Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
78 Cards in this Set
- Front
- Back
3 dimensions of creativity
|
originality, relevance, elaboration and synthesis
|
|
Affidavit of performance
|
Document that certifies airing of commercials billed by a radio or TV station. It usually accompanies the station’s invoice to the advertiser, and serves as a substitute for the clippings that newspaper and magazine publishers send to the advertiser as a proof of services rendered.
|
|
Average quarter hour audience
|
The AQH figure is the average number of audience members during a typical quarter-hour (measured as quarters of the hour from :00 to :15, :15 to :30, :30 to :45, and :45 after the hour to the top of the hour, respectively.
|
|
Bleed
|
Image to the edge of the paper. There is no white border around the image.
|
|
Blueline
|
Proofs made from film onto paper with a bluish tint are called Blueline Proofs. Blueline proofs are printed on light-sensitive paper that reproduce only in blue. Therefore, if your project contains more than one color, each ink color will be represented by a different shade of blue. Blueline proofs show all artwork and text in position, as well as the trim and binding edges. However, blueline proofs doe not reflect the final paper stock or true color.
|
|
Brainstorming
|
group creativity technique by which a group tries to find a solution for a specific problem by gathering a list of ideas spontaneously contributed by its members
|
|
Chromalin
|
To make a Chromalin, the same color separation film negatives used to make print plates are used to apply each four-color process color to four sheets (one for each color) of clear plastic. The four sheets are then fused together in exact register and laminated, resulting in an extremely accurate representation of the desired image. press proofs of Chromalins, Matchprints, or other brand name color proofs are requested by magazines along with advertisement art to evaluate printed output for color quality.
|
|
Classified ad
|
generally appears in a distinct section, was traditionally text-only, and was available in a limited selection of typefaces
|
|
Close and trial close
|
Trial close comes before close and emphasizes selling points. Close is call to action
|
|
CMYK
|
Cyan, Magenta, Yellow, Black (4 color process)
|
|
Cover pages in a magazine
|
4 cover pages front & back, called 1st, 2nd, 3rd, 4th covers
|
|
Creative brief
|
Who—target audience, Why—rational or emotional reason to buy, What—positioning & strengths of product, Where—media plan, When—scheduling of ads (continuity), How—style, tone
|
|
Creative pyramid
|
uses 5-step structure similar to advertising pyramid to help the creative team convert the advertising strategy and the big idea into the actual physical ad/commercial
|
|
Design vs. layout
|
Layout - the part of graphic design that deals in the arrangement and style treatment of elements (content) on a page.
|
|
Display ad
|
type of advertising that typically contains text (i.e., copy), logos, photographs or other images, location maps, and similar items. In periodicals, display advertising can appear on the same page as, or on the page adjacent to, general editorial content.
|
|
DMA
|
Designated Market Area. (NEED MORE)
|
|
Dummy
|
The handheld look and feel of brochures, multi-page materials, or point-of-purchase displays
|
|
Eye movement or flow
|
how reader’s eyes travel the page
|
|
Eye tracking
|
A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.
|
|
First run syndication
|
First-run syndication refers to programs that run on individual stations as opposed to a particular network in their initial broadcast. This means that a show that is syndicated, like Jeopardy!, may run on an ABC station in one market but a CBS station in another. The nature of syndicated shows means that it will not be on the same time everywhere, as each individual station will choose when it airs.
|
|
Font
|
a quantity of sorts composing a complete character set of a single size and style of a particular typeface. For example, the complete set of all the characters for “9-point Bulmer” is called a font, and the “10-point Bulmer” would be another separate font, but part of the same font family, whereas “9-point Bulmer boldface” would be another font in a different font family of the same typeface. One individual font character might be referred to as a “piece of font” or a “piece of type”.
|
|
Format of radio commercials
|
The two primary types of radio ads are “live reads” and produced spots. Produced commercial formats include: straight read with sound effects/music in the background, dialogue, voiced by two or more personalities, monologue (where the voice talent portrays a character, as opposed to an announcer), and jingles. Studies show that the quality of the commercials is as important to listeners, generally, as the number of ads they hear.
|
|
Four color process
|
Four color process is a system where a color image is separated into 4 different color values by the use of filters and screens (usually done digitally). The result is a color separation of 4 images that when transferred to printing plates and printed on a printing press with the colored inks cyan, magenta, yellow and black, reproduces the original color image. This is called CMYK color.
|
|
Gatefold
|
large ads that have to be folded to fit into magazine
|
|
Halftone
|
Halftone is the reprographic technique that simulates continuous tone imagery through the use of dots, varying either in size, in shape or in spacing. "Halftone" can also be used to refer specifically to the image that is produced by this process.
|
|
Headlines
|
Leading sentence or sentences at the top or bottom of an ad. Uses largest font size—biggest print. Headline should compel reader to look at other parts of the ad. Purposes: attract attention, engage audience, explain visual, lead into body copy, present selling message
|
|
Subheads
|
A few words/short sentence above/below the headline. Includes info not in the headline. Font size is smaller than the headline but bigger than body copy. Entices reader to body copy.
|
|
Body copy
|
Text component that tells a more complete story of the brand. Reinforces the headline, subhead, and visuals. While seldom read (only 5% exposed to ad read body copy), still must be artfully crafted.
|
|
Kerning
|
process of adjusting the spacing between characters in a proportional font, usually to achieve a visually pleasing result. Kerning is the adjustment of the space between individual letter forms vs. tracking which is the uniform adjustment of spacing applied over a range of characters.
|
|
Leading
|
Line spacing – adjusting space between lines to please the eye
|
|
Left brain vs. right brain
|
each side of the brain controls different types of thinking. Additionally, people are said to prefer one type of thinking over the other. For example, a person who is "left-brained" is often said to be more logical, analytical and objective, while a person who is "right-brained" is said to be more intuitive, thoughtful and subjective.
|
|
Legibility
|
can the copy be read very quickly and easily. This relates in particular to headlines. Sans serif fonts are more legible.
|
|
Mandatories
|
Sometimes ads must contain something specific. It is mandatory. Examples; Logo, Address, Slogan, Phone number or WWW site, Legal language
|
|
Mnemonic devices in ads
|
technique that helps you remember something (NEEDS MORE)
|
|
Number of words in radio commercials
|
10 seconds – 20-25 words; 20 seconds – 40-45 words; 30 seconds – 60-70 words; 60 seconds – 130-150 words.
|
|
Off net syndication
|
reruns
|
|
Pantone
|
The company is best known for its Pantone Matching System (PMS), a proprietary color space used in a variety of industries, primarily printing, though sometimes in the manufacture of colored paint, fabric, and plastics. Like choosing colors at a paint store you choose specific colors you want for spot color printing using Pantone colors
|
|
Preprinted inserts
|
ad is printed on heavier paper & inserted
|
|
Process color
|
CMYK/Four-color
|
|
Purposes of visuals in ads
|
Capture Attention, Identify subject, Qualify readers, Arouse interest in headline, create favorable impression, clarify copy, show product in use support truth of copy, emphasize features, provide campaign continuity
|
|
Rating
|
TV – Nielsen rates both national and local television viewing. Radio – Arbitron rates radio listenership
|
|
Readability
|
can body copy be easily read. Serif fonts are more readable. Black print on a white background is most readable.
|
|
Reverse type
|
light or bright letters against a dark background. It is difficult for the reader to read and can even hurt his eyes.
|
|
Roger von Oech’s 4 roles
|
Explorer, Artist, Judge, Warrior
|
|
ROP
|
Run of Press. Newspaper decides placement. Advertiser has no control (but get discount)
|
|
ROS
|
Short for run of site, in Online Advertising ROS is a type of online ad buying campaign where the banner, image, or media ad can appear on any page within the targeted Web site.
|
|
Serif and sans serif fonts
|
Many magazines employ sans serif typefaces, as some editors state that they are "cleaner", regardless of any impact on readability from the lack of serifs.[1] Numerous studies have been done on the readability of serif vs. sans serif typefaces. Studies indicate that serif typefaces may be more readable in print. Studies of on-screen use are more ambiguous, suggesting that low screen resolutions make serifs more difficult to discern, with a resulting erosion of readability compared to sans serif fonts.
|
|
Share of audience
|
% of radio or television sets tuned to a particular station or channel during a given period. Formula: Radio (or TV) rating x 100 / Number of Radio (TV) sets
|
|
Sizes of magazines
|
Standard, 8in x 11in
|
|
Standard Size Newspaper
|
22in x 13in wide, 6 columns (VERIFY)
|
|
Tabloid Newspaper Size
|
14in x 11in
|
|
Spot color
|
using one or more colors for a graphic, headline, etc. Very selective use of color often on only a limited number of pages.
|
|
Stages in layout development
|
Thumbnail--rough first drafts; Rough layout--second draft; Comprehensive--polished approximation of final draft; Mechanical--camera ready; Dummy—handheld look and feel of brochures, multipage materials, POP
|
|
Storyboard
|
how the ad will look with illustrations resembling the actual shots
|
|
Syndication
|
The sale of the right to broadcast radio shows and television shows by multiple radio stations and television stations, without going through a broadcast network, though the process of syndication may conjure up structures like those of a network itself, by its very nature. It is common in countries where broadcast programming is scheduled by television networks with local independent affiliates, particularly in the United States
|
|
Tearsheet
|
a page in a newspaper or periodical that is cut or perforated so that it can be easily torn out
|
|
Trap
|
White spaces between colors
|
|
Types of design balance (5)
|
Formal balance, Informal balance, Horizontal balance, Occult balance, Oppositional balance (FIHOO)
|
|
Formal Balance
|
This is when objects equal in size, shape and variety are on either side at equal distances from the center point and symmetrical balance is achieved. The photo on the right is an example of formal balance.
|
|
Informal Balance
|
This is when the objects may be different in shape and size, but each side weighs the same, or appears to weigh the same.
|
|
Horizontal balance
|
when attention is given to the horizontal line, which exists in every composition, and is either used as the room’s focal point or is used as a key design element.
|
|
Occult balance
|
Usually seen in abstract art, Asian floral designs, and many southern gardens. This is the type of meandering balance which occurs when the background is dominant, but the overall composition consists of varying shapes, sizes and textures and creates a sense of movement. This balance has rhythm and seems off balance at first, but usually, a center axis can be found from where everything else flows
|
|
Oppositional balance
|
When two independent objects are balanced by their unity. Think opposites, male/female or yin/yang. Oppositional balance is often achieved with choice of color.
|
|
Types of headlines
|
Benefit – the promise of the product. News/information – announces news. Provocative – provoke curiosity. Question – asks a question. Command – orders readers to do something.
|
|
Consumer magazine
|
purchased for entertainment, info, or both.
|
|
Business Magazine
|
largest category, targets business readers
|
|
Types of newspapers
|
Daily, Weekly, Standard, Tabloid
|
|
Vertical Publications
|
cover specific industry in all aspects (video games)
|
|
Horizontal Publications
|
deal with a particular job function across a variety of industries
|
|
Typography
|
select type styles to enhance the desired personality of the product and compliment the tone of the ad
|
|
Verbal elements in ads
|
words
|
|
Z format
|
Mentally impose the letter Z or a backwards S on the page. Place important items or those you want the reader to see first along the top of the Z. The eye normally follows the path of the Z, so place your "call to action" at the end of the Z.
|
|
Preproduction phase
|
bidding, choosing production company, casting, planning, special events, pre-production meeting
|
|
Production Phase
|
produce basic elements, producing ancillary elements
|
|
Post Production
|
editing, sound mix, final tape, approved, videotape duplicates, interlock, optical slop print, answer print, release print
|
|
Nonverbal elements in an ad
|
images and visuals
|
|
Tabloid Newspaper
|
trends around the world favor tabloids. Tabloid refers to newspaper’s size and not content
|
|
TV Production
|
the Shoot: Location, Sound, Lights, Cameras, Talent. TV Post production – editing, mixing, prints
|