Advertising & IMC: Principles and Practice, 9e (Moriarty)Chapter 10 Visual Communication

1) Which of the following is NOT a key reason designers focus on the use of visuals in advertising?A) anchor associationsB) cement beliefC) communicate quicklyD) replace copyE) tell interesting storiesAnswer: DDiff: 2 Page Ref: 291Skill: ConceptAACSB: Communication abilitiesObjective: 10-1

2) In most marketing communication, the power to get attention lies primarily with the ________.A) visualB) audioC) scriptD) copyE) sound effectsAnswer: ADiff: 2 Page Ref: 291Skill: ConceptAACSB: Communication abilitiesObjective: 10-1

3) Who is the person most responsible for designing images that tell stories and create brand impressions in an advertisement?A) copywriterB) art directorC) producerD) designerE) photographerAnswer: BDiff: 2 Page Ref: 292Skill: ConceptObjective: 10-1

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4) A(n) ________ is the imprint used for immediate identification of a brand or company. A) iconB) logoC) brand imageD) designE) thumbnailAnswer: BDiff: 1 Page Ref: 295Skill: ConceptObjective: 10-1

5) Images from collections of copyright-free art that anyone who buys the service can use are known as ________.A) sepia imagesB) die-cut imagesC) process imagesD) public artE) clip artAnswer: EDiff: 1 Page Ref: 296Skill: ConceptObjective: 10-2

6) Copywriters and art directors who imagine what the finished ad might look like are engaged in ________.A) visualizationB) dubbingC) post productionD) stop actionE) surrealismAnswer: ADiff: 1 Page Ref: 296Skill: ConceptObjective: 10-2

7) Which of the following is NOT included in the art director's toolkit for print advertising?A) photosB) illustrationsC) typefacesD) layoutE) dubbingAnswer: EDiff: 2 Page Ref: 296Skill: ConceptObjective: 10-2

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8) When art directors use the word art, they usually mean ________.A) photographsB) illustrationsC) colorD) A and BE) A, B, and CAnswer: DDiff: 2 Page Ref: 296Skill: ConceptObjective: 10-2

9) Which of the following statements about photographs and illustrations is false?A) Most people feel that photographs lie because it is so easy to alter them with computer technology.B) A photograph is more realistic and an illustration is more fanciful.C) Illustrations eliminate many of the details you see in a photograph.D) Illustrations can focus attention on key details of the image.E) Illustrations can intensify meanings and moods.Answer: ADiff: 2 Page Ref: 296Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

10) Which of the following is a reason color is used in advertisements?A) attract attentionB) provide realismC) establish moodsD) build brand identityE) all of the aboveAnswer: EDiff: 1 Page Ref: 298Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

11) The use of _______ lends a dignity and sophistication to a visual.A) full colorB) spot colorC) blue and yellowD) red and orangeE) black and whiteAnswer: EDiff: 2 Page Ref: 300Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

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12) A second color used in addition to black-and-white is known as ________.A) mono colorB) single colorC) spot colorD) limited colorE) contrast colorAnswer: CDiff: 2 Page Ref: 300Skill: ConceptObjective: 10-2

13) Warm colors such as red, yellow, and orange convey ________.A) intellectB) alarmC) dangerD) happinessE) aloofnessAnswer: DDiff: 2 Page Ref: 300Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

14) What colors should an art director use if he or she wants to bring a friendly tone to an ad?A) deep blues and greensB) yellow and redC) cool colorsD) warm colorsE) pastel colorsAnswer: EDiff: 2 Page Ref: 300Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

15) The appearance of an ad's printed matter in terms of the style and size of typefaces is known as ________.A) mediumB) typographyC) layoutD) designE) classificationAnswer: BDiff: 1 Page Ref: 300Skill: ConceptObjective: 10-2

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16) The primary function of ________ is to convey the words of the message.A) typographyB) aestheticsC) unityD) balanceE) measurementAnswer: ADiff: 2 Page Ref: 300Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

17) What are the two major typeface families?A) point and fontB) face and sizeC) serif and sans serifD) justified and unjustifiedE) Times Roman and TimesAnswer: CDiff: 3 Page Ref: 301Skill: ConceptObjective: 10-2

18) Which of the following is NOT an aspect of typeface selection that designers must work with?A) digitizationB) capitalizationC) lowercaseD) legibilityE) weightAnswer: ADiff: 3 Page Ref: 301Skill: ConceptObjective: 10-2

19) How type relates to the margin is known as ________.A) weightB) postureC) pointsD) justificationE) legibilityAnswer: DDiff: 2 Page Ref: 301Skill: ConceptObjective: 10-2

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20) The ________ of type refers to how easy it is to perceive the letters.A) legibilityB) pointC) picaD) justificationE) typographyAnswer: ADiff: 1 Page Ref: 302Skill: ConceptObjective: 10-2

21) The typography presentation of white letters written on a dark background is known as ________.A) reverse typeB) negative typeC) white spaceD) surprintingE) ornamental typeAnswer: ADiff: 2 Page Ref: 301Skill: ConceptObjective: 10-2

22) Whether or not to use italic lettering is a(n) ________ decision.A) typefaceB) fontC) surprintingD) typesizeE) alignmentAnswer: ADiff: 2 Page Ref: 301Skill: ConceptObjective: 10-2

23) Which of the following does NOT hinder the legibility of print ads?A) reverse typeB) all capitalsC) left justificationD) ornamental typeE) surprinted typeAnswer: CDiff: 2 Page Ref: 301Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

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24) Running the type over another image in a print ad is known as ________.A) reverse typeB) surprintingC) over-printingD) bleed throughE) nonlinear typeAnswer: BDiff: 2 Page Ref: 301Skill: ConceptObjective: 10-2

25) Which of the following is a design principle that guides designers as they lay out an ad?A) directionB) dominanceC) unityD) balanceE) all of the aboveAnswer: EDiff: 2 Page Ref: 302Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

26) Which design principle describes how all of the elements in an ad come together?A) unityB) onenessC) simplicityD) directionE) proportionAnswer: ADiff: 2 Page Ref: 302Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

27) The saying "KISS" refers to the design principle of ______.A) unityB) movementC) simplicityD) directionE) proportionAnswer: CDiff: 2 Page Ref: 302Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

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28) A plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing in a print ad is called a(n) ________.A) action planB) creative planC) layoutD) storyboardE) thumbnail sketchAnswer: CDiff: 1 Page Ref: 303Skill: ConceptObjective: 10-2

29) Which of the following layouts uses a single dominant visual that occupies about 60 to 70 percent of the ad's space?A) picture windowB) all artC) dominant typeD) panelE) gridAnswer: ADiff: 2 Page Ref: 303Skill: ConceptObjective: 10-2

30) Which of the following is NOT a common type of ad layout?A) picture windowB) circusC) dominant typeD) nonlinearE) jumbledAnswer: EDiff: 2 Page Ref: 303Skill: ConceptObjective: 10-2

31) A layout that uses a number of visuals of matched or proportional sizes is known as ________.A) picture windowB) nonlinearC) dominant typeD) panel or gridE) symmetricalAnswer: DDiff: 2 Page Ref: 303Skill: ConceptObjective: 10-2

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32) A contemporary style of layout that can be read starting at any point in the image is known as ________.A) circusB) panel or gridC) jumbledD) picture windowE) nonlinearAnswer: EDiff: 2 Page Ref: 303Skill: ConceptObjective: 10-2

33) A ________ layout type may have art, but it is either embedded in the copy or placed in a subordinate position.A) copy dominantB) circusC) panelD) nonlinearE) picture windowAnswer: ADiff: 2 Page Ref: 303Skill: ConceptObjective: 10-2

34) A ________ layout combines lots of elements to deliberately create a busy image.A) dominantB) circusC) panelD) nonlinearE) circularAnswer: BDiff: 2 Page Ref: 303Skill: ConceptObjective: 10-2

35) A(n) ________ layout type emphasizes the type rather than the art.A) all copyB) circusC) panelD) nonlinearE) picture windowAnswer: ADiff: 2 Page Ref: 303Skill: ConceptObjective: 10-2

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36) Which of the following is NOT a stage in the normal development of a print ad?A) storyboardB) thumbnail sketchesC) rough layoutsD) semicompsE) All of the above are stages in the normal development of a print ad.Answer: ADiff: 3 Page Ref: 304Skill: ConceptObjective: 10-2

37) Quick, miniature, preliminary sketches are known as ________.A) rough layoutsB) semicompsC) storyboardsD) thumbnail sketchesE) mechanicalsAnswer: DDiff: 1 Page Ref: 304Skill: ConceptObjective: 10-2

38) In which layout stage of a print ad are the elements assembled in their final position for reproduction?A) thumbnail sketchesB) comprehensivesC) mechanicalsD) rough layoutsE) semicompsAnswer: CDiff: 1 Page Ref: 304Skill: ConceptObjective: 10-2

39) Which of the following refers to the way elements in a picture are arranged or framed through a camera lens?A) balanceB) directionC) compositionD) functionE) movementAnswer: CDiff: 1 Page Ref: 304-305Skill: ConceptObjective: 10-2

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40) Inexpensive, rough-surfaced, spongy paper that quickly absorbs ink on contact is known as ________.A) quick paperB) newsprintC) die cut paperD) halftoned paperE) registered paperAnswer: BDiff: 1 Page Ref: 305Skill: ConceptAACSB: Communication abilitiesObjective: 10-3

41) Color that aligns exactly with the image in a print ad is said to be ________.A) registeredB) justifiedC) halftonedD) screenedE) centeredAnswer: ADiff: 1 Page Ref: 305Skill: ConceptAACSB: Communication abilitiesObjective: 10-3

42) For impact, colors on a billboard should have maximum ________.A) varietyB) unityC) contrastD) shadowingE) separationAnswer: CDiff: 2 Page Ref: 305Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

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43) In an outdoor board, typography should be ________.A) contrasted with the backgroundB) contrasted with the foregroundC) complexD) all-capital lettersE) uncluttered Answer: EDiff: 2 Page Ref: 306Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

44) What are the two general types of printed images?A) formal and informalB) digitizations and illustrationsC) color and sepiaD) line art and halftoneE) tint blocks and halftoneAnswer: DDiff: 2 Page Ref: 306Skill: ConceptObjective: 10-3

45) Photographs are considered which type of printed image?A) formalB) halftoneC) tint blockD) line artE) informalAnswer: BDiff: 2 Page Ref: 306Skill: ConceptObjective: 10-3

46) Printers create the illusion of shades of color by using dots of color surrounded by ________.A) tint blocksB) tint screensC) color separationsD) offset printsE) white spaceAnswer: EDiff: 2 Page Ref: 307Skill: ConceptObjective: 10-3

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47) Full-color images are reproduced using four distinctive shades of ink called ________.A) process colorsB) primary colorsC) basic colorsD) halftonesE) tint blocksAnswer: ADiff: 1 Page Ref: 307Skill: ConceptObjective: 10-3

48) Full-color images are reproduced using four distinctive shades of ink in a process called ________.A) full-color printingB) four-color printingC) tint blockingD) color surprintingE) color transferringAnswer: BDiff: 1 Page Ref: 307Skill: ConceptObjective: 10-3

49) The process printers use to reduce the original color image to four halftone negatives is called ________.A) tint reductionB) color separationC) offsettingD) tint blockingE) tipping inAnswer: BDiff: 1 Page Ref: 307Skill: ConceptObjective: 10-3

50) Which of the following is NOT considered a process color?A) blackB) magentaC) cyanD) yellowE) brownAnswer: EDiff: 2 Page Ref: 307Skill: ConceptObjective: 10-3

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51) ________ creates a raised surface on paper, and ________ creates a depressed image in paper.A) Formal printing; informal printingB) Tipping out; tipping inC) Embossing; debossingD) On-stamping; in-stampingE) Overlaying; inlayingAnswer: CDiff: 2 Page Ref: 308Skill: ConceptObjective: 10-3

52) The application of a thin metallic coating molded to the surface of the image with heat and pressure is called ________.A) foil stampingB) embossingC) debossingD) digitizingE) overlayingAnswer: ADiff: 2 Page Ref: 308Skill: ConceptObjective: 10-3

53) Separate preprinted ads provided by the advertiser to be glued into a publication as the publication is being assembled are known as ________.A) embossesB) die-cutsC) foil stampsD) overlaysE) tip-insAnswer: EDiff: 2 Page Ref: 308Skill: ConceptObjective: 10-3

54) Previously recorded images, either video, still slides, or moving film are known as ________.A) morphsB) stock footageC) tip-insD) photostatsE) clip artAnswer: BDiff: 1 Page Ref: 309Skill: ConceptObjective: 10-4

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55) A set of computer-generated letters that appear to be moving across the bottom of the television screen is known as a(n) ________.A) crawlB) morphC) tip-inD) registerE) overwriteAnswer: ADiff: 1 Page Ref: 310Skill: ConceptObjective: 10-4

56) A video technique in which one object gradually changes into another is called ________.A) crawlingB) image transferC) morphingD) interlockingE) dubbingAnswer: CDiff: 1 Page Ref: 310Skill: ConceptObjective: 10-4

57) A(n) ________ writes the script for a broadcast production.A) copywriterB) arrangerC) producerD) directorE) editorAnswer: ADiff: 1 Page Ref: 311Skill: ConceptObjective: 10-4

58) The ________ develops the storyboard and establishes the look of the commercial.A) copywriterB) art directorC) producerD) directorE) arrangerAnswer: BDiff: 2 Page Ref: 311Skill: ConceptObjective: 10-4

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59) The ________ takes charge of the production arrangements and makes sure the expenses and bids come in under budget.A) copywriterB) art directorC) producerD) directorE) arrangerAnswer: CDiff: 2 Page Ref: 311Skill: ConceptObjective: 10-4

60) The ________ has responsibility for the actual filming of the TV commercial.A) editorB) art directorC) producerD) directorE) arrangerAnswer: DDiff: 2 Page Ref: 311Skill: ConceptObjective: 10-4

61) Moving an inanimate object a bit at a time and filming it frame by frame is known as ________.A) stop motionB) stop actionC) micro filmingD) slow motionE) step motionAnswer: ADiff: 1 Page Ref: 312Skill: ConceptObjective: 10-4

62) Which of the following is NOT a step of the television production process?A) preproductionB) postproductionC) shortsD) the shootE) message designAnswer: CDiff: 2 Page Ref: 313Skill: ConceptObjective: 10-4

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63) Finding the right director, locating or building a set, and casting the talent are elements of which step in the production of a television commercial?A) message designB) preproductionC) productionD) postproductionE) shortsAnswer: BDiff: 2 Page Ref: 313Skill: ConceptObjective: 10-4

64) During a television commercial shoot, which technician moves props and sets and lays tracks for the dolly on which the camera is mounted?A) gripB) gafferC) camera crewD) shoot clerkE) mixerAnswer: ADiff: 2 Page Ref: 314Skill: ConceptObjective: 10-4

65) Rough versions of the commercial assembled from cuts of the raw film footage are known as ________.A) dailiesB) rushesC) rough cutsD) interlocksE) answer printsAnswer: BDiff: 2 Page Ref: 313-314Skill: ConceptObjective: 10-4

66) What term refers to the postproduction process of assembling the various pieces of the film into the same sequence as the storyboard?A) dubbingB) release printingC) refocusD) video editingE) transitionAnswer: DDiff: 2 Page Ref: 314Skill: ConceptObjective: 10-4

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67) Which of the following represents the correct order of the television postproduction output?A) dailies, rushes, rough cut, interlock, release printB) interlock, rough cut, answer print, release printC) rough cut, interlock, release print, duplicate printD) rough cut, interlock, answer print, release printE) interlock, dubbed print, answer printAnswer: DDiff: 3 Page Ref: 314-316Skill: ConceptObjective: 10-4

68) The final version of a television commercial with the sound and film mixed together is called a(n) ________.A) interlockB) answer printC) release printD) dubbed printE) rush printAnswer: BDiff: 1 Page Ref: 314Skill: ConceptObjective: 10-4

69) Because users can create their own paths through a website, designers have to make sure that their sites have clear ________.A) URLsB) networksC) sequencingD) navigationE) pop-upsAnswer: DDiff: 2 Page Ref: 318Skill: ConceptAACSB: Use of information technologyObjective: 10-5

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70) If a website's ________ is cluttered or unclear, website visitors will likely give up and move on to some other site.A) banner adB) URLC) navigationD) pop-upE) clickthrough rateAnswer: CDiff: 2 Page Ref: 318Skill: ConceptAACSB: Use of information technologyObjective: 10-5

71) In effective advertising, the visuals work together with the words to present the creative concept.Answer: TRUEDiff: 2 Page Ref: 291Skill: ConceptAACSB: Communication abilitiesObjective: 10-1

72) Words are generally better than visuals at getting and keeping attention.Answer: FALSEDiff: 2 Page Ref: 291Skill: ConceptAACSB: Communication abilitiesObjective: 10-1

73) Undifferentiated products with low inherent interest can be distinguished by linking the product with a visual representing lifestyles and types of users.Answer: TRUEDiff: 2 Page Ref: 291Skill: ConceptAACSB: Communication abilitiesObjective: 10-1

74) The visual's only function in an advertisement is to get attention.Answer: FALSEDiff: 2 Page Ref: 292Skill: ConceptAACSB: Communication abilitiesObjective: 10-1

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75) The person most responsible for creating visual impact is the creative director.Answer: FALSEDiff: 2 Page Ref: 292Skill: ConceptAACSB: Communication abilitiesObjective: 10-1

76) The art director's toolkit for print advertising includes the photos, illustrations, typeface, color, and layout of the proposed ad.Answer: TRUEDiff: 2 Page Ref: 296Skill: ConceptObjective: 10-2

77) When art directors use the word art, they mean only illustrations.Answer: FALSEDiff: 2 Page Ref: 296Skill: ConceptObjective: 10-2

78) Print ads with color tend to get more attention than ads without color.Answer: TRUEDiff: 2 Page Ref: 298Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

79) Cool colors, such as blue and green, convey happiness.Answer: FALSEDiff: 2 Page Ref: 300Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

80) The appearance of the ad's printed matter in terms of the style and size of typefaces is known as typography.Answer: TRUEDiff: 1 Page Ref: 300Skill: ConceptAACSB: Communication abilitiesObjective: 10-2

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81) Through balance, all the elements in an ad fuse into one coherent image and the pieces become a whole.Answer: FALSEDiff: 2 Page Ref: 302Skill: ConceptObjective: 10-2

82) A basic design principle is "Less is more."Answer: TRUEDiff: 2 Page Ref: 302Skill: ConceptObjective: 10-2

83) A circus layout combines lots of elements art, type, color to deliberately create a busy, jumbled image.Answer: TRUEDiff: 2 Page Ref: 303Skill: ConceptObjective: 10-2

84) The layout stage in which the elements are assembled in their final position for reproduction is known as a comprehensive.Answer: FALSEDiff: 2 Page Ref: 304Skill: ConceptObjective: 10-2

85) One problem with using color in newspaper advertising is that because of the limitations of the printing process, the color may not be perfectly in register.Answer: TRUEDiff: 2 Page Ref: 305Skill: ConceptAACSB: Communication abilitiesObjective: 10-3

86) A key to an effective outdoor board is eye-stopping graphics.Answer: TRUEDiff: 1 Page Ref: 305Skill: ConceptAACSB: Communication abilitiesObjective: 10-3

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87) On an outdoor board, the product or brand label may be hundreds of times larger than in real life.Answer: TRUEDiff: 2 Page Ref: 305Skill: ConceptObjective: 10-3

88) Designers of outdoor advertising should make the relationship between foreground and background as obvious as possible.Answer: TRUEDiff: 2 Page Ref: 306Skill: ConceptObjective: 10-3

89) The two general types of printed images are photographs and illustrations.Answer: FALSEDiff: 2 Page Ref: 306Skill: ConceptObjective: 10-3

90) Color is reproduced by setting up a printing press with a separate ink roller for every hue and value in a color photo.Answer: FALSEDiff: 2 Page Ref: 307Skill: ConceptObjective: 10-3

91) The process printers use to reduce the original color image to four halftone negatives is called color separation.Answer: TRUEDiff: 2 Page Ref: 307Skill: ConceptObjective: 10-3

92) Tip-ins are separate preprinted ads provided by the advertiser to be glued into a publication as the publication is being assembled.Answer: TRUEDiff: 2 Page Ref: 308Skill: ConceptObjective: 10-3

93) Morphing is a video technique in which one object gradually changes into another.Answer: TRUEDiff: 1 Page Ref: 310Skill: ConceptObjective: 10-4

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94) The producer is the person responsible for the actual filming of a television commercial.Answer: FALSEDiff: 2 Page Ref: 311Skill: ConceptObjective: 10-4

95) The director has responsibility for the actual filming of a TV commercial, including how long the scene runs.Answer: TRUEDiff: 2 Page Ref: 311Skill: ConceptObjective: 10-4

96) Stop motion and claymation are two types of animation.Answer: TRUEDiff: 3 Page Ref: 312Skill: ConceptObjective: 10-4

97) The four major steps in the production of a television commercial are message design, preproduction, the shoot, and postproduction.Answer: TRUEDiff: 2 Page Ref: 313Skill: ConceptAACSB: Communication abilitiesObjective: 10-4

98) Dailies are rough versions of the commercial assembled from cuts of the raw film footage.Answer: FALSEDiff: 2 Page Ref: 313-314Skill: ConceptObjective: 10-4

99) The result of the editor's initial work is called an interlock, which is a preliminary edited version of the story that is created when the editor chooses the best shots and assembles them to create a scene.Answer: FALSEDiff: 2 Page Ref: 314Skill: ConceptObjective: 10-4

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100) Web designers are able to use different tools than those that are available to other types of art directors.Answer: TRUEDiff: 2 Page Ref: 316Skill: ConceptAACSB: Use of information technologyObjective: 10-5

101) 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.Answer: TRUEDiff: 3 Page Ref: 300Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-2

102) Type in print ads has an aesthetic as well as a functional role.Answer: TRUEDiff: 2 Page Ref: 300Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-2

103) An advertiser that wants to soften its brand image would likely switch from using light typeface to boldface in its print advertisements.Answer: FALSEDiff: 2 Page Ref: 302Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-2

104) The video equivalent of a rough layout for a print ad is a storyboard.Answer: TRUEDiff: 3 Page Ref: 305Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-2

105) 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.Answer: TRUEDiff: 3 Page Ref: 305Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-3

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106) Discuss how the use of visuals can be related to the Facets Model of Effects.Answer: Designers focus on six key reasons for the effective use of visuals in advertising:(1) Grab Attention –Generally visuals are better than words at getting and keeping attention.(2) Stick in Memory –Visuals stick in the mind because people generally remember messages as visual fragments or key images that are filed easily in their minds.(3) Cement Belief –Seeing is believing, so visuals that demonstrate add credibility to a message.(4) Tell Interesting Stories –Visual storytelling is engaging and maintains interest.(5) Communicate Quickly –Pictures tell stories faster than words because a picture communicates instantly. Consumers have to decipher verbal/written communication word-by-word, sentence-by-sentence, line-by-line.(6) Anchor Associations –To distinguish undifferentiated products with low inherent interest, advertisers often link the product with visual associations representing lifestyles and types of users.Diff: 3 Page Ref: 291Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-1

107) Name and describe primary elements of the art director's toolkit for print advertising.Answer: The art director's toolkit for print advertising includes the photos, illustrations, typefaces, color, and layout of the proposed ad.

Illustrations and Photos When art directors use the word art, they usually mean photographs and illustrations. Photography has an authenticity that makes it powerful whereas illustrations are more fanciful. Illustrations eliminate many of the details you see in a photograph, often making it easier to understand.

Color is used to attract attention, provide realism, establish moods, and build brand identity. Print ads with color get more attention than do ads without color. However, black-and-white also lends a dignity and sophistication to the visual. Ads can also use spot color, a color in addition to black and white to highlight important elements.

Typography is the appearance of the ad's printed matter in terms of the style and size of typefaces. Art directors' concerns include fonts, justification, type measurement, and legibility.

Finally, a layout is a plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing. Some common types of ad layouts the art director might use are picture window, all art, panel or grid, dominant type or all copy, circus, and nonlinear. Finally, several design principles guide designers as they lay out an ad, such as direction, dominance, unity, white space, contrast, balance, proportion, and simplicity.Diff: 3 Page Ref: 296-303Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-2

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108) Explain what layout means, and compare the common ad layouts the art director might use.Answer: A layout is a plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing. Some common types of ad layouts the art director might use are:(1) Picture Window –One of the most common formats; it uses a single, dominant visual that occupies about 60 to 70 percent of the ad's space.(2) All Art –Art fills the frame of the ad and the copy is embedded in the picture.(3) Panel or Grid –Can use a number of visuals of matched or proportional sizes. If there are multiple panels all of the same size, the layout can look like a window pane or comic strip panel.(4) Dominant Type or All Copy –Layout that emphasizes the type rather than the art, or even an all-copy ad in which the headline is treated as type art. A copy-dominant ad may have art, but it is either embedded in the copy or placed in a subordinate position, such as at the bottom of the layout.(5) Circus –Combines lots of elements –art, type, color –to deliberately create a busy, jumbled image. This is typical of some discount store ads or ads for local retailers, such as tire companies.(6) Nonlinear –A contemporary style of layout that can be read starting at any point in the image, meaning the direction of viewing is not ordered. This style of ad layout works for young people, but it is not as effective for older generations.Diff: 3 Page Ref: 303Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-2

109) 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.Answer: Full-color images are reproduced using four distinctive shades of ink called process colors, in a process called four-color printing. These colors are magenta (a shade of pinkish purple), cyan (a shade of bright blue), yellow, and black. Printing inks are transparent, so when one ink overlaps another, a third color is created and that's how the full range of colors is created. The black is used for type and, in four-color printing, adds depth to the shadows and dark tones in an image. The process printers use to reduce the original color image to four halftone negatives is called color separation.Diff: 3 Page Ref: 307Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-3

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110) Name the four steps in the production of a television commercial, and discuss some of the activities associated with each.Answer: In general, there are four steps in the production of a television commercial:(1) Message Design –Includes getting client approval on the advertising strategy, choosing the message format, creating a key frame, writing the script, storyboarding the action and scenes, and getting client approval of script and storyboard.(2) Preproduction –Develop a set of production notes describing in detail every aspect of the production. Activities at this stage include find the right director; find the production house or animation house; work out details in preproduction meetings; locate or build the set; cast the talent; locate props, costumers, and photographic stills; and get bids for all the production operations.(3) Production (the Shoot) –The director manages the shoot, and activities include: record the action on film; record music, voices, and sound effects; create the onscreen graphics; and create computer graphics.(4) Postproduction –When the commercial begins to emerge from the hands and mind of the editor. Activities include: edit the film, mix the audio track, synchronize the video and the audio, give a presentation tape to client for approval, and duplicate videotapes for distribution. Diff: 3 Page Ref: 313-314Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-4

111) What was the challenge facing the advertising agency that developed the campaign for Altoids described in the chapter's opening vignette?A) to increase awareness of a new line of mintsB) to increase awareness of the brand among children younger than 12 years oldC) to depict visually the impact of the flavorD) to communicate to consumers the superior quality of the Altoids brandE) to communicate to consumers the price/value relationship of AltoidsAnswer: CDiff: 2 Page Ref: 290-291Skill: ApplicationAACSB: Analytic skillsObjective: 10-1

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112) The Michelin Man is an illustration that appears in many advertisements for Michelin tires. The Michelin Man, who is made of tires, represents the brand. The Michelin Man is an example of a ________.A) logoB) positionC) brand iconD) brand imageE) thumbnailAnswer: CDiff: 2 Page Ref: 295Skill: ApplicationAACSB: Analytic skillsObjective: 10-1

113) Arthur works at an advertising agency and is in charge of the visual look of the message, both in print and TV, and how it communicates mood, product qualities, and psychological appeals. He makes decisions about whether to use art or photography in print, film or animation in television, and what type of artistic style to use. He was trained in graphic design and designs ads, but he rarely creates the finished art. What is Arthur's job title?A) producerB) art directorC) advertising directorD) creative directorE) creative strategistAnswer: BDiff: 2 Page Ref: 296Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

114) Stan is a copywriter and Bob is an art director working on a client's account. They are brainstorming ideas and trying to imagine what the finished ad might look like. What technique should they use?A) creative aerobicsB) thought listingC) "drawing on the right side of the brain"D) visualizationE) image transferAnswer: DDiff: 2 Page Ref: 296Skill: ApplicationAACSB: Reflective thinking skillsObjective: 10-2

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115) Quiana is an art director working on a print ad for a new client. The client wants the ad to stress the credibility of the product. Which of the following types of art should Quiana choose?A) illustrationB) photographC) spot colorD) embossingE) line artAnswer: BDiff: 2 Page Ref: 296Skill: ApplicationAACSB: Reflective thinking skillsObjective: 10-2

116) Rahim is an art director developing an advertising campaign for a new online multiplayer game. The game allows players to create characters who interact in an imaginative environment with characters created by other players. Which of the following types of art should Rahim choose for the campaign?A) illustrationB) photographC) spot colorD) embossingE) halftoneAnswer: ADiff: 2 Page Ref: 297Skill: ApplicationAACSB: Reflective thinking skillsObjective: 10-2

117) As you're flipping through the newspaper, your eye catches a bright blue graphic in an ad for a new restaurant. This ad uses ________ to attract attention.A) off-set printingB) tip-insC) color separationD) four-color printingE) spot colorAnswer: EDiff: 2 Page Ref: 300Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

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118) Kindrella is trying to convey happiness in a print ad. Which of the following color(s) should she use in the ad?A) yellowB) orangeC) redD) A and BE) A, B, and CAnswer: EDiff: 2 Page Ref: 300Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

119) Typeface that looks like this ABCDEFGHIJK... is known as ________.A) serifB) sans serifC) block printingD) ornamentalE) surprintedAnswer: BDiff: 2 Page Ref: 301Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

120) In finalizing a newspaper ad, Mandeep is considering changing the spot color from blue to red. In terms of design, Mandeep is considering a(n) ________ change.A) functionalB) aestheticC) balanceD) movementE) complexityAnswer: BDiff: 3 Page Ref: 302Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

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121) A print advertisement for Hyatt is dominated by the image of a woman sitting on a pristine beach, gazing out at a calm ocean. Text below the image reads "Hyatt. You're more than welcome." The ad also includes a Hyatt website address. Which type of layout does this ad use?A) picture windowB) circusC) panelD) nonlinearE) dominant typeAnswer: ADiff: 2 Page Ref: 303Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

122) A print advertisement for Bloomingdale's features seven separate photographs of products for a trip to the beach, including sunglasses and a beach bag. The largest image in the ad is a photograph of a famous surfer. The headline for the ad appears above the photographs, and smaller text providing details on the products and the sale appear below the photographs. Which type of layout does this ad use?A) picture windowB) circusC) panelD) nonlinearE) dominant typeAnswer: CDiff: 2 Page Ref: 303Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

123) A print advertisement for a movie features boldfaced, all caps quotes from respected movie critics praising the film, the title of the movie, and the names of the actors appearing in the movie. The ad uses only black, white, and red ink. Which type of layout does this ad use?A) picture windowB) circusC) panelD) nonlinearE) dominant typeAnswer: EDiff: 2 Page Ref: 303Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

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124) Saul is taking a sample layout of a new print advertisement to a meeting with the client for approval. This layout is most likely in the ________ stage.A) thumbnailB) panelC) semicompD) high-resolution filmE) roughAnswer: CDiff: 2 Page Ref: 304Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

125) Mmmints, the maker of a line of breath mints, is launching a new flavor. The company's agency has created an advertisement that includes a flavor strip, which will allow consumers to experience the taste of the new product. This advertisement is an example of a(n) ________.A) tip-inB) embossingC) stampingD) debossingE) die-cutAnswer: ADiff: 2 Page Ref: 308Skill: ApplicationAACSB: Analytic skillsObjective: 10-2

126) 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) producerB) directorC) arrangerD) composerE) talentAnswer: DDiff: 2 Page Ref: 311Skill: ApplicationAACSB: Analytic skillsObjective: 10-4

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127) A four-color, full-page advertisement for a sale at a local retailer appeared in the Sunday newspaper. The ad featured several images of products that would be on sale. The color images, however, were somewhat blurry. Which of the following best explains why the images were blurry?A) The glossy paper used by newspapers is not the best surface for reproducing fine details.B) The color was not perfectly registered.C) The advertisement used continuous tones rather than half tones.D) The advertisement used half tones rather than continuous tones.E) The advertisement did not use enough white space.Answer: BDiff: 3 Page Ref: 305Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-3

Refer to the following passage to answer the questions below.

A television ad for Meridia, a prescription medication for the management of obesity, begins by showing a close-up of a cute, pudgy baby's face while the copy says something to the effect that doctors have been concerned about your weight all your life. The baby's face gradually turns into that of a woman who is attractive yet overweight, and the copy indicates that Meridia can help –just ask your doctor. Then the scene shifts, rather abruptly, to the name of the prescription medication.

128) The art director wants to purchase a previously recorded image of a baby's face rather than going through the process of casting and abiding by all the regulations for working with minors. What could the art director use?A) pre-shot footageB) open footageC) stock footageD) proprietary footageE) dubbed footageAnswer: CDiff: 2 Page Ref: 309Skill: ApplicationAACSB: Analytic skillsObjective: 10-4

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129) The art director wants to purchase a previously recorded image of a baby's face rather than going 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 designB) editingC) preproductionD) productionE) postproductionAnswer: CDiff: 3 Page Ref: 313Skill: ApplicationAACSB: Analytic skillsObjective: 10-4

130) The technique in which the baby's face gradually changes into a woman's face is known as ________.A) die-cuttingB) debossingC) morphingD) interlockingE) dubbingAnswer: CDiff: 2 Page Ref: 310Skill: ApplicationAACSB: Analytic skillsObjective: 10-4

131) Describe the challenge that was facing the creative team for the Altoids campaign described in the chapter's opening vignette.Answer: The challenge was to create advertising that would bring to life the intense flavor of this extreme mint. The challenge was to depict visually the impact of this flavor what it's like to suck on this miniature atom bomb and dramatize the brand slogan, "Curiously Strong Mints."Diff: 2 Page Ref: 289-290Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-1

132) Explain why pictures are important in print ads.Answer: Visuals capture more attention with words, and bigger illustrations tend to capture more attention. The right visual can pull readers into the body copy of an ad.Diff: 2 Page Ref: 291-292Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-1

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133) Explain why there is a tension in advertising between creativity and responsibility to a brand image.Answer: A brand image is established over years and many market communication campaigns; new marketing communications should be creative but should not interfere with the established brand image without strategic cause.Diff: 3 Page Ref: 295Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-1

134) Explain why an illustration might be easier than a photograph to understand.Answer: An illustration can leave out many details that appear in a photograph, making it easier for the viewer to focus on the main idea of the image.Diff: 3 Page Ref: 296Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-1

135) Compare and contrast functional and aesthetic needs in design.Answer: Functional needs involve making the visual message easy to perceive; aesthetic needs involve making the visual attractive and pleasing to the eye.Diff: 3 Page Ref: 302Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-2

136) Explain the two ways videographers and photographers handle composition.Answer: Videographers and photographers handle composition by placing or arranging the elements in front of their cameras or by manipulating their own point of view if the elements can't be moved. Diff: 2 Page Ref: 305Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-2

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137) The Institute for Outdoor Advertising (IOA) recommends several tips for designers. Discuss three of them.Answer: Students can discuss any three of the following:(1) Graphics –Make the illustration an eye-stopper.(2) Size –Images in billboards are huge. The product or the brand label can be hundreds of times larger than life.(3) Colors –Use bold, bright colors. The greatest impact is created by maximum contrast between two colors such as dark colors against white or yellow.(4) Figure/Ground –Make the relationship between foreground and background as obvious as possible. The background should never compete with the subject.(5) Typography –Use a simple, clean, uncluttered type that is easy to read at a distance by an audience in motion. (6) Product Identification –Focus attention on the product by reproducing the label or package in a huge size.(7) Extensions –Extend the frame of the billboard to expand the scale and break away from the limits of the long rectangle.(8) Shape –For visual impact, create the illusion of three-dimensional effects by playing with horizons, vanishing lines, and dimensional boxes.(9) Motion –Add motors to boards to make pieces and parts move. Disklike wheels and glittery things that flicker in the wind create the appearance of motion, color change, and images that squeeze, wave, or pour. Use revolving panels, called kinetic boards, for messages that change. Diff: 2 Page Ref: 305-306Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-3

138) Compare and contrast the two general types of printed images.Answer: There are two general types of printed images: line art and halftone. A drawing or illustration is called line art because the image is solid lines on a white page. Photographs, referred to as continuous tone or halftone, are much more complicated to reproduce. They have a range of gray tones between black and white. Diff: 3 Page Ref: 306Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-3

139) Explain how printers use screens to create the illusion of shades of colors.Answer: Printers create the illusion of shades by converting continuous-tone art and photos to halftones by shooting the original photograph through a fine screen. The screened image is converted to a pattern of dots that gives the illusion of shades dark areas are large dots that fill the screen and light areas are tiny dots surrounded by white space. The quality of the image depends on how fine the screen is.Diff: 3 Page Ref: 307Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-3

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140) Compare and contrast the responsibilities of a producer and a director in a broadcast production.Answer: The producer takes charge of the production, handles the bidding and all production arrangements, finds the specialists, arranges for casting talent, and makes sure the expenses and bids come in under budget. The director has responsibility for the actual filming or taping, including scene length, who does what, how lines are spoken and the characters played, and how the camera records the flow of action.Diff: 2 Page Ref: 311Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-4

141) Compare and contrast the responsibilities of a composer and an arranger working on a broadcast production.Answer: The composer writes original music and sometimes writes the lyrics along with the music. The arranger takes the original music and orchestrates the various instruments and voices to make the music fit a scene or copy line. Diff: 2 Page Ref: 311Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-4

142) 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? Answer: These roles are part of the production (the shoot) stage of the TV production process. The grip is a person who moves props and sets and lays tracks for the dolly on which the camera is mounted. The script clerk checks the dialogue and other script details and times the scenes.Diff: 3 Page Ref: 313-314Skill: SynthesisAACSB: Reflective thinking skillsObjective: 10-4

143) Describe a web designer's toolkit.Answer: Web designers work with animation effects, sophisticated navigation paths, and streaming video. Diff: 2 Page Ref: 316Skill: SynthesisAACSB: Use of information technologyObjective: 10-5

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144) How do banner ads compare to outdoor boards?Answer: Banner ads are designed more like outdoor boards than conventional print ads because their small space puts intense requirements on the designer to make the ad communicate quickly and succinctly, and yet attract attention and curiosity to elicit a click-through response.Diff: 3 Page Ref: 316Skill: SynthesisAACSB: Use of information technologyObjective: 10-5

145) 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?Answer: The navigation must be clear, making it easy for customers to move through the site, find the information they want, and respond. Problems to avoid are navigation that is cluttered or unclear. Regular users should be able to customize the site to fit their own interests and navigation patterns.Diff: 3 Page Ref: 318Skill: SynthesisAACSB: Use of information technologyObjective: 10-5

Refer to the following passage to answer the questions below.

Kimberly is an art director at an advertising agency, and she is developing the print campaign for one of the agency's clients. The clients don't have a large budget, so they would like to keep the costs of production as low as possible; this means that the creation of original art in their ads is not feasible. The desired look of the ads is formal, and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual. She also wants the layouts to be formal because the product is financial services targeted to consumers 50+ years old.

146) Considering that 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?Answer: She can use clip art, which are image collections of copyright-free art that anyone who buys the clip-art service can use.Diff: 2 Page Ref: 296Skill: ApplicationAACSB: Reflective thinking skillsObjective: 10-2

147) What color or colors should Kimberly use to convey the mood she desires?Answer: Cool colors, such as blue and green, are aloof, calm, serene, reflective, and intellectual.Diff: 2 Page Ref: 300Skill: ApplicationAACSB: Reflective thinking skillsObjective: 10-2

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148) 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.Answer: The dominant type or all copy layout would serve Kimberly well. This layout emphasizes type and copy, and any art is embedded in the copy or placed in a subordinate position, such as at the bottom of the layout.Diff: 2 Page Ref: 303Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-2

149) Kimberly is considering using visuals of matched or proportional sizes. Name and describe the appropriate layout she should use.Answer: The panel or grid layout can use a number of visuals of matched or proportional sizes. If there are multiple panels all of the same size, the layout can look like a window pane.Diff: 2 Page Ref: 303Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-2

150) Which design principles are most appropriate for what Kimberly wants to do? Answer: The design principles of balance and simplicity seem most applicable here. Diff: 2 Page Ref: 302Skill: Critical ThinkingAACSB: Reflective thinking skillsObjective: 10-2

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