Glossary CNBAM Advertising Terms and Definitions Advertising Checking Bureau – an organization that verifies for their clients that ads actually ran in publications. Audience – persons exposed to a commercial, program or article. Average Frequency – the number of times the average person in the audience is exposed to an advertising message. It can be applied to print or broadcast. Bitmap – image content made up of pixels that contain information for position, size, angular position, color and can be individually addressed. Bleed- an extra amount of printed image that extends beyond the trim edge of the sheet or page. Blind Ads – a classified ad that doesn’t reveal who the advertiser is, but refers response to a particular box number, often at the newspaper. A confidential matter. Broadsheet – a “standard” or large-size paper. The measurements of broadsheet newspapers vary, but a page 6 columns wide and 21” deep is fairly standard. Circulation – the total number of a publication’s paid or nonpaid copies or both. CMYK- standardized base colors for four-color printing. Cyan (C), magenta (M), yellow (Y), and black (K). K stands for the “key” color since black is often used as a reference for adjusting the other three colors to ensure correct registration or overprinting. Column Inch – area that is one column wide by 1 inch deep. Copy – all elements to be printed in ad: art, type, photos.
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