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Scenario 13-4 An advertising agency is in the process of getting final approval from a client for a huge magazine print campaign. The art director is making final art and design recommendations. The production department is gearing up to guide the advertisement through the pace production process. Decisions are being made at a rapid (Scenario 13-4) The magazine effort is also going to be supported by brochures and direct mail. The quality of reproduction must be good on a wide range of paper surfaces. Therefore, a. offset lithography b. gravure c. flexography d. screen printing 37. will probably be used. Seenario 13-5 The bulk of TV commercials airing during Super Bowl XXXVI had a humorous spin. But less than five months after the Sept. 11 attacks, Anheuser-Busch presented a salute to September 11 victims. The 60-second spot showed the Clydesdales making a journey from the snowy Midwest to the New York area. The hitch crosses the Brooklyn Bridge. In the shadow of the Statue of Liberty, the Clydesdales bow their heads in respect toward ground zero. The spot is meant to "pay homage," said Bob Lachky, vice president of brand management. "It's a message from the heart of the company. We hope people see it as we intended. That we're Americans. That we know what the cost of freedom is." (Michael McCarthy, "Some Bowl Commercials Take On A Serious Tone," USA Today, January 31,2002) (Scenario 13-5) Film was chosen for the production of the spots. Which of the following would be a likely reason for this decision? a. It produces the highest quality of visual impression. b. 38. It gives the director extra flexibility c. d. It saves time in editing. It is not often used in television production, so the look of the spot would be distinct. Scenario 13-6 You are a television producer at an advertising agency. Your boss, the executive producer at the agency, has alerted you that you will be working on a 30-second spot for Puppy Love, a gourmet dog food for puppies. The concept involves a tabletop shoot that stresses the functional nature of the product. The media budget is S15 million. You will do whatever a producer would normally do in preparing this national television commercial to air 39. (Scenario 13-6) As producer of the spot, your initial involvement with the project will be a. when the creative strategy for the spot is being developed. b. during the creative concepting for the spot. c. discussing the storyboard with creatives and soliciting bids from production houses d. aiding in the selection of cast and location. 10

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