| A | B |
|---|
| ad campaign | creation and coordination of ads centering around a theme |
| Ad agencies | business that works with a client to develop ad campaigns |
| in-house | if a companie's size is small and has little financial resources advertising will be done this way |
| existing models | ad agencies like these will probably NOT be used in future |
| cooperative advertising | cost sharing arrangment where supplier and local advertiser share costs |
| headline | dominant message that gets reader's attention |
| Illustration | picture in ad |
| clip art | computer generated images in ads |
| ad layout | rough draft of general arrangment of ad |
| slogan | catch phrase |
| pun | humorous phrase that suggest smore than one meaning |
| signature | business id symbol or logo |
| alliteration | repeating initial consonant sounds |
| account executive | one who creates ad plans for clients |
| active voice | subject performs action by verb |
| paradox | true statement that seems to be contradictory |
| typeface | style of printing letters |
| copywriter | one who creates the TEXT of ads |
| virtual ad agency | provides ALL services of ad production |
| Headline Purpose | Draw customers in |
| Headlines importance | most important part of ad |
| white space | must have plenty of this for readability |
| color | inserting this into an ad raises price |
| client services | eomployees who work with individual businesses to identify their needs |
| full service | agency that performs research, selects media, and develops copy |
| seven | Headlines should be not longer than this |
| First seen | illustration is usually this |
| Size of type | something to consider with 65 year old readers |
| Advertising proof | Shows exactly how the print ad will look |
| use of opposites | using opposing terms in an ad |
