 is a publication with a paper cover

which is issued regularly, usually every

week or every month, and which
contains articles, stories, photographs,
and advertisements.
1. Headline
2. Introductory Paragraph
3. Body / Body Text / Body Copy
4. Bylines
5. Sub-headline / Subhead
6. Pull Quotes
7. Captions for Images
8. Section Head / Running Head
9. Folio
10. Box Copy / Panel
 It is the most important element of a
magazine layout design.
 It can be of various sizes, but should be
set in a size bigger than the other text
elements in the page.
 Also known as "intro" "kicker", "deck" or
"stand-first", an introductory paragraph is
the main piece of content that
introduces a reader to an article.
 This is a more lengthy and detailed part
of a magazine article when compared
to the introductory paragraph of the
heading / headline of an article.
 It is important that you acknowledge the
person and the team which has worked
on an article.
 These are used to break an article into
various sections or compartments,
indicating what the next set of
paragraphs is going to talk about.
 These usually provide a different
dimension to an article in a magazine,
making it look more interesting. Quotes
aid in conveying your story to a reader,
and if coupled with images, become
potent.
 These should be written in a way that
they complement the image being used
in an article. A caption should describe
an image and should ideally be placed
immediately below the image.
 These are usually placed at the top of
every page of a magazine and aid
readers in navigating through an article
easily. A running head should be
designed creatively so that it looks good,
because it is present on almost all pages
of the magazine and a reader sees it
every now and then
 It should be designed in such a way that
you do not annoy a reader who looks
into it on almost every page of a
magazine. It is a way of arranging sheets
of papers in your magazine, by folding
them in a certain manner.
 Such boxes contain important facts
related to the topic of the article that a
reader should know while reading a
magazine article. These could be
statistics or dates or anything factual in
nature which is important to know and
short in length.
 Your first step is to take a look at the
available magazines and determine
which will be the best fit in reaching your
target market.
 Once you’ve identified the magazine
that reaches your audience you’ll want
to learn everything there is to know
about the magazine’s reach.
 Deciding where to place your ad will
depend on your budget and content.
Bigger budgets will be able to afford
those positions that offer the biggest
reach, like near the table of contents or
adjacent to a relevant article.
 In theory, print ads should be short and
sweet. But that rule isn’t set in stone. For
instance, if you’re selling cars, your
audience may want to read a full list of
benefits and features.
 You have mere seconds to grab the
reader’s attention before he or she may
turn the page. Create compelling
headlines that address the specific
needs or desires of your target
audience.
 It’s more than likely you won’t solely
advertise through one channel, which
makes it very important that all your
advertising is integrated and all your
design elements match the overall
brand identity.
 ROI ultimately means making your
budget work harder. You can’t place
cost-effective ads without first knowing
the publication’s schedule.
 Awareness
› This form of branding aims to inform the target audience of a
product or service, but which is not intended to gain direct sales.
It relies on customer retention of the brand name and/or styling.
 Block quote
› A block quote is a written quotation surrounded by quotation
marks, which is often 100 words or more which are formatted
different to surrounding body copy. This formatting might be
indentation, different font size and/or colour. Also known as an
extract.
 Benefits
› A key marketing strategy is to highlight what the product or
service does for the customer.
 Body copy
› The main copy in an article or document, as distinct to headings
and captions. Also known a body.
 Brand
› The target market’s impression and subsequent feelings, caused by
experiences of and/or about a company’s service or product.
 Brief
› A brief (written or verbal) defines the objectives, strategy, target
audience, priorities, deadlines, key deliverables and any specs for a
proposed item, which is being developed to market a product or service.
 Call out
› A selection of copy which is graphically or typographically highlighted to
contrast against the body text in order to draw attention to special
information. Methods might include a different font, different colour,
different layout or incorporating copy in a box.
 Call to action
› Specific offer to a prospect which encourages them to take specific and
direct action (e.g. phone us, visit our website, visit our showroom,
complete this form, order here).
 Citation
› A citation is a reference to the original source of an idea. A citation is
denoted by a superscript number or a symbol within the body copy, and
the detail of the original source (author’s surname, publication name
and page) is typically cited in a footnote.
 Copyfitting
› Adjusting copy and/or formatting to make copy fit the
designated space.
 Copy
› Written words. Also known as text.
 Copywriting
› Copywriting is the skill of writing copy for written or verbal
use, with the intention of marketing a business, person,
product or idea. The goal of copywriting is to persuade
the reader/listener/viewer to do something (e.g. buy, visit
a showroom, visit a website or change their opinion).
 Cross reference
› Referencing topics previously mentioned. Common
abbreviation is x-ref.
 Deliverable
› The finished product of a campaign which needs to be
delivered (e.g. advertisement, press release, direct mail,
TV or radio commercial, emarketing, website or Blog).
 Direct marketing
› Direct marketing is focused around a call to action, and can be printed
or electronic format. Modern versions tend to include personalisation,
including the recipient’s name and customised text or graphics. Direct
mail is a subset of direct marketing. Sometimes abbreviated to DM. Also
known as direct response marketing.
 Direct mail
› A direct marketing technique where promotional material is delivered
direct to named individuals (to their home or business) in order to
generate leads or direct sales.
 Dummy text
› Non-sensical Latin copy “lorem ipsum…” is used for positional purposes
(to demonstrate the page layout visually). It is commonly used until the
real copy is available, but can also be used to help the viewer
concentrate on the layout and design, rather than the copy content.
Also known as filler text, Greek or placeholder text.
 Footer
› Typically a one or two sentence summary at the end of an article or
chapter. Also known as running foot.
 Full caps
› Copy written in capital letters. Also known as uppercase or full caps.
 Gutter
› The space between facing pages. Also known as inner margin.
 Hard copy
› Copy printed on paper.
 Heading
› Large heading at the start of a section, page or chapter,
which should succinctly capture attention. Also known as
title, head or headline.
 Headnote
› Short introduction following a title and preceding the
body copy.
 Index
› Similar to a table of contents, except usually at the end of
a book, and in alphabetical order.
 Legend
› A definition which explains an illustration, photo or
diagram. Also known as a caption.
 Lowercase
› Copy written in small letters. Also known as minuscule.
 Mark up
› Instructions relating to copy or design, written directly on
copy or layouts.
 Numbered list
› List of items (more than one item) with consecutive numerals as a
prefix. Also known as an ordered list. Sometimes the numeral is
followed by a fullstop or a bracket.
 Orphan
› The start of a paragraph which has been separated from the
end of a paragraph by a page break.
 Proof
› Printed or electronic layout of a document, intended for the
client or editor to check and either approve or provide further
instructions. Also known as dummy or mockup.
 Proofread
› Checking copy for grammatical, punctuation, spelling,
typographical, context and flow. May also be done with the
intention of assisting layout. Also known as editing.
 Reversed copy
› Copy in which contrasts against the background (colour box,
illustration or photograph). The most common is white copy on a
black background. Also known as knock-out.
 Rough
› An initial or precursory layout, not intended to be complete. Also
known as draft.
 Rule
› Horizontal line on a page, used to separate copy or graphical
elements.
 Sentence case
› The initial letter of a sentence, title or caption is capitalised, and
the remaining letters are lowercase.
 Serial comma
› Comma separating a list or series of items.
 Sidebar
› A short section (typically physically separate from the main copy)
which complements the current story. Sometimes used to link to
a related article, or to feature testimonials or case studies.
 Specs
› Typographical specifications relate to fonts, font size, leading
and letter spacing. Layout specifications relate to spacing,
margins, alignment and flow. Media specifications might include
ad size, bleed, colours and preferred file formats. Abbreviation
for the word specifications.
 Stet
› Copy marked for amendment or deletion should be restored
back to it’s original state.
 Subhead
› Small heading, typically smaller and used after the main
heading, and before body copy. Typically used to explain or
expand upon the heading. Also known as subheading.
 Table of contents
› A list of document’s sections in the order they appear (typically
for documents 8 pages or longer). Sections might include
chapter titles, headings and subheadings. Also known as
Contents or abbreviated to TOC.
 Tag line
› A brief phrase on marketing material which summarises the
brand’s promise or unique selling proposition. Tag lines are
typically repeated throughout marketing material to establish or
reinforce awareness. A tagline is often used at the end of radio
or tv ads, and is often positioned in relation to the logo on
printed or onscreen material. Also known as a slogan or strapline.
 Target audience
› A well-defined target market is critical to effective marketing. It
allows you to tailor copy and design to target specific people,
and this should in turn make marketing more efficient and
effective. Also known as target market or niche market.
 Teaser
› Brief copy often used on direct mail to get the recipient to
continue reading (prior to the remainder of the promo).
 Title case
› Copy written with the first letter of each word in capital letters.
Sometimes excludes prepositions, conjunctions and articles.
 Typo
› A mistake made when typing, including spelling errors, omission
and transposition. Common abbreviation for a typographical
error.
 Unordered list
› List of items (more than one item) with a bullet (circular dot),
square or other graphic as a prefix. Also known as unnumbered
list or bullet points.
 Uppercase
› Copy written in capital letters. Sometimes abbreviated to UC.
Also known as uppercase, caps or full caps.
 Unique selling proposition (USP)
› This competitive strategy considers the relative positioning and
strategies of competitors. A unique positive feature which
distinguishes a product from its competitors (as distinct from
selling based on lowest price or geographic location). Also
known as competitive advantage.
 Widow
› A end of a paragraph which has been separated from the start
of a paragraph by a page break.
 Credibility
 Attention
 Assurance of benefit
 Brief and clear
 Apt and conforming
 An ad copy must focus on the credibility
or the reliability of the ad.
 The copywriters should essentially flaunt
an element of reliability in the ad so that
the consumers are convinced to go
ahead with the product.
 The keywords, punch lines or phrases
that seize the attention of the potential
consumers or some component in the
ad that attracts the target audience is
essential in a good advertising copy.
 An advertisement copy must contain
some promise of the benefits that the
product offers if the consumer purchases
and uses the product.
 An ad copy must be brief and clear, i.e.
it must be to the point. It doesn’t mean
that the copy must omit the important
elements of the ad. A clear copy is easy
and quick to be read by the readers.
 Every ad copy must meet the
conforming standards and rules
acceptable to the advertising media
and the laws of the land.
 means having the ability or power to
create.
 it is pictorial ads using visual cues to
market your business. In a more broad
definition, it is any use of visual elements
to spread awareness of your brand. You
can do it across all channels that use
visual elements, including your website.
 is the study of how colors affect
perceptions and behaviors. In marketing
and branding, color psychology is
focused on how colors impact
consumers’ impressions of a brand and
whether or not they persuade consumers
to consider specific brands or make a
purchase.
Men’s and women’s least
colors:
 It clearly conveys information without
distracting the reader with showy strokes,
designs, or heights. Its simple style allows
readers to unconsciously absorb the
information presented.
 is a span of television programming
produced and paid for by an
organization. It conveys a message
promoting, and aiming to market, a
product or service.
 These advertisements are the result of a
business or a service providing a
valuable consideration, usually money,
in exchange for the station airing their
commercial or mentioning them on air.
 Print publications such as magazines,
books, newspapers and Special Issue
publications (such as annuals) offer a
variety of advertising opportunities
 The fastest growing media outlet for
advertising is the Internet. Compared to
spending in other media, the rate of
spending for Internet advertising is
experiencing tremendous growth and in
the U.S. trails only newspaper and
television advertising in terms of total
spending.
 Any advertising done outdoors that
publicizes your business's products and
services

 Types of outdoor advertising include

billboards, bus benches, interiors and
exteriors of buses, taxis and business
vehicles, and signage posted on the
exterior of your own brick-and-mortar
location.
 are most effective when located close
to the business advertised. Because of
their high cost, they're usually used to
reach a very large audience, as in
political campaigns.
 is an excellent medium because it's
highly visible, like a billboard.
 reaches lots of people, especially
commuters. Your ad is highly visible, and
market research on transit advertising
shows that it's very effective.
 Promotional method in which a
prospective customer is urged to
respond immediately and directly to the
advertiser, through the use of a 'device'
provided in the advertisement.
 is a type of sales technique designed to
evoke an on-the-spot response and
encourage a prospective customer to
take action by opting in advertiser's
offer.
 means offering products for sale through
cable and broadcast television,
including infomercials, QVC and Home
Shopping Network. The “Television Home
Shopping” channel shall specifically
exclude sales through the Internet, CD-
Interactive and other electronic media.
 is a form of direct marketing, which
means that rather than using some form
of mass media to reach consumers,
companies contact consumers
individually by mail, telephone, voice
mail, or email.
 refers to the use of the Web, Internet,
intranets, extranets or some combination
thereof to conduct business. E-business is
similar to e-commerce, but it goes
beyond the simple buying and selling of
products and services online.
 • Basic traffic statistics (such as hits, page
views, visits)
 • Navigation patterns (referrers, next-click,
entrance and exit pages)
 • Content requested (top pages,
directories, images, downloaded files) •
Visitor information (domains, browsers,
platforms)
 • The fulfillment of the web site’s objective
(purchases, downloads, subscriptions)
 is a marketing strategy that involves the
use of the Internet as a medium to
obtain website traffic and target and
deliver marketing messages to the right
customers.
 In order to decide which web media
they should use for their ads, web
marketers need to know how effective
their online ads are in web sites in which
they have been placed. This information
often comes from reports provided by
the web content-provider itself, making
for a conflict of interest
 is marketing material or product mailed
directly to the homes of consumers or
offices of business buyers.
 The Media Strategy process has three
“W”s to be decided. They are
› Where to advertise ?
› When to advertise ?
› What media type to use ?
 In short it means the geographical area
from where it should be visible to the
customers who use or are most likely to
use the product or services offered
 The ad should be delivered with perfect
timing when most customers are like to
buy the product. The planners need to
plan it keeping the budget in mind as
the maximum of 20% of revenues of the
company can be used in the
advertisement section.
 There are basically two media
approaches to choose from.
› Media Concentration approach
› Media Dispersion Approach
 is the process of persuading a potential
customer to buy the product.