Terms

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1-to-1 marketing: a method of managing prospect and customer relationships using highly personalized marketing materials. The concept of 1-to-1 marketing was promoted by Don Peppers and Martha Rogers in their book, The One to One Future, published in 1994.

2D code: a two-dimensional barcode that stores information both horizontally and vertically. 2D codes can store up to 7,089 numeric characters, as contrasted with 1-dimensional barcode that store 20 characters.

Active voice: a sentence construction in a sentence in which the subject of the sentence performs the action expressed in the sentence.

B2B marketing: business-to-business marketing; one business selling to another business. Distinguished from consumer marketing.

B2C marketing: business-to-consumer marketing; a business selling directly to consumers. Distinguished from B2B marketing.

Barcode: a sequence of vertical bars and spaces that represents numbers and symbols. A bar code typically consists of five parts: a quiet zone, a start character, data characters (including an optional check character), a stop character, and another quiet zone.

Bitmap: a display space and the color for each pixel “bit” in the display space.

Bleed: an image that extends to the edge of the piece. Because it isn’t possible to apply ink all the way to the edge of the sheet, the image must be extended past the finished dimension of the piece and trimmed away to create the bleed.

Blog: a contraction of web log. A type of online journal.

Body text: the text that forms the main body of a document. Also called body copy.

Business marketing: facilitating the sale of products or services to businesses or organizations. Also known as business-to-business or B2B marketing.

CAN-SPAM: an acronym for Controlling the Assault of Non- Solicited Pornography and Marketing Act. Legislation passed by Congress and signed into law by President Bush in December 2003. Establishes the first national standards for sending commercial e-mail.

Clip: a sample of writing.

CMYK: the four process ink colors – cyan, magenta, yellow and black. The CMYK color system is used for printing but is not used in HTML.

Co-branding: a marketing strategy that associates a single product or service with more than one brand name or with someone other than the original producer.

Color correction: altering the color of a photograph or other image by electronic retouching.

Color tool, color picker, or color chooser: a software utility used to select colors to create color schemes. Often found within graphics software or online.

Consumer marketing: marketing aimed at large groups of individuals using mass media and retailers. Also known as business-to-consumer or B2C marketing.

Commercial art: art created specifically for commercial uses. Includes advertising, illustrations in magazines or books, logo design.

Composition: the placement or arrangement of visual elements in a work of art; the organization of the elements of art according to the principles of art.

Copy: written text.

Copywriter: a person who writes copy, particularly for advertising.

Copyright: laws defining the rights and uses of intellectual property.

Copyright infringement: unauthorized or prohibited use of intellectual property.

Creative brief: a document developed by creative professionals such as advertising agencies to guide the creation of marketing or advertising processes. A creative brief typically consists of a series of simple questions asked by the creative team and answered by whomever has requested the brief.

Database: a comprehensive collection of related data organized for convenient access, generally in a computer. A database is analogous to an electronic filing system.

Demographics: the characteristics of a population, either individual or business. Commonly used demographics include gender, race, age, income, disabilities, education, home ownership. Also called demographic data.

Design grid: a drawn pattern of lines and coordinates used as a framework for a page layout.

Digital printing: a method of producing printed output directly from a computer file. Digital printing does not require the preparation steps needed by offset printing (makeready) nor a printing plate. Also called on demand printing.

Dimensional marketing: a direct mail marketing technique that uses a three-dimensional object as a prop to promote a product or service. A dimensional marketing piece often must be sent in a package; this, coupled with the extra cost of postage, makes dimensional marketing costly and therefore done on a limited basis.

Dingbats: a font consisting of symbols and line art images.

Direct marketing: a form of marketing that communicates directly with the target audience. Contrasts with media marketing through a third party using billboards, print, television or radio.

Display font: a font designed for use in headlines and other large applications. Display fonts are often 16 points or larger in size. Also called display type.

Ellipsis: also known an elliptical periods, indicate the omission of text or an interruption or hesitation. The classic ellipsis is four spaces separated by three periods. The space at the beginning or end provides spacing between the ellipsis character and preceding or following text, including punctuation.

Fair Use: a doctrine that defines when copyrighted material can be used without permission or paying royalties.

Field: in a database, a space allocated for one item of information. Fields are the smallest unit of information that can be accessed. In spreadsheets, fields are called cells.

Fine Art: visual art created primarily for aesthetic purposes and judged for its beauty and/or meaning. Includes painting, sculpture, drawing, watercolor and architecture.

Focal point: the center of interest in a page layout.

Font: all the characters of the alphabet plus numerals and symbols. In desktop publishing, font is often used interchangeably with type and typeface.

Google AdWords: Google's advertising product. Used in conjunction with Google's search engine.

Grid: a set of guidelines for aligning and arranging elements on a page. Used during the design process but invisible to the viewer/reader.

Guerilla marketing: an unconventional promotional system that uses time, energy and imagination rather than a big budget to achieve success.

Helvetica: the name of a font that is a registered trademark of Linotype-Hell AG; derived from the Latin name for Switzerland.

Kerning: To adjust the spacing between individual pairs of letters. See also: tracking

Layout: the composition of a page. A layout may be a rough drawing or sketch or a computer-rendered design.

Leading (pronounced led’-ing): The space between rows of type. Also called line spacing. Originally, thin strips of lead were inserted between lines of type to add space and make the type easier to read – hence the term leading.

Marketing channel: activities designed to move goods from the production to consumption point. Includes all the marketing activities and organizations that are necessary to complete the process.

Mobile marketing: distribution of promotional or advertising messages using wireless networks; marketing to a mobile device such as a smart phone.

Multi-channel promotion: using more than one promotional method simultaneously. Can include references between the various channels being used.

Multimedia: of or related to the combined use of several media (text, graphics, voice, video). Examples of multimedia include television and film design, video production, computer games, interactive design, animation, TV graphics, film titles, and web design.

Organic search results: listings on search engine results pages that appear because of their relevance to the search terms, as opposed to being paid advertisements (pay-per-click).

Page layout: (verb) the process of placing and arranging text and graphics on a page. (noun) the completed document page. Also called page composition.

Passive voice: a sentence construction that uses the object of an action as the subject of the sentence. In other words, whoever or whatever is performing the action is not the grammatical subject of the sentence.

Pixel: a contraction of picture element. The basic unit of programmable color on a computer display or in a computer image.

Point size: the height of characters in a font. A point is approximately 1/72nd of an inch.

PPC: an acronym for pay-per-click, a bid-based advertising method made popular by Google and Yahoo!

Preflight: the process of checking digital files for potential errors prior to output such as exporting to a PDF file or raster image processing.

Print: a visual medium that includes desktop publishing, advertising, magazine design, publishing, corporate identity, logos, typography, package design, and print production.

Promotion plan: the outline of the promotional tools or tactics that will be used to achieve marketing objectives.

Proof: any of several options for presenting an example of what a file will look like when printed.

Proofreading: examining text for spelling, grammar and typographic errors. Also, examining a proof sheet for errors or items that need correcting.

Public domain: property rights held by the public at large.

Public relations: activities that promote an understanding of a business, product or service and creates good will.

QR code: an acronym for Quick Response code. A two-dimensional barcode symbology originally developed by the Japanese company Denso-Wave to store information about Toyota parts inventory. Now used with a mobile phone to take readers to a web site or provide contact information.

RGB: red, green and blue, the color model used for television sets, computer screen, mobile phone displays and other digital output devices.

Rule: a line used for borders, boxes and other typographic effects. Specified in a range of thickness called weights, measured in points.

Script font: a font that emulates a handwriting style.

Search engine optimization: the process of improving the amount of traffic to a web site or web page from Internet search engines. Unlike Google AdWords and other search engine marketing activities, SEO is free.

SEM: an acronym for search engine marketing, the activities associated with positioning a web site to maximize its exposure. SEM techniques include search engine optimization and pay- per-click advertising.

SEO: an acronym for search engine optimization, the process of promoting a web site’s ranking in the search results of a search engine.

Social marketing: the application of commercial marketing concepts to non-commercial ends that promote the well-being of society. Social marketing as a concept was developed in the 1970s by Philip Kotler and Gerald Zaltman, who defined social marketing as “differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.”

Social media: media for social interaction using web-based technology. Social media turns one-way communication into interactive dialogue. Sometimes called consumer-generated media.

Style guide: a set of standards governing the writing and design of documents. Implementing a style guide promotes uniformity of style and formatiing. Also Known as a style manual or a house style (if developed for a specific organization).

Swipe file: a collection of sales, marketing and advertising material known to be effective or of interest. Used by writers to generate ideas. Target audience: A specified audience or demographic group for which an advertising message is designed.

Table: data arranged in rows and columns. A spreadsheet, for example, is a table. In relational database management systems, all information is stored in the form of tables.

Tagline: the name of the writer credited with the story. A tagline appears at the end of an article and may include some biographical information about the writer.

Target audience: A specified audience or demographic group for which an advertising message is designed.

Template: a more rigid design structure that fixes design elements in a specific location. The organization of a template is visible to the viewer/reader.

Tracking: To adjust letter spacing for an entire range of text (such as a headline or paragraph). See also: kerning.

URL: an acronym for universal resource locator, the address on the Worldwide Web.

Viral marketing: a marketing technique that uses social networks to create brand awareness or buzz. So-called because social networking allows for rapid spread of the marketing message, similar to the spread of pathological and computer viruses. Can also mean stealth marketing, an unscrupulous form of advertising.

Visual communication: a process using investigation, analysis and planning to define a communication requirement as a first step in designing something to be seen.

White space: the open space between design elements (letters, words, photographs, images, symbols, charts, etc.). Also called negative space.

Widow: in composition, a single word or part of a word on a line by itself, ending a paragraph, or starting a page.