Title: Identify types of measurements and measurement techniques related to the advertising design industry.
Course: Advertising Design II (05163-II) > Section: Demonstrating Fundamental Skills and Techniques

Identification may include

- measuring with an inch ruler (by hand or digitally)
- measuring with a pica ruler (by hand or digitally)
- converting fractions to decimals and decimals to fractions
- converting points, picas, and inches and selecting the correct unit for each use (i.e., line length, type size, and image size)
- US standard paper measurements and orientations
- click-through rates for websites
- bounce rates
- return on investment
- cost per impression (CPI)
- cost per thousand (CPM).

Process/Skill Questions:

- When is it appropriate to conduct measurements in picas as opposed to inches?
- What measuring issues might be faced when adjusting the scale of an image?
- What are the standard US paper sizes, and why is it important to know them?
- Why would it be important to know the click-through rate if you were an owner or designer of a website?
- Why would it be important to know the bounce rate if you were the owner or designer of a website?
- How do you calculate return on investment?
- What is the difference between cost per thousand and cost per impression?