tag:blogger.com,1999:blog-63194128471253015162011-04-21T11:06:58.815-07:00its a secrethttp://www.blogger.com/profile/16209735975987632273noreply@blogger.comBlogger21100tag:blogger.com,1999:blog-6319412847125301516.post-80534795076500802532008-05-02T02:56:00.000-07:002009-05-05T14:08:07.794-07:00We offer high quality <a href="http://www.caddesignguru.com/">CAD CAM Services</a> like 2D to 3D cad conversion , <a href="http://www.caddesignguru.com/Paper-to-cad-conversion.html">Paper to cad conversion</a> , Engineering Design, Concept designing at very affordable and competitive prices.<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/6319412847125301516-8053479507650080253?l=advertisingglossary.blogspot.com' alt='' /></div>its a secrethttp://www.blogger.com/profile/16209735975987632273noreply@blogger.com0tag:blogger.com,1999:blog-6319412847125301516.post-84317564492406258422007-12-28T01:20:00.000-08:002007-12-28T01:29:05.092-08:00<p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>ACCOUNT</b> – A term commonly used within the advertising business to refer to the corporate entity employing an advertising agency. MJM's account roster includes a wide variety of businesses and service organizations. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>ACCOUNT COORDINATOR</b> – The advertising agency employee responsible for much of the day-to-day business of servicing an account. Motto Advertising takes pride in the expertise and dedication of our account coordinators, who assist account executives and oversee traffic, production and media scheduling within the agency. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>ACCOUNT EXECUTIVE (A/E)</b> – The agency employee responsible for a client’s marketing and administrative efforts. At Motto Advertising, account executives deal directly with the client, vendors and the media. Our AE’s are all highly experienced and have more autonomy than at most other agencies. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>ACTION CARDS</b> – A mail-order device in which a set of postcards with order forms and return addresses for a variety of products and companies is wrapped in plastic and sent to demographically and/or psychographically selected potential customers. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>ADVERTISEMENT</b> – A paid public announcement appearing in the media. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>ADVERTISING</b> – Making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>ADVERTISING MANAGER</b> – A client representative responsible for overseeing marketing efforts related to product, including budgeting, creative activities and liaison with agency. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>ADVERTORIAL</b> – An advertisement that resembles a newspaper editorial or a television program but promotes a single advertiser’s product, service, or point of view. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>AGATE LINE</b> – A 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. At Michael J. Motto Advertising, we precisely measure all of the classified ads we run and pay only for the exact size ad that runs. In this way we take thousands of dollars in linage corrections each month on behalf of our clients. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>AGE GROUP</b> – A target audience defined by age. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>AGENCY</b> – A company in the business of creating advertisements, packaging and names for products and services, as well as providing marketing and merchandizing advice and general business and promotional counsel to its clients. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>AIRPLANE BANNER</b> – A flag or banner bearing an advertisement that trails behind a low-flying airplane. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>ART DIRECTOR</b> – The person responsible for the graphic design and creative positioning of an advertisement or campaign; the person in charge of an agency’s production department. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="A"><b>AUDIOVISUAL (A/V)</b> – Pertaining to the use of recordings, videos, slides, and other media for presentation. </a><a name="B"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BILLBOARD</b> – A large outdoor printed sign. Costs for a specific billboard are determined by the amount of traffic that passes its location, plus the board’s size and visibility. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BILLINGS</b> – The agency’s annual gross dollar volume generated from one or several accounts. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BLISTER PACK</b> – A display package in which clear plastic seals the product, which rests against a "backer" sheet, usually made of card stock. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BOOK</b> – A talent agency’s listing, with pictures of actors and models. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BOOKING</b> – A scheduling of the talent and staff that will work on a shoot or photo session. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BRAINSTORMING</b> – A meeting to generate creative ideas. At Michael J. Motto Advertising, daily, weekly and bi-monthly brainstorming sessions are held by various work groups within the firm. Our monthly I-Power brainstorming meeting is attended by the entire agency staff. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BROCHURE</b> – A folded leaflet with an advertising or promotional message. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BUMPER STICKER</b> – An advertising strip attached to an automobile bumper. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BUS CARD</b> – An advertising poster attached to the side or back of a bus. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BUSINESS REPLY CARD (B.R.C.)</b> – A preprinted postcard enabling direct mail recipients to respond easily. Direct mail offers that include BRCs have a much higher response rate. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BUSINESS-TO-BUSINESS (B-TO-B)</b> – Communications or commerce between companies (as distinguished from dealings between a company and a consumer); frequently conducted through trade journals. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="B"><b>BUZZWORD</b> – A word or phrase that takes on added significance through repetition or special usage. "Customer Retention Program" has become a buzzword among retailers. </a><a name="C"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CAMPAIGN</b> – The total planned, coordinated sales effort on behalf of a specific client or product, often multimedia in nature and run over a period of time. Motto Advertising has created numerous award-winning campaigns for its clients. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CATALOG</b> – An illustrated booklet listing products or services available. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CLASSIFIED AD</b> – A brief listing appearing in a periodical of items for sale and/or services offered, usually arranged by category. Motto Advertising has extensive experience in writing and inserting effective classified ads in newspapers, magazines, on television and the internet. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CLIENT</b> – An organization that employs an advertising agency to create advertisements. Motto Advertising helps its clients become rich beyond the dreams of avarice. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>THE CLIOS</b> – Annual awards given for excellence in radio and television advertising. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>COLOR SEPARATION</b> – A traditional photographic process that uses four film negatives to ultimately create a full-color printed product. Recent computer innovations have obviated the need for separated film negatives in certain applications. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>COMMERCIAL</b> – An audio or video advertising announcement, usually presented on television, radio or in a movie theater. Visit our creative portfolio to see some of the celebrated commercials MJM has produced. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CONCEPT</b> – The general idea behind a slogan, pitch, or campaign. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CONSUMER</b> – A private individual at whom advertisements are aimed; a buyer. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CONSUMER MARKET</b> – A defined group of consumers. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CO-OP</b> – The practice of a national brand subsidizing local advertising costs incurred by a company that sells its product. Typically, the national brand has stringent rules about the advertisement in which the product appears. SUN, Pepsi, and Cadillac are just a few of the thousands of brands that make co-op dollars available. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>COPY</b> – The written part of an advertisement. Effective copy is critically important, even in visually-oriented advertising messages. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>COPYWRITER</b> – A person responsible for writing advertising copy and generating creative concepts, often in collaboration with an art director or creative director. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CORPORATE IDENTITY</b> – A company’s name, logo, typeface, colors, slogan, etc., are elements that help comprise its corporate identity. Motto Advertising has produced effective corporate identity packages for many new and long-established organizations. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>COST PER THOUSAND (C.P.M.)</b> – The cost of advertising per thousand potential customers reached by a given publication, broadcast, or outdoor advertisement. This figure is often used in media planning. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="C"><b>CREATIVE TEAM</b> – The art director, copywriter, and artist, working together to develop an advertisement or campaign. At Michael J. Motto Advertising, the account executive directs this team. </a><a name="D"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="D"><b>DIRECT MAIL</b> – A marketing effort conducted exclusively by mail. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="D"><b>DIRECT MARKETING</b> – Marketing via leaflets, brochures, letters, catalogs, or print ads mailed or distributed directly to current and potential consumers. The direct marketing industry has grown enormously as a result of increasingly specialized mailing lists. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="D"><b>DIRECT RESPONSE</b> – An advertising technique that urges the audience to respond in a particular manner, usually to buy a product, and provides that audience with the means to do so. A business reply card (BRC) is a direct response tool. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="D"><b>DISPLAY AD</b> – An illustrated advertisement in a newspaper or magazine. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="D"><b>DOG AND PONY SHOW</b> (colloquial) – An elaborate pitch or presentation of an advertising campaign. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="D"><b>DRIVE TIME</b> – The hours when the most commuters are in their cars. During "drive time," radio advertising costs more because of increased listenership. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="D"><b>DUMMY</b> – A rough layout of assembled work for a brochure or other printed piece. </a><a name="E"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="E"><b>ESTIMATE</b> – The proposed or expected budget for an advertising effort. Prior to the inception of any promotional project or ad campaign, Motto Advertising provides its clients with a detailed cost estimate. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="E"><b>EXPOSURE</b> – The number of potential consumers reached through specific medium. </a><a name="F"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="F"><b>FACT SHEET</b> – A standard page in a company’s press kit, the fact sheet gives a brief description of the company’s business and area of expertise, the company’s address(es), phone numbers, principals, date of establishment, etc. A well-prepared fact sheet saves the journalist hours of time – and increases the company’s chance of press coverage. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="F"><b>FILLER</b> – A short, interesting, sometimes humorous news item used to fill leftover space on the page. The most widely read "articles" in any newspaper, fillers constitute an excellent (and often overlooked) vehicle for obtaining press coverage for an organization. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="F"><b>FLYER</b> – A handbill or loose sheet with a printed advertisement. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="F"><b>FOCUS GROUP</b> – A group of potential consumers used in a market research effort, which is usually designed to determine the likely effectiveness of a product or advertising strategy. </a><a name="G"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="G"><b>GIVEAWAY</b> – A novelty or gift used in a promotion. Banks frequently offer giveaways, or prizes, to customers opening accounts. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="G"><b>GRAPHIC DESIGN</b> – Any form of visual artistic representation. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="G"><b>GRAPHIC DESIGNER</b> – The person responsible for producing artistic representations, usually under the guidance of an art director or creative director. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="G"><b>GREEK</b> – The gibberish or nonsense text placed in a "dummy" to signify where the copy will eventually be. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="G"><b>GUTTER</b> – The white space formed by the inner margins on two facing pages. </a><a name="H"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="H"><b>HALFTONE</b> – An image formed by printing close-set dots of varying sizes on paper or other "hard" media. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="H"><b>HANDBILL</b> – A small, printed advertising sheet or flyer distributed by hand. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="H"><b>HARD SELL</b> – A general term to describe any aggressive advertising technique. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="H"><b>HEAD SHOT</b> – A glossy 8 x 10-inch photo focused on the face, usually of an actor or model. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="H"><b>HIDDEN PERSUADERS</b> – A range of subtle or subliminal advertising messages. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="H"><b>HOOK</b> – A clever phrase or melody used to capture the consumer’s attention and help make the advertising message more memorable. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="H"><b>HYPE</b> – Extreme promotion of a person, idea, or product. </a><a name="I"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="I"><b>IMPACT</b> – The degree of success of a campaign; the reaching of consumers. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="I"><b>INDEPENDENT</b> – An agency which functions alone, not controlled or influenced by a larger corporation. Michael J. Motto Advertising is an independent agency, free to act solely in our clients’ best interests. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="I"><b>INK</b> (slang) – Print publicity; press coverage. Michael J. Motto Public Relations gets its clients lots of good "ink." </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="I"><b>INSERT</b> – A printed sheet or sheets inserted into a publication or enclosed with a mailing. </a><a name="J"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="J"><b>JINGLE</b> – A catchy musical refrain delivering an advertising message, frequently used on radio or television. Check out our creative portfolio to hear some of the memorable jingles we’ve produced for agency clients. </a><a name="K"> </a><a name="L"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="L"><b>LAUNCH</b> – The introduction of a new product or service. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="L"><b>LAYOUT</b> – A design for graphic advertising production, roughly depicting the look of the finished advertisement. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="L"><b>LINAGE</b> – Total lines of advertising; for example, a three column by ninety line advertisement has a total linage of 270 lines. A client’s linage in a specific publication may run to tens of thousands per month. By anticipating its clients’ linage requirements, Michael J. Motto Advertising can negotiate more advantageous rates with the media. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="L"><b>LIVE TAG</b> – The voice-over at the end of a prerecorded commercial that provides current or local information, dealer addresses, etc. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="L"><b>LOGO</b> – A recognizable graphic design element, representing an organization or product. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="L"><b>LOGOTYPE</b> – The stylized lettering often employed in a logo. </a><a name="M"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MADISON AVENUE</b> – New York City thoroughfare that has historically been the location of many large ad agencies. Today the term often refers to the American advertising industry collectively. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MAGALOG</b> – A mail-order catalog that carries editorial matter and advertisements for multiple companies. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MAILER</b> – A mailed advertisement. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MAILING LIST</b> – A list of prospective customers organized by defined factors such as location, income, or other consumer profile aspect. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MAIL ORDER</b> – Retail sales conducted by mail. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MARKET</b> – The prospective customers for a given product or service. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MARKETING</b> – The techniques used to attract and persuade consumers. As a direct response agency, MJM keeps marketing goals uppermost in mind in the design of every advertisement. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MARKET PROFILE</b> – The characteristics of a group or area targeted for a campaign. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MARKET RESEARCH</b> – A study of consumer groups and business competition used to define a projected market. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MARQUEE</b> – An onsite billboard, often advertising a theater performance. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MEDIA</b> - Forms of mass communication. Newspapers, magazines, direct mail, billboards, bus signs, radio, television and internet are some important media that carry advertising. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MEDIA PACK</b> - A folder of information issued by a particular publication concerning the publication and the process of placing ads in the publication. Regular elements of the standard media pack include contract rates, column sizes, deadlines, editorial calendars, special features, media circulation, geographic coverage, audience demographics, etc. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MEDIA PLANNER</b> – An employee of an advertiser or agency who coordinates media aspects of a campaign and selects the most effective media to use. Important factors in media planning include: the campaign; the budget, size and character of the market profile; and the positioning opportunities in the media. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MEDIA RESEARCH</b> – A study of radio, television and print media for the purpose of reaching the optimal consumer audience. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MENTION</b> – A brief item in the press or broadcast media referring to a person, product, or service. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MESSAGE</b> – The underlying theme or idea in advertisement. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MIDDLE AMERICA</b> – The moderate, middle-class segment of the U.S. population that comprises the largest consumer group. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="M"><b>MOCKUP</b> – A scale-dimensional display model used in planning. </a><a name="N"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="N"><b>NATIONAL</b> – A commercial running throughout the country. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="N"><b>NOVELTIES</b> – Free items, such as calendars, letter openers, mugs or buttons, bearing an advertiser’s logo -- also referred to as advertising specialties. The purpose of such novelties is to keep the advertiser’s name in front of its audience over time. </a><a name="O"> </a><a name="P"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PAGE UNIT</b> – Most magazine advertisements are sold in page units rather than in columns and inches. There are rates for a full page, half page, one-third page, one-sixth page, etc. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PARTICIPATION</b> – A television program sponsorship pattern in which a number of advertisers are rotated through segments of the program. A "participating" sponsor has no program content or station lineup control. Usually, their sponsorship commitment is limited to a relatively short period. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PASTE-UP</b> – The formation of a graphic design or layout by pasting elements on a stiff board. Increasingly, artists bypass physical paste-up and create layouts on the computer. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PAYOFF</b> – The results of an advertising campaign. Motto Advertising guarantees that its clients will enjoy a strong payoff, or the agency will pay for the ads. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PEG</b> – A strong, memorable element of a press release or campaign; the hook. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PHOTO OPPORTUNITY</b> – An event, sometimes staged, having visual appeal or interest for photographers and used as an opportunity to generate publicity. Political strategists spend long hours devising and arranging "photo ops" for their candidates. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PITCH</b> – The presentation of an advertising message to a prospective or existing client. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PLUG</b> – A favorable mention or a picture of a product in the non-advertising portion of a media presentation. Examples of plugs are a Cheerio’s box visible on a breakfast table in a film, a character in a TV movie drinking a Coca-Cola, or James Bond driving a BMW. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>POINT-OF-PURCHASE ADVERTISING (P-O-P)</b> – Signs, displays, and other techniques of attracting attention and promoting products at their location of sale. Motto Advertising specializes in creating innovative P-O-P advertising. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PORTFOLIO</b> – A large, bound volume containing samples of past work and used by an agency or an artist to promote business. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>POSTER</b> – A graphic advertisement attached to a flat surface or standing up with a clip backing. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PREMIUM</b> – Something offered for "free" or at a reduced price as an inducement to buy something else. Examples: "Buy a timeshare condo and receive a free television"… "Open a checking account and get a new toaster." </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PRESENTATION</b> – A pitch or a description of a proposed advertising campaign. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PRESS AGENT</b> – A publicist – also known as a press officer. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PRESS KIT</b> – A collection of editorial and promotional materials distributed to the media about a person, product, or company. Journalists use these materials to learn about the subject. Michael J. Motto Public Relations has found that a concise, well-written press kit is an invaluable aid in generating print media publicity. Increasingly, audio and videotaped press kits are used to solicit radio and TV journalists’ attention. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PRINCIPAL</b> – A performer in a commercial who can be recognized or identified, including but not limited to those performing speaking parts. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PRINT ADVERTISING</b> – Advertising in newspapers, magazines, catalogs, or mailers. Usually, print ads use some combination of photographs, illustrations, and copy. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PRODUCTION MANAGER</b> – The person responsible for overseeing details in the creation of a television or print advertisement. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PROMOTION</b> – A method of increasing sales of merchandise through advertising; any activity designed to enhance sales. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PROPAGANDA</b> – The promotion of specific ideas or views, often political in nature. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PUBLICIST</b> – A person hired to promote a cause, individual, or product by generating free advertising; a press agent. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PUBLICITY</b> – The dissemination of promotional material to draw interest or generate sales. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PUBLIC RELATIONS (P.R.)</b> – The business of generating goodwill toward an individual, cause, company, or product. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="P"><b>PUBLIC SERVICE ANNOUNCEMENT (P.S.A.)</b> – Announcement on television or radio serving the public interest and run by the media at no charge. For example, a utility company might do a series of PSA’s on the subject of saving energy in the home. Each one would feature the company’s name. </a><a name="Q"> </a><a name="R"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="R"><b>RATE</b> – A cost-per-space-unit of print advertising or cost-per-time-unit in radio and TV advertising. Newspapers usually publish rates per column inch or line. The electronic media sell 15-, 30-, or 60-second time units. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="R"><b>RATEHOLDER</b> – A small classified ad run in every issue of a print publication for the duration of an advertising contract. The total linage entitles the advertiser to the lowest possible rate on all classified ads, both display and in-column. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="R"><b>RATING</b> – A measure of audience for a television or radio program, used to establish advertising rates. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="R"><b>REFUSAL</b> – The right of the first actor or model cast in an advertisement to refuse or accept the assignment. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="R"><b>RELEASE</b> – The signed permission given by a person to use his or her photo, voice, name, or testimonial statement commercially. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="R"><b>REMNANT SPACE</b> – Print advertising space that is left over and sold at a discount at the last minute. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="R"><b>RESIDUAL</b> – A payment made to a model, actor, or singer each time an advertisement is played, shown or run. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="R"><b>ROLLOUT </b>(informal) – Geographic expansion of a campaign from a single test market outward, as to a regional or national market. </a><a name="S"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SANDWICH BOARD</b> – Two hinged boards, adorned with advertising messages, that are placed at an advantageous location or hung over someone’s shoulders. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SCATTER PACKAGE</b> – An arrangement to air television commercials at various times or intervals. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SESSION</b> – Recording session for a radio or TV commercial; also, a photo session. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SESSION FEE</b> – The amount paid to talent or artist for a day’s work in a single session. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SHOOT</b> – The taping or filming of a commercial, in a studio or on location. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SIZZLE</b> – Dazzle or excitement, as opposed to substance. In its bid for consumers, some advertising plays up the "sizzle" rather than the "steak." </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SKYWRITING</b> – Writing across the sky by means of chemically produced smoke emitted from an airplane. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SLANT</b> – The emphasis of a campaign or advertisement; hook; peg. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SLICE-OF-LIFE </b> – Denoting any presentation that depicts naturalistic, everyday activities. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SLOGAN</b> – Short, memorable advertising phrase: Examples include "Coke Is It," "Just Do It," and "Don’t Leave Home Without It." When a product or company uses a slogan consistently, the slogan can become an important element of identification in the public’s perception of the product. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SNIPING</b> – The act of pasting up outdoor posters over billboards or on empty structures, walls, and traffic poles, often without permission. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SOFT SELL</b> – Subtle or unpressured advertising technique. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SPACE</b> – A page or section of a page bought for advertising purposes in a newspaper, magazine, or catalog. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SPEC</b> – Short for "speculation." Work done "on spec" is done for no guaranteed remuneration, in hope of winning the job, campaign or account in question. Pitches to prospective clients used to be done almost exclusively on spec. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SPOKESPERSON</b> – A well-known person serving as a regular advocate of specific product or cause. Skiing star Picabo Street is firmly associated with Chapstick; Candice Bergen, with Sprint. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SPOT ADVERTISING</b> – Any advertising presented in selected locales rather than on a national level. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SPOT (SPOT ANNOUNCEMENT)</b> – 15- or 30-second radio or television commercial. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SPREAD</b> – Advertisement or other print presentation that takes two facing pages in a magazine or newspaper. A full-page "spread" fills both pages and may take up the gutter in between as well. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>STABILE</b> – Display that is suspended or that rises from a pedestal at different levels and planes, none of which move. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>STANDARD ADVERTISING UNIT (S.A.U.)</b> – System of standard dimensions for print display advertising based on six columns, each 2 1/16 inches wide, with a 1/8 inch "gutter" between columns. Because nearly all broadsheet newspapers are now in SAU in their display pages, a single ad may be used in many places without resizing. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>STET</b> – From Latin for "let it stand." Used in copyediting and proofreading to signify that the original copy, not the revision, should be used. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>STORYBOARD</b> – A series of panels roughly depicting scenes, copy, and shots proposed for a television commercial. The storyboard gives the client a good idea of the agency’s concept for a commercial, before extensive production charges are incurred. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>STREAMER</b> – A long, narrow sign with a message in bold type hung across open area, window, or doorway. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>STYLIST</b> – Hair and/or makeup artist on a television shoot. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SUBLIMINAL ADVERTISING</b> – Concealed appeal to consumers’ unconscious awareness to buy product. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SUBWAY CARD</b> – An advertising poster attached to the interior of a subway car. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="S"><b>SWEEPSTAKES</b> – A lottery in which winners are randomly selected, often used to induce purchase of a product as a condition of entering the contest. </a><a name="T"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TALENT</b> – Actors, models, and singers employed in advertisements. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TALENT AGENCY</b> – An organization that represents actors and models appearing in advertisements. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TARGET AUDIENCE</b> – The consumer group most likely to buy a specific product and identified by region, age, demographics, or economic status. The target audience might be as wide as "adults aged 35-54," or as narrow as "female high school prom-goers in Wabash, Indiana." Effective ads are created and placed in media with the target audience clearly in mind. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TARGET MARKET</b> – Target audience. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TELEMARKETING</b> – Selling, or advertising, or market research done by telephone. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TESTIMONIAL</b> – A statement, often given by a celebrity, affirming the value of a product, event or service. The authority, glamour, character or special knowledge of a celebrity can reflect on the advertised product. Michael Jordan, perceived as an expert on sports footwear, speaks for Nike. Customer testimonials are also commonly used. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TEST MARKET</b> – A consumer group interviewed to determine target audience. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TEST MARKET SPOT</b> – A spot used exclusively on the test market and monitored for its effectiveness. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>THROWAWAY</b> – A handbill or some other printed matter distributed free to residences and containing local advertising; a novelty item used to entice consumers into buying an item for sale. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TIE-IN</b> – A campaign to link products, media, or markets. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TIME SLOT</b> – A specific time bought for airing a commercial on radio or television. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TRADE NAME</b> – The name used by a company to describe and distinguish its brand of a generic product. Kleenex is a trade name for a brand of tissue; Xerox, a single brand of copier. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TRADE-OUT</b> – A barter arrangement for the exchange of commercial time, advertising space, products, or services. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="T"><b>TRADE SHOW</b> – A convention at which advertising agencies or related companies show and compare products and ideas. Companies frequently underwrite elaborate displays, receptions, presentations and giveaways for trade shows in their industry. </a><a name="U"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="U"><b>UPSCALE</b> – Having a look, feel or price designed to appeal to a well-to-do urban market. </a><a name="V"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="V"><b>VOICE-OVER (V.O.)</b> – Recorded offscreen voice heard on a television or radio commercial. </a><a name="W"> </a><a name="X"> </a><a name="Y"> </a><a name="Z"> </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="Z"><b>WANT AD</b> – Classified recruitment ad; an advertisement for personnel; also known as "help wanted" ads. The Motto agency utilizes an eight-point check list of criteria that maximize response to help-wanted ads. </a></span></p><p style="font-family: times new roman;"><span style="font-size:100%;"><a name="Z"><b>WILD SPOT</b> – A radio spot, appearing in various slots and locales, neither regional nor national, or on a non-network station. </a></span></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/6319412847125301516-8431756449240625842?l=advertisingglossary.blogspot.com' alt='' /></div>its a secrethttp://www.blogger.com/profile/16209735975987632273noreply@blogger.com0