for a print ad is a storyboard.
108) One problem with using color in newspaper advertising is that the color may not be
perfectly in registration.
109) A key to an effective outdoor board is eye-stopping graphics.
110) On an outdoor board, the product or brand label may be hundreds of times larger than in
real life.
111) Designers of outdoor advertising should make the relationship between foreground and
background as obvious as possible.
112) The two general types of printed images are photographs and illustrations.
113) A block of color that is printed solid and screened with black to create a shade is known as
a tint-block.
114) The process printers use to reduce the original color image to four halftone negatives is
called color separation.
115) Die cutting is a mechanical technique in which a sharp-edged stamp, or die, is used to cut
out unusual shapes.
116) A perfume maker wants to create an advertisement that gives consumers the chance to
experience a new perfume. The perfume maker should choose to advertise in a magazine rather
than in a newspaper.
117) The technique of 3-D printing creates images that appear to jump off the page of print
advertisements.
118) Morphing is a video technique in which one object gradually changes into another.
119) The producer is responsible for the actual filming of a television commercial.
120) Stop motion and claymation are two types of animation.
121) The four major steps in the production of a national television commercial are message
design, preproduction, the shoot, and postproduction.
122) Dailies are rough versions of the commercial assembled from cuts of the raw film footage.
123) Banner ads are designed more like outdoor boards than like conventional print ads.
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124) Any image can be scanned and manipulated to create a web image.
Answer: TRUE
Learning Objective: 11.5: Describe basic web design considerations.
Difficulty: Moderate
AACSB: Information technology
125) Effective web videos should be planned using the same considerations used for television or
film.
126) Discuss the relationship between the use of visuals in advertising and the Facets Model of
Effects.
127) Provide an example in which a visual might accomplish a message objective better than
words would.
128) Explain why pictures are important in print ads.
129) Name and describe primary elements of the art director’s toolkit for print advertising.
130) Explain what layout means, and compare the common ad layouts the art director might use.
131) Explain why an illustration might be easier to understand than a photograph.
132) Compare and contrast functional and aesthetic needs in design.
133) Explain the two ways videographers and photographers handle composition.
134) Considering that the client does not want to pay for original visuals, how will Kimberly get
135) What color or colors should Kimberly use to convey the mood she desires?
136) Kimberly is considering using mostly copy in her ad since financial services is a complex
topic and the market is interested in knowing detailed information. Describe the layout you
would suggest.
137) Kimberly is considering using visuals of matched or proportional sizes. Name and describe
the appropriate layout she should use.
138) Which design principles are most appropriate for what Kimberly wants to accomplish?
139) A printer really needs only four colors to reproduce full-color images. Explain how this can
be and describe the process used in four-color printing.
140) Discuss two tips for designers of billboards.
141) Compare and contrast the two general types of printed images.
142) Explain how printers use screens to create the illusion of shades of colors.
143) Name the four steps in the production of a television commercial, and discuss some of the
activities associated with each.
144) Compare and contrast the responsibilities of a producer and a director in a broadcast
production.
145) Compare and contrast the responsibilities of a composer and an arranger working on a
broadcast production.
146) A major television commercial production company is seeking summer interns to work as
grips and script clerks. In which stage of the television production process will these roles be
found, and what can you expect to do if you take either of these positions?
147) What makes web design different from print design?
148) How do banner ads compare to outdoor boards?
149) John is designing a website for a client. What does he need to know about designing the
navigation of the website to make it easy to use?
150) How do the tools used by web designers differ from the tools used by other types of art
directors?