Production files: (digital or physical) files used for advertising, logos, signage, etc. Sometimes called the “original” files.

Media: advertising mediums such as Radio, TV, Newspaper, etc.

Media placement: the process by which advertising time and space is researched, negotiated, and orders placed.

Execution: a specific element of the advertising campaign. i.e. - a newspaper ad is one execution of the campaign.

Interim advertising: transitional advertising designed and implemented while formal brand development is occuring. It is meant to provide a smooth transition from the existing brand to the new brand and to maintain marketing activity.

Brand development: the process of creating styles and themes to express the organization in a way that is consistent with the mission, values, and strategic vision of the organization. It includes logo development, positioning line, color palette, typography, papers, copy tone, voice, etc.‹anything that can be perceived by the 5 senses. It may also include brand manners - people-oriented directives that help the staff & employees perform their jobs in ways that express the the brand accurately.

Brand Implementation (final branding): process of taking the newly created brand pieces and applying them to the various brand expressions internally and externally.

Copy Tone: the speaking and/or writing style of the organization - is it humorous, caring, serious, folksy, matter-of-fact, etc. It should reflect the core attributes of the organization.

Comp: short for comprehensive, it is a physical sample of a the creative. For example, G | P provides a comp to the client for approval before placing an ad in the newspaper. The comp will best represent the final piece, but will not be exactly like the printed or produced piece.

Copy: the verbal content of an ad, website, or other creative (called text in software programs and content by web site developers).

Thumbnail: a sketch, usually less than full size, representing a creative concept or execution in rough form, created for presentation and approval of ideas prior to production of a comp (usually accompanied by copy outline or a copy draft).

Images: images are visual components of the creative that can be either illustrations or photography.

Stock Photography: rented images from a Photo House. These images can be purchased for anyone and cost is relative to use.

Royalty-Free Photography: stock photography that can be purchased for use whenever and for whatever. This is quite popular and images can be seen in many environments representing different brands. (i.e. there is no brand identity created by using stock)

Studio Photography: photography shot in a studio that can be customized to the client need. Typically more expensive than stock.

On Location Photography: images shot on premises that can be by a run-and-shoot candid photographer or by a studio photographer.

Photo Manipulation: repair, colorize, or change photographs in Photoshop®.

Outdoor: billboard media.

Fullfillment house: typically a separate company that will collate, sort, etc. specific pieces of material before mailing. Sometimes the printer performs this task.

Campaign: creative that has a specific strategy and is delivered using a combination of advertising components (radio, tv, web, email, direct mail, etc.) as well as direct mail, signage, and premium items.

Creative Platform: Gibbons | Peck form that provides specifics regarding the strategy, objectives, features & benefits, and mandatory actions or items to be completed with any creative work.

JIST (or gist): Gibbons | Peck form that provides a high-level overview of the creative project.

Concept: overarching idea, derived from the Creative Platform, applied to various creative executions.

Meta tags: specific search words or groups of words strategically placed in website source code that allow search engines (Google, Yahoo, etc.) to locate the website.

Spiders: the automatic component of search engines that gathers data on websites.

Search Engine Optimization (SEO): the process of making a website easy to find via search engines. It involves many techincal issues that are behind the scenes.

Copywriting: writing content for creative executions.

We like to toss out terms like “comp” and “JIST” when we’re talking about what we do here at G|P. But sometimes we forget not everyone knows the lingo. So check out this glossary of jargon—and soon you’ll be “in the know.”