SOME IMPORTANT TERMS USED IN ADVERTISING JOURNALISM & PUBLIC RELATIONS
Ad stands for advertisement.
Add Additions made to a news story
Advance A news story which tells about a future event
Art An illustration which is used in the newspaper or in any other medium
Assignment Duty or job assigned to a journalist.
Air Time Time when a TV or Radio programme stars.
Audience is that group or groups of people for whom a public relations programme is meant for.
Backgrounder A document which explains the facts and importance of a subject
Back up In the process of printing when one side of a sheer has been printed and the reverse side is being printed
Balloon A print line in the form of a circle or loop used in cartoons and comics to link the dialogue with the speaker in an illustration.
Banner A headline that extends across the entire page of the newspaper.
Banner Head These are large type of headlines used all the way across the top of a page.
Beat A place which is visited regularly by a reporter. An exlusive news story may also be called a ‘bear’
“Blow up” Enlarged size of a visual item with the use of camera
Boil To condense or compress a news story
Boomerang-effect In propaganda, when the affected individual reacts in the opposite from the expected way.
Box Printed matter published in a newspaper which is enclosed within printed borders
Bridge Phase or sentence connecting two stories or segments of a telecast
Broadside Printed material used to facilitate quick reading and to motivate the reader to quick action
Caption Details published to explain a work of art, photograph , map or any illustration.
Caps Capital letters
Centre Spread Two facing centre pages of a publication appearing on a continuous sheet.
Circular A printed sheet of paper which is distributed free of cost to be continuous sheet
Circular A printed sheet of paper which is distributed free of cost to be continuous sheet
Circular A printed sheet of paper which is distributed free of cost to be read by people in large number of consumption
Circulation: Number of copies of a newspaper or magazine sold to readers .As one copy is read by several readers readership, is much more than the number of copies .In case of radio and television it means number of people who listen or watch a programme.
Copy readers Those who edit the news copy
Colophon Details such as name of the designer, printed. This is generally given at the end of a paper used.
Conic Book A leaflet or magazine using the comic strip method to tell its purpose.
Conservation Support of the public’s existing opinion and preventing it from changing.
Conversion To change public opinion from one side of an issue to another
Copy Material written by a journalist
copy Desk Editor’s centre at newspaper, magazine, T v or radio station where copy is edited and headlines are written.
Copy Reader Editor who reads and corrects the copy. He usually writes headlines.
Correspondent A reporter who is assigned the reporting job in an out station
Cover means to obtain news.
Coverage Extent of Distribution of Publicity material
Credit Line A line that indicates the source of a picture, cartoon, illustration or film story
Crop When the size of an illustration before it is put into printed form .
Cutlines The part of a caption usually set in boldface type that describes a picture, cartoon, or illustration.
Dateline The place at which an event happened usually placed at the beginning of a newspaper story.
Deadline Closing time for all news copy for a particular newspaper edition or broadcast news. Programme on radio.
Demographics These are various characteristics of an audience-age, sex, size of family, economic status.
Drop-in –ads Advertising messages that are added to regular advertisements of a different character.
Dry-Brush Drawing is made with thick and dry ink or paint that is, usually on coarse board
Dupe A carbon copy of news story
Eras The upper corners of the front page on left and right side of a newspaper.
Editorial Comment on news; opinion expressed by the news paper organization.
Editorialize When we add opinion into a news story
Exclusive Article, story, or broadcast show limited to one medium or net work
Fact Sheet A document containing essential facts, usually in non-narrative form , on a given subject
Feature When human interest is the aim of a study it is called a feature.
Feed Send story by wire or electronic means
Filler Small items used to fill out columns where needed; fill material in a radio or TV news programmes.
Flag Name of the newspaper printed at the top of the front page.
Flash is the first report of a event
Flyer A mailing piece prepared to announce or promote new merchandise, a sale, special offer, or an event
Folio The number of each newspaper page
Follow-up A newspaper or broadcast story that follows a news report
Format Size, shape , and general make-up of a publication
Free-Lance a writer, photographer, cameraman, artist, etc who works on assignment or contract basis
Freeze Single frame of film used as a still picture
Gag A created event, sometimes fiction, developed by a après agent to seek media coverage
Galley A metal tray used to hold type after it has been set.
Gang Coverage Mass coverage of a major news event by one news organization
Ghost Writer One who writes speeches, articles, or other manuscripts that will be presented as the work of his employer or client
Grapeving Informal word-of mouth process of disseminating information or rumours.
Graphics IIIustration material that is used in any type of media.
Handout Publicity material which is released for mass consumption
Hard Sell Overt, forceful effort to persuade , such as advertising about a product’s merits or a direct argument on behalf of an idea
Head A headline or title of a newstory.
Headnote Short text before beginning of an article, usually featuring its highlights and information about the author
Hold Release Instruction placed ion a news story that must not be relased until a certain day or time or notification.
House Magazine Internal publication of an organization or industrial house
Image The subconscious impression a person has had to the subject of the image. A” corporate image” is the supposed impression toward a company held in a common by a whole public
Imposition Preparing a from for printing so that all parts will be in correct position when printed.
Input Information fed into a data processing system like a computer.
Insert Addition to a story written in such a way that it can be placed between two existing photographs.
Kicker A short line over the headline
Kill To eliminate part all of a story or to discontinue a programme or broadcast.
Kinescope A Film made of transmitted television picture
Layout An outline for presentation of material for publication or reproduction within confines of the previously designated format.
Lead is the beginning of a news story
Leaders Dots used to direct the eye from one part of the copy to another.
Leaflet A printed piece, usually of four pages.
Libel Any defamatory statement expressed in writing
Lock up Deadline in the composing room for getting all page forms into the stereo type department.
Localize Make specific references to a locality in a mass –distributed story or broadcast
Log Man A reporter who is assigned to go after information and phone or write to newspaper office
Make Up Assembling the newspaper I he composing room
Manual A book or booklet is which directions and instructions are compiled.
Mass Publication Periodicals having a wide variety of appeal and a large general circulation
Masthead Heading containing details about name of publication and staff, which appears in each issue.
Mat or Matrix A papier-mâché impression of a printing plate, from which a lead casting can be ,made to reproduce the material on the original plate
Model Release A document signed by a model allowing use pictures of the model
Morgue News library containing newspaper clippings , reference materials, photographs etc.
Multiple-Channel Approach Impressing an idea or subject on an audience by utililsing many types of media and communications.
Network Linkup of two more broadcast stations to carry the same material
Newsletter A publication ion letter-size formate, usually issued periodically
Op Ed.(Opposite editorial) The page facing the editorial page in newspapers
Open end Broadcast material in which time is left at beginning or end for addition of material by the station
Optical Reader Electronic reader of printed material
Outline A brief summary or gist of an article or a programme.
Outtake Filmed or taped material not used in the final programme.
Overhead A news story sent by telegraph instead of by the leased wire.
Obit an announcement of death; obituary
Overnight An assignment from the previous day; a story written the day before for use the following day
Overset Unused type left from an edition.
Phamphlet A printed piece of a few pages, with a paper cover, often interchangeable with “leaflet”
Pix Short word for pictures.
Planting To place publicity material with the media
Poll A survey of the attitudes,, opinion, and/or desires of a specific group of people.
Pool one or more newsmen selected to cover an event for a large group of news reporters.
Position paper A document exposer that an organization’s position in an communication from a given source
Precinct Principle Organization of a campaign through delegation of local responsibilities to chosen leaders in each community, as in the precincts of a city in a political campaign
Presentation Where a written material, graphic display films, or other materials is offered as a programme at a meeting.
Press Conference When a meeting is convened to inform members of the press bout an event or news subject, and they are allowed to ask questions and explore their of interest in the subject.
Prime Time Broadcast hours when the potential audience is largest-usually weekday evenings
Promotion Special activities designed and intended to create and stimulate interest in a person, product, organization, or cause.
Propaganda an organized attempt influences the opinion of others.
Proposal Materials organized to offer plans for a programme or services. A proposal may be used at a presentation or submitted by mail or hand delivery.
Public Relations .all activities , and attitudes intended to judge, adjust to, influence, and direct the opinion of any group or groups of persons in the interest of any individual , group , or institution. Also helping an organization and its publics to accommodate each other
Publicity Technique is a form of public relations. a message purposefully planned, executed, and distributed through selected media to further the particular interest of the client without specific payment to media
Puffery Exaggeration or unsubstantiated material appearing in publicity.
Puff-Sheet A publication that survives by consciously giving favorable mentions to advertisers and others who aid it financially
Query Message from correspondent, stringer, freelance writer or reporter offering a story for publication or broadcast.
Questionnaire contains questions that are asked of persons interviewed in a survey regarding their attitudes, opinions, intentions, desire, activities.
Recap Recapitulation of subject-matter, series, or programme.
Release To make over a page and stereotype in; makeover.
Rewrite Man A journalist who writes stories from material provided by others.
Rim the outside edge of a horseshoe-shaped copy desk in the news room
Rough Priliminary draft of manuscript or visualization of graphic.
Roundup A news story which is prepared from material drawn from various sources.
Routing Cutting out a part of a plate or engraving so it will not print
Schedule List of headlines or assignments for a particular edition or broadcast news programme.
Scoop An exclusive news story
Self-Mailer Printed folder prepared for mailing without an envelope.
Serifs Small decorative lines on letters at the ends of elements. The most distinguished feature of some faces. The lines, or “flares,” at the ends of the elements in the individual letters of the text and display type used in books are properly called serifs
Sidebar A story that is related to a main elaborate on further.
Simulcast when a programme is transmitted over television and radio simultaneously
Slant Emphasis given in a story or programme
Slides individual film frames that are projected onto a screen to serve as visual accompaniment to an oral presentation
Slot The inside space of a horseshoe-shaped copy desk where the head copy reader sits.
Slug Lines Words placed at the upper left of a story to identify the story during typesetting and make-up of a publication
Soft Sell indirect, subtle effort to persuade without overt presentation of arguments on the issue. Motivation by indirect techniques
Split Page First page of a second in a paper with two sections
Split Play Treatment of a news event in which one side of an issues is presented prominently first and the other side not until later. Often results from second party being unprepared or late in issuing its information.
Split Run Publication in part of the total circulation of a newspaper or magazine
Split Screen Two or more images shown simultaneously in a TV transmission
Spread An advertisement, group off related Photographs, or copy that occupies two facing pages in a publication
Squib A short in a newspaper or magazine. Sometimes, a short second heading that tells more about a long story.
Story “Angle or “Peg” The distinctive interest element that makes a story notable or newsworthy.
Storyboard Sequence of roughs depicting the continuity of television programme contact or commercials.
Stringer A part-time correspondent for a paper write service or broadcast news operation
String Man A reporter I a given area who is available on call to cover stories for a medium headquartered elsewhere.
Stuffer A printed piece intended for insertion into pay envelopes, packages delivered to customers, with bills receipts, or any other item that provided a medium of delivery.
Stunt A created event developed by a press agent to evoke publicity.
Style Book Manual setting up standards for handling copy, i.e., spelling, capitalization, abbreviations, world usages, and so on.
Subhead Small heading with a news story or article to break us solid type mass and catch reader’s eye.
Tabloid a newspaper format, smaller than standard size, and usually having five columns per page, each page being slightly more than half the size off a standard paper.
Tally Light Red light on TV camera indicating its picture is being transmitted.
Teaser Material that stimulates interest in forthcoming media content without providing specifics.
Terminal A Place in a communication system where information can either leave or enter
Text The body of any written material-the copy
Tie-in A promotional technique used to describe the joint (or combined) activities of two or more organizations on one project.
Tight means there is little news-space available or when not much time is available in a broadcast news programme.
Time Copy News copy of a non-urgent nature-usually set in advance and used as filler where needed.
Trim when we cut a news story even leaving out the essentials.
Typo An typing error.
Update Up-tp-date information in a story.
Videophone It is combined telephone and television transmission, by which voice and sight of the two parties are received at each end
Vignette Feature, sully a sidebar, providing, a humorous, poignant, etc., look at a subject
Visual Display Terminal (VDT) displays copy selected from computer memory and allows editing
Wash Drawing Water color or diluted India ink brush drawing that requires halftone reproduction.
Watermark Identification mark left in texture of paper, which can be –seen where held up to the light.
