In-house agency: An in-house advertising agency is owned and operated by its one and only client: the advertiser. Instead of a company outsourcing its advertising to an agency, its ad campaigns are mainly handled by its own in-house agency. The best example is Mudra which started off as an in-house agency for Reliance Industries and later went on to become one of India’s best known advertising agencies.
The big issue that a company has to address is: should it save the 15% commission by having its own in-house agency or should it try to maximize its 85% of its advertising spend by making its campaign open to all the advertising agencies. Once outside agencies are given a chance the survival of the fittest principle would kick in and the company will get a great advertising campaign. Some advertising may still be directed to outside agencies, usually on a per-project basis.
Bleed advertisement: Reproduce a drawing or photograph so that it covers the entire page (or poster), leaving no margin. An advertisement that runs to the edge of a page is called a bleed advertisement. It may bleed on three sides, two sides, or one side, leaving the white space on the other side(s) open for copy. Whether the ad bleeds on one, two, three, or four sides, most magazines charge a 15% premium for its use, since the size of the plate needed to print a bleed ad is necessarily larger than that for typical advertisements. Designed to get attention, a bleed ad allows the artist greater flexibility in expressing the advertising concept, because the printing space is larger.
Teaser campaign: Brief advertisement designed to tease the public by offering only bits of information without revealing either the sponsor of the advertisements or the product being advertised. Teaser advertisements are the frontrunners of an advertising campaign, and their purpose is to arouse curiosity and get attention for the campaign that follows. In order for a teaser campaign to be effective, the advertisements must have great visibility in print, broadcast, and out of home media so as to reach a great many people. Teaser advertisements are often used in the introduction of a major motion picture or a new product.
ASCI: The Advertising Standards Council of India (ASCI) (1985) has adopted a Code for Self-Regulation in Advertising. It is a commitment to honest advertising and to fair competition in the market-place. It stands for the protection of the legitimate interests of consumers and all concerned with advertising - advertisers, media, advertising agencies and others who help in the creation or placement of advertisements.
Deceptive advertising: is defined as "a representation, omission or practice that is likely to mislead the consumer" and "practices that have been found misleading or deceptive in specific cases include false oral or written representations, misleading price claims, sales of hazardous or systematically defective products or services without adequate disclosures, failure to disclose information regarding pyramid sales, use of bait and switch techniques, failure to perform promised services, and failure to meet warranty obligations.
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