Marketing 4

Module IV

MODULE 4 TEST

A.Identification. Identify what is being referred to in the statement. Write your answer on the space provided for. (X2; TOTAL = 20 POINTS)

______________1. A printing process wherein the image or letters to be transferred are pressed into the paper by raised or relief surfaces which carry the printing ink.

______________2.A printing process where the design o be printed is engraved into the plate and the ink is retained in the depression to form the image.

______________3.The best-known form of animation that can offer an opportunity for fantasy.

______________4. A type of television commercial production that can be played back immediately without the time consuming developing necessary with film.

______________5.Otherwise known as 35 mm production.

______________6.Planographic printing or printing from a flat surface.

______________7.The unit of measurement for width of lines or depth of blocks of type.

______________8.Words set to music.

______________9.The art of selecting and arranging typefaces in order to deliver the printed message effectively.

______________10. A type of printing that is hand process and prints on any surface of any thickness without the use of printing plates.

B. Enumeration (10 POINTS)

1 - 3 The law of the unattainable triad

4 - 5 Two major production techniques

6 - 7 Two typeface methods

8 - 10 Three types of animation techniques

C. Essay: (20 POINTS)

Explain the four printing processes most commonly used by the advertisers:

a) Letterpress

b) Gravure

c)Offset or Lithography

d)Screen Printing