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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