Terms & Definitions

Accrual — monies deposited into a co-op marketing fund

Ad Slick — high-quality proof of an advertisement printed on glossy paper (suitable for reproduction)

Advertisement — a piece of artwork or audio/video that will be placed in a magazine, direct mail, or promotion, or placed as a radio or television ad

Affidavit — a sworn written statement

Artwork — a sample of the final print ad, point-of-sale display, or direct mail piece as it would appear/be received. (All text must be included. The term artwork can also be used for television or radio advertisements as they aired. Tapes of final spots must be accompanied by a printout of the script.)

Co-Operative Advertising (Co-Op) — joint promotion of a national advertiser (manufacturer) and a local retailer

Point-of-Sale — display or promotional materials featured where goods are sold

Portable Document Format (pdf) — a file format generated by Adobe Systems, Inc. that uses PostScript printer description language and is highly portable across computer platforms

Script — the written text of a television or radio commercial

Storyboard — a series of illustrations or photos (video) accompanied by text (audio) that represent scenes in a television commercial

Tear Sheet — a copy of an ad from a newspaper or magazine