A 2 Z of design & advertising
A
Ad copy: The words (printed or spoken) contained in an advertisement.
Advertising: The general public usually uses this term for any and all kinds of promotion. Professionals, however, only consider paid communications, that are placed in mass media (newspapers, magazines, radio, TV, etc.) to be “advertising.” Other activities are excluded (e.g., sales promotion, direct selling, public relations, etc.).
Advertising allowance: Money paid by manufacturers to distributors or retailers to encourage them advertise a specific product to customers.
Advertorial: An advertisement that is designed to simulate the appearance of a news article or editorial.
Arbitron: A rating service that publishes reports that measure radio and television listening / viewing audiences.
Audience: The number of persons or households exposed to a medium – regardless of whether they saw or heard the ad message. The audience size is based “paid subscribers” (print), “listeners” (radio),”viewers” (TV), or “site visits” (Internet).
Artwork: The visual (photos or drawings) elements of an ad or collatoral printed piece – not including the typeset text.
Average audience: In print media, the number of readers who saw an average issue of a publication.
B
Banner: An ad on a Web page, usually a rectangular shape at top or bottom of the page, that contains the advertiser’s message.
Billboard: Two very different meanings: 1) an announcement or sponsor identification promoting a radio or TV show; 2) an outdoor sign or poster.
Bleed: In print media, extending the color, photo, or artwork beyond the normal margin, to the edge of the page.
Blueline: Name given to a final proof from a printer. The proof includes a “blue color” line drawn on a mechanical to indicate where the finished page will be trimmed.
Body copy: The text of an ad or printed piece – excluding the headline, sub-headlines, or logotype.
Boldface: Type with thick, heavy lines
Brand name: Name that distinguishes a company’s products or services from its competitors.
Broadsheet: Describes a standard size (13” wide x 21” high) newspaper.
Business-to-Business Advertising: A program of advertising and collateral materials directed at business, rather than consumer, audiences.
Button: A Web page ad, smaller than a banner -- often linked to advertiser’s own Web site.
Buying service: A consultant who provides the service of planning and buying media space (print) and time (broadcast). Usually provides no creative or production services.
b/w: Abbreviation for “black & white” – an ad or other collatoral material printed black ink on white background.
C
Camera-ready art: Artwork that is finished to the point of being ready to be turned-over to the printer or publisher.
Caption: The text positioned adjacent to a photo or illustration.
Card rate: Usually the highest rate charged by broadcast media or print publications. Published as a printed rate card, or price sheet, with any discounts calculated as a percent of the “card rate.”
Circulation: In print media, the number of publication copies sold or distributed.
Classified advertising: Generally found in newspapers and selected magazines, and organized according to specific product/service categories.
Click: The number of times users click on an online banner or button ad.
Click through (also: “ad click rate”): Percentage of ad views that result in an ad “click” (above). Results from a user clicking from the host Web site through to the advertiser’s Web site.
Closing date: Deadline set by print and broadcast media for the receipt of advertising material scheduled to appear in a specific publication issue, or broadcast time slot.
Collateral materials: Not considered “mass” advertising media. Rather, these materials are considered to be supportive of the sales effort, usually distributed at the point-of-sale (e.g., sales brochures, catalogs, specification sheets, mailing pieces, etc.).
Color proof: An early (before final approval for press run) color print of the printed piece or ad, produced to judge final appearance.
Color separation: The basis for a full-color ad or printed piece – generated by printing 4 separate colors: yellow, cyan, magenta, and black. The actual “separation” consists of four separate screens – one for each color.
Column inch: A unit of measure used by publications to describe the total space purchased to display an ad. Ad space is defined by two dimensions: Columns (equal to the width that a publication sets its text) timesInches (depth). For example, if the ad space required is 20 column inches, then this allows for an ad that spans 5 columns wide by by 4 inches deep. A twenty column-inch purchase may also accommodate an ad that is two columns wide by ten inches deep. Nonetheless, in either example, the cost of the purchased ad space is the same (Price Per Column Inch x 20)
Comprehensive layout (also: “Comp”): A rough layout of any graphic project (e.g., ad, collateral piece, packaging, etc.) The layout should be detailed enough to approximate how the finished project will appear.
Concept & design: Three elements combine to develop any advertising communications piece – the creative idea; the visual (photos and artwork); and the words (written or spoken). The process can be accomplished by a single person, but usually involves a team consisting of client, layout artist, and copywriter.
Consumer advertising: Promotion directed at the buyer who will utilize the product or service for personal, rather than business, use.
Continuous-tone art: A photo or other art that enables printing to be produced with blended gradations of color, or light and dark shades of gray.
Cooperative program (also: “Co-op”): An arrangement between two or more parties (manufacturer- distributor-retailer) so that advertising and/or promotion costs are shared by them.
Copy: Written words in printed materials; or, words to be spoken in broadcast scripts.
Copywriting: The creative process of writing text for advertising and collateral Materials, or scripts for broadcast advertisiments
Copy editing: The process of approving and changing written text or scripts before final approval.
Cost per (rating) point (CPP): The cost of buying broadcast media measured as one percent (a “point”) of a specific targeted audience.
Cost per thousand (CPM): When buying a specific advertising or promotion medium, the results are expressed in terms of the cost to reach 1,000 people.
Crop: The act of marking specific areas (edges) of a photo or illustration that are not to be shown.
Crop marks: The actual marks that indicate specific portions of the photo or illustration that are to be deleted.
D
Double-truck: A newspaper advertisement consisting of two facing pages.
F
Final file format: The specified type of software that artwork files must be compatible with when delivering materials to a publication or printer. Common fomats include Adobe Acrobat (.pdf), Adobe Illustrator, Adobe Photshop, Adobe Indesign, Quark Express.
File archiving: An electronic copy of the artwork as it was composed, along with all art elements that were incorporated into the layout (images, logos, etc). These elements are stored usually on removable electronic media (CD, zip, etc) so they can be accessed in the future if needed.
Four color process: The printing technology that involves use of four ink colors [black, red (magenta), blue (cyan), and yellow] to produce a printed image that matches the full color of the original artwork.
H
Hit: The total of every component of a Web site that is viewed by a visitor (e.g., a Web site with 10 graphics, and the viewer clicks them all, results in a total of 11 “hits.”)
HTML: Hyper Text Mark-up Language. A basic programming convention that contains instructions for properly displaying web pages in Internet browser windows.
Hyperlink: A method of associating words on a web page with other web pages or email addresses. Hypertext is generally indicated by a different color, and often by an underline, to distinguish it from regular text and allow the computer cursor to be placed over the distinguishing words and “clicked” in order to launch the associated page or email address.
K
Kerning: The amount of space separating each character in a word.
LLayout: The physical appearance of ad materials as it appears on a sheet.
Leading: The amount of space separating lines of text.
Logotype (logo): The unique design created for a corporate symbol, brand name, publication title, etc. Usually presented in a typeface or special hand-lettering format. Logos are usually registered as trademarks for exclusive use by the originating client.
M
Marketing mix: The total elements of a firm’s product / service marketing efforts that influence sales results. (e.g., product styling or service features, pricing, packaging, advertising, sales promotion, public relations, service, distribution etc.)
Mechanical: A camera-ready paste-up that combines artwork and type elements onto an art board or computer disk. Generally speaking, it is your ad composed in a format that is acceptable for publishing.
P
Packaging design: The layout of graphic and text elements of a product enclosure or container. A good package design will also act as a dynamic point-of-purchase display at the distribution point.
PDF: Portable Document File. Any text or image file saved in a format that is universally readable using Adobe Acrobat software on any operating system. It offers the advantages of capturing images and fonts so these elements do not need to be separately imported in order to view the document in its original layout. This makes file sharing easier across different computers, often including camera-ready files for publication.
P-O-P: Abbreviation for “point-of-purchase.” Generally refers to display or packaging material that is aimed at encouraging sales by consumers at retail outlets.
RRack Brochure: A sales collateral piece designed to fit in a standard #10 business envelop, often pre-folded and consisting of two, three, or four panels.
Rate card: A printed price schedule that specifies the base costs (usually highest rates) for advertising in a print or broadcast media.
Royalty Free: Photographic images priced without limits to how often or where they can be used by the purchaser. Compare to, Rights Managed.
Rights Managed: Photographic images, which are priced according to a particular use, the cost of which may vary depending on the size it appears, the number of different advertising vehicles it is used in, the duration of its appearance, and the industry it is used to promote. Compare to Royalty Free.
SSales promotion: Usually includes a wide variety of supplemental sales-generating activities. Usually a two-level marketing effort directed at both “dealer” and “consumer” groups. Includes a wide variety of supplementary sales activities including personal selling, advertising, collateral printed materials, public relations, etc.
Snipe: A small band of short text, usually placed in the corner of an ad, designed to call attention to a new or unique feature of the product or service being advertised.
Spot: A commercial that is scheduled within a radio or TV program.
Spot color: The use of an extra color for emphasis – generally, in addition to a basic black-and-white layout.
Stock image: A photo or illustration that is available for purchase and use by any advertiser. A wide variety of stock images are available, at prices far lower than the cost of creating original artwork. The nominal purchase cost is usually based on the specific medium to be used (collateral, print advertising, etc.) and the anticipated size of the target audience.
T
Tabloid: A newspaper that is roughly half the size (11” wide x 14” high) of a standard newspaper page.
Typeface: The size or style of a specifically designed alphabet. Type can express the tone of your communication – humorous, serious, attention-getting, etc. There are hundreds of typeface choices.
Typographical error (also: “Typo”): A mistake in printing, typing or writing.Typography: The art and technique of selecting a specific typeface design (size, weight, and style) for maximum readability and appropriate aesthetic appearance.
W
Web site: Promotional pages saved in file formats that are readable by Internet browser software and posted on servers that are connected to the World Wide Web. Establishing a Web site involves 1) registering a domain name (eg, admedic.com), 2) creating effective site content navigation and page construction, and 3) establishing a host or Internet Service Provider (ISP) to store web pages on a server that is associated with the domain name.
Y
Yellow Pages: A section of a telephone directory that lists ads for businesses, services, and products.
Source: www.admedic.com
Ad copy: The words (printed or spoken) contained in an advertisement.
Advertising: The general public usually uses this term for any and all kinds of promotion. Professionals, however, only consider paid communications, that are placed in mass media (newspapers, magazines, radio, TV, etc.) to be “advertising.” Other activities are excluded (e.g., sales promotion, direct selling, public relations, etc.).
Advertising allowance: Money paid by manufacturers to distributors or retailers to encourage them advertise a specific product to customers.
Advertorial: An advertisement that is designed to simulate the appearance of a news article or editorial.
Arbitron: A rating service that publishes reports that measure radio and television listening / viewing audiences.
Audience: The number of persons or households exposed to a medium – regardless of whether they saw or heard the ad message. The audience size is based “paid subscribers” (print), “listeners” (radio),”viewers” (TV), or “site visits” (Internet).
Artwork: The visual (photos or drawings) elements of an ad or collatoral printed piece – not including the typeset text.
Average audience: In print media, the number of readers who saw an average issue of a publication.
B
Banner: An ad on a Web page, usually a rectangular shape at top or bottom of the page, that contains the advertiser’s message.
Billboard: Two very different meanings: 1) an announcement or sponsor identification promoting a radio or TV show; 2) an outdoor sign or poster.
Bleed: In print media, extending the color, photo, or artwork beyond the normal margin, to the edge of the page.
Blueline: Name given to a final proof from a printer. The proof includes a “blue color” line drawn on a mechanical to indicate where the finished page will be trimmed.
Body copy: The text of an ad or printed piece – excluding the headline, sub-headlines, or logotype.
Boldface: Type with thick, heavy lines
Brand name: Name that distinguishes a company’s products or services from its competitors.
Broadsheet: Describes a standard size (13” wide x 21” high) newspaper.
Business-to-Business Advertising: A program of advertising and collateral materials directed at business, rather than consumer, audiences.
Button: A Web page ad, smaller than a banner -- often linked to advertiser’s own Web site.
Buying service: A consultant who provides the service of planning and buying media space (print) and time (broadcast). Usually provides no creative or production services.
b/w: Abbreviation for “black & white” – an ad or other collatoral material printed black ink on white background.
C
Camera-ready art: Artwork that is finished to the point of being ready to be turned-over to the printer or publisher.
Caption: The text positioned adjacent to a photo or illustration.
Card rate: Usually the highest rate charged by broadcast media or print publications. Published as a printed rate card, or price sheet, with any discounts calculated as a percent of the “card rate.”
Circulation: In print media, the number of publication copies sold or distributed.
Classified advertising: Generally found in newspapers and selected magazines, and organized according to specific product/service categories.
Click: The number of times users click on an online banner or button ad.
Click through (also: “ad click rate”): Percentage of ad views that result in an ad “click” (above). Results from a user clicking from the host Web site through to the advertiser’s Web site.
Closing date: Deadline set by print and broadcast media for the receipt of advertising material scheduled to appear in a specific publication issue, or broadcast time slot.
Collateral materials: Not considered “mass” advertising media. Rather, these materials are considered to be supportive of the sales effort, usually distributed at the point-of-sale (e.g., sales brochures, catalogs, specification sheets, mailing pieces, etc.).
Color proof: An early (before final approval for press run) color print of the printed piece or ad, produced to judge final appearance.
Color separation: The basis for a full-color ad or printed piece – generated by printing 4 separate colors: yellow, cyan, magenta, and black. The actual “separation” consists of four separate screens – one for each color.
Column inch: A unit of measure used by publications to describe the total space purchased to display an ad. Ad space is defined by two dimensions: Columns (equal to the width that a publication sets its text) timesInches (depth). For example, if the ad space required is 20 column inches, then this allows for an ad that spans 5 columns wide by by 4 inches deep. A twenty column-inch purchase may also accommodate an ad that is two columns wide by ten inches deep. Nonetheless, in either example, the cost of the purchased ad space is the same (Price Per Column Inch x 20)
Comprehensive layout (also: “Comp”): A rough layout of any graphic project (e.g., ad, collateral piece, packaging, etc.) The layout should be detailed enough to approximate how the finished project will appear.
Concept & design: Three elements combine to develop any advertising communications piece – the creative idea; the visual (photos and artwork); and the words (written or spoken). The process can be accomplished by a single person, but usually involves a team consisting of client, layout artist, and copywriter.
Consumer advertising: Promotion directed at the buyer who will utilize the product or service for personal, rather than business, use.
Continuous-tone art: A photo or other art that enables printing to be produced with blended gradations of color, or light and dark shades of gray.
Cooperative program (also: “Co-op”): An arrangement between two or more parties (manufacturer- distributor-retailer) so that advertising and/or promotion costs are shared by them.
Copy: Written words in printed materials; or, words to be spoken in broadcast scripts.
Copywriting: The creative process of writing text for advertising and collateral Materials, or scripts for broadcast advertisiments
Copy editing: The process of approving and changing written text or scripts before final approval.
Cost per (rating) point (CPP): The cost of buying broadcast media measured as one percent (a “point”) of a specific targeted audience.
Cost per thousand (CPM): When buying a specific advertising or promotion medium, the results are expressed in terms of the cost to reach 1,000 people.
Crop: The act of marking specific areas (edges) of a photo or illustration that are not to be shown.
Crop marks: The actual marks that indicate specific portions of the photo or illustration that are to be deleted.
D
Double-truck: A newspaper advertisement consisting of two facing pages.
F
Final file format: The specified type of software that artwork files must be compatible with when delivering materials to a publication or printer. Common fomats include Adobe Acrobat (.pdf), Adobe Illustrator, Adobe Photshop, Adobe Indesign, Quark Express.
File archiving: An electronic copy of the artwork as it was composed, along with all art elements that were incorporated into the layout (images, logos, etc). These elements are stored usually on removable electronic media (CD, zip, etc) so they can be accessed in the future if needed.
Four color process: The printing technology that involves use of four ink colors [black, red (magenta), blue (cyan), and yellow] to produce a printed image that matches the full color of the original artwork.
H
Hit: The total of every component of a Web site that is viewed by a visitor (e.g., a Web site with 10 graphics, and the viewer clicks them all, results in a total of 11 “hits.”)
HTML: Hyper Text Mark-up Language. A basic programming convention that contains instructions for properly displaying web pages in Internet browser windows.
Hyperlink: A method of associating words on a web page with other web pages or email addresses. Hypertext is generally indicated by a different color, and often by an underline, to distinguish it from regular text and allow the computer cursor to be placed over the distinguishing words and “clicked” in order to launch the associated page or email address.
K
Kerning: The amount of space separating each character in a word.
LLayout: The physical appearance of ad materials as it appears on a sheet.
Leading: The amount of space separating lines of text.
Logotype (logo): The unique design created for a corporate symbol, brand name, publication title, etc. Usually presented in a typeface or special hand-lettering format. Logos are usually registered as trademarks for exclusive use by the originating client.
M
Marketing mix: The total elements of a firm’s product / service marketing efforts that influence sales results. (e.g., product styling or service features, pricing, packaging, advertising, sales promotion, public relations, service, distribution etc.)
Mechanical: A camera-ready paste-up that combines artwork and type elements onto an art board or computer disk. Generally speaking, it is your ad composed in a format that is acceptable for publishing.
P
Packaging design: The layout of graphic and text elements of a product enclosure or container. A good package design will also act as a dynamic point-of-purchase display at the distribution point.
PDF: Portable Document File. Any text or image file saved in a format that is universally readable using Adobe Acrobat software on any operating system. It offers the advantages of capturing images and fonts so these elements do not need to be separately imported in order to view the document in its original layout. This makes file sharing easier across different computers, often including camera-ready files for publication.
P-O-P: Abbreviation for “point-of-purchase.” Generally refers to display or packaging material that is aimed at encouraging sales by consumers at retail outlets.
RRack Brochure: A sales collateral piece designed to fit in a standard #10 business envelop, often pre-folded and consisting of two, three, or four panels.
Rate card: A printed price schedule that specifies the base costs (usually highest rates) for advertising in a print or broadcast media.
Royalty Free: Photographic images priced without limits to how often or where they can be used by the purchaser. Compare to, Rights Managed.
Rights Managed: Photographic images, which are priced according to a particular use, the cost of which may vary depending on the size it appears, the number of different advertising vehicles it is used in, the duration of its appearance, and the industry it is used to promote. Compare to Royalty Free.
SSales promotion: Usually includes a wide variety of supplemental sales-generating activities. Usually a two-level marketing effort directed at both “dealer” and “consumer” groups. Includes a wide variety of supplementary sales activities including personal selling, advertising, collateral printed materials, public relations, etc.
Snipe: A small band of short text, usually placed in the corner of an ad, designed to call attention to a new or unique feature of the product or service being advertised.
Spot: A commercial that is scheduled within a radio or TV program.
Spot color: The use of an extra color for emphasis – generally, in addition to a basic black-and-white layout.
Stock image: A photo or illustration that is available for purchase and use by any advertiser. A wide variety of stock images are available, at prices far lower than the cost of creating original artwork. The nominal purchase cost is usually based on the specific medium to be used (collateral, print advertising, etc.) and the anticipated size of the target audience.
T
Tabloid: A newspaper that is roughly half the size (11” wide x 14” high) of a standard newspaper page.
Typeface: The size or style of a specifically designed alphabet. Type can express the tone of your communication – humorous, serious, attention-getting, etc. There are hundreds of typeface choices.
Typographical error (also: “Typo”): A mistake in printing, typing or writing.Typography: The art and technique of selecting a specific typeface design (size, weight, and style) for maximum readability and appropriate aesthetic appearance.
W
Web site: Promotional pages saved in file formats that are readable by Internet browser software and posted on servers that are connected to the World Wide Web. Establishing a Web site involves 1) registering a domain name (eg, admedic.com), 2) creating effective site content navigation and page construction, and 3) establishing a host or Internet Service Provider (ISP) to store web pages on a server that is associated with the domain name.
Y
Yellow Pages: A section of a telephone directory that lists ads for businesses, services, and products.
Source: www.admedic.com
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