Newspaper advertising terminology

History of advertising Bronze plate for printing an advertisement for the Liu family needle shop at JinanSong dynasty China. It is the world's earliest identified printed advertising medium. Egyptians used papyrus to make sales messages and wall posters. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome.

Newspaper advertising terminology

Industry terms accomplish two important things for the businesses that use them. One is good, the other is bad. They want to demonstrate knowledge and educate the customer in the language so the customer has a clear understanding of the benefits being offered by the product or service.

Brand Usage Guidelines

This education of the customer arms them with the ability to spot the unscrupulous business person. The bad part is that some businesses use industry jargon to make the customer feel uncomfortable by asking for clarification of the Newspaper advertising terminology.

They also use the customers lack of knowledge to jack up the price of the products or services. The newspaper measuring system: Probably one of the most confusing parts of newspaper advertising is their measuring system.

You may have heard the term, "column inch. You would be wrong on both counts. First I must explain the units of measure that newspapers use. Even though they call them column inches only part of the measurements are in inches.

Newspapers use three units of measure. Let me define each one. Pica - One pica is one sixth of an inch.

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The most common typing size 12 pt type is? Can you figure it out from the above information. The above measurements may vary from typeface to typeface but should be pretty close most of the time. An inch is an inch only in America and newspapers. To make it even more confusing newspapers have an unusual way of writing these measurements.

The points will never be more than If they go to twelve we have another pica. Try and stay with me here because this is were it really gets complicated. As mentioned above the common term is "column inches.

Brand Usage Guidelines

Almost since printing began. Here is the rule. How big is this ad? If you said six square inches 2" x 3" you would be mistaken. It is actually approximately 12 square inches.When you’re new to tech it can feel like you’ve stumbled into a conversation where everyone already knows what they’re talking about—and even after you’ve broken in, it can still seem impossible to keep up with all the unfamiliar jargon and acronyms.

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Newspaper advertising terminology
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