adw Flashcards
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Who designed and built the first known printing press?
Johannes Gutenberg around 1440
What year was the first newspaper published and by whom?
1609 by Johann Carolus
What are the key characteristics of newspaper advertising?
- Wide reach
- Local/regional focus
- Classified ads and display ads
- Cost-effective
- Time-sensitive
What are the advantages of magazine advertising?
- Targeted audiences
- High-quality imagery
- Long shelf life
- Editorial integration
What type of advertising focuses on business listings and has a low cost?
Directories
What are the characteristics of out-of-home advertising?
- High visibility
- Large format
- Location-based
- Short message focus
List the key elements of copywriting for print ads.
- Headline
- Subheadline
- Body copy
- Call-to-action (CTA)
- Visuals and design
What is the purpose of a headline in print advertising?
To grab attention immediately
What type of headline is simple and to the point?
The Direct Headline
Why do indirect headlines work?
- Curiosity
- Emotion
- Engagement
- Unconventionality
- Promise
What is a news headline designed to do?
Make an announcement about something new and exciting
Fill in the blank: A _______ headline promises to provide a solution to a problem.
How-To
What is the purpose of a call-to-action (CTA)?
To prompt the audience to take a specific action
What makes visuals and design important in print advertising?
- Captures attention
- Conveys emotions
- Communicates the message effectively
What are the key elements of visuals and design?
- Layout
- Typography
- Color
- Imagery
- Contrast
- Whitespace
- Visual hierarchy
- Textures and patterns
What is the purpose of the layout in print ads?
To arrange the format elements of an ad
What type of layout is characterized by a single visual covering 60-70% of the space?
Picture-window layout
What is the first stage of print production?
Pre-Production (Planning and Prep)
Name one common printing method used for large quantities.
Offset Printing
What is giclee printing known for?
High-res inkjet printers producing museum-quality prints
True or False: Typography is the art of arranging text to make it visually appealing.
True
What does kerning adjust in typography?
Space between individual letters
What is the importance of color in print advertising?
- Attracts attention
- Creates emotional connections
- Enhances brand identity
What does CMYK stand for in color printing?
Cyan, Magenta, Yellow, Black
What is the purpose of the post-production stage in print production?
To add finishing touches and distribute the final product
What are the characteristics of effective subheads?
- Clarifying the main message
- Supporting the headline
- Engaging and informative
- Benefit-focused
What technology is used to create replicas of artworks and sculptures?
3D scanning and printing
This technology allows for the exact replication of forms.
What is one importance of art reproduction?
Accessibility
Makes famous artworks available to a wider audience.
Name a second importance of art reproduction.
Preservation
Helps protect original artworks from damage.
What is a third importance of art reproduction?
Education
Used in museums and classrooms for study purposes.
What is the final stage in the printing and publishing process?
Binding and finishing
Ensures printed materials are properly assembled, protected, and enhanced.
What are the types of binding methods?
Softcover Binding, Hardcover Binding
These methods categorize how books and printed materials are bound.
What is Perfect Binding?
Pages are glued together at the spine with a soft wrap-around cover
Commonly used for paperback books and magazines.
How does Saddle Stitch Binding work?
Pages are folded in the center and stapled along the spine
Used for magazines, booklets, and brochures.
What is the purpose of Spiral (Coil) Binding?
Allows the book to lay flat when open
Used for notebooks, planners, and workbooks.
What distinguishes Wire-O Binding from Spiral Binding?
Uses a double looped wire for a more polished look
Commonly used for professional reports and presentations.
What does Comb Binding utilize?
A plastic spine with rings that open and close
Used for workbooks, manuals, and cookbooks.
Describe Case Binding.
Pages are sewn or glued into a rigid cover made from cardboard
Commonly used for premium books and textbooks.
What is Lay-Flat Binding designed to do?
Allows books to stay open flat without damaging the spine
Ideal for coffee table books and photography books.
What is Lamination?
A thin plastic film is applied to the surface for protection
Commonly used for business cards and book covers.
What is the difference between Embossing and Debossing?
Embossing creates a raised effect; Debossing creates a recessed effect
Used for invitations and luxury packaging.
What is Foil Stamping?
Metallic foil is pressed onto the surface for a premium look
Often used for certificates and wedding invitations.
What does Die-Cutting allow?
Custom shapes to be cut into paper for creative designs
Used for unique brochures and greeting cards.
What is Spot UV Coating?
A glossy coating applied to specific areas for contrast
Commonly used to enhance logos and marketing materials.
What is Edge Gilding?
Edges of pages are coated with metallic foil
Creates a reflective and elegant appearance.
What is Edge Painting?
Involves applying colored ink or pigment to the edges
Provides a bold and stylish finish.
