Accordion Fold: In binding, a term used for one
or more parallel folds which open like an accordion.
Account Opener: Premiums given to customers of financial institutions
as a reward or thank you for opening an account.
Acetate: A transparent sheet made of flexible clear plastic, frequently
used to make overlays on mechanicals.
Ad Copy: Lettering imprinted on a product. Usually an advertiser's name,
sales message, trademark or slogan.
Advance Premium: Premium given to a new customer on condition he/she
will earn it by later purchases; a technique originated by home-service route
firms.
Advertising Specialty: A useful or interesting item of merchandise usually
carrying an imprinted advertising or promotional message and given with no
obligation. Another, though older, term for promotional products.
Advocacy Advertising: Advertising that is specifically designed to
induce, discourage or advocate some specific kind of action on the part of
a corporate, social or government entity.
Against the Grain: Folding or feeding paper at right angles to the
grain direction of the paper.
Agate Line: A unit of advertising space in the printed media. An agate
line is one column wide and one fourteenth of an inch deep.
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.
Alignment: The arrangement of type so that the bottom of the characters
are in a straight line or the pages are precisely juxtaposed with each other.
Art Proof: Artwork submitted for customer approval. It is usually
a single black and white photostat of all the camera-ready art with a tissue
overlay on which the colors of the components of the art are displayed. However,
if the advertising copy or design is in a creative stage, the art proof could
be a sketch, rough art or a comprehensive rough. With the advent of computer
art, most designers now have inkjet or laser color printers on which to make
art proofs.
Artwork: Any drawing, photo, illustration or lettering in an ad that
is not typeset.
Ascender: The stroke of a letter that rises above the letter's x-height,
as in the letter "d."
Author's Alterations: (AA's) Changes in type at the proof stages,
made by and chargeable to the customer.
Award: Recognition merchandise, often personalized, used to acclaim
performance or milestones. May be useful objects (paperweights, clocks) or
for display only (plaques. trophies). A subset of promotional products.
Backing Up: Printing the reverse side of a sheet already
printed on one side.
Bas Relief: Design that is impressed into its base material. Opposite
of "intaglio" which is raised.
Basis Weight: The weight of a ream (500 sheets) of paper at its standard
size. For instance, one ream of 80# paper has a basis weight of 80 pounds.
Blank Dummy: A full-size, mock-up model of a point-of-purchase display
that has no printing or art on it.
Blanket: In offset lithography, the rubber-surfaced sheet clamped
around the cylinder which transfers the image from plate to paper.
Bleed Advertisement: A printed advertisement that fills the entire
page to its edges without margin.
Blind Embossing: A design which is stamped without metallic leaf or
ink giving a bas-relief effect.
Blowup: A photographic enlargement.
Blue Line: The line drawn in blue ink on mechanical art, which indicates
where diecutting will occur. It is blue so that the black-and-white camera
won't record it.
Blueline/Blueprint: Paper proofs in offset lithography in which the
printing areas show in blue.
Body Copy: The actual text that is distinguished from headlines, captions
and subheads.
Boldface: The characteristic of a typeface that indicates a wider
darker representation.
Bond Paper: A grade of writing or printing paper where strength, durability
and permanence are essential requirements. Used for letterhead and business
forms.
Bonded Premium: Point-of-purchase premium attached to a product by
a bond of plastic, paper or tape.
Book Paper: A general term for coated and uncoated papers.
Borrowed Interest: Technique in which a marketeer associates a promotion,
or even a product, with a better known property for the purpose of attracting
attention and or implied endorsement.
Bounce Back: An advertisement sent along with an already ordered self-liquidating
premium to sell other premiums on a self-liquidating basis.
Break for Color: To separate by color the elements to be printed
in different colors.
Broadside: Any large advertising circular.
Bronzing: Printing with a sizing ink then applying bronze powder while
still wet to produce a metallic luster.
Bug: Manufacturer's (union's) identification mark printed on a form
or product, usually in an inconspicuous area.
Bulk: The degree of thickness of paper.
Business Gift: Merchandise given by a business in goodwill, without
obligation to its customers, employees, friends and the like. Unlike promotional
products, the business gift often is not imprinted with the advertiser's
identification.
Camera-Ready Art: Any artwork or printed material
with very high black and white contrast that needs no further touch-up, design
or re-arranging before use as ad copy. It must be clean and ready to be photographed
by the platemaker. Computer artwork with clean laser prints can often be
used as camera-ready art.
Caps: Capital or upper case letters. All capital settings of words
are more difficult to read. Limit the use of caps to short, bold headings
where emphasis is required.
Casting: Method in which molten metal is forced into a mold, made
either of rubber or plaster, and cooled in the desired shape. Because the
process often uses precious metals for jewelry, business gifts, etc., and
a master or model is required to make a mold, spec samples are very rarely
given.
Character: Any letter, number, punctuation mark or space in printed
matter.
Chrome: A color transparency, with a positive photographic image,
produced on film.
Clean-Up (or Wash Up) Charge: Factory charge added for labor costs
involved in cleaning the printing press after using a nonstandard ink color.
Cloisart: The desired logo or copy is foil hot stamped on a solid
brass or metal base, then covered by an epoxy dome. There are fewer limitations
with Cloisart because it is a hot stamp procedure. This is a cloisonne look-alike
for a fraction of the cost, and is not generally considered as fine quality
as cloisonne. Used in jewelry and pins. Cloisonne Metal emblems are stamped
from a die. A colored paste made from ground glass is applied into the recessed
areas of the emblem. The emblem is then fired at 1400º and polished
by stone and pumice to achieve brilliant color. Gullies and ridges separate
each individual color, so fine lines between colors are difficult to achieve.
This is considered a very high-quality product, and is slightly more costly
than other alternatives. Used in jewelry and pins.
Coated Paper: Paper having a surface coating which produces a smooth
finish. Surfaces vary from eggshell to glossy.
Cold Type: Type prepared by computer typesetting technologies.
Collate: Gathering (assembling) sections (signatures) in proper sequence
for binding.
Collateral Materials: Advertising materials that are not transmitted
to consumers via advertising media. Collateral materials would include catalogs,
shelf cards, posters, specification sheets and trade information materials.
Collectibles: Premiums designed to have inherent value based upon
their perceived "collectibility".
Collotype: A screenless printing process of the planographic ink-water
type in which the plates are coated with bichromated gelatin, exposed to
continuous-tone negatives and are printed on lithographic presses with special
dampening.
Color Correction: Any method such as masking, dot-etching and scanning
used to improve color rendition.
Color Key Proof: An overlay proof composed of an individual acetate
sheet for each color (see Progressive Proof).
Color Proof: A first or early print of a finished color advertisement
combining impressions from each of the separate progressive color plates.
Color Separation: The separation of multi-colored original art by
camera or laser scan techniques to produce individual negatives for each
separated colors. The four common separations: yellow, magenta (red), cyan
(blue) plus black are required for full-color (four-color) printing.
Column Inch: A measure of printed media space one column wide by one
inch high.
Column Width: The horizontal measure of a column.
Combination Sale: A tie-in of a premium with a purchase at a combination
price; sometimes self-liquidating; often an on-pack.
Commemorative: A merchandise keepsake used to mark a ceremony, anniversary,
event or milestone.
Composite: Several pictures placed together to form a single, combined
picture.
Comprehensive Layout: The final stage of a layout finished to look
almost as the printed piece will look.
Contact Print: A photographic print made from a negative or positive
in contact with sesitized paper, film or printing plate.
Container Premium: A product container which, when empty, may be used
as a container for other items. Usually partially or completely self-liquidating
since the consumer pays for the product.
Contest: A competition based on skill, in which prizes are offered. Proof
of purchase is usually required with entry. (See Sweepstakes.)
Continuity Premiums: A series of related premiums offered over a period
of six to eight weeks. Generally self-liquidating.
Continuity Program: An offer of products over a period of time.
Continuous Tone Art: Photograph, painting or other piece of art in
which black and white tones gradually merge into one another. Requires halftone
reproductions and screens.
Cooperative Advertising: Advertising that is jointly sponsored and
paid for under an articulated program by manufacturers and their retailers
or dealers.
Copy: The written content of advertising or editorial matter in the
media. The editorial matter in broadcast media may also be referred to as
continuity.
Cost Per Inquiry (CPI): The cost to generate an inquiry in direct
response advertising. Thus, the total cost of the direct response advertising
divided by the number of inquiries generated by it.
Cost Per Thousand (CPM): The cost of reaching one thousand units of
a media vehicle's circulation or audience with a particular advertising unit.
Thus, the cost of an advertising unit divided by the circulation or audience
(however it is defined) of the media vehicle in which it appears.
Coupon Plan: A program in which premiums are earned with proof-of-purchase
coupons. The premium may be offered free or at a reduced price when the recipient
collects a specified number of coupons. Premiums are sometimes free for a
certain number of coupons or for purchase with fewer coupons. The recipient
usually pays postage on the shipment.
Cover Stock: A term for paper durable enough to be used as a cover
on catalogs, pamphlets, etc.
Coverage: The geographic area that is reached with specified intensity
by an advertising medium. Also, that fraction of an audience that is reached
one or more times by a particular advertising schedule.
Cromalin Proof: A facsimile of a full-color reproduction, created
chemically.
Crop: To eliminate unwanted portions of a photograph or other art
by placing lines in the margins to indicate the finished dimensions of the
art. Marks should never be made directly on the art itself.
Crop Marks: Indicator marks on artwork to show where an illustration
is to be cut or sized.
Cut: A broad term encompassing all plates associated with letterpress
and hotstamp printing.
Cut Charge: A factory charge for producing a cut. If the customer
has a cut in the correct size, this charge often can be eliminated.
Cut Score: A score that goes beyond depressing the material to actually
cutting it partially through to facilitate ease of folding.
Dealer Incentive: Premium or other reward given by
manufacturer to retailers or distributors in return for a specified bulk
purchase.
Dealer Premiums/Dealer Programs: Premiums offered to retailers that
meet certain sales or performance standards.
Debossing: Stamping an image on a material, such as paper, leather
or suede, so the image sits below the surface of the object. Ink may or may
not accompany the stamp.
Decal Transfer: A water-soluble decal, printed on an offset or letterset
press, is submerged in water and slid onto the product to be imprinted. The
decal is rubbed with a cloth or squeegee to remove any excess water and air
from between the product and the decal. The product is then kiln-fired. Once
fired, the decal becomes fused with the glaze. Hairline registration and
superior reproduction of detail make it an excellent choice. This imprint
withstands washing very well. This method is labor intensive, since each
decal must be aligned and applied by hand. Used in porcelain, ceramic and
glass products.
Deckle Edge: The untrimmed feathery edge of paper formed where the
pulp flows against the deckle which is the width of a wet sheet as it comes
off the wire of a paper making machine.
Demographics: Descriptive audience statistics that reflect consumer
qualities such as age, sex, income, place of residence and educational attainment.
Descender: The stroke of a letter that goes below the letter's x-height,
as in "q" or "p."
Designated Market Area (DMA): A description of a local television
coverage area defined by the A.C. Nielsen Company and other research firms.
Die: A mold into which molten metal, plastic or other material is
forced to make a special shape, such as pen barrels or rings. Also a tool
made of very hard material used to press a special shape into or onto a softer
material such as coins and emblems.
Die Cutting: The use of sharp steel blades to cut special shapes from
printed sheets.
Die-Casting (Injection Molding): Molten metal is injected into the
cavity of a carved die. In the case where a double-sided impression is necessary,
two dies are placed together, carved sides facing the inside, and the molten
metal is injected between them. Fine detail is available, and thinner lines
available than with die-struck products. Used in metals such as jewelry,
pins and belt buckles.
Die-Stamp: Steel plate engraved with desired image used to "stamp" (apply)
gold or silver leaf.
Die-Strike: A "first-off" proof struck from the die to determine
cutting accuracy.
Die-Struck (Die-Stamp): A die is used to press an image into a softer
metal such as brass or gold. The die is put into a press, and the press is
released and actually squeezes the metal into the recess of the die making
the imprint on the metal. The height of detail is not as deep as casting;
the letters and images are shorter. Fine detail and deep images cannot be
achieved because the lines and gullies in the die may break during the striking
process. Used in metals such as medals, coins and belt buckles.
Direct Premium: An item given free with a purchase at the time of
the purchase. Includes on-packs, in-packs and container premiums as well
as those given separately.
Direct Response Advertising: Advertising that seeks an immediate response
from consumers by mail or telephone usually outside established channels
of distribution. Direct response advertising may be carried by mail, by the
broadcast media or by the printed media.
Display Premium: A dealer premium initially used as part of a point-of-purchase
display and later possibly reused in the dealer's store or home.
Display Type: Large, contrasting blocks of copy that are set apart
from ordinary text matter.
Door-Opener: An item of value offered by a salesperson to persuade
potential buyers to listen to a sales presentation or to initiate interest
in a product or service for a sales-call follow-up.
Dot: The individual element of a halftone.
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
three-dimensional.
Dummy: A pattern of a page or pages provided for printers to show
the location of all elements; it may be simply a drawing, or proofs pasted
in position.
Duotone: In photomechanics, a term for a two color halftone reproduction
from a one color photograph.
Embossed Finish: Paper with a raised or depressed
surface resembling wood, cloth, leather or another pattern.
Embossing: Stamping an image on a material, such as paper, leather
or suede, so the image rises above the surface of the object. As in debossing,
ink may or may not accompany the stamp.
Embroidery: A design stitched onto a material through the use of high
speed, computer controlled sewing machines. The design is reproduced with
tightly-stitched thread. Embroidery is most commonly used on logo patches
and directly on some wearables. Fine detail is difficult to achieve.
Engraving: The cutting or etching of designs or letters on metal,
wood, glass or other materials. There are three engraving techniques. hand-engraving,
hand-tracing, and computerized engraving. Engraving is performed with a diamond
point or rotary blade that cuts into the surface of the product. Engraving
offers a permanent imprint that will not wear off because it is cut into
the metal base. Used in metals such as trophies, pens and nameplates.
Envelope Stuffer: A direct mail advertising circular or message included
with some other mailed message such as a monthly department store statement.
Etched: The product to be imaged is coated with a resist (a protective
coating that resists the acid). An image is exposed on the resist, usually
photographically, leaving bare metal and protected metal. The acid attacks
the exposed metal thus leaving the image etched into the surface of the metal.
Very fine lines can be reproduced by this process and the only tooling is
a piece of film, so spec samples are easily-made.
Factory Pack: A premium offered inside a package,
on the package or as a container premium.
Flexography: A flexible rubber plate is wrapped around a cylinder
for speed and control. As the paper moves under the printing plate, it is
pressed against the printing plate by another roller, and the ink is transferred
onto the paper. A separate plate is needed for each individual color. Typically
done on less expensive materials than screen printing. The inks are very
thin and not as durable as those used in screen printing.
Flocking: Electrostatic spraying process on a point-of-sale piece
that simulates a "velvety" finish.
Flush Left, Ragged Right: All text aligns on the left side of the
column, but the right side of each line ends in a random location, depending
on the number of characters in a line.
Flush Right, Ragged Left: All text aligns on the right side of the
column, but the left side of each line begins in a random location, depending
on the number of characters in a line. This is often hard to read because
it can be difficult to find the beginning of each line.
Folio: The name given in printing to a page number.
Font: The collection of a typeface including the lower case, caps,
numbers and special characters having unified design. This can be an important
consideration when copy includes foreign terms or names with special characters.
The different kinds and quantity of characters in a font will vary according
to the manufacturer of the typesetting system.
Format: The size, style, type page, margins and printing requirements
of a printed piece.
Four-Color Process: The reproduction of full-color artwork through
the combination of four process ink colors - magenta (red), cyan (blue),
yellow and black - in specified intensities.
Four-Color Separation: The breakdown of full-color copy into individual
color plates so that when printed in register, they produce a full-color
illustration. Four-color separations refer specifically to the process colors:
magenta, cyan, yellow and black.
Free Standing Insert (FSI): Coupon or other newspaper inserts offering
consumer premiums.
French Fold: A sheet printed on one side, folded first vertically
and then horizontally to produce a four-page folder.
Frequency of Exposure: The number of times a household or individual
is exposed to a particular advertising message in a specified period of time.
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.
Example: the Playboy "centerfold." A smaller brochure can also
be gatefolded.
General Advertising: Advertising that is placed by a national advertiser;
that is, nonlocal advertising.
Generation: Each succeeding stage in reproduction from the original copy.
Ghost Halftone: A light halftone that may be overprinted with solid copy.
Glass Etching: A process in which a piece of glass is covered with a
template that has a design cut out of it. The glass is then sandblasted while
the portion of the item not covered by the template is protected. The template
image is thus etched into the glass.
Gothic: Style of typeface. Block letters without decoration as opposed
to serif faces which have finishing strokes. Gothic is a san serif font.
Graphic: A line, oval, rectangle, square, circle, logo, chart, illustration,
drawing, cartoon or photograph used in a layout.
Gripper Edge: The leading edge of paper as it passes through a printing
press.
Grommet: A metal-protected hole punched into board or banner. Used
to take threaded rope or wire for hanging purposes.
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.
Halftone: The reproduction of a continuous tone artwork
(such as a photograph) done by filtering light through a screen that converts
the image into a pattern of dots of varying size.
Header: A message board that projects above a p-o-p display showing
a headline or an advertising message. Usually more elaborate than a riser.
Headline: The primary "stopping" words on an advertising
layout.
Heat Transfer Printing (Direct Transfer Process): Image is screened
on a transfer substrate which is then laid directly on the material to be
imprinted. The image is then "transferred" from the substrate to
the material through the use of heat and pressure. Works best on cotton and
cotton blends.
Heat Transfer Printing (Sublimation): A process in which a design
is transferred to a synthetic fabric by heat and pressure. The heat causes
the inks to turn into a gas so that they penetrate the fabric and combine
with it to form a permanent imprint.
Holograms: A combination of several layers of refracted material.
A part of the image is applied to each individual layer in a "sandwiching" process.
Once the sandwich is complete, the whole image comes through and moves with
the light. New techniques are available that make holograms more durable
and create a longer lasting imprint.
Host Gifts/Host Incentives: A gift or premium given by a party plan
operator to a consumer who agrees to be the host for a demonstration party.
The value of the gift is usually proportional to the amount of sales at the
party.
Hot Stamping: Method is which type or designs in the form of a relief
die are impressed with heat and pressure through metallic or pigmented foil
onto the printed surface. It is used to decorate fabric, leather, paper,
wood, hard rubber, coated metal and all types of plastic. Hot stamping is
a "dry" imprinting process meaning the object can be handled immediately
after the stamping without fear of smearing the imprint.
Hot Type: Type composed by machine, made from molten metal.
Hue: Color, such as red or blue.
Image Advertising: Advertising designed to make its
recipients feel more favorable toward the advertiser by portraying the advertiser
in a favorable light.
Imposition: The arranging of pages in a press form to insure the correct
order after the printed sheet is folded and trimmed.
Imprint: To mark by pressure.
In-Pack: A premium offered inside a product package.
Incentive: Reward for a purchase or performance; as it applies to
promotional products, it could be, depending on the response required, an
ad specialty, premium or prize.
Industrial Advertising: Advertising directed at businesses or enterprises
that produce goods or services that are ultimately sold either to other businesses
or to commercial consumers.
Inquiry Test: A research procedure that uses inquiries received from
audience members as a basis for comparing media vehicles or advertisements.
The inquiries may be unsolicited, solicited by coupon or other overt provocation
or solicited by a hidden offer.
Insert: A printed piece prepared for insertion into a publication
or another printed piece.
Institutional Advertising: Advertising on behalf of a corporation
or institution rather than a product. The purpose of such advertising is
to build favorable attitudes toward the corporation or institution rather
than to increase the purchase probability for a specific product.
Intaglio: Design that is raised from its background material. Opposite
of "bas relief."
Intensity: The strength of a color.
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 set in this manner is said to
be justified.
Keeper: A premium offered in direct-mail marketing
for accepting a free trial of the sale merchandise and to be kept by the
consumer even if the trial item is returned.
Kern: To add or delete space between pairs of adjacent characters.
Keyline Drawing: An outline drawing on finished art to indicate the
exact shape, position and size for such elements as halftones and line sketches.
Laminated: Coated with a clear plastic or two separate
sheets of paper joined together as a single sheet to provide a special thickness
or varying colors from side to side.
Laser Engraving: A process in which an optically-read or stenciled
art/copy is engraved (burned) into a material by a laser beam. Wood is the
most common lasered material, but acrylic, some plastics, marble, leather
and paper are also used. Metal requires specialized lasers.
Layout: A design, drawing or arrangement containing ad copy showing
how final ad reproduction will look.
Leading: Spacing between lines of type. To "add lead" is
to increase those spaces.
Lenticular Printing: A process of creating multi-dimensional, animated
or bi-view effects by photographing with an extremely fine screen and placing
plastic made up of tiny lenses over the top. Sometimes called xography.
Letterpress Printing: The original method of mechanical printing,
still used though to a lesser extent, based on relief printing. In other
words, the ink is transferred from raised metal or rubber to the receiving
surface. Also called rubber-plate printing.
Letterspacing: Addition of space between individual letters to improve
appearance.
Line Art: Black-and-white illustration of reproduction quality. Not
converted into dots as is a halftone.
Line Conversion: A photographic technique of changing continuous tone
art to line art for special effects.
Line Copy: Any copy that can be printed without using a halftone screen.
Line Drawing: A drawing using only lines and solids with no halftones.
Line Illustration: Any high contrast illustration including type lines
if they are to be produced as an illustration.
Litho (Lithography): A generic term for printed material. Most typically
used to refer to offset printed paper that is intended to be mounted to a
display.
Litho Laminating: The process of mounting a printed lithography sheet
to single-face corrugated to produce a display-quality piece of structural
corrugated.
Logos/Trademarks: A firm's registered symbol, outline, drawing, picture,
brand, abbreviation or unusual type style of letter, word or brand name.
Used in identifying and advertising and becomes recognized as synonymous
with that particular company, brand or service.
Logotype: A firm's name, address, trademark, brand name or the like
presented in a particular lettering style or format.
Loupe: A magnifier that allows close-up inspection of film, art and
printing.
Mail-In: A premium consumers can order through the
mail with proof-of-purchase on a free or self-liquidation basis.
Mail-Order Advertising: Advertising transmitted by mail and/or advertising
to solicit merchandise orders made and fulfilled by mail.
Make-Ready: All preparatory work done prior to running a press.
Market Profile: A description in demographic, psychographic, etc.
Terms of those people who use a particular product and thus constitute its
market.
Market Segmentation: A breakdown of a market into subsections each
with relatively distinct and homogeneous demographic, psychographic and/or
consumption characteristics.
Market Share: The proportion of sales in a product market that is
held by an individual brand of that product.
Marketing Mix: The blending of a variety of marketing elements (price,
product, packaging, distribution, information, promotion, public relations
and advertising) into a marketing program.
Mass Medium: A medium that reaches large numbers of people simultaneously
or within a relatively short period of time, such as radio, television or
newspapers.
Mechanical: The final make-up of a printed advertisement before being
transformed into a printing plate. The mechanical thus is the original of
the finished advertisement and includes finished photography, art and/or
type as they will appear in the advertisement when it is reproduced.
Moire: The undesirable screen pattern caused by the clash of dot patterns
when two or more screens are used.
Negative: Reproduction of an image with opposite density
values of the original. For example, white areas appear black and black areas
appear white. Most generally used on film for printing processes.
Nonrepro Blue: A color that does not reproduce in final production.
Used in blue pencils and pens to mark instructions and correction on camera-ready
art.
Offset Lithography (OFFset Printing): A printing method
in which an inked image on a flat plate is transferred to a rubber surface
before being pressed on the printing surface. The plate surface is treated
to accept greasy ink in image areas that resist water and to accept water
in non-image areas while resisting ink. In this method of printing, the ink
is less likely to rub off after an object is handled as often happens with
letterpress printing.
On-Pack: A direct premium attached to the exterior of a product package
or sometimes riding with it in a special sleeve, carton or film wrap.
Overlay: Clear acetate with design elements positioned on it in register
to the base art. This is used for separating the different imprint colors.
Overprint: Printing on a piece that already has been printed.
Overrun: An additional number of products in excess of what was originally
ordered. Five to ten percent is generally considered customary and acceptable.
PMS/Pantone Matching System: A universal numbered
color scale used to match colors for printing. The number of each color indicates
instructions for mixing inks to achieve that particular shade.
Package Enclosure: An in-pack premium.
Pad Printing: A recessed surface is covered with ink. The plate is
wiped clean, yet the ink remains in the recessed area of the plate. A silicone
pad presses against the plate and pulls the ink out of the recesses. The
pad then moves and presses directly against the product. Pad printing is
excellent for imprinting small, unusually-shaped objects for which screenprinting
is not practical. Small watch dials and cylinder shapes are some examples.
This is not the most highly-recommended process for imprinting large areas;
screen printing is better for large areas of ink coverage. Used in plastics,
paper, ceramics, glassware, wearables, leather and vinyl.
Paper Proof: Printed copy of the design as it will appear on the product.
A paper proof includes type and artwork correctly positioned and sized for
the image area of the product.
Part-Cash Redemption: An option often included in coupon plans permitting
the consumer to get premiums faster by redeeming fewer coupons with a cash
amount.
Paste-Up: The act of producing mechanical art.
Per Inquiry (PI): A means of media payment that is occasionally used
in direct response advertising programs. The advertising medium is reimbursed
at an agreed rate for each inquiry generated by a direct response advertisement
appearing in the medium rather than at published time or space rates.
Perceived Value: What someone believes merchandise to be worth. To
successfully sell premiums, the consumer must be convinced the proposed premium
is worth putting forth the extra effort required to earn the item.
Personalize: To imprint, silkscreen or engrave the recipient's name
(company or individual) on a promotional product, premium or award.
Phantom: A transparent image (ghost) superimposed over a subject.
Photo Etching (Metal): Process in which an illustration and/or copy
is imprinted into metal, usually aluminum, by acid and then sealed by an
anodizing process. This is popular for awards and plaques.
Photomechanical Transfer (PMT): A Kodak diffusion transfer process
used to resize or copy images (same as a photostat).
Photostat: A black and white photographic reproduction of original
art. A halftone photostat (PMT) is made when the photo is rephotographed
through a halftone screen.
Picas: A typesetting measurement (principally used in typesetting)
that is equal to one-sixth of an inch or 12 points.
Pigment: In printing inks, the fine solid particles used to give color,
body and opacity.
Plain: Typeface family that is usually medium weight.
Plain Sample: Sample with no imprint.
Plate: An image carrier, rubber or metal which transfers the ink to
the printing surface.
Point: A typesetting measurement used to designate type size. A point
is equal to 1/72 of an inch and 1/12 of a pica.
Point-Based System: A program in which recipients earn premiums based
on an acquired number of points. Airline mileage and hotel frequent guest
programs are examples.
Point-of-Purchase Advertising (POP): Advertising materials - displays,
cards, etc. - which are placed within retail stores at the place where purchases
are actually made.
Pop-Up Bin: A corrugated display bin designed to set up easily.
Positive: Reproduction of an image with the same density values as
the original. For example, black areas appear black and white areas appear
white.
Pre-Production Proof: A test print. An actual print of the copy and
design printed on the item to measure the quality and reproduction ability.
This is done after an order is placed but before it is produced.
Premium: A product or service offered free or at a reduced price if
the recipient performs some task, such as purchasing an item, meeting a sales
quota, etc. Usually consumer-related.
Press Proofs: In color reproduction, a proof of a color subject on
a printing press in advance of the production run.
Printer Font: A set of character representations that are downloaded
to a postscript printer; the quality of output depends on the printer itself.
Progressive Proofs (Color Keys): Process color proofs that show the
reproduction of each color plate separately and in combination with each
other.
Promotional Products: Useful items that can be imprinted with the
name of a company or individual and given free to the end user without obligation.
Puff Prints: A screening process, using "puff inks." After
screening, the product is exposed to heat. A chemical additive in the ink
will cause the ink to rise as it is heated to dry. This process must be used
on a cotton weave material where the ink has something to latch on to. Therefore,
it can not be used on nylon. Used on wearables, such as caps and hats, T-shirts.
Pylon: A tall point-of-purchase sign.
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.
Random Sample: Single copy of a product with a random imprint, not
prepared for a particular client.
Ream: 500 sheets of paper.
Recycled Paper: Paper made from old paper pulp. Used paper is de-inked
and cooked in chemicals and reduced back to pulp, then made into paper.
Reduce: To make smaller. When reducing artwork or copy for use on
promotional products, one should be watchful of thin or small lines/lettering
dropping out (e.g., disappearing because of reduction).
Referral Premium: A premium offered to customers for helping sell
a product or service to friends or associates.
Register: Positioning of elements in printing so their images will
be located precisely as desired on the printed sheet especially with reference
to applying additional colors.
Register Marks: Cross-hair marks applied to negatives, artwork, photographs
or mechanicals to ensure precise register on the final product.
Registration: The correct alignment of color and other components
of an imprint with each other and to the item on which they are to be imprinted.
Resolution: The density of dots for any given output device. The unit
of measure is dots per inch (dpi).
Retouching: The process that improves or highlights necessary details
in a picture, photograph, print or drawing.
Reverse Imprint: The copy, which normally prints in color, appears
white (or the color of the product) against a colored background.
Reverse Type: White type on a black (or other dark) background.
Riser: The part of a POP display that projects above the merchandise.
Also an identifying sign or display projecting from the top shelf of an aisle
or affixed to a pole.
Rotogravure (Roto): Type of printing utilizing an etched copper cylinder.
Most often used in high-volume printing such as Sunday supplements.
Run-Around: In composition, the term describing type set to fit around
a picture or other design element.
Saddle Stitching: A method of binding publications
in which the pages are stapled together through the centerfold. The advantage
of saddle stitching is that it permits the magazine to lie flat when opened.
Another is that it is an inexpensive method of binding.
Sales Incentive: A premium or monetary reward offered to salespeople
for attaining a specified performance level such as exceeding a sales quota
during a given period.
Sans Serif: Literally without serif; describes type that does not
have the tiny crosslines at the end of the main letter strokes.
Score: To impress a mark in a sheet of paper, usually cover stock,
to make folding easier and to make it lie flat.
Screen: Series of dots used to reproduce halftones or blended colors.
As the percentage of screen increases, the color is printed darker.
Screen Process Printing: A method in which image is transferred to
the surface to be printed by means of ink squeezed by a squeegee through
a stenciled screen stretched over a frame. Screens are treated with a light-sensitive
emulsion, and then the film positives are put in contact with the screens
and exposed to a strong light. The light hardens the emulsion not covered
by the film leaving a soft area on the screen for the squeegee to force ink
through. Screen printing is capable of printing on irregular shaped objects.
Glass, plastic, fabric and wood are popular materials on which to screenprint.
Also called "silk screening."
Screen Tints: A process in which shading and tinting are added to
a line reproduction. Tints are made in a wide variety of patterns that are
applied to the line artwork.
Selective Media: Advertising media such as promotional products and
direct mail that can be targeted to specific, limited audiences as opposed
to mass media that are more general.
Self Cover: Common in booklet printing, a cover that is made of the
same paper as the inside pages. This book is printed with a self cover.
Self-Liquidator: A consumer premium offered (usually by mail) for
proof of purchase and a cash amount sufficient to cover the merchandise cost
plus handling and postage. May refer to any promotion in which the recipient
pays the premium cost.
Semi-Liquidator (Semi-Self-Liquidator): A premium that has a cost
only partially covered by the purchase price at which it is offered.
Serif: Type that is characterized by tiny cross-lines at the ends
of the main letter strokes.
Sheet-Fed Press: A printing press that takes paper previously cut
into sheets.
Shelf Talker: A printed point-of-purchase card constructed to be placed
on a shelf under a product and hang over the edge of the shelf showing an
advertising message. It is often die-cut and held in place with pressure-sensitive
tape.
Shelf-Strip: An attention-getting POP device that slides into the
price railing under a product. It is usually made of plastic, card stock
or metal.
Signature: A section of a book formed by folding or trimming a press
sheet with four or more pages.
Sniffer: A point-of-purchase display that uses odor to attract attention
and Interest.
Solid: A printed area that does not contain type or other illustrations.
Specialty Advertising: Another, older name for promotional products.
Spot Color: Color used usually for accent. It is less involved and
therefore less expensive than process color.
Spot Varnish: Press varnish applied to a portion of the sheet.
Sprint: A brief campaign within a longer sales-incentive program designed
to maintain interest and excitement.
Step and Repeat: The same image is printed continuously in a pattern
on the same sheet of paper.
Stripping: Attaching, putting together or assembling in negative film
to form the separate elements of a piece that will be printed.
Swatch Proof: A sample of the material of the product to be purchased,
imprinted with the advertising artwork design and copy in the actual colors
specified for the imprint of the product.
Test: Any of a half dozen methods of measuring appeal
of a premium in advance of a promotion. Frequently done by personal interviews,
sometimes by a mail ballot or split-run newspaper advertising.
Thermography: A process for imitating copperplate engraving, such
as on calling cards, by dusting the freshly printed ink surface with resin
powder which, when heated, fuses with the ink to form a slightly raised surface.
The finished product is very similar to embossed printing in feel and appearance
but is much less expensive.
Tint Block: A photoengraving used to print tints of any percentage
of a solid color.
Tip-In: Preprinted piece bound or partially bound into a periodical.
Used usually as a response device.
Tooth: A characteristic of paper, a slightly rough finish, which permits
it to take ink readily.
Trade Advertising: Advertising directed at members of the wholesale
or retail trade.
Trade Character: A visual identification or personification of a particular
brand of merchandise or of a particular advertiser. For example, Tony the
Tiger is the trade character of Kellogg's Frosted Flakes.
Traffic Builder: A promotional product or premium designed to get
consumers to come to a store or to a trade show.
Transparency: A full color transluscent photographic film positive.
Transpose: To exchange the position of a letter, word or line with
another letter, word or line.
Trap: In printing when one section of the art slightly overlaps another
to avoid any possibility of holes.
Trim Size: Finished size of a printed piece after waste is trimmed
away.
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.
Typeface Family: Type fonts that have the same general appearance.
One font may have light, medium, bold, italic, condensed or extended versions.
Typeset: To create type of a quality usable for reproduction whether
electronically or mechanically.
Typo: Abbreviation for "typographical error" within a text
block.
Underrun:A number of products less
than what was originally ordered.
Varnish: A thin, protective coating applied to a printed
sheet for protection, appearance or to prevent fingerprinting.
Vellum: In papermaking, a toothy finish which is relatively absorbent
for fast ink penetration.
Vignette: An illustration in which the background fades gradually
away until it blends into the unprinted paper.
Waste Circulation:Media circulation
that reaches nonadvertiser prospects. This term is most frequently used in
connection with geographic waste circulation but is equally apt whenever
a nonprospect is reached by advertising.
Web-Fed Press: A press that accepts a roll of paper and prints in
a continuous web.
Weight: Visual effect of the thickness or thinness of text, rules
or logos. Bold text has more visual weight than non-bold text.
White Space (or Negative Space): Space on a page not occupied by type,
pictures or other elements.
Wove Paper: Paper having a uniform unlined surface and a smooth soft
finish.
X-Height:The height of lower case
letters (typically the height of the letter "x") relative to the
upper case letters in a font.
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