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.docПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ
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Magenta. Standard red colour used in four-colour process (see)
Make-up. Layout and design of pages of a publication.
Managed news. Managed and sometimes leaked news by politicians. Attempt to
control political news. Margins. In printing , (unless bled off, see bleed) usually four to a page, back,
head, fore-edge and tail. Market proof. One on which printer has made corrections before submitting to
client. Market theory. Based on Ricardo's theory of an international division of labour,
that goods should be produced where most economic or efficient to do so ,
e.g. aircraft in the USA. Not to be confused with marketing theory (see).
Marketing. As defined by Chartered Institute of Marketing 'Marketing is the management process responsible for identifying, anticipating and satisfying customers requirements' profitably'. This goes beyond selling what you have to sell, to selling what you believe people will buy, and to make a profit in so doing. This also goes beyond a mere exchange process.
Marketing communication. All the elements and techniques necessary to communicate with the market ranging from business cards, labels and packaging to advertising, public relations and after-sales services.
Marketing concept. Business philosophy as expressed in the CIM definition above, starting with needs of the consumer.
Marketing mix. All the elements contained in the marketing strategy as originated by Neil Boeden, but taking in many more elements than the original set, and preferably considered in chronological order of application rather than in the narrow Four Ps concept of product, price, place and promotion. Public relations is not a separate part of the marketing mix, as advertising is, because there is a public relations aspect to most elements of the mix.
Marketing research. Scientific and statistical study of everything concerned with marketing. Some of its techniques can also be applied to PR in appreciating and assessing results.
Mass media. Media such as press, radio, TV and cinema which reach large numbers of people as distinct from some private or created PR media used to reach specific public (see).
Masthead. Distinctive title design of a publication, not unlike a logo.
Matt. Dull, unpolished paper.
Meanline. The x-height of a typeface, that is the height of small letters like a, e, i and o. The greater this height, the more legible the text. Some display faces have low x-heights which make them unsuitable as text types.
Media. Publishers and broadcasters. The media can be divided into various categories: trade media, special interest media, national media, local media, and so on.
Plural of medium. Vehicles of communication. The press is a medium, but the press, radio and TV are media.
Media advisory. A short memo to a publication or broadcast outlet announcing an opportunity for news coverage. Such a memo often gives the date and time of an event and describes the possible interview or photo opportunities.
Media explosion. The development of new media such as cable and satellite TV video, interactive compact discs, teletext and so on.