ID: 28. refers to the orderliness and compatibility of presentation in a print advertisement. a. Desig b. Proportion c. Balance d. Syntax 29. The "emphasis principle" states that a. the outside edges of an ad create an informal border effect. b. three elements in an ad act as dominant forces. c. one item is the primary but not the only focus in an ad d. the sequence of a reader's gaze motion to have an ad run in a publication on a given day. The closing n advertiser is trying to meet a closing date date is the day a. by which the client must be presented with a comp layout to appear in print. b. by which an ad must be approved by a client to meet a production schedule. c. by which mechanicals must be completed to appear in print. d. by which materials must be at a publication to appear in print. 31, when referringto typefaces, Roman is the most common group of fonts - a. b. Blackletter is also called Gothic c. d. Sans serif fonts are usually used for headlines and not body copy All these statements are true of typefaces 32. On a normal timetable, a television spot will be shipped to the stations airing the spot about after storyboard approval. a. 6 to 8 weeks b. 10 to 12 weeks c, 16to 20 weeks d. 26 weeks 33. The production cost of a television commercial prepared for a national advertiser averages between $100,000 and $500,000. Which one of the following product categories typically has the highest average cost? a. Beer and soft drinks. b. Computers c. Retail stores d. Household products 34. You are watching television and a series of commercials comes on. A vast majority of these spots a. will have been shot on 35 mm film. b. will have been shot on 16 mm film. c. will have been shot on videotape d. will have used animation techniques