Final answer:
The layout for TV commercials in a full-service agency's creative services department is known as a storyboard. It visually outlines the narrative of a commercial and is akin to creating a first blueprint.
Step-by-step explanation:
In the context of creative services within a full-service agency, the layout for TV commercials is known as a storyboard. A storyboard is a graphic representation that uses a sequence of drawings to detail the visual scenes and actions that will take place in the commercial. It is a crucial tool in planning and visualizing the narrative flow of the commercial before filming begins. Storyboards are essential for ensuring that the visual elements align with the advertising goals and effectively convey the message to the target audience. This step in the creative process is akin to creating a blueprint or a first cut for the project. Although logo design, art infusion, and packshot are relevant terms in the advertising and design industry, they refer to different aspects of the visual presentation of products and brands, separate from the layout process for commercials.