The PROMO Primer

Jan 27, 2006 5:46 PM

The PROMO Primer was originally written and published by marketing veteran Bernie Trueblood to promote linguistic consistency in our industry. PROMO Magazine has distributed a version of every hardcopy update. This online glossary is an evolving resource for both novice and experienced marketing professionals. Stumped by a term? Turn here. Have a newly coined term to add? Send it to us!

To find the terms you need, just click below on the alphabetical sort.

A&M;, (Art & Mechanical) abbreviation for the elements of reproduction art required to begin the printing process.

ABC, (Audit Bureau of Circulations), independent organization which audits circulation data of periodicals, exclusively for member publications. (212) 867-8992.

ACB, (Advertising Checking Bureau), a company dedicated to measuring/ confirming retailer co-op performance and reimbursing for same. (212) 921-0080.

A.C. Nielsen, major auditing service that tracks product movement in stores, and audiences in television media. (212) 708-7500.

ACV, (All-Commodity Volume), basis for measuring retailer distribution which takes into account the relative importance of each operator. Example: Brand X has distribution in only one store. If that store does 10% of market sales, Brand X is said to have 10% ACV distribution.

ADI, (Area of Dominant Influence), geographic division of markets by Arbitron based on preponderance of television viewing by county.

AIDA, (Attention, Interest, Desire, Action), one of the classic formulae used to evaluate copywriting.

AMA, (American Marketing Association), an organization of practitioners of marketing and research. (312) 648-0536.

AOR, (Agency of Record), agency responsible for media/program purchases for a client, even if other agencies are involved in creative development. Also, in radio, "Album-Oriented Rock," a station-style designation.

APMA, (Association of Marketing Professionals), organization of marketing agency principals dedicated to enhancing the professionalism of member agencies and the industry. (203) 325-3911.

APP, (Association of Promotion Professionals), trade organization dedicated to "professional and career development of persons in the field of promotional marketing." (203) 324-1768.

ASCAP, (American Society of Composers and Publishers), a music industry trade organization that controls royalty and fee payments for use of member artists’ material. (212) 595-3050.

ASI, (Advertising Specialties Institute), trade organization servicing the advertising specialties industry. (215) 752-4200.

AV, (Audio-Visual), presentation that involves both pictures and sound. Typically a 35mm slide show accompanied by tape recording, but a film or video is also referred to as AV.

a/b copy split, (split run), two separate versions of an ad, or offer, alternated into "every other" copy of a newspaper/magazine print run. Usually utilized for test purposes.

a-board, a sign comprised of two sides which lean together and are connected, or hinged, at the apex. Most often used to achieve stability in outdoor locations; e.g., gasoline service stations.

above-the-line, term referring to costs of paid advertising in "mass" media, e.g., radio, television, print. (See below-the-line.)

accordion fold, (zig-zag), a series of parallel folds, common in pamphlet work to avoid stitching, where each fold opens opposite to its neighbor.

account opener, a premium offered, typically by a bank, to induce a customer to deposit money.

account-specific, promotions designed by marketers featuring materials which can be customized and imprinted with a retailer’s own identification, usually offered as a menu of choices. (See co-marketing.)

acronym, a word formed from the initial letter or letters of each part, or major parts, of a given compound term; e.g., LASER (Light Amplification of Stimulated Emission of Radiations).

ad slick, reproduction line art supplied by marketer to retailer for use in local ROP or circular advertising. Usually on a glossy paper stock.

addressable media, any that can deliver a single, separate message to a specific individual e.g., mail, e-mail, fax.

advertiser billboards, :05 Static advertiser logo over channel branded end plate with VO tag @ :03.

advertising, the use of paid media to generate awareness of a product or service, establish an image, and stimulate purchase intention.

advertising allowance, payment by national marketer to retailer, intended to reimburse that retailer for local advertising of marketer’s product.

advertising specialty, product used as giveaway to stimulate corporate remembrance, usually imprinted with company name, address, and telephone number.

advertising weight, amount of media expended to support a given brand, often measured in GRPs (Gross-Rating Points) or TRPs (Target Rating Points).

advertorial, (See infomercial.)

advocacy, marketing "nirvana," the point at which consumers go beyond loyalty to offer unsolicited testimonial to others regarding a product or service.

affiliated chain, group of retail stores who associate with each other to take advantage of large-scale purchasing or co-op advertising buying efficiency.

affiliated wholesaler, sponsors/supplies an affiliated chain of retailers.

affinity, promotional concept which conveys a "membership" proposition. "Affinity" credit cards, for example, might feature the avocation/ interest of the prospective cardholder.

aftermarketing, term coined by Dr. Terry Vavra to describe the mix of marketing techniques deployed after the initial sell, including customer-retention programs, et al.

agate line, unit of print media space measurement, 1 column wide x 1/14 inch deep. (Thus, 14 agate lines = 1 column inch.)

agency commission, revenue generated by an agency, based upon a % override to the cost of program production or media placement. Also, in advertising, the commission paid by media to agency, typically 15%.

airbrush, graphic technique in which ink is applied with compressed air, similar to spray painting, to render a soft, airy effect. Frequently used in retouching.

airline sampling, (See sampling.)

air rights display, any point-of-sale material that is suspended above the floor-stock area of a retail store.

aisle jumper, point-of-sale device, usually a wire, that connects one gondola to another, creating an opportunity to hang banners or other announcement signage, in a position where shoppers will travel directly underneath.

alliteration, the repetition of the initial consonant sounds in two or more neighboring words or syllables; e.g., "wild and woolly," "threatening throngs," also called "head rhyme" or sometimes "initial rhyme."

allocation, limited quantity of special promotion merchandise made available to retailer on a "here’s-your-share" or a "first-come" basis.

allotment, (See allocation.)

allowance, discount offered by a marketer to retailer or wholesaler, usually in return for a specific performance; i.e., stocking, buying, paying cash, merchandising, et al.

alternative media, the myriad of advertising vehicles outside the traditional "mass" media, usually considered to include interactive electronic as well as other non-traditional media, e.g., point-of-sale, cinema, package inserts, et al.

altruistic display, any point-of-sale signage which also features products of other marketers in an effort to benefit from a "category" display.

ambush, buzzword for a controversial strategy in which to capitalize on the popularity of an event. Promotions are conducted in close proximity to that event, creating the implication that they are officially connected or sanctioned, but without the marketer having paid a sponsorship participation fee.

ampersand, in type, the name of the symbol "&" instead of "and."

animatic, inexpensive production utilizing still drawings on film, with soundtrack, for purpose of simulating a finished commercial or video for testing. If stock still photography is used, the nickname "steal-a-matic" is often used.

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

antitrust, term referring to illegal actions taken by a business to effectively prevent competition. (See Sherman Antitrust Law, Robinson-Patman Act.)

appointment viewing, recently-coined term, referring to the increasing number of viewers who record television programming with intent to watch at a "more-suitable" time.

arabesque, in art, a decorative ornamentation device.

Arbitron, firm which measures and reports the size of broadcast audiences. (212) 887-1300.

art, in marketing, a photo or illustration intended for reproduction.

art-lined envelope, an envelope that is, literally, "lined"—usually with a printed or patterned paper.

ascender, in typesetting, the parts of lower-case letters which extend above the height of "x." Namely: b, d, f, h, k, l, and t.

aseptic packaging, proprietary process (Tetra Pak, Sweden) of packaging perishable products; e.g., juices, in box-like containers that require no refrigeration and have a long shelf life.

assembly, 1) the inclusion of two or more chromes or transparencies into one cohesive unit, each part in position (and in the same focus) as all other parts. 2) the gathering together and complete manufacturing of a unit, combining the parts to make the whole.

assonance, repetition of vowel sounds to achieve partial rhyme. Example: "late" and "make." Also called "vowel rhyme."

astonisher, an exclamation mark (!). In slang: a "bang!"

audience, in media, a measurement referring to the number of households watching a given program segment. (See rating.)

audiotex, computerized telephone technology which permits callers to respond to a recorded message to obtain information, place an order, or be connected to a live operator.

audio-visual aids, buzzword for the entire category of materials/techniques utilized to help a speaker support his/her presentation.

author’s alterations, in reproduction art, changes made by the marketer after having approved the art for print production. Usually associated with cost additions beyond the original estimate.

automatic distribution, shipments of goods sent by wholesaler or chain to retail stores, without a specific order from the store. Also: "controlled" distribution.

awareness, consumer’s recall of information about a brand or ad. Usually referred to in terms of "unaided" awareness, "aided" awareness (can remember when prompted), or the epitome—"top-of-mind" awareness.

B1G1F, marketing abbreviation for "Buy One, Get One FREE." Also, "BOGO." A classic promotion technique. Extends to "B2G1F."

BATF, (Bureau of Alcohol, Tobacco & Firearms), Federal agency which regulates various aspects of marketing tobacco and alcohol products. (202) 927-7777.

BBS, nomenclature for "electronic bulletin board," a computer system allowing users to post messages/ programs for other users.

BDI, (Brand Development Index), volume ratio of the sales of a brand to a specific sub-population, compared with a total population.

BFD, (Best Food Day), the heaviest food shopping day (differs by market area) on which most local retailers place their feature ads in newspapers—therefore the "best" day for national advertisers to place their brand ROP.

BPA, a not-for-profit media-auditing organization since 1931, BPA (www.bpaww.com) has membership in more than 25 countries and includes more than 2,000 B-to-B publications, 600 consumer magazines and newspapers, plus events, Web sites, e-mail newsletters, databases, wireless and other advertiser-supported media-as well as more than 2,600 advertiser and agency members. (203) 447-2800

BRC, (Business Reply Card), postcard provided for consumers as a convenience to reply to a promotional offer. Sometimes postpaid. An envelope for the same purpose would be a "BRE."

back-bar display, in Spirits marketing, a point-of-sale piece designed to sit on the counter behind the bartender, sometimes associated with the back-bar mirror itself.

back card, a point-of-sale card affixed to the back of a dump bin, or floorstand, designed to present an advertising message at eye level above the product.

back-end, the revenue which a promotion agency generates, beyond its fees, for producing the programs it develops; i.e., art, print, production, fulfillment.

backing up, in printing, to print graphics on the second side of a sheet. In computer graphics, to make a safe copy of work as disaster prevention.

back light, to illuminate a display from behind, usually through a transparency.

back-light display, point-of-sale material consisting of a transparency lit from behind, usually with a fluorescent light box, but sometimes with ambient lighting; i.e., from the store’s windows.

backslant, (See italic.)

bait & switch, unethical retail practice of advertising an unusually low-priced item, often not even available, to lure shoppers to a retail store, where they can be sold a higher-priced item.

baker’s dozen, colloquial term for "a dozen plus an extra," or thirteen pieces in total.

ballot test, research technique designed to reach selected households to determine probable response to a promotional offer.

banded pack, two or more packages are strapped together, and the unit offered at an attractive price. Also: "combo pack."

bang-tail, in direct marketing, a promotional envelope with an extra-long perforated flap, designed to be removed and inserted into the envelope as an order form.

banner, point-of-sale, usually a rectangle of plastic or cloth, with grommets in the corners, designed to be suspended from ceilings or posts.

bar code, a pattern of stripes on printed material, which can be read by laser beam, and translated to identification numbers. Example: the UPC code on packaging.

barrier, obstacle to achieving a specific objective, e.g., lack of distribution is a trade barrier to sales, no matter how appealing the media promotion might be.

barter, trading of products (often left-overs) by a marketer, in return for receiving media or promotion properties. Usually handled by a "barter agent/broker."

baseline, imaginary line upon which characters rest, in a line of type.

basis weight, the weight of a ream of paper cut to industry standard size. Example: 500 25"x38" sheets of "70# Offset" weighs 70 pounds.

bas relief, design which is impressed into its base material. Opposite of intaglio, which is raised.

bastard, non-conforming size, format or typeface.

batch processing, technique of fulfillment, in which orders are accumulated and processed in a unified run. Also, pertaining to the computer processing of data accumulated over a period of time.

behavior, a measurable response to a stimulus.

below-the-line, term referring to marketing expenditures which are not in above-the-line prime media, e.g., promotion, public relations, event marketing, et al.

bells & whistles, slang for promotional "spins" or extra features overlayed for the purpose of attracting attention, especially in AV presentations. Sometimes referred to as "cheap theatrical tricks."

benchmark, a point of evaluation from which other evaluations can be made. Or, according to the International Benchmarking Clearing House: "the ability to be humble enough to admit that someone else is better at something you want to do, and then be wise enough to try to learn how to match and even surpass them at it."

benday, in printing, a process that achieves the effects of half-tones without halftone work, usually accomplished by overlaying patterned plastic sheets atop line art. The patterns are measured by the percentage of art they displace; e.g., a 10% benday blocks out 10% of original art.

bill-back, an allowance offered to retailers in return for performance of specific merchandising activity, which is not paid until retailer submits proof, along with an invoice.

billboard, popular name for outdoor advertising signage. Also, in television, a presentation of the name and/or slogan of the sponsor, at the start/close of a program. Usually 8 seconds in length.

billing rate, (hourly rate), fee established for each agency person who works on client’s business. Usually a multiple of that employee’s compensation, to cover overhead/fringes/ profit.

bill enclosure, promotional piece designed to be delivered in the same envelope in which an invoice is delivered. Also, a statement stuffer.

bill of lading, written account of goods shipped, acknowledged by the designated transportation agent.

bin, any point-of-sale piece designed to hold bulk merchandise. May be temporary or permanent and made of virtually any material.

bindery, an adjunct to a printer. Originally, a place where books were bound together. Now, a place where printed materials are trimmed to size, folded, cut, die-cut, packaged for shipment, etc.

bingo card, reader-reply card, inserted near the back of a publication, featuring many numbers which can be circled by readers to receive additional information from advertisers in that periodical.

Birch, independent service providing local-market spot radio ratings. (718) 528-5754.

bit-mapped, a computer graphic composed of dots (pixels) within a grid pattern. Coded by line and row, with CMYK indications, it is called a raster image.

black & white, usually refers to photographic art without color, or a publication that is printed with no color; i.e., black ink on white paper.

bleed, a printing area extended (or "bled") to the boundaries of the final sheet, thereby eliminating any white margin border. (See red line.)

bleep, in recording, a high-pitched tone used to censor "taboo" words.

blind ad, print advertisement seeking consumer response to a P.O. Box number, without listing the marketer’s name.

blind embossed, a design stamped into board or plastic material, without leaf or ink, to achieve a bas relief effect.

blind offer, promotional offer buried/ hidden in advertising or packaging, usually used to measure inherent advertising interest.

blister pack, in packaging, usually a card heat-sealed to a plastic "bubble" which encases a product. Usually hole-punched in order to be "hooked" at retail.

blow-up, enlarged photograph, illustration or transparency.

blue law, legislation which prohibits the sale of specific products during a certain time period, typically Sunday.

blue line, the line drawn in blue ink on mechanical art, which indicates where die-cutting will occur. It is blue so that the black-and-white camera won’t record it.

blueprint, photographic contact print, usually used to check/confirm layout and imposition of mechanical art prior to plate-making.

board, loosely refers to sheets of stiff paper product. Used for mounting art for presentation, and as printed signage. Also: in media, an abbreviation for billboard.

body copy, (See text), the words in an ad which support/amplify the headlines and subheads.

boilerplate, in copy, standard unimaginative factual material, typically picked up and reused for legal and/or policy reasons.

bold face, a darker/heavier version of a type style, or font. Commonly used in headlines or wherever emphasis is desired.

bond, a quality grade of paper, typically used for correspondence.

bonus goods, type of allowance, in which a marketer ships extra (salable) goods to a retailer&#151as a quantity-purchase incentive.

bonus pack, special packaging that provides consumer with extra quantity of merchandise at no extra cost over "regular" pack. For example: "1/3 More Free."

book, an artist’s or writer’s portfolio of sample work. (See reel.) Also: a nickname for "magazine."

borrowed interest, technique in which a marketer associates a promotion, or even a product, with a better-known property, for the purpose of attracting attention and/or implied endorsement.

bottle glorifier, point-of-sale designed to fit atop a bottle, to attract attention at the retail shelf.

bottle hanger, promotional signage designed to hang onto a bottle at retail. Also: bottle necker.

bounce-back, additional promotion offer made to respondents of an initial offer, usually intended to encourage repeat purchase, or continuity.

box-top offer, an incentive offer (usually consumer-oriented) for a premium item which is based on the return of one-or-more "box-tops" as proof-of-purchase.

brand assets, the consumer equities of the brand, e.g., user base, loyalty, salience, imagery, and distinction—in addition to its trade channel relationships.

brand equity, a brand’s asset value to its owners, or its perceived value as a "trust-mark" to its users.

brand ID, the logo, trademark or ad copy of a brand, as applied to point-of-sale or premium material.

brand image, a group of associations and characteristics which a consumer attributes to, and by which he/she identifies/relates to, a specific brand.

brand loyalty, advertising buzz-word for the outdated theory that consumers are "loyal" to a particular brand. It is now generally believed that modern consumers have a mental "menu of acceptable brands."

brand manager, person assigned to direct the marketing activities of a given brand(s) within the corporate line-up of products.

brand name, protected, proprietary trademark of a manufacturer of consumer goods/services.

brand personality, the brand’s total impression in the eyes of the consumer, expressed as a unique and proprietary set of traits, characteristics, and personifications.

brand-switcher, consumer who exhibits little or no brand loyalty.

brand switching, the act of a consumer purchasing a branded product that is not his/her "normal or regular" brand.

brand vision, a concise statement of what a brand means to its owners, and their intent for its future direction.

break-even, (See pay-out.)

brief, marketer’s assignment to a Promotion Agency. Minimally consists of Brand Background, Key Issues, Objectives, Strategies.

broadside, one-page promotional flyer, usually folded for mailing.

brochure, any booklet of 4 or more pages, promoting a product/service.

broke, paper waste from the print production process, usually (up to 90%) recycled.

broker, a commissional agent in the sale/purchase of goods/services.

buckeye, slang for graphics that attract attention, but are "less-than-tasteful."

bubble-pack, (See blister pack.)

bulk mail, second-class, third-class and fourth-class mail, serviced on a non-preferential basis by the United States Post Office.

bulk mailing, large number of identical pieces, delivered together to the Post Office, to qualify for reduced "third-class" rate.

bullet-point, brief copy point, usually preceded by a heavy dot, or "bullet." Also termed call-out.

bullet-proof, retail stores in high-crime areas which sell merchandise from behind glass windows.

bulls-eye, (See price circle.)

bundle, to combine multiple items into a single selling unit. Example: a computer might be "bundled" with software programs. Also: several pieces of mail tied together, to be handled as a single piece.

Burke test, trademarked name of an on-air copy testing procedure for television commercials, measuring recall and/or elements of communication. (513) 241-5663.

burn-in, usually refers to double-exposing film, often to make logo or text appear against a photo or art background.

burnishing, in art, rubbing with a special tool, as in transferring press type to a layout.

burst, point-of-sale device usually interrupting more-attractive graphics, to feature pricing or special offer. Often shaped like a sunburst.

business gift, expression of appreciation to employee, customer, client, et al. Limited by the IRS to $25 per each individual.

business-to-business, advertising or promotion intended to influence corporate purchase/awareness, as opposed to individual consumers. Example: advertising copy machines to business organizations.

buy-back allowance, discount based on amount remaining from previous deal purchase.

buyer, generally refers to person who makes wholesale, as opposed to retail purchases.

buying committee, executives appointed by a chain to vote on the acceptance of promotional offerings or new products. Sometimes: "merchandising committee."

buy-out, contract offered to a spokesperson for one-time services payment, as opposed to continuing residual payments.

CAB, (Cable Advertising Bureau), association that promotes the use of cable TV as an advertising medium. (212) 508-1200.

CAD, (Computer-Aided Design), the technique of rendering precise engineering or architectural drawings using computer software.

CDI, (Category Development Index), sales volume ratio of the sales of a category (e.g., soft drinks) versus a specific sub-population, compared with a total population. (See BDI.)

CIM, (Cost-In-the-Mail), the final per-piece cost of a mailing, including postage, printing, lettershop, et al., amortized across the run.

CMYK, (cyan, magenta, yellow, black), abbreviations for the four process printing colors. K is used as the designation for black in order to avoid confusion with blue.

COT, (Classes Of Trade), the distinguishing between differing retail formats, i.e., supermarket, warehouse, chain drug, etc.

CPI, (Cost Per Inquiry), a method of evaluating a direct marketing campaign based upon the total cost of a mailing divided by the number of inquiries received.

CPM, (Cost Per Thousand), relative measure of media cost. Total cost of an ad, divided by the potential audience reached, usually expressed in thousands of persons or households.

CPO, (Cost Per Order), a method of evaluating a direc mail campaign based upon the total cost of the mailing divided by the number of orders received.

CPPM, (Cost Per Package Moved), a computation of total promotional costs divided by the number of packages sold.

CPR, (Cost Per Return), measure of marketing effectiveness. Cost of an ad or promotion divided by the number of responses. Also: Cost Per Redemption.

CRT, (Cathode Ray Tube), display device that presents data in visual form, à la a television monitor.

CU, (Close-Up), indication on script or production notes to photograph a product "close-up." Other instructions include MCU (medium close-up), and ECU (extreme close-up).

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

c-store, (convenience store), limited square-foot store, offering primarily top-selling items on 24-hour availability basis. Rarely offers discount pricing.

cable TV, television signals that are carried to subscribing households by cable. Programs originate with cable operators who initiate their own programming, or receive existent programming via satellite or high antennas. Most operators feature cable "networks" of special programming; e.g., MTV, Nashville Network, et al.

caliper, thickness of a sheet of board, usually expressed in "microns." Also: a two-pronged instrument for measuring thickness of board, et al.

calligraphy, fine hand-lettering. "Calligraphic" type resembles penmanship.

call outs, brief copy points, ("bullets"), used to cryptically convey a message at point-of-sale.

call to action, in promotion communication, copy that elicits a behavioral response—often with a sense of urgency, e.g., "Hurry on Down!" Or the pronoun "you" implied, e.g., "(you) Take the Taste Challenge." Or both, e.g., "Be young. Have fun. Drink Pepsi."

camera-ready, mechanical art completely ready, without further alteration, for the printing process—the first step of which is "the camera," used for photographically producing film (or today, a scanner for electronic production).

campaign, coordinated advertising and promotion effort, intended to continue thematically over time.

cannibalization, negative sales effect that the introduction of a new product, or line extension, has on the original parent brand.

canvass, visitation of retail or wholesale customers in a given market, to learn about sales situation, competitive activity, opportunities, etc.

capitalized billings, accounting adjustment of fee billings, to make them comparable to commissionable media billings. To approximate 15% commissions, then, fees would be multiplied by a factor of 6.667.

cardbase marketing, term used by grocery retailers for database marketing, because their database is usually built from check-cashing or frequent-shopper cards.

card rate, the published rate for a communications medium, prior to any discounts.

caret, editor’s mark (^) to indicate where corrections or additions are to be inserted in copy.

caricature, illustration of a person which features deliberate exaggeration, to achieve humor.

carriage trade, term to describe affluent, "upscale" consumers.

carton ID, markings on the outer-pack of product, which convey the contents of the pack-out.

car-topper, advertising display material that can be attached to the top of an automobile.

cart wrap, point-of-sale material designed to be wrapped around a shopping cart to make it a display bin. Usually paper or light corrugated material.

case allowance, discount offered by marketer to retailer, based on number of cases purchased.

case card, point-of-sale signage, designed to enhance an off-shelf display of a stack of cases of product, at the retail store.

case margin, the margin returned on a shipping unit of goods, often used as the basis of establishing promotional budgets.

case rate, statement of marketing expenditure for a brand, based upon number of cases sold. Therefore: "expenditure-per-case."

case stacking, display in retail store, made by piling up product in its shipper with top row cut open to display product. Also called: "a cut-case display."

case wrap, decorative paper, often Corobuff, designed to wrap-around a case stack in order to make it more attractive, attention-getting.

cash-and-carry, style of wholesaling in which small retailers drive to the warehouse, pick out their merchandise, pay cash and haul it to their stores.

cash refund, offer by marketer to consumer to refund money in return for submission of proof-of-purchase affidavits.

cash-register display, point-of-sale designed to be mounted at check-out situations. Often designed to contain impulse purchase items; e.g., cigarettes, confections, blades.

casting-off, the process of calculating the amount of space that copy will occupy when it is set in a certain face within a defined area. (See copyfitting.)

catalog house, retailer who publishes a catalog, from which shoppers order at a customer-service desk, waiting for merchandise to be brought out from the back-room warehouse. Presented as cost-saving shopping, based on reduced personnel/overhead.

category killer, a retailer who’s combination of size, selection, service and/ or pricing can drive the majority of competing retailers out of business.

category management, the practice of maximizing retail profits based on alternative brand stocking, shelf-set, promotion, and merchandising mixes on overall category sales performance.

cattle call, an audition of an inordinately large number of actors for a photo-shoot or commercial role.

cause-related, marketing and/or promotion technique that utilizes "proceeds-donated-to-charity" as part of its consumer hook.

census tract, small geographic area, approved by the Census Bureau, into which cities and adjacent areas have been divided for statistical purposes. The average Tract is 400 persons, 1,200 households. There are approximately 6,000 tracts in the U.S.

central-location study, in research, a survey conducted to measure consumer preferences, in which consumers are recruited to a specific "central" place.

cents-off, discount from marketer to consumer, usually delivered as actual reduced price, or "cents-off," on specially-marked product.

certificate, printed sheet, usually small, describing the details of the promotional offer, including spaces for the respondent’s name and address information.

chain, group of retailers, centrally owned and operated.

change pad, a mat, usually textured rubber or plastic, which facilitates the ease of picking up change placed in front of customer by retail clerk.

channel management, the process of directing marketing activity for all of a manufacturer’s brands by class of trade, e.g., food chain, price club, convenience, et al.

channel marketing, differentiating marketing efforts into discrete programs designed to appeal to differing needs of trade categories.

channel score, creating a deep, artificial crease in paper, to allow for easy folding.

charge-backs, coupons submitted by retailer, but rejected by marketer’s agent, because of suspected malredemption.

check-cashing card, identification card issued by retailer for the purported purpose of facilitating personal check cashing and which, because it’s scanned, can also provide in-depth purchase-pattern information.

check-out, the place where retail transactions are made, featuring cash register, bagging, and impulse-purchase display areas. Also, the check-stand.

check-stand, (See check-out.)

cheshire label, in direc mail, a mailing label computer-printed on continuous forms specially designed for affixing to envelopes by a "cheshire" machine.

chroma, undesirable grayness or impurity of color, tracing to the imperfect nature of printing ink—making color correction necessary.

Chromacom, (See SciTex), trademarked name (Hell Corporation, W. Germany) of a highly sophisticated computer-driven color separation laser scanner capable of electronic retouching and stripping.

Chromalin, (See match print), Dupont trademark for a photographic proof of a color separation, showing color quality. Can precede, or substitute for, a press proof.

chrome, a color transparency, with a positive photographic image, produced on film.

circular, usually refers to newsprint price-feature promotional piece "circulated" by a retailer to its local-market customer base.

classified advertising, print advertising using text only. Usually set by the publication, conforming to its regular typeface, and categorized by subject matter.

Clayton Antitrust Act, Federal law which specifies unreasonable methods of competition, such as discriminatory pricing, interlocking directorates, and price tying.

clearing house, a business that receives/counts/relays coupons and rebates, and forwards them to manufacturers for payment.

click track, in recording, tape with a mechanical pulse that musicians monitor on earphones to keep a consistent beat. Also used by AV programmers to match visuals to musical beat.

client, the customer of a sales promotion agency.

clip art, existing art, as opposed to specially-commissioned, which is "clipped" from a book or electronic file, and re-used as reproduction art. (See swipe.)

closing date, the "deadline" by which reproduction material must be received by a medium in order to make the promised publication date.

closure, in packaging, usually a bottle cap or top. A medicine product might have a "child-proof" closure.

club/loyalty cards, wallet-sized cards issued by retailers, usually with an incentive to use, e.g., check-cashing privileges or savings incentives, that utilize bar codes or magnetic strips to track consumer purchases, accumulate points, and award incentives based on purchasing behavior.

club store, type of retail channel in which members, who pay annual dues, can purchase a range of goods at bare-bones prices.

cluster analysis, a statistical technique for analyzing homogeneous groups of people, products, etc.

clutter, in marketing, the situation that exists when an excessive number of commercial messages occur in a given medium or given time period, sufficient to cause consumer confusion or lack of recall.

co-branding, partnership marketing between major brand names.

coffin, slang for the top-open refrigerated foods display case fixture used by grocery stores.

cognitive dissonance, buzzword for the syndrome in which consumers, after having committed to a purchase, rationalize the positive reasons why they did so, and repress the negative reasons.

cold-box decal, static-cling point-of-sale intended to "stick" on the door of an in-store refrigerator.

cold-call, in selling, to approach a prospect via telephone or in person with no prior introduction or request.

collage, technique of building an art image with a variety of media, usually pasted together onto a paper or board surface.

collate, a bindery operation—to gather together, in sequence, elements which comprise a complete set.

collateral, any and all printed material intended to support a brand promotional effort.

collectibles, premiums designed to have inherent value based upon their perceived "collectability."

color bars, printed designations on four-color process proofs which show ink densities used, as a guide to making corrections.

color break, (Continental: colour break), indications on black and white mechanical art, specifying colors which are to be printed.

color correction, any method, such as masking, dot-etching, retouching, or scanning, used to improve color reproduction. Also: product modification to replicate its true colors when photographed or filmed.

color key, (See progressives), photographic representation of each of four color separation printers transferred to clear acetate to show values of individual colors as well as in combination. Not usually to prove reproduction quality, but as more elaborate version of blueprint. If laminated together, usually referred to as transfer print.

color separation, the separation of multi-colored original art by camera or laser scan techniques, to produce individual, separated colors. Usually as four separations: yellow, magenta (red), magenta (blue) plus black, for full-color printing.

color swatch, a small patch of solid color, pasted to mechanical art, as a printer’s guide to match the final color desired.

column inch, unit of newspaper/ magazine space; 1 column wide x 1 inch deep. (14 agate lines.)

co-marketing, extension of account-specific promotional strategy wherein manufacturers collaborate with key retail customers to create promotions that accomplish mutual positioning, promotion and sales objectives, i.e., "win-win" partnerships.

combination sale, product combined with a premium, or other related product, sold at a "combo" price.

common carrier, shipper in the business of providing transportation of finished goods to the general industry.

comp, (See comprehensive), "complimentary," as in magazine subscriptions sent free to a database of industry influentials.

competitive set, those products, services or companies which currently compete for the same audience or market segment.

comprehensive, (comp), in art, a presentation sketch that represents what will be the finished piece, usually with headlines, copy blocks included. Tight comps, rough comps, color comps, refer to varying degrees of finished quality.

computer graphics, electronic imaging; art activated by electronic means.

computer personalization, the utilization of computer technology to make direc mail pieces individualized, through the use of names, phrases, addresses, et al.

computer typesetting, setting type electronically, as opposed to mechanically.

concertina fold, (Continental for accordion fold.)

condensed type, a narrow or slender, relatively "tall" typeface.

confidence level, in research, a measure of statistical assurance that test results are accurate within a given range made up of standard deviations.

consideration, specific consumer performance required to qualify for a promotional offer. Usually purchase, but other forms of consideration might include store visit, test drive, et al. (See lottery.)

consignment, retailer takes possession of goods, but does not have to pay until he sells them. Can return unsold goods to marketer.

consumer, generally, the ultimate purchaser of a product or service. Sometimes called: "customer," "shopper," "patron," "buyer."

consumer hook, extra reason a consumer cannot refuse a promotional offer, often tied to a relevant emotional appeal.

contact print, print made from a negative or positive placed into contact with sensitized paper.

contest, type of promotion which requires a degree of skill and therefore: 1) every entry must be judged; 2) proof-of-purchase can be required to accompany entry. (See sweepstakes, game.)

contingency plan, in marketing, an acceptable alternative plan that can be implemented in the event a basic plan must be aborted for any reason.

continuity promotion, event that encourages regular, repeat purchasing of a product, because doing so enables purchaser to collect additional savings or offers.

continuous replenishment, computer-driven process that tracks product movement at retail and transmits reorders to the manufacturer in time to replace inventory on an ongoing basis. This is effectively an incentive, because it increases retailer profitability by reducing warehousing costs.

continuous tone, any piece of artwork comprised of tonal effects which requires it to be screened into dots for reproduction. The result will be a halftone.

contract pricing, pricing arrangement between retailer and marketer, which provides for consistent pricing and/or promotional consideration, thereby avoiding the need to schedule buying in consideration of promotional windows.

contrapuntal, referring to "counterpoint." Example: contrapuntal sound might be laughter during a somber piece, or silence during a noisy one.

controlled brand, brand of merchandise featured exclusively by one wholesaler or retailer. Also: private label.

controlled circulation, distribution of a publication, no charge, to a target group of desirable recipients, who are usually pre-screened to be qualified recipients.

controlled store test, in research, a way of testing product or promotion viability by forcing distribution into a limited number of stores and measuring results.

conversion, promotional activity designed to motivate triers to repurchase and, ultimately, become regular users.

co-op advertising, advertising run by local retailer featuring the product of a national manufacturer. Usually on a shared-cost, "cooperative" basis.

co-op coupon, one of a group of coupons delivered in the same vehicle for media efficiency.

cooperative association, group of independent retailers who associate under a common name to achieve buying power or advertising awareness and clout. Also: voluntary chain.

co-op mailing, promotional mailing in which several marketers share the envelope, postage, and lettershop cost. The resultant lower cost-per-advertiser is often accompanied by lower response rates.

cooperative merchandising agreement, (CPM), contract in which marketer agrees to pay retailer or wholesaler for promotional services; e.g., display, price feature.

co-pack, promotion technique in which two brands, with related usage or similar target appeal, are physically packaged together as a specially-priced single unit sale. For example: toothpaste with toothbrush, shampoo with rinse, or vodka with mixers.

copy, in marketing, the words that accompany a visual and amplify the headline. Also: the text.

copyfitting, process of estimating the space required to fit a given amount of copy in a desired type size.

copy platform, a statement of the basic idea(s) that the advertising message is intended to convey, to gain client approval prior to releasing the project to creative development.

copyright, (©) to register literary, musical or artistic work, with the Library of Congress, thereby establishing ownership and protecting one’s legal right to publish/sell that work.

copywriting, creating (writing) text for an ad or promotional piece.

core-wound pole, paper tube used for supporting in-store displays. Available in various colors, lengths and diameters.

Corobuff, trademark for a brand of single-face corrugated, constructed of flute plus only one layer of paper. As such, is available in rolls, and is often used as sturdy, decorative wrap for a case stacking.

corrective advertising, ads placed, either voluntarily or by order of the FTC, to offset error/deception created by previous advertising.

corrugated, light, sturdy board constructed of two layers of paper sandwiching an accordion-like core (flute) of additional paper. Various weights of corrugated are called B-flute, D-flute, etc.

count-recount allowance, trade deal which offers a per-unit incentive for merchandise moved out of retailer or wholesaler warehouse and into retail stores.

counter display, point-of-sale display of merchandise, or promotional material, intended to stand on a check-out counter.

coupon, store-redeemable piece of printed paper, with stated monetary value, that a shopper can redeem immediately for savings by presenting to a retailer at the time of purchase of the item.

cover weight, (cover stock), paper that is heavier than text or book weight, intended for use as the "cover" of a book. Determined by the weight of 100 press-size sheets, which must weigh 100 lbs., or more, to be cover weight.

crawler, computer-generated message that moves across the television screen during a commercial or broadcast show.

creative, general description of the activity related to the development of promotion materials. Includes concepts, design, copy.

creative platform, a statement of basic creative premise, from which specific executions will extend.

creep, a problem in binding, created by the effect of pages getting farther away from the spine of a signature, especially in saddle-stitching. To compensate for page creep, the printer must make adjustments during the imposition process.

critical path, a step-by-step description of the shortest time in which an entire project can be completed. (See PERT.)

crop, removing (at the camera stage) those areas of a photograph or other original, not required to be printed. Also: indicating the unwanted areas of a photo/illustration.

cross-couponing, technique in which coupons, typically in-packed, offer price reductions on other than the carrier item.

cross-merchandising, technique in which in-store display activity features savings offers on other, usually-related, brands.

cross-ruff, coupons or offers delivered on one product that are good on another. Often vice versa.

cursive, type style that resembles handwritten penmanship.

curtain coat, protective coating applied to unfinished point-of-sale material, by spreading an even thickness of low-viscosity substance to the surface, usually by dipping or spraying, as opposed to printing.

customer, loosely, any purchaser of a product or service, at any trade level.

customer retention, another term for loyalty programs.

customer-specific pricing, using database information on individual purchasing patterns to offer special price incentives to discrete customer segments.

cut, in point-of-sale, the hand-cut prototype of a paper/board display piece, for the purpose of engineering estimating. In printing, a letterpress printing plate. In video, the quick jump from one scene to another without dissolves or other opticals.

cut-and-paste, to edit a manuscript by physically, or electronically, cutting elements apart and re-arranging them.

cut case, a point-of-sale display made by cutting the outer-shipping cartons of product to show the contents. Sometimes special shippers are produced with tear-tapes to facilitate ease of setting up a cut-case display.

cut-in, converting a regional portion of a national media ad, replacing with an alternative, generally for test-market purposes.

cut score, a score which goes beyond depressing the material, to actually cutting it partially through, to facilitate ease of folding.

cyan, a subtractive primary, and one of the colors of four-color process. Also called "blue."

DMA, (Designated Marketing Area), a term used by A.C. Nielsen as a geographical definition of a primary shopping area within an MSA. Frequently the basis of spot media planning.

DMA, (Direct Marketing Association), organization which represents marketers in the direct and database disciplines. (212) 768-7277.

DOT, (Department Of Transportation), governmental agency, charged with regulating interstate commerce. (202) 366-4000.

DPI, (Dots Per Inch), measurement of the sharpness of a graphic image—refers to the number of dots of ink in a square inch of printing or pixels in a square inch of video monitor space.

dailies, 1) newspapers published every day; 2) in film, scenes shot on a particular day, processed for the director’s next-day review.

dangler, point-of-sale piece that hangs down from a shelf, usually from the price channel. Also: wobbler.

database marketing, direct-response marketing utilizing a list or lists developed by a marketer with proprietary data.

dating, trade deal, which offers deferred payments as an incentive to purchase goods.

Day-Glo, trademark for printing inks permeated with a fluorescent substance, which creates a bright "glow" effect, used primarily in outdoor printing. Occasionally used for special effects on in-store displays.

dead net pricing, final trade cost-per-unit, after all discounts have been calculated.

deal, (allowance), promotional pricing offer to the trade.

dealer, (See retailer.)

dealer copy, area on a point-of-sale piece, intended for the retailer to imprint, or write in, a store message, usually pricing features.

dealer incentive, reward given to a retailer, in return for promotional support for quantity purchase.

dealer listing, portion of marketer’s advertisement devoted to listing local retailers who carry that marketer’s product(s).

dealer loader, incentive given to wholesaler or retailer in return for quantity purchase. Often, a premium attached to point-of-sale display, to make sure that the display is noticed by a retail manager.

dealer locator, a service, usually accessed by toll-free telephone, which enables consumers to locate dealers, based upon a computerized ZIP code search.

deal pack, special-pack merchandise, usually carrying marketer’s promotional-pricing graphics.

deal sheet, collateral selling material, which describes/visualizes the promotional offering, along with pertinent information relating to size, allowances, margins, required floor space, quantities, etc.

debit card, resembles a credit card, but functions like a check—in that funds are depleted from an account balance when used. A phonecard is a promotional debit card.

debossing, (See emobssing), indenting a discreet image into tag or board material with a positive die to create an intaglio effect.

deckle, decorative edge of a printed piece, "feathery" in appearance, as though it were torn.

decoupage, technique of creating art by pasting layers of images cut from elsewhere and sealing the end result with some type of varnish.

decoy, in direct marketing, a unique name inserted in a mailing list for the purpose of tracking usage. Also, "dummy," "seed," or "salt" name.

degauss, to erase an audio- or videotape by neutralizing its magnetic field.

delay card, postcard mailed to customer, advising that there will be a delay in the shipment of the ordered item, and offering them the opportunity to cancel.

delivery time, refers to the FTC rule that mail-in offers requiring advance payment must be shipped within either 30 days or the promised time. Failure requires mailing a delay card notification.

demassification, buzzword referring to the continued fragmentation of available advertising media, which has rendered "mass communication," complex at best, almost unachievable. Contributing to this fragmentation: VCR, cable TV, special-interest magazines, et al., compounded by declining viewership in general due to lifestyle alternative.

demographics, statistics describing factual aspects of a target audience, including age, sex, race, religion, income, geographic location, et al.

demotion, buzzword referring to promotion techniques that risk damaging the quality image of a brand; i.e., discounting, refunding.

depletions, in research, the measurement of the quantity of goods shipped from a wholesaler or distributor to retail stores. Often used as primary analysis data, in categories where consumer purchase audits are simply not available.

depth interview, in research, a technique of probing consumers to obtain deep-seated opinions about products or advertising. Usually conducted by in-person, one-on-one interviews.

depth of field, in photography, the distance within which all objects are in focus. Can be changed by lens and lens opening (f-stop) selection.

descender, the portion of a lower case letter extending below the main body, e.g., g, p, q, y. (See ascender.)

descriptor, in copywriting, a phrase used to amplify and/or enhance a brand name/logo.

desk-top publishing, term coined by Aldus PageMaker™, describing the ability of microcomputer software and hardware to enable an operator to control graphics, text, page design and production from a single work station.

detailing, sales efforts intended primarily to disseminate information and convey positive product attributes, rather than to create an order.

dialog, interactive promotion activity that includes a two-way exchange of information or communication feedback, e.g., talking "with" consumers as opposed to "at" them. (See monologue.)

diary panel, in research, a group of respondents who keep records of TV viewing, radio listening, product purchases, et al., for subsequent study and analysis.

didot point, basic unit of Continental printer’s measurement. 1 didot point = 0.0148 in. or 0.376 mm. In U.K., Continental sizes are shown as: 12D, 18D, etc.

die-cut, to cut paper, board or tag in a specific predetermined contour, by stamping with a knife-edged die, formed to follow that contour.

die-stamp, steel plate engraved with desired image, used to "stamp" (apply) gold or silver leaf.

die, steel rule, hand-formed, knife-edged steel rules, pre-shaped to fit desired outline, set into wood and buffered with pliable rubber.

die strike, a "first-off" proof, struck from the die, to determine cutting accuracy.

digital camera, filmless camera that uses digital technology and therefore does not need traditional film processing prior to being imported into computer graphics.

digital media, media based on digital technology, e.g., telephone, computer, CD-ROM, Internet, et al, that can be used for interactive promotion.

dingbat, a decorative typographic effect, often a symbol.

diorama, elaborate point-of-sale displays, typically large, illuminated, or dimensional, usually scenic in theme.

direct mail, unsolicited promotional material delivered to consumers by bulk mail. Unaffectionately referred to as "junk mail."

direct marketing, (See direct response.)

direct response, marketing directly to consumers by mail, catalog or other home delivery, attempting to solicit orders by mail or toll-free telephone.

direct-store delivery, (store-door delivery), marketer delivers direct to retail store without utilizing wholesaler or chain warehouse.

disclaimer, copy which is intended to limit a marketer’s liability regarding promotional claims.

discount, (See allowance.)

discounter, (See mass merchandiser.)

disguised refund, marketing buzz-word describing a promotional offering in which a monetary refund is replaced with an equivalent premium offering, thereby avoiding price discounting which can impair brand image. Sometimes referred to as promotion versus demotion. (See value added.)

disintermediation, the act of circumventing trade "middlemen" by offering goods or services through alternative distribution channels, e.g., direct mail.

display, arrangement of product, usually accompanied by printed signage, placed to attract shopper attention in a retail store.

display advertising, printed advertising that includes illustration in addition to type.

display allowance, incentive offered to retailer in return for off-shelf display of a marketer’s product(s).

display bin, point-of-sale device, usually corrugated, designed to make an off-shelf display of a quantity of merchandise which is too small to case-stack.

display card, point-of-sale sign designed to attach to bin or cast stack. Usually depicts product photo, headline, price circle.

display contest, promotion event providing retail staff a "reason why" to build bigger, or more imaginative, store displays.

display loader, (See dealer loader.)

dissolve, in video, a gradual change to another scene, produced by a brief double exposure, to achieve a smooth transition. Also: a point-of-sale motion display that changes from one visual to another.

distribution, an expression of relative incidence of availability of products to consumers at retail.

distribution allowance, incentive paid to trade in return for distributing marketer’s product to stores.

distribution channel, categorization of stores based on similarities; e.g., Food, Drug, Discount, Hardware, Home Improvement, et al.

distributor, (wholesaler), business which warehouses products, provides a selling function to retailers, and ships/invoices goods. A distributor usually does not handle competing lines where a wholesaler usually does.

diversion, act of buying goods on a deal price that is not available in other regions, and re-shipping to those regions, making profit on the allowance differential.

dog-and-pony, buzzword to describe effects incorporated into presentations for audio-visual impact. From vaudeville acts, which often featured trained dogs/ponies.

dollar-bill coupon, term to describe a standard industry coupon size: 5-1/2" x 2-3/16". Sometimes called a "Jr. Dollar Bill" because it is smaller than U.S. money.

donut, a marketer’s commercial produced with a blank center-section&#151designed to be filled with a local retailer’s message, typically delivered live or voice-over.

door-knocker, slang for persons who sell door-to-door.

door-opener, premium designed to motivate prospect to listen to a sales pitch.

door-to-door, personal selling by calling on homes. Also: a type of sampling.

dot, the basic unit of printing. All photographic images are reduced to dots for printing purposes. (See halftone.)

dot etch, modifying an offset printing plate by literally using acid to eliminate dots. Dot-etching can also be done on film.

dot matrix, in printing, a two-dimensional array of dots which form characters or graphics.

dot matrix printer, machine usually associated with word processing, which prints an array of dots, usually formed by striking wire-like hammers through an inked ribbon. Dot matrix printers are fast, relatively inexpensive and, because they use no pre-set type, serve the dual function of character printing and graphics printing.

double-coupon days, promotion conducted by retailers, in which manufacturer’s coupons are redeemed at twice their face value. Usually only in highly-competitive situations to lure shoppers from other stores.

down-the-street, sales drive to retailers, where reps literally work all stores, small and large, down-the-street, to gain distribution.

double-truck, industry term for a two-page ad. Also: a "spread."

dragon’s blood, in plate etching, a red powder which resists the acid.

drive period, time period scheduled by a wholesaler to push a specific promotion to retail customers.

driver, the primary promotional activity, or the main consumer circumstance that produces a marketplace action.

drive time, in radio, time periods during which people commute. Varies by market, but generally considered to be 6-10 AM and 3-7 PM, Monday through Friday.

drop initial, (drop cap), the opening letter of a chapter, larger than text size, with the top of the letter aligned at the top of the first line, and succeeding lines indented to accommodate the extra width.

drop shadow, graphic device in which type, or other element, is reproduced with an offset second image on one edge, giving a "shadow" effect which visually "lifts" the primary type, and makes the image appear 3-dimensional. (See the alphabetical initials in this book.)

drop shipment, in printing, the act of an agency, or other vendor, making individual shipments to individual area locations but billing the client centrally.

drop test, standardized test which is used to determine if a container can protect its contents from damage during shipping.

drummer, slang (archaic) for a traveling salesperson.

dub, in filmmaking, to electronically substitute a sound or voice for the one actually recorded live. Often, the means of providing audio translations of "foreign" soundtracks.

dummy, a blank, three-dimensional make-up as a simulation of the job to be printed.

dump bin, (See floorstand), POS display designed to hold/feature product loosely dumped into it.

duo-tone, in printing, a two-color halftone. Black is usually one of the printings.

dupe eliminate, to check that a mailing list contains only one household, name or address for a specific offer and eliminate duplications.

duplication, a measure of ineffectiveness of a mailing or advertisement, stated as a specific percent of prospects who receive more than one offer.

durables, products with extended usage, as compared to "perishables." Example: autos/appliances are "hard goods," clothing is "soft goods." Both are durables.

Dura-trans, proprietary photographic process which produces a large transparency, such as those used in bus-stop shelters.

dye sublimation, proofing process which replicates continuous tone printing via the migration of dyes through levels of material to its final resting place on the surface.

dye transfer, (See reflective art), a transfer image from color chrome or transparency to photographic print via photographic dyes. Useful when extensive retouching is required which cannot be successfully accomplished on original.

800 Number, toll-free telephone number that consumers can call to order product or request information. Manufacturer pays for the call, as opposed to a 900 number, for which consumers are billed, typically $.50-2.00 per minute.

ECR, (Efficient Consumer Response), grocery-industry initiative which seeks to provide maximum consumer satisfaction with minimal structural cost by eliminating waste in the ordering, replenishment, assortment and promotion functions—through the sharing of electronic data with marketers and distributors.

EDLP, (Every Day Low Pricing), practice of eliminating promotion allowances, to provide consistent lower pricing of marketer’s brands or retailer’s store offerings.

E-mail, computer communications system that permits users to send digital desktop messages/files to one another.

easel, strut attached to rear of point-of-sale which folds out to enable the piece to stand up. A "double-wing" offers more substantial support than a "single-wing" easel.

edit, changing copy either to improve it, or shorten it to fit layout.

editorial, content of a magazine or brochure that is not advertising.

effective distribution, all-commodity distribution less out-of-stocks.

eighty/twenty rule, the "heavy-user/ heavy-seller" theory, which says that 20% of consumers buy 80% of your product, 20% of retailers sell 80%, etc. Usually remarkably accurate. Also known as "Pareto’s Law," after the 19th century economist.

elasticity, marketing term used to describe the sensitivity of sales to price. Often discussed as the "coefficient of elasticity."

electronic imaging, creating visuals by electronic means; e.g., computer, as opposed to by means of illustration or photography.

electronic media, general term referring to radio and/or television media, or permutations thereof.

electronic retail promotion, instant price reduction, or coupon printed by a machine, at the time of check-out.

ellipsis, the use of three dots (…) to indicate the omission of letters, words, or even sentences, from a manuscript. At the end of a sentence, four dots are used…. Also called: "suspension points."

em, unit of measure in typesetting. Represents the square space occupied by the letter M.

embossing, same as debossing, except the image is raised, as opposed to depressed.

emulsion, the chemical coating on one side of a photographic film or paper.

en, a space half of the width of an em.

enclosure, an extra printed item, beyond the principle item, inserted into a mailing envelope or carton.

end-aisle display, retail display of product on the shelves located at the end of a shopping row. Considered prime display. Also: "end cap."

endless loop, film or tape prepared for continuous playing, by joining it at the ends.

endorsement, in marketing, a recommendation by a celebrity or expert, typically in return for a fee. (See implied endorsement.)

engraving, an etched image on a printing plate or die, done either photomechanically or by hand. Abbreviation for "photoengraving."

enhanced advertiser billboards, :10 Static advertiser logo over channel branded end plate with VO tag @ :08.

equity sharing, in partnership promotions, the act of bringing valuable mutual Brand imagery, not just mere funds availability, to the table.

erection factor, refers to the percent of display material shipped that actually becomes part of a display in retail stores.

escalating refund, refund that offers a higher percent discount as the size of purchases increases; e.g., $1 off for one package, $3 off for two, $10 off for three.

envelope stuffer, (See enclosure.)

event marketing, a themed activity taking place "live"; e.g., car race, state fair, sporting event, concert, etc., related to the selling of a product or group of products.

expiration date, date on a coupon or other promotional certificate specifying time beyond which offer will no longer be redeemed. Important to limiting a marketer’s liability.

extrusion molding, molding technique in which quantities of molten material are forced through a simple die, to obtain lengths of symmetrical finished product, e.g., plastic tubing, price channels…even pasta!

FCC, (Federal Communications Commission), regulatory agency whose decisions influence various promotional techniques, for example, sweepstakes rules. (202) 219-3440.

FDA, (Food & Drug Administration), Federal agency responsible for packaged consumables product safety and labeling.

FIFO, (First In First Out), concept of inventory rotation. Opposite of LIFO (Last In First Out).

FOB, (Free On Board or Freight On Board), goods are quoted including delivery to a specified shipping point. Buyer incurs any additional costs to move those goods to their final destination(s).

FPO, (For Position Only), notation on mechanical art that identifies a photostat as not camera ready, must be replaced by stripping separate art in the printing process.

FSI, (Free-Standing Insert), an advertisement, printed separately, and inserted into newspapers. Usually full-color, and most often used in Sunday editions. Several companies are in the business of selling fractional-space units in multi-page FSI’s. Frequently used medium for couponing and promotional offers.

FTC, (Federal Trade Commission), Federal regulatory agency, which oversees fair trade practices, including enforcing Robinson-Patman Act. (202) 326-2222.

face, (See typeface.)

face value, the redeemable value of a coupon.

facings, the total number of package fronts visible on a retail shelf, in one linear row. Two packages stacked vertically are "one facing." Not to be confused with SKUs—the number of packaging versions stocked by a retailer.

factory outlet, retail store operated by the marketer of a line of merchandise.

factory pack, special pack, often a multiple price pack, produced by the manufacturer. Often requires changing shelf space allocation at the retail level.

fade, in video, a dissolve from black to a scene ("fade up"), or vice versa ("fade down").

failure fee, recent trade-incentive concept, developed by marketers in response to pay-to-stay or handling allowance assessments. Marketer agrees to pay a penalty fee if product stocked by retailer does not meet agreed-upon sales criteria.

fair trade, state laws, no longer enforceable, that enabled marketer to establish a minimum retail price below which retailers were not permitted to discount.

fall-off, in art, a graduation from dark to light, commonly used as a background to create illusion of depth.

farm out, work not produced directly by an agency, rather sub-contracted out to vendors and/or freelancers.

fax, (facsimile transfer), indispensable communications device enabling agency to communicate with distant client by transmitting "hard-copy" documents over telephone lines.

feature, promotional effort for a product, provided by retailer, usually in the form of display, price reduction, or co-op advertising.

feet, wire devices inserted into pole toppers to render them able to stand vertically erect.

field-activated promotion event initiated/executed by local sales rep of a national manufacturer.

fifth color, an additional color, beyond the four used in four-color process, used to achieve a specific printed color. Sometimes special printing projects need even an additional "6th color" or more.

film, in printing, the photographic materials that contain the desired image. Printing plates are then made from the film.

fine print, manuscript copy of very small type size, intentionally difficult to read because it is legalistic in nature, or irrelevant to the point of the piece. Also: "mouse track." (See mandatory.)

finishing, to die-cut, fold, assemble, or otherwise complete the process of manufacturing a printed brochure, booklet or display. Includes packing and making ready to ship.

first generation, a copy of artwork made from the original. Generally required for quality reproduction. When copies are made from copies, they become "second" or "third" generations, etc., with corresponding loss in faithfulness to the master.

fixative, coating sprayed on artwork, both to seal it from "bleeding" and to protect it from extraneous damage.

flag, interruptive graphic device on a package that announces, or "flags," a promotional offer.

flanker, (See line extension.)

flat art, historically a synonym for line art, but more recently refers to art which is stiff and therefore must be copied flat, as opposed to rolled on a drum.

flat-bed, type of printing press, with the plates on a flat horizontal surface, pressure being applied by a cylinder.

flat color, the use of specified matched colors, printed in a solid value, to achieve a graphic effect. As opposed to process color.

flat etch, the use of acid to make color corrections in a printing negative or plate by reducing the color value overall. As opposed to localized dot etching which is done on a section of the printing plate.

flexographic, printing method which uses "rubber plates." Generally of lower quality than offset, but appropriate for non-paper materials, i.e. cellophane, foil.

flight, to schedule marketing over periods of "bursts," each followed by a "hiatus"…as opposed to continuous activity.

flip chart, sales presentation comprised of several pages of bullet points, designed to stand on a buyer’s desk and serve as an aid to the salesperson.

flocking, electrostatic spraying process on a point-of-sale piece that simulates a "velvety" finish.

floorstand, point-of-sale display in which a quantity of product, too small or too expensive to be case stacked, is elevated in a display unit "off-the-floor" to attract consumer attention. Usually a disposable display of paper/corrugated, sometimes pre-packed.

floor-stock protection, manufacturer agrees to rebate the difference if manufacturer elects to reduce prices during a specified time period. Typically used to alleviate trade concerns about "buying-in now" or "taking-on-a-load."

flow, promotional, or point-of-sale material that is provided year-round. Not intended for a specific time-period or window.

flow chart, simplified PERT chart, laying out the steps of a project in chronological order by critical decision-making due dates.

flush, lines of type that align to a vertical margin. Flush left refers to left margin of page. Flush right refers to the right margin of the page. (See justify.)

flute, (fluting), refers to the wave-shaped inner core of corrugated board. Typically, the flutes used are:

	Flutes/Ft.	Height
A-flute	36	3/16"
B-flute	50	3/32"
C-flute	42	9/64"
D-flute	94	3/64"

flyer, (flier), inexpensive, 1-page (usually 8-1/2" x 11") promotional sheet, typically intended for hand-out or bulk mailing.

focus group, popular form of research utilizing a moderated session of 10-12 consumers. Usually conducted in a research facility with one-way mirror, so that consumer behavior can be observed. Focus group results are qualitative, not quantitative, and therefore not projectable for use as a decision-making tool.

Fome-Cor, Monsanto trademark for a type of board made of polystyrene foam compressed flat and laminated on two sides with "solid bleached sulfate" tag. Extremely rigid, yet light in weight. Ideal for embossing/debossing effects.

font, (Continental: fount), a complete set of characters, numerals and punctuation in a given typeface/size.

footprint, the precise configuration and square-footage of the base of a retail display.

forced distribution, retail chain automatically distributes product to its stores, without specific orders. Often used in test markets as a courtesy to the manufacturer.

form, a printed unit consisting of one side of paper stock, which may contain one or more images/ pages.

form letter, a "stock" communiqué delivered to multiple recipients, unchanged except for salutation.

forward buying, retailer anticipating of future needs, and buying product "on deal" in excess of needs, to take advantage of available discounts. Also: loading up.

four-color process, (See color separation and film), printing a photographic or multi-colored image with the primary colors: yellow, magenta, magenta (blue), and black, for full-color reproduction. As opposed to flat color printing.

fragrance strip, strip of microencapsulated material which is sandwiched between plies of paper. When separated, fragrance is released.

franchise, an arrangement by which a company lends (sells/rents) its brand name to independent retailers, who pay for the right to sell products under that banner.

free, one of the most powerful words in promotion. But if used without stipulation, FTC regulations require that the offer be "totally without cost or consideration."

free goods, salable merchandise given by marketer to retailer as an allowance, classically "1 free with 11," or "2 free with 10."

free-in-the-mail, consumer promotional offer in which marketer offers a completely free offering, in return for proofs-of-purchase. Sometimes requires that a "postage and handling" charge be remitted by the consumer.

freelance, to do work for an agency as an independent contractor, rather than as an employee.

free-with-purchase, consumer incentives awarded instantly upon product purchase.

frequency, in media terms, the number of times a defined target audience is exposed to an ad or promotional message.

frequency discount, advertising rates being reduced as the number of insertions purchased increases.

frequent-user program, a continuity program which provides consumer awards, usually based upon registering and continuing to purchase. The most famous of these events is the "frequent flyer" program initiated by airlines in the early ’80’s.

fringe, television buying term for the periods just before prime time ("early" fringe), or just after ("late" fringe). Varies by market, but generally considered to be 6-8 PM and 11 PM - 1 AM.

front-end, that area of a retailer (near the cash registers), in which impulse items, high-profit items, and/or items that need to be watched, are sold. In a food store, for example, items like cigarettes, candy, blades, batteries, photo accessories, periodicals are usually at front-end.

frontload, committed expenditure of the bulk of a promotional budget early in the period.

fulfillment, the processing of consumer responses to a promotional offering and "fulfilling" their requests, i.e., shipping the premium, mailing the refund, etc.

full disclosure, information that manufacturers of certain product categories are required to inform prospects.

fungibles, in marketing, products that are fully replaceable by others; i.e., brands which have no USP. Salt, for example, is considered "fungible."

GRP, (Gross Rating Point), in media, the sum total of the ratings for an advertising schedule, usually stated by week. Theoretically, 100 GRP’s could either mean 100% of HH’s are reached once per week, or 1% are reached 100 times, or any combination in between these ranges.

gaffer’s tape, (duct tape), indispensable product used on sets and stages to temporarily hold almost everything together.

galley, photocomposed typography, ready to be proofread and used for pasting onto mechanical art.

game, promotional event which is closer to a sweepstakes than a contest, because little skill is required. Usually involves a game-card device, which can be rubbed-off or opened to unveil a winning number or prize description. Generally believed to create more consumer involvement in the product or the proposition, than a mere "chance sweepstakes" drawing.

gang-cut, generally refers to coupons that have been illegally submitted to a clearing house for payment, obviously cut in batches, never used by consumers.

gang-print, in printing, to run more than one job on the same sheet. Also: "gang-run."

gang run, printing two or more different jobs on the same sheet, separating them after completion.

gatefold, an oversize page that folds into the gutter, often used to extend the size of an advertisement in a magazine, or a map in a book; e.g., the Playboy "centerfold." A smaller brochure can also be gatefolded.

gazebo, a point-of-sale island display fixture, generally free-standing, which can be shopped from 360°; i.e., from all sides.

generation, each photographic duplication, enlargement, reduction of art is another "generation." Each generation required to produce finished art risks a reduction in quality from the original art.

generics, unbranded consumer products, in plain (usually white) packaging, sold at substantially lower prices than advertised brands. Often produced by major marketers who also sell advertised brands.

geographics, statistics describing target consumers in terms of geography: principally regions, states, counties, et al. Often used to define targets in terms of MSA, Zip Code, or Census Tract.

gift-with-purchase, promotion technique, most frequently seen in department stores, in which shopper is rewarded with an on-the-spot premium; i.e.,"buy a fragrance set, get a make-up bag, free."

giveaway, term for promotional items that are handed out free. Also, a Continental promotional technique in which a divisible prize is shared equally amongst entrants&#151also called a share-out.

glossy, photo with a shiny, hard finish. As opposed to matte, which is non-reflective.

gondola, a section of shelving in a retail store.

gondola end, product display designed for the end of a gondola, a set of store shelving. Usually considered a prime, large-display situation.

gondola topper, point-of-sale signage designed to rise above a gondola end display.

gothic, style of typeface. Block letters without decoration, as opposed to serif faces, which have finishing strokes. Also: sans serif.

grain, in papermaking, the direction of the fibers. An important consideration in terms of warpage.

gravity-feed, a merchandise display unit which automatically drops a product into shoppable position, when the available item is removed by a customer. Classic example: the vending machine.

gray scale, series of stops of density values of black, usually from 10% to 90% value of solid black. Useful in comparing density of color subjects to comparable black value and, in film processing, to check degree of development.

grease pencil, instrument with a soft wax core—which permits marking on prints, proofs, photos, et al, without damaging them. Also: "china" pencil.

greek, random type that is set to "fill" a layout, but reads with no meaning.

green marketing, programs which convey a concern with environmental protection. Examples: biodegradable packaging, fund-raising for "earthy" causes.

grid banners, Static graphic units running within analog scroll. Endemic advertisers only with tune in call to action. Conventional advertisers only an exception when presenting program, i.e. Pedigree presents Westminster Dog Show.

gripper edge, the edge of a paper sheet which is unprintable, because it is needed to allow the mechanical "grippers" to pick and carry the sheet through the printing or die-cutting process.

grommet, a metal-protected hole, punched into board or banner. Used to receive threaded rope or wire for hanging purposes.

gross impressions, the sum of the audiences of all media vehicles used within a designated time span.

group promotions, multiple brands participate in a single event with a unified theme. Usually refers to brands from the same corporation, as opposed to tie-in or joint promotions, which are frequently inter-corporate.

guarantee, a commitment, usually in writing, that a product/service will deliver satisfactorily against the purchaser’s expectation.

guerrilla marketing, buzzword and trademark coined by Jay Levinson, author of several related books—refers to the ability of smaller marketers to compete with larger ones, using strategies designed to intercept consumers via unconventional means. Example: sampling headache remedies at post offices on tax filing day.

guillotine, an automated machine with an electric, hydraulic-powered, sharp blade, which cuts reams of paper or board cleanly and evenly.

gummed proofs, art material supplied to salesperson for the purpose of creating ad layouts in the field.

gutter, the space where two pages of a brochure or periodical come together. In a two-page layout, the gutter often has to be adjusted to allow space for binding.

HBA, designation for the "Health and Beauty Aids" section of a grocery store. Also: "H&BA;" or "HABA."

HH, (Households), abbreviation for the definition of a living unit. Many modified definitions include: "single-family HH," "multi-family HH," "female-headed HH," et al.

HMR, (Home Meal Replacement), (See meal solutions.)

halftone, any photographic image made ready to print by reducing the image to dots, using a photographic screening process. Continuous tone art must be converted to "halftone," line art must not.

halo effect, the positive lift of a promotion activity that can be attributed to an inherent appeal of a specific element or circumstance, e.g.: an increase in line extension sales traceable to promotion of a brand.

handbill, printed flyer that is literally "handed out" in public places.

handling allowance, incentive from marketer to trade to "handle" (stock) a product, or an extra incentive for stocking an item that requires special handling. Also, the fee paid to retailers for "handling" coupons.

handling/postage, charge levied on offer-respondents, to cover mail preparation and delivery costs.

hang-tag, the marketer’s "ticket" attached to a product or garment which provides sizing, pricing, formulation and/or fabrication data, as well as romance copy.

Hankscraft, brand name of the most widely used battery-powered motors for "motion" point-of-sale.

Happy Hour, a primary promotion technique used by bars/restaurants.

hard goods, (See durables.)

hard sell, forceful approach to persuasion, usually involving basic "gut" emotional appeals, including: this is your "last chance."

hardware, generic term for physical computing equipment, as opposed to software, which refers to programs necessary to make hardware useful.

header, signage projecting above a display. See riser.

headline, the primary, "stopping" words on an advertising layout.

headquarters call, sales presentation made to the home office of a chain, either to procure an order or to gain approval to solicit individual stores.

heavy user, term referring to the consumer most likely to consume a product in substantially higher quantities than does the public at large. (See eighty/twenty rule.)

hickie, (Continental: hickey), in printing, a defect/spot in a solid area caused by dust or dried ink particle.

hitchhike, literally, a "free ride." A marketer includes an offer within the vehicle of another, to reach the same target audience at no cost.

holography, photographic reproduction of 3-dimensional art on a flat plate using laser technology.

home page, first page a visitor encounters when visiting a Web site. Also known as the "welcome page."

home-video shopping, direct-to-consumer selling technique, wherein product offerings are exposed over a cable TV channel, and prospects order by dialing toll-free phone number, using credit card to pay.

homonym, a word with identical pronunciation as another, but with different spelling and meaning. Example: "fair" and "fare."

honeycomb, point-of-sale items of glued tissue paper, which store flat but open 360° and therefore become 3-dimensional.

hostess gift, awarded to the hostess of a party plan promotion, in return for the use of her home. Often tied to the level of sales achieved.

hot-button, any marketing technique capable of triggering an immediate consumer response.

hot stamp, to apply gold, silver or colored leaf to a portfolio or book for decorative effect.

house account, a customer reserved for, and serviced by, company management—as opposed to being assigned to a sales rep.

house list, proprietary list of names/ addresses owned by, and exclusive to, a given marketer.

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

hue, the identity of a color; i.e., red, orange, blue, purple, etc., that distinguishes it from another color.

hyper-store, new breed of "mega-retailer," which attempts to satisfy all shopper needs, from perishables to durables, under one roof.

hyphen, punctuation used to break multi-syllable words or connect multiple-word descriptors.

IBM Coupon, industry term for a small coupon, of standard size 3-1/2" x 2-3/16". Usually the smallest size a client or medium will allow.

ICC, (Interstate Commerce Commission), Federal Agency regulating rates and routes of rail and truck transportation firms.

ICM, (Instant Coupon Machine), trademark (Actmedia Inc., (203) 845-6000), for a device, usually shelf-mounted, that dispenses coupons in-store at the point of consumer decision.

IIA, (Information Industry Association), an organization which recommends media standards of practices, with emphasis on voice-information services, including audiotex, 800/900 numbers, et al. (202) 986-0280.

IMC, abbreviation for "Integrated Marketing Communications."

INT, (Image And Transfer), trademarked process for producing type transfers or rub-offs. Another trademark is Chromatec.

IRC, (Instantly Redeemable Coupon), on or in-packed coupons intended to be removed in the store and redeemed "on-the-spot" at check-out.

IRI, (Information Resources Incorporated), independent auditing service that tracks product movement in grocery, drug and mass merchandiser stores. (312) 726-1221.

ISDN, (Integrated Services Digital Network), type of telephone line that transfers data at high speeds, for making fast on-line connections and transferring graphics files.

IVR, (Interactive Voice Response), the technology which interfaces computers with telephones, permitting users to enter commands via touchtone keypad to generate pre-recorded voice responses from the system — thus "interacting" with the system.

icon, an image. Contemporarily, refers to those symbols on a microcomputer screen which reference functions.

image area, the space on a printed piece within which art must be confined.

implied endorsement, promotional event in which marketer associates brand/service with another factor, the implication being that the factor has approved of the event even though manufacturer hasn’t paid for the endorsement. Even a brand name on a store’s menu board implies that the store management endorses the product.

imposition, to arrange pages in a press form so that they will be in order after printing, folding and trimming.

impressions, the number of times a printing plate transfers ink to paper; e.g., 4/color press, Quantity = 10,000, Impressions = 40,000. Also: the number of exposures of an advertisement to a defined group of persons.

imprint, using an existing printed piece, on which is printed additional type. Usually used to accommodate address or price changes.

impulse purchase, unplanned consumer purchase. Decision made at point-of-sale.

in-ad coupon, manufacturer’s coupon printing in a retailer’s ad. Usually, the cost of redemption is borne by manufacturer.

in-and-out promotion, event of short duration, designed for quick movement through retail.

inbound, a telemarketing term, referring to the process of receiving calls stimulated by a promotional campaign, and disseminating information or taking orders.

incentive, a motivational offering intended to secure extra effort on the part of a salesperson, or purchase on the part of a consumer.

incremental sales, additional product movement (sales) traced to the effect of a promotion.

indicia, an imprinted designation on a mailing piece which indicates that postage, if used, has been prepaid. Eliminates need for individual envelope stamping.

Indigo, brand of short-run printer, uses direct-from-digital media, bypassing the need for plates production.

in-field, in marketing, activities that are activated at the local level, perhaps on a custom basis.

inflatable, large point-of-sale items designed to be filled with air or helium and "float" above product displays. Usually in the shape of package or bottle.

infomercial, broadcast advertising designed to look like programming. Usually long, e.g.: 30 minutes, and run during off-peak hours when stations have programming voids and unsold airtime inventory. Often rates negotiated based upon sales response achieved. The print equivalent is called an advertorial.

in-house, any service that an agency provides using its own staff/facilities, as opposed to "farming out," or sub-contracting the work.

initial caps, a headline technique: All Words Begin With Capitals.

initiative, special actions or tasks initiated beyond the normal agenda of business activity.

injection molding, a molding technique wherein molten material is inserted into a mold cavity and formed by "injecting" a positive mold part into that cavity.

inkjet, a printer which reproduces by projecting ink onto paper. High-speed inkjet technology has facilitated the growth of personalization, e.g.: in direct mail.

in-line display, point-of-sale display that is erected within the line of shelving in a store. Often shelves are removed and actually replaced by the display fixture.

in-pack, premium (or other offering) that is inserted into a salable package and is received by consumer only after purchase and opening of the product.

insertion order, instructions from an advertiser allowing a publication to print an ad of a specific size, on a specific date, at an agreed upon rate.

instant coupon, on- or in-packed coupons, meant to be removed in-store and redeemed "on-the-spot."

instant winner, promotion technique in which participants know immediately whether or not they have won a prize.

institutional advertising, advertising designed to persuade readers/viewers of the merits of the corporation, as opposed to individual products/ services. Often designed to encourage investment in the company’s common stock.

in-store marketing, promotions that occur at the retailer’s location, e.g.: product demonstrations, sample distribution, electronic marketing, price features, et al.

integrated campaign, a marketing effort that uses three or more communication vehicles, i.e., direct mail, advertising, point-of-purchase displays, FSIs, etc.

interactive, buzzword for promotional techniques which permit consumer "interaction" with a marketer. Example: computerized kiosk display inviting shoppers to determine best form of product for them. Toll-free telephone lines, CD-ROM and PC-based on-line services are also interactive marketing.

interactive electronic media, promotional media featuring real-time communications with consumers, e.g.: Web sites, certain kiosks, et al.

intercept, in research, a consumer preference study conducted in a high-traffic area; i.e., shopping mall, where researchers "intercept" shoppers and solicit participation.

interlock, in film editing, a special projection process that locks separate soundtrack and film together; when completed, "in sync."

Internet, network of computer networks providing global access to any computer in the link. Sometimes confused with the World Wide Web (WWW) which is actually a subset of the Internet.

interrobang, punctuation mark comprised of a question and exclamation superimposed.

intranet, using Internet technologies for internal purposes, e.g.: posting corporate data on the company’s Web site in a manner that employees can access it using their web browser.

investment spending, expending marketing funds at a level that could not be justified by short-term sales volume. Usually done to get a business established, and achieve break-even, longer term, or pay-out.

invoice, billing sent to customer requesting payment for merchandise shipped.

involvement device, promotional technique which motivates consumer to take action; e.g., answer question, rub off, paste stamps.

island display, a display of merchandise which stands alone in a store and can be shopped from 360°.

island position, in print media, a partial-page advertisement which is surrounded by editorial.

intaglio, design which is raised from its background material. Opposite of bas relief.

italic, in type, letterforms that slope to the right. If they slope to the left, they’re called "backslant."

itinerant display, point-of-sale display which is moved from one retail outlet to another, on a scheduled basis, usually to amortize its expensive cost.

J-hook, hook that fits into pegboard, designed to hold blister-packed product. Traditionally has an upward bend at the end, to prevent package from falling off.

job jacket, envelope or folder used to transmit trafficking instructions, accompanying a production project from beginning to finish.

jobber, distribution intermediary between marketer and retailer. (See rack-jobber, wagon jobber.)

joint promotion, wherein two or more companies get together to promote brands, within a unified theme. (See group promotion.)

junk mail, derogatory term: promotional material, usually delivered by third-class mail, to a non-specific addressee; i.e., "occupant".

junket, unaffectionate term, for a free trip taken under a thin disguise; e.g., "publicity," "preview," "check-out."

jury test, premiums or promotion offers presented to a panel of consumers to determine their attitudes/ preferences.

justify, to set type so that both left and right margins of all text lines are vertically aligned, giving a "squared-up" appearance because all lines are the same length. Type so set is said to be justified. Example: this book.

KISS, acronymic buzzword: "Keep It Simple, Stupid!"

KMA, regional slang: work done as client favor, which won’t be billed—often referred to as "kiss-my-ass work" or "a government job".

keeper, premium offered to consumers in return for trying or inspecting a product, which is "yours to keep, even if you cancel (your subscription)" for example.

kern, in typesetting, to tuck a letter under the overhang of another to reduce the amount of space between characters. As in "fi." Kerning is also often used to refer to adjusting space between letters.

key, to code a promotional offer so that responses can be tracked for research.

key account, major customer with high volume potential, usually handled by a senior sales representative.

key code, a code used on-label to identify a specific aspect of a mailing for test purposes.

keyline, (See mechanical art.) Also, in direct mail, a line of characters on the label which includes the "match key" and other key data.

keystone, in retailing, a synonym for 100% mark-up.

kickback, improper payment from a vendor, used to secure business.

kick band, a strip, usually dark in color, printed at the bottom of bins, floorstands, et al., to alleviate the negative visual impact of mop stains and kick scuffs.

kill fee, payment claimed by agency or artist for a canceled project.

kiosk, a free-standing, usually permanent, retail display. Might range from an interactive information center to an actual selling space—such as a photo-processing drop.

Kleenstik, trade name for double-sided foam tape used to fasten point-of-sale materials together.

knife lock, a small slot die-cut into a paperboard display to accept a tab that, when forced through the slot, will lock securely.

knock-out, (drop-out or reverse), usually white lettering on a dark color background, created by the absence of ink on paper.

kraft, durable brown paper (unbleached sulfate) used to manufacture mailing envelopes, wrapping paper and cardboard.

LDA, in the alcoholic beverage business, refers to "Legal Drinking Age."

LED, (Light-Emitting Diode), crystalline semi-conducting device that glows red, especially used in electronic displays.

lagniappe, a term of Creole origin, referring to "a little extra," usually a gift or bonus given with purchase.

laid, paper with a watermark pattern of distinct, closely-set, horizontal wire marks and more widely spaced vertical lines, usually used for high quality stationery.

laminate, to bond together two flat surfaces to form a single unit. Also: to apply a high-gloss coating to enhance a printed piece and to provide protection from excessive handling.

laser printer, printing machine, usually associated with producing hard-copy computer output. Utilizes laser light to scan text/graphic images, transferring them to a photo-sensitive drum for printing. Can deliver high resolution; i.e., 9,000 dots psi (per square inch).

laser printing, computer-peripheral printing, accomplished by a laser beam, toner, and fuser system.

layout, designer’s conception of the finished job, or the drawing of a proposed printed piece.

lazy susan, display on a turntable, which rotates, either by hand or motor. Also: spinner display.

leading, spacing between lines of type. To "add lead" is to increase those spaces.

lease department, a department within a retail store that is leased out for operation by another company. Also: "concession" department.

leave-behind, item, typically a brochure or premium, designed to be left with the prospect at the conclusion of a sales presentation.

legs, buzzword referring to the strength of a promotional concept. It is said to "have legs" if the concept or its theme can be re-run. Example: Budweiser "Pick-a-Pair," an annual promotional event.

lenticular, a 3-dimensional, or motion, effect created on a "flat" surface, achieved by superimposing a grooved plastic sheet over printed matter, causing different portions to be seen from various angles.

Letraset, trademarked brand of transfer type.

letter press, the original method of mechanical printing, still widely-used, based on relief printing; i.e., ink is transferred from raised metal or rubber to the receiving surface. Also, rubber-plate printing.

lettershop, adjunct to the print production process, usually referring to personalizing, posting, addressing, collating and mailing.

level of confidence, a statement of probable accuracy of results within a range of percentages; e.g., "plus-or-minus 5%" confidence.

leverage, any aspect of a marketing campaign which is expected to achieve above-normal results and/or below-normal costs.

licensing, the process of a marketer obtaining permission from the owner of a trademark, character, program, et al, to use that property for promotional spin.

life cycle, in marketing, the stages of a product’s existence. Typically: Introduction > Growth > Maturation > Saturation > Decline.

lifestyle, buzzword referring to advertising which conveys a positive, "fun" image to people participating in everyday activities.

lift, in promotion, the short-term sales increase directly attributable to a program.

ligature, in typography, two (or more) characters which are used as a single unit; e.g., "fi."

light box, a device consisting of a translucent surface, back-lit with fluorescent lighting, used to view transparency art. Also, a display fixture on which a transparency is lit from behind.

light thief, point-of-sale signage using techniques which borrow ambient store lighting to highlight visibility. Techniques might include reflective materials, photo-sensitive inks, or unique structural design.

limited edition, a specially-designed premium incentive, produced in a sufficiently controlled quantity as to render it perceived to have collectable value.

linage, in newspaper advertising, a measurement of the amount of advertising carried. Also, a reference to the size of an ad—a full-page ad is 2,400 lines, therefore a 600-line ad is 1/4 page.

line art, artwork with no tonal values, which can be directly reproduced without conversion to halftone.

linear inch, common method of measuring space allocated to products on a retail shelf. Left-to-right measurement.

line conversion, photographic process that converts continuous tone art into line art.

line extension, a product marketed under an existing brand name, usually a new form or flavor. Example: "decaffeinated" and "instant" could be line extensions of a coffee brand.

Linotronic, a brand of imagesetter, popular in commercial typesetting and graphics work.

lipstick board, industry term for a back-lit menu board with a clear plastic second surface, intended to be written upon with crayon-type materials. Light reflects on the writing and illuminates it to a day-glo type appearance.

list broker, company in the business of acquiring and renting mailing lists to users.

list maintenance, system(s) for keeping name and address records up-to-date on a continuing basis.

list rental, the act of paying for the use of a broker’s mailing list, usually on a one-time basis.

literature holder, merchandising piece designed to contain product brochures for dispersing at retail.

literature pocket, a literature-holder attached to a display unit.

literature rack, a display fixture which organizes and dispenses quantities of product literature, brochures, or magazines.

litho, (lithography), generic term for printed material. Most typically used to refer to offset printed paper that is intended to be mounted to a point-of-sale display.

litho laminating, the process of mounting a printed lithography sheet to single-face corrugated to produce a display-quality piece of structural corrugated.

loading, the act of selling customers or consumers a large quantity of goods, so as to take them out of the competitive marketplace for a period of time.

local rate, the price offered by regional media to local advertisers—usually lower than the rate charged to national advertisers.

lock-up, section of retail store where expensive goods are kept under "lock & key," to deter shoplifting. Item(s) must be specifically requested by shoppers.

logo, (logotype), corporate or brand name in specially-designed typeface, or artistically rendered typeface.

loop, continuous piece of film or tape that replays without necessitating rewinding.

loss leader, product featured by retailer at below-cost pricing, in order to increase store traffic, to sell additional, profitable items.

lottery, illegal promotion which contains chance, consideration (i.e. purchase) and prize. A sweepstakes must eliminate consideration, a contest eliminates chance. States can legally conduct lotteries.

loupe, a magnifier that allows close-up inspection of film, art, printing.

lower case, in type, the uncapitalized letters of the alphabet.

loyalty, measure of consumer commitment to a specific brand. Also, a type of promotion intended to foster consumer loyalty. (See continuity.)

loyalty program, promotional program designed to enable a marketer to identify, cultivate and retail its base of current customers.

lucie, artist’s tracing machine consisting of light table with bellows/lens arrangement enabling material to be blown up or reduced. An antiquated technique, generally replaced by zoom xerography and computer graphics.

lug-on, a separate element of a display applied to the face or background. Provides dimension and the ability to interchange. Usually a product illustration.

MBO, (Management By Objectives), style of business management that concentrates on 1) goals, 2) action plan, 3) periodic review, 4) appraisal.

MPEG, (Moving Pictures Experts Group), a technology standard for digital compression of audio and video data.

MSA, (Metropolitan Statistical Area), term defining areas that either contain a city of 50,000 population or "an urbanized area" of 50,000 people within a metro-area of at least 100,000. See PMSA.

magenta, a subtractive primary color, and one of the colors used in four-color process. Also called "red."

mahlstick, rod used by sign-painters to steady the hand.

mail-in offer, promotion which requires consumers to respond by mail to receive an incentive. Often requires submission of proofs-of-purchase.

mail key, an identifying character-code, printed on a label or response/ reply card, to enable a mail marketer to track performance of list selections, or program alternatives.

Majers Corporation, business-information service company, division of A.C. Nielsen, specializing in reporting retail advertising data. (402) 339-3100.

makegood, advertisement run without charge, either because of reproduction, circulation shortfall, or other error by the medium.

make-ready, to prepare press, and to adjust register-and-color on press to pre-determined specifications, or to match proof before commencing production run.

malapropism, misuse of words, often for humorous effect, especially two words of similar sound but different meaning; e.g., "a flaw in the ointment."

mall marketing, exhibits or demonstrations conducted in the public-access areas of shopping malls, frequently incorporating purchase incentives redeemable at mall stores.

malredemption, blatant, illegal misredemption of coupons in quantity by an unethical party.

mandatory, a line of copy, usually small type, that a manufacturer requires be printed on packaging and collateral material. Typically conveys date, trademark, copyright information, often for legal reasons.

manufacturer’s representative, sales representative, usually not employed by the manufacturer, who calls on the retail trade.

manuscript, typewritten copy as it is sent to the typesetter.

margin, that part of the selling price of a product that remains after cost. Usually expressed in dollars/cents. If stated in percentage, it would be called profit.

markdown, the percentage of price reduction from "everyday" featured in a retailer’s sale.

marker comp, a comprehensive rendered with felt-tip pens. Also called a "magic marker," after the original trade name for such pens.

marketing, the combination of activities involved in the process of moving a product from its point of manufacture to its ultimate purchase by the consumer.

marketing mix, the combination of all elements utilized to market a product, including pricing, advertising, packaging, promotion, et al.

marketing plan, usually the annual document that sets marketing direction for a brand, and spells out the budgetary details for each element of the plan.

marketing services agency, (See sales promotion agency.), broader definition of an agency, one which suggests full-service marketing capabilities, which might range from consulting, to research, to graphics, to promotion, et al.

market potential, marketer’s assessment of a product’s ability, or the ability of a given geographical area to deliver product sales.

market share, (share of market), percentage of a category sales accounted for by a brand. Expressed as either a percentage of units or dollars.

mark-up, the amount "added-on" to the cost, to get selling price. Expressed either in dollars or percent ($ mark-up ÷ $ cost = % mark-up). (See profit margin.)

masking, blocking out an unwanted portion of artwork, to prevent it from being reproduced.

mass display, large display of product in a retail store, usually in an end-aisle or island location, and in addition to normal shelf stock.

mass merchandiser, retail store selling various merchandise from a wide range of product categories; i.e., durable goods, clothing, drugs, entertainment, etc.

master broker, one who signs an umbrella agreement with a marketer to achieve distribution on a line of products, and then sub-contracts the work to regional brokers sharing commissions.

masthead, the displayed title of a journal that usually includes publishing, editing, location, and legal information.

mat, a frame produced by cutting an opening in board, used to highlight a section of artwork.

match-and-win sweepstakes, variety of sweepstakes in which consumers must match a symbol or number from an ad to a corresponding symbol at point-of-sale display to determine if, and what, they’ve won. (See seeding.)

matchbook advertising, ads printed on or inside matchbook covers. Usually distributed by retailers who sell tobacco products, in return for receiving matches at no cost.

match code, in direct mail, a code extracted from the name/address, used to identify duplicates or access a record on file. See keyline and mail key.

Matchprint, Fuji trademark for a process of producing photographic proofs of a color separation.

matte, in art, a non-glossy finish. In printing, a varnish that gives a dull finish to the final production.

mature market, product category in which growth potential has peaked and volume has stabilized or is declining. Also: a reference to the "geriatric" or "senior citizen" market.

McGill fastener, a "butterfly" pin used to secure the parts of a display to each other.

meal solutions (HMR), a grocery industry strategy for competing with restaurants that involves grouping complementary, balanced food products in single packages for ease and convenience. Meal solutions can be offered by a single manufacturer (e.g.: Kraft’s Lunchables), or packaged by retailers (e.g.: rotisserie chicken, salad, potato). Also, HMR: "Home Meal Replacement."

mechanical art, (reproduction art), type and art pasted on board along with color indications and other information which a printer requires for reproduction.

media, the means of communicating to consumers, whether print or electronic, mass or specialized.

media discounts, reductions from rate card, usually associated with some type of volume purchase.

media merchandising, promotional activity conducted by a medium, (for example, a radio station), on behalf of an advertiser’s product/ service. Usually as an extra, unmeasurable, "reason why" to persuade advertiser to utilize that medium. Activity can include on-air contests, press parties, et al.

medium, any vehicle used to convey an advertising message. Also: the type of tools/techniques used by an artist; e.g., oil, acrylics, and photography are "mediums."

mega display, buzzword to describe a point-of-sale display that is substantially larger than normal.

mentor program, promotional tactic in which the goal is to persuade committed product users to influence award non-users.

menu board, point-of-sale device, usually permanent, that enables retailer or restaurateur to list offerings/prices. Often given by marketers in return for obtaining their own brand name exposure and/or implied endorsement.

menu marketing, (See account-specific.)

merchandising, the marketing activities utilized to make a product available and visible at retail.

merge/purge, data processing technique which combines two or more lists and eliminates duplicate names and makes other pre-programmed modifications.

Mezzotints, commercially available screens which create special effects in converting line art to halftone.

Microencapsulation, trademarked process of the 3M company, in which fragrance oils are trapped in plastic resin bubbles. When broken, these bubbles release the fragrance. The basis of scratch-and-sniff promotions.

micromarketing, marketing to small geographically-defined segments of consumers, using demographic and lifestyle information, as well as retailer scanner data.

middleman, any factor; e.g., distributor, jobber, wholesaler, broker, which intervenes between marketer and ultimate consumer.

mint cut, (See gang cut), coupons that are not soiled and appear likely to have been malredeemed.

misredemption, the redemption of any coupon without a corresponding product sale, intentional or otherwise. Consumers may "misredeem" coupons because they do not buy the product. Retailers may "mis-redeem," by accepting coupons without appropriate product sale. (See malredemption.)

missionary selling, selling that does not involve order-taking, e.g.: presenting the merits of a product with the intent of influencing future purchase. Also, detailing.

mix, in recording, to bring several sound tracks together onto one tape. Also, in marketing, the combination of elements in a marketing plan is called the "marketing mix."

mixed metaphor, an incongruous comparison of comparative figures of speech. Example: "He viewed the world through rose-colored glasses and he saw greener pastures."

mnemonic device, visual or oral device designed to enhance recognition or memorability of a brand.

mobile, point-of-sale signage designed to hang from store ceiling. Usually two-or-more parts, each hanging from another, which rotate in ambient air movement to attract attention.

modem, contraction for "modulator/ demodulator," a device that translates digital signals into sound frequencies to permit transmission over telephone lines.

modular display, point-of-sale material consisting of parts which can be added together to increase the size of a display fixture and/or modify its configuration.

mom & pop, in retailing, refers to a small, family-operated store.

monogram, graphic design based upon lettering.

monologue, non-interactive promotion activity, e.g.: talking to consumers without receiving feedback. (See dialog.)

montage, a resultant image created by combining two or more images, usually photographically.

moonlighting, freelancing done by an agency-employed person for another agency, "after hours." Generally considered unethical.

moiré, (often pronounced "moray"), in printing, an undesirable pattern in the finished piece, which usually occurs because the art used was process-printed. One dot pattern overlays another to produce an imperfect, patterned result.

mortise, space created by cutting unwanted characters from a galley. Corrected type is inserted, or mortised. Also, a cut-out insert into a print ad, with secondary copy or visual, designed to attract the reader’s attention.

motion display, point-of-sale material that moves, usually battery-powered. (See Hankscraft.)

mottle, splotchy pattern, as in marble. Also: in printing, a blotched finish tracing to dirt in the process.

mounting & finishing, the manufacturing of a display, applying litho, die-cutting and assembly.

mouse type, tiny, barely readable type that conveys a marketer’s legal copy, usually on the back of a coupon or sweepstakes entry form.

multi-dimensional scaling, technique for representing product perceptions and preferences on a geometric graph for ease of comparison.

multilog marketing, beyond dialog to a point, for example, where marketer, customer, and consumer are communicating on a three-way basis. (See tribal marketing.)

multi-media, a presentation comprising two or more media; i.e., 35mm slides, film and soundtrack.

multiple-purchase, promotion which requires consumer to buy more-than-one package to participate in the brand’s offer.

multiple regression, in research, a type of statistical analysis which relates a series of variables to a decision. Isolates and shows the effect of a change in one variable on overall result.

multi-track, in recording, refers to the ability of tape equipment to assign individual "tracks" to separate sound recordings which can be mixed and ultimately played as one arrangement.

Mylar, trademark (duPont), for a polyester film used in recording tape, and inexpensive reflective effects in point-of-sale material.

mystery shopper, a marketer’s representative, who calls anonymously on retail outlets to check distribution or display of a brand. The mystery shopper rewards retail staff who are supporting the product.

900 number, (See 800 number), a toll phone number used for promotional purposes, often to disseminate information, or as a game or voting device. Caller pays toll.

NAB, (National Association of Broadcasters), trade association which promotes radio and television advertising. (202) 429-5350.

NCR, (Non-Carbon Reproduction), special paper usually used in multi-page business forms, which, when the front sheet is written upon, will reproduce copies without using carbon paper. Originally developed and sold by National Cash Register.

NMFC, (National Motor Freight Classifications), universally accepted rules governing packaging and protection of items shipped by truck.

NSI, (Nielsen Station Index), reports issued by A.C. Nielsen Company providing audience data for television stations.

NTI, (Nielsen Television Index), reports issued by A.C. Nielsen Company, providing audience data for network television programs.

narrowcasting, buzzword, referring to the use of media that reaches a highly-targeted consumer group, as opposed to mass "broadcasting."

national account, major customer of a marketer whose sheer volume potential makes it appropriate for direct selling and special service.

national advertising rate, rate that local media charge national advertisers, generally higher than is offered to local customers.

near-pack, consumer premiums placed in-store, adjacent to product display, usually because it is uneconomical for them to be either in-packed or on-packed.

necker, promotional material designed to be delivered by hanging it directly on a bottle. Also: "neckhanger" or "bottle-necker".

negative, (film in reverse), printing film in negative form to make positive plates. Also: a photostat that has been reversed. (Black-to-white and white-to-black.)

neon, a point-of-sale sign utilizing glass tubing filled with gas which, when illuminated, produces brightly visible colorations.

net audience, the unduplicated number of households, or consumers, reached by the combined total media effort.

new media, buzzword used to describe interactive and electronic media, e.g.: the Internet, CD-ROM, voice response.

new product, any product or line extension introduced under the banner, "new." FTC law limits a product to the term "new" for 6 months.

newsprint, inexpensive machine-finished paper made primarily from groundwood; most commonly used for newspapers.

niche marketing, buzzword for positioning brands to narrow target-audience segments.

Nielsen rating, a media rating measured and reported commercially, by the A.C. Nielsen company.

nixie, piece of undeliverable mail. Also: a label that is prejudged to be undeliverable.

non sequitur, Latin for "it does not follow." Applies to copy with no relevance to the subject matter.

nth name selection, sampling a mailing list, usually for test purposes, by selecting every "nth" name. For example, if 10% of the list were to be sampled, the 1st, 11th, 21st, 31st, etc. names would be selected.

null hypothesis, in research, to test the negative assumption. For instance, that there is no significant difference between variables.

OSHA, (Occupational Safety and Health Administration), governmental agency charged with, among other things, worker safety. Impacts many promotion areas; e.g., shipping case specifications. (202) 523-1452.

objective, the specific statement of the goal of a promotional plan, which will be addressed by strategies… and executed via tactics.

oblique, slanted typeface, similar to that of italic.

off invoice, an allowance that is deducted from the bill, as opposed to being remitted later by check.

off label, (See price pack.) Also: lower-priced, or discounted inferior grade of a brand or product.

off-premise, retail activity involved in selling goods/services not intended for consumption at the store.

offset, a type of lithography utilizing a thin metal plate. The plate "offsets" its ink to a rubber roller, which in turn transfers the image to paper.

one-sheet, refers generally to the size of a poster or banner used in theatrical and transit advertising. A one-sheet fits into a pre-existing permanent frame. Outdoor advertising sizes are also described in sheets; i.e., 2-sheet, 6-sheet, 18-sheet, 24-sheet and 30-sheet boards.

one-to-one, buzzword for promotion that reaches consumers on an individual basis, usually database driven.

onion skin, lightweight paper with smooth or cockle finish, typically used for printing airmail stationery. Also: tracing paper.

on-line, computer services which enable subscribers to access available databases, participate in typed conversations, and send/receive E-mail messages. Examples: America Online, Prodigy, CompuServ.

onomatopoeia, words that imitate the sound for which they’re designated; i.e., "buzz," "hiss," "slap," "gulp."

on-pack, premium or promotional offer attached to the outside of a product package, usually after basic production is complete.

on-page coupon, coupon integrated within a print advertisement.

on-premise, retail activity involved in selling goods/services which will be consumed immediately at the store level; e.g., restaurants.

opaque, ink or material that is impermeable to light. Opposite of "transparent."

open-to-buy, buzzword referring to the situation when a buyer has been authorized to make purchase commitments.

opticals, film "tricks," created by a special editing camera, to produce effects like zooms, enlargements, wipes, dissolves, spins, irises, etc.

optical scanner, input device that can read printed characters and convert them into electronic equivalents for the purpose of computer processing.

order card, any form intended to be filled out with information and returned to a marketer. (See BRC.)

outbound, in telemarketing, the activity of calling prospects cold, to explain/solicit business.

outdoor, general term referring to out-of-home media, usually billboards, but including transit, skywriting, et al.

outline, in type, an open-character letter made by creating an outline around a solid character.

out-of-home, generally, advertising referring to outdoor locations; e.g., buildings, billboards, transit.

out-of-stock, situation when a brand, normally carried by a retailer, is temporarily not available—usually because of inadequate stockkeeping, or abnormally high consumer demand. Example: a brand has 90% authorized distribution, but this period has 10% out-of-stock, for 80% net effective distribution.

out-of-the-box, buzzword for non-traditional, ground-breaking creative ideation.

outsert, promotional material attached to the outside of a product package.

overlay, in art, any addition/variation to a layout which is "overlaid" onto a basic design. In promotion, an extra aspect of the event, designed to make it more unique/interesting.

overprint, the act of printing an additional message on a pre-print.

overrun, in print production, the quantity produced that exceeds the order quantity. Because of normal damage in the production process, a certain amount of overrun is necessary to achieve 100% of the ordered quantity, especially if the printed material is only part of a total assembly process, where additional damage will occur.

overstock, amount of retailer’s inventory which exceeds normal, or acceptable level.

over-the-transom, sales that come without any personal selling. Also called "walk-in" sales.

over-the-wire, point-of-sale banner that literally "hangs over a wire," above the retail shopping aisle.

oxymoron, Greek for "pointedly foolish." Refers to contradictory copy; e.g., "freezer burn," "jumbo shrimp," "same difference."

PERT, (Project Evaluation and Review Technique), a chronological flow chart detailing all decision-making phases of a project (by actual due dates), from initial planning through final implementation.

PI, (Per Inquiry), promotional advertising for which the medium is paid based upon number of persons who respond to the offering.

PIM, (Promotion Information Management), independent organization which audits competitive promotion activity on a market-by-market basis. (312) 474-5600.

PIN, (Personal Identification Number), one uniquely assigned to an individual customer—a critical input to interactive marketing.

PM, (Push Money), incentive given to a distributor’s salesperson to motivate him/her to push manufacturer’s product in deference to others carried in his line.

PMA, (Promotion Marketing Association), trade organization serving agencies and marketers in the promotion industry. (212) 420-1100.

PMS, (Pantone Matching System), trademark of the most widely used color-matching system. Designed to enable artists/printers to specify and reproduce precise colors.

PMSA, (Primary Metropolitan Statistical Area), an MSA with 1,000,000+ people.

POPAI, (Point-of-Purchase Advertising Institute), trade organization serving producers and marketers involved with point-of-sale material. (202) 530-3000.

POS, (Point-of-Sale), material, usually printed, that is designed to attract shopper attention, and stimulate a purchase, at the retail store. Also: point-of-purchase.

PRIZM, proprietary lifestyle-segmentation system, (Claritas, New York NY) which defines and categorizes neighborhoods, based on Zip+4 data, into "behaviorally-distinct" cluster groups.

pack-out, generally referring to the quantity and configuration of goods in a shipping container.

package cut, line art illustration of a product package, provided by the marketer for retailer use in co-op advertising or handbills.

package-delivered, a promotion that is delivered by means of printing on a package, or on-packing, as opposed to "media-delivered."

packaged goods, broadly referring to mass-produced products, packaged by the manufacturer, and usually sold through the Food, Drug or Mass Merchandiser retail trade channels.

package insert, promotional offer packed inside a product package.

pagination, the assignment of page numbers in a manuscript.

paired comparison, in research, the technique of offering series of two items for selection or comparison, thus avoiding the difficulty respondents have in selecting from three or more items.

palette, refers to the available range of colors. Also: a board upon which an artist mixes paints, to achieve color ranges.

pallet display, an entire pallet-load of goods, packed together with point-of-sale material, intended to become a giant display, simply by fork-lifting into place and removing the protective wrapping.

pantry loading, quantity purchases of products on discount, deal or coupon, usually by current customers rather than new.

parchment, originally literally the split skin of a goat, but now a grade of hard-sized paper.

Pareto’s Law, (See eighty/twenty rule.)

partnership promotion, (joint promotion), two manufacturers, seeking similar target audiences, conduct an event together, sharing media and promotional costs to achieve efficiency of expenditure.

party plan, a promotional selling technique in which a consumer is rewarded for throwing a party in his/her home, inviting friends and neighbors to see products demonstrated. Famous example: the "Tupperware Party."

pass-along, in media, a term used to describe the fact that a periodical may be read by several people, though only paid for once. Therefore, circulation + pass-along = total readership.

pass-through, manufacturer’s allowances which are intended to be expended by the retailer on merchandising/feature activity.

pasteboard, paper made of multiple layers of board, pasted together.

pastel, any color of a soft hue, light tint, pale.

paste-up, the act of producing mechanical art.

pay-for-performance, marketer’s incentive payment to retailer based upon a specific, measured action being accomplished. For example, see scan down/scan back.

pay-out, a situation in which an investment of marketing funds generates a dollar return greater than the investment. If equal to, it is called "break-even."

pay to stay, an allowance paid by the marketer to keep a product on the retail shelf. Basically a shelf space "rental" arrangement.

peel-off label, generally an adhesive label affixed to an adhesive backing. The resultant label can be adhered to a product or mailing piece, but the label itself can be removed without destroying the carrier.

peg rack, retail store fixture that utilizes a "pegboard" backing and merchandises product on hanging hooks. Example: check-out racks featuring blades, batteries, confections, et al.

pencil, term for a rough sketch of a promotion concept, often literally rendered with a pencil.

pencilprint, printed simulation of pencil handwriting, intended to make a note look "personal."

peninsula display, a retail display "shop-able" from three sides. (See island display.)

penscript, printed simulation of pen handwriting, used to make mass mailings appear to be personalized. Also describes the process by which letters are "signed" mechanically.

perceptual mapping, research technique utilizing graph coordinates to analyze the relationships among a group of products, positionings, etc. to identify market gaps and therefore, opportunities.

per diem, daily billing rate. Also: maximum amount allowed daily for T&E; expenditures

perfect bound, a book, magazine or pamphlet that is bound with glue, before cover is applied. The cover is then glued to the spine to form a permanent attachment of cover to text. As opposed to saddle stitched, spiral, sewn bindings, et al.

perfecting press, press that prints both sides simultaneously.

perforate, to cut/punch a line of small holes around a portion of printed material to facilitate the tearing out of that section.

performance allowance, allowance paid to retailer on a bill-back basis, only when that retailer has submitted proof of compliance with the terms of the promotion.

perishables, products with limited shelf life, as opposed to durables.

phantom shopper, undercover person who poses as a shopper, to test the acumen or performance of retail staff. (See mystery shopper.)

phone-a-thon, a fundraising technique, conducted by telephone.

phonecard, credit-card sized plastic or paper card which allows the holder to make prepaid long distance phone calls using debit card methodology.

photocomposition, combining of several graphic elements into one, photographically as opposed to by mechanical means.

photo opportunity, in public relations, creating a situation of interest that will motivate press photographers to capture the scene for publication, on a non-paid basis.

photostat, (See stat.)

pica, unit of typesetting measurement. 6 picas are equal to one inch. 12 points equal one pica.

pick-up, in art, an element that is copied and re-used intact elsewhere.

piggy back, in advertising, a commercial that advertises two products of the same sponsor, usually on a

back-to-back :30/:30 basis, to obtain media purchase efficiency.

pixel, term derived from "PICture ELements," the smallest video dot which can be drawn into and/or manipulated in a computer graphics system.

plan-o-gram, (shelf set), the diagramed configuration of products as they will occupy a given shelf section. Often developed in conjunction with a key manufacturer, who seeks to maximize space allocated to his own brands.

plates, (See pre-press), printing term for the sheet of photo-sensitized metal alloy that carries the image to be transferred via an inked press to the paper or medium.

point, generally a unit of measurement. In typesetting, there are 72 points to an inch. (See pica, didot.) In printing, the thickness or "caliper" of paperboard is measured in points that equal 1/1000th of an inch.

point-of-purchase, (point-of-sale), the retail location where the consumer encounters a marketer’s product. Also: the material used at that location to attract consumer attention to the product, or to convey product benefits.

point program, consumer or salesman incentive program in which the recipients earn points redeemable for an array of merchandise and/or travel incentives.

pole topper, a point-of-sale riser card designed to be affixed to a core-wound pole to achieve extra visibility. Often used because a riser card is too heavy to attach to the case stack itself.

pool-out, an extension of an advertising or promotion event into different, but thematically-related ads or promotions. A concept is said to be "poolable" if it is suitable to become a campaign.

pop-up, a brochure or advertisement specially constructed so that a portion rises into view when opened. Also, a point-of-sale display piece that virtually automatically assembles when unpacked.

pop-up coupon, a coupon stitched into the binding of a magazine, so that it "pops up" when readers leaf through the book.

portfolio, collection of samples of an agency’s, or individual’s, work. A filmmaker calls it a "reel."

position, the perception that a marketer attempts to convey about a brand, and its benefits, versus competition. Also: in media, an indication of the location of an ad in a periodical; e.g., "back-cover" is considered a prime position.

positioning, the distinct identity that a marketer seeks to achieve for its brand amongst a defined target audience. (See reposition.)

position stat, photostat of reproduction art pasted onto a mechanical board to show where the photo or illustration will go in final printing, but in itself is not camera ready. (See FPO.)

poster, any large sign on paper or cloth, intended to attract consumer attention.

post-off, a trade term for discount, utilized in certain restricted businesses; i.e., alcoholic beverages, which are required by law to publish (post) such discounts for a designated period of time.

post-press, in print production, the operations which occur after the actual print run; e.g., mounting, finishing, folding, trimming, binding, packaging and shipping.

predatory pricing, retailer-featured prices, so low as to intentionally drive competition out of business.

pre-emptive, any marketing technique which, by its nature, is rendered unusable by the competition.

preference set, the 3-4 most preferred brands, any one of which a consumer would purchase, save for a "tie-breaker" stimulus.

premium, merchandise offered either free or at a reduced price, to generate sales of a product at the consumer or manufacturer level. Also: an extra charge for quality. Also: an indication of a brand’s "top-shelf" position.

premium pack, product package which includes a free item as incentive to purchase. May be either on-pack or in-pack.

premium rep, salesperson or manufacturer’s representative who sells several lines of items to the promotion industry. Often has exclusivity in a geographic area.

Premium Incentive Show, semi-annual exposition (New York and Chicago) at which sellers of incentive items and programs exhibit for the edification of marketers. NYC - (212) 714-1300; Chicago - (630) 850-7779.

pre-pack display, a floor or counter display designed so that it can be packed with merchandise at the plant and shipped as an integrated unit. Makes it easier for retailers to order, receive and construct a display.

pre-press, the critical operations which occur prior to a print run, including layout, copy, photography, illustration, separating, stripping, assembly, proofing and plate-making, et al.

pre-price, manufacturer marking/ printing the retail price on a product package before delivering it to retail.

preprint, an advertisement printed by manufacturer, and sent to medium for insertion into periodical, often designed to accept additional localized, or late-data, printing. Also: the advance printing of an advertisement prior to actual publication for publicity purposes.

pre-selected winner, a sweepstakes format, in which winning entries are determined in advance and seeded into the total distribution of entry opportunities. Usually concealed by some type of rub-off or "tear-it-open" device.

presence, the total exposure of a brand in a retail environment, including shelf facings, off-shelf display, and signage.

presence marketing, lifestyle marketing activities conducted via special events which intercept consumers outside of the usual retail environment.

press run, in printing, the production run of an approved press sheet.

press type, (transfer type), sheets of various typefaces, in differing point sizes, which are transferable (character by character) to an art surface by burnishing the back of the sheet.

pressure-sensitive label, label that can be affixed with an adhesive which does not require moistening.

price card, point-of-sale signage designed primarily to feature brand name and brand price.

price channel, the extended groove attached to the front of retail shelves, designed to hold plastic pricing numerals by snapping them into the channel. Can also be used to affix certain point-of-sale items, i.e. danglers, wobblers, et al.

price circle, that portion of point-of-sale signage that is reserved for the retailer to imprint, or write in, pricing of the item in that store. Also: bulls-eye.

price feature, the promotional price which a retailer includes in their store advertising or circular.

price pack, retail package featuring "cents-off," or special-price, graphic designation.

price point, pricing level that a marketer has determined will make a difference in consumer decisions. Example: 99¢ vs $1.00.

primary colors, the basic colors which can be mixed to produce the spectrum. In printing, the "additive" primary colors of magenta, cyan and yellow are mixed with black for four-color process. In television, the "subtractive" primary colors of red, green, and blue are mixed with white (light).

prime prospects, persons judged to have the highest "propensity to purchase". (See target audience.)

prime time, in television, the evening hours characterized as heaviest viewing periods. For example, Monday-Saturday, 8-11:00 PM.

printer’s devil, nickname for "apprentice" to a printer.

private label, packaged goods product, similar to a nationally advertised brand, but contract produced by retailer or wholesaler, and labeled accordingly.

prize, award given to the winner of a sweepstakes, contest, or salesman’s incentive contest.

process, type of printing that produces graduated tones by the use of dots, as opposed to flat images. (See four-color process.)

process colors, in printing, the "subtractive" primary colors of magenta, cyan, yellow, plus black. As opposed to flat colors, which can be any shade or hue.

product placement, a technique for creating awareness and exposure for branded products by arranging for their on-screen exposure in motion pictures or TV programs.

profit, the amount left after the cost is subtracted from the selling price. Expressed in either dollars or percent ($Profit ÷ $Sell Price = % Profit). Also: margin.

program integration, Advertiser association integrated into actual programming content, i.e. Fruit of the Loom/CMA awards.

progs, (progressives), in four-color process printing; printed proofs showing the individual 4/colors separately as well as in combination. Specifically, yellow + magenta, yellow + cyan, magenta + cyan, then yellow, magenta, cyan and black, showing the process effect of each color combination on the total job.

projectability, a statement of the ability of sample data to be representative of the total universe.

PROMO EXPO, the industry’s largest conference, trade show and networking event, sponsored annually in the Fall by PROMO Magazine. (203) 358-9900.

promotion, (sales promotion), 1. any marketing communication containing a reward, either economic or experiential, which motivates a specific action by a specific audience, during a defined time period; 2. marketing activities that support advertising, or are used in lieu of it, to encourage purchase of product or service, and/ or achieve retail availability/visibility.

promotion allowance, any of several types of discounts or rebates offered by a marketer to wholesalers, distributors or retailers in return for product featuring—usually in the form of distribution, display or advertised price feature.

promotion marketing, according to APMA: "The strategic and tactical marketing planning and execution for a brand using the full mix of business and consumer communications designed to work in concert to influence behavior in a way that builds sales and reinforces brand image."

proof, any of the several means of producing a trial impression of a print job, to check accuracy prior to the final press run.

proof-of-purchase, requirement by a marketer that must be remitted to qualify for his offering. Might be a UPC symbol, a unique portion of the package, a cash register tape, or, in some cases, all of the above.

proof seals, special insignias printed on a product package, or added after the primary production process ("blown on"), which consumers can utilize as proof-of-purchase, for the purpose of claiming their refund.

proprietary, any aspect of a promotional event that renders it "ownable" by the marketer, and therefore exclusive to that marketer.

prospect, potential customer. A "prime prospect" is one with predisposition and funds, and who is likely to be a heavy user.

protected territory, geographical area in which a sales rep is granted exclusive rights.

prototype, blank construction of a point-of-sale piece, used as the engineering model for the finished item.

psychographics, descriptive of the lifestyles, behavioral traits, or mindsets, of a target audience—as opposed to factual demographic data.

publicity, tool of public relations. Generally nonpaid form of promotion involving obtaining editorial coverage which communicates product benefits or otherwise creates goodwill.

public service announcement, (PSA), an advertisement aired by a medium at no charge, because the content is in the public interest.

puffery, exaggerated claims in advertising which risk the perception of "unjustifiable."

pull, product movement generated by advertising and promotion which generates consumer demand. As opposed to push marketing activities. Also: level of response to direct mail.

purchase cycle, the frequency with which consumers buy a product and/or service.

purchase-with-purchase, a promotional technique in which consumers are offered a premium at an attractive price when they buy the marketer’s brand. Usually executed at retail; e.g., "buy our perfume and get this $30 bag for only $10."

push, a promotional approach opposite to pull, in which goods are loaded into the retail channel in the hope that they’ll sell by virtue of display, price feature, et al.

push-the-envelope, buzzword for leading edge out-of-the-box creative concepts.

pyramiding, a method of direct mail marketing, which begins with a small portion of the list, followed by increasingly larger mailings, based upon positive results. Also, an illegal business scheme which entices people to invest in an inventory, and then solicit other investors rather than actually selling to the ultimate consumer.

Q&A; trivia donut, :15 sponsored trivia question, followed by Advertiser's Spot, followed by :15 sponsored trivia answer. Trivia questions will be TV/Entertainment related and will branded to Channel or Channel Programming.

quadrille, bond paper imprinted with grid of light blue lines, which will not be registered by the camera.

qualified customer, one identified as meeting criteria necessary for consideration as prime prospect.

qualitative, in research, relating to or involving quality or kind. Not projectable in performance terms.

quantitative, in research, relating to, or involving, the measurement of quantity or amount. Often used to describe projectable data.

quantity discount, manufacturer’s discount to the trade, tied to greater quantity purchases of manufacturer’s product.

queuing theory, in telemarketing, mathematical-modeling research that deals with waiting time associated with inbound calls.

quintile, frequency distribution of five intervals, each containing one-fifth of the total population.

RAB, (Radio Advertising Bureau), association that promotes the use of radio as promotional advertising medium. (800) 232-3131.

RDA, (Retail Display Agreement), contract between marketer and retailer, establishing and detailing an in-store display space agreement.

RFP, (Request For Proposal), buyer-issued specifications document, which solicits vendor recommendations/bids on a project. Also, RFB: "request for bid."

RIP, (Raster Image Process), the electronic process by which a desktop computer graphic file is converted to a bit-mapped file to permit manipulation/revision.

ROI, (Return on Investment), measurement of the success of a marketing program calculated by comparing the revenue generated to the amount invested in the campaign.

ROP, (Run Of Press), advertising, generally newspaper, where the advertiser has no control over the position (location) of the ad. Publisher’s discretion prevails. Also: (Return On Promotion), a measure of promotion effectiveness.

RPC, (Redemptions Per Case), measurement of effectiveness of a promotional offer, stated as: number of responses ÷ number of cases sold.

RSC, (Regular Slotted Carton), shipping carton, usually corrugated, that folds up and around the object to be packed. Slots create flaps which fold over, forming a secure package. Can be produced on a slotting machine without custom dies.

rack-jobber, a wholesaler who controls certain retail outlets, in that he services a section of a store, by contract, and may indeed own the fixtures, or rent space.

rag, in paper making, the amount of cotton fiber mixed with wood pulp to add stability and smoothness to the finished stock. Used mostly in bond and stationery papers. The more the "rag" content, the better the paper takes writing. Also: setting lines of type that are not flush.

rating, in electronic media, a statement of the percentage of homes with radios or TVs listening to, or watching, a particular program.

reach, in media, the total number of households to which a given media expenditure is exposed.

readership, a measurement of the total number of persons to read a periodical, including base circulation, plus pass-along.

ream, 500 sheets of paper.

rear-screen, projection of transparencies from behind, onto a translucent screen.

rebate, an incentive to purchase in the form of a discount mailed to consumers after their purchase. Usually refers to high-ticket items (appliances, cars), as opposed to package goods, where the term refund is more common.

recall, (See awareness.) the act of a marketer requesting retailers to return goods, for full credit, which have been determined defective.

redeem, (redemption), in consumer terms, to turn in coupons for their face value, or trading stamps for their premium value. In trade terms, to accept those coupons.

redemption center, location where consumers can turn in trading stamps in return for merchandise.

redemption reserve, funds put aside, or accrued, to insure that a marketer’s obligations can be met, even if redemptions actually occur during the following year’s budget.

red line, the line on mechanical art which indicates bleed.

reel, (See portfolio.)

referral premium, an incentive gift awarded to a consumer for recommending, or providing a sales lead regarding the name of a friend.

reflective art, illustration or photography used in reproduction that is visible to the naked eye, therefore the opposite of transparent art.

reframing, couching a potentially-negative product attribute in terms that convey positive appeal, for example, referring to a product’s price as an "investment."

refund, monetary reward to consumer, in return for proof-of-purchase. Usually delivered by "refund certificate" and redeemed by mail. Differs from a coupon, which is store-redeemed, and a rebate, which is usually associated with higher-ticket items; e.g., appliances.

regionality, in marketing, a measurement of a brand’s development, comparing one geographic area to others.

register, in printing, the correct positioning of each color run so that the result is "in register." Also, the machine at the check-stand used to collect cash transactions; e.g., the "cash register."

registry mark, the indication ® which signifies that a word/logo is a "registered" trademark. As opposed to "register marks," which are placed on base art and on overlays to insure perfect alignment of multiple images. Usually crosses in circles.

release, in public relations, a story or item sent to the press. Also, in filmmaking/photography, a legal statement authorizing the use of a performer’s image by the marketer in advertising or point-of-sale.

rendering any drawing.

repositioning, to alter the communications strategy of a product or service so that it appeals to a different target audience segment, or offers new appeals to its current users.

reprint holder, frame which encases advertising reprint to render it usable as point-of-sale signage, usually on retail counters.

reproduction art, the complete package of art and mechanical required by the printer to begin prepress. (See A&M;.)

re-purchase, buzzword referring to repeat consumer sales.

re-run, in printing, to redo a job because the initial quality was unacceptable. In television, the airing of previously-used programming.

research design, the framework or plan for a study that guides the collection and analysis of marketing information data.

residual, payment to talent featured in broadcast commercials on a "per-use" basis.

resolution, in printing, a statement of the number of dots per-square-inch. "High" resolution usually indicates high print quality. Also refers to quality of television monitor image.

respondent, a person who responds to a consumer research survey.

response rate, the percentage of total promotional pieces distributed which are returned as responses.

results, the gage of promotion effectiveness, stated in measurable terms, e.g., sales or share increase, trial or purchase level attained, et al.

retailer, an operator who sells products to the ultimate consumer by means of a store. Usually offers no exclusivity to manufacturers, as opposed to a dealer, which typically refers to a retailer who carries a limited number of lines.

retail trading zone, defined by ABC as one within which residents shop at retailers who operate within its core area.

retainer, the fee paid by a marketer to an agency, usually based upon an estimated amalgamation of personnel billing hours, divided into equal monthly payments.

retouch, to modify/improve artwork by one of several means, to make more attractively reproducible.

return postage guaranteed, legend imprinted on mailing pieces, which permits the USPS to return, and charge for, undeliverables. Often used to update mailing lists, or to recover costly premiums.

returns, in direct marketing, the responses to a mailing. Also, goods returned to a marketer because retailer finds them unsalable.

reusable container, (container pack), packaging for a product that becomes its own premium, in that it has consumer after-use.

reverse out, (See knock-out.)

ride-along, (See hitchhike.)

riser card, (riser), (See display card.)

Robinson-Patman Act, Federal law prohibiting unfair price competition among retail outlets for specific product categories.

roman, in typesetting, refers to vertical type, as distinct from italic.

romance copy, in copy, the words which create excitement/imagery about the product.

rotation, in media, the placement of two or more spots in an alternating sequence within a given buy. In color printing, the sequence in which different colors are applied to the paper - can vary by subject.

rotogravure (roto), type of printing utilizing an etched copper cylinder. Most often in high-volume printing; i.e., Sunday Supplements.

rough, loose drawing of the proposed promotion concept. (See pencil, thumbnail.)

rough-cut, in video, the first edit of film scenes. In point-of-sale, the first "hand-cut" prototype of a display piece.

rubber-plate, type of letter-press printing using plates made of rubber, usually used to produce bold line artwork directly on board. Not normally used for detailed printing.

rub-off, a promotion technique in which a hidden message is covered with a special ink that can be rubbed off by the consumer to unveil the message. Most often used in instant win sweepstakes. Also: in art, a synonym for type transfer.

Rubylith, trade name of a film used for masking.

rule, to draw critical lines on mechanical art boards. Also: a straight line, in art.

SAMI, (Selling Areas Marketing, Inc.), information company which audits and reports product movement at the retail supermarket level. (513) 381-8898.

SASE, (Self-Addressed Stamped Envelope), marketer-requested de-vice, used to expedite, and minimize cost of fulfillment.

SAU, (Standard Advertising Unit), in newspapers, compensates for differing local production formats, by setting standardized size for space, so national advertisers can purchase on a unified basis.

SBS, (Solid Bleached Sulfate), a type of board of a superior quality, used for silk screen printing, mounting.

SKU, (Stock-Keeping Unit), term to describe the various different packagings of a brand. Every size, flavor, put-up, et al., is one "stock-keeping unit." Usually also the number of line entries a retailer must put on his inventory computer.

SMSA, (Standard Metropolitan Statistical Area), former name for geographic definition of particular market. Now MSA.

SOHO, (Small Office Home Office), a business-to-business market segmentation.

SPA, (Sales Promotion Allowance, or Special Purchase Allowance), discount incentive offered to trade during a specified time period, usually to support a promotional event.

SRDS, (Standard Rate & Data Service), major firm in the field of reporting media rates, circulation, and other marketing information. (212) 503-1000.

saddle stitch, binding method where wire stitches (staples) are located in the back fold of brochures, pamphlets, etc. Best limited to 80 pages, but is determined by the bulk of paper stock used.

salable sample, small, trial size of a package goods product that is offered to retailers to sell, usually at a very low price, to obtain consumer trial. Less expensive and more controllable than free sampling, but more limited in reach.

sales aids, collateral material designed to help the salesperson do his/her job. Includes brochures, flip charts, giveaways, et al.

sales contest, a reward, usually less effective than a sales incentive, in that luck is frequently as important as sales performance.

sales incentive, a reward, usually in the form of cash or product , for member(s) of sales staff who exceed selling quota. Often part of a program designed to create ambition within the sales force, by making them aware of reward benefits for excellent performance.

sales promotion agency, a company in the business of helping marketers of consumer goods/services to expend promotional budgets in the most effective/productive manner.

sales promotion, (See promotion.)

sales territory, geographic designation of the area assigned to a salesperson.

salting, unethical practice of adding extra coupons to a retailer’s remuneration submission, for the purpose of defrauding a marketer.

sampling, marketer’s technique of achieving trial by getting product into hands of consumers, usually free, but often at a reduced cost; i.e., trial size or salable sample. Forms of sampling include: direct mail, door-to-door, shopping center handout, in- or on-pack, co-op mailings, airplane/hotel sampling, et al.

sandwich board, advertising intended to be worn by a person walking on the street, consisting of two signs attached by shoulder straps, so that one is in front, one in back of walker.

sans serif, a font or typeface where the design doesn’t incorporate finishing-off strokes; e.g., "H" as opposed to "H." Also known as gothic type.

scaling, in art, to calculate the proportions for enlargement to fit a specific area, often accomplished with the aid of a "scaling wheel.".

scan down/scan back, a marketer’s incentive to retailers, passed on to consumers, based on product movement through check-out during a specific time period, as measured by scanner data.

scanner, electronic device used at check-out to "read" UPC symbols and automatically record the transaction. Also: pre-programmed computerized color separation camera using high-intensity light, or laser light, to scan the original.

scanner data, data captured by the scanner process, which can be used for inventory control, sales analysis, et al. Also: bytes of visual information expressed in digital terms for computer use.

scanner driven, promotions activated or paid off at the electronic check-out counter.

Scarborough, company providing syndicated newspaper readership research in 70 markets. (212) 779-2000.

scheme, British expression, referring to promotion methodology.

SciTex, brand name (Scientific Technology Corporation of Israel) for a highly-sophisticated color separation computer. A similar computer is Chromacom.

score, in print production, a "blind" depressed rule in paper, creating a natural fold to make folding easier.

scotch third, an ad size that is accepted by newspapers as costing the 1/3 page rate, but is, in actuality, larger than 1/3 of the page.

scrap, previously-printed material used by an artist to create a preliminary design.

scratch-and-sniff, trademark of a process called microencapsulation which traps aromas inside "scent bubbles," which can then be applied to printed material. Consumer prospects can scratch the treated area and smell the product aroma.

scratch-off, (See rub-off.)

screen, (See halftone), a field of dots, recreating a continuous tone image for printing.

screener, in research, the form used to assess a consumer’s qualifications for inclusion in a survey.

screen printing, method of printing where ink is forced through a stenciled cloth "screen," one color at a time. Generally for low-quantity production runs.

script, text intended to be recorded as accompaniment to AV production.

seal of approval, symbol granted for a marketer’s use by an organization or publication, implying that a product meets certain standards; e.g., the Good Housekeeping Seal.

seamless, large roll of paper used by photographers to create a background with no "horizon" line.

seasonality index, measurement of Brand or Category sales volume as influenced by time periods. (% June sales to total ÷ % average monthly sales = June Seasonality Index)

seeding, the act of planting the winning numbers in a match-and-win or rub-off sweepstakes. Usually done under strict security controls by a bonded agency.

segmentation, the act of viewing consumer markets as segments, defined by narrower-than-mass target audiences, and developing products or marketing programs most appropriate for those segments.

selective distribution, limiting distribution to certain outlet types, usually those considered prestige or specialized.

self-destruct, coupon design, enabling it to offer two different redemption values, typically on alternate sizes or quantities of product. Consumer elects preferred value by clipping the coupon in a manner that destroys the other.

self-liquidator, premium offered to consumers at a price which totally covers the marketer’s cost of buying and fulfilling the offer. Also: a display fixture sold to a retailer for the cost of its production. If costs aren’t totally recovered, the item is called "partially self-liquidating."

self-mailer, direct mail piece designed so that it can be mailed without envelope or outside packaging.

self-service, retailer who offers minimal personnel assistance, usually on the premise of convenience or everyday low prices.

sell sheet, promotional/program information distributed to product sales representatives, which is specifically designed to provide sales motivation/assistance.

sell-through, term referring to the amount of goods entering the distribution channel which were subsequently sold through to the ultimate consumer.

semiotics, an approach to understanding brand image by uncovering intended and unintended communication in the light of cultural communication codes.

separations, (See color separation.)

serif, in type, a short line projecting from the top or bottom of the main stroke of a letter. "H" has serifs. Conversely, "H" is sans serif.

service bureau, an outside source providing services, usually computer-based, to many customers. Typical services include: list management/ fulfillment; computer imaging, film production.

service jobber, (See rack-jobber.)

set, in printing, the act of producing, or "setting" type, Also: the props and staging for a photograph.

seventeen-six-five, reference to the 17.65% margin that equates to a 15% mark-up, the traditional norm for agency media/production.

shade, the degree of darkness of a color, refers to the level of black.

share of market, (See market share.)

share-of-mind, for a given product, the percentage of consumer awareness to the total awareness of all competitive products in its category.

share-out, (See giveaway.)

share of voice, for a given product, the percentage of its advertising impressions to the total advertising impressions being aired by all competitors in the category.

sheet-fed, any printing press that accepts paper pre-cut into sheets, as opposed to rolls (webs) of paper.

shelf card, (counter card), point-of-sale printed material designed to be placed on a retailer’s shelf.

shelf extender, point-of-sale fixture which can hold additional product over-and-above normal shelf stock quantity, to create extra product visibility and availability.

shelf organizer, point-of-sale merchandising material that keeps products neatly arranged, presentable, and attractive on the retail shelf.

shelf pack, the smallest inner-pack within a product shipper, designed to be sent intact to retailers as the approximately ideal shelf-stacking quantity. In U.S. usually 1/2 dozen, or multiple thereof.

shelf presence, the exposure of a brand at the retail shelf, a combination of share of facings, visual impact, and promotional stopping power.

shelf set, (See plan-o-gram.)

shelf space, space allocated to a product on the retailer’s shelf. Usually measured in linear inches, or in shelf facings.

shelf strip, point-of-sale signage designed to snap into the retailers price channel.

shelf talker, point-of-sale signage designed to hang over the edge of a shelf, or attach to the price channel, and deliver a promotional message.

Sherman Antitrust Law, Federal law prohibiting elimination of competition in a specific industry. Essentially makes the creation of monopolies illegal.

shipper, the outer container, typically an RSC, in which package goods product is shipped. Usually the minimum quantity available.

shoot-out, slang for an agency competition to win a client’s business.

shopping radius, shortest distance within a circle defined by a retailer as: the area encompassing it’s bulk of shoppers.

shopping spree, promotional prize in which the winner is allowed to gather as much merchandise as possible within a fixed time period.

short fold, unevenly-folded sheet.

short-ship, to ship an incomplete order, because of warehouse shortage. Missing items are usually "back-ordered" for later shipment.

show card, style of hand-lettering used by sign makers.

showcase, to present a product in a unique environment, and to it’s best advantage. Also: an enclosed, often locked, permanent display. In television: A stand-alone customized program segment (1:00 prime and 2:00 day part) highlighting network programming by paid advertiser.

showing, outdoor posters are bought by groups referred to as a showing. The size of a showing is stated in Gross Rating Points.

shrinkage, trade lingo for the amount of merchandise received but not sold, either due to shoplifting or employee theft. Also: in printing, refers to the reduction caused when ink dries.

shrink wrap, wrap which bundles product together tightly/neatly for better handling/shipping. Wrapped in plastic film, the bundle is passed through a heat tunnel which "shrinks" the plastic to the package.

side-stitched, (stabbed), binding method in which loose leaves are stapled together, usually at the left-hand edge. Generally restricted to cheap work—the resultant book cannot be opened flat.

signature, (See form), in printing, the number of pages on one form, when folded and trimmed, make up a part of the finished book. All signatures are gathered in sequence and bound. Example: Signature 1, contains pages 1 through 12; Signature 2, pages 13-24; etc.

silent auction, technique in which respondents are invited to make sealed bids on an item, which is awarded to the highest offer.

silhouette, in art, to separate an image from its background so that it can stand alone or be superimposed against a new background.

silkscreen, a specialized flat color printing process useful for short runs, where vibrant colors are required.

silk screening, (See screen printing.)

simile, in copy, a direct comparison. Example: "tastes like butter."

Simmons, trademarked data service, uses personal interviews to collect information on periodicals.

simulcast, to broadcast a program on Radio and TV or, on AM and FM, during the same time slot.

skid, platform designed to hold a quantity of product, which can be moved intact by a fork-lift truck. Also, a pallet.

skywriting, promotional advertising created by an airplane emitting vapors into the air to produce "cloud-like" messages.

slick, (See ad slick.)

slide, usually referring to a 35mm transparency, mounted and intended for projection.

slippage, a factor used to describe thedifference between the potentialnumber of consumer responses to an offer, and the actual. Sometimes: the difference between consumers who intended to respond, versus actually responded.

slip sheet, sheets of paper inserted between printed sheets to prevent ink rub-off, or to protect display material in the shipping process.

slotting allowances, an incentive paid to a retailer in return for each "slot," or space, granted on that retailer’s shelf or fixture.

small-space advertising, periodical advertisements, placed in units that comprise fractions of a page.

smartcard, memory-chip resident card used to store information about the holder which is readable and writable when inserted into the card lot of any smartcard appliance.

SmartSpiff, trademark (Phoneworks: (813) 823-7144) for an electronic bonus certificate used with interactive media to drive loyalty or promotional programs.

snipe, a small printed patch or banner, applied to the face of a display to change information. Also, a blank adhesive-backed patch to cover information not applicable.

software, programming stored on hard or floppy disks, which is necessary to drive computer hardware; i.e., printer or computer.

sorry copy, message unveiled to consumer after all brochures or certificates have been removed from a display, featuring instructions on how consumers can still participate in the promotional offering.

SourceBook, an annual buyer’s guide to hundreds of providers of promotion products and services published by PROMO Magazine. To purchase a copy, call PROMO at (203) 358-9900.

space, generally the portion of print media devoted to accepting marketer’s advertising.

space management, the science of analyzing product movement potential and allocating shelf inventory to best accommodate that potential. Also involves the decision of product location/position/facings on the shelf. (See plan-o-gram.)

spacing, in typesetting, separation between words or letters. Separation between lines is called leading.

spec, (speculation), work done without advance fee in hopes that client will like it and ultimately pay for it. Also: to specify the size/leading/spacing/face of a body of type, as instructions to the typesetter.

special-interest, media devoted to segmented audiences, hobbyists, afficionados, practitioners, et al.

specifications (specs), a statement of the requirements of a production job ranging from paper weight, to printing technique, to number of illustrations, et al., including bindery operations.

spending split, the division of a marketer’s budget by key areas of spending. Usually trade versus consumer.

spiff, trade nickname for sales incentive. (See PM.)

spillout, in test marketing, that amount of goods, point-of-sale, and advertising impressions which go outside the defined test area.

spinner display, (See lazy susan.)

split run, two different ad or promotional messages run in the same medium, usually to test the effectiveness, or pull, of one message versus the other.

Sponsored links, text-based ads that often appear as a result of a keyword search either on a search engine or associated site. These ads are often displayed alongside natural search results but identified under specified headers (e.g., "Paid Sponsor," "Sponsored Link," "Sponsored Sites" or "Sponsored Results").

sponsorship, underwriting an event for the purpose of gaining positive association for a brand with the event, the participants and/or the attendees.

spot, buzzword for broadcast time slot devoted to a commercial. Also: the buying of broadcast time on a local market basis, as opposed to national network buying.

spot glue, to apply adhesive to a specific area of a print job.

spot varnish, to print varnish only on a portion of the piece, often to facilitate writing on a certain (unvarnished) area.

standard case, marketers who ship many different sizes/configurations of a brand often convert those shipments into an imaginary "average case," for the purposes of simplifying performance analysis. Usually based on ounces or other unit measurement. Example: in the Beer business, standard case is a barrel.

stat, (photostat), photo print of art made by a camera. Usually black on white photographic paper.

statement stuffer, (See bill enclosure.)

static cling, signage printed on plastic material which adheres to smooth surfaces without adhesive.

stencil, rudimentary printing technique, in which ink is applied through holes cut into a sheet.

step-and-repeat, the same image is printed continuously, in a pattern, on the same sheet of paper.

stet, editor’s notation which means: "don’t change it."

stimulus, usually a reward or signal which results in a discrete behavior response.

stipple, rendering which uses dots to achieve shadings or effects.

stitching, in printing, the stapling or sewing together of printed pages into a brochure or book. (See saddle stitch.)

stock, any element, photography, illustration, molds, paper, etc., that already exists in available inventory for a marketer’s use. Also: a retailer’s nickname for his store-level inventory.

stock paper, popular printing papers that are made available on a regular basis in pre-determined sizes and continually available in quantity from merchants.

stock photo, an existing picture, usually a transparency, available for use in an ad by buying the right to use it from a "stock house."

store bulletin, announcement from retail chain headquarters to individual store managers announcing promotional event availability.

storecast, retailer-originated in-store audio programming, which intersperses self-promotion spots into a music format.

store check, usually the act of home-office people, or their designees, visiting retail stores to gather marketing intelligence.

store-door delivery, manufacturer arranges to deliver product directly to stores, even though they might normally be serviced by chain warehouse, often because of product perishability; i.e., bread, milk.

storyboard, presentation of a proposed video or commercial, using rough illustrations adjacent to script, as indication of final film.

straddle pricing, retailer technique of reducing prices on select items below that featured by competition, while raising prices on other items.

strategy, steps recommended as necessary to achieve an objective.

street money, slang for promotional funds made available for discretionary use of a local salesperson.

stripping, (See film and pre-press), attaching, putting together, assembling in negative film form the separate elements of an ad, brochure, flyer or other printed materials into one cohesive unit; e.g., inserting type in proper position and size within a photographic image.

studio tissue, final tight layout done prior to mechanical art. Art Director’s instructions to Studio Manager. Includes type indication, color breaks, et al.

stuffer, printed literature intended for insertion into a mailing envelope. Usually refers to extra literature, which subject matter is extraneous to the main purpose of the mailing.

style book, a collection of specifications compiled by a marketer to ensure that suppliers make consistent and proper use of logos, colors, typography, et al.

subhead, important text on a layout that is subordinate, or secondary in importance, to the main headline.

Sunday Supplement, special section inserted into Sunday newspapers. Usually refers to general-interest magazines, but also includes TV listings, comics, etc.

super, type message which appears over a video picture, usually via double exposure, or "fading" together of two camera shots.

surprint, (See overprint, imprint), to superimpose. Example: solid black type surprints over an image in the black separation.

suspension points, in typography, using a series of dots (periods or points) to make a word stand out from its sentence. While only an example…even so…this sentence uses suspension points.

sweepstakes, a promotion which requires only chance to win, and therefore: 1) no purchase (consideration) can be required; and 2) winner(s) can be determined by random drawing. (See lottery.)

swipe, art "borrowed" from existing books or electronic files, used for the purpose of demonstration comps. Also: the technology associated with reading magnetic-strip cards "swiped" through a reader.

swung dash, in typography, an accent dash which has curvature (~).

syndication, 1. in research, the regular gathering of data on audience readership, viewership, product usage, et al., sold on a subscription basis to marketers and agencies; 2. in broadcasting, programming which is distributed to local stations outside the national network structure. Usually includes "re-runs" and movies; 3. in advertising, a program series produced by a marketer who includes its own commercials, but offers the program to stations who sell remaining time. Also known as "trade-out" or "barter" syndication; 4. in direct mail, mailings prepared by a marketer and turned over to another firm to mail to their lists.

synergism, marketing buzzword which suggests that two elements of a program combined provide greater impact than the sum total of each of them separately. Often referred to as the "1+1=3" theory.

synonym,word with (approximately) the same definition as another.

T & E, (Travel and Entertainment), entry on expense account, usually rebillable out-of-pocket costs associated with servicing a client. (See per diem.)

TAB, (Traffic Audit Bureau), organization that studies the number of people who pass, and may see, a specific outdoor sign, in order to establish methods of evaluating advertising value. (212) 972-8075.

TBD, (To Be Determined), copywriter’s note to indicate that final copy for a section is not yet available.

TPR, (Temporary Price Reduction), a type of promotion allowance.

TRP, (Target Rating Point), used in media. Sum total of the ratings against a specific target audience for an advertising schedule, usually shown by week. (See GRP.)

TVB, (Television Bureau of Advertising), association that promotes the use of television as an advertising medium. (212) 486-1111.

tab run, computer print-out of research findings.

table tent, point-of-sale signage intended to sit on a restaurant table or bar-top. Usually a simple folded device in the shape of a tent.

tactic, the actual programs/techniques used to accomplish a promotion strategy.

tag, a type of heavyweight paper stock. Also: an additional message at the end of an electronic media advertisement.

tagged tune-in, In television: A promotional spot driving tune-in to channel programming that includes an advertiser tag at the end of the spot.

take-ones, (tear-pads), padded pieces of paper affixed to point-of-sale material, intended to be torn off. Contain details of the promotional offering, and spaces for name/ address, other relevant information.

tape plan, continuity program, usually offered by food retailers, in which cash register tapes can be redeemed for premiums/prizes.

target audience, that defined group of consumers a marketer considers to be "prime prospects;" i.e., most likely to purchase large quantities of product. (See eighty/twenty rule.)

taxi-top, advertising medium mounted atop a cab. Often backlit.

tchotchkes, term of Yiddish origin, affectionately used to refer to giveaway premium items, advertising specialties, and/or "freebies." (Pronounced: CHOTCH-kahs.)

tearsheet, advertisement printed by a periodical, and sent to the client, unbound, as a proof or sample. Historically, these ads were literally "torn" from finished magazines.

tear-tape, wire or tape imbedded in corrugated, to facilitate the case of opening, usually to encourage display by making it convenient.

teaser, copy intended to get reader to "turn page" or "look inside." Also, a mailing sent in advance of a major mailing to arouse consumer interest in the mail to follow.

telemarketing, selling, soliciting or researching via telephone. Can be inbound or outbound.

telethon, the television version of a phon-a-thon.

test market, defined marketing area in which an alternative marketing mix can be evaluated versus the national plan, or a new product introduction marketing mix evaluated.

test market translation, converting a national theoretical marketing plan to the media available in a test market. Also: converting test market results to a national projection.

text, the body copy of a page or book, as distinguished from the headings.

text weight, (book weight), any paper used for printing books and flyers that is light enough to be "turned" easily, and weighs under 100 lbs. per one-hundred press-size sheets.

third-party referral, promotional technique offering an incentive to persons who recommend a friend.

thirty-day rule, FTC regulation requiring that mail-in offers, for which consumer payment has been sent, must either promise a specific delivery time, or must be fulfilled within 30 days of receipt.

three-tier, term which describes a distribution system of three layers; e.g., manufacturer-to-wholesaler-to-retailer.

thumbnail, small sketch which gives rough idea of the position and elements of a design.

tie-in promotion, (group promotion), event that involves two or more brands, with a consumer incentive to purchase both.

tints, the shades of a given color, created by adding black or white to that color.

tintype, outdated photographic technique, utilizing a sensitized tin plate as the medium.

tip-in, preprinted card bound, or partially bound, into a periodical. Usually a response device.

tip-on, preprinted card that is inserted into a periodical by gluing its edge onto an ad.

tombstone ad, small-space ad that features only product or store name, with no sell copy. Often an unaffectionate reference to ads placed by retailers to collect co-op allowances.

tone, in copy, the style or attitude conveyed by a piece.

top-box, in research, the highest score(s) in a rating—those considered the most relevant.

top-line, in research, interim results published prior to the publication of a completed study, to give management additional reaction time.

top spin, agency buzzword for a low-cost attention-generating element added to a promotion.

touchy-feeley, slang for a promotional technique which enables prospects to physically "play" with the product.

tracking study, consumer, product or market research conducted on a continuous basis that literally "tracks" or follows performance of competitive data over time.

trade advertising, advertising intended not for consumers but for the various factors who influence consumer availability; i.e., wholesalers, retailers, reps, salespeople, etc.

trademark, the mark of a product/brand claimed as owned by a marketer; often marked as ™ if mark has been applied for, ® if it has been registered.

trade promotion, (trade deal), incentives given/paid to trade factors to motivate stocking, display, feature of a marketer’s product(s).

trade show, exhibition conducted for members of a specific industry.

trading area, the defined geography within which a retailer believes his customers originate.

trading stamps, gummed "stamps" purchased from proprietary houses; e.g., S&H;, and offered by retailers as incentive to purchase. Exchangeable for premium merchandise at consumer redemption centers.

traffic, in retailing, a word used to describe the number of shoppers visiting a store, or those passing a specific area of the store. Also, in production, the act of moving a project through the process to finish.

traffic builder, any promotional activity that generates additional store visitations by shoppers.

trailer test, in research, a consumer preference and/or attitude study that literally uses a trailer which can be moved to locations, usually because it facilitates exposing an AV presentation to many respondents.

transfer print, (See color key.)

transfer type, lettering on plastic sheets, which can be rubbed onto artwork.

transit advertising, media that is displayed on public transportation vehicles, or in the vicinity of their boarding places. (See outdoor.)

translucent, permits light to pass through, but is less clear than "transparent."

transparency, (See chrome.)

transparent ink, printing ink that does not completely conceal the color of the carrying material beneath. The medium modifies color.

trap, in printing, when one section of the job slightly overlaps another, to avoid any possibility of holes.

travel incentive, motivation programs built around vacation travel. Generally offered to dealers and their salesmen, and often themed around a sales meeting destination.

traveling display, one which is moved from location to location, usually to amortize its substantial production expense.

trial, initial consumer use of a product, whether by purchase or by some sampling means.

trial size, small size of a package goods product, either given away free, or sold at a nominal price, to gain consumer trial experience with the brand.

tribal marketing, buzzword for defining a target audience in terms of its social meeting ground and meeting them, one-to-one, in that place. An extension of the affinity notion. (See multilog marketing.)

trim size, finished size of a printed piece after waste is trimmed away.

triple dot, (See separations), a technique used in black-and-white or 2/color printing that is similar to 4/color separations. The image is separated into high-contrast, middle-tone and low-contrast values and combined onto one or two negatives.

truckload allowance, trade incentive based upon a marketer passing along savings realized by shipping a full truck to a single destination.

trunk show, retail promotion wherein a marketer’s rep displays a collection of product samples, and the retailer takes orders.

turnback, edges of point-of-sale signage designed to be folded back, on a score line, to provide a structure that prevents the display surface from warping.

turnkey, in promotion, a packaged event, including all materials required so that a wholesaler or retailer can field the promotion by himself.

turnover, the number of times a product’s average retail inventory is moved (sold) during a year.

turnover order, an order for merchandise which is written by a manufacturer’s own salesman but "turned over" to a wholesaler/distributor to fulfill, crediting him for the sale.

turntable, platform that rotates to display merchandise from all sides.

twin pack, special pack of product, where two packages are banded together and sold at a special price.

two-color printing, reproduction utilizing two colors of ink, one of which is usually black, to produce an image less expensively than 4-color process, but more visually arresting than "black & white" printing.

two-fer, promotion offer of "two for price of one," commonly associated with theatrical event tickets.

two-step, in direct mail, a piece which solicits a request for additional information which is followed by the "selling" price.

type, lettering of reproduction quality, acceptable for printing.

typeface, general term used to describe the styles of lettering available in typesetting. The five general classes of typeface: roman; italic; script; gothic; and text.

typeset, to create type of a quality usable for reproduction, whether electronically or mechanically.

type transfer, a sheet of type created through a photographic and chemical process, which can be transferred onto almost any surface by burnishing the back of the sheet.

typo, abbreviation for "typographical error" within a text block.

UL, (Underwriters Laboratories), examines, tests, and determines both the suitability and standards for construction and safety of electrical equipment, appliances and materials. Annually lists acceptable commercial products that confirm to code standards.

UPC, (Universal Product Code), packaging symbol, consisting of numbers and a series of bar stripes, which can be read by check-out scanners. The UPC automatically registers brand name, flavor, size, price, and inventory information.

USP, (Unique Selling Proposition), marketing buzzword used, and made famous by Rosser Reeves. A concept that advertising should seek to give a product a unique identity or capitalize on one it inherently has.

USPS, (United States Postal Service), government-controlled system of carrying goods or mail, featuring uniform rates, irrespective of the distance delivered.

umbrella, buzzword for a theme which encompasses a multi-level series of promotional activities.

undeliverables, mailing pieces that cannot be delivered, usually because of incorrect address or name not resident at that address.

underrun, quantity of printed material that falls short of the ordered quantity. Opposite of overrun.

under-the-crown, promotion technique of the Beverage business, featuring game devices printed on the underside of bottle caps.

unduplicated audience, maximum number of prospects reached by a mailing/advertisement. Households receiving two mailings are counted as one "unduplicated" HH.

up-market, refers to marketing to a fashion-conscious market with high disposable income.

upper case, in type, the capital letters of a typeface.

usage data, research information describing consumer purchasing and consumption facts.

user profile, a description of the unique characteristics of a specific target consumer group.

VALS, (Values And Life Styles), research company that evaluates consumer behavior by expanding on demographic/psychographic data, grouping consumers into eight lifestyle sub groups; i.e., Survivors, Sustainers, Belongers, Emulators, Achievers, I-Am-Me’s, Experientials, and the Societally Conscious.

VO, (voiceover), in video, a voice of actor on soundtrack but not seen in film. An "Off-Stage Announcer."

vac-form, (vacuum-formed), a type of molding, in which thin plastic is heated and sucked into the mold by means of a vacuum created by drawing air out through tiny pin-holes.

value-added, term to describe any promotional technique perceived by the consumer to add value to the product, therefore not risking a negative image connotation as might occur with mere price-cutting.

varnish, in printing, a final coating on a sheet to give it extra gloss and protective quality. Often more expensive because it requires an additional press run.

Velox, trademark (Kodak, Rochester NY), for reproduction-quality screened half-tones.

venue, in event marketing, refers to physical location of a promotion.

videotex, television-screen data base which can be accessed and interacted with directly.

vignette, A stand-alone entertainment spot providing either programming or brand based content that organically incorporates an advertiser within the content of the vignette.

visual aid, any "sight-oriented" device utilized to "add interest" to a presentation.

voluntary chain, group of independent stores who operate as a buying unit, to achieve volume discounts and merchandising opportunities. Usually organized and sponsored by a wholesaler, and often operating under a group trade name.

WATS, (Wide-Area Telephone Service), a trademark (AT&T;) of a phone system which offers subscribers unlimited use for a flat monthly charge. Usually associated with 800-numbers.

WWW, (World Wide Web), a section of the Internet designed for easy access and browsing. Also: "the Web."

WYSIWYG, (What You See Is What You Get), in electronic imaging, a feature that enables all elements of a project to be previewed on the CRT monitor, prior to print-out.

wagon jobber, small wholesaler who literally sells from his car, often operating out of his home as warehouse.

warehouse store, large retailer who operates under a "no-frills" theme, eliminating conveniences, such as carry-outs, and featuring case-quantity pricing.

warpage, undesirable bending or bowing of a finished display piece.

warranty, a written guarantee given to the purchaser, usually of durable goods, specifying that the manufacturer will repair or replace defective parts for a stated time period.

wash, illustrator’s technique, generally using watercolors, gradually thinned out to achieve a transparent, or graduated, tone.

watermark, design pressed into paper during the production process, which identifies its manufacturer. Intended to be perceived as a statement of quality.

wearables, term generally referred to brand ID merchandise intended to be worn; i.e., T-shirts, caps, et al.

wear-out, point at which promotional frequency loses its effectiveness.

web offset, type of offset printing in which paper is fed from large rolls, as opposed to sheet-fed. Usually used in large press-runs.

Web site, a marketer’s domain on the WWW subset of the Internet.

well brand, in the spirits business, the less expensive brands of goods which are hidden behind the bar (in the "well") and poured unless brand names are "called for."

white-lined book, lined chip board, laminated with white tag stock for clean appearance. For easels, and display materials that require mounting.

white paper, document which presents a point-of-view, and recommended strategic direction. Often the preamble to a consulting assignment.

white sale, post-holiday promotion technique, which features special prices on household linens.

white space, the amount of space in an ad not covered by graphics or copy; e.g., a totally blank page is 100% white space.

wholesaler, a company in the business of buying, warehousing, selling to retailers, shipping and invoicing a manufacturer’s products. Offers no exclusivity, as opposed to a distributor, which refers to a wholesaler who carries non-competing lines.

widow, single word at the end of a paragraph, left on a line of its own. Usually considered bad form, which should be corrected by editing. Even worse is the orphan, a word appearing alone at the top of the next page.

window, beginning of a new page or column - with a one-word line; e.g., the last line of a paragraph. Also: in promotion lingo, a scheduled time-slot for a promotion event.

window banner, point-of-sale signage intended to be hung in a retailer’s window.

window envelope, envelope which needs no label, because the name/ address on the inserted letter can be seen through a cellophane panel.

wobbler, (See dangler.)

work-and-turn, in printing, when both sides of the sheet are printed from a single form which carries a two-side lay-up. After half the impressions are printed, the sheet is turned over and the run completed. If turned such that a new edge meets the grippers, is called "work-and-tumble."

work-in-progress, promotion agency billing term, wherein partial invoices are submitted prior to a production job being completed, to cover vendor and/or labor costs incurred.

XCU, (eXtra Close-Up), tight-cropped view of a photo, video or rendering.

X-acto, trademark (Hunt, Philadelphia, PA) of the most-popular graphic-arts cutting tools.

xerography, the formation of pictures, or copies of graphic materials, by the action of light on an electrically charged surface in which the image is usually developed with powders. A generic process, but predominantly associated with Xerox Corp.

x-height, the height of the main body of a lower-case letter, excluding the ascender or descender.

yellow, a subtractive primary, and one of the colors used in four-color process, along with cyan (blue), magenta (red), and black.

zap, buzzword, indicating the capability of a consumer, armed with a remote control device, to switch channels and avoid commercials.

z-fold, (See accordion fold), abbreviation for "zig-zag fold."

z-height, (See x-height.)

zip+4 code, latest version of the USPS "Zoning Improvement Plan." The standard 5-digit ZIP is followed by 4 more, 2 of which define a USPS sector, and 2 others a segment within that sector.

zoom, to use a lens to enlarge/reduce art image. Also: in filming, a fast, continuous camera move in on, or away from, a given subject.