Advertising

an element of the promotional mix involving the use of paid media (see 'above-the-line' and 'below-the-line')

measure of advertising space, 1/14 of an inch in depth by one column in width. Thus there are 14 agate lines to the column inch.

the person responsible for the graphic design and creative positioning of an advertisement or campaign; the person in charge of an agencyâ€™s production department.

pertaining to the use of recordings, videos, slides, and other media for presentation.

an advertisment in which part, or all of the illustration or copy runs over the usual margins out to the edge of the page.

Â refers to two facing newspaper pages in an ad.

the gibberish or nonsense text placed in a "dummy" to signify where the copy will eventually be.

the shape of an ad whose width is greater than its length (or height) (see Portrait.)

the shape of an ad whose width is greater than its length (or height). The shape of an ad that is longer than it is wide (See also Landscape.)

heavy advertising, a pause, followed by more intensive advertising, a pause, and so on.

from Latin for "let it stand." used in copy-editing and proof-reading to signify that the original copy, not the revision, should be used.

any advertising presented in selected locales rather than on a national level.

the price of unsold ad space on the day or a few days before publication or broadcast (it will be cheaper see distress advertising).

the theory that argues that the minimum number of ads needed is three. 1 to gain awareness, 2 to show the relevance and 3 to show the benefits of the product.

the person in the advertising agency that is responsible for the movement of ads from conception through to formulation, appearance and payment; called progress chasers in other industries.

the scheduling of advertising for a period of time, followed by a hiatus, then another "flight" of advertising.

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List of Terms: Terms beginning with "A", Page 1