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Acrobat
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Acrobat
is part of a set of applications developed by Adobe to
create and view PDF files. Acrobat is used to create the
PDF files, and the freeware Acrobat Reader is used to
read the PDF files |
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Accordion
insert |
An
ad inserted in a magazine, folded with an accordion-style
fold. |
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Acetate
|
Transparent
plastic sheet frequently used for overlays in ad layouts.
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Ad
copy |
The
printed text or spoken words in an advertisement. |
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Advertiser
|
The
manufacturer, service, company, retailer, or supplier
who advertises their product or service. |
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Advertising |
There
are a variety of definitions, with subtle but important
distinctions. While the general public frequently views
advertising as encompassing all forms of promotional communication,
most advertising practitioners limit it to paid communications
conveyed by a mass medium. The latter definition distinguishes
advertising from other forms of marketing communication,
such as Sales Promotion, Public Relations, and Direct
Marketing. |
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Advertising
budget |
Money
set aside by the advertiser to pay for advertising. There
are a variety of methods for determining the most desirable
size of an advertising budget. |
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Advertising
elasticity |
The
relationship between a change in advertising budget and
the resulting change in product sales |
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Advertising
page exposure |
A
measure of the opportunity for readers to see a particular
print advertisement, whether or not that actually look
at the ad. |
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Advertising
Plan |
An
explicit outline of what goals an advertising campaign
should achieve, how to accomplish those goals, and how
to determine whether or not the campaign was successful
in obtaining those goals. |
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Advertising
research |
Research
conducted to improve the efficacy of advertising. It may
focus on a specific ad or campaign, or may be directed
at a more general understanding of how advertising works
or how consumers use the information in advertising. It
can entail a variety of research approaches, including
psychological, sociological, economic, and other perspectives. |
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Advertising
specialty |
A
product imprinted with, or otherwise carrying, a logo
or promotional message. Also called a promotional product.
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Advertorial
|
An
advertisement that has the appearance of a news article
or editorial, in a print publication. |
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AIDA
|
Stands
for Attention, Interest, Desire, and Action. This is a
historical model of how advertising works, by first getting
the consumer's attention, then their interest, etc. |
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Alignment |
The
positioning of a body of text. Text can be positioned
to the left, right, or "center" of a page. |
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ALT-attribute |
Part
of the image source tag in HTML. A good web designer will
always include text in all of your image sources for three
reasons: (1) if any of your visitors choose not to view
graphic images on your web pages, the alternative text
will be shown; (2) search engines index the text in the
ALT-attribute; and (3) if your visitors use Internet Explorer
as their browser and they leave the mouse over any graphic
image, they will view the text in your ALT-attribute.
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Animated
GIF |
A
GIF graphic file, which consists of two or more images
shown in a timed sequence to give the effect of motion. |
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Anti-Aliasing |
Smoothing
or blending the transition of pixels in an image. Anti-aliasing
the edges on a graphic image makes the edges appear smooth,
not jagged. |
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Appeal
|
The
advertisement's selling message. |
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Art
Direction |
Supervision
of all original artwork, photography, and layout from
conception to production. |
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Art
proof |
The
artwork for an ad, to be submitted for client approval.
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Artwork |
The
visual components of an ad, not including the typeset
text. |
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Audience
|
The
number of people or households exposed to a vehicle, without
regard to whether they actually saw or heard the material
conveyed by that vehicle. |
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Audio
Imaging |
Musical
interpretation of a concept, idea, product or person.
A commercial theme song or jingle. |
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Availability |
Advertising
time on radio or television that is available for purchase,
at a specific time. |
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