Glossary
Below, we share terms that are utilized in our business. They are categorized as follows: Web and Technology terms, Marketing terms, and Production (Broadcast and Print) terms. We hope you find these helpful.
MARKETING TERMS:
Audience Duplication: People, households, or organizations that read, view, or hear an advertisement or other marketing communication vehicle more than once, whether through a single media vehicle or a combination.
Boilerplate: Prewritten, standardized copy used whenever a particular communication need arises. Sometimes used to adhere to legal or company standards or to eliminate the need for original writing when a specific communication requirement is likely to arise frequently.
Branding: The overall process of establishing and implementing all the elements of a brand, including its name, identifying symbols and related marketing messages.
Call to Action: A statement made in a promotional piece that encourages the reader/viewer/listener to take the desired action. This action may be buying the company's product or service, or simply taking the next step in the sales cycle, such as requesting a product demonstration.
Fullfilment Piece: Any materials that are sent in response to a reader, viewer or listner's request for more information.
WEB & TECHNOLOGY TERMS:
Search Engine Optimization (SEO): Improving or maximizing volume of traffic to a website by use of algorithmic search results.
Web 2.0: Refers to today’s latest web uses and technologies, the ‘second generation’ of the World Wide Web
Landing Page: In online marketing, this is a specific web page that a visitor reaches after clicking an ad (or link). Often, this page features content that is an extension of the link or ad, or the page is optimized for a specific keyword term or phrase to attract search engines (SEO).
Adwords: AdWords is a popular way of driving visitors to an online site by implanting certain words in the site’s text. Adwords are pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The Google AdWords program includes local, national, and international distribution, and it is their flagship advertising product.
Banner Ads: Online, digital ads, usually in a rectangular shape and appearing at the top of a web page. Most websites sell banner ads on their site, which link through to the advertiser’s site
XMPie:
PRODUCTION TERMS:
Stock: Refers to the type of paper used for a printed piece, including the weight, coating, and texture of the paper.
Bleed: Refers to an image that is printed on the full size of the piece, as to ‘run off’ the edges.
Variable Printing: Allows for multiple uses of personal data on one printed piece, for example, each postcard that gets mailed contains references to the recipient’s name, business type, area of interest, and years in business – any individualized information you may have.
Press Check: Stopping the press after running off a few copies of a printed piece, in order to examine the color, sharpness, and overall quality of the printing
Broadcast
Action Cutting: The cutting of film from one shot to another in a way yielding the impression that action is continuous and uninterrupted. (Film Editing)
Bed: Background music used underneath a narrator or foreground dialog. Primarily applied to commercial radio or television spots.
Dissolve: A transition between two scenes where the first merges imperceptibly into the second. (Film/Video)
Montage: The assembly of shots and the portrayal of action or ideas through the use of many short shots. (Film Editing)
Voiceover: The recorded audio performed by a voice talent (actor) in a studio for a particular TV or radio advertisement.