SALES & MARKETING SALES PROMOTION DIRECT MARKETING PUBLIC SERVICE COLLATERAL MATERIAL ADVERTISING INDUSTRY SELF- PROMOTION PRINT ADVERTISING

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1 SALES & MARKETING SALES Product or Service Sales Presentation 1A Catalog 1AA Digital Booklet/Presentation 1B Sales Kit or Product Information Sheets 1C Menu 1D Packaging 2A Single Unit 2B Point-of-Purchase (POP) 3A Counter Top 3B Free-Standing COLLATERAL MATERIAL 4 Stationery Package 5 Annual Report Printer Newsletter 6A Single Newsletter 6B Brochure 7A Single unit 7B Publication Design (Magazine or Book) 8A Cover 8B Editorial Spread or Feature (One editorial spread or feature per entry) 8C Series (Covers or spreads or features) 8D Magazine Design (Entire Magazine) 8E Book Design (Entire Book) Special Event Material 9A Card, Invitation, Announcement -Single unit 11B Card, Invitation, Announcement- DIRECT MARKETING Direct Mail 10A Flat- Single 10B Flat- 10C 3D/Mixed- Single 10D 3D/Mixed- Specialty Advertising 11A Apparel 11B Other Merchandise 11C Public Service Collateral 12A Brand Elements 12B Annual Report (printed or digital) 12C Brochure/Sales Kit 13 Public Service Direct Marketing & Specialty Advertising Collateral 14 Brand Elements 15 Direct Marketing & Specialty Advertising 16 Special Event Materials PRINT ADVERTISING Magazine Advertising 17A Full Page Or Less- Single Unit 17B Spread, Multiple Page or Insert- Single Unit 17C

2 MAGAZINE SELF- 18A 18B Single Unit- Any Size NEWSPAPER ADVERTISING 19A 19B 19C 19D 19E Fractional Page- Single Unit Full Page- Single Unit Spread or Multiple Page- Single Unit Specialty Advertising- Single Unit NEWSPAPER SELF- 20A 20B Single Unit- Any Size BRANDED CONTENT & ENTERTAINMENT 21 Branded Content & Entertainment- Any print medium 22 Public Service Print Advertising 23 Advertising Industry Self-Promotion (print advertising) OUT-OF-HOME & AMBIENT MEDIA AMBIENT MEDIA Guerrilla Marketing 24A Single Occurrence 24B Installations 25A Single Installation 25B Multiple Installations Events 26A Single Event 26B Multiple Events OUT-OF-HOME Poster 27A Poster-Single Unit 27B Poster- Outdoor Board 28A Flat -Single Unit 28B Super-sized, Extension/Dimensional, Digital or Animated-Single Unit Mass Transit/Airlines 29A Interior- Single 29B Exterior- Single Site 30A Interior- Single 30B Large Venue- Single 31 Out-Of-Home Out-Of-Home Self-Promotion 32A Single Unit 32B Public Service Out-Of-Home 33A Poster 33B Out-Of-Home Public Service Ambient Media 34 Ambient Media 35 Advertising Industry Self-Promotion Out-Of-Home 36 Advertising Industry Self-Promotion Ambient Media ONLINE/INTERACTIVE WEBSITES 37A 37B 37C Consumer 37AA Mobile Websites, including responsive B-to-B 37BB Mobile Websites, including responsive Microsites SOCIAL MEDIA 38A 38B APPS 39A 39B 39C 39D Single Platform Multiple Platforms Mobile App Website Based App Games Tools & Utilities

3 ADVERTISING & 40 Web Banner Ads 41 Website Takeovers 42 SYNDICATED CONTENT 43 Blogs 44 Digital Publications BRANDED CONTENT & ENTERTAINMENT 45 Branded Content & Entertainment for Online/ Interactive PUBLICE SERVICE 46 Public Service Online/Interactive 47 Advertising Industry Self-Promotion Online/ Interactive FILM, VIDEO & SOUND RADIO ADVERTISING Radio Advertising / Local 48A Single Spot :30 seconds or less 48AA Low Budget (under $500) 48AB Station Produced 48B Single Spot more than :30 seconds 48BA Low Budget (under $500) 48BB Station Produced 48C 48CA Low Budget (under $500) 48CB Station Produced Radio Advertising Regional / National 49A Single Spot :30 seconds or less 49B Single Spot more than :30 seconds 49C Radio Self-Promotion 50A Single Spot- Any Length 50AA Low Budget (under $1,000) 50B 50BA Low Budget (under $1,000) TELEVISION ADVERTISING Television Advertising- Local (One DMA) 51A Single Spot :15 or less 51B Single Spot :30 seconds 51C Single Spot :60 or more 51D Television Advertising- Regional / National 52A Single Spot- Up to 2:00 52B TELEVISION SELF- TV Self-Promotion / Local 53A Single Spot- Any Length 53AA Low Budget (under $5,000) 53B 53A Low Budget (under $5,000) TV Self-Promotion- Regional or National 54A Single Spot- Any Length 54B ONLINE FILM, VIDEO, AND SOUND Internet Commercial 55A Single Spot- Any Length 55B Podcast 56A Single Podcast 56B 57 Webisode(s) BRANDED CONTENT & ENTERTAINMENT Branded Content & Entertainment for Online Film, Video & Sound 58A Single entry :60 seconds or less 58B Single entry- more than :60 seconds 59 Branded Content & Entertainment for Television 60 Branded Content & Entertainment- Non-Broadcast CINEMA ADVERTISING 61 Movie Trailer 62 In-Theatre Commercials or Slides SALES 63 Audio/Visual Sales Presentation

4 MUSIC VIDEOS 64 Music Video 65 Public Service Television 66 Public Service Radio 67 Public Service Online Film, Video & Sound 68 Public Service Non-Broadcast Audio/Visual ADVERTISNG INDUSTRY SELF- 69 Advertising Industry Self-Promotion Film, Video & Sound CROSS PLATFORM INTEGRATED CAMPAIGNS Integrated Advertising s 70A B-to-B - Local 70AA Low Budget (under $5,000) 70B B-to-B - Regional/National 70C Consumer - Local 70CA Low Budget (under $5,000) 70D Consumer - Regional/National 71 Integrated Brand Identity - Local or Regional/National 72 Integrated Branded Content -Local or Regional/National ONLINE/INTERACTIVE CAMPAIGN 73 Online/Interactive Public Service s 74A Single Medium Public Service 74B Integrated Media Public Service 75 Ad Club or Marketing Club Advertising Industry Self-Promotion s 76A Single Medium 76B Integrated Media ELEMENTS OF ADVERTISING COPYWRITING 77 Copywriting VISUAL 78 Logo Design Illustration 79A Illustration- Single 79B Illustration- Series Still Photography 80A Black & White, Single 80B Color, Single 80C Digitally Enhanced, Single 80D 81 Art Direction FILM & VIDEO 82 Cinematography 83 Animation or Special Effects 84 Video Editing SOUND 85A 85B Music Without Lyrics Music With Lyrics 86 Voiceover Talent 87 Sound Design DIGITAL CREATIVE TECHNOLOGY 88 Interface & Navigation 88A Ecommerce Website 88B Non-ecommerce Website 89 Responsive Design 89A Ecommerce Website 89B Non-ecommerce Website 90 GPS & Location Technology 91 Augmented Reality 92 Mobile Interaction 93 User Experience 94 Data Driven Media 95 Innovative Use of Interactive/ Technology

5 LOCAL ONLY Coulda Been A Contender Category is the best work that never made the light of day. Though it didn't air, the work is deemed exemplary by you and your team. Winners here are not eligible to move on to Nationals. 96 Coulda Been A Contender (single entry any medium) 96A Coulda Been A Contender (campaign - any medium) Community Award A design project or campaign, which is specifically San Diego centric, that is meant to improve the community. This could be for fun, a nonprofit, or a specific paid project that has local community benefits. 97 Community Award (single entry any medium) 97A Community Award (campaign any medium)

6 SALES & MARKETING SALES 1A 1B Packaging Point of Purchase COLLATERAL MATERIAL 2 Stationery Package 3 Annual Report or Brochure 4 Special Event materials (invitations, cards, etc.) Publication Design (Magazine or Book) 5A Cover 5B Spread or Feature (One editorial spread or feature per entry) 5C Series 5D Magazine Design (Entire Magazine) 5E Book Design (Entire Book) DIRECT MARKETING 6 Direct Marketing PRINT ADVERTISING MAGAZINE ADVERTISING Magazine Advertising 7A 7B Single (Full Page or Less) NEWSPAPER ADVERTISING Newspaper Advertising 8A 8B Single (Full Page or Less) OUT OF HOME & AMBIENT MEDIA OUT-OF-HOME Poster 9A Single (Full Page or Less) 9B Outdoor & Transit Advertising 10A Outdoor Board (Flat or 3D) 10B Mass Transit (Interior or Exterior) 10C AMBIENT MEDIA Guerilla Marketing, Installations and Events 11A 11B Single Occurrence or Installation ONLINE / INTERACTIVE 12 Website Social Media 13A Single Platform 13B Multiple Platforms () 14 Apps Advertising & Promotion 15A Web Banner Ads 15B Takeovers 15C FILM, VIDEO & SOUND RADIO ADVERTISING 16A 16B Single TELEVISION ADVERTISING 17A 17B Single

7 CROSS-PLATFORM INTEGRATED CAMPAIGNS Integrated Advertising 18 B-to-B 19 Consumer 20 Integrated Brand Identity ELEMENTS OF ADVERTISING 21 Copywriting VISUAL 22 Logo Design Illustration 23A Illustration- Single 23B Illustration- Series Still Photography 24A Black & White, Single 24B Color, Single 24C Digitally Enhanced, Single 24D 25 Art Direction Film, Video & Sound 26 Cinematography 27 Animation or Special Effects 28 Music Only 29 Music with Lyrics 30 Sound Design 31 Digital Creative Technology