ACROBAT - Acrobat is part of a set of applications developed by Adobe to create and view PDF files. Acrobat is used to create the PDF files, and the freeware (shareware) Acrobat Reader is used to read the PDF files.

ADVERTORIAL – An advertisement that resembles a newspaper editorial or a television program but promotes a single advertiser’s product, service, or point of view.

ALIASING - In graphic design, aliasing occurs when a computer monitor, printer, or graphics file does not have a high enough resolution to represent a graphic image or text. An aliased image is often said to have the "jaggies”

ALIGNMENT - The positioning of a body of text. Text can be positioned to the left, right, or "center" of a page. For the best, consistent alignment, web site designers use tables and CSS (Cascading Style Sheet).

ALT-ATTRIBUTE - Part of the image source tag in HTML. A good web designer will always include text in all of your image sources for two reasons: (1) if any of your visitors choose not to view graphic images on your web pages, the alternative text will be shown; and (2) if your visitors use Internet Explorer as their browser and they leave the mouse over any graphic image, they will view the text in your ALT-attribute.

ANIMATED GIF - A GIF graphic file, which consists of two or more images shown in a timed sequence to give the effect of motion.

ANIMATION - Animation is the creating a timed sequence or series of graphic images or frames together to give the appearance of continuous movement.

ANTI-ALIASING - Smoothing or blending the transition of pixels in an image. Anti-aliasing the edges on a graphic image makes the edges appear smooth, not jagged.

ASP (Active Server Page) - A dynamically generated web page, generally using ActiveX scripting. When a browser or a search engine spider requests an ASP page from a server, the server generates the web page with HTML code and gives it to the browser or spider.

BITMAP - (BMP extension file) - Consists of Pixels, like JPEG

BLISTER PACK – A display package in which clear plastic seals the product, which rests against a "backer" sheet, usually made of card stock.

BMP - Bitmap, an image format. (See IMAGE FORMAT)

BROMIDE PROOF – A misnomer, originally a type of chemical used up to mid-90s as final photographic material for texts or print ads. Black and white printed in a clean white photographic paper. Recently, suppliers have used this term to connote what should really be called as “digital photographic proof”.

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

COLOR SEPARATION – A traditional photographic process that uses four film negatives to ultimately create a full-color printed product. Recent computer innovations have obviated the need for separated film negatives in certain applications.

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.

CORPORATE IDENTITY – A company’s name, logo, typeface, colors, slogan, etc., are elements that help comprise its corporate identity. Motto Advertising has produced effective corporate identity packages for many new and long-established organizations.

CSS - Cascading Style Sheet, a term used in web site development that eases control of texts.

DIRECT MAIL – A marketing effort conducted exclusively by mail.

DPI – (Dots Per Inch) Amount or quantity of ink (which are actually dots) within a square inch.

DUF – Dynamic update facility, simple identify the web page you would like to update regularly and the provider or developer sets it up for you in a friendly interface.

DUMMY – A rough layout of assembled work for a brochure or other printed piece.

EXTRANET - It is a misnomer, an extended intranet that has limited access to the Internet.

FACT SHEET – A standard page in a company’s press kit, the fact sheet gives a brief description of the company’s business and area of expertise, the company’s address(es), phone numbers, principals, date of establishment, etc. A well-prepared fact sheet saves the journalist hours of time – and increases the company’s chance of press coverage.

FLA or FLASH – (previously called Shockwave Flash and Macromedia Flash) It is a software that produces animated graphics in a web site. Introduced in 1996, Flash technology has become a popular visual effect that some sites are made entirely of Flash or known as a Flash site, where everything is animated.

FPO – For positioning only (when using temporary images)

GIF - Graphic interchange File Format, a graphical interface

GRADIENT – Also known as gradation which is actually spelled as gradation is the percentage or amount of dots (DPI) from one color to another color. Also known as “vanishing”

HALFTONE – An image formed by printing close-set dots of varying sizes on paper or other "hard" media.

HANDBILL (Flyer) – A small, printed advertising sheet or flyer distributed by hand.

HARD SELL – A general term to describe any aggressive advertising technique.

HEAD SHOT – A glossy 8 x 10-inch photo focused on the face, usually of an actor or model.

HUE – (Color) This word represents a specific color or light wavelength found in the color spectrum, ranging circularly from red to yellow, green, blue and back to red.

HYPE – Extreme promotion of a person, idea, or product.

IMAGE MAP - is a single graphic image that allows users to access different web pages by clicking on different areas of the graphic image. On our web site, we use an image map as a means of site navigation at the top of our page.

IMAGE FORMAT - A kind of digital file that is used for printing, on the web or printing photograph. Most popular are TIFF (biggest file size), PSD (a version of TIFF, but is edited using Photoshop), BMP (smaller file size), JPEG (smallest most popular size, retaining clarity). Others are formats and extension files are available depending on the application.

INTRANET - Intranet is the network of computers within a company. Sort of having an Internet inside your company. People in the company can access pertinent info only. An extranet can be viewed as part of a company’s intranet that is extended to users outside the company.

JPEG/JPG - Joint Photographic Experts Group, an image format

LAYERS - Independent sheets in a graphic file

TEXTURE - A technique used in two-dimensional design to replicate three-dimensional surfaces through various drawing and media techniques. On three-dimensional surfaces, it is experienced by touch or by visual experience.

TYPE - Also known as typography, and it is considered an element in graphic design. Although it consists of elements of design, it is - in itself - often an element in the form of visual communication. Type style – bold, italics

LOGOTYPE – The stylized lettering often employed in a logo.

MAILER – A mailed advertisement.

MARQUEE – An onsite billboard, often advertising a theater performance.

MASKING - is done to hide a portion of the graphic for special effects

MEDIA PLANNER – An employee of an advertiser or agency who coordinates media aspects of a campaign and selects the most effective media to use. Important factors in media planning include: the campaign; the budget, size and character of the market profile; and the positioning opportunities in the media.

MOCKUP – A scale-dimensional display model used in planning.

PEG – A strong, memorable element of a press release or campaign; the hook.

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

PLANOGRAM – (board planogram) combination of form (visual design)

PLATFORM - Referring to the software used (i.e. Adobe PC, Adobe MAC)

POINT-OF-PURCHASE ADVERTISING (P-O-P) – Signs, displays, and other techniques of attracting attention and promoting products at their location of sale. Motto Advertising specializes in creating innovative P-O-P advertising.

PRESS KIT – A collection of editorial and promotional materials distributed to the media about a person, product, or company. Journalists use these materials to learn about the subject. Michael J. Motto Public Relations has found that a concise, well-written press kit is an invaluable aid in generating print media publicity. Increasingly, audio and videotaped press kits are used to solicit radio and TV journalists’ attention.

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

PROPAGANDA – The promotion of specific ideas or views, often political in nature.

PUBLICIST – A person hired to promote a cause, individual, or product by generating free advertising; a press agent.

RASTER GRAPHICS – Also known as “rasterizing” consists of Pixels which are actually files converted to photographic files such as peg.

RESIDUAL – A payment made to a model, actor, or singer each time an advertisement is played, shown or run.

RESOLUTION - The number of Pixels per inch

RSS - (Rich Site Summary/Really Simple Syndication) is a system of delivering web content directly to subscribers.

RTB - Stands for Reason to Believe, or fact about the product or services that makes it unique or viable.

SANDWICH BOARD – Two hinged boards, adorned with advertising messages, that are placed at an advantageous location or hung over someone’s shoulders.

SELLING AREA – Usually refers to the actual area inside a mall or supermarket where products are sold.

SEO - Stands for Search Engine Optimization. A process, research and encoding or over stuffing of words/texts on certain parts of a web page so that search engines can easily find them.

SNIPING – The act of pasting up outdoor posters over billboards or on empty structures, walls, and traffic poles, often without permission.

SOFT SELL – Subtle or unpressured advertising technique.

SPOT (SPOT ANNOUNCEMENT) – 15- or 30-second radio or television commercial.

SPLASH PAGE - An introductory page to your web site before you go to the main content. Usually has a logo with graphical design elements. Flash is often use in this page.

STAND-IN DATA – Temporary text fillers, also known as “Lorem Ipsum”, which actually was an old Latin text letter.

STET – From Latin for "let it stand." Used in copyediting and proofreading to signify that the original copy, not the revision, should be used.

STORYBOARD – A series of panels roughly depicting scenes, copy, and shots proposed for a television commercial. The story board gives the client a good idea of the agency’s concept for a commercial, before extensive production charges are incurred.

STYLIST – Hair and/or makeup artist for a television or print shoot. It can also refer to food or costume stylist.

SWF - Shockwave Flash

TIFF - An image format

USP - Stands for Unique Selling Proposition. It’s your products or services most powerful benefit along with your strongest unique aspect of your business. In other words - Why would I want your product? Why would I buy it from your business? (See RTB also)

VALUE - Another word for the lightness or darkness of an area. Brightness measured in relationship to a graded scale from white to black.

VECTOR GRAPHICS - Consists of lines and curves as parameters. These can be scaled up or down without loosing clarity and resolution.

VIDEO TERMS – Infomercial, Edutanment & TV commercial (TVC)

WILD SPOT – A radio spot, appearing in various slots and locales, neither regional nor national, or on a non-network

WING MENU – Circle with a triangle inside menu