67)
Full–color images are reproduced using four distinctive shades of ink called ________.
67)
A)
process colors
B)
tint blocks
C)
primary colors
D)
basic colors
E)
halftones
68)
Inexpensive, rough–surfaced, spongy paper that quickly absorbs ink on contact is known as
________.
68)
A)
quick paper
B)
recycled paper
C)
newsprint
D)
quick absorb
E)
quickprint
69)
Which of the following is NOT a key reason designers focus on effective use of visuals in
advertising?
69)
A)
replace copy
B)
cement belief
C)
tell interesting stories
D)
communicate quickly
E)
anchor associations
70)
What was the technique that grades the quality of user experience on a Website described in the
text called?
70)
A)
navigational assessment
B)
blog tracking
C)
heuristic evaluation
D)
site tracking
E)
site evaluation
71)
Typeface that looks like this: ABCDEFGHIJK… is known as ________.
71)
A)
ornamental
B)
serif
C)
surprinted
D)
sans serif
E)
block printing
D
72)
A key to an effective outdoor board is the ________ relationship should be as obvious as possible.
The background should never compete with the subject.
72)
A)
size
B)
colors
C)
typography
D)
graphics
E)
figure/ground
E
73)
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?
73)
A)
producer
B)
arranger
C)
composer
D)
director
E)
talent
C
C
74)
What was the assignment given to Fallon Agency, as described in “A Matter of Practice,” by EDS,
an information technology business.
74)
A)
to increase switching from competitors’ services
B)
to change perceptions of EDS as an unhip Old Economy business and to infuse energy and
pride into the EDS workforce
C)
to increase sales by 50 percent
D)
to get business customers to switch IT services to EDS
E)
to increase awareness of EDS among consumers as research showed they have extremely low
awareness among their target market
75)
White letters written on a dark background is known as ________.
75)
A)
negative type
B)
reverse type
C)
white space
D)
ornamental type
E)
surprinting
B
76)
As described in the “Hands–On” case at the end of the chapter, what challenge faces an advertiser
told by its agency to film a commercial in high definition (HD)?
76)
A)
Fewer than 1 million homes have the equipment (i.e., HDTV sets and tuners) required to
watch HDTV programming.
B)
Cost is an issue, because ads filmed in the format can cost 10 to 15 percent more than analog
commercials.
C)
There is no standardization with regard to HDTV programming.
D)
Consumers do not perceive HDTV advertisements any differently than they do current
analog commercials.
E)
Even though the ads are of a much higher quality, consumers still avoid them.
B
B
77)
Which of the following is NOT considered a process color?
77)
A)
magenta
B)
black
C)
brown
D)
yellow
E)
cyan
78)
What was NOT a measure of success for the campaign for Altoids described in the chapter’s
opening and closing vignette?
78)
A)
percentage of penetration in the under 12 year old market
B)
increase in market share
C)
increase in sales
D)
memorability of the campaign
E)
increase in brand recognition
A
79)
Which of the following is a reason color is used in advertisements?
79)
A)
attract attention
B)
build brand identity
C)
establish moods
D)
provide realism
E)
all of the above
E
80)
What colors should an art director use if he or she wants to bring a friendly tone to an ad?
80)
A)
cool colors
B)
blue and green
C)
pastel colors
D)
yellow and red
E)
warm colors
C
C
81)
Which of the following represents the correct order of the television postproduction output?
81)
A)
rough cut, interlock, release print, duplicate print
B)
interlock, dubbed print, answer print
C)
dailies, rushes, rough cut, interlock, and release print
D)
rough cut, interlock, answer print, release print
E)
interlock, rough cut, answer print, release print
82)
As described in the text, which category of products or services came out best overall in grading the
quality of user experience on a Website?
82)
A)
financial services
B)
personal ads
C)
automotive
D)
entertainment
E)
retail
E
83)
A key to an effective outdoor board is the ________ should be clean, uncluttered type that is easy to
read at a distance by an audience in motion.
83)
A)
typography
B)
colors
C)
size
D)
graphics
E)
figure/ground
A
D
84)
In which layout stage of a print ad are the elements assembled in their final position for
reproduction?
84)
A)
semicomps
B)
thumbnail sketches
C)
mechanicals
D)
rough layouts
E)
comprehensives
85)
How the lines align at the end is another design choice in print ads known as ________.
85)
A)
alignment
B)
posture
C)
legibility
D)
justification
E)
points
86)
What was the challenge facing the advertising agency that developed the campaign for Altoids
described in the chapter’s opening vignette?
86)
A)
to communicate to consumers the superior quality of the Altoids brand
B)
to depict visually the impact of the flavor
C)
to increase awareness of a the brand among for children younger than 12 years old
D)
to increase awareness of a new line of mints
E)
to communication to consumers the price/value relationship of Altoids
87)
The primary function of ________ is to convey the words of the message.
87)
A)
measurement
B)
color
C)
typography
D)
pica
E)
point
88)
The appearance of the ad’s printed matter in terms of the style and size of typefaces is known as
________.
88)
A)
typography
B)
layout
C)
classification
D)
design
E)
font
Explanation:
89)
Which of the following is a key reason designers focus on effective use of visuals in advertising?
89)
A)
tell interesting stories
B)
stick in memory
C)
grab attention
D)
communicate quickly
E)
all of the above
Explanation:
90)
Running the type over another image in a print ad is known as ________.
90)
A)
bleed through
B)
surprinting
C)
nonlinear type
D)
reverse type
E)
over–printing
Explanation:
Explanation:
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Describe the Honda commercial discussed in “A Matter of Principle,” discuss why it was so
unique, and explain why it did not appear in the United States.
91)
92)
Mini–Case Question. Which design principle that guides designers is most appropriate for
what Kimberly wants to do? Name and describe that principle.
92)
93)
As part of an assignment in your radio, television, and film course, you have to interview
people involved in the production of television commercials. Name and describe who does
what in TV production.
93)
94)
Describe the campaign that the Fallon agency developed for EDS and the reasons behind it
that were described in “A Matter of Practice.”
94)
95)
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.
95)
96)
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?
96)
97)
Retailers’ business success ties directly to the quality of customer experience on their sites.
What are three problem areas retailers’ should avoid when designing their websites?
97)
98)
You are developing a website for a client. In working with the web designer you find that
he has a different toolkit than art directors for typical print ads. Why do the web designers
use different tools?
98)
99)
A group of advertising majors from a local university are visiting your business to learn
about art reproduction in advertisements. Explain the two general types of printed images
and how they are reproduced in advertisements.
99)
100)
Mini–Case Question. Kimberly is considering using visuals of matched or proportional
sizes. Name and describe the appropriate layout she should use.
100)
101)
The Institute for Outdoor Advertising (IOA) recommends several tips for designers.
Discuss five of them.
101)
102)
Describe the challenge that was facing the creative team for the Altoids campaign
described in the chapter’s opening vignette.
102)
103)
A major television commercial production company is seeking summer interns. The jobs
students would fill are called grip and script clerk. 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?
103)
104)
Michelle is designing banner ads for her client. How do banner ads compare to outdoor
boards?
104)
105)
As described in the “Hands–On” case at the end of the chapter, why was October 29, 1998,
a historic day for advertising, and what issues have surfaced since that time?
105)
106)
Mini–Case Question. Because the client does not want to pay for original visuals to be
included in their ads, how will Kimberly get the visuals she needs to get attention and to
set the tone for the ads?
106)
107)
Mini–Case Question. What color or colors should Kimberly use to convey the mood she
desires?
107)
108)
As described in the text the retail category came out best overall, and automotive sites were
rated the worst when using a technique called “heuristic evaluation” to grade the quality of
user experience of web sites. What explains these results?
108)
109)
Explain the success of the Altoids campaign described in the chapter’s opening and closing
vignette.
109)
110)
Mini–Case Question. 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.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Type in print ads have an aesthetic as well as a functional role.
111)