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ad retention

ad retention  

Reference type:
Overview Page
Subject:
Media studies
(market research)The percentage of consumers who recall a specific advertisement or brand even after exposure to the advertising has ceased. Advertisements thus have a residual ‘half-life’. See also ...
advertising

advertising  

A communication that is paid for by an identified sponsor with the object of promoting ideas, goods, or services. It is intended to persuade and sometimes to inform. The two basic aspects of ...
advertising copy

advertising copy  

Reference type:
Overview Page
Subject:
Media studies
The verbal (spoken or written) text in an advertisement, which is the responsibility of a copywriter.
advertising in books

advertising in books  

Reference type:
Overview Page
Advertising in books has existed in some form since printed books became a marketable commodity in the Gutenberg era. Printers’ devices served as early forms of trademark, giving printers a ...
Alfred A. Knopf

Alfred A. Knopf  

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Overview Page
 (1892–1984) American publisher.With his wife, Blanche, Alfred Knopf created a firm legendary for excellent design, innovative advertising, and interest in foreign authors. Like the covers of his ...
annuals

annuals  

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Overview Page
This term covers miscellanies, such as Joy Street (1923) or Blackie's Children's Annual (1905); annual publications associated with weekly or monthly story papers or comics, such as Dandy (1939) or ...
date

date  

Reference type:
Overview Page
A standard element of an imprint in a book, normally found on the title-page or its verso or, for incunabula and some 16th-century books, in the colophon. MSS and incunabula ...
E. McKnight Kauffer

E. McKnight Kauffer  

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Overview Page
(1890–1954)American designer and painter, active mainly in England. After studying in San Francisco, Chicago, and Paris, he settled in London in 1914. He was a member of Group X, but he virtually ...
ephemera

ephemera  

Reference type:
Overview Page
Things that exist or are used or enjoyed for only a short time; items of collectable memorabilia, typically written or printed ones, that were originally expected to have only short-term usefulness ...
Erhard Ratdolt

Erhard Ratdolt  

 (1447–c.1528) Printer in Venice and Augsburg.Ratdolt’s Venetian press (1476–86) developed numerous typographical innovations (Renaissance initials and borders, printing in multiple colours), and ...
Great Books of Robert Maynard Hutchins and Mortimer Adler

Great Books of Robert Maynard Hutchins and Mortimer Adler  

Reference type:
Overview Page
The idea for the Great Books of the Western World emerged from a course taught to Chicago-area business leaders by two University of Chicago faculty members, University President Robert Maynard ...
half-sheet

half-sheet  

Reference type:
Overview Page
Many broadsides, advertisements, and other ephemeral products of jobbing printing were produced as half-sheets. Typically, the printer would use full sheets of paper, but impose the sheet for ...
inns

inns  

Reference type:
Overview Page
Subject:
History
[MC]An establishment which provided food, drink, stabling, and, usually, accommodation for travellers. Inns commonly stand along main highways and in market towns.
insert

insert  

A detailed promotional copy or material inserted into a newspaper, magazine, or journal. See also advertising.
jobbing printing

jobbing printing  

Reference type:
Overview Page
In the Dictionary of the Art of Printing (1841), Savage defined a ‘job’ as ‘anything which printed does not exceed a sheet’ and a ‘Job House’ as: a printing office ...
Johann Mentelin

Johann Mentelin  

(c.1410–1478),German printer, born in Schlettstadt (now French Sélestat). In about 1468 he became the first printer in Strassburg. In 1460 Mentelin published a 49-line Bible, which enabled him to ...
magic formula

magic formula  

Reference type:
Overview Page
Some purveyors of diets claim that their product contains a ‘magic formula’ to help you lose weight without any need to diet or exercise. These claims appeal to a desire for easy answers to difficult ...
newspapers

newspapers  

Reference type:
Overview Page
Subject:
Literature
Publications including news, articles, and advertisements, usually issued daily or weekly in printed form, but including web-based versions. In Britain, the first ‘news papers’ appeared in the 16th ...
personal function

personal function  

Reference type:
Overview Page
Subject:
Media studies
Halliday's term for a linguistic function in which one uses language to express one's emotions, personality, and ‘gut reactions’. For example, ‘I hate that!’
playbook

playbook  

Reference type:
Overview Page
Book or MS containing the text of a play or plays; book of entertainments for children; in American football, manual of plays and strategies.

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