Marketing GlossaryAAAA American Association of Advertising Agencies – election to this trade organization is the highest professional recognition an agency can achieve. Less than 10% of all US agencies are AAAA members.
AAF American Advertising Federation – this is the oldest national trade organization for advertising agencies. Membership is standard for most agencies. The AAF hosts the well-known annual ADDY® Awards, and is the originator of the Better Business Bureau.
AIGA American Institute of Graphic Arts – the professional association for design. AIGA boasts the oldest and largest membership for professionals engaged in the discipline and practice of design.
Ascender / Descender / X-Height An ascender is the term used to describe the portion of a letter that extends above the x-height of the letter. The descender is the portion of a letter that extends below the baseline of a letter. The x-height of a letter is the distance from the baseline of the letter to the meanline or main body of a lower case letterform; the actual height of the lower case “x” in a typeface.
B2B / B2C Business-to-Business / Business-to-Consumer – refers to the target audience of marketing messaging.
Bleed Refers to an ad or layout that extends to the trimmed edge of a page or document.
Boilerplate Technically, a boilerplate is any text that can be reused in new context without much change from the original. Commonly, a boilerplate refers to the text at the end of a press release that describes a company and its services. This text is typically placed at the end of every press release without any or much change.
BRC / BRM Business Reply Card / Business Reply Mail – a BRC is a pre-printed mailer used to return marketing leads and surveys, and other items where you want to encourage a response. Most often it allows the respondent to reply without paying postage. BRM service enables mailers to receive First-Class mail back from customers by paying postage only on the mail returned to them. You must apply with the Post Office for a BRM permit, and BRM pieces are subject to strict standards for format, markings and addressing.
CMYK / RGB / PMS CMYK or Cyan, Magenta, Yellow and Black are the colors used to make up process color, also known as full-color or four-color, in offset lithography. RGB or Red, Green and Blue are the colors used to make up the color spectrum in digital display and digital printing. PMS or Pantone Matching System is a propriety color model used across several industries including commercial printing. The system is based on color guides that have specifications for mixing inks to achieve the colors represented. Each PMS color is identified by a number.
Column Inch A unit of ad space one column wide by one inch deep. Most newspapers sell ad space by column inches.
Co-op Advertising Advertising where a portion of the cost is paid for by the manufacturer (or parent company) and placed by the retailer (or sub-company).
Conversion Rate In reference to online advertising, the percentage of visitors who take a desired action (sales, membership registration, subscriptions, etc.).
CPM Cost Per Thousand – this typically refers to the cost to reach 1,000 audience units (homes, readers, listeners, etc.).
CPP Cost Per Point – a measure of advertising efficiency for radio and television, computed by dividing spot cost by rating.
CTR Click Through Rate – the average number of click-throughs per hundred online ad impressions, expressed as a percentage.
DEC Daily Effective Circulation – refers to the number of adults 18+ who will pass by a billboard on a given day.
Die-Cut / Kiss-Cut Die-cutting is the process used to cut shapes out of paper or other substrates. Kiss-cutting is the process used to cut shapes out of the top layer, but not the backing layer, of self-adhesive paper. Also called face cutting.
Digital Printing Digital printing is produced by computer-controlled devices like inkjet or laser printers.
DMA Designated Marketing Area – refers to regions where the population can receive the same or similar television and radio stations. Created by Nielsen Media Research to monitor television ratings, there are 210 DMAs in the United States.
Electronic File Formats • EPS (Encapsulated PostScript) is a file that contains images and PostScript commands. They can have both vector and bitmap data. If the file contains only vector data it can be easily reduced or enlarged without loosing image quality or resolution. • GIF (Graphics Interchange Format) files are tighly compressed, low resolution image files that are most often used for static and aminated web graphics. Because of their high compression and low image quality, GIF files should never be used for printing purposes. • JPG (Joint Photographic Expert Group) files are raster-based image files with a variable compression range that allows the user to choose the quality of the image. They are typically used for on-screen purposes such as for websites or within email messages. JPG files are not ideal for printing and often cannot be resized or edited without significant loss of image quality. • PDF (Portable Document Format) is a multi-platform file format developed by Adobe Systems. PDF files accurately display and preserve fonts, page layouts and images. In addition, PDF files can contain electronic components such as links to the web or to a page within a document. • TIF or TIFF (Tagged Image File Format) is a raster-based file format that is the preferred format when saving images for print. TIF files cannot be enlarged without loss of image quality or resolution. For optimal image results when printing, TIF files should be at least 300 dpi (dots per inch) at usage size.
Emboss / Deboss / Stamp Embossing is the process of pressing an image or shape into paper so it is raised above the surface of the paper. Debossing is the process of pressing an image or shape into paper so it lies below the surface of the paper. A blind emboss (or blind deboss) means the embossed (or debossed) area is left unprinted. Stamping is the process of using a heated die to press foil onto the surface of paper. Foils used in stamping come in a variety of colors and finishes including metallic, pearlescent, gloss and flat.
Flight / Flighting A flight is the period of time over which a campaign (print, broadcast, etc.) runs.Flighting is a campaign scheduling pattern characterized by periods of activity followed by inactivity.
Font / Typeface A font is one size, style, weight and width of a typeface. An example is 12 point Times Roman Bold Extended. Times is a typeface family; Roman is a style; Bold is a weight; Extended is a width. With the advent of computers, the terms font and typeface are often used interchangeably.
Frequency / Reach Frequency is the number of times an individual or household is exposed to a given ad message during a given period of time. Reach is the number or percent of a potential audience exposed to an ad one or more times within a given period (GRPs divided by frequency = reach).
FTP File Transfer Protocol – is a method of transferring files from one computer to another via the Internet or other networks. The protocol is a set of rules that ensures a file is transmitted properly to the receiving computer.
GAG Graphic Artists Guild – a national union of creatives coming together to pursue common goals. It is made up of individuals of many disciplines: illustration, graphic design, web design, photography, cartooning, etc.
Graphic File Formats • Raster Graphics (or bitmap graphics) are files in which images are made up of a grid of dots known as pixels. When output, they produce a continuous tone. These files can be scaled down with no loss of image quality, however, enlarging causes them to look jagged or pixilated. Common file formats for raster or bitmap graphics include BMP, JPG, GIF and TIF. • Vector Graphics are files in which images are comprised of paths, which are defined by a start and end point. Because vector-based images are not made up of a specific number of dots or pixels, they can be scaled to any size and printed at any resolution without losing detail or clarity. Vector graphics are the best choice for representing logos that must retain crisp lines when scaled to various sizes. Common file formats for vector graphics include EPS, AI and SVG.
Greeking / FPO Greeking is text, typically in Latin or Greek, that is used in the proofing process to show the style and position of copy in a layout. FPO or For Position Only refers to representative images or blocked out spaces used in the proofing process as space-holders for image placement.
Gross / Net Gross refers to the cost of media or other outside services that includes agency commission. Net is the cost without agency commission. Industry standard commission is 15% of gross for media costs and 20% of gross for production costs (printing, photography, illustration, etc.).
GRP Gross Rating Points – the sum of all individual ratings of all elements in a broadcast schedule. One rating point equals 1% of the total potential audience. Reach x Frequency = GRP.
Gutter The blank inside margins of facing pages in a magazine, book or newspaper; the place where a magazine or book is bound; the blank space between columns in a newspaper.
Icon A graphic symbol that is representative of the subject. The universal symbols used to distinguish public restrooms are examples of icons.
Impression An impression is a single instance of an online advertisement being displayed.
Insertion Order An advertising agency’s legally binding contract for the order of space from a publication.
Letterpress Letterpress is a printing technique that transfers ink directly from raised surfaces to paper. The process often “bruises” the paper causing a desirable indentation in the surface of the paper.
Lores / Hires Truncated versions of the terms “low resolution” and “high resolution” as they relate to electronic files. Files under 300 dpi at usage size are considered lores files; those 300 dpi and higher are considered hires files.
Makegood When an advertisement is pre-empted, omitted in error, or run in an unfit condition, the medium offers, at no charge, comparable or better air time or space at a later date.
Offset Printing Offset is a lithographic printing technique that transfers ink from a plate to a blanket to paper instead of printing directly from plate to paper.
Orphan / Widow In publishing, an orphan is the first line of a paragraph that falls as the last line of a page or column, or the last line of a paragraph that falls as the first line of a page or column. A widow is a word (or two short words) that falls as the last line of a paragraph. Both are considered undesirable.
Printer Spread / Reader Spread A printer spread is the configuration of imposed pages for printing which often appear out of order because they are set up for folding, trimming and binding (see: Signature). A reader spread shows pages in the order in which they’ll be read or viewed.
PPC Pay Per Click – online payment model by which advertisers pay for each click-through on their advertisement.
Quantitative / Qualitative Quantitative refers to measurability; quantitative research yields measurable statistics. Quantitative results are measurable. Qualitative refers to immeasurability; qualitative research yields opinions, perspective, etc. Qualitative results cannot be expressed in numbers.
RFP / RFQ Request for Proposal or Request for Quote (or Qualifications) – a systematic approach to invite suppliers into a process to select a vendor based on their proposal or bid for specific products and/or services.
ROI Return on Investment – the measurement of the response to an advertising or marketing effort in relation to the cost of the effort.
ROP / ROS Run of Press / Run of Station – the placement of an ad for which the position (in print media) or the day/time (in electronic media) has not been specified.
Serif / Sans-Serif In typography, serifs are the small cross strokes at the end of the main stroke of a letter. Times Roman is an example of a typeface with serifs. San-serif describes a typeface that does not have cross strokes at the end of its letter’s main stroke, such as Helvetica. Signature A single printed sheet that folds at least once to form a group of pages that become part of a book or magazine.
Snipe Snipes are small pieces of substrate used to add information to billboards after they’ve been posted. Because the digitally printed substrates used today are far less expensive than the serigraphically printed substrates or hand-painted boards of old, sniping is becoming less common.
Soft Copy / Hard Copy Soft copy is the unprinted version of an electronic file. Hard copy is the printed version. Soy Ink Soy ink uses vegetable oils (from soybeans) instead of petroleum products as pigment vehicles for commercial printing. It is more environmentally friendly than petroleum-based inks, and often is more economical in the long run.
Spread / Double-truck A spread is an ad or feature that occupies two facing pages in a publication, typically in a magazine. A double-truck is a two-page spread in a publication where the ad runs across the gutter, typically in a newspaper.
SWOT Strengths Weaknesses Opportunities Threats – a section within most marketing plans that address each of these items.
Tagline A slogan or phrase that creates exclusivity and captures and conveys the benefit of a product or service, or otherwise distinguishes a brand. A tagline is often used in conjunction with a company’s logo.
Tearsheets / Clippings / Affidavits Tearsheets are a page of a publication where the advertiser’s ad appears that is torn out and sent to the advertiser for verification purposes. The same purpose is served using the term “clippings” in the public relations industry. Affidavits are legally binding documents that broadcast stations provide to advertisers for verification purposes – they include a complete listing of all spots run with run dates/times.
USP Unique Selling Point or Unique Selling Proposition – the unique benefit of a product that the competition can not claim.
Variable Data Printing A digital printing technique that allows for information to be customized on each page. Each page can contain different information, images, colors – virtually anything you program into the database can be changed. Also known as personalized printing or 1:1 printing.
Web Printing Web-fed lithographic presses use continuous rolls of paper and are usually suited only for high-volume runs.
White Space The unoccupied areas of a design or layout. White space is considered desirable.
Zipped File Originally, a zipped file referred only to compressed files created with WinZip, which have an extension of .zip. Now it’s more commonly used to refer to any file that has been compressed.
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