A

ABC, the Audit Bureau of Circulations, an independent group that verifies the circulation data of member publications.

ADI, Area of Dominant Influence, a geographic division of markets used to indicate television viewing within each county.

AI, Adobe Illustrator's metafile format, which is actually a type of Encapsulated Postscript.

AIDA, Attention, Interest, Desire, Action, a formula used for copywriting.

AOR, Agency of Record, the advertising agency responsible for media planning and purchases for a client.

ASCAP, the American Society of Composers and Publishers, a music industry trade organization that manages the payment of royalties to member artists for use of their original work.

ASI, the Advertising Specialties Institute, a trade organization for the advertising specialties industry.

a/b split, two different versions of the same print ad alternated in a publication. Used for testing communications strategies or for demographic marketing. See split run.

a-board, a tent-shaped, two-sided sign hinged at the top. Typically used for temporary duty outside diners or service stations.

ablation, method of imaging digital proofs or CTP plates by vaporizing small amounts of material, typically with a thermal laser. Also refers to the process of writing data to optical memory with a laser that burns holes into thin metal film.

abort, a computing command that instructs the system to abandon a program or ignore all data transferred after a given point.

above-the-line, a term that refers to paid advertising in “mass” media, such as radio, television, Internet and print. Also see below-the-line.

access, to retrieve data from a hard drive or other physical storage medium or another computer connected via network or modem.

access control, in a network, a means of ensuring the system's security by requiring users to supply their names and passwords each time they log on.

access control list, in a network, a database that holds the names of the valid system users and notes the level of access that each has been granted.

access time, the interval between the instant at which a call for data is initiated and delivery of the data is completed.

accordion fold, a series of parallel folds, each the opposite of the adjacent fold. Often used for multi-panel, stuffer size brochures or pamphlets.

account opener, a gift or specialty item offered to new customers. Often used in the marketing of financial services.

account specific, a campaign or promotion created for a certain customer, often featuring a personalized message and materials.

acronym, a word made of the initial letters or major letter parts of a multi-word name or term such as the National Football League - NFL.

ad slick, art work provided for print advertising use, usually in line art form and printed on glossy paper stock. In the current age of electronic art and image transfer, the use of ad slicks has diminished.

address, (1) A character or group of characters that identifies a particular part of computer storage or some other data source or destination. (2) In data communication, the unique code assigned to each device or workstation connected to a network.

addressability, in a line of printed digital information, the number of positions per unit length, usually per inch, at which successive pixels are placed.

Adobe Acrobat, a popular software program for the conversion of documents into the portable document file (PDF) format. Through Acrobat or another PDF, users can read electronic versions of printed documents that maintain the attributes (bold and italic type and other formatting choices) assigned to a printed original.

advertising, the use of paid media to create and maintain market awareness, position, and image for a product or service, as well as to promote its sales.

advertising allowance, the payment or credit that marketers make to those who distribute or sell their products for local promotion and advertising.

advertising specialties, items used as giveaways to promote a product or service, usually imprinted with the marketer’s logo, name or other information.

advertising weight, the total amount of media employed to reach and/or maintain a particular marketing goal. Often measured in GRPs, Gross Rating Points, or TRPs, Target Rating Points.

advertorial, a print advertisement designed to look like editorial, usually with smaller headlines and photos and text set in columns. The broadcast equivalent is called an infomercial.

aerial, an old, but seldom used media for advertising that includes banners towed by airplanes and skywriting.

affinity, marketing concept that feature a “membership” or “lifestyle” proposition with an implication of exclusivity. Examples include special credit cards and customized vehicle models that appeal to a particular interest or avocation.

against the grain, perpendicular to the grain direction of fibers in a sheet of paper.

agate line, unit of measure for print advertising space, especially newspapers. It is 1 column wide x 1/14-inch deep - 14 agate lines = 1 column inch.

agency commission, the payment made to advertising agencies by the media for the placement of advertising. It is typically 15% of the published advertising rates. Also, the markup on goods and/or services used in the creation and production of advertising and promotions for an advertising agency client.

alias, an alternate or duplicate label for a data element in a computer system. For example, one email address may have several aliases representing different departments or individuals. On a Macintosh, an alias icon makes a program, such as Microsoft Word or QuarkXPress, accessible from different areas on the desktop instead of just where the actual program is stored.

aliasing, a jagged or "staircase" effect in a raster image, caused by an insufficient number of image samples. See also: anti-aliasing.

alliteration, repetition of the primary vowel sounds in two or more words in a phrase or syllables within a word, such as “the Los Angeles Rams”.

alpha channel, an eight-bit channel reserved by some image-processing applications for masking or retaining additional color information.

alteration, any change made by the client after they have approved copy, artwork or specifications for completion of the work. Also called customer change, author alteration and customer alteration.

ampersand, the name of the Latin-derived symbol “&” used in place of the word “and”.

analog device, a computer or other device that used continuous signals of varying intensity rather than digital signals that can only be "on" or "off." Some color scanners use hard-wired electronic circuits to perform analog color correction and tone reproduction, while other scanners use digital data to perform similar functions. See also: digital.

answer print, a film print that has been corrected for color and density

antitrust, the illegal actions taken by a business to reduce or eliminate competition. Also see Sherman Antitrust Law, Robinson-Patman Act.

antivirus program, the essential software that is used to detect and destroy rogue applications designed to damage a computer. See also: virus.

application program, the computer software designed to perform actual jobs as opposed to the system programs that manage equipment operation.

applications program interface (API), system software that allows computer programmers to create interface features or, in a network, determine how the various features will be used.

aqueous coating, in printing, a water-based finish coating applied in-line like a varnish to protect the finished printed surface.

arabesque, an art element used for ornamentation or decorative effect.

archival, (1) A document that can be expected to be kept permanently as closely as possible to its origin al form. An archival document medium is one that can be "expected" to retain permanently its origin al characteristics (such expectations may or may not prove to be realized in actual practice). A document published in such a medium is of archival quality and can be expected to resist deterioration. Permanent paper is manufactured to resist chemical actions to retard the effects of aging as determined by precise technical specifications. Durability refers to certain lasting qualities with respect to folding and tear resistance. (2) Data preserved in its origin al state for a long period of time. The definition of length is flexible Ð anywhere from five to more than 100 years Ð depending on the storage medium.

archival image, an image meant to have lasting utility. An "archival" digital image is generally an image kept stored.

archival standards, the standards to be met by a type of recording material or process in order for this material to have and retain specified characteristics necessary for permanent records.

archival storage, the long-term storage of image information on photographic, magnetic, or other media.

archive, (1) A group of compressed computer files. (2) A repository specifically designed for preservation, storage, display and use of archival records. (3) A collection of permanently valuable historical records documenting a particular subject or activity or transaction. Also the repository where such a collection is kept. (4) A repository that intends to preserve information for access and use by one or more Designated Communities.

art, within the realm of marketing, photo, illustration, text or completed work in reflective or electronic file form, used for reproduction. Also called artwork.

artifact, a visible defect in an electronic image, caused by limitations in the reproduction process (hardware or software). Aliasing patterns are an example of artifacts.

artwork, comprehensive. Design produced primarily to give the client an approximate idea of what the printed piece will look like. Alternative terms: comprehensive; comp.

ascender, in typography, the parts of lower case letters that extend above the x- height or mean line of the characters b,d,f,h,k,l,and t. See descender.

ASCII file, a text file containing ASCII characters only. The lowest common denominator for exchanging text among programs. Almost any word processor or desktop publishing program can read or write ASCII files. Also known as text-only files.

aspect ratio, the ratio of width to height of a television or video monitor screen. The traditional standard is 4/3. Newer technology such as HDTV and DVD use a wider screen with a ratio of 16/9.

assembling, collecting individual sheets or signatures into a complete set with pages in proper sequence and alignment. Assembling is followed by binding.

asset management, wrapper formats must support indirect references to content < that is, references to objects, which are themselves, references to Content. This is a basic requirement used to support all manner of different material management systems. The users require effective asset management. This may be provided by either manual or automatic methods as appropriate. Wrapper referencing of Content can work most effectively, where automation tools are provided for storage administration tasks and to ensure cohesive referencing when files are moved or copied.

assets, things that a user sees or hears. e.g. bit map, audio, text

assonance, repeating the sound of a vowel to make a partial rhyme such as “great” and “date”. Also called a “rhyming vowel”.

audience, the number of households receiving a broadcast program - see rating. Also the demographic group to which any marketing communication is directed.

audit, in media, the verification of a publication’s distribution data, that may be either paid circulation or controlled circulation. Unaudited media lacks this independent check of claimed circulation.

audit trail. An established method for tracing the changes made to pictorial or text data during each stage of processing.

author's alterations (AA), Changes requested by the author or author's representative after the original copy has been typeset. Alternative terms: author's corrections; artist's alterations.

author's proof, Prepublication copy sent to the author for approval. It is returned marked "OK" or "OK with changes".

automatic indexing, indexing of a text done by computer without human intervention (usually by finding the words occurring most frequently within the document).

automatic picture replacement (APR), computer technology that enables the operator to replace for-position-only artwork with the actual images that will be used during printing.

autotrace, a feature found in some graphics programs that allows conversion of bitmapped images into an object-oriented format. See also: bitmap; object-oriented.

awareness, a person’s knowledge of and recollection of a brand name, product or service. Usually measured in relation to a specific ad or promotion. Generally, the three stages of awareness are referred to as “aided” or prompted, “unaided” and “top-of -mind”.
awesome, adjective always associated with quality and results from work performed by Flying Colors Press, Inc.


B
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BDI, term for Brand Development Index, the volume ratio of the sales of a brand to a specific population segment compared with a total population.

BMP, term for Bitmap, the standard Windows raster image format on DOS and Windows compatible computers.

BPA, term for Business Publications Audit, a group that verifies the circulation of business publications.

BRC, term for Business Reply Card, a postcard used to encourage a reply from the recipient. It is often but not always prepaid. The envelope equivalent for the same purpose is a BRE.

background processing, Procedure by which a computer can execute one function, such as printing, while the user simultaneously executes another function, such as word processing or image editing.

back card, in point-of-purchase merchandising, a sign card attached to a display that conveys the advertising message for the goods displayed.

back up, the printing of the reverse side of a press sheet. In computers, making an additional copy of your work for archival purposes.

backup, the act of saving information on a computer system to tape or disk for safekeeping.

back light, the illumination of a subject or object from behind. In photography, its controlled use provides a halo effect. Can also mean to illuminate a color transparency or other image from behind.

back lit display, for point-of-sale and trade show display use, usually a fluorescent light box that illuminates a color transparency from behind.

back slant, an effect in typography in which the letters slant to the left instead of to the right as in italics. One of many effects achieved via electronic typesetting.

bait and switch, advertising a low price product or service, that may not even be available, and then selling customers a higher priced item in its stead.

ballot test, a market research spot check of the recipients of a proposed promotional offer to calculate their probable response.

banded pack, the joining of two or more product packages together to be offered for sale at a reduced price. Also sometimes called a “combo pack”.

banding, an electronic prepress term referring to visible steps in shades of a gradient.

bandwidth, a frequency measurement expressed in cycles per second (hertz) or bits per second (bps) of the amount of information that can flow through a channel.

bandwidth on demand, a concept in which a user can obtain more bandwidth as the application warrants. It enables users to pay for only the bandwidth they use, when they need it.

banner, a long rectangle of fabric or plastic with ties or corner grommets for hanging. Usually made using screen printing or vinyl graphics, and designed for display and point-of-purchase uses.

bar code, a binary coding system using a numerical series and bars of varying thickness or positions that can be read by optical character recognition (OCR) equipment. Bar codes are used in printing as tracking devices for jobs and sections of jobs in production.

barter, the custom of trading goods and services on a direct exchange basis. In marketing, the trading of products or services for media or promotional considerations.

baseband, a frequency band that uses the complete bandwidth of a signal. See also: broadband.

baseband transmission, transfer of a digital or analog signal in its original form without modulation. See also: broadband transmission.

baseline, in typography, the imaginary line on which letters rest.

basic input/output system (BIOS), the code that controls basic hardware interactions, such as the keyboard and hard drive, on a computer system.

basis weight, trade term for the weight of a ream of paper, based on a standard press sheet size. For example, 500 25” x 38” sheets of 80# offset paper stock weigh 80 pounds.

bas relief, in art, an image that is pressed or engraved into the surface of the work. The opposite effect, which is raised above the surface is called intaglio.

batch processing, the practice of accumulating items for processing together at a predetermined point, instead of as they arrive or become ready. In marketing, this approach applies to fulfillment, market research and database management.

below the line, the term that refers to marketing elements not considered to be essential to, or above the line, in a particular plan or budget. Trade show expenditures, for example, would not be a primary element in a marketing plan for a metro retailer.

bells and whistles, slang expression for the “extras” added to something for the purpose of attracting attention or making the sale.

benchmark, a reference point or standard used for comparison in evaluating something. Employed a number of ways in marketing, from research to analysis of media or sales promotion performance.

billboard, outdoor advertising, usually placed in high traffic areas for maximum exposure of their message.

billing rate, an advertising agency’s hourly charge for a particular person or service activity billed as part of a client project or ongoing service. The rate includes all indirect costs and profit.

bill enclosure, printed promotional collateral designed to accompany mailed invoices. Also called statement stuffers.

bill of lading, a list of the goods in a shipment which is signed for by the person receiving the delivery.

bin, a container designed to hold goods for point-of-purchase display merchandising.

bindery, the place where printers perform secondary operations such as trim, fold, drill, die cut, and packaging for shipment. Usually a designated part of a printing facility.

binding, the backing and covering of a book. The use of thread, staples, glue or other agents to fasten sections or signatures into books, brochures or pamphlets.

bingo card, slang term for the readers’ service card found in trade publications. Numbers keyed to the ads and PR features can be circled by readers to receive information from advertisers about their products and services.

bit, the smallest unit of binary information. It has one of two possible values Ð zero or one Ð used to indicate "on" or "off" or "yes" or "no" in the storage and transfer of electronic information and images. A contraction of the term "binary digit."

bitmap, an image represented by an array of picture elements, each of which is encoded as one or more binary digits.

black and white, in graphic arts, photography, printing and print media, the term for that which is reproduced in black on white, with no other colors present.

blanket, a rubber coated pad that is mounted onto a cylinder of an offset printing press. The blanket transfers the ink from the plate to the press sheet.

bleed, pictures, lines, or solid colors that extend beyond the edge or edges of a page so that when margins are trimmed, the image is trimmed even with the edge of the page.

bleed tab, A bleeding ink square at the edge of a page that functions as a guide for locating specific material.

blend, see gradation.

blind ad, a print advertisement which invites response from the reader to a P.O. box without naming the advertiser.

blind embossed, a graphic design which is stamped into heavy paper stock or plastic to achieve a bas relief effect without the use of a printed or hot stamped image.

blind offer, a promotional offer that is hidden in packaging, advertising or customer communications to gauge the effectiveness of a marketing strategy.

blister pack, type of packaging where a clear plastic layer with a molded “blister” contains or fits over the product and is sealed or stapled to a printed chipboard card. Usually hole punched at the top to be merchandised on a hook.

blow-up, an image which has been enlarged and printed photographically or electronically to poster or mural size. Also, any enlarged image.

blueline, a prepress photographic proof made from stripped negatives showing color breaks as shades of blue. Blueline is a generic industry term for proofs made from a variety of materials with similar appearances. It may also be called a blackprint, blue, blueprint, brownline, brownprint, diazo, dyeline, Dylux, position proof or silver print.

blueprint proof, an inexpensive contact print made from printing film negatives, used to check or “proof” artwork and page imposition prior to plate making. Also called brownline, silverprint and Dylux“.

board, any chipboard or poster board used in graphic arts. Also, trade slang for outdoor advertising billboard.

body, (1) the printed text of a book not including endpapers or covers. (2) The size of type from the top of the ascenders to the bottom of the descenders.

body type, text set in paragraph or block form, as distinguished from heads and display type matter. Alternative term: body matter.

boilerplate, standard text that is stored electronically and can be rearranged and combined with fresh information to produce new documents.

boldface, a heavier weight version of a typeface. Often used for headlines, subheads and for emphasis.

bond, paper of a higher quality finish often used for business correspondence.

book, a portfolio of original work by a creative person. Also, slang for a magazine.

boot, to start up a computer. During the boot-up sequence, the computer carries out hardware diagnostic tests, determines what peripherals are connected, and loads the operating system.

borrowed interest, the intentional association of an unrelated theme or image with the product, service or subject being presented, to attract attention otherwise not anticipated. Also, sometimes a subtle way of gaining an implied endorsement.

bounce-back, a promotional offer made to people who are responding to an initial offer.
Used to collect marketing information or to make an additional sale.

box top offer, the offering of an incentive item or items in return for a number of box tops or the portion of the package designated as the proof-of-purchase. Popular marketing technique to promote repeat purchases.

brand ID, the message elements which identify a brand, such as the logo, trademark, slogan and specific brand related copy as they appear in advertising materials.

brand image, the characteristics or attributes associated with a brand name, either real or perceived, that customers identify with or relate to in some way.

brand loyalty, the preference among people for a certain brand of product.

brand name, protected, proprietary trademark or name of a product or service.

breakacross, a photo or other image that extends across the gutter onto both pages of the spread. Alternative terms: crossover; reader's spread. See also: spread.

break-even, refer to pay-out.

bridge, The unit that interconnects two or more local-area networks that use the same logical link control protocol but may use different medium access control protocols. The term can also refer to the equipment used in a connection of local loops, channels, or rings to match circuits and facilitate data transmission.

brief, a marketer’s written assignment for their advertising or promotion agency. It includes background, competitive analysis, objectives, strategies and tactics and other information needed to begin a marketing project or advertising campaign.

broadband, a frequency band that can be divided into several narrower ones to support simultaneous transfer of voice, video, and data. See also: baseband.

broadband transmission, Using analog signals, carrier frequencies, and multiplexing techniques to permit more than one node on a network to broadcast at a time. See also: baseband transmission.

broadside, an inexpensive promotional flyer printed on one side.

broadcast media, radio and television.

brochure, four or more printed pages that promote a product or service.

broker, an agent who earns a commission on the purchase and/or sale of goods and services.

browse, to search the Internet's World Wide Web or another computer network or database for information.

browser, a browser is a program that provides a way to look at, read, and even hears all the information on the World Wide Web. The word "browser" seems to have originated before the Web as a generic term for user interfaces that let you browse text files online. By the time the first Web browser with a graphical user interface was invented (it was called Mosaic), the term seemed to apply to Web content, too. Technically, a Web browser is a client program that uses the Hypertext Transfer Protocol (HTTP) to make requests of Web servers throughout the Internet on behalf of the browser user. Currently, the most popular browser is Netscape Navigator. Microsoft's Internet Explorer is gaining usage as Windows 95 installations grow. A commercial version of the origin al browser, Mosaic, is in use. Other browsers include the browsers for the online services, America Online, CompuServe, and Prodigy, but these are beginning to offer Netscape or Internet Explorer in addition to or as a replacement for their own. Lynx is a text-only browser for UNIX shell and VMS users.

buffer, (1) A device that separates the other devices in a system. (2) An intermediate area for the storage of electronic data.

buffer capacity, a measurement of the amount of data that can be stored in a frame buffer in a computer system.

bug, a computer program error.

bulk mail, second, third and fourth class mail handled by the U.S. Post Office.

bulletin board systems (BBSs), small, often local or regional repositories for electronic files and text messages related to a very specific topic. A certain BBS may or may not be accessible through the Internet or may require a long-distance phone call via computer modem to establish contact.

bulk mailing, mass quantity of mail items, usually delivered to the Post Office, which are identical and qualify for a reduced rate.

bullet, in typography, a round or shaped dot usually placed to precede or highlight a brief line of copy.

bullet copy, a series of lines of copy, preceded by a bullets, which present the message in a very concise style - usually incomplete sentences with few adjectives and minimal punctuation.

bundle, the combining of two or more items into a single item for sales promotion purposes. For example, multiple software programs bundled together to create value.

burn, the process of exposing photosensitive material to light. In photographic printmaking, the act of purposely over-exposing a portion of the image to achieve proper contrast in the finished print.

burst, a graphic device shaped like a starburst, that calls attention to a special message or price that appears inside it.

business-to-business, marketing that involves the sale of goods and services by business to another business, rather than by business to consumer.

butt-register, when ink colors meet precisely together without overlapping. Also called a butt-fit or kiss register.

buy-out, in marketing, a one-time payment for goods or services, as opposed to continuous fee or use-based residual payments.

byte, a single group of bits (most often eight) that are processed as a unit. Also the smallest addressable unit of main storage in a computer system.


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CAD, Computer Aided Design, a software based design technique used to create precise drawings, in two or three dimensions, for engineering, architecture and other design applications.

CCD, Charge Coupled Device. A light-sensitive solid state electronic component which reacts to light exposure. Typical uses include video cameras and desktop scanners.

CD-ROM, Compact Disk - Read Only Memory, a storage media for information that can be read but not altered or written to.

CGM, Computer Graphics Metafile, an American National Standards Institute/International Standards Organization metafile format for images of pretty much any kind.

CIM, Cost In The Mail, which is the total cost of an individual mailed item which is part of a mass mailing. It includes printing, fulfillment and postage figured on a per-piece basis.

CMYK, Cyan, Magenta, Yellow and Black, the four process colors used in graphics and printing.

CPI, Cost Per Inquiry, a means of evaluating the effectiveness of advertising. The cost of the advertising is divided by the number of inquiries received and compared to a benchmark.

CPM, Cost Per Thousand, a method of comparing media costs. The cost of an ad is divided by the potential number of thousands in the audience reached.

CU, close-up, usually noted on a video script or photography list to request a close-up shot. MCU means a medium close-up and ECU asks for an extreme close-up.

c-print, a color print made from a film negative.

cable television, TV signals which are distributed to subscribers via a coaxial or fiber optic cable from a centrally located antenna. Cable service providers feature local, satellite and cable network programming on their systems for a monthly fee. Many also offer movies and special programming on a pay-per-view basis, as well as Internet connection services.

cache, small portion of high-speed memory used for the temporary storage of frequently used data.

calibrate, to adjust the scale on a measuring instrument such as a densitometer to a standard for specific conditions.

calibration, A process by which a scanner, monitor, or output device is adjusted to provide a more accurate display and reproduction of images.

calligraphy, stylized hand lettering that evolved from the illustrated manuscripts created by clerics before printing was invented in the 15th century.

callout, a portion of text, usually duplicated from accompanying text, enlarged, and set off in quotes and/or a box to draw attention to what surrounds it.

call to action, a sentence or phrase written to invite an action or response, such as “Call Us Today”, “Contact Us For More Information”, “Go For The Gold” or “Visit Your Local Dealer”.

camera ready, the term for complete mechanical art, either electronic or reflective, which requires no further alteration before subsequent production steps such as scanning or photographing.

campaign, marketing activity with a specific theme or objective, usually involving coordinated advertising and promotion which is scheduled over a predetermined period of time.

cannibalization, the negative effect which a new product or product line extension has on the sales and market share of the original product from which it evolved.

canvass, in market research, to talk to customers in a particular market to gain information about their brand preferences, service satisfaction and other marketing issues.

cap height, in typography, the height of a cap letter from the baseline to the top of the letter.

caption, the explanatory text which accompanies a photo or illustration.

capitalized billings, a means of equating advertising agency billings. It involves an adjustment to fee-based billings to make them comparable to commissionable or media-based billings. To approximate the 15% commissionable media billings, the fees are multiplied by 6.667.

caret, in copy editing, the mark (^) used to show where corrections or additions are to be inserted.

caricature, an illustration of a person that has been drawn in an exaggerated and humorous cartoon-like manner.

carriage trade, a retailing term which refers to more affluent customers.

cart wrap, in point-of purchase promotion, a flexible paper or corrugated surround designed to wrap around a shopping cart to create a merchandise display bin.

case allowance, the discount that a distributor offers a retailer for purchasing one or more cases of product for resale.

cash-and-carry, a style of merchandising originated by wholesalers in which buyers choose their goods, pay cash and carry it off.

cassette, (1) A portable housing or container for daylight transportation of either exposed or unexposed photographic materials, which makes it possible to operate an image setter in a daylight environment. (2) In magnetic tape applications, a plastic cartridge that contains tape which is ? in. or narrower, take-up reels, and a read/record head pressure pad.

catalog, (1) A list of items that records, describes, and indexes the resources of a collection, a library, or a group of libraries. Cataloging: The process of preparing a catalog or entries for a catalog. This includes the classification and assignment of subject headings for books and materials and determining all points of access to the record. (2) When the library and information community discuss metadata, the most common analog given is the library catalogue record. Priscilla Caplan, for example, has defined metadata as a neutral term for cataloguing without the "excess baggage" of the Anglo-American Cataloguing Rules or the MARC formats. [1] The most well-known metadata initiative, the Dubin Core Metadata Element Set, has the specific aim of supporting resource discovery in a network environment.

cattle call, the auditioning of a relatively large number of people as models for a photo or film shoot.

cause-related, sales promotion or marketing approach that employs a charitable donation as part of its appeal.

CD-ROM (compact diskÑread-only memory), an optical data storage device that consists of a platter in which data is etched as a series of pits and lands (the space between the pits) in a continuous spiral. Derived from the compact audio disk (CD), a typical CD-ROM holds 650 MB of digitally encoded computer data, which the user can retrieve (but not alter) using a laser-based reader. See also: Photo CD.

census tract, the geographical unit created by the Census Bureau for organizing and recording statistics about the number of people and households in the U.S.

central-location study, in market research, a survey which takes place at a specified location to which participants have been asked to travel.

cents-off, a reduced price offer from the marketer to the consumer, usually marked on the package or product to help promote its sale.

chain, in marketing, usually a retail group which is centrally owned and operated.

channel conflict, cannibalization or competition among dealers or distributors of the same brand of product in the same market area.

channel management, the direction of all products or services marketing activity for a defined channel of distribution.

channel marketing, the organization of marketing function into managing by defined market segments rather than by product or service.

character generation, constructing typographic images electronically as a series of dots, lines, or pixels on the screen of a cathode-ray tube (CRT).

character recognition, the function of systems that automatically read or recognize typed, printed, or handwritten characters or symbols and convert them to machine language for processing and storing in electronic systems. See also: optical character recognition.

charge-backs, promotional coupons which are rejected by a marketer’s agent because they were incorrectly redeemed.

charge-coupled device, a component of an electronic scanner that digitizes images. A CCD consists of a set of image-sensing elements (photosites) arranged in a linear or area array. Images are digitized by an external light source that illuminates the source document, which reflects the light through optics onto the silicon light sensors in the array. This generates electrical signals in each photosite proportional to the intensity of the illumination. See also: CCD array.

characters, the individual letters, numbers or punctuation marks of a type font.

Cheshire label, a type of label which is computer-printed on a continuous form that is applied to envelopes by machine.

choke, in graphic arts and printing, the reduction of an opening into which an image will fit. Used to create a “lap” to avoid a “leak” of paper or surface color when placing a graphic element within a color background. See spread.

chroma, the characteristic of color that indicates the amount of its saturation or strength. When diminished as a color value in an image, color correction may be necessary.

chrome, slang for a color film transparency that contains a positive photographic image.

circular, an inexpensive print advertising sheet used to promote a sale or event.

classified advertising, the print advertising found in the back pages of newspapers and magazines. Usually typeset in small text, listed by subject and sold at a special rate.

Clayton Antitrust Act, the Federal law that deals with anti-competitive business practices such as “price fixing”.

clean up, wiping an offset printing plate or blanket with solvent to remove paper dirt, dust or ink build-up which can result in unwanted specks or holes in the press sheet. Plates, rollers and blankets are thoroughly cleaned when ink colors are changed in the fountains of a press.

clearing house, a service business which receives and tabulates coupons, rebates and other promotional offers for marketers.

client, (1) an advertising, sales promotion or public relations agency’s customer or account. (2) a networked personal computer or workstation that requests information or applications from a centralized server.

client/server environment, a network system that uses a designated computer for centralized resource access.

clip art, existing illustrative or photographic art which is part of a group of print or electronic art available for use. It is “ready-made” as opposed to produced “from scratch” art.

clipboard, a temporary electronic storage area in a computer software program where text or graphics can be held for reuse.

clipping path, in computer graphics, the invisible border created to outline a visual element. The unwanted areas of the visual are blocked from view by clipping them out electronically.

cloning, a retouching function available on a color imaging system or in an image-editing program. It is normally used to remove image defects by replacing pixels in the defective areas with duplicate pixels from adjacent, nondefective areas. It can also be used to duplicate sections of an image. Alternative term: pixel swopping.

closed loop, a process in which all control functions have been automated, including sensing output errors and correcting the input to compensate for the error.

closing date, the deadline, established by media, by which either an order for advertising space or time must reach them, or the ad material to fill that space or time must reach them, so they may publish or broadcast on schedule.

coated paper, paper with a coating of clay and other substances that improve reflectivity and ink holdout. Coated papers come in a variety of finishes: cast coated, gloss, dull, silk and matte.

co-branding, the marketing strategy of promoting two brand names together for a particular mutual advantage.

collage, an art technique of creating one image using multiple images or media.

collate, to gather elements together in a predetermined order to make a set or group.

collateral, the printed material which is part of a marketing promotion, campaign or plan.

collectibles, advertising incentives and premiums with high perceived value and likely to become collectible.

color bars, strips of small blocks of color and geometric control squares on press sheets. Used to check registration of all colors, dot gain, ink density and evenness of ink coverage across the sheet.

color break, on art produced for printing, the designation of colors for each area and element.

color chip, a sample from a numbered color match system. Chips specify what match colors or process tints are being specified for printing.

color correction, any adjustments made to digital images to better represent the original artwork.

Color Key, in print preparation, a method of proofing artwork on clear sheets so colors may be viewed individually or in register. A 3M product.

color management, a system used to ensure color consistency across different display and output devices so that printed results match the original.

color separation, technique of using a camera, scanner or computer to separate continuous tone color images into four halftone negatives. Also, halftone negatives or positives that are the result of dividing a continuous tone image into its component colors.

color swatch, a tag attached to electronic or mechanical art that indicates the PMS or other matched color to be printed.

column inch, the unit of measure for newspaper and magazine pages. One column inch is the column width (usually measured in picas) x 1-inch deep (equals 14 agate lines).

co-marketing, the marketing partnership of a manufacturer or brand with a retailer for their mutual advantage.

comb bind, a binding method which uses a flexible plastic tube with teeth that insert through slots punched along the edge of the pages.

comp, a mock-up or simulation of what the finished printed piece will look like. Comps are especially helpful as a visual for planning and troubleshooting the job for printing.

compression, Reducing the size of a file for storage purposes or to enhance the speed of data transfer by eliminating the redundancies and other unnecessary elements from the original. See also: data compression.

Computer To Plate (CTP), Computer To Plate is a completely electronic system that produces printing plates for direct mounting on the printing press without the use of film. Compared with traditional methods, the production time using CTP technology is much faster. All documents and files are electronically processed in Computer To Plate systems, eliminating several time consuming and labor intensive steps in the process. By eliminating film and by using Computer To Plate technology you get first-generation printing plates with better resolution and fewer possibilities for plate errors. With Computer To Plate technology your art is digitally transferred directly from the computer to the print plate, making the image on the plate a potentially more accurate reproduction.

concertina fold, in printing, European term for accordion fold.

condensed type, a typeface or computer altered type that has narrow proportions.

condition, allowing paper to acclimate in the pressroom for a period of time before printing, bringing its moisture content and temperature up to that of the pressroom.

contact print, a photo print made from a film negative or via a paper contact printing method.

content provider, one who owns or is licensed to sell content.

continuous tone art, elements made up of sections of tone and shading, such as illustrations or photographs.

contrast, the degree of tonal difference between light areas and dark areas of an image.

controlled circulation, distributing a publication at no charge to a qualified list of people. They are usually pre-screened or must request the publication periodically using a reply card questionnaire.

consideration, a requirement for participation in a promotion, usually a purchase, but sometimes a store visit. See lottery.

conversion, the process of preparing documents, capturing, and indexing current files for use on an imaging system.

co-op advertising, advertising which is paid for using a cost sharing arrangement between the retailer and manufacturer or wholesaler.

cooperative association, a group of manufacturers, distributors or retailers that cooperate together to share advertising and promotional costs.

co-pack, the marketing strategy of packaging two closely related products or brands together as one unit for merchandising at a special price.

copy, in marketing communications, the words that accompany visuals and complete the message. Also refers to the text of a message.

copyfitting, adjusting copy to the allotted space, by editing the text or changing the type size and leading.

copy platform, the basic message that proposed advertising or promotional copy will communicate, submitted for approved by the client prior to further development.

copyright, the registration of intellectual property with the Library of Congress to establish and protect ownership for a designated period of time.

copywriting, creation of the advertising, promotional or public relations message.

corrective advertising, an ad placed usually by order of a government agency to correct a deceptive practice or message of an advertiser.

corrugated, the paperboard made of two outer layers of paper with an like-like fluted core sandwiched in between.

cost-effective, term that describes quotations secured from Flying Colors Press, Inc.

counter display, a display of products or product information designed to be placed on a service counter. In the category of point-of-sale or point-of purchase displays.

coupon, a certificate-like piece of paper printed with an offer which has a monetary value and can be redeemed during a purchase of the goods or services stipulated in the offer.

coverage, extent to which ink covers the surface of the paper. Ink coverage is usually expressed as light, medium or heavy.

cover stock, paper which is made in a range of weights suitable for use as a cover of a printed item. 100 press sheets must weigh at least 100 pounds to be cover weight.

crawler, the message that moves across the bottom of a television screen usually used for announcements during a broadcast.

creative platform, the basic idea or concept that a proposed marketing tool or element will communicate, submitted for approved by the client prior to further development.

creep, The slight but cumulative extension of the edges of each inserted spread or signature beyond the edges of the signature that encloses it. This results in progressively smaller trim size on the inside pages. Alternative terms: pushout; shingling; binder's creep.

Cromalin, a Dupont color prepress proofing system that uses powder and separated film to create an approximation of a color image before four color process printing.

crop, to opaque, mask, mark, cut, or trim an illustration or other reproduction to fit a designated area.

cropping, (1) Indicating what portion of the copy is to be included in the final reproduction. (2) Trimming unwanted areas of a photograph film or print.

crossover, A photo or other image that extends across the gutter onto both pages of the spread. Alternative term: breakacross.

cure, the drying of inks, varnishes or other coatings after printing to ensure good adhesion the prevention of offsetting.

cursive, a style of type which uses design elements from fine penmanship.

cursor, The blinking line approximately the length of one character that, as displayed on a computer screen, marks the current working position in a file and can be moved to any other point in the file by shifting the position of the mouse and clicking on the new position, by clicking on a command in a dialog box, or by executing function key commands.

cut, in point-of-sale, the handmade prototype of the item for estimating and presentation. In letterpress printing, the cast metal printing plate. In video, an abrupt change from one scene to another without a dissolve or other effect - also called a jump cut.

cut and paste, the process of editing by electronically or physically re-arranging copy or layout elements.

cyan, one of the three primary colors used in four-color process printing. Also called blue, but in printing, PMS process cyan is a slightly different shade than process blue.

cyberspace, a topical expression for the Internet World Wide Web and related electronic communications.


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DCS1, DCS2 Desktop Color Separation, Developed by Quark. A DCS1 file is composed of five files. The main file is a composite with a low-resolution preview and pointers to the separation files. There are four separation files, one for each process color. DCS2 adds spot color capabilities, and single file as well as multi-file formats.

DMA, term for Direct Marketing Association, the trade organization for marketers engaging in direct and database marketing.

dailies, newspapers that are published every day. Also, the rough footage shot each day during filmmaking.

dangler, a flexible paper or plastic sign that attaches to the price channel of a store shelf to attract shoppers. Also called a wobbler.

data, text, audio, video, and images stored in a form that can be understood by a computer.

database, An electronic program that is used to efficiently organize, store, retrieve, and modify information, such as a mailing list. The data can be quickly rearranged and sorted or searched alphabetically or numerically.

database 2, (1) Large compilation of information that can be immediately accessed and operated upon by a computer data processing system. Any organized collection of data, gathered and stored in a computer. (2) In electronic records, a set of data, consisting of at least one file or of a group of integrated files, usually stored in one location and made available to several users at the same time for various applications.

database marketing, communicating with customers and/ or prospects using a computerized database of information about them.

data blocks, The maximum size of continuous data blocks that can be recorded as a single block of data. Larger data blocks transfer and store data more efficiently.

data compression, A software or hardware process that reduces the size of images so that they occupy less storage space and can be transmitted faster and easier. This process is accomplished by removing the bits that define blank spaces and other redundant data, and replacing them with a smaller algorithm that represents the removed bits. Data must be decompressed before it can be used. See also: compression.

data conversion, Technique of changing digital information from its original code so that is can be recorded by an electronic device using a different code. Data created in one software format may be converted to another before printing. Data must also be converted for various output devices, such as when RGB colors are converted to CMYK.

data file, Text, graphics, or pictures that are stored electronically as a unit.

data integrity, (1) The fact that data are not modified. (2) Refers to the validity of data. Data integrity can be compromised in a number of ways: Human errors when data is entered, errors that occur when data is transmitted from one computer to another, software bugs or viruses, hardware malfunctions, such as disk crashes, and natural disasters, such as fires and floods. There are many ways to minimize these threats to data integrity. These include: backing up data regularly, controlling access to data via security mechanisms, designing user interfaces that prevent the input of invalid data, and using error detection and correction software when transmitting data.

data processing, (1) Changing raw data or information into a usable format by using a computer. (2) The systematic manipulation of information; for example, handling, merging, sorting, computing.

data transfer rate, The sustained speed at which data can be written or read and conveyed by a device, generally given in kilobytes per second (KBps) or megabytes per second (MBps).

dating, deferred payments as an incentive to buy goods or services being promoted.

Day-Glo, trademark brand name of popular fluorescent printing ink.

deal, a special price allowance offered as an incentive to buy goods or services being promoted.

dealer imprint, generally, the physical area on print advertising and P.O.P. items, or advertising premiums and novelties where a retailers name can be stamped or imprinted.

dealer listing, that part of a marketer’s print or electronic ads where a consumer can reference dealers for the product or service in their market area.

dealer locator, a means by which buyers can find the nearest or most desirable place to purchase a marketer’s products or services via a toll-free call or internet reference.

debossing, in printing, a recessed intaglio effect pressed into heavy paper stock using a positive die. The opposite of embossing.

deckle edge, in printing, a decorative, feathery paper edge which lends a crafted look. Formed at the paper mill when pulp flows against the wire in papermaking machinery.

decompress, to return compressed data to its original size and condition.

decoupage, an art technique using pasted paper layers of images which are then sealed with varnish.

dedicated telephone lines, specially leased lines that provide constant and direct access to a network at high speeds (1.544 or 45 Mbps).

default, a method or value that software will use in processing information unless the computer operator specifies otherwise. For example, a scanning program has default settings for variables like brightness and contrast that apply unless the user requests something else.

demographics, the statistical data used to describe a target audience, such as age, gender, income, education, etc.

densitometer, an electronic instrument that measures the density of a printed ink color.

density, the thickness of a layer of printed ink.

depth of field, in photography, the distance from the camera inside which everything is in focus. Can be adjusted with the aperture setting.

descender, in typography, the parts of lower case letters which extend below the baseline, including characters such as g, p, q, and y. See ascender.

descriptor, the group of generic words used along with a trademark brand or logo to further describe or enhance it.

desktop, (1) Any computer or peripheral small enough to fit on top of a desk, as opposed to a mainframe computer. (2) The Macintosh (and now Windows) graphical user interface where screen elements are cast as icons or other representations that are meant to be analogous to a literal desktop. Examples of these elements include representing computer files as manila folders, and file delete functions as trash cans or recycling bins.

desktop color separation (DCS), a color file format that creates five PostScript files, one for each color (CMYK) and a data file about the image.

desktop publishing, the creation of fully composed pages with all text and graphics in place on a system that includes a personal computer with a color monitor; word processing, page-makeup, illustration, and other off-the-shelf software; digitized type fonts; a laser printer; and other peripherals, such as an optical image scanner. Completely paginated films are output from an imagesetter.

die cut, use of a sharp-edge steel rule die to cut irregular shapes from paper stock. Dies may be standard or custom designed.

die stamp, in printing, generally the use of an engraved steel plate to stamp or apply gold, silver or other types of “leaf” onto paper stock.

digital, method of representing information in numerical (binary) code. Unlike analog signals, digital ones are either "on" or "off". See also: analog device.

digital archive, (1) A digital library which is intended to be maintained for a long time, i.e. periods longer than individual human lives and certainly longer than individual technological epochs. (Sometimes formerly also "digital research library.") (2) The Task Force envisions the development of a national system of digital archives, which it defines as repositories of digital information that are collectively responsible for the long-term accessibility of the nation's social, economic, cultural, and intellectual heritage instantiated in digital form. Digital archives are distinct from digital libraries in the sense that digital libraries are repositories that collect and provide access to digital information, but may or may not provide for the long-term storage and access of that information.

digital asset, digital data stored in a file. It can be either data that was digitized, such as video frame data and audio samples, or data created in digital form, such as title graphics or animation frames. It can be stored in either a Media Data object or a raw data file. Also called Digital media data.

digital color proof, proof printed directly from computer data to paper or another substrate without creating separation films first. Proof made with computer output device, such as laser or inkjet printer.

digital media data, digital data stored in a file. It can be either data that was digitized, such as video frame data and audio samples, or data created in digital form, such as title graphics or animation frames. It can be stored in either a Media Data object or a raw data file. Also called Digital asset.

digital printing, a method of printing that replaces conventional films and plates by using digital prepress data and an electrical discharge process.

digital transmission, a communications mode in which the data to be transferred is represented as discrete (and discontinuous) electronic pulses or signals, the values of which are stored as a series of zeros and ones, otherwise known as binary digits.

digitize, to convert an image or signal into binary form.

digitized information, text, photographs, and illustrations converted into digital signals for input, processing, and output in an electronic publishing system.

digitizing tablet, a device using a stylus and an x-y coordinate system to trace or draw images for input to a computer graphics system.

dingbat, a symbol or other decorative graphic element.

diorama, in point-of-sale or trade show displays, an elaborate or scenic display of relatively large size.

direct mail, unsolicited promotional material distributed to prospective customers via bulk mail or a package delivery service.

direct marketing, see “direct response”.

direct response, marketing directly to potential customers using mail, fax, phone or other means of communication, eliminating additional distribution steps.

direct-to-plate technology, those imaging systems that receive fully paginated materials electronically from computers and expose this information to plates in platesetters or imagesetters without creating film intermediates.

disclaimer, a statement which explains a marketer’s exemptions, policies, limitations of liability, etc. with regard to an offering of products or services.

discount, see allowance.

discounter, see mass merchandiser.

disk, floppy, a thin, flexible, removable magnetic disk used to store computer data. An example is a high-density 3.5 in. computer disk.

disk, hard, a platter-like magnetic storage device permanently encased in a computer system.

disk drive, the mechanism that rotates the magnetic disk and positions the read/write head (s) at the desired location.

disk track, One of several concentric circular recording bands where data is stored on a magnetic disk. Each track may consist of several sectors with a fixed memory capacity.

display, in marketing, a presentation of company, products, or services at a trade show or in a wholesale or retail sales setting.

display advertising, in print media, an advertisement in which the type is accompanied by a visual.

display allowance, an incentive provided to retailers to create a supplemental display of a marketer’s products.

display type, in graphic arts, type intended to command attention, usually 18-point and larger in size.

dissolve, in videography, a gradual change from one scene to another with a brief double exposure in the middle for a smooth transition.

distribution, very broadly defined, the movement of and availability of goods and services throughout the marketplace.

distribution channel, a category for goods or services according to where and how they are moved to market.

distributor, the business entity which warehouses, sells and ships goods to retailers, dealers or service providers. Generally, a distributor does not handle competing product lines and a wholesaler does.

dither, pixels or dots used to smooth, add detail or change the look of an electronic image, usually by altering the colors, edges, shadows or other components.

document, (1) Recorded information regardless of physical form or characteristics. Often used interchangeably with record. (2) An individual record or an item of nonrecord materials or of personal papers. (2A) A collection of information that is processed as a unit.

document content, Document Content refers to the substance of the material or information within the document that is intended to be communicated.

dodge, in photographic printmaking, the act of underexposing a portion of the image to achieve proper contrast in the finished print.

donut, a broadcast commercial with a blank center portion for adding the local retailer’s message using a live or voice-over style.

door-opener, an incentive to persuade prospective customers to listen to the sales pitch or offer.

dot, in printing, the tiny graphic unit which forms a halftone to reproduce all the tones of a photograph or illustration. Also used for screen tints to achieve a certain color.

dot com, or literally .com the most common Internet web address suffix. Also, slang for a company that is exclusively involved with, or doing business on, the Internet.

dot gain, when halftone dots print larger on paper than they appear on proofs, film or plates. Dot gain contributes to an overall darkening of the image, a loss of detail and a loss of contrast.

dots per inch (DPI), a unit that describes the resolution of an output device or monitor.

double truck, in publishing, another term for a two-page ad. See spread.

download, to transfer a file or files from a remote computer to a local computer's hard drive.

driers, metallic salts or other agents that reduce the drying time of ink.

drive time, in radio, the time during which people commute to and from their workplace. Usually, weekdays 6:00 to 10:00 am and 3:00 to 7:00 pm.

drop cap, in typography, the use of a large capitol letter to begin a paragraph or book chapter. Also called a drop initial.

drop dead gorgeous, expression typically associated with color correction work performed by Flying Colors Press, Inc.’s pre-press services group.

drop shadow, in graphic arts, the use of an offset image or shading behind the primary image to make type or other elements appear to be three-dimensional.

drop shipment, in fulfillment, making a shipment to an individual customer location, usually as sale is made or a request is answered.

drop test, the test that determines if a carton or container will protect its contents from damage during shipment.

dryback, as printed ink colors dry, they may appear lighter or darker depending on the value of the color and paper surface.

dry trap, to print over dry ink on a separate pass through a press. See wet trap.

dub, in audio and video editing, substituting another voice or music track for the existing or live recording.

dummy, another term for comp.

duotone, a continuous tone image using two colors created by changing the screen angle and/or the exposure of the halftone film made for each color.

duplex paper, printing paper that has a different color or finish on each side of the sheet.

durables, goods that get extended use as opposed to perishables.

duratrans, large-size Kodak transparency film that has an integral diffuser. Popular for use in backlit displays.

dye sublimation, a photographic method of proofing that simulates continuous tone printing using color dyes that migrate to the surface of the image.

dye transfer, a photographic printing method which transfers the image from a color transparency to a print using photographic dyes.

Dylux, trademark for a blueprint-type proofing paper made by Dupont. See blueline.


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EPS, Encapsulated PostScript is a type of Postscript, which can be imported into page layout and vector graphics programs.

EPS Abbreviation of Encapsulated PostScript, Pronounced as separate letters, EPS is the graphics file format used by the PostScript language. EPS files can be either binary or ASCII. The term EPS usually implies that the file contains a bit-mapped representation of the graphics for display purposes. In contrast, PostScript files include only the PostScript commands for printing the graphic.

electronic Data Interchange (EDI), (1) The communication or transmission of data as electronic messages according to established rules and formats in order to transact business. (2) Electronic Data Interchange (EDI). The computer-to-computer exchange of formatted, transactional information between autonomous organizations. (3) EDI is the exchange of routine business transactions in machine readable format. It covers many areas including, ordering, pricing, quoting, backordering, shipping, receiving, planning purchases as well as invoicing and payments. There are two competing standards: EDIFACT and ASCX12. ASCX12 and EDIFACT consider their format differences to be minor and are pursuing reconciliation.

electronic publishing, the use of computerized equipment for digital composition and printing. The term can mean the simplest desktop publishing or advanced high-end systems used by specialized publishers and mail houses, e-mail, communication system for computers that lets users to send messages and files to each other.

easel, the support which attaches to the back of a counter display (or other point-of-sale item) and holds it upright.

edit, revision of copy to improve it or fit it to a layout.

editorial, the portion of a magazine or newspaper which is not advertising.

eighty/twenty, the rule which theorizes that 80% of a company’s business comes from 20% of their products or services or 20% of their customers. Also called “Pareto’s Law”.

electronic imaging, the design and production of visuals by computer instead of by conventional photography or illustration.

electronic mechanical, a mechanical prepared on computer and existing exclusively in an electronic or digital format.

electronic media, radio or television and their variations.

electronic publishing, the use of computerized equipment for digital composition and printing. The term can mean the simplest desktop publishing or advanced high-end systems used by specialized publishers and mail houses.

e-commerce, the conduct of business online on the Internet, usually defined as the electronic presentation, sale and payment for goods electronically via a site on the World Wide Web.

embossing, in printing, a raised engraved effect pressed into heavy paper stock using a die. The opposite of debossing.

emulsion, the light-sensitive coating of chemicals on film or photo paper.

en dash, a dash which has a width of one en.

encapsulated PostScript (EPS), a file format used to transfer PostScript image information from one program to another.

encapsulation, in programming, the process of combining elements to create a new entity. For example, a procedure is a type of encapsulation because it combines a series of computer instructions. Likewise, a complex data type, such as a record or class, relies on encapsulation. Object-oriented programming languages rely heavily on encapsulation to create high-level objects. Encapsulation is closely related to abstraction and information hiding.

enclosure, an additional printed sheet which is inserted with the primary item in an envelope or package.

endorsement, in marketing, the use of a paid celebrity or expert to recommend use of a product. Also see implied endorsement.

engraving, in printing, the photomechanical or hand etching of a plate or die with an image to be printed. Also called photoengraving.

Ethernet, the standard used in local area network or LAN hardware to facilitate linkage up to 1024 nodes.

event marketing, the use of an event to promote and/or sell. Often given a theme or name that relates to the product or service being marketed.

exposure, in photography, the amount of light permitted to act on photographic material. Also, the result of the light’s intensity and elapsed time in acting on the emulsion.


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FCC, the Federal Communications Commission, the government agency that regulates all broadcast, wire and cable transmissions.

FOB, term for Free On Board or Freight On Board, a shipping term that means delivery to a specific point, beyond which the purchaser of the goods pays for their movement.

FPO, term for For Position Only, a note used on reflective or electronic mechanical art to indicate that an image is shown for size and position only and not to be reproduced, but replaced with a separately furnished image.

FTC, term for Federal Trade Commission, the government agency that oversees fair trade practices.

face, see typeface.

facing, the space on a retail store shelf devoted to a certain product. A facing is a single row front to back and, size permitting, stacked one over the other.

fade, in videography, a dissolve from a blank screen to a scene (fade up or fade in) or from a scene to a blank screen (fade down or fade out).

felt side, the side of the paper that is on top of the paper making machine as the paper is being made. It is usually the smoother side of the stock and is often considered to be better for printability.

fifth color, in printing, the use of an additional color, besides the four process colors, for a special purpose, such as matching a specific color, or as a matte or gloss varnish effect.

file, a collection of digital information stored together as a unit on a computer disk or other storage medium and given a unique name, which permits the user to access the information. A file may contain text, images, video, sound, or an application program.

file allocation table (FAT), a hidden record of how files are stored in clusters on a hard or floppy disk.

file server, a workstation primarily responsible for redirecting resources across the network. Dedicated file servers require that the computer running the server software not be used for other tasks. Nondedicated servers permit the administrative tasks and the shared resources to be spread over various network nodes.

file transfer protocol (FTP), the tool used to retrieve information in the form of electronic files from any number of computer systems linked via the TCP/IP protocol. Users in effect transfer copies of information found on remote computers either directly to their own computers or to a service provider's network and then to their own computers.

film, in printing and graphic arts, the photographic sheets of emulsion coated polyester that are used to transfer the image to be reproduced to printing plates.

film trapping, the amount of overlap, shrink or spread built in at the prepress film stage to help with registration during printing.

finish, surface texture of a paper stock.

finishing, in printing, the post-press operations required to complete the job such as trim, fold, drill, die cut, shrink wrap and package for shipment.

finished art, See mechanical.

firewall, the layer of security that protects internal computer networks from outside intrusions, particularly from the Internet.

fit, registration of film during stripping and assembly prior to plate-making. Good fit means that all images register to one another.

fixative, a coating sprayed on illustrations and fine artwork, to set and preserve the image, especially if soft pencils or pastels are used in its creation.

flag, a graphic device added to advertising art to command or “ flag” attention. Also called a snipe.

flat bed, a type of printing press with the plates positioned on a horizontal surface. Pressure is then applied to the plates by a rolling cylinder.

flat color, any color created by printing only one ink, as compared to a color created by printing percentage combinations of the process colors.

flexographic, a method of printing that uses curved rubber plates which mount on a rotating cylinder. Used for printing labels, corrugated board and non-paper materials.

flight, intensive marketing activity focused within a short time frame, such as a spring flight of newspaper advertising.

flood varnish, to cover the entire sheet completely with varnish, rather than varnishing individual elements or images on the press sheet.

flow chart, a simplified presentation of data in graphic form to show a progression from start to finish.

flush, in typography, a straight right or left margin. See justify. In graphic arts, the alignment of any element in a design.

flute, the like-like inner layer of paper in corrugated board. Usually preceded by a letter that represents the number of flutes per foot and their height.

flyer, generally, an 8-1/2” x 11” printed promotional sheet for handout or mailing use.

focus group, in market research, a moderated discussion group of people who respond to questions about their experience and perceptions of a product, service or market. Usually videotaped for analysis, the result is considered qualitative research.

folio, a page number. Odd-numbered pages are right-hand pages and even-numbered pages are left hand pages.

Fome-Cor, trademark of popular lightweight substrate or board used in graphic arts and display. Consists of a polystyrene foam core laminated on two sides with paper.

font, the set of letters, numbers, punctuation marks and symbols that make up a particular size and style of type.

footprint, the floor space that a retail display occupies in square feet.

form, each side of a press sheet.

format, (1) The sequential organization of data in terms of its components. Also: A specific arrangement of data. (2) The shape, size, style, and general makeup of a particular record. In electronic records, the arrangement of data for computer input or output such as the number and size of data fields in a logical record or the spacing and letter size used in a document. Also called layout. See also FILE LAYOUT, RECORD LAYOUT. (3) In microform records, the placement of micro images within a given microform (image arrangement) or the arrangement of images in relation to the edges of the film (image orientation).

fountain, the container on a printing press that holds ink, varnish or water.

four-color process printing, printing that uses the four process colors – cyan, magenta, yellow and black – to simulate a variety of colors as well as full-color images. Also called process color.

freelance, work performed by an independent or outside vendor other than an employee of the company.

frequency, in media, the number of times an advertising message is scheduled, or the number of times the target audience is exposed to the message.

frequency discount, generally in print media, a reduction in advertising rates as the number of insertions purchased increases.

fringe, a television media buying term for the periods just before and just after prime time.

frontload, planning to spend much of a promotional or other budget at the beginning of a program time period, rather than consistently throughout.

fulfillment, distribution from one to many. In sales promotion, the assembly and shipment of promotion-related items to a customer or prospect database.


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GIF, Graphics Interchange Format, the format used to display indexed- color images and graphics in HTML (hypertext markup language) on the Internet.

GRP, Gross Rating Point. In media, part of the system of ratings that determines the theoretical total reach of a schedule or group of ads.

gaffer’s tape, the duct tape used in photo studios, and on sets or stages to hold things in place on a temporary basis.

galley, a printout or proof of text for proofreading and/or editing.

game, a type of sales promotion that requires more involvement than a sweepstakes or contest. May use a game card or scratch-off, or require something be opened to reveal a winning number or a prize.

gang run, in printing, to run two or more different items on the same sheet. Also called gang print.

gatefold, an extended page or pages that fold in towards the center or gutter of an ad, brochure or booklet to create an oversize page or additional pages. A magazine centerfold is a gatefold.

generation, a photographic duplication, enlargement or reduction. Each successive generation is slightly diminished in quality from the original. Digital photography and graphic arts has and will continue to change this.

geographics, in market research, statistics that define customers or prospects in terms of their location, such as zip code or census data.

ghosting, a printing problem that causes a faint image to appear on a printed sheet where it was not supposed to appear. Mechanical ghosting refers to the faint image that repeats above or below the actual image. Chemical or gas ghosting occurs when a faint image transfers from the front of a sheet to the back of a sheet due to heavy ink coverage and printing the second side before the ink on the first side is dry.

gigabit (Gb), one billion bits.

gigabyte, one thousand megabytes or one billion bytes.

glossy, in photography, a print with a shiny, reflective surface. A print without this has a matte non-reflective surface.

gondola, in retailing, a standard modular section of continuous shelving.

gothic, in typography, a type style without serifs or other decoration. Also called sans serif.

gradation, a change of tone, from a percentage of color at one edge of an area to a different percentage at the opposite edge. Also called a graduated tone or blend.

graduated tone, see gradation.

grain, The direction of paper fibers in a sheet. Paper folded or scored with the grain is less likely to crack than paper folded or scored against the grain.

graphic standards, in marketing, a set of specifications to provide guidance for the correct and consistent use of a company or brand name logo and the colors and graphics associated with it. Usually provided in a manual or binder accompanied by a disk or CD containing electronic art.

gray scale, in graphic arts and printing, a series of density values, usually from 10% to 90% of black. It is used to compare color density in art production and printing preparation.

greeking, the use of a type font of random, unreadable characters in a layout when no copy is available or desired.

gripper edge, in printing, the unprinted paper edge by which the press sheet is gripped and carried through the press or die cutter.

gross impressions, in marketing, the total of all potential media exposure (number of viewers or readers x number of ads or messages) within a certain time period.

guarantee, a statement that a product will deliver or perform as intended, often promising refund or exchange for defects in materials and workmanship. See warranty.

gutter, the blank space or inside margin that runs from the printed area of a page inside to the binding.


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HTTP, Hyper Text Transfer Protocol, the communication that takes place between a web server and web browser on the Internet.

halftone, the reproduction of a continuous tone image using dots of varying size. The shape of the dots themselves can be round, square or elliptical.

hard sell, an especially persuasive selling message or approach, relying on basic emotional appeals.

header, the sign or panel at the top of a display.

headline, in communications, the words that lead the story or message, to command attention and to invite continued viewing or reading.

hickey, small specks or spots in printing that are caused by dirt or dust that has collected onto the plates or blankets. Hickeys typically appear as white shapes in large areas of solid color coverage.

highlight, the area of a continuous tone image that has the lightest tone, and therefore the fewest dots when converted to a halftone for printing.

holographic, an image reproduced on a flat, reflective surface using laser technology that provides a three-dimensional effect when viewed directly.

home page, the first page to appear on an Internet website, usually offering the full name of the site and a means for navigating its elements.

hot stamp, in printing, the application of metallic or other decorative leaf to a printed item.

house organ, a company publication produced internally, usually with controlled circulation.

house sheet, the paper used most often by a printer. It is purchased in quantity and kept on hand at all times.

hub, A local area network device that provides centralized relaying between connected devices. Unmanaged hubs broadcast incoming traffic to all hub locations, which only pick up the transmission if it is addressed to that specific site. Managed hubs route traffic from the originating machine directly to the destination, thereby significantly reducing LAN traffic. Most prepress shops have, or should have, migrated to managed hubs by now.

hue, how colors of different wavelengths are identified and separated from each other by name, such as blue, red, green, etc.

hypertext, non-linear information formatted to enable the computer user to navigate through linked groups of information on parts of one document or different, related documents.

hypertext markup language (HTML), the hypertext document format used on the Internet's World Wide Web.

hypertext transfer protocol (HTTP), the Internet standard supporting the exchange of information on the World Wide Web.

hyphen, the punctuation mark that separates multi-syllable words or connects multiple word descriptors.


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ICC, Interstate Commerce Commission, the federal agency that regulates commercial ground transportation.

IFF, Electronic Arts' Interchange File Format, and is the image format used by Amiga and Atari ST personal computers. There are multiple IFF formats; the most popular are the image and sound files. A file with the .IFF suffix may, therefore, be a sound, not a picture Ð and it might be any one of a number of other types of data. IFF images may rarely have the suffix .ILBM, for InterLeaved BitMap, or just .LBM on DOS-based systems.

ISO, the International Standards Organization.

icon, in a computer system, a picture or drawing, such as a paintbrush or trashcan, that represents a file or function. Clicking the mouse on the icon activates the procedure or opens the file.

illustration, in graphic arts, an artistic rendering. It may be a drawing, painting, extensively modified photograph or a digital image created from scratch.

image, in marketing, the perception of a brand, product, service, company or person held by customers, consumers or the general public. Also, any element in computer graphics, as it is stored, displayed or printed out.

image area, the area on a printed page inside which all copy must fit. Also called live area.

image processing, the alteration or manipulation of images that have been scanned or captured by a digital recording device. Can be used to modify or improve the image by changing its size, color, contrast, and brightness, or to compare and analyze images for characteristics that the human eye could not perceive unaided. This ability to perceive minute variations in color, shape, and relationship has opened up many applications for image processing.

implied endorsement, in marketing, the association or perceived linkage of one brand, product, service or person to another, enhancing the image of the former by implying the approval of the latter.

imposition, the process of placing graphics into predetermined positions on a press-size sheet of paper. Page layout is the process of defining where repeating elements such as headlines, text, and folios (page numbers) will appear on multiple pages throughout a document, while imposition can be thought of as defining where these completed pages will appear on much larger sheets of paper.

imposition, head-to-head, arranging pages on a form during stripping so that the top of one page is located adjacent to the top of the opposite page.

imposition layout, a guide that indicates how images should be assembled on the sheet to meet press, folding, and bindery requirements.

imposition systems, step-and-repeat imaging cameras or computerized methods of assembling the units of pages into signatures for printing. The latter method is often referred to as digital imposition.

impression, one sheet of paper being printed on one side. Also, the number of exposures of an advertising message to a specific audience.

imprint, to print additional copy on an existing printed sheet. Also, in advertising specialties, the printing of a logo and/or message on the item.

inbound, in telemarketing, the receiving of calls resulting from advertising and promotional activity, during which the operators take orders or provide information.

incentive, an offer that motivates a salesperson to sell, or helps persuade a prospect or customer to buy.

incremental sales, added movement and sales of goods or services as a result of a promotion.

indexed color image, an image where each pixel value is used as an index to a palette for interpretation before it can be displayed. Such images must, therefore, contain a palette which has been initialized specifically for a given image. The pixel values are usually 8-bit and the palette 24-bit (8-red, 8-green, and 8-blue). See also: eight-bit image.

indicia, in direct mail, the imprinted code or marking on a mailed item that indicates the postage has been prepaid.

infomercial, television advertising that is created to look like programming. Usually runs in off hours at negotiated rates. The equivalent of it in print is called an advertorial.

initial cap, in typography, a larger cap letter at the beginning of a sentence or paragraph.

in-house, the services provided by a marketing firm that originate inside the company, as opposed to those that must be purchased from an outside supplier.

in-line, an operation that completes any printing process in one pass, such as printing, varnishing, folding, gluing, coating, etc.

in-pack, a coupon, free item or offer that is placed inside the product package to be used by the purchaser after opening.

in-register, when elements on a sheet are in perfect alignment with one another.

ink holdout, a paper characteristic that prevents the stock from absorbing ink, thus allowing ink to dry on the surface of the paper. Better hold-out means a sharper reproduction.

ink tack, the ability of ink to pull apart or become adhesive. Ink with a higher tack is printed first, followed by ink with decreasing levels of tackiness. Ink that is too tacky can cause ink trapping problems and picking.

ink trapping, the ability of a wet ink to be overprinted by another ink. Proper trapping is critical in four-color printing to maintain register and achieve desired color.

insertion order, a specialized purchase order for print media buying that commits to a specific size publication ad on a specific date at an agreed upon rate.

institutional advertising, the promotion of a corporation or organization rather than products or services. Often linked to a companion public relations program.

integrated campaign, a marketing program that employs several communications tools or techniques. For example, a typical business-to-business campaign might include direct mail, print media and incentives.

integrated services digital network (ISDN), a communication network intended to carry digitized voice and data multiplexed onto the public network. ISDN uses a group of channels to provide for the simultaneous digital transmission of voice, text, images, and multimedia traffic. It is available in three categories: Basic Rate ISDN (BRI), Primary Rate ISDN (PRI), and Broadband ISDN (B-ISDN). Basic Rate ISDN is a baseband network bundle of two 64-kbps B (bearer) channels for the transfer of voice, graphics, and data, plus one 16-kbps D (delta) channel that carriers data and call setup information. In the U.S., Primary Rate ISDN provides 23 baseband transmission channels (and one channel for call setup) with data transfer rates starting at 1.544 Mbps.

intelligent character recognition (ICR), a sophisticated form of optical character recognition (OCR) in which the computer determines the probable meaning of a character not by looking for an exact match with a character pattern stored in memory, but by analyzing the shape of the character. ICR is, therefore, able to interpret a wide range of different typefaces and point sizes, thus differing from OCR, which is restricted to the specific face and point size combinations stored in the memory. See also: optical character recognition.

interactive, generally, any PC-based marketing tool that invites customer or prospect to interact with the on-screen program in some manner. Displays, CD-ROM and on-line catalogs, and automated customer service are examples.

insert, a printed item that is bound or glued inside a publication or other printed item.

interface, (1) The electronic device that enables one kind of equipment to communicate with or control another. (2) The combination of hardware and software that allows different electronic devices to share resources.

Internet, the global computer network that uses TCP/IP protocols to communicate.

Internet Protocol (TCP/IP), the system that monitors and performs data transfer over the Internet. TCP sends data and IP receives it. On individual computers TCP/IP is the software component that enables users to access the graphical aspect of the World Wide Web and utilize other features of a SLIP or PPP account.

island half page, a magazine ad space that is surrounded by editorial on two sides, it is often sold at a slightly higher rate than a conventional half page ad.

intaglio, in fine arts, an image that is raised from the surrounding surface. The opposite of bas relief.

intellectual property, content that is owned by its creator. Usually describes that which is authored, composed, programmed, photographed or similarly created, and protected by copyright law.

italic, in typography, a type style that slants to the right like script. It is usually a variation of standard type font.


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JDF, JDF is a comprehensive XML-based file format/proposed industry standard for end-to-end job ticket specifications combined with a message description standard and message interchange protocol. JDF is designed to streamline information exchange between different applications and systems. JDF is intended to enable the entire industry, including media, design, graphic arts, on demand and e-commerce companies to implement and work with individual workflow solutions. JDF will allow integration of heterogeneous products from diverse vendors to seamless workflow solutions. Basic Idea upon which JDF is based: To develop an open, extensible, XML-based job ticket standard, as well as mechanism that provides new business opportunities for all individuals and companies involved in the process of creating, managing, and producing published documents in the new economy. Building on existing technologies of CIP3's PPF and Adobe's PJTF, the Job Definition Format supplies a means for printing businesses to streamline the process of producing printed material. The most prominent features of JDF are: 1. Ability to carry a print job from genesis through completion. This includes a detailed description of the creative, prepress, press, postpress and delivery processes. 2. Ability to bridge the communication gap between production and Management Information Services. This ability enables instantaneous job and device tracking as well as detailed pre-and post calculation of jobs in the graphic arts. 3. Ability to bridge the gap between the customer's view of product and the manufacturing process by defining a process independent product view as well as a process dependent production view of a print job. 4. Ability to define and track any user defined workflow without constraints on the supported workflow models. This includes serial, parallel, overlapping, and iterative processing in arbitrary combinations and over distributed locations. 5. Ability to do so (1, 2, 3 & 4) under nearly any precondition.

JPG, Joint Pictures Expert Group. The committee which set standards for a file format for graphics. The JPEG file format is a compressed format, with some loss of quality during compression. A popular web format do to the generally small size of pictures. File formats of .jpg, .jpeg, and .jpe.

j-hook, a metal hook designed to fit the holes in pegboard. Used to hold packaged products in retail stores or showrooms.

jobber, the second step in a traditional, three-step channel of distribution. The manufacturer or wholesaler sells to the jobber who sells to the retailer.

justified, in typography, lines of type of equal length with a straight, vertical margin on the left and right of the column they form. See flush.


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K, the term for the color black in four-color process printing.

Kelvin, in photography and videography, the unit of measure for the color temperature of light. Standard viewing conditions, for example, measure 5000K.

kern, in typography, to reduce the spacing between adjacent characters, usually for optical spacing or an especially critical fit or edit.

key code, in direct mail, the code used on a mailing label to test a specific aspect of the mailing program.

keyline, see mechanical.

kilobyte, a measurement unit used to describe the size of computer files. A kilobyte is equivalent to 1024 bytes or characters of information.

kiosk, in retailing, a free-standing display or sales booth. In a shopping mall concourse, it can be a relatively large structure.

kiss cut, in printing, to cut the top layer of self-adhesive paper stock, leaving the backing paper intact.

knock-out, type or images that allow the paper to show through a solid area or tint of ink. Also called a reverse.

kraft, the brown color paper (unbleached sulphite) used for bags, boxes and envelopes.


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LED, Light Emitting Diode, a semi-conductor that glows white or a specified color when current is applied. Widely used in electronic displays and monitor screens.

LTL, Less Than Truckload, used in fulfillment and shipping.

laid, a printing paper with subtle, watermark grid lines, used for stationery of high quality. The grid lines simulate the wire pattern left by the paper mold in handmade paper.

laminate, in graphic arts, the bonding by pressure and/or heat of a clear plastic sheet to a surface for decorative or protective purposes. Also, in printing, applying a liquid coating for the same reasons.

laser printer, a machine that uses laser light to print high resolution black and white copies of computer output.

layout, in graphic arts, a hand drawn or computer created conceptual representation of a proposed graphic design. Items such as print ads, brochures, television commercials and displays all begin with a layout. Also, the physical relationship of the elements in a graphic design. See comp.

leading, in typography, the spacing between lines of type, measured in points from baseline to baseline.

lead-in, in copywriting and typography, the technique of putting the first few words of text in italic, bold or all caps.

leaf, a sheet of paper in a book or magazine, where each one of its sides is considered one page.

leave behind, in sales, a brochure, advertising premium or other item left with a prospect at the close of a presentation.

letterpress, a method of printing that uses rubber or metal plates containing a raised image that is inked and pressed directly on the paper. The four types of letterpress presses are platen, flatbed cylinder, rotary and belt.

lettershop, the services associated with printing that involve the distribution of printed materials: collating, word processing, posting, mailing and shipping. See fulfillment.

licensing, obtaining permission from the owner to use a name, image, song, character or other intellectual property for marketing purposes. This is usually accomplished with a signed agreement good for a given time period in exchange for payment.

life cycle, the stages of product marketing: introduction, growth, maturation, saturation, decline.

lifestyle, in marketing, a demographic parameter used to target an audience or prospect. Also, a contemporary term for the way a person chooses to live.

ligature, in typography, a letterform that combines two or more characters in a special design. Typical examples include fl, fi and ae.

line art, any image that can be reproduced as a solid without using a halftone.

line screen, in graphic arts, a photographic or electronic screen used to create a screen tint of a solid area by converting it to dots. The screen is chosen using two measurements: the number of lines per inch and the percentage of the solid area desired. Also called a flat screen.

line conversion, in graphic arts, the elimination of continuous tone in a photo or illustration to make it line art. Also used to create posterized art effects.

line extension, a new product marketed under an existing, successful brand name.

lithography, A printing process in which the image carrier is chemically treated so that the on image areas are receptive to water (i.e. dampening for fountain solution) and repel ink while the image areas are receptive to ink and repel water. The image carrier is said to be planographic, or flat and smooth.

live area, the image on a press sheet within the crop marks..

local rate, the rate media offers to local advertisers, usually lower than that for national advertisers.

logistics, in business, the process of moving goods, services and information, typically including transportation , warehousing and inventory; and including the management of the process.

logo, the visual identity of an organization that includes a unique graphic design or customized typeface.

loose proof, prepress proof of a halftone, duotone or color separation that is not assembled with other elements from a page. Also called random or scatter proof.

loupe, a magnifying glass designed for inspecting art, photography, printing films and printing.

lower case, in typography, the uncapitalized letters of a type font.

lottery, illegal for certain sales promotions, usually consumer, a lottery uses chance, consideration (purchase requirement) and a prize. State governments can operate lotteries.


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MNG, (pronounced "ming") the proposed Multiple Network Graphics format is a multi-image extension of the existing PNG format.

MacBinary II, Mac Binary II (sometimes simply called MacBinary) is a format for representing all the information in a Macintosh file in one binary file. It is useful for storing a Macintosh file on a non-Macintosh system for later retrieval. Unlike BinHex, MacBinary II is a compact format that cannot be passed through most e-mail systems. MacBinary II files usually have names ending in ".bin". Most FTP programs can get and put files in MacBinary II format. Most FTP programs can also get files in MacBinary I format (an earlier version of the MacBinary standard).

magenta, one of the three subtractive primary colors of four-color process printing. Sometimes referred to as red, but actually more of a “hot pink” color than red.

mail-in offer, in sales promotion, an offer that requires the recipient to respond via return mail to receive an incentive. A retail promotion may ask for proofs-of-purchase; a business-to-business promotion may require proofs of sales or other performance.

make good, the repeat of a media ad, a printing run or other communications item because of error.

make-ready, the preparation of the press to print properly. Before showing the sheet to the client, the pressman registers all colors and makes judgments on color density. Also refers to the paper used in the make-ready stage while the press is being adjusted to run the job.

malapropism, the purposeful confusion of words for humorous effect, such as, “I resemble that remark”.

manufacturer’s representative, a sales person who is not employed by a manufacturer, but, by agreement, represents and sells their products or services to retailers.

manuscript, advertising or editorial copy, a broadcast script or other complete, written material as it is sent to be typeset or edited.

margin, the blank area around the edge of a non-bleed page.

marketing, the group of activities employed in the process of moving goods and services from their point of origin to their ultimate purchasers or users.

marketing mix, all of the tools and elements used to market a particular product or service, including distribution, pricing, positioning, packaging, advertising, and sales promotion.

marketing plan, the annual document that outlines the content and direction of marketing for a group of products and/or services. It usually includes the objectives, strategy, tactics and detailed budget for implementing the plan.

market research, the collection, analysis and reporting of market information in a structured study that provides insight and guidance to marketers and decision makers.

market share, the percentage of market category sales earned by a particular brand, expressed in a percentage of units or in dollars and cents.

markup language encoding, (1) A computer markup language is a means for describing, for an electronically stored document, the complete positioning, format, and style of text and image segment representations within the document. When combined with textual representation, it is a means for achieving fully formatted text. When combined with relevant image information about document graphics material, it may be a means of archiving fully reversible compression of the document. An example of a markup language is SGML (Standard Generalized Markup Language) that has been adopted by the United States Government and by many publishers as a pseudo-standard. (2) Markup. Text that is added to the data of a document in order to convey information about it.

mark-up, the amount added to cost to set a selling price, achieved by a percentage or dollars and cents add on. See profit.

mask, in printing preparation, an opaque overlay that blocks a portion of the image from being transferred to a film or plate

mass display, in retailing, a large display of products to attract customer attention.

mass merchandiser, a retailer engaged in volume sales of a wide range of product categories, from clothing to electronics to automotive to pharmaceuticals. Also called big box stores.

masthead, the title of a printed journal displayed at the top of its front page. It includes the publishing date and other pertinent information.

match color, a custom-mixed ink color that exactly matches a specified color. Typically chosen from numbered color matching systems.

Matchprint, a 3M¨ brand color prepress proofing system. Uses process-colored laminates and separated film to make a proof for approximating an image before printing.

matte, a flat, dull or non-glossy surface or finish.

matrix, all networks capable of exchanging electronic mail, and thought to be twice as large as the Internet.

mechanical, camera-ready paste-up of artwork, type and photography on a board, along with instructions for the printer. Mechanicals can also be prepared electronically.

media, the means of communication, such as print, electronic, broadcast or specialized, with a selected or mass audience.

medium, in marketing, the vehicle used to convey a message. In art, the tool, technique or means of creative expression.

megabit, one million bits.

megabyte, one million bytes.

menu-driven, The graphical user interface of a computer program that allows the user to direct operations by selecting from a series of hierarchical choices displayed on the monitor.

merchandising, in marketing, the techniques used to make a product more noticeable to potential purchasers.

merge/purge, in database compilation, the combining of two or more lists to eliminate duplicate entries or make other programmed changes.

metallic ink, inks containing metal powder that have a shiny, reflective appearance.

mesmeric colors, the colors that tend to change their perceived hue under different lighting conditions.

mezzotint, in graphic arts, a type of random screen that provides a textured effect to photos, illustrations or backgrounds. Used as an alternative to a halftone or dot screen.

middle man, in distribution, any step that comes between the producer and the purchaser of goods and services.

midtone, the tonal values between what is considered dark and light in an image.

mix, in sound recording, bringing together two or more tracks in a single recording. In marketing, the combination of elements in the marketing plan. In sales, the combination of products sold in a given period of time.

mnemonic device, in marketing, a unique visual or audible “signature” that helps people to remember and recognize a brand name.

mobile, a point-of-sale sign with balanced multiple parts that hangs from the ceiling and moves with air currents to attract viewers.

model release, written permission to use a person’s photograph or likeness for advertising and promotional purposes, usually for an agreed-upon fee. Signed by the photographer or his client and the subject being photographed or videotaped. Also called a photo release.

modem (modulator/demodulator), a communication device that converts digital information into analog signals suitable for transfer over (analog) telephone lines. It also converts the analog signal from phone lines into digital information.

moire, an undesirable pattern that occurs when overlapping screens have been angled improperly in the prepress stage.

monogram, a graphic design that uses two or more letters, usually the initials of a name.

montage, an image created by the combination of two or more images.

mouse, a small, hand-held device used to position the cursor on the computer screen. When the mouse is rolled across its pad or another flat surface, the cursor moves a corresponding distance across the display monitor.

multimedia, the use of more than one media in a campaign. Also, the use of more than one media in a presentation, such as a projected PC program, a projected videotape and an electronic marker board combined.

multitasking, the ability of a computer to run more than one application at a time.

multitrack, in sound recording, the capability of mixing individual tracks for recording and/or playback as one arrangement.

Mylar, the registered Dupont trademark for polyester film used in recording tape and for films and substrates used in point-of-sale signs and displays.


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NCR, Non-Carbon Reproduction, the paper makes multiple page business forms possible without the use of carbon paper. NCR, The National Cash Register Company, originated it, using microencapsulation (like scratch ‘n sniff). The term is now in general use for paper of this type.

narrow casting, in media, reaching a closely targeted group, instead of the mass consumer audience.

national account, in sales, a customer whose size or volume of business earns them executive level sales and customer service attention.

national rate, the rate media offers to national advertisers, usually higher than the rate for local advertisers.

near-line archiving, (1) A near-line archive is a mid-way archive containing copies of the content and metadata. Typically, browse mode images and metadata will still be stored in the on-line archive for rapid access whereas content will be stored off-line on a remote server. Full editing capability of near-line archive content is still possible.

negative, in printing, the film image of a completed page used to burn printing plates. The image is the reverse of the positive image from which it was made. Also, a photostat with a reverse image.

neon, a type of sign and display that uses glass tubing filled with gas that glows in bright colors when exposed to low voltage.

net audience, in media, the unduplicated number of people reached by a combined media schedule or campaign.

network, a computer system that allows several users at remote terminals to exchange data electronically through a common central computer or with a modem over conventional telephone lines. See also: local-area network.

network interface card (NIC), the device that links one workstation to another in a network.

newsprint, the inexpensive paper upon which newspapers are printed, made from wood pulp and manufactured in large rolls. See web offset.

niche marketing, the positioning of a product or service to appeal to a small, specialized, market segment.

Nielson rating, the commercial media measuring and rating service that ultimately shapes television advertising rates.


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objective, desired outcome of a strategic plan. A clear objective is always time-bounded and measureable.

off-line, to print at a separate time on a different press. Often used in reference to varnish. Same as a separate pass.

offset printing, the method of printing where an inked impression is transferred from a plate to a blanket and then to paper. Also called lithography.

offsetting, wet ink that transfers from the front of one sheet to the back of another when stacked. Offsetting almost always leads to the “brick”.

one up, printing one image of an item.

onion skin, lightweight, translucent paper commonly used for airmail correspondence or, in graphic arts, for tracing paper.

online, the state of a computer being connected to and communicating with another electronic device for the purpose of distributing or retrieving information.

online archiving, (1) Online archives will generally directly record compressed bit streams to avoid the concatenation effects of another compressions system. The archive may also be associated with highly compressed browse mode images and metadata to aid recovery of archive content. The quality level of the browse mode images is only required to support picture recognition, with no expectation that these pictures will be used for any other purpose. Metadata and browse mode images will normally be located on the same storage device for rapid access to the content. Full editing capability should be possible with on-line archive content.

onomatopoeia, words that sound the noises they mean: plop, hiss, buzz, grunt.

opacity, the opaque quality of a sheet of paper. The more opacity, the less chance of show-through from one side of the sheet to the other once a sheet is printed on both sides.

opaque, that which allows no light to pass through it. The opposite of transparent.

opaque ink, ink that is not trans-parent and does not allow the paper to show through.

open prepress interface (OPI), a set of standardized protocols that allows desktop equipment to be linked with color electronic prepress systems (CEPS). High-resolution color images are stored on a central network server, and low-resolution files are used for positioning, scaling, etc. in the page layout program. At output time, the high-resolution images are swapped for the low-resolution images.

open system, hardware and software components that are not dependent on any vendor's proprietary architecture.

operating system, the master program that a computer needs to start up and perform basic tasks. It allows the computer to control itself and perform other functions, such as managing memory allocation for application software and data files.

optical centering, the positioning of an image off center dimensionally to make it appear centered to the eye.

optical character recognition (OCR), a technique in which any printed, typed, or handwritten copy or graphic images are scanned by an electronic reader that converts the information into a form that can be read, interpreted, and displayed by computers.

optical disk, a high-capacity computer storage disk.

optical scanner, in computers, a device that reads, inputs and converts printed text into electronic data for further processing.

order fill, a ratio for describing the number of products shipped compared to the number of orders received for the same products.

orphan, a word or short line of type that carries over to the top of the next column. This is considered bad form and should be corrected by editing. Also see widow.

outbound, a telemarketing term describing cold calls to prospects for generating new business.

outdoor, a general term that usually refers to billboard and other forms of outdoor advertising such as transit or bench board.

outline, in graphic arts, type characters that are formed by a perimeter outline and have open centers. Also, to remove the background of a photographed object.

out of register, when separate elements that comprise the finished printed image do not align properly.

output, In graphic arts, the printing of proofs or films from a computer file. In prepress, the negative films made from a computer file.

overlay, in art production, any instructions, color breaks or other layered additions to the mechanical art or electronic art file. Also, in sales promotion, any extra aspect of an event added to make it more of an attraction.

overprint, to print one element on top of another. Sometimes called surprint.

overrun, the printing of a greater number of pieces than were specified. Up to 10% over is considered acceptable by most graphic arts standards, unless no overrun copies are specified; then up to 10% under the ordered amount can be delivered. Overrun copies are typically charged at a reduced rate. Also referred to as overs.

over-the-transom, the business that comes in without any selling effort. Also termed “walk-in sales.”

over-the-wire, in retail sales promotion, the point-of-sale materials that are hung on wires above the store aisles.

oxymoron, a contradiction in speech or copy, such as “jumbo shrimp.”


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PDF, Portable Document Format. In computer graphics, a cross platform file that is used to make electronic files more accessible. The PDF can be opened and viewed using Adobe Reader, a free software application.

PMAA, Promotional Marketing Association of America, a trade group that serves agencies and marketers in the promotion industry.

PMS, Pantone Matching System, the predominant color matching system used in graphic arts that enables artists and printers to specify and precisely match colors.

POPAI, Point-Of-Purchase Advertising Institute, a trade organization that serves marketers and producers of point-of-purchase materials.

POP, Point-Of-Purchase, the display and sign materials used to attract customer attention and stimulate sales in a retail establishment.

PPI, Pixels Per Inch. In computer graphics, the measurement of the resolution of an electronic image.

PS, Adobe Systems' Postscript isn't an image format, per se Ð it's a page description language, originally conceived so computers could send very accurate page descriptions to the then new high-resolution laser printers. You can save black and white or even color pictures as Postscript, but you'll end up with a very large file. Postscript is not a very efficient format, but its advantage is all plain text Ð you can modify a Postscript file with any text editor, if you know what you're doing. PSD Adobe Photoshop's native format, which stores all of its layer and selection and miscellaneous other image data.

packaged goods, general term for products that are mass produced and packaged by the manufacturer and distributed and sold through retail trade channels.

package insert, a promotional offer contained within a product package.

page, in publishing and printing, one side of a leaf.

pagination, in graphic arts and printing, the numbering of pages in the finished order desired, though they may be arranged differently for printing.

palette, in graphic arts and printing, the selection of available colors. Also, the board upon which an artist mixes colors.

Pantone¨ Matching System (PMS), a registered trade name for a system of numbered inks to establish consistency for color in the graphic design and printing communities.

paper dummy, a mockup showing the paper or papers specified in the proper configuration. Often indicates any special die-cutting, gluing or folding.

parchment, a grade of hard-sized paper. Before the invention of paper, it was the split skin of a goat.

Pareto’s Law, See eighty-twenty.

party plan, promoting the sale of goods or services using a gathering in the sales- person’s home. The most famous example is the Tupperware party.

pass-along, in media, the term used to describe the estimated extended readership from the custom of people passing along a publication to friends and associates.

pass-through, an advertising or promotional allowance provided by the marketer that is intended for use by the retailer in local marketing activity.

pastel, a color that has a pale or muted hue.

paste-up, see keyline.

pencil, in graphic arts, a rough layout or sketch.

per diem, a daily allowance for expenses defined as a set amount per occurrence.

perfect binding, a magazine, book or booklet with a glued binding. More pages and thickness result in a squared spine upon which the title is often printed.

perfecting press, a press that prints both sides of a sheet on the same pass.

perforate, the punching of a line of small holes that enables a page or apportion of a page to be detached.

photo opportunity, in public relations, the creation of a chance for press photographers to take a interesting or unique photo. Also, the chance or event itself, often used in conjunction with a press conference. In slang, the “Kodak moment”.

Photoshop, in computer graphics, a popular raster-based software program used for the creation and alteration of continuous tone images. An Adobe product.

Photo CD, a format developed by Kodak for storing compressed still photographic images on CD-ROM disks. See also: CD-ROM.

photo release, written permission to use a person’s photograph or likeness for advertising and promotional purposes, usually for an agreed-upon fee. Signed by the photographer or his client and the subject being photographed. Also called a model release.

pica, a unit of measure that equals 12 points. There are 6 picas in one inch.

pick, to locate and remove items from inventory, usually to process for shipment to fill an order.

picking, a printing problem that occurs when small pieces of the paper surface pull off during printing, leaving unprinted spots. Occurs when the pulling force of the ink is greater than the surface strength of the paper.

pick-up, in graphic arts, employing previously used, repeating or often used elements in a layout or final art production. The most basic example is a logo.

piggy-back, in broadcast media, the back-to-back running of two commercials from the same advertiser, usually two 30-second spots.

pinhole, small holes that originate as dust on the negative and become burned onto the plate, causing holes or specks in the printed area.

pixel, picture element. The smallest tonal element in a digital imaging or display system. Alternative term: PEL.

pixel interleave, system of organizing color data within a computer pixel-by-pixel (i.e., a pixel of yellow, a pixel of magenta, a pixel of cyan, a pixel of black, etc.) See also: pixel.

pixelization, a technique used to represent areas of complex detail as relatively large square or rectangular blocks of discrete, uniform colors or tones.

plan-o-gram, a diagram of shelf space allocations for products and product brands as they are stocked and displayed in a store.

plate, flexible sheet of paper, metal, plastic or rubber that carries an image to be reproduced using an offset press.

platform, (1) A computer hardware usually incorporating a specific operating system. (2) The underlying hardware or software for a system. For example, the platform might be an Intel 80486 processor running DOS version 6.0. The platform could also be UNIX machines on an Ethernet network. The platform defines a standard around which a system can be developed. Once the platform has been defined, software developers can produce appropriate software and managers can purchase appropriate hardware and applications. The term is often used as a synonym of operating system. The term cross-platform refers to applications, formats, or devices that work on different platforms. For example, a cross-platform programming environment enables a programmer to develop programs for many platforms.

plugging, a printing problem where ink fills in around halftone dots and reduces detail and contrast.

plug-and-play, the ability of a computer to detect and configure a new piece of hardware automatically, without the user having to reconfigure the hardware elements.

point, a unit of measure in which 12 points equal a pica, and 72 points equal an inch. In printing, a unit of measure for paper stock thickness in which 1000 points equal an inch.

point-and-click access, use of graphical-user-interface (GUI) software and a mouse to execute computer commands.

point size, the unit of measure for type size, measured from the top of the ascenders to the bottom of the descenders, not from the size of the capital letters as is often believed.

pop-up, a paper structure designed to expand into a three dimensional object when opened. Used in advertising and direct mail brochures. Also, a point-of-sale display that self-assembles when it is unpacked.

port, the connecting point between an electronic device and the equipment that transfers data to the rest of the system.

portable document format (PDF), a computer file format that preserves a printed or electronic document's original layout, type fonts, and graphics as one unit for electronic transfer and viewing. The recipient uses compatible "reader" software to access and even print the PDF file.

portfolio, collected examples of a person’s or company’s work for presentation or exhibition. For film and/or video, see reel.

position, in marketing, the place that a product or service occupies in the marketplace, as well as in the minds of prospective purchasers, both relative to the competitors in its category. See share of mind. In print media, the location of an ad in a publication.

positioning, the use of marketing to create an advantageous image and place relative to competitors for a product or service in the marketplace and in the minds of potential purchasers.

positive, a graphic reproduction exactly like the original.

PostScript, Adobe Systems, Inc. trade name for a page description language that enables imagesetters and other output devices developed by different companies to interpret electronic files from any number of personal computers ("front ends") and off-the-shelf software programs.

PostScript, encapsulated, a file format used to transfer PostScript image information from one program to another.

post-press, in printing, the secondary operations such as trimming, collating and folding that take place after printing.

premium, in sales promotion, merchandise that is offered free or at a reduced price to stimulate sales of a marketer’s product or service. See incentive. Also, the higher price for a brand’s added degree of quality or value, as well as the position or image of the brand.

preflight, a process for thoroughly analyzing a digital file prior to output to prevent errors.

preflighting, an orderly procedure using a checklist to verify that all components of an electronic file are present and correct prior to submitting the document for high-resolution output.

prepress, a collective term for the steps taken to prepare original artwork for printing. These steps are increasingly being performed on computer systems.

preprint, an ad page or sale flyer printed in advance for imprinting in each locale with store name and/or demographic sale merchandise.

press check, examination and adjustments of the press sheets at the printer before authorizing full print production to begin.

press proof, a proof made on press using the plates, ink and paper specified for the job.

press release, in public relations, the written news or story item sent to the media for inclusion in their broadcasts or publications. Also called a news release.

press run, the amount of press sheets that complete an entire pass through the press.

press sheet, the paper stock specified for printing.

printer’s spread, page combinations set up for printing on a flat sheet, so that when folded and bound, they appear in the correct sequence.

pressure-sensitive, paper, foil or plastic stock that features an adhesive on the back, usually covered with a waxed paper backing that peels off at the time of installation or application. Examples include labels, decals, vinyl graphics and postage stamps.

price point, the point in pricing at which a customer will make the decision to buy or not buy.

primary colors, red, yellow and blue - the three colors from which all other colors are derived.

prime time, in television, the hours that have the largest viewing audience, usually 8:00 to 11:00 pm, Monday through Friday.

Printer Control Language (PCL), the page description language (PDL) developed by Hewlett Packard and used in many of their laser and ink-jet printers. PCL 5 and later versions support a scalable font technology called Intellifont.

printing, the process of transferring an image from an original page, plate, die, film, screen, stencil or electronic file to paper or other substrate.

private label, products similar to nationally advertised brands, but which are made under contract, use a store brand or other brand name and are usually sold at lower prices.

process color, the colors used for four-color process printing: cyan, magenta, yellow and black (CMYK). Process inks are transparent. See four-color process.

product placement, in television and motion pictures, the deliberate, paid-for inclusion of brand name products to gain on-screen exposure to a mass audience of consumers.

profit, the revenue that remains after all costs are subtracted from the selling price - stated in dollars or as a percentage. See margin.

program, a systematic series of software instructions designed to direct a computer to perform a specific task.

program distribution, the combining of warehouse distribution operations with retail brand marketing. The retailers may be company owned or independents under contract to operate under the program name or brand. See two-step.

progressive proofs, successive proofs printed in four-color process, separating each individual process color. Proofs are used to determine dot gain and specific color problems. Also called progressives.

proof, any color proof made using ink jet, toner, dyes or overlays to predict results on press and record how a printing job is intended to appear when finished.

proof-of-purchase, a marketers’ means of qualifying a customer purchase for fulfillment of a related promotion offer. May require a package portion, UPC symbol, sales or purchase receipt or any combination of such items.

proofread, to read and check for errors. See typo.

promotion allowance, a discount or rebate offered by marketers to distributors or retailers in return for promoting or featuring a specific product or group of products.

property rights, metadata recording the ownership of Content and the history of ownership may be stored in the wrapper in order to facilitate the establishment and preservation of copyright.

proportion scale, a device consisting of two rotating discs containing dimensional scales for computing a desired percentage of reduction or enlargement of a graphic image.

proprietary, the ownership of intellectual property by a single company or individual, usually property that is patented or trademarked. Product brands, manufacturing processes and software are typical examples.

proprietary systems, computer workstations that are custom-designed for one specific task such as color corrections, dot etching, or page layout. Proprietary systems rely on specific hardware and software components, and they are often not easily linked to modular systems that use off-the-shelf software and hardware components from several different manufacturers.

protected territory, that geographical area to which a salesperson is given exclusive sales opportunity.

protocol, a set or rules (conventions) that governs format of data and control of information exchange between two communication devices.

psychographics, information about the lifestyles, values, and preferences of a particular target audience that is not considered factual, demographic data.

publicity, editorial coverage of a newsworthy event or announcement by the media. In marketing, a tool used for public relations.

puffery, advertising claims that exceed the limits of believability.

pull, the movement of product by promoting to retailers or consumers to stimulate demand. Also called pull-through.

push, the loading of product into the retail channel to sell with normal merchandising - the opposite of pull.


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qualified prospect, qualified prospects have expressed an interest in a product or service, have been provided the information they requested and have responded to further contact. Qualification continues as the sales process separates the “ready-to-buy” customer from the “somewhat interested” prospect.

qualitative, information relating to an assessment of quality or suitability, and not projectable.

quantitative, the information involving measurement of quantity or amount, that is projectable.

queuing theory, research that uses a mathematical model to study the waiting time for inbound calls.


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RAS SUN Raster Format, the default image format for SUN workstations. Only lightly compressed and so a rather large format, but it supports up to 36 bit images.

RAW, this may be a Photoshop RAW file, which is a PSD file with no identifying header. Or it may be a minimally formatted image data dump.

RIP, Raster Image Process. In computer graphics, the software and/or system used to convert postscript files to BMP (bitmap) files for high quality image output to films or proofs.

RGB, term for red, green, blue, the additive primary colors used in video monitors and videography.

ROP, Run Of Press, it refers to a newspaper’s or magazine’s discretion on the position of an ad, when a preferred position is not available or not purchased. Also refers to the standard spot colors used in the publication, when matched colors are unavailable or are an extra-cost option.

RTF, Microsoft's Rich Text Format, which is normally used as a well-understood cross-platform word processing document format, but which can store pictures as well as text. As image storage formats go, though, this one is as inefficient as Postscript.

rack jobber, wholesaler that maintains a certain product display or store section by contract or agreement, and is responsible for the inventory and stocking of that section.

rag, in paper making, the cotton fiber mixed with wood pulp to make higher quality bond or rag paper. Cotton bond usually contains a minimum of 25% cotton fiber. Slang for a magazine of poor editorial quality.

ragged, a random margin of a block or column of type, called a ragged left or ragged right, as opposed to a justified margin.

Rainbow, trademark name for the digital, high resolution, thermal dye sublimation color proofs from 3M.

random access, a system of data file management in which a record is accessible independent of its file location or the location of the previous record accessed. In other words, records need not be accessed sequentially.

random-access memory (RAM), solid-state computer memory that is essentially the "working" memory a computer uses to store temporary information. RAM can be read from and written to, as the name indicates, in a random sequence, and it is used to store data from open applications as well as the operating system itself. See also: read-only memory.

raster, an image composed of a set of horizontal scan lines that are formed sequentially by writing each line following the previous line, particularly on a television screen or computer monitor. See also: bitmap; object-oriented; vectors.

raster image processor (RIP), the device that interprets all of the page layout information for the marking engine of the imagesetter or platesetter. PostScript or another page description language serves as an interface between the page layout workstation and the RIP.

rasterization, the process of converting mathematical and digital information into a series of variable-density pixels.

rating, in broadcast media, the number of households or individuals tuned in to the program being rated.

reach, the audience to which an ad is being exposed. The cost of the ad is divided by the audited or estimated audience size to calculate the CPM (cost per thousand) of the reach, which then can be compared with other media choices.

readership, the number of people reading a publication. This may include its circulation plus an estimate of its pass-along readers.

reader’s sheet, an early press sheet, not yet up to color, provided only to check copy.

reader’s spread, two pages viewed on a proof as they face each other in the final piece. Not to be confused with printer’s spread.

read-only memory (ROM), non-erasable, permanently programmed computer memory. It can be accessed and "read" by the user but it cannot be edited. See also: random-access memory.

rear screen projection, the projection of an image onto a translucent screen from behind the screen.

rebate, the offer of a cash payback after the sale as an inducement to purchase. Usually mailed to purchasers.

recycled paper, new paper made entirely or in part from paper- making and office waste, and sometimes previously printed paper.

redeem, to exchange a coupon for its value in money or merchandise. Also, to accept a coupon for the same purpose.

reel, see portfolio.

reflective art, art or photography that exists on paper or another opaque surface. It must be photographed or scanned for conversion to electronic art.

register, the correct alignment of two or more colors printed on a sheet.

registration marks, crosshair symbols on the mechanical, film and press sheet used to keep film and plates in proper alignment.

register marks, in printing, the marks that enable the printer to correctly position colors or graphic elements. Usually a small circle with a cross centered over it.

release, see press release or model release.

rendering, a drawing or illustration.

reposition, to alter the market perception and position of a product by changing the strategy and tactics of its marketing.

reprint, a printed version of an ad that has, or is about to, appear in a magazine or newspaper. Also, the second printing of an item. Also, the make-up printing of an item due to error.

reproduction, usually refers to art that is ready for or suitable for printing or copying in quantity. As a trade term, often abbreviated to repro.

rerun, see reprint.

residual, in intellectual property, payment to the artist or owner for the use of music, films, videos, photographs and other material on a per-use basis. Also, in broadcast commercials, payment to the talent or spokesperson on the same basis.

resolution, (1) The density of dots or pixels on a page or display usually measured in dots per inch. The higher the resolution, the smoother the appearance of text or graphics. (2) The precision with which an optical, photographic, or photomechanical system can render visual image detail. Resolution is a measure of image sharpness or the performance of an optical system. It is expressed in lines per inch or millimeter.

retainer, compensation method used by marketers for working with advertising, public relations or sales promotion agencies. Usually based on an estimate of the average number of hours each month that will be required to provide the service level needed.

retouch, the alteration of a photograph or graphic image, electronically or by other means, for purposes of revision or to eliminate flaws.

return postage guaranteed, an imprint used on mailed items that facilitates their return by the Post Office when they are undeliverable. Used to update mailing lists and as a way to recover valuable promotional items.

reverse, see knockout.

rich black, in printing, especially four-color process, the use of a solid hit or screened percentage of one or more other colors as an underlay to give blacks a deeper, richer tone.

rich text format, a standard developed by Microsoft Corporation for specifying formatting of documents. RTF files are actually ASCII files with special commands to indicate formatting information, such as fonts and margins. Other document formatting languages include the Hypertext Markup Language (HTML), which is used to define documents on the World Wide Web, and the Standard Generalized Markup Language (SGML), which is a more robust version of HTML.

right reading, in graphic arts and printing, an image, usually on a film or plate that reads like the original. The opposite of wrong reading.

rollers, the mechanisms that carry ink from the fountain and distribute it evenly across the plate.

rosette, the optimal halftone screen pattern for 4-color process printing. When well-registered printing is viewed with a loupe, the dots are arranged in this pattern.

rotation, the sequence in which inks are printed on a sheet from the feeder end (back of the press) to the delivery end (front of the press).

rotogravure (roto), a type of printing that uses an etched copper cylinder. Well suited to volume print runs such as newspaper Sunday supplements.

rough, loose drawing, sketch or proof of a concept. See pencil thumbnail.

routers, devices that connect separate networks that use the same physical network standard.

rub-off, see scratch-off.

Rubylith, trade name for the acetate masking film used for stripping printing films in prepress operations.

rule, a straight line of specific thickness.

runaround, a column margin shaped to follow the contour of an element that is also part of the same layout.


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SASE, Self-Addressed Stamped Envelope. The envelope version of the business reply card, to expedite and reduce the cost of fulfillment operations.

SAU, Standard Advertising Unit. A standard size for space to standardize all formats so national advertisers can buy space more easily.

SKU, Stock Keeping Unit. In retailing, the computerized numbering system used for tracking inventory and sales. Also see UPC.

SRDS, Standard Rate & Data Service. In media, the firm that reports rates and marketing information for its subscribers. The information is vital to media buyers and is offered in printed form and on the Internet.

SWOP, term for Specifications For Web Offset Publications, standards for color separations and proofing to assure consistent color in web offset printing.

saddle stitch, in printing, a method of binding that uses wire staples at the gutter fold of catalogs, brochures and pamphlets. This method is limited to about 80 pages, depending on the bulk of the paper being used. More pages than that usually require perfect binding.

sales incentive, a reward for selling performance that is usually part of an ongoing program or periodic promotion. It is designed to motivate and often involves meeting a sales quota. Typical rewards include cash, merchandise and travel.

sales support, material created to assist the salesperson in doing his/her job, such as brochures, presentations, promotions and give-aways.

sales promotion agency, a marketing firm that specializes in promoting sales growth using structured promotions and promotion techniques.

sales promotion, the group of activities used to create coordinated promotions to achieve sales growth in the channel of distribution for the product or service. These include direct mail, sales collateral, rebates, discounts, coupons, sweepstakes, incentives, package inserts, retail merchandising support, telemarketing, fax broadcasting, database marketing and more.

sales territory, the geographic area assigned to a given salesperson.

sampling, in marketing, the technique of putting product in the hands of prospective customers as a trial. In package goods, a trial sample may be distributed via home delivery or mail. For trade products, a reduced cost introductory offer is often used.

sans serif, a type style without serifs, the curved strokes at the ends of the ascenders and descenders of each character.

scale, in graphic arts, to enlarge or reduce an element to fit a layout.

scanner, in computer graphics, the device that electronically copies an image to convert it to digital information. Also, in retailing, the device that is used to read UPC and SKU bar codes.

score, creasing a sheet of paper so that it will fold easily and ensure a minimum of cracking.

scotch third, in media, a newspaper ad size that is sold at a one-third page rate but is actually slightly larger.

scratch and sniff, a trademark name for a coating that contains scent inside polymer bubbles that, when scratched, release their aroma. Called microencapsulation, the technology is also found in the NCR paper used for carbonless forms.

scratch-off, in sales promotion, a hidden symbol or message is revealed when the waxy coating covering it is scratched off. Often used to reveal a promotion prize “instant winner.” Popular technique in state lotteries. Also called rub-off.

screen, used to convert continuous tone art into halftone dots.

screen angle, the angle at which halftone dots are placed to avoid creating a moire pattern when several screens overlap.

screen printing, a method of printing in which ink is forced through a framed fabric screen that holds the image. It is well-suited to printing on three-dimensional objects and substrates that cannot be printed by other means, and on larger, low quantity items such as posters, signs and display panels.

screen ruling, number of lines per inch (LPI) on a screen negative used to make a screen tint or halftone.

scumming, a printing problem that happens when the non-image areas of the plate accept ink in unwanted areas.

seamless, the large rolls of heavy color paper used by photographers and videographers to create continuous backgrounds with no horizon line.

seeding, the distribution of winners in a “match and win” or “scratch and win” type sweepstakes promotion. Usually done under controlled conditions with a bonded agency or with on-site notarized accounting for liability protection and fairness.

segmentation, the strategy of identifying consumer market segments by using demographics or other qualifiers, and then developing products and marketing programs to target those segments.

self cover, a document cover of the same paper as the inside text pages.

self-mailer, a mailing piece that is designed to be used without an envelope or package.

self-service, a retail operation where, because of low prices or convenience, the customer is expected to select their purchase without assistance.

sell sheet, in marketing and sales, a printed information sheet that presents the product or service, outlines its features and benefits and indicates who to contact for more information. Also called a catalog sheet.

separate pass, printing at a separate time on the same press or another press. Chosen method when trapping dry inks or printing more colors than the press capacity.

separation, negatives or positives that divide continuous tone images or other graphic elements into dots of their component colors.

serif, a type style with serifs, the curved strokes at the ends of the ascenders and descenders of each character.

server, a device on a computer network that allows networked users (clients) access to a specific service on the network. An example is a file server, which allows the users to share data files and application software.

service bureau, a vendor or outside firm that provides specialized, digital imaging services to marketers. Typical services include: imaging, proofs and printing films; database and fulfillment; editing and duplication.

set, in typography, to produce the type. In photography and videography, the background, props and staging for a shoot.

seventeen point six-five, the margin, 17.65%, that yields a 15% mark-up, the traditional industry commission for media and mark-up for agencies.

shade, refers to how dark a color is, that is determined by the amount of black it contains.

share of mind, the percentage of awareness a brand or product has in a person’s mind compared to all the competitors in its category. See position.

sheet fed, printing from stacks of sheets that feed one at a time through the press.

sheetwise, to print one side of the paper with one plate, then turn the sheet over and print the other side with another plate. Printing sheetwise can enable you to print different colors on opposite sides of a sheet without increasing the number of fountains needed.

shelf talker, in retail merchandising, a point-of-sale sign that hangs over the edge of the shelf or attaches to the price channel.

Sherman Antitrust Law, the federal law that makes the elimination of competition in a specific market or industry to create a monopoly illegal.

shopping radius, the geographic area within a circle around a retailer that contains the bulk of its shoppers.

short fold, in printing, a sheet folded in uneven sections.

short ship, the shipment of an incomplete order because of a shortage of goods in inventory. Usually requires a back order to complete..

show through, when a printed image on one side of the sheet is visible through the other side of the paper. See Opacity.

showcase, to present or display a product in an advantageous way to attract attention to it. Also, a type of locked, glass front display case.

shoot, in photography, videography and film, trade term for the event of setting-up and taking pictures.

shooting, the taking of pictures using still photography, videography or film.

shrink wrap, clear plastic film for wrapping that shrinks tightly around an item when heated. Also, to use such wrapping.

sidebar, in copywriting and graphic arts, related editorial or copy that is written to be adjacent to the main message and highlighted graphically.

side stitched, in printing, the binding method in which pages are stapled together, usually on the left edge. Generally used for inexpensive, temporary documents because they cannot be opened to lay flat.

signature, the collated pages of one sheet, printed on both sides, folded and trimmed, making up one section of a bound book.

simile, in copywriting, a direct comparison such as: “quiet as a mouse”.

size, compound mixed with paper to make its surface harder and less able to absorb ink.

skid, a platform support for stacks of printed or blank paper.

skywriting, a message written in the sky with an airplane that emits a vapor trail.

slick, see ad slick.

slide, in photography, a 35mm transparency that is mounted for projection.

slippage, in sales promotion, the difference between potential and actual responses to a promotional offer or to the redemption of a coupon. This factor reduces the cost of running the promotion.

slip sheets, in printing, the insertion of paper sheets between items to prevent ink transfer and aid drying.

snipe, a small additional message added to an existing ad, display, brochure cover or other marketing item.

software, the stored instructions (programs) that initiate the various functions of a computer (the hardware). Instructions may be written in machine language or in another programming language, then compiled, interpreted, or assembled into machine language. Word processing, page layout, and drawing programs are a few of the software programs used in the graphic arts. There are also other more specialized software programs that control high-end color electronic prepress systems and even some presswork applications. See also: hardware.

solid, any area printing 100% of a color, as opposed to a screen tint.

spacing, in typography, the distance between characters, words and paragraphs. See leading.

spec, trade term for speculative, work that is done for a prospect or client without budget approval, with the belief that it can be sold to them. Also, trade term for Specify, the fitting of a specific style and size of type to a layout and accompanying copy.

specifications, in marketing communications, a description of each item purchased or service being performed. Printing, for example, requires: size, number of colors, paper, folding or binding and packaging. Determining the purpose and creating the content of the item requires detailed specifications as well.

spectrophotometer, an instrument that measures the characteristics of light reflected from or transmitted through an object, that is interpreted as spectral data.

spiff, slang trade term for premium or incentive.

spin, in public relations and media, the tone or attitude of a news story or press release.

spine, the bound edge or back-bone of a book.

spiral bind, in printing, a method of binding that uses a spiral of wire or plastic that runs through a series of punched holes.

split run, in media, different print ads run in geographic editions of the same issue of a magazine or newspaper. In printing a plate change made in the middle of a print run to accommodate different versions of a collateral item.

spoilage, printed sheets that are poorly printed, folded, trimmed, etc., that are discarded before a job is delivered. Also called waste.

spot, in media, a trade term for the broadcast time purchased, usually 30 or 60 seconds. May also mean the commercial that runs in a purchased time slot.

spot varnish, varnish applied to specific areas of a sheet, as compared to flood varnish.

spot color, in printing, an individual color used for accent or effect or to match a specific color more accurately. In four-color process, an additional non-process color.

spray powder, fine powder lightly sprayed over the printed surface of a press sheet to prevent wet ink transferring from one sheet to the next. Minimizes offsetting.

spread, two facing pages. Also, in graphic arts, the enlargement of an image to create an “overlap”. See choke.

standard viewing station, viewing area upon which to review digital images and art. The correct standard requires a background of 60% neutral gray and light that measures 5,000û Kelvin.

stat, short for photostat, a photographic copy, usually of line art.

static cling, a plastic material that sticks to smooth surfaces via an engineered-in electrostatic charge. Often used for printed decals and signs to be displayed on glass surfaces such as store and vehicle windows, and retail display cases.

stet, an editing notation meaning let it stand, or no change.

step and repeat, in graphic arts, a design that uses a continuous duplicate image or pattern. Exposing the same image on a printing plate in a number of locations in a “wrapping paper” fashion.

stipple, in illustration, an artist’s technique that uses dots for shading and effects.

stochastic screening, unlike traditional screens where dots are spaced at regular intervals, stochastic screening produces randomly spaced dots. Registration on press can be tougher.

stock, paper or other material to be printed.

stock photo, an existing photograph available for use on a residual or per-use basis from a firm specializing in stock photography.

store door delivery, in retailing, the delivery of certain products, usually perishables, directly to the store instead of being routed through a central warehouse.

storyboard, in videography, a visual scene-by-scene layout accompanied by the script for presentation and as a shooting guide.

strategy, the means by which an objective is accomplished. Strategy is either positioning, or attack, and has a unique, 1:1 relationship with the objective.

stripping, in printing, the assembly of negative films for a specific page imposition, quantity or press size.

stuffer, a size of printed literature designed for insertion in a business envelope, usually a sheet of paper folded to approximately 3-3/4” x 8-1/2” or less. This size range is also popular for use on P.O.P or trade show displays because it slips easily into a pocket or purse.

style book, see graphic standards.

subhead, in layout and copywriting, text that requires position, size or weight emphasis but is still secondary in importance to the headline.

super, the use of text superimposed electronically over a video picture using two camera shots or video signal sources. Also called a supe.

swung dash, a dash that has a curved shape (~).

syndication, the publishing and/or sale of intellectual property by a commercial enterprise for simultaneous use by media and other marketers.

synergism, the prospect that two elements of a program provide greater effect when combined than the sum of them used individually.

system, the combination or configuration of software and hardware components, consoles, peripherals, and connections necessary to perform specific processing operations electronically.

system architecture, the particular configuration in which a computer hardware is connected to various other components so that it fulfills its primary purpose.


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T1/T3, AT&T specifications for high-bandwidth, leased digital transmission. Unlike switched lines in which the printer pays just for the time required to complete a transmission, T1 and T3 lines are dedicated to continuous data transfer and thus more costly. Data rates are 1.544 Mbps for T1 and 44.21 Mbps for T3. A fractional T1 line has its bandwidth partitioned into smaller channels for point-to-point communications.

TBD, term for To Be Determined.

TIFF, TIF, TIFF stand for Tag Image File Format; TIFF was a large, unwieldy, 24 bit format until version 6 came out, which supported compression and made it less painful. The fact that its compression was somewhat broken and might or might not be compatible with different programs on different computers somewhat reduced the bonus. The compression is LZW and thus owned and licensed out by Unisys (see GIF) is another problem. TIFF is, nonetheless, a very popular professional graphics format. A TIFF file permits the image to be edited in other applications (i.e. QuarkXpress, and Macromedia Freehand).

TRP, term for Target Rating Point, the sum of all ratings compared to a target audience for a particular ad schedule, usually for one week. See GRP.

table tent, in point-of-sale display, a sign that is folded in the shape of a tent for use on a counter or table.

tactics, small action steps taken during the execution of a strategic plan.

tack, the amount of stickiness in printing ink. Too much tack may cause surface picking, that leaves spots in the printed image where the paper surface lifts. Also, the relative stickiness of the adhesive of any tape, film, vinyl lettering or other self-adhesive product.

tag, in printing, a particular type of heavy paper stock. Examples of its use are file folders and postcards. In media, a brief announcement added to the end of a broadcast commercial.

tagged image file format (TIFF), a file format for exchanging bit mapped images (usually scans) between applications.

takeoff bar, an area of ink of the same color that prints outside of the live area to help alleviate ghosting within a solid in the live area.

target audience, the group of prime prospects whom you wish to reach with your message or to motivate to purchase your product or service. See eighty/twenty rule.

tear sheet, in media, the page that contains the marketer’s ad or press release. It is removed from a printed copy of the magazine or newspaper and sent as proof of publication.

teaser, in advertising, a technique that persuades the viewer to continue watching or the reader to turn the page to read more.

telemarketing, selling, researching or soliciting by telephone. May be inbound or outbound.

terabyte, one thousand gigabytes or one million megabytes.

terminal, a peripheral computer system device, consisting of a monitor and keyboard. It is usually connected to the mainframe through some sort of network.

terms and conditions, this is metadata that describes the "rules" for use of an object. Terms and conditions might include an access list of who can view the object, a "conditions of use" statement that might be displayed before access to the object is allowed, a schedule (tariff) or prices and fees for use of the object, or a definition of permitted uses of an object (viewing, printing, copying, etc.).

test market, in marketing, the use of a defined geographic area or audience to evaluate a promotion program or marketing mix.

text, the word content of a layout or document. Also, the body copy other than the headline.

text processing, computer systems, stand-alone devices, and application software products that are used to enter, modify, rearrange, format, display, and print out text.

text weight, in printing, a paper that is light enough to turn easily as a document page. Also called book weight.

thermography, in printing, a proprietary process using a colorless resin powder that, when heated and cooled, creates the effect of embossed lettering.

third-party referral, a technique that offers an incentive to a customer who refers a friend or associate who participates or purchases.

thirty-day rule, in sales promotion, an FTC regulation that requires that merchandise for which consumer payment has been made must be fulfilled within 30 days of receipt, or the consumer must be informed of a specific delivery date.

three-step, the channel of distribution from manufacturer to wholesaler to retailer.

thumbnail, a simple sketch that provides a rough idea of the layout to follow.

tile, in computer graphics, the separation of a large electronic visual into parts that are printed out and assembled into one layout or proof.

tie-in promotion, a promotion that involves two or more products or brands, usually with an incentive to purchase both together. See co-pack and co-branding.

tint, changing the shade of a color by the addition of black or white. Also, the reduction of color intensity using a halftone screen.

tint bar, block within the color bar that indicates a percentage of a solid color.

tintype, antique photographic print method that used a sensitized tin plate.

tip-in, a pre-printed card or ad that is bound or slipped inside a publication.

tip-on, in media, a pre-printed card or ad that is edge-glued inside or outside a publication.

top-box, in market research, the highest, most relevant score or rating.

tracks, the parallel recording channels on a memory device (such as magnetic tape); the concentric recording channels on disk drives and high-performance optical drives; or the spiral recording patterns on devices such as a CD-ROM.

tracking study, a study that monitors the performance of competitive market activity and data over a predetermined time.

trade advertising, non-consumer advertising, usually focused on a particular industry or trade, or segment of a distribution channel.

trademark, the name of a product, service or company that is claimed for use by its owner. Often named in a unique way as a brand name, and/or designed in a unique way as a logo. See registered.

trade promotion, incentives provided for stocking, display and feature of a marketer’s product.

trade show, an exhibition held for a particular industry or market segment, during which the products, services and companies in that industry are on display to customers and prospects.

traffic, the process of moving a communications project through each department of an advertising agency from start to finish. In retailing, the number of people visiting a store or a certain department of the store.

traffic builder, in retailing, a promotion or merchandising technique that increases the number of shoppers.

transit advertising, media that is displayed on public transportation or around their terminals. Along with billboards, this is called out-of-home media.

transparency, a positive photographic image on clear film that allows light to pass through it.

transparent ink, a printing ink that allows the paper color to show through. Lithography inks are transparent so they will blend to form other colors.

trap, the overlap of adjoining colors to avoid the appearance of hairlines or pinholes due to mis-registration.

trial, the use of a product by consumers, either by sampling or by a special purchase offer. A small example or trial size is often used.

trim size, the finished size of a printed piece after trimming.

trim marks, marks (or crops) at the edge of artwork indicating where the printed item is to be trimmed to its finished size.

turnkey, in sales promotion, a prepared program or event that includes everything the wholesaler or retailer needs for implementation.

two-step, in distribution, the combining of wholesale operations with retail marketing operations and/or multiple retail sales outlets, eliminating the traditional independent wholesaler and retailer. See program distribution. In direct mail, a two-part process wherein the prospect responds to a mailing with a request for information (usually by filling out and sending back a reply card) and receiving an additional mailing. Often used to qualify prospects to receive a catalog and price list.

type, lettering of reproduction quality for printing.

type 1, a format for storing digital typefaces developed by Adobe Systems. The most popular typeface format for PostScript printers.

typeface, the name and style of lettering used in typesetting and typography. The five general style classifications for typefaces are: italic, gothic, roman, script and text. See font, serif and sans serif.

typeset, to compose text by electronic or mechanical means.

typo, term for typographical error.


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UPC, Universal Product Code, a system of identifying goods developed by the Uniform Code Council. Each bar code number is 12 digits: a one-digit system number, a five-digit manufacturer identification, a five-digit item identification and a one-digit accuracy check. Manufacturers are responsible for managing the item identification portion of the code that usually contains, brand, type, size, price and inventory information for scanning.

USP, Unique Selling Proposition, a marketing concept which theorizes that advertising should capitalize on a product’s inherently unique identity, or be used to develop one.

USPS, The United States Postal Service.

UNIX, the computer environment in which the Internet has been and continues to be developed. It is used to run powerful workstations and networks where multitasking and multi-user access is essential. UNIX is also the parent operating system of DOS, which, in turn spawned the Windows operating systems prevalent on PC’s today.

UV coating, varnish cured by ultraviolet radiation. Can be a high gloss, matte or satin finish.

umbrella, in marketing, a theme that combines a number of elements, or a brand that covers a line of secondary product brands or names.

uncoated, paper that has not been coated. Also called offset paper.

undeliverables, in direct mail, pieces of mail that cannot be delivered usually due to an incorrect address.

under run, in printing, a finished quantity less than that which was ordered. The opposite of overrun.

uniform resource locator (URL), the World Wide Web address of a company, service, or other information resource.

unit, the part of the printing press comprised of ink fountain, rollers, and cylinders that prints one ink color.

up, term indicating multiple copies of one piece printed in one impression on a single sheet. “Four up” means printing the identical piece four times on a single sheet.

upper case, in typography, the capital letters of a type font.

up to color, when the pressman feels all of the color is balanced and running to perceptible densities.

usage data, in marketing, information about the purchasing habits of an audience or demographic group.

user profile, in marketing, the descriptive data about a particular target group.


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value, the degree of light to dark variation of a color.

value added, a term used to describe the addition of real or perceived value to a product or service. In marketing and sales promotion, the emphasis is on perceived value.

varnish, clear ink applied as a coating for protection and appearance.

venue, the physical location of an event.

videography, the capturing of live action using videotape.

vignette, part of an illustration or photo made up of gradually decreasing dots which lightens until its outer edges fade away.

vinyl graphics, the creation and application of laser cut vinyl for signs, banners, vehicle graphics and displays.

virgin paper, paper manufactured exclusively of new pulp from trees or cotton.

visual aid, an item brought physically to, and used in, a presentation to add interest. “Show and tell” is the basic example of this.

vignette, in graphic arts, the continuous blending or fading of the edges of a photo or illustration.


W
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WD, warehouse or wholesale distributor, the first step in the traditional channel of distribution and sales of industrial goods. A manufacturer sells to a WD who sells to a jobber or retailer. See distributor.

WMF, Windows Metafile Format, which is an intermediate vector format for Windows programs to use when interchanging data and, generally speaking, should never be seen anywhere else.

WORM (write-once, read-many), an optical digital storage medium useful for archiving purposes. It receives and stores information permanently on the disk. While, it cannot be erased or altered it can be "read back" many times.

WPG, WordPerfect metafile format, used by WordPerfect software on various platforms. It supports bitmapped, vector and Encapsulated Postscript data.

WWW, term for World Wide Web, the Internet format of hypertext-linked documents that continues to revolutionize electronic communications.

WYSIWYG (what-you-see-is-what-you-get), computer screen displays that are approximate the true size and true shape of typographic characters, rules, tints, and graphics.

WYSIWYP, short for What You See Is What You Print, and pronounced wizzy-whip, refers to the ability of a computer system to print colors exactly as they appear on a monitor. WYSIWYP printing requires a special program, called a color management system (CMS) to calibrate the monitor and printer.

warehouse store, in retailing, a large, no-frills type of store that features lower prices.

warranty, a written statement provided to the purchaser of goods that specifies a certain period of time within which the manufacturer will repair or replace items that are judged to be defective. See guarantee.

wash, an artist’s technique, usually with watercolors, in which a pale color is used to achieve a transparent or graduated tone.

wash up, to clean ink and fountain solutions from fountains, rollers, plates and other press components.

waste, unusable press sheets damaged during normal make-ready, printing or bindery operations.

watermark, a design or logo found in sheets of translucent writing papers, usually high quality cotton bond stock.

wax-free ink, an ink with a reduced amount of wax making it suitable for laser printers, photo-copiers and special processes.

wearables, in premiums and incentives, clothing such as caps, shirts and jackets, often imprinted with a name and logo.

web offset, a type of offset printing in which the paper is in continuous rolls. The most common applications are for newspapers, magazines, and business forms, or other printing with large press runs.

website, the location and content found at an address on the Internet World Wide Web. See home page and WWW.

wet trap, to print ink or varnish over wet ink, as compared to dry trap.

what-you-see-is-what-you-get, see WYSIWYG.

white paper, a document that presents a brief analysis and point-of-view plus strategic recommendations for direction or action.

white space, on a layout or printed page, the space not occupied by copy or visuals.

wholesaler, generally, a company that warehouses and sells goods to retailers. Usually refers to those who sell competing lines, as opposed to a distributor, who sells non-competing lines.

wide-area network (WAN), two or more related LANs that are linked across a great distance, such as one state to another.

widow, last word or words in a paragraph that fall on a line of their own. Also see orphan.

wire side, side of the paper that rests against the manufacturing wires during papermaking. Typically the rougher side of the paper.

with the grain, parallel to the grain direction of the fibers of the paper stock being used, as compared to against the grain.

work and turn, to print one side of the paper, then turn it over from left to right and print the second side with the same plate.

work in progress, the partial billing of an ongoing project that may require an unusually long time to complete. This practice preserves the continued cash flow of the agency.

World Wide Web, see WWW.

wrong reading, in graphic arts and printing, an image, usually on a film or plate that is backwards compared to the original. The opposite of right reading.


X

XML, short for eXtensible Markup Language, a new specification being developed by the W3C(World Wide Web Consortium). XML is designed especially for Web documents, basically it is a light version of SGML. It gives designers the ability to create their own customized tags to provide functionality not available with HTML. For example, XML supports links that point to multiple documents, as opposed to HTML links, which can reference just one destination each. Whether XML eventually replaces HTML as the standard Web formatting specifications depends a lot on whether it is supported by future Web browsers. Right now the only major browser vendor to endorse XML is Microsoft, which has stated that XML will be supported in a future version of Internet Explorer.

x-height, in typography, the height of a lower case ‘x’ relative to the point size of a particular type style. This relationship may determine how readable a style is.


Z

z-fold, see accordion fold.

zip, a popular disk type storage media for computer files.

zip+4, the standard five-digit USPS zip code plus four additional digits.

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