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Glossary
4-color-process
The process of combining four basic colors to create a printed color picture or colors composed from the basic four colors.
Advertising Agency
A service business solely dedicated to planning, creating and implementing market communications projects and/or programs for its clients.
Benefit
An advantage a product or service affords to a user – can be functional or psychological, perceived or real.
Bindery
The finishing department of a print shop. Functions include fastening sheets or signatures with wire stapling, thread, or glue.
Bitmap
The width and height of the image in pixels and by the number of bits per pixel.
Bleed
Printing that goes to the edge of the sheet after trimming.
Blog
A contraction of the word “weblog,” it is a website that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer.
Body Copy
The text within a print advertisement that helps qualify or further explains the purpose of the ad as introduced by headlines or sub-headlines.
Brand Recognition
A name connected with a product or company
Branding
The process of developing a defined image for a product or service within a given target audience.
CEO (Chief Executive Officer)
The corporate executive responsible for the management of the firm. Reports to the Board of Directors.
Coated Paper
A clay coated printing paper with a smooth glossy or dull finish.
Copywriting
The use of words to promote a person, business, opinion or idea and inspire a predetermined response from an audience.
Core Purpose
The central reason for the existence of an organization, procedure, circumstance or set of actions.
Cover Paper
A heavy printing paper used to cover books, make presentation folders, postcards etc.
Customer Centric
Describing an organization that focuses it’s operational and marketing activities according to the perceived needs of its customers.
Cyan
One of four standard process colors. Also known as the blue color of four-color process.
Demographic
Simple population characteristics like age, gender, marital status, race, income, religion, employment status and the like used in marketing or opinion research.
Double Entendre
A phrase that has two meanings, especially where one is innocent and literal, the other risqué, bawdy, or ironic.
E-Commerce
Consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks.
