AD Dictionary

Šī lapa satur terminoloģiju, kas tiek plus/mīnus izmantota reklāmas ( Advertising ) un dizaina ( design) industrijās. Zemāk vari iepazīties ar plaši pielietotiem terminiem. Ja zini vēl kādu, kurš šeit nav pieminēts, lūdzams ziņot uz ē pastu.


Advertising » Advertising is the business of drawing public attention to products and services.

Artwork » Artwork is the illustrative material of an advertisement, submitted for client approval.

B2B » B2B is an abbreviation for business-to-business advertising.

Bleed » The term bleed refers to printing that runs beyond the edge of a page so that the ink still reaches the edge when the page has been trimmed.

Body Copy » Body copy is the text of an advertisement, excluding the headline, logo, or subscript material, that makes up the bulk of the content and attempts to close the sale.

Brand » A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

Clutter » Clutter refers to the other advertisements surrounding an ad, distracting consumers from it.

Colour Proof » A colour proof is a full-color representation of a print ad’s final design that is used to evaluate its appearance.

Creative Strategy » A creative strategy is an outline of the message to be communicated by an advertising campaign, the audience, and the tone.

Crop » To crop is to trim unwanted parts of a photo or illustration.

Demographics » Demographics are characteristics that define a particular group of people, including age, education level, family size, household income, etc.

Direct Mail » Direct mail refers to any brochure, advertisement, or other printed marketing material delivered directly to the consumer through the mail or a private delivery company.

Direct Marketing » Direct marketing refers to promotional messages sent directly to a consumer, as in direct mail or telemarketing, rather than using a general medium such as print, TV, or radio

Font » A font is a complete set of type in a particular typeface and size.

Forking » Forking is the evolution of a project in several different directions as contributors pursue different goals.

Four Colour Process » The four-colour process (CMYK) is a printing process using different amounts of four standard colors (magenta, cyan, yellow, and black) to simulate a wide variety of colors.

Gutter » In a print publication, the gutter is the space between the inside margins of two facing pages.

Halftone » Halftone is a photographic process that converts images into dots of various sizes.

House Agency » A house agency is an advertising agency owned and operated by an advertiser to manage its own account.

Image Advertising » Image advertising promotes the positive perception of a product or service rather than its practical attributes.

Jingle » A jingle is a brief song used in a television or radio advertisement.

Kering » Kerning refers to the spacing between characters in a line of text.

Layout » A layout is an outline indicating the positions of elements in a print ad.

Leading » Leading is the spacing between lines of text.

Leave-Behind » A leave-behind is a premium that salespeople leave with customers to remind them of the product.

Letterpress » Letterpress is a printing technique using raised type.

Lithography » Lithography is a printing technique using a flat, inked surface.

Logotype » A logotype is a stylized brand name or symbol used as a trakedmark.

Medium » A medium is a vehicle used to convey information, news, entertainment, and advertising messages to an audience. Popular media include television, magazines, radio, and billboards. The pleural of medium is “media.”

Microsite » A microsite is a separate page of a web site that has a separate URL and is used to provide information about and promote something that is related to the main page. A microsite is sometimes called a mini-site.

Newsprint » Newsprint is a soft, course wood pulp paper used in printing newspapers.

Outdoor Advertising » Outdoor advertising is any form of advertising visible in the outdoors, such as billboards, transit cards, and even sky writing by airplanes.

Out-of-Home Advertising » Out-of-home advertising is exposure to advertising and mass media away from one’s home. Included are outdoor, point-of-purchase, and radio.

Pantone Matching System » A pantome matching system is a color scale used to precisely match colors for printing. Each color has a coded number indicating instructions for mixing inks to achieve it.

Point-of-Purchase (POP) Displays » Point-of-purchase displays are advertising display material located at the retail store, usually placed in an area where payment is made, such as a check-out counter.

Product Positioning » Product positioning is the consumer perception of a product or service as compared to it’s competition.

Proof » A proof is normally the last prepress operation, used to check for errors prior to printing an order.

Public Relations (PR) » Public relations is the business of generating goodwill toward an individual, cause, company, or product.

Publicity » Publicity is the dissemination of promotional material to draw interest or generate sales.

Resolution » Resolution refers to the number of pixels contained on a display monitor, like a television.

Retail Advertising » Retail advertising is advertising used by a retailer to reach customers within its geographic trading area.

Rich Media » Rich media is a term used for advanced technology in Internet banner ads, such as streaming video, applets that allow user interaction, and special effects.

Sales Promotion » Sales promotion is s series of activities and materials used to create sales of goods and services.

Sans-Serif Type » Sans-serif type is a typestyle of lettering with no serifs, or cross strokes at the end of main strokes.

Serif Type » Serif type is any type style that has cross strokes on the ends of the letters, such as Times, Baskerville, or Courier.

Spam » Spam is unwanted, unsolicited junk e-mail to a large number of recipients.

Spot Colour » Spot colour is the use of one additional color in printing, not including black.

Spread » Spread refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages.

Storyboard » A storyboard, in advertising terms, is a blueprint for a TV commercial that is drawn to portray copy, dialogue, and action, with caption notes regarding filming, audio components, and script.

Target Audience » A target audience is a section of the population that is identified as likely to be most interested in buying or being associated with a product.

Target Market » Target markets are a set of buyers sharing common needs or characteristics that the company decides to serve.

Teaser Campaign » A teaser campaign is an advertising campaign aimed at arousing interest and curiosity for a product.

Telemarketing » Telemarketing is the use of the telephone as a medium to sell, promote, or solicit goods and services.

Thumbnail » A thumbnail is a small version of an image on a world wide web page, often containing a hyperlink to a full-size version of the image.

Trade Advertising » Trade advertising is advertising undertaken by the manufacturer and directed toward the wholesaler or retailer.

Trademark » A trademark is a name or symbol secured by legal registration that identifies a manufacturer’s or trader’s product or service and distinguishes it from other products and services. Icons, company names, brand names, and packaging can all have trademark protection. Trademark owners have the right to prevent others from using the same, or a confusingly similar mark, but cannot prevent others from making or selling the same goods under a nonconfusing mark.

Transit Advertising » Transit advertising on signs that are located outdoors in public places, such as waiting areas for buses or on subways.

Typeface » Typeface is the style and design of a particular alphabet.

Typography » Typography is the art of arrangement, style, appearance and printing of type and typefaces.

Unique Selling Proposition (USP) » A unique selling proposition is a unique feature of a product that a competitor cannot claim.

Viral Marketing » Viral marketing is a marketing strategy that encourages email recipients to pass along messages to others in order to generate added exposure.

Voiceover » A voiceover is the voice of an unseen narrator or of an onscreen character not seen speaking in a movie.

White Space » White space is the blank area on a page where text and illustrations aren’t printed, an important graphic element in page design.


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