S9 - DAY ONE - Conceptual Process

Thumbnail sketches:

Thumbnail sketches are rough drawings, sometimes only comprehensible to the designer, used to explore layout options. These quick pen or pencil sketches allow the designer to try out several ideas and zero in on the most likely layouts before beginning a project.



The first full sized sketches of the image are called roughs because they are just that. When enlarging a small sketch into a full size drawing additional design decisions usually need to be made. Designing requires a lot of decision-making.


Comprehensive or Comp:

The last planning drawing needs to have all of the design decisions made and the image taken far enough to ensure it's successful completion. How much detail this requires will vary from artist to artist but too much is usually better than too little.



A series of panels roughly depicting scenes, copy, and shots proposed for a television commercial. The storyboard provides a good representation of the concept for a commercial before extensive production charges are incurred.



Brainstorming is a group creativity technique designed to generate a large number of ideas for the solution of a problem.



S7 - DAY TWO - Advertising Terms

Advertising Campaign:

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.


Marketing Campaign:

A specific series of strategies, tactics, and activities designed to get desired marketing messages to intended target markets. A marketing plan should be researched and developed to include an outline of what goals the campaign is to achieve, how to accomplish those goals, and how to measure the success of the campaign in achieving those goals.


Mission Statement:

A mission statement is a formal short written statement of the purpose of a company or organization. The mission statement should guide the actions of the organization, spell out its overall goal, provide a sense of direction, and guide decision-making. It provides "the framework or context within which the company´s strategies are formulated.


Target Market:

A 'target market or target Audience is the market segment which a particular product is marketed to. It is often defined by age, gender and/or socio-economic grouping. Market Targeting is the process in which intended actual markets are defined, analyzed and evaluated just before the final decision to enter is made.


Also Know as Target Audience…Brand Identity:

A product identity or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service.


S7 - DAY THREE - Marketing Terms

Media Kit:

Information offered to potential advertisers by publishers to help the advertisers understand the publishers rates, visitor demographics, terms, etc.


Media Outlet:

A publication or broadcast organization that transmits information, news, entertainment, and advertising messages. Media outlets can include print publications, electronic newsletters, websites, billboard, radio stations, as well as broadcast and cable TV stations.


Medium (plural, Media):

A vehicle or group of vehicles—such as newspapers, websites, television, cable television, radio, billboards—used to convey information, news, entertainment, and advertising messages to an audience.



An outdoor sign or poster. Costs for a specific billboard are determined by the board's size and the amount of traffic that passes its location.


Broadcast TV:

Television stations whose signals are carried to households over airwaves.


Bus Card:

An advertising poster attached to the side or back of a bus.


Bus Wrap:

An advertising message imprinted on high-quality vinyl adhesive that is attached to the bus exterior.


Cable TV:

Television stations whose signals are carried to households by cable and paid by subscription.


Display Advertisement:

In print media, any advertisement other than a classified ad.


Sandwich Board:

Two hinged boards with advertising messages that are placed at an advantageous location.


Sidebar Ad:

An online ad (also known as a skyscraper ad) that is vertically oriented and positioned on the left or right edges of the webpage.


Subway Card:

Advertising poster attached to the interior of a subway car or train.


Syndication Feed:

A form of syndication in which content on a website is made available for other sites to use.


Ad Copy:

All spoken words or printed text in an advertisement.



Allowing a picture or advertisement to extend beyond the normal margin of a printed page, to the edge of the page.


Camera-Ready Ad:

An advertisement that has been output through a high-quality laser printer and is in sufficiently finished form to be photographed for printing.


Column Inch:

A unit of measure by newspapers whereby advertisement space is purchased by the width, in columns, and the depth in inches. For example, an advertisement that is three standard columns wide and five inches tall (or deep) would be 15 column inches.



Copy of the advertisement distributed for changes or corrections prior to final approval.


Spot Color:

The technique of coloring for emphasis some areas of basic black-and-white advertisements, usually with a single color.

S7 - DAY FOUR - Print Ad Terms

S7 - DAY FIVE - Digital Advertising


Ad Impressions:

The number of times an advertisement is seen by audiences.


Banner Ad:

A graphic image used on websites to advertise a product or service. Banner ads come in numerous sizes but often are rectangular.



The length of viewing/listening/broadcast time (in hours: minutes: seconds) for a radio, television, webcast, podcast, CD, video, or other electronic formatted production.



Use each news outlet's circulation number (or listenership, viewership, audience, or number of subscribers or members).


Jump Page:

The page that is displayed when a user clicks on a website banner. Often this is just the home page for a product or service, but special promotions may have more complicated pages.



A media file that is distributed over the internet using syndication feeds for playback on portable media players and personal computers.


Spot (Spot Announcement):

15-, 30-, or 60-second radio or television commercial.


URL (Uniform Resource Locator):

The URL is the internet "address" of a website or webpage. A browser requires this information in its location box in order to load a webpage.



The process of delivering audio and/or video online. Audio or video webcasts can be delivered live (as an event happens) or on-demand (at the user's convenience). They can be streamed (delivered progressively as it is viewed) or downloaded (delivered in its entirety before it can be played) by the user. Advertisements can be inserted at the beginning of the webcast.



An ad that appears in a separate window either on top of or underneath the user's current webpage.


S7 - DAY SIX - A Few More

Agency Commission:

The agency's fee for designing and placing advertisements. Generally, this is calculated as 15 percent to 20 percent of the amount spent to purchase space or time in the various media used for the advertising.


The total number of distributed copies of a publication at a specified time.

Classified Advertisement:

In print media, any advertisement that is limited to certain classifications of goods and services (such as program and events listings) and usually limited in size and content.

Closing Date:

The date by which all advertising must be ordered from a specific medium in order to secure dates, times, and placements.

Drive Time:

The hours when the most commuters are in their cars. During "drive time," radio advertising costs more because of increased listeners.

Editorial Calendar:

The part of a magazine or newsletter media kit that describes the editorial content planned for each issue in the coming year.

Full-Service Agency:

An agency that handles all aspects of the advertising process, including planning, design, production, and placement.

Media Outlet:

A publication or broadcast organization that transmits information, news, entertainment, and advertising messages. Media outlets can include print publications, electronic newsletters, websites, billboard, radio stations, as well as broadcast and cable TV stations.

Public Service Announcement (PSA):

Announcement on television or radio serving the public interest typically run by the media at no charge.