Question 1

Normal photographic paper (such as snapshots made with a camera) produces images in _____ that refers to black and white with shades of gray in between.
A)halftones
B)line art
C)camera-ready art
D)flats
E)continuous tones

Accepted Answer

Normal photographic paper (such as snapshots made with a camera) produces images in continuous tones-black and white with shades of gray in between.

Question 2

The production phase of the print production process involves:
A)ensuring that the entire process does not exceed its budget.
B)setting closing dates.
C)creating a job jacket.
D)determining which ad layout will be preferred by the client.
E)completing ancillary functions such as illustrations or photography.

Accepted Answer

The production phase of the print production process involves completing ancillary functions such as illustrations or photography, setting up the artwork and typesetting, and then melding all these components into a final form for the printer.

Question 3

Which of the following processes can simulate nearly all colors by combining the four primary colors and is used to print an ad in full color?
A)CYMK printing
B)Color bleeding
C)Stripping
D)Kerning
E)Trapping

Accepted Answer

To print in full color, though, the four-color process is used. This process can simulate nearly all colors by combining the four primary colors: process blue (cyan), process yellow, process magenta, and black (which provides greater detail and density as well as shades of gray). In the parlance of the trade, this is also called CYMK printing.

Question 4

According to the classes of type used in advertising, _____ type is smaller and finer, used in body copy.
A)display
B)architectural
C)inscriptional
D)text
E)experimental

Accepted Answer

According to Ad Lab 12-A, two classes of type are used in advertising. Text type is smaller and finer, used in body copy.

Question 5

_____ refers to the process of mounting film negatives together in perfect registration onto opaque plastic sheets called flats during the prepress phase of print production.
A)Leading
B)Kerning
C)Stripping
D)Bleeding
E)Trapping

Accepted Answer

In the prepress phase, the printer makes a plate from the base art and one from each overlay. Each pasteup (mechanical) has to be photographed separately. The various layers of line art and halftones are converted to film negatives, which are carefully mounted together in perfect registration-through a process known as stripping-onto opaque plastic sheets called flats.

Question 6

Which of the following is done by artists to calculate the total block of space the type will occupy in relation to the typeface's letter size and proportions?
A)Copy casting
B)Answer printing
C)Kerning
D)Leading
E)Bleeding

Accepted Answer

Artists who plan to buy type outside must copy cast (or copyfit) to calculate the total block of space the type will occupy in relation to the typeface's letter size and proportions. Twenty years ago, copyfitting ability was essential for all artists, but now type is manipulated in minutes on computers.

Question 7

A high-contrast film yielding only black-and-white images with no gray tones is referred to as _____.
A)serigraphic proof
B)halftone screen
C)orthographic film
D)phonofilm
E)paperfilm

Accepted Answer

Normal photographic paper (such as snapshots made with a camera) produces images in continuous tones-black and white with shades of gray in between. But printing presses cannot print gray. So printers use special orthographic film, a high-contrast film yielding only black-and-white images with no gray tones.

Question 8

A(n) _____ is a single ink premixed according to a formula and given a specific color number.
A)answer print
B)blueline
C)PANTONE color
D)display type
E)color key

Accepted Answer

PANTONE colors are standardized ink colors that are premixed and given a specific color number for easy reference and consistency across different printing processes and materials.

Question 9

In terms of production art for the printing process, _____ refers to black-and-white artwork.
A)overlay
B)line art
C)pasteup
D)answer print
E)art wrap

Accepted Answer

Production art for the printing process is like an on/off switch: Where the art is black, ink will stick; where the art is white, ink won't stick. The production artist adheres to this printing principle by using black-and-white artwork that is called line art and by converting gray images to a form of line art called halftones.

Question 10

In advertising, which of the following categories of paper is commonly used for direct-mail pieces?
A)Bond paper
B)Offset paper
C)Cover paper
D)Coated paper
E)Writing paper

Accepted Answer

Three categories of paper are used for advertising purposes: writing, text, and cover stock. 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 11

The height of a character referred to as size is measured in _____ from the bottom of the descenders to the top of the ascenders.
A)letters
B)lines
C)points
D)accents
E)blocks

Accepted Answer

According to Ad Lab 12-A, size is the height of a character (or letter) measured in points (72 points to the inch) from the bottom of the descenders to the top of the ascenders.

Question 12

According to the classes of type used in advertising, _____ type is larger and heavier than text type; useful in headlines, subheads, logos, and addresses, and for emphasis.
A)display
B)experimental
C)inscriptional
D)architectural
E)text

Accepted Answer

According to Ad Lab 12-A, two classes of type are used in advertising. Display type is larger and heavier than text type; useful in headlines, subheads, logos, and addresses, and for emphasis.

Question 13

Which of the following categories of paper is commonly used for brochures in advertising?
A)Writing paper
B)Text paper
C)Cover paper
D)Bond paper
E)Lightweight paper

Accepted Answer

Three categories of paper are used for advertising purposes: writing, text, and cover stock. For brochures, there are many types of text papers, such as news stock, antique finish, machine finish, English finish, and coated.

Question 14

For advertising purposes, which of the following categories of paper is commonly used for letters and fliers?
A)Machine finish
B)Antique finish
C)News stock
D)Coated paper
E)Writing 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.

Question 15

During the print production process, when artwork created using orthographic film is photographed as is, the result is known as a(n) _____.
A)strip
B)continuous tone
C)halftone screen
D)grey tone
E)line film

Accepted Answer

Normal photographic paper (such as snapshots made with a camera) produces images in continuous tones-black and white with shades of gray in between. But printing presses cannot print gray. So printers use special orthographic film, a high-contrast film yielding only black-and-white images with no gray tones. The artwork is simply photographed as is, and the result is called a line film.

Question 16

In the _____ phase of the print production process, the printer makes a plate from the base art and one from each overlay. Each pasteup has to be photographed separately.
A)preproduction
B)production
C)printing
D)distribution
E)prepress

Accepted Answer

In the prepress phase of the print production process, the printer makes a plate from the base art and one from each overlay. Each pasteup (mechanical) has to be photographed separately.

Question 17

In terms of preparing mechanicals, _____ refers to artwork in which the printer must photograph each layer of art to make separate plates.
A)first cover
B)art set-up
C)ad foundation
D)camera-ready art
E)keystone art

Accepted Answer

When preparing mechanicals, the art elements must be properly positioned in the artwork (whether mechanical or computer generated) because the printer needs to have layers of art that can be reproduced individually. The total image is then constructed as each layer is printed over the previous one. Because the printer must photograph each layer to make separate plates, this kind of artwork is called camera-ready art.

Question 18

A(n) _____ is a complete assortment of capitals, small capitals, lowercase letters, numerals, and punctuation marks for a particular typeface and size.
A)symmetry
B)emphasis
C)font
D)accent
E)point

Accepted Answer

According to Ad Lab 12-A, a font is a complete assortment of capitals, small capitals, lowercase letters, numerals, and punctuation marks for a particular typeface and size.

Question 19

_____ refers to spreading or narrowing the spaces between letters that helps improve an ad's appearance and readability.
A)Leading
B)Stripping
C)Animation
D)Kerning
E)Platemaking

Accepted Answer

According to Ad Lab 12-A, kerning (spreading or narrowing the spaces between letters) also improves an ad's appearance and readability. The narrower the kerning, the more type can fit into the available space.

Question 20

In terms of the characteristics of type, _____ refers to adding extra space between lines to give a more "airy" feeling to the copy.
A)leading
B)kerning
C)closing
D)animation
E)stripping

Accepted Answer

According to Ad Lab 12-A, sometimes an art director adds extra space between lines (called leading) to give a more "airy" feeling to the copy. The name comes from the thin lead strips that used to be inserted between lines of metal type.

Quiz 12: Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Normal photographic paper (such as snapshots made with a camera) produces images in _____ that refers to black and white with shades of gray in between.

The production phase of the print production process involves:

Which of the following processes can simulate nearly all colors by combining the four primary colors and is used to print an ad in full color?

According to the classes of type used in advertising, _____ type is smaller and finer, used in body copy.

_____ refers to the process of mounting film negatives together in perfect registration onto opaque plastic sheets called flats during the prepress phase of print production.

Which of the following is done by artists to calculate the total block of space the type will occupy in relation to the typeface's letter size and proportions?

A high-contrast film yielding only black-and-white images with no gray tones is referred to as _____.

A(n) _____ is a single ink premixed according to a formula and given a specific color number.

In terms of production art for the printing process, _____ refers to black-and-white artwork.

In advertising, which of the following categories of paper is commonly used for direct-mail pieces?

The height of a character referred to as size is measured in _____ from the bottom of the descenders to the top of the ascenders.

According to the classes of type used in advertising, _____ type is larger and heavier than text type; useful in headlines, subheads, logos, and addresses, and for emphasis.

Which of the following categories of paper is commonly used for brochures in advertising?

For advertising purposes, which of the following categories of paper is commonly used for letters and fliers?

During the print production process, when artwork created using orthographic film is photographed as is, the result is known as a(n) _____.

In the _____ phase of the print production process, the printer makes a plate from the base art and one from each overlay. Each pasteup has to be photographed separately.

In terms of preparing mechanicals, _____ refers to artwork in which the printer must photograph each layer of art to make separate plates.

A(n) _____ is a complete assortment of capitals, small capitals, lowercase letters, numerals, and punctuation marks for a particular typeface and size.

_____ refers to spreading or narrowing the spaces between letters that helps improve an ad's appearance and readability.

In terms of the characteristics of type, _____ refers to adding extra space between lines to give a more "airy" feeling to the copy.