Ad or Advertisement
A paid public announcement appearing in the media.

Ad Template
Pre-existing advertisment that includes standard copy, graphics and spaces to fill-in-the-blanks with a particular client’s logo and contact information.

Advertising
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.

Agency
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.

Art Director
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.

Campaign
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.

Client
An organization that employs an advertising agency to create advertisements.

Concept
The general idea behind a slogan, pitch, or campaign.

Consumer
A private individual at whom advertisements are aimed; a buyer.

Copy
The written part of an advertisement. Effective copy is critically important, even in visually-oriented advertising messages.

Copywriter
A person responsible for writing advertising copy and generating creative concepts, often in collaboration with an art director or creative director.

Customization
Making minor changes to an ad template in an effort to adapt it to a particular client.

Customization Revision
A round of changes in the customization process.

DPI
Dots per inch; standard of measurement for the resolution of images. The higher the DPI, the higher the resolution.

Illustrator
Adobe vector based illustration software, commonly used when creating logos and other graphically based images.

Layout
A design for graphic advertising production, roughly depicting the look of the finished advertisement.

License
Legal document giving official permission to publish or use an ad template.

Logo
A recognizable graphic design element, representing an organization or product.

Logotype
The stylized lettering often employed in a logo.

Market
A city or metro area where the ad will be published.

Photoshop
A widely used image editing application from Adobe, often used as a benchmark for other imaging applications.

Portfolio
A large, bound volume containing samples of past work and used by an agency or an artist to promote business.

Poster
A graphic advertisement attached to a flat surface or standing up with a clip backing.

Print Advertising
Advertising in newspapers, magazines, catalogs, or mailers. Usually, print ads use some combination of photographs, illustrations, and copy.

Pitch
The presentation of an advertising message to a prospective or existing client.

Resolution
The level of quality of which graphics are printed. The higher the resolution, the better the quality of the printed graphics.

Tear Sheet
A full page clipped from a magazine or newspaper and sent as proof of publication of the advertisement.