| banner | A small ad on a web page.
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| body copy | The text of a brand message.
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| brand identity | The design of the public face or distinctive visual appearance of an organization or brand.
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| call-out | (1) Text positioned around an illustration and pointing to various parts of the visual from the text. (2) A brief passage from the text prominently displayed for impact.
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| caption | Text that explains the point of a visual.
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| comprehensive layout | A highly refined facsimile of the finished piece, which allows the client to judge how the brand message will look (also known as a comp).
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| corporate culture | The way business is conducted within a company.
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| corporate mission | See mission (sense 1).
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| display copy | Copy in a type size larger than that of the text or body copy and meant to entice readers into reading the body copy.
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| dummy | A mock-up that shows the actual size, look, and feel of brochures, multipage materials, packages, and point-of-purchase displays.
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| headline | A line set in large type to get readers' attention and lead into the body copy.
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| home page | The place where viewers begin looking at a website.
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| hyperlink | Buttons or other sensitive areas on the page that, when clicked on, move the viewer to another page (also called link).
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| jingle | A short song that delivers a brand story in a easy-to-hum format.
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| layout | An orderly arrangement of the elements making up an MC message.
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| mechanical | Final camera-ready artwork.
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| message execution | The form of a completed MC message, such as an advertisement, brochure, or package label.
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| navigation | The process by which people access a website, find the information they want, and move around within the site and to other related sites.
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| one-voice, one-look consistency | Consistency that results when all advertising, sales promotion, sponsorships, publicity, direct response, packaging, and other MC messages have the same look, sound, and feel.
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| rough layout | Creative design stage in which the artist draws to the actual size of the ad. Headlines and subheads suggest the final type style; illustrations and photographs are sketched in; and body copy is simulated with lines.
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| signature | A distinctive way of printing the brand name.
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| slogan | A clever phrase that serves as a reminder of the brand, company image, or campaign theme; a memorability device.
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| storyboard | A series of key visuals and accompanying dialogue that explain a TV commercial.
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| strategic consistency | The consistency that results when messages differ but all of them contain certain core elements.
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| tag line | Text at the end of the printed piece that provides either a call to action (such as instructions on how to respond) or a slogan.
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| thumbnail sketch | A small, very rough, rapidly produced drawing used to try out ideas.
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| tone | A general atmosphere or manner of expression.
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| typeface | A set of letters and numbers with a particular or distinguishing design.
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| visualization | Turning the message strategy into a visual.
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