Question 1

________ can save a lot of time on a shoot day when many more costly personnel are on the set.
A) Prelighting 
B) Budgeting 
C) Blocking 
D) Scripting

Accepted Answer

The answer of ________ can save a lot of time...

Question 2

A guideline for television or video is to: 
A) emphasize the visual and reinforce it with the audio. 
B) avoid use of the audio when showing a key visual. 
C) let the audio tell the full brand story. 
D) allow the visual to establish the tone and the audio to sell the benefits.

Accepted Answer

Emphasizing the visual and reinforcing it with audio is a fundamental principle in television or video production, ensuring that the message is effectively communicated through both visual and auditory channels.

Question 3

The most important function in the first few seconds of a television commercial is to: 
A) stress the audio-then the viewer will follow up with the visual. 
B) get the name out-so the viewer can establish recall at the outset. 
C) establish the benefit-otherwise the viewer will quickly lose interest. 
D) get attention.

Accepted Answer

The most important function in the first few seconds of a television commercial is to grab the viewer's attention. If the commercial fails to do this, the viewer is unlikely to continue watching and will not register any of the other messages or calls to action in the ad.

Question 4

A television commercial for a food product is in production.Who among the following would be responsible for handling the script,interpreting the storyboard,managing the talent,and dealing with the cameras,lighting,and set? 
A) The director  
B) The producer 
C) The media planner 
D) The account executive

Accepted Answer

The director is responsible for overseeing the production of the commercial and ensuring that it meets the creative vision of the advertising agency and client. This includes interpreting the script and storyboard, working with the talent, and managing the technical aspects of the production such as cameras, lighting, and set design. The producer and other members of the production team will work closely with the director to bring their vision to life, but it is ultimately the director's responsibility to ensure that the final product is successful. The media planner and account executive may have input into the production process, but they are not directly responsible for managing the technical aspects of production.

Question 5

Art production for digital advertising-particularly those composed of headline,body copy,and illustration-most closely resembles production of advertising for _________.
A) radio 
B) layout 
C) packaging 
D) print and broadcasting

Accepted Answer

Digital advertising composed of headline, body copy, and illustration closely resemble the production of advertising for print and broadcasting as they both use visual and textual elements to create an advertisement that can be delivered to a wide audience.

Question 6

A print ad being developed for a women's clothing line shows the headline font,the images,and the actual body copy to allow the client to imagine the ad and give approval.This is known as a _______.
A) thumbnail 
B) comprehensive layout, or comp 
C) sans serif layout 
D) rough layout

Accepted Answer

A comprehensive layout, or comp, is a full-scale version of the final ad that includes all visual elements and actual copy. It is presented to the client for approval before production begins. The other options are not accurate descriptions of this stage in the ad development process.

Question 7

Which of the following elements of advertising involves the structure itself and the plan behind the structure? 
A) Layout 
B) Design 
C) Copy 
D) Illustration

Accepted Answer

Design in advertising refers to the overall plan and structure of the advertisement, encompassing how various elements like layout, copy, and illustrations are organized and presented to create a cohesive and effective message.

Question 8

Probably the most straightforward illustration is one that: 
A) attracts the target audience. 
B) stimulates copy readership. 
C) creates a mood. 
D) communicates features or benefits or both.

Accepted Answer

The most straightforward illustration is one that communicates features or benefits, or both. It should clearly depict or demonstrate what the product or service does and how it can be useful to the target audience. While illustrations can also create a mood or attract attention, the main purpose should always be to effectively communicate the product or service.

Question 9

The director may want to work with the on-camera talent along with the camera operators to practice the positioning and movement planned for the ad.This work is known as _______.
A) shooting 
B) packing-up  
C) blocking 
D) placing

Accepted Answer

The term used for practicing the positioning and movement planned for the ad with the on-camera talent and camera operators is called blocking. Therefore, choice C is the correct answer. The other options, shooting, packing-up, and placing, do not accurately describe this process.

Question 10

In which of the following orders does an ad layout typically progress through standard stages during its development? 
A) Rough draft, comp, thumbnail, final mechanical  
B) Thumbnail, rough layout, comp, final digital 
C) Mechanical, rough draft, thumbnail, final comp 
D) Thumbnail, illustration layout, rough layout, final mechanical

Accepted Answer

The standard stages of ad layout typically progress in the following order: thumbnail sketches, rough layouts, comprehensive layouts (comps), and final digital mechanicals. Therefore, option B is the correct order.

Question 11

When analyzing the various elements of type,the _________ refers to the size of the type in height.
A) typeface 
B) font 
C) point 
D) serif

Accepted Answer

Point refers to the size of the type in height. Typeface refers to the design of the letters, font refers to the digital file containing the typeface, and serif refers to small lines or flourishes on the ends of type letters.

Question 12

Type fonts are seen in _______ basic typeface groups,all with different personalities. 
A) two 
B) one hundred 
C) six 
D) twenty

Accepted Answer

There are six basic typeface groups: serif, sans-serif, script, display, dingbat, and decorative.

Question 13

Which of the following terms identifies the visual line,real or imagined,that runs through an ad and organizes all elements? 
A) Serif 
B) Axis 
C) Thumbnail 
D) Gaze motion

Accepted Answer

The term that identifies the visual line that runs through an ad and organizes all elements is called the axis. A serif is a typeface design element, a thumbnail is a small image used to represent a larger one, and gaze motion refers to the movement of a person's eye when looking at an image or text.

Question 14

Unlike print ads,digital content: 
A) has a very limited reach. 
B) uses only written words. 
C) changes almost instantly. 
D) appeals to the older generation.

Accepted Answer

Digital content can be easily edited and updated, allowing for almost instant changes. This is not the case with traditional print advertising.

Question 15

The principles of design suggest that: 
A) there should be a unifying force within the ad. 
B) the components within an advertisement should be ambiguous. 
C) all elements of the ad should be equally emphasized. 
D) it should be formally imbalanced.

Accepted Answer

The principle of design suggests that there should be a unifying force within the ad, which means all the elements within the ad should work together to create a cohesive message and convey the intended meaning of the ad.

Question 16

An ad uses backlighting and low-angle shots along with a dramatic use of color.Which of the following is the goal in this ad? 
A) The product is set in a test situation.  
B) The brand is seen in a social context.  
C) The brand is portrayed as heroic. 
D) The product is used by a typical consumer.

Accepted Answer

The backlighting and low-angle shots, along with the dramatic use of color, are often used to create a heroic or larger-than-life portrayal of the brand or product, which is the goal in this ad.

Question 17

Which of the following is considered the most crucial design element that brings harmony to all components on the page? 
A) Order 
B) Unity 
C) Balance 
D) Color

Accepted Answer

Unity is the design element that brings harmony to all components on the page as it refers to the visual consistency and coherence achieved through the use of similar elements and principles throughout the design. While order, balance, and color are also important design elements, they function more as supportive factors in achieving unity.

Question 18

Which of the following is a tendency of eye movement that occurs when a person views a print advertisement? 
A) From left to right, up to down, and from light to dark 
B) From right to left and dark to light 
C) From white to color and from small to big 
D) From right to left and from light to dark

Accepted Answer

The tendency of eye movement when viewing a print advertisement is typically from left to right, up to down, and from light to dark. This is due to the natural reading and scanning patterns of most cultures, where the eyes tend to start at the top left corner and move towards the bottom right corner.

Question 19

Color is often effectively used in advertising illustrations to: 
A) construct an axis. 
B) create a mood. 
C) prevent scrutiny of a product's functions. 
D) get a universally recognized reaction.

Accepted Answer

Color can evoke emotions and create a certain mood that can appeal to consumers and enhance their perception of the product.

Question 20

Which of the following is true of the production stage of the television advertising process? 
A) It can include some final preparations such as lighting checks and rehearsals. 
B) It involves creating the shot-by-shot sketch depicting the visual scenes that will be used in an advertisement. 
C) It is that stage at which the advertiser estimates the cost of the shoot and required paraphernalia. 
D) It mostly involves the assessment of directors and music suppliers to be chosen for the shooting.

Accepted Answer

The production stage of the television advertising process can include some final preparations such as lighting checks and rehearsals. The production stage involves actually filming the advertisement using the plan developed in the pre-production stage (which includes creating the shot-by-shot sketch and estimating costs), and the post-production stage involves editing and finalizing the advertisement. Therefore, options B, C, and D are incorrect.

Quiz 11: Executing the Creative

________ can save a lot of time on a shoot day when many more costly personnel are on the set.

A guideline for television or video is to:

The most important function in the first few seconds of a television commercial is to:

A television commercial for a food product is in production.Who among the following would be responsible for handling the script,interpreting the storyboard,managing the talent,and dealing with the cameras,lighting,and set?

Art production for digital advertising-particularly those composed of headline,body copy,and illustration-most closely resembles production of advertising for _________.

A print ad being developed for a women's clothing line shows the headline font,the images,and the actual body copy to allow the client to imagine the ad and give approval.This is known as a _______.

Which of the following elements of advertising involves the structure itself and the plan behind the structure?

Probably the most straightforward illustration is one that:

The director may want to work with the on-camera talent along with the camera operators to practice the positioning and movement planned for the ad.This work is known as _______.

In which of the following orders does an ad layout typically progress through standard stages during its development?

When analyzing the various elements of type,the _________ refers to the size of the type in height.

Type fonts are seen in _______ basic typeface groups,all with different personalities.

Which of the following terms identifies the visual line,real or imagined,that runs through an ad and organizes all elements?

Unlike print ads,digital content:

The principles of design suggest that:

An ad uses backlighting and low-angle shots along with a dramatic use of color.Which of the following is the goal in this ad?

Which of the following is considered the most crucial design element that brings harmony to all components on the page?

Which of the following is a tendency of eye movement that occurs when a person views a print advertisement?

Color is often effectively used in advertising illustrations to:

Which of the following is true of the production stage of the television advertising process?