Glossary

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KERNING
Tightening space between letters to improve apparent regularity.

KEY
A code in an advertisement to facilitate tracing which advertisement produced an inquiry or order.

KEYLINE
An assembly of all elements of a print ad pasted on a board. It is camera-ready art that is photographed in order to make the negative that in turn is used to make the printing plate. Also called mechanical.

KEY VISUAL
The scene in a TV commercial that embodies the basic concept of the message.

KEY WORD
The first word in a classified ad.

KEYING AN ADVERTISEMENT
Identification within an advertisement or coupon that permits inquiries or requests to be traced to a specific advertisement.

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