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Animatic a rough television commercial produced by photographing storyboard sketches on a film strip or video with the audio portion synchronized on tape. It is used primarily for testing purposes. Animation The use of cartoons, digital actions, or demonstrations of inanimate characters come to life in television commercials; often used for communicating difficult messages or for reaching specialized markets, such as children. Audio The sound portion of a commercial. Also, the right side of a script for a television commercials, indicating spoken copy, sound effects, and music. Ayer No. 1 Layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area. Also known as poster-style format. Benefit headline Type of headline that makes a direct promise to the reader. Body copy The text of an advertisement. It is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads. Boldface Heavier type. Camera-ready art A finished ad that is ready for the printer's camera to shoot—to make negatives or plates—according to the publication's specifications. Casting brief A detailed, written description of the characters' personalities to serve as guides in casting sessions when actors audition for the roles. Close That part of an advertisement or commercial that asks customers to do something and tells them how to do it—the action step in the ad's copy. Command headline A type of headline that orders the reader to do something. Comprehensive layout (comp) A facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations. The "comp" is prepared so the advertiser can gauge the effect of the final act. Demonstration A type of TV commercial in which the product is shown in use. Design Visual pattern or composition of artistic elements chosen and structured by the graphic artist. Device copy Advertising copy that relies on wordplay, humor, poetry, rhymes, great exaggeration, gags, and other tricks or gimmicks. Dialogue/monologue copy A type of body copy in which the characters illustrated in the advertisement do the selling in their own words either through a quasi-testimonial technique or through a comic strip panel. Donut When writing a jingle, a hole left for spoken copy. Headline The words in the leading position of an advertisement—the words that will be read first or that are positioned to draw the most attention. Hook The part of a jingle that sticks in your memory. Icon A pictorial image represents an idea or thing. Illustrator The artist who paints, sketches, or draws the pictures we see in advertising. Institutional copy A type of body copy in which the advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product. Integrated commercial A straight radio announcement, usually delivered by one person, woven into a show or tailored to a given program to avoid any perceptible interruption. Interior paragraph Text within the body copy of an ad where the credibility and desire steps of the message are presented. Italic A style of printing type with letters that generally slant to the right. Jingle A musical commercial, usually sung with the sales message in the verse. Kicker A subhead that appears above the headline. (Also known as overline) Layout An orderly formation of all the parts of an advertisement. In print, it refers to the arrangement of the headline, subheads, visuals, copy, picture captions, trademarks, slogans, and signature. In television, it refers to the placement of characters, props, scenery, and product elements, the location and angle of the camera, and the use of lighting. Lead-in paragraph In print ads, a bridge between the headlines, the subheads, and the sales ideas presented in the text. It transfers reader interest to product interest. Lifestyle technique Type of commercial in which the user is presented rather than the product. Typically used by clothing and soft drink advertisers to affiliate their brands with the trendy lifestyles of their consumers. Logotype Special design of the advertiser's name (or product name) that appears in all advertisements. Also called a signature cut, it is like a trademark because it gives the advertiser individuality and provides quick recognition at the point of purchase. Mechanical The set type and illustrations or photographs pasted into the exact position in which they will appear in the final ad. Also called a pasteup, this is then used as the basis for the next step in the reproduction process. Mnemonic device A gimmick used to dramatize the product benefit and make it memorable, such as the Imperial Margarine crown or the Avon doorbell. Musical logo A jingle that becomes associated with a product or company through consistent use. Narrative copy A type of body copy that tells a story. It sets up a problem and then creates a solution using the particular sales features of the product or service as the key to the solution. News/information headline A type of headline that includes many of the "how-to" headlines as well as headlines that seek to gain identification for their sponsors by announcing some news or providing some promise of information. On camera Actually seen by the camera, as an announcer, a spokesperson, or actor playing out a scene. Photographer The artist who uses cameras to create visuals for advertisements. Picture-caption copy A type of body copy in which the story is told through a series of illustrations and captions rather than through the use of a copy block alone. Picture-window layout Layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area. Presenter commercial A commercial format in which one person or character presents the product and sales message. Provocative headline A type of headline written to provoke the reader's curiosity so that, to learn more, the reader will read the body copy. Question headline A type of headline that asks the reader of question. Radio personality A disk jockey or talk show host. Script Format for radio and television copywriting resembling a two-column list showing dialog and/or visuals. Seal A type of certification mark offered by such organizations as the Good Housekeeping Institute and Underwriters' Laboratories when a product meets standards established by these institutions. * provide an independent, valued endorsement for the advertised product. Slice of life A type of commercial consisting of a dramatization of a real-life situation in which the product is tried and becomes the solution to a problem. Slogan A standard company statement (also called a tagline or a themeline) for advertisements, salespeople, and company employees. * have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement. Storyboard A sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens, which includes text of the commercial, sound effects, and camera views. Storyboard rough A rough layout of a television commercial in storyboard form. Straight announcement The oldest type of radio or television commercial, in which an announcer delivers a sales message directly into the microphone or on-camera or does so off-screen while a slide or film is shown on-screen. Straight-sell copy A type of body copy in which the text immediately explains or develops the headline and visual in a straightforward attempt to sell the product. Subhead Secondary headline in advertisements that may appear above or below the headline or in the text of an ad. * are usually set in a type size smaller than the headline but larger than the body copy or text type size. They may also appear in boldface type or in a different ink color. Testimonial The use of satisfied customers and celebrities to endorse a product in advertising. Thumbnail A rough, rapidly produced pencil sketch that is used for trying out ideas. Trial close In ad copy, requests for the order that are made before the close in the ad. Visuals All of the picture elements that are placed into an advertisement. Voice-over In television advertising, the spoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard. Answer print The final print of a filmed commercial, along with all the required optical effects and titles, used for review and approval before duplicating. Aperture The opening in a camera that determines the amount of light that reaches the film or videotape. To a media planner it refers to the place and time that a target audience is ready to attend to an ad message. Audio console (board) In a sound studio control room, the board that channels sound to the appropriate recording devices and that blends both live and prerecorded sounds for immediate or delayed broadcast. Base art The first image on an art board on which as overlay may be placed. Bleeds Colors, type, or visuals that run all the way to the edge of the page. Character-count method A method of copy casting in which an actual count is made of the number of characters in the copy. Cinematographer A motion picture photographer. Closing date A publication's final deadline for supplying printing material for an advertisement. Continuous tones Normal photographic paper produces images in black and white with shades of gray in between. Control room In a recording studio, the place where the producer, director, and sound engineer sit, monitoring and controlling all the sounds generated in the sound studio. Copy cast To forecast the total block of space the type in an ad will occupy in relation to the typeface's letter size and proportions. Digital media Channels of communication that join the logic of multimedia formats with the electronic system capabilities and controls of modern telephone, television, and computer technologies. Digital proof (Iris) A prepress proof that uses inkjet technology and offers accuracy, lower cost, and speed. Digital video effects (DVE) units In video, special-effects equipment for manipulating graphics on the screen to produce fades, wipes, zooms, rotations, and so on. Director The * supervises preproduction, production, and postproduction of radio and television commercials. Display type A style of typeface used in advertising that is larger and heavier than normal text type. * is often used in headlines, subheads, logos, and addresses, and for emphasis. Dubs Duplications of radio commercials made from the master tapes and sent to stations for broadcast. Dupes Copies of a finished television commercial that are delivered to the networks or TV stations for airing. Electronic production The process of converting a script or storyboard into a finished commercial for use on radio, TV, or digital media. Font A uniquely designed set of capital, small capital, and lowercase letters, usually including numerals and punctuation marks. Halftone plate Plate that prints dots, the combination of which, when printed, produces an optical illusion of shading as in a photograph. Halftone screen A glass or plastic screen, crisscrossed with fine black lines at right angles like a window screen, which breaks continuous-tone artwork into dots so that it can be reproduced. Interactive TV A personal audience venue where people can personally guide TV programming through a remote control box while watching TV. Job jacket In the preproduction phase, a place to store the various pieces of artwork and ideas that will be generated throughout the process. Kerning The measurement of the space between individual letters of text. Kiosk Interactive computer in a stand-alone cabinet that makes information available 24 hours a day even in remote areas. Leading The measurement of the space between separate lines of text. Line film The product of a photograph shot with orthographic film which yields a high-contrast black-and-white image with no grey tones. Line plate A printing plate used to produce black-and-white artwork from line film. Live action The basic production technique in television that portrays real people and settings, as opposed to animation. Location Shooting away from the studio. * shooting adds realism but can also be a technical and logistical nightmare, often adding cost and many other potential problems. Lot Acreage outside a studio that is shielded from stray, off-site sounds. Mandatories The address, phone number, Web address, etc., that the advertiser usually insists be included within an ad to give the consumer adequate information. Mass audience venue One category of digital media based on audience size, where hundreds of people are in the live audience and millions more are watching at home. Master tape The final recording of a radio commercial, with all the music, sound, and vocals mixed, from which dubs (duplicates) are recorded and sent to radio stations for broadcast. Mixed interlock The edited version of a filmed television commercial mixed with the finished sound track. Used for initial review and approval prior to being duplicated for airing. Multimedia presentation Presenting information or entertainment using several communications media simultaneously. Orthographic film A high-contrast photographic film yielding only black-and-white images, no gray tones. Personal audience venue A category of digital media based on audience size; where one person in front of a personal computer can receive multimedia information. Platform licensing A fee paid to original software developers for the special key codes that access multimedia programs on certain computer networks. Points In retailing, the places of business. In typography, the measurement of the size and height of a text character. There are 72 * to an inch. Postproduction phase The finishing phase in commercial production—the period after recording and shooting when a radio or TV commercial is edited and sweetened with music and sound effects. Prepress phase The process of converting page art and visuals into materials (generally film negatives and color separation) needed for printing. Preproduction phase The period of time before the actual recording or shooting of a commercial—the planning phase in commercial production. Print production manager Manager who oversees the entire production process, including reproduction of visuals in full color, shooting and editing of scenes, precise specification and placement of type, and the checking, approving, duplicating, and shipping final art, negatives, tape, or film to the communication media. Print production process The systematic process a layout for an ad or a brochure goes through from concept to final printing. The four major phases are preproduction, production, prepress, and printing and distribution. Private audience venue A category of digital media based on audience size; where meetings, conferences, and seminars use computer-driven multimedia presentations to inform, persuade, remind, and entertain people. Producer For electronic media, the personal responsible for keeping the project moving smoothly and under budget, while maintaining the required level of quality through every step of the production process. Production phase An element of creative strategy. The whole physical process of producing ads and commercials; also the particular phase in the process when the recording and shooting of commercials is done. Residual fee Payment to the talent if the commercial is extended beyond its initially contracted run. Reverse knockout Area within a field of printed color in a page that is free of ink and allows the paper's surface to show. Sans serif A type group that is characterized by a lack of serifs. Scale The regular charge for talent and music agreed to in the union contract. Serif The most popular type group that is distinguished by smaller lines or tails called serifs that finish the ends of the main character strokes and by variations in the thickness of the strokes. Session The time when the recording and mixing of a radio commercial takes place. Special effects Unusual visual effects created for commercials. Spots Commercials on the radio. Supers Words superimposed on the picture in a television commercial. Talent The actors in commercials. Teleprompter A two-way mirror mounted on the front of a studio video camera that reflects moving text to be read by the speaker being taped. Text type The smaller type used in the body copy of an advertisement. Trap Where, in printing process, one color overlays the edge of another to keep the paper from showing through. Type family Related typefaces in which the basic design remains the same but in which variations occur in the proportion, weight, and slant of the characters. Variations commonly include light, medium, bold, extra bold, condensed, extended, and italic. Typography The art of selecting, setting, and arranging type. Viral video A digital video with a subtle promotional message designed to tempt viewers to share it with their friends. Web site An Internet destination designed to be read in a Web browser. Word-count method A method of copy casting in which all the words in the copy are counted and then divided by the number of words per square inch that can be set in a particular type style and size, as given in a standard table. Work print The first visual portion of a filmed commercial assembled without the extra effects or dissolves, titles, or supers. At this time, scenes may be substituted, music and sound effects added, or other changes made. Audit Bureau of Circulations (ABC) An organization supported by advertising agencies, advertisers, and publishers that verifies circulation and other marketing data on newspapers and magazines for the benefit of its members. Bulk discount Newspapers offer advertisers decreasing rates (calculated by multiplying the number of inches by the cost per inch) as they use more inches. Business magazines The largest category of magazines, they target business readers and include: trade publications for retailers, wholesalers, and other distributors; industrial magazines for businesspeople involved in manufacturing and services; and professional journals for lawyers, physicians, architects, and other professionals. Circulation audit Thorough analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the Audit Bureau of Circulations (ABC). Classified ad Newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ad seeks to satisfy. Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of *. Classified display ad Ad that runs in the classified section of the newspaper but have larger-size type, photos, art borders, abundant white space, and sometimes color. Color strip Samples of eye shadow, blush, lipstick, and other makeup inserted into magazines. Column inch The basic unit by which publishers bill for advertising. It is one vertical inch of a column. Until 1984, the column width in newspapers varied greatly. In 1984, the column width in newspapers varied greatly. In 1984, the industry introduced the standard advertising unit (SAU) system, which standardized newspaper column width, page sizes, and ad sizes. Today, most newspapers—and virtually all dailies—have converted to the SAU system. A SAU column inch is 2 1/16 inches wide by 1 inch deep. Combination rate Special newspaper advertising rate offered for placing a given ad in (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; or (3) two or more newspapers affiliated in a syndicate or newspaper group. Consumer magazines Information- or entertainment-oriented periodicals directed toward people who buy products for their own consumption. Contract rate A special rate for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases. Controlled circulation A free publication mailed to a select list of individuals the publisher feels are in a unique position to influence the purchase of advertised products. Cooperative (co-op) program When manufacturers and retailers share the cost of advertising. Cost per thousand (CPM) A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of various media vehicles. Cover date The date printed on the cover of a publication. Cover position Advertising space on the front inside, back inside, and back cover pages of a publication which is usually sold at a premium price. Custom magazines Magazine-length ads that look like regular magazines but are created by advertisers. They are sold at newsstands and produced by the same companies that publish traditional magazines. Daily newspaper Often called dailies, these newspapers are published at least five times a week, in either morning of evening editions. Demographic editions Magazines that reach readers who share a demographic trait, such as age, income level, or professional status. Display advertising Type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components. Earned rate A discount applied retroactively as the volume of advertising increases through the year. Farm publications Magazines directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services. Flat rate A standard newspaper advertising rate with no discount allowance for large or repeated space buys. Fragrance strip Perfume samples included in sealed inserts in magazines. Frequency discount In newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period. Full position In newspaper advertising, the preferred position near the top of a page or on the top of a column next to reader matter. It is usually surrounded by editorial text and may cost the advertiser 25 to 50 percent more than ROP rates. Gatefold A magazine cover or page extended and folded over to fit into the magazine. The gatefold may be a fraction of a page or two or more pages, and it is always sold at a premium. Geographic editions Magazines that target geographic markets and have different rates for ads. Guaranteed circulation The number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers. Horizontal publication Business publication targeted at people with particular job functions that cut across industry lines, such as Purchasing magazine. Independent shopping guide Weekly local ad vehicles that may or may not contain editorial matter. They can be segmented into highly select market areas. Insert An ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper. Insertion order A form submitted to a newspaper or magazine when ad advertiser wants to run an advertisement. This form states the date(s) on which the ad is to run, its size, the requested position, and the rate. Island half A half-page of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price. Junior unit A large magazine advertisement (60 percent of the page) placed in the middle of a page and surrounded by editorial matter. Local city magazine Most major U.S. cities have one of these publications. Typical readership is upscale, professional people interested in local arts, fashion, and business. Media buyer Person responsible for negotiating and contracting the purchase of advertisement space and time in various media. National magazines Magazines that are distributed throughout a country. National rate A newspaper advertising rate that is higher, attributed to the added costs of serving national advertisers. Newspaper Association of America (NAA) The promotional arm of the American Newspaper Publishers Association and the nation's newspaper industry. On-sale date The date a magazine is actually issued. Open rate The highest rate for a one-time insertion in a newspaper. Paid circulation The total number of copies of an average issue of a newspaper or magazine that is distributed through subscriptions and newsstand sales. Pop-up ad A three-dimensional magazine ad. Preferred-position rate A choice position for a newspaper or magazine ad for which a higher rate is charged. Preprinted insert Newspaper advertisement printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition. Preprints are inserted into the fold of the newspaper and look like a separate, smaller section of the paper. Primary circulation The number of people who receive a publication, whether through direct purchase or subscription. Proof copy A copy of the completed advertisement that is used to check for final errors and corrections. Public notice For a nominal fee, newspapers carry this legal change in business, personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports. Rate base With magazines, the circulation figure on which the publisher bases its rates. Rate card A printed information form listing a publication's advertising rates, mechanical and copy requirements, advertising deadlines, and other information the advertising needs to know before placing an order. Reading notice A variation of a display ad designed to look like editorial matter. It is sometimes charged at a higher space rate than normal display advertising, and the law requires that the word advertisement appear at the top. Regional publications Magazines targeted to a specific area of the country, such as the West of the South. Run-of-paper (ROP) advertising rate A term referring to a newspaper's normal discretionary right to place a given ad on any page or in any position it desires—in other words, where space permits. Most newspapers make an effort to place an as in the position requested by the advertiser. Secondary (pass-along) readership The number of people who read a publication in addition to the primary purchasers. Short rate The rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted. This is computed by determining the difference between the standard rate for the lines run and the discount rate contracted. Split run A feature of many newspapers (and magazines) that allows advertisers to test the comparative effectiveness of two different advertising approaches by running two different ads of identical size, but different content, in the same or different press runs on the same day. Standard advertising unit (SAU) A system of standardized newspaper advertisement sizes that can be accepted by all standard-sized newspapers without consideration of their precise format or page size. This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of the format. Standard-size newspaper The standard newspaper size, measuring approximately 22 inches deep and 13 inches wide and divided into six columns. Sunday supplement A newspaper-distributed Sunday magazine. Sunday supplements are distinct from other sections of the newspaper since they are printed by rotogravure on smoother paper stock. Tabloid newspaper A newspaper sized generally about half as deep as a standard-sized newspaper; it is usually about 14 inches deep and 11 inches wide. Tearsheet The printed ad cut out and sent by the publisher to the advertiser as a proof of the ad's print quality and that it was published. 3-D ad Magazine ads requiring the use of 3-D glasses. Vertical publication Business publications aimed at people within a specific industry; for example, Restaurants & Institutions. Volume discount Discount given to advertisers for purchasing print space or broadcast time in bulk quantities. Weekly newspaper Newspaper that is published once a week and characteristically serves readers in small urban or suburban areas or farm communities with exclusive emphasis on local news and advertising.