Glossary: E
- Ebbinghaus Memory Retention Curve
- Named for researcher Hermann Ebbinghaus, this classic "relearning and forgetting" model illustrates that frequent repetition of a message on successive occasions greatly enhances retention of the message.
- editorial
- All non-commercial news material in a publication (i.e., everything that is not advertising).
- editorial contact
- Communicating with a publication's writer or editor, typically to discuss public relations stories or initiatives.
- editorial integrity
- The desire of editors to maintain impartiality in the news content of their publications. Generally used in reference to the separation of advertising and editorial.
- electronic file
- A computer file such as text, graphics, photographs, etc.
- electronic storage media
- The disk, tape or other physical media on which electronic files are stored.
- email (e-mail)
- A communications format that involves sending computer-based messages over telecommunications technology. Email can include a letter-style text message or more elaborate web-style HTML message. Users can also attach other files to the email and transmit all elements simultaneously.
- emboss(ing)
- A process that stamps an image onto the surface of paper using engraved metal dies, extreme pressure and heat.
Embossing styles include:
- embossed: A raised design created by making an impression on the reverse side.
- debossed: A depressed design created by making an impression into the surface.
- foil: An impression that applies a thin metallic "foil" to a design.
- blind: An impression that does not align with a printed or foil image.
- print: An impression that aligns with a printed image.
- envelope size
- In the United States, common envelope sizes include:
- Monarch (7 1/2" x 3 7/8")
- #10 (9 1/2" x 4 1/8")
- #12 (11" x 4 3/4")
- 6" x 9"
- 9" x 12"
- B5 (176 x 250 mm)
- C5 (162 x 229 mm)
- EPS
- Encapsulated postscript. A computer file format used in professional graphic design.
- estimate
- An approximate cost for a proposed project.
- exposure
- Any opportunity for a reader, viewer or listener to see and/or hear an advertising message in a particular media vehicle.
- eye tracking
- The pattern of a reader's eye movements as he or she views an ad, brochure or publication layout. Eye-tracking studies help design professionals create layouts that effectively convey information in the desired sequence by ensuring that elements are presented in the order in which they will most likely be viewed by the reader.
