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| An advertisement that has the appearance of a news article or editorial, in a print publication. |
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| An artist's technique for creating a smooth gradation of color. It is often used to cover imperfections in a photograph, e.g., in a model's skin. |
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| The visual components of an ad, not including the typeset text. |
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| (1) An outdoor sign or poster; (2) Sponsor identification at the beginning or end of a television show. |
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| (or raster) image is one of the two major graphic types (the other being vector ). Bitmap-based images are comprised of pixels in a grid. Each pixel or "bit" in the image contains information about the color to be displayed. Bitmap images have a fixed resolution and cannot be resized without losing image quality. Common bitmap-based formats are JPEG, GIF, TIFF, PNG, PICT, and BMP. Most bitmap images can be converted to other bitmap-based formats very easily. Bitmap images tend to have much large file sizes than vector graphics and they are often compressed to reduce their size. Although many graphics formats are bitmap-based, bitmap (BMP) is also a graphic format. |
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| Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page. |
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| A blue line drawn on a mechanical to indicate where a page will be cut. |
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| The text of a print ad, not including the headline, logo, or subscript material. |
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| Name used to distinguish one product from it's competitors. It can apply to a single product, an entire product line, or even a company. |
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| Standard size newspaper, larger than tabloid. Varies by publication. |
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| Artwork that is in sufficiently finished form to be photographed for printing. |
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| 1) An advertisement's headline; (2) The text accompanying an illustration or photograph. |
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| The ad agency's term for the businesses it represents. |
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| The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot. |
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| Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered "collateral" to the sales message delivered by the sales person. |
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| An early full-color print of a finished advertisement, used to evaluate the ad's final appearance. |
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| A full-color ad normally is generated through printing of four separate colors |
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| A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches. |
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| All spoken words or written text in an advertisement. |
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| The art directors, designers and copywriters in an ad agency. |
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| To eliminate or cut off specific portions of a photograph or illustration. |
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| Marks to indicate which portions a photograph or illustration are to be used, and which are to be eliminated. |
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| Process files go through in studio in preparation for release. |
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| Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company. |
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| (1) In print media, any advertisement other than a classified ad. (2) An ad that stands alone, such as window sign. |
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| A direct mail advertisement included with another mailed message (such as a bill). |
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| An image or layout that has been created in a bitmap-based drawing program, such as Photoshop or Corel Photo Paint, that is no longer editable. |
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| First time new creative is viewed by team members other than the creatives, first round of internal approval. |
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| A printing process that combines differing amounts of each of four colors (red, yellow, blue & black) to provide a full-color print. |
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| Free-standing insert (FSI) |
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| An advertisement or group of ads inserted - but not bound - in a print publication on pages that contain only the ads and are separate from any editorial or entertainment matter. |
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| An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, and direct marketing. |
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| For position only. A representation (usually low resolution) that indicates the position on a page of an object, but is not meant to represent the output quality of the object. |
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| A strip of light to dark graytones placed at the side of original copy. |
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| The inside margins of two pages that face each other in a print publication. |
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| A method of reproducing a black and white photograph or illustration, by representing various shades of gray as a series of black and white dots. |
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| A three-dimensional photograph or illustration, created with an optical process that uses lasers. |
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| An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. See Free-standing insert, above. |
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| Refers to an ad in a print publication. |
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| An agency or advertiser's authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price. |
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| An in-store product display situated away from competing products, typically in the middle or at the end of an aisle. |
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| A print ad that is completely surrounded by editorial material, or a broadcast ad surrounded by program content, with no adjoining advertisements to compete for audience attention. |
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| "Big" folder containing all history of current job as well as Job Ticket. Kept in traffic. |
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| Contains all routing materials for current job. Should contain newest version and one prior revision for comparison. Should be kept clean and organized! |
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| Joint Photographic Experts Group. A compression technique for reducing the amount of data needed to describe a full-color bit map. |
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| Spacing between the letters of a word. |
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| Photoshop or Illustrator file in which each element is on a separate layer, thus allowing for editing. |
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| A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad. |
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| The space between lines of type. |
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| A printing method that stamps ink onto paper, using raised lettering. |
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| Area on a mechanical within which images will print. Also called safe area. |
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| (1) To present a commercial announcement after it's scheduled time because of an error. (2) To rerun a commercial announcement because of technical difficulties the previous time it was run. (3) To rerun a print advertisement due to similar circumstances. |
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| Promotional bundle including circulation info., editorial dates, sizes, material and space deadlines as well as contact information. |
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| A plan designed to select the proper demographics for an advertising campaign through proper media selection. |
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| A soft, course wood pulp paper used in printing newspapers. |
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| The numbering of the pages. |
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| Pantone Matching System (PMS) |
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| A system that precisely characterizes a color, so that a color can be matched, even by different printers. By knowing the Pantone color specifications, a printer does not even need to see a sample of the color in order to match it. |
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| Portable Document Format. An electronic document that must be read with the Adobe Acrobat computer program. |
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| A subset of the PDF format that is used to guarantee compatibility |
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| RGB and LAB color spaces are not permitted. PDF/X-1a also prohibits OPI color separation and encryption. (These are the specific types of PDFX's that you get from studio to release printed materials) |
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| (1) A unit of measurement for type specification and printing which measures width; 6 picas to one inch. (2) A size of type, 12 points. |
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| Point-of-Purchase (POP) displays |
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| Advertising display material located at the retail store, usually placed in an area where payment is made, such as a check-out counter. |
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| A reproduction of an advertisement which is viewed before actual publication and is created by an advertiser for special purposes, e.g., to serve as retail displays or to gain support from retailers. |
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| Process of physically preparing the advertising idea into a print or broadcast advertisement. |
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| Will be established and followed by both the customer and the provider. In the event that production schedules are not adhered to by the customer, delivery dates will be subject to renegotiation. There will be no liability or penalty for delays due to state of war, riot, civil disorder, fire, strikes, accidents, action of government or civil authority, acts of God or other causes beyond the control of the provider. In such cases, schedules will be extended by an amount of time equal to the delay incurred. |
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| An impression on paper of type, an engraving or the like, for the purpose of checking the correctness and quality of the material to be printed. |
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| Information cards, provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc. |
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| A person who solicits advertising space on behalf of a particular medium. |
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| Old creative sized to new specs. |
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| To alter photographs, artwork, or film to emphasize or introduce desired features and also to eliminate unwanted ones. |
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| Act of physically moving the job folder to the appropriate team members for approval. |
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| An optical character recognition machine which consists of a scan head, a computer processor, and an output device. Used for interpreting documents, invoices, bar-codes, and photos for use in Color separations. |
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| A high-quality proof of an advertisement printed on glossy paper which is suited for reproduction. |
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| Box on file that shows team members involved in producing the ad, the size, date and publication it's going in and the job number. |
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| Specifications for sizing, file preparation and file submission obtained from publication/vendor. |
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| The technique of coloring for emphasis some areas of basic black-and-white advertisements, usually with a single color. |
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| Spot television (or radio) |
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| Time slots in geographic broadcast areas, purchased on a market-to-market basis rather than through a network. |
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| Refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages. |
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| A Latin term meaning "let it stand," which instructs a printer or typesetter to ignore an alteration called for in a proof. |
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| Department responsible for revising, finalizing and tweaking previously created work. |
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| A sample of the material for a promotional product, with the customer's artwork printed on it in the specified colors. |
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| A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14" high by 12" wide. |
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| A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign. |
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| A rough, simple, often small sketch used to show the basic layout of an ad. |
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| Tagged Image File Format. A format for storing gray-scale data, not object oriented images. |
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| Icon, symbol, or brand name used to identify a specific manufacturer, product, or service. |
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| A size of a magazine or newspaper page after trimming. |
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| A vector image is one of the two major graphic types (the other being bitmap). Vector graphics are made up of many individual objects. Each of these objects can be defined by mathematical statements and has individual properties assigned to it such as color, fill, and outline. Vector graphics are resolution independent because they can be output to the highest quality at any scale. Software used to create vector graphics is sometimes referred to as object-based editing software. Common vector formats include AI (Adobe Illustrator), CDR (CorelDRAW), CGM (Computer Graphics Metafile), SWF (Shockwave Flash), and DXF (AutoCAD and other CAD software). Vector graphics tend to have much smaller file sizes than raster-based bitmaps. |
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| The technique of using the voice of an unseen speaker during film, slides, or other voice material. |
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| Unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, etc. |
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