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adw Flashcards

dwa (46 cards)

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1
Q

Who designed and built the first known printing press?

A

Johannes Gutenberg around 1440

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2
Q

What year was the first newspaper published and by whom?

A

1609 by Johann Carolus

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3
Q

What are the key characteristics of newspaper advertising?

A
  • Wide reach
  • Local/regional focus
  • Classified ads and display ads
  • Cost-effective
  • Time-sensitive
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4
Q

What are the advantages of magazine advertising?

A
  • Targeted audiences
  • High-quality imagery
  • Long shelf life
  • Editorial integration
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5
Q

What type of advertising focuses on business listings and has a low cost?

A

Directories

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6
Q

What are the characteristics of out-of-home advertising?

A
  • High visibility
  • Large format
  • Location-based
  • Short message focus
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7
Q

List the key elements of copywriting for print ads.

A
  • Headline
  • Subheadline
  • Body copy
  • Call-to-action (CTA)
  • Visuals and design
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8
Q

What is the purpose of a headline in print advertising?

A

To grab attention immediately

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9
Q

What type of headline is simple and to the point?

A

The Direct Headline

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10
Q

Why do indirect headlines work?

A
  • Curiosity
  • Emotion
  • Engagement
  • Unconventionality
  • Promise
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11
Q

What is a news headline designed to do?

A

Make an announcement about something new and exciting

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12
Q

Fill in the blank: A _______ headline promises to provide a solution to a problem.

A

How-To

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13
Q

What is the purpose of a call-to-action (CTA)?

A

To prompt the audience to take a specific action

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14
Q

What makes visuals and design important in print advertising?

A
  • Captures attention
  • Conveys emotions
  • Communicates the message effectively
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15
Q

What are the key elements of visuals and design?

A
  • Layout
  • Typography
  • Color
  • Imagery
  • Contrast
  • Whitespace
  • Visual hierarchy
  • Textures and patterns
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16
Q

What is the purpose of the layout in print ads?

A

To arrange the format elements of an ad

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17
Q

What type of layout is characterized by a single visual covering 60-70% of the space?

A

Picture-window layout

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18
Q

What is the first stage of print production?

A

Pre-Production (Planning and Prep)

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19
Q

Name one common printing method used for large quantities.

Study These Flashcards
A

Offset Printing

20
Q

What is giclee printing known for?

Study These Flashcards
A

High-res inkjet printers producing museum-quality prints

21
Q

True or False: Typography is the art of arranging text to make it visually appealing.

22
Q

What does kerning adjust in typography?

Study These Flashcards
A

Space between individual letters

23
Q

What is the importance of color in print advertising?

Study These Flashcards
A
  • Attracts attention
  • Creates emotional connections
  • Enhances brand identity
24
Q

What does CMYK stand for in color printing?

Study These Flashcards
A

Cyan, Magenta, Yellow, Black

25
What is the purpose of the post-production stage in print production?
To add finishing touches and distribute the final product
26
What are the characteristics of effective subheads?
* Clarifying the main message * Supporting the headline * Engaging and informative * Benefit-focused
27
What technology is used to create replicas of artworks and sculptures?
3D scanning and printing ## Footnote This technology allows for the exact replication of forms.
28
What is one importance of art reproduction?
Accessibility ## Footnote Makes famous artworks available to a wider audience.
29
Name a second importance of art reproduction.
Preservation ## Footnote Helps protect original artworks from damage.
30
What is a third importance of art reproduction?
Education ## Footnote Used in museums and classrooms for study purposes.
31
What is the final stage in the printing and publishing process?
Binding and finishing ## Footnote Ensures printed materials are properly assembled, protected, and enhanced.
32
What are the types of binding methods?
Softcover Binding, Hardcover Binding ## Footnote These methods categorize how books and printed materials are bound.
33
What is Perfect Binding?
Pages are glued together at the spine with a soft wrap-around cover ## Footnote Commonly used for paperback books and magazines.
34
How does Saddle Stitch Binding work?
Pages are folded in the center and stapled along the spine ## Footnote Used for magazines, booklets, and brochures.
35
What is the purpose of Spiral (Coil) Binding?
Allows the book to lay flat when open ## Footnote Used for notebooks, planners, and workbooks.
36
What distinguishes Wire-O Binding from Spiral Binding?
Uses a double looped wire for a more polished look ## Footnote Commonly used for professional reports and presentations.
37
What does Comb Binding utilize?
A plastic spine with rings that open and close ## Footnote Used for workbooks, manuals, and cookbooks.
38
Describe Case Binding.
Pages are sewn or glued into a rigid cover made from cardboard ## Footnote Commonly used for premium books and textbooks.
39
What is Lay-Flat Binding designed to do?
Allows books to stay open flat without damaging the spine ## Footnote Ideal for coffee table books and photography books.
40
What is Lamination?
A thin plastic film is applied to the surface for protection ## Footnote Commonly used for business cards and book covers.
41
What is the difference between Embossing and Debossing?
Embossing creates a raised effect; Debossing creates a recessed effect ## Footnote Used for invitations and luxury packaging.
42
What is Foil Stamping?
Metallic foil is pressed onto the surface for a premium look ## Footnote Often used for certificates and wedding invitations.
43
What does Die-Cutting allow?
Custom shapes to be cut into paper for creative designs ## Footnote Used for unique brochures and greeting cards.
44
What is Spot UV Coating?
A glossy coating applied to specific areas for contrast ## Footnote Commonly used to enhance logos and marketing materials.
45
What is Edge Gilding?
Edges of pages are coated with metallic foil ## Footnote Creates a reflective and elegant appearance.
46
What is Edge Painting?
Involves applying colored ink or pigment to the edges ## Footnote Provides a bold and stylish finish.

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