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Camera-ready
art
Artwork
that is in sufficiently finished form to be photographed
for printing.
Caption
(1)
An advertisement's headline; (2) The text accompanying
an illustration or photograph.
Cast
Shadow
A
cast shadow is similar to a drop shadow with added emphasis
on perspective. Cast shadows can be rotated, stretched,
and skewed to create a realistic 3-D effect.
Catalog
A
collection of products available for sale presented in
bound book format.
Cause
Marketing
Identification
and marketing of a social issue, cause, or idea to selected
target markets.
CD
Art
Original
art, illustration, photographs and layout for CD packaging.
Chrome
A
color photographic transparency.
Circulation
Of
a print publication, the average number of copies distributed.
For outdoor advertising this refers to the total number
of people who have an opportunity to observe a billboard
or poster. This term sometimes is used for broadcast,
as well, but the term "audience" is used more frequently.
CGI
Stands
for Common Gateway Interface. CGI is a programming language
that is used to broaden a web site's functionality through
forms, hit counters, browsers checks, etc.
Check
Box
In
an online form, check boxes looks like the following:
I would like information on:
Logo designs
Web graphics
If you click your mouse on the boxes, you will be able
to select multiple services. A check box is different
from a radio button, which can only accept one checked
item at a time.
Client
The
agency's term for the customer it represents.
Closing
date
The
day final copy and other materials must be at the vehicle
in order to appear in a specific issue or time slot.
Coated
stock
Paper
with a slick and smooth finish.
Collateral
materials
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.
Color
Cast
A
color cast changes the hue (color) of a selected part
of an image while keeping the saturation and brightness
intact. Viewing an image with a color cast can be similar
to viewing it through colored lenses on eyeglasses. A
commonly known color cast (in graphic design) is a duotone.
Color
proof
An
early full-color print of a finished advertisement, used
to evaluate the ad's final appearance.
Color
separation
A
full-color ad normally is generated through printing of
four separate colors: yellow, cyan, magenta, and black.
The color separation consists of four separate screens;
one for each of those four colors.
Commercials
Radio
and television advertising.
Comprehensive
layout
A
rough layout of an ad designed for presentation only,
but so detailed as to appear very much like the finished
ad will look.
Compression
A
method of packing data in order to save disk storage space
or download time. JPEGs are generally compressed graphics
files. Compression is a technique to make a file or a
data stream smaller for faster transmission or to take
up less storage space.
Cookie
A
cookie is a message given to a web browser (such as Netscape
or Explorer) by a web server. The purpose of cookies is
to identify web site users/visitors and possibly prepare
customized web pages for them.
Copy
or Copywriting
All
spoken words or written text in an advertisement.
Cost
of Quality
The
total of costs associated with poor quality such as scrap,
rework, and loss of customers.
Coverage
A
measure of a media vehicle's reach, within a specific
geographic area.
Creative
strategy
An
outline of what message should be conveyed, to whom, and
with what tone. This provides the guiding principles for
copywriters and art directors who are assigned to develop
the advertisement. Within the context of that assignment,
any ad that is then created should conform to that strategy.
The written statement of creative strategy is sometimes
called a "copy platform."
Creatives
The
art directors and copywriters in an ad agency.
Critical
Success Factor
Product
or process characteristic that most powerfully affects
efforts to gain competitive advantage and achieve long-term
success.
Crop
To
eliminate or cut off specific portions of a photograph
or illustration.
Crop
marks
Marks
to indicate which portions a photograph or illustration
are to be used, and which are to be eliminated
