Term
| Principles of Design: BALANCE |
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Definition
| ORDERLINESS and COMPATABILITY of presentation |
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| Principles of Design: PROPORTION |
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Definition
| SIZE and TONAL relationships between elements |
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| Principles of Design: ORDER |
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Definition
| SEQUENCE, or "GAZE MOTION" |
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| Principles of Design: UNITY |
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Definition
| Elements TIED TOGETHER and RELATED |
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| Principles of Design: WHITE SPACE |
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Definition
| OUTSIDE EDGES; creates INFORMAL BORDER EFFECT |
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| FIRST drafts; placement of elements, headlines, images, body copy and tagline |
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| 2ND STEP; ACTUAL SIZE of the proposal ad and is created with a computer layout program |
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| POLISHED version; FINAL look |
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| After client has approved the comprehensives layout, the ART DEPT. creates the FINAL ad |
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| Layout order of steps: T R C M |
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Definition
| Thumbnails, Rough layout, Comprehensives, Mechanicals |
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Term
Creative team in TV advertising: Agency participants- CD, AD, C, AE, EP, P
CDs and ADs Copy A&E with EPpy Pens |
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Definition
| Creative Director, Art Director, Copywriter, Account Executive, Executive Producer, Producer |
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| Agency Participants: Creative Director |
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Definition
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| Agency Participants: Art director |
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Definition
| CONCEPT, STORYBOARDS, LOOK OF THE SPOT |
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| Agency Participants: Copywriter |
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Definition
| WORDS and PHRASES, RECOMMENDS director, casting and editing facility |
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| Agency Participants: Account Exec |
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Definition
| LIAISON between creative team and client, SCHEDULING, BUDGETING, NO DIRECT INPUT in creativity or execution of ad |
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Term
| Agency Participants: Exec. Producer |
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Definition
| IN CHARGE of line producers who manage the production at the site |
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| Agency Participants: Producer |
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Definition
| SUPERVISES and COORDINATES all activities related to production, REVIEW and SEND OUT bids, CHOOSES location, sets, and talent, is ON SET |
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| Creative team in TV advertising: Production Company Participants-During Prom in the PM, the Camera Department and the Art Department Edited |
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Definition
| Director, Producer, Production Manager, Camera Department, Art Department, and Editors |
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| Production Company Participants: Director |
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Definition
| IN CHARGE, MANAGES the actors to make sure the creative strategy is being pursued |
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| Production Company Participants: Producer |
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Definition
| MANAGES the production at the site, IN CHARGE of production crew, SETS UP each shoot |
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| Production Company Participants: Production Manager |
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Definition
| ON SET, FOOD SERVICE, FAX, PHONE, PHOTOCOPY SERVICES |
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| Production Company Participants: Camera Department |
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Definition
| DIRECTOR OF PHOTOGRAPHY, CAMERA OPERATOR, ASSIST. CAMERA OPERATOR--> LIGHTING, ANGLES AND MOVEMENT |
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| Production Company Participants: Art Department |
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Definition
| Art director CREATES SET, DESIGNS, BUILDS background and PROVIDES props |
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| Production Company Participants: Editors |
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Definition
| POSTPRODUCTION stage, creates FINISHED product, CUT and JOIN frames to create finished version |
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Definition
| SCENES SHOT the PREVIOUS DAY |
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Definition
| Piecing together TAKES, to bring about the DESIRED VISUAL EFFECT |
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| APPROXIMATION of the MUSICAL SCORE using piano and vocalists |
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Definition
| ASSEMBLING the BEST SCENES from the shoot edited together using digital technology |
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Definition
| TRANSFERRING the FINALIZED ROUGH CUT onto one-inch videotape |
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Definition
| 35 mm, MOST VERSATILE medium and produces the HIGHEST QUALITY visual impression |
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Definition
| LESS expensive, FEWER lines of resolution, FLATTER image than film |
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| Replacing traditional videotape, LOWER cost, HIGHER QUALITY |
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| REALISM, SPONTANEOUS REACTIONS and EVENTS that couldn't be recreated in a rehearsed scene |
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| Drawn figures and scenes (ie: cartoon) to produce a commercial |
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| A series of photographs or slides is filmed and edited to make movement and action |
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| Specifies the media in which advertising messages will be placed to reach the desired target audience |
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| A particular option for placement within a media class; Example: Newsweek is a media vehicle within the magazine media class |
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Definition
| The SUM of exposures to the entire MEDIA PLACEMENT in a media plan |
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Definition
| The pattern of placement of advertisements in a media schedule |
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Term
| Three strategic scheduling alternatives: C,F,P |
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Definition
| Continuous, Flighting, Pulsing |
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Term
| Three strategic scheduling alternatives: Continuous |
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Definition
| A pattern of placing ads at a steady rate over a period of time |
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| Three strategic scheduling alternatives: Flighting |
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Definition
| Scheduling heavy advertising for a period of time, (2 weeks) then stopping for a period |
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| Three strategic scheduling alternatives: Pulsing |
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Definition
| Combines continuous and flighting; for products that are sold fairly regularly all year long but have certain seasonal requirements, such as clothing |
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Definition
| An ad that is colored, to some extent, by where it appears; some of the meaning of your ad's surroundings rubs off on it. |
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Term
| RSS: Really Simply Syndication |
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Definition
| A channel or feed from blogs, podcasts, or other content that the computer user has linked to |
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| Securing the electronic media time and print media space specified in the schedule |
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| The advertising agency chosen by the advertiser to purchase time and space. |
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| TV networks reveal their FALL LINEUPS and presell advertising on them |
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| An independent organization that specializes in buying large blocks of media time and space and reselling it to advertisers |
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| Information on costs, closing times (when ads have to be submitted) specifications for submitting an ad, and special pages or features available in the newspaper |
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Term
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| A unit of space one inch deep by one column wide |
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Term
| Standardized Advertising Unit (SAU) |
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Definition
| A system for selling ad space, which defines unit sizes for advertisements |
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| The ad may appear anywhere, on any page in the paper. |
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| The ad is placed in a specific section of the paper |
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| Places an ad near the top of a page or in the middle of editorial matieral |
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| The # of newspapers distributed each day (for daily newspapers) or each week (weekly publications) |
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| Reports the number of copies sold through subscriptions and newsstand distribution |
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| Refers to the number of copies of the newspaper that are given away free |
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| A measure of the circulation multiplied by the number of readers of a copy. |
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| The background color of an ad runs to the edge of the page, replacing the standard white border. |
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| Ads that fold out of a magazine to display an extra-wide advertisement |
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| Establishes a rate for all advertising placed in a publication by an advertiser over a specified period |
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| Space Order (insertion order) |
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| A commitment by an advertiser to advertising space in a particular issue |
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| The date when production-ready advertising materials must be delivered to a publisher for an ad to appear in an issue |
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| The date on which a magazine is issued to subscribers and for newsstand distribution. Most magazines put issues on sale far in advance of the cover date. |
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| The date of publication that appears on a magazine |
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| An advertiser agrees to pay for the production of a TV program and all of the advertising from both a production and space standpoint |
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| Several different advertisers buy commercial time during a specific TV program |
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| All Tv advertising time purchased from and aired through local TV stations. Provides national advertisers the opportunity to either adjust advertising messages for different markets or intensify their media schedules in particular competitive markets. |
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| Represent segments of time during a TV broadcast day |
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| % of TV households that are in a market and are tuned to a program during a specific time --> TV households tuned to a program/total TV households in market |
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| A measure of the proportion of households that are using TV during a specific time period and are tuned to a program --> 19.5 million viewers are watching CSI, 65 million people using TV views then Share = 19.5/60 million |
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| HUT: Households Using Television |
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Definition
| A measure of the number of households tuned to a television program during a particular time period |
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| Java program that can be inserted into an HTML page |
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| Rectangular advertisement used to catch a consumers eye on a web page..Sends a consumer to another webpage where they can read more information |
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| The capacity for transmitting information through an internet connection through phone lines, cable, or wireless options |
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| Measure of data transmission speed, referring to a modem |
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| Small clickable square or circle running down the side of a web site leading to an ad |
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| # of times a user clicks on a banner ad |
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| Process of a visitor clicking on a banner ad and being sent to a marketer's home page for further information. Rates average about 1% |
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| Piece of information sent by a Web Server to a Web Browser that tracks web page activity; Cookies are at the center of web privacy issues |
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| Price advertisers pay for a banner ad based on the # of clicks the ad registers |
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| CPM: Cost per thousand impressions |
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Definition
| Long-standing measure of advertising rates used in traditional media and now carried over as a standard for the Internet |
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| Unique name of a website chosen by a marketer |
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| Domain name: business and commercial sites |
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| Domain name: institution or nonprofit organization |
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| Domain name: government websites |
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| Domain name: air transport industry |
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| Domain name: cooperatives |
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| Domain name: unrestricted by organizational type |
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| Domain name: for individuals |
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| Domain name: accountants, lawyers, and other professionals |
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| Used to measure the "traffic" at a web site; measured by each time a filer server sends a file to a browser |
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| Hypertext markup language; used to display and link documents to the Web |
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| Pop-up ads that appear when a Web user clicks on a designated area of a web page |
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| Online network INTERNAL to a company that can be used by employees |
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| List of internet users who sign up for commercial e-mail and give permission to have messages relayed to them via their e-mail addresses |
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| Special technology effects used in Internet ads that provide enhanced audio and visual presentation (Ie: Streaming video) |
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| Junk e-mail not requested by consumers; said to have derived from Monty Python skit about a restaurant |
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| # of different individuals who visit a web site in a specified period of time |
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| # of times a banner ad is downloaded |
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| Advertising Standards: Position Product Simply and with Clarity |
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Definition
| Target must see and sense what product is for, whom it is for, and why they should be interested; must be shown how the product fits into their lives; SIMPLE, FOCUSED POSITIONING; ALTOIDS: CURIOUSLY STRONG MINTS |
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| Advertising Standards: Bolt Brand to Clinching Benefit |
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| Ads must be built on compelling and persuasive benefit; need to say the right thing; VOLKSWAGEN: PARK DISTANCE CONTROL |
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| Advertising Standards: Contain Power Idea-Absolute Cities |
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Definition
| The core creative idea transforms strategy into dynamic, creative communication concept; simple word, phrase or sentence; likely to attract attention; VOLKSWAGEN: CUSTOMIZABLE TRUCKS |
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| Advertising Standards: Brand personality |
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Definition
| All brands do something; great brands ARE something; MAC VS PRO |
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| Advertising Standards: Advertising Unexpected |
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Definition
| Dare to be different; Don't emulate, annihilate! HISTORY CHANNEL WITH HITLER, CHURCHILL AND EINSTEIN, ENERGIZER BATTERY WITH LITTLE BOY AND GIRL |
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| Advertising Standards: Single Minded |
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Definition
| Want them to remember ONE BIG THING; WHEELCHAIR ACCESS = MT. EVEREST, WHAT HAPPENS IN VEGAS STAYS IN VEGAS |
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| Advertising Standards: Reward Prospect |
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Definition
| Give audience something that makes it easy and pleasurable for the message to penetrate; tears, smiles, laughs = emotional stimuli; SLIM FAST, HONDA GRRRR, BIRD VS. JORDAN |
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| Advertising Standards: Visually Arresting |
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Definition
| You remember great ad visuals and play them back in your mind; Unusual to look at, riveting, compelling; MARMITES: LOVE, HATE IT; ROWAN SPEAKERS INSTRUMENTS |
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| Advertising Standards: Painstaking Craftsmanship |
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Definition
| Go for best in concept, design, execution; BOSCH CORDLESS SCREWDRIVER, GREENPEACE |
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| TV Production Process: Message Design |
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Definition
| CLIENT APPROVAL, MESSAGE FORMAT, KEY GRAM, WRITE SCRIPT, STORYBOARD ACTION and SCENES, CLIENT APPROVAL for STORYBOARDS |
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| TV Production Process: Preproduction |
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Definition
| FIND DIRECTOR, FIND PRODUCTION HOUSE, WORK OUT DETAILS, LOCATE/BUILD SET, CAST TALENT, LOCATE PROPS/COSTUMES, GET BIDS FOR OPERATIONS |
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| TV Production Process: Production |
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Definition
| DIRECTOR MANAGES SHOOT, RECORD ACTION, RECORD SOUND EFFECTS, CREATE COMPUTER GRAPHICS |
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| TV Production Process: Postproduction |
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| EDIT TAPE, MIX AUDIO TRACK, SYNCHRONIZE AUDIO/VIDEO, PRESENTATION TO CLIENT, VIDEOS FOR DISTRIBUTION |
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| Environmental Ad (Canada), PSA: Start Talking before they start drinking, McDonalds |
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| Newspaper: Classified Ads |
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Definition
| "Help Wanted", Apartment for Rent; Conflicts: E-bay, Craigs list |
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| Newspaper: Inserts: Pre-printed: |
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| Delivered to newspaper fully printed and ready for insertion |
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| Newspaper: Inserts: Free-standing |
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Definition
| Contains cents off coupons typically delivered on Sunday |
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| Outside magazine: SaveUr, Wine Spectator; Miller Ad, Fedex |
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| Magazine: Business Publications |
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Definition
| Business items being pushed; business to business advertising |
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| Magazine: Farm Publications |
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Definition
| Farm related items that People magazine would never advertise |
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| Magazines: Business and Farm |
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Definition
| Targeted towards industries special interests; Consumers like CONTROL |
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