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Important Glossaries
3D Graphics : 3 dimentional images or graphics, which seem realistic and real life.
Account : A term commonly used within the advertising business to refer to the corporate entity employing an advertising agency.

Account Coordinator : The advertising agency employee responsible for much of the day-to-day business of servicing an account.

Advertisement : Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty".

Art Work : Visual material (drawing or photograph) prepared for reproduction in a print advertisement. Line art is a drawing or visual that has no tonal values, so it can be used without a halftone screen. Tone art or continuous tone art usually refer to a photograph or image.
Backlight Units (Backlit) : Advertising structures which house illumination in a box to throw light through translucent advertising printed on vinyl for a higher visibility and extended night viewing.

Beach Advertising : Advertising panels affixed to lifeguard towers or other structures located at or near a beach.

Bleed : An illustration filling one or more margins and running off the edge of the page or border; used frequently in magazines and advertisements.

Brand equity : The value of a brand
Camera Ready Artwork : Camera ready artwork is defined as a clean black & white original with a maximum image area of 8" x 10" in scale. Faxed artwork, business cards and black and white photographs, printed items and hand drawn graphics are not considered camera ready.

Circulation : The total number of copies of a publication distributed to subscribers and vendors in one day.

Column : A regular article or feature in a newspaper or magazine.
Daily Estimated Circulation (DEC) : The number of people who will see your board per day as verified by the Traffic Audit Bureau. Also called Daily Impressions, bring the estimated number of persons passing an outdoor location on an average day.

Dye Transfer : An opaque color print made from artwork or color film; permits wide range of color correction during the laboratory process or a match to the color of the original. The process is suitable for reproducing color print in any quantity.
Editor : The head of a news organization; person who chooses the articles that will be printed each day

Editorial : An editorial, leader (US), or leading article (UK) is an article in a newspaper or magazine that expresses the opinion of the editor, editorial board, or publisher. The editorial board is a group of editors, usually at a print publication, who dictate the tone and direction that the publication's editorials will take. In much of the English-speaking world, editorials are typically not written by the regular reporters of the news organization, but are instead collectively authored by a group of individuals

Effective Circulation : Estimate of the audience that has an opportunity to see an outdoor poster. i.e. occupants of west bound vehicles for an east-facing poster.
Feature : A special or regular article, usually displayed prominently.

Flexible Face (Vinyl) : A substrate on which an advertising message is rendered by either computer production or hand painting.
Greek : The gibberish or nonsense text placed in a "dummy" to signify where the copy will eventually be.

Gutter : The space between columns or margins between facing pages.
Half-Tone : An image formed by printing close-set dots of varying sizes on paper or other "hard" media.

Hiatus : A period of no advertising
Identity : Visual Identity is the visible essence of a corporation, institution or government agengy. Identity, unified & controlled, can provide a postive association with an organization in the eyes of employees, customers, stockholders, and the public.

In-Store Display : Indoor Advertising panels located in stores and other retail venues with heavy pedestrian traffic.
LED : Light Emitting Diode, an electronic device that channels light through tubes to create patterns that can produce changing video displays.
Magazine : Magazines, periodicals, glossies or serials are publications, generally published on a regular schedule, containing a variety of articles, generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three. They are published weekly, biweekly, monthly.
News : News is any new information or information on current events which is presented by print, broadcast, Internet, or word of mouth to a third party or mass audience. News, the reporting of current information on television and radio, and in newspapers and magazines.
Paint Out : To obliterate copy on a painted spectacular site in preparation for a change in design. Also called Coat out or Blank out.

Print media : That portion of the mass media which include newspapers and magazines.

Proof : A page on which newly set copy is reproduced to make possible the correction of errors.

Proofreader : One who reads proof pages and marks errors for corrections.
test : testing

The Media : All the means of mass communication (newspapers, TV, radio, websites, magazines)
Ubiquity : Even saturation and distribution of a market with out of home advertising structures.
Wall Mural : An advertising display applied directly onto the exterior surface of a building. Wall murals are commonly painted directly onto a wall surface. However, a painted or printed vinyl substrate can also be applied to a wall surface, depending on the location.

Word of Mouth : Word of mouth is a formalized marketing effort designed to stimulate the passing of information by verbal means, especially recommendations, but also general information, in an informal, person-to-person manner, rather than by mass media, advertising, organized publication, or traditional marketing. Word of mouth is typically considered a face-to-face spoken communication, although phone conversations, text messages sent via SMS and web dialogue, such as online profile pages, blog posts, message board threads, instant messages and emails are often now included in the definition of word of mouth.
Yellow Journalism : Sensational journalism.