Glossary

A

Above the Line
Refers to work done by an advertising agency involving paid for media such as press, tv and radio advertising.

Account Management
System of managing the needs of a client by the seller or agency.

ACORN
A classification of residential neighbourhoods; a marketing segmentation system that enables consumers to be classified according to the type of area they live.

Advertising
The activity of attracting public attention to a product or service especially by paid announcements.

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.

Affiliate Marketing
Selling a company's products via your Web site, or selling your own products on another Web site. This is an additional source of revenue for online companies.

Affinity Marketing
A marketing strategy that offers benefits to a group of persons who has a similar interest.

AIDA
Stands for Attention, Interest, Desire, Action. Historical model of how advertising works, by first getting the consumer's attention, then their interests, etc.

Ambush Marketing
A marketing strategy whereby a non-sponsor attempts to capitalise on the popularity/prestige of a property by giving the false impression that it is an official sponsor. Often employed by the competitors of a property's official sponsors. Many in the sponsorship industry consider this strategy unethical.

B

Below the Line
Marketing which does not involve paid for advertising media such press space, tv airtime.

Bleed
The waste area, which is trimmed off when a page is cut to size. It ensures that no white areas remain if the page is not cut exactly on the crop marks.

Blended E-Learning
An integrated programme with the help of interactive online tuition, classroom workshops and assignments.

Blog
A blend of the term web log. A type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.

Brand
A trademark or distinctive name identifying a product or a manufacturer.

Brand Extension
Using a successful brand name to launch a new or modified product in a new category.

Brand Loyalty
The trusting relationship that a consumer has towards a brand: why he/she chooses one brand over another.

Brochure
A type of leaflet

Brown Goods
items that are typically used for audio, video, telecommunications, or computing purposes, including any item that contains a picture tube or cathode ray tube, or electronic circuitry and circuit boards.

Business Plan
Document prepared by management that summarises the operational and financial objectives of a business and the detailed plans and budgets showing how the objectives are to be realised.

Business Strategy
The steps by which a business works towards achieving its targets and goals.

B2B (Business to Business)
The term used to describe marketing and/or selling by one company to another company rather than to consumers.

B2C (Business to Consumer)
B2C is an abbreviation of Business-to-Consumer where the transaction occurs directly between a company and the consumer. It is typified by the publicly addressed forms of ecommerce, such as webshops and TeleShopping.

Buzz
A type of viral marketing in which information about one product passes from one consumer to other.

C

Campaign
A series of adverts and marketing communications that collectively make up a concept or idea.

Channels
Methods by which a seller communicates to its potential buyer or consumer.

Chartered Marketer
A marketing professional who has achieved 'individual Chartered Status' awarded by the Chartered Institute of Marketing.

CMS (Content Management System)
Software which allows an administrator of the system to edit content and images on their website.

CMYK
The colour scheme used in print production, short for Cyan, Magenta, Yellow and blacK. Each colour is made up of three different percentages of these colours.

Colour Palette
The choice of colour(s) for a design. Many products have strong visual branding simply by owning, and sticking to, a specific colour or colour palette.

Comparative Advertising
An advertising appeal that consists of explicitly comparing one product brand to a competitive brand.

Competitive Advantage
A marketplace advantage that a business achieves by providing products and services that are differentiated from those of competitor's by lower cost, higher reliability, superior performance or service, etc. Competitive advantages are sustained by the strategic capabilities or resources of the business.

Concept
This leads from the strategy and refers to the thought or argument that is being communicated within a campaign.

Copyright
The exclusive legal rights to perform or sell a song, book, script, photograph, etc. The copyright holder is paid a fee or royalty when the material is used. If there is no copyright the material may be used for free and is said to be in the public domain.

Corporate Identity
A company's name, logo, typeface, colors, slogan, etc., are elements that help comprise its corporate identity.

Corporate Strategy
Strategic planning or management decisions that effect the direction or performance of company.

Cost Leadership
A strategy that seeks to achieve competitive advantage by allowing a business unit, by keeping its costs low, to make more profit than its competitors at the same price.

Cropping and Framing
The way in which an art director lays out and visualises an advert.

CRM (Customer Relationship Management)
The way in which a company manages interactions with its customers. A successful CRM solution depends on the ability to interact with customers through any channel they choose, as well as a way to track and maintain real-time records of customer interactions so a complete view of the customer can be established.

D

DAGMAR
This refers to a process of establishing goals for an ad campaign such that it is possible to determine whether or not the goals have been met. It stands for Defining Advertising Goals for Measured Advertising Results.

Data Processing
Organisation of data for the purpose of producing desired information; involves recording, classifying, sorting, summarising, calculating, disseminating and storing data.

Data Protection Act
This law was passed to protect individuals and organisations against misuse of data.

Database Marketing
A marketing system that stores information about past, current, and prospective customers in an electronic database (computer). This information can be used to construct individual profiles containing demographic, geographic and psychographic data, allowing marketers to communicate with customers on an individual basis and develop continuing relationships with them.

Demand and Supply
Demand is the quantity of a good that buyers would like to purchase during a given period at a given price in a competitive market economy. Supply is the quantity of a good that sellers would like to sell during a given period at a given price. Equilibrium in the market is reached when supply equals demand.

Demographic Data
Values that depict characteristics of a sample. Most often includes age, gender, race/ethnicity and socio-economic data.

Die Cut
To cut shapes from printed sheets using sharp steel rules on either a flat bed or rotary press.

Differentiation
Products or services having unique features.

Digital
Technology that generates, stores and processes data electronically

DINKY
Double Income No Kids Yet - a demographic grouping.

Direct Mail
Advertising that uses person-to-person communication through the mail rather than mass media. Advertising is sent via flyers, letters, brochures or reprints.

Direct Marketing
Sales made directly to the customer, rather than through intermediaries or intervening channels: includes telemarketing, direct mail, direct advertising.

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.

Discounted Cash Flow
A method used to estimate the present value of future earnings or cash flows.

Distance Learning
Distance learning utilizes technology in creating learning opportunities outside of the classroom. Examples of distance learning are computer-linked networks, or teleconferencing by way of satellite where two-way video allows students to see, hear, and talk to a teacher at another location.

Distribution
Process of getting goods from manufacturer to end consumer.

DPI (Dots Per Inch)
Determines how small the dots an output device will use when printing an image. A 300dpi laser printer uses black dots that are 1/300th of an inch in width.

E

E-commerce
E-commerce (electronic-commerce) refers to business over the Internet. Web sites such as Amazon.com, eBay.com are both e-commerce sites.

Efficient Consumer Response
A customer-driven system where distributors and suppliers work together as business allies to maximise consumer satisfaction and minimise cost.

E-Learning
Education via the Internet, network, or standalone computer. Network-enabled transfer of skills and knowledge. e-learning refers to using electronic applications and processes to learn. e-learning applications and processes include Web-based learning, computer-based learning, virtual classrooms, and digital collaboration. Content is delivered via the Internet, intranet/extranet, audio or video tape, satellite TV, and CD-ROM.

Electronic Point of Sale (EPOS) System
Technology of recording retail sales directly onto a computer. This can be achieved through a variety of devices ranging from computerised tills where operators enter the data to various forms of scanning machines.

Embossing
Indenting an image, word or shape in or onto a board giving a raised printing surface. An embossed area that is not printed is referred to as a blind emboss.

EPS (Encapsulated PostScript)
EPS is the industry standard for vector artwork because it can describe a wide range of effects at high quality. The file has a screen preview for placing in page layout programs and scalable vector information contained within the file for printing on a PostScript device. Vector EPS files ca be resized, distorted or cropped and most programs that perform colour separations accept and colour separate them.

F

Fax Preference Service
A service established by the Direct Marketing Association to help reduce the chances of customers receiving unsolicited advertising communications via fax.

File Formats
There are two basic formats for pictures: vector and bitmap. Vector images are made up of many individual, scalable objects. These are defined by mathematical equations rather than pixels so they always render at the highest quality, even when enlarged. They are typically used for images such as logos. Bitmap images are made up of pixels, each with a colour value. The bigger the picture, the more pixels are needed. If images are scaled up, quality is compromised. This format is used for photographs.

FMCG (Fast Moving Consumer Goods)
Foodstuffs, toiletries, etc. Typically the products which you will find in any supermarket.

Focus Groups
A group of consumers brought together to discuss and analyse in-depth a specific project, product or issue. Focus groups are selected based on pre-determined demographic and psychographic criteria.

Foil Blocking
Application of a foil image using the letterpress process but coloured foil is applied instead of ink.

Font
A font is a typeface in a particular size. Today, the distinction between typeface and font has become blurred. Some type families have a variety of faces to accommodate a wide range of uses.

Franchising
A continuing relationship in which the franchisor provides a licensed privilege to the franchisee to do business, and offers assistance in organising, training, merchandising, marketing and managing in return for a consideration.

FTP (File Transfer Protocol)
A standard network protocol used to copy a file from one host to another over a TCP-based network, such as the Internet.

G

Geo-demographics
Plotting survey results on a map, so that the locations of respondents giving particular answers can be clearly seen.

GIF (Graphic Interchange Format)
This is a standard for compressed web graphics. It is a bitmap format which allows transparency but a limited range of colours. They are not suitable for print work.

GLAM
Greying, Leisured, Affluent, Middle-aged - a demographic grouping.

Graphic Design
Artistic and creative discipline that uses visual communication to represent an idea

H

House to House Distribution
Delivery of goods/products to consumer/clients place.

HTTP (Hypertext Transfer Protocol)
A networking protocol for distributed, collaborative, hypermedia information systems. HTTP is the foundation of data communication for the World Wide Web.

I

Inducements
Incentives offered to overcome resistance to purchase, for example tax breaks intended as an inducement to greater reinvestment.

Industrial marketing
The marketing of industrial products.

Innovation
Innovation is the process by which new products or new methods of production are introduced, including all the steps from the inventor's idea to bringing the new item to market.

Interactive
Media that covers any advertising/design that has been created using digital technology.

IP address
Internet Protocol Address is the numerical address for a website relating to the location of a website on the hosting server.

IPS
Institute of Professional Sales, sister institute to The Chartered Institute of Marketing.

J

JPEG (Joint Photographic Experts Group)
These use compression to dramatically reduce the size of bit maps. This degrades images making them unsuitable for print. JPEGS are a common standard for electronic exchange (cameras, web etc).

Joint Venture
A joint venture is where two or more persons (either individual people or companies) enter into an agreement to undertake a business venture for joint profit.

K

Kearning
The process of reducing the spacing between certain pairs of letters to improve their appearance. When a font is created, each character is given a width that includes some space around it so that the letters don't run into each other when displayed or printed. This can be thought of as an invisible box around each character.

Key Account Management
Account management as applied to a company's most important customers.

Kidults
Adults buying goods for kids.

Knowledge Management
A relatively new concept in which an enterprise consciously gathers and shares its knowledge to further its goals. Some components of knowledge management include data mining.

L

Laminates
A laminate is a clear plastic coating applied with a water-based adhesive that covers the printed sheet, increasing tear resistance and protecting the image from marking. Laminate is available in matt, gloss, silk and semi tone. Matt laminate scuffs more easily than gloss and will change the appearance of the print - this is especially apparent on dark colours.

Leading
This is the amount of space between lines of text. It is always expressed in points or fractions of a point. There is no set rule to follow.

Learning Log
Summary of information that provides documentation and support for the successful completion of learning activities and movement through your learning plan.

Logo
A graphic, usually consisting of a symbol and/or group of letters, that identifies a company or brand, distinct from others.

LPI - lines per inch
Determines the spacing of halftone dots and therefore their maximum size. The higher the LPI setting, the more apparent detail you can reproduce.

M

Market Challenger
Non-market leader that aggressively tries to capture more market share from its rivals.

Market Development
A strategy for company growth by identifying and developing new market segments for current company products.

Market Entry
Launch of a new product into a new or existing market.

Market Follower
A low-share competitor that lacks resources, market position, research and development or commitment to challenge for extra sales and market share.

Market Research
The systematic gathering, recording, and analysing of market data. All activities that enable a business to obtain the information about the market conditions, the product mix, and present or potential customers.

Market Segmentation
A way of analysing a market by specific characteristics in order to identify a target market.

Marketing Audit
A comprehensive, systematic, independent, and periodic examination of a company's environment, objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company's marketing performance.

Marketing Communications
All methods used by a firm to communicate with its customers and prospective customers.

Marketing Mix
Those controllable marketing variables - product, place, price, and promotion - that the enterprise makes use of to satisfy the demands of the target market and that together comprise the enterprise's marketing effort.

Marketing Orientation
A business strategy whereby customers' needs and wants, as identified by the marketing function, determine corporate direction.

Marketing Planning
A systematic process of assessing marketing opportunities and resources, determining marketing objectives and developing a thorough plan for implementation and control.

Marketing Strategy
The marketing logic by which the business unit hopes to achieve its marketing objectives.

Mission Statement
A concise statement that presents the group and clarifies their reason for being (what the group currently is). A written mission statement should convey the nature of the business in which the group is engaged, together with a sense of the group's style and character.

N

New Media
Digital or interactive media. Any media (digital or analogue) that has not been previously created or defined.

Niche Marketing
Relatively small sections of the market with distinct characteristics.

NILKIE
No Income, Lots of Kids - a demographic grouping.

O

Objectives
Strategic directions that reflect the position of an organisation at some future date. Objectives are at the heart of the strategic thinking of an organization.

Offensive Marketing
A strategy to win the market share of its competitor.

OINK
One income, no kids - a demographic grouping.

OPAL
Older People with Active Lifestyles - a demographic grouping.

Organic Growth & Development
A company's growth as a result of it's ploughing back of profits and not by mergers/acquisitions.

P

Page Views
How many times a web page has been downloaded for viewing. A page may be viewed 200 times but you don't know how many people saw it because one person could have seen it 50 times. Unique visitors is a better number and gives a more relevant meaning as this indicates the number of different people who have viewed the site.

PDF (Portable Document Format)
Developed by Adobe, PDF is a computer file format designed for publishers to distribute electronic documents. They are created by making the original document into a PDF file, which can then be viewed on almost any computer. The exact layout, font and attributes will be preserved. PDFs can be used for displaying information online and for delivering print ready files. PDF files require Acrobat Reader to open which is supplied

Personal Data
Information recorded in a form in which it can be processed by equipment operating automatically in response to instructions given for that purpose and information which forms part of a relevant structured manual filing system.

Personal Selling
Sales made through a medium of face-to-face communication, personal correspondence, or personal telephone conversation, etc.

PEST
Political, Economic, Socio-cultural and Technological - a framework for viewing the macro environment.

Pixilation
This occurs when the resolution (number of pixel/dots per inch) is not high enough for the size the image is being printed or displayed at, creating a low quality 'blocking' looking image.

PPI (Pixels Per Inch)
Determines how small the pixels in an image will appear when printed. 150ppi means that pixels will be 1/150th of an inch square when printed. The higher the setting the smaller the pixels become.

PMS (Pantone Matching System)
A universal colour system used in all forms of design.

Png File
Portable Network Graphics. A bitmapped image format and video code that employs lossless data compression.

POS (Point of Sale)
The "point-of-sale" is the specific spot where a customer purchases a product.

Positioning
Refers to the manner in which a product is targeted for a specific market segment, either through distinguishing features of the product itself or through image creation.

Print
A process for reproducing text and images, typically with ink or paper using a printing press.

Product Life Cycle
The complete history of a product through its concept, definition, production, operation, and obsolescence or disposal phases.

Promotional Mix
Using several different types of communication to support marketing goals which include, Advertising, Personal selling, Publicity, and Sales promotion.

Public Relations
The development of cordial, equitable and, therefore, mutually profitable relations between a business, industry or organisation and the public it serve.

Q

Qualitative Research
Research where results are not statistical (quantifiable) e.g. thoughts and feelings.

Quantitative Research
Research where results are in a statistical format.

R

Relationship Marketing
Creating a long-term relationship with existing customers. The aim is to build strong consumer loyal.

Repertory Grid Method
A technique for representing the attitudes and perceptions of individuals. The technique can be useful in developing market research (and other) questionnaires.

RGB
The RGB (red, green, blue) colour system used in TV or digital production. Each of the three colours is made up of different percentages.

S

Sensitive Data
Information relating to racial or ethnic origin, political opinions, religious or other beliefs, trade union membership, health, sex life and criminal convictions.

SEO
Search engine optimisation is improving a web page so your target audience can easily find it on the web.

Shareholder Value
The worth of a company from the point of view of its shareholders. Maximising shareholder value is a common objective for business management.

SINBAD
Single Income, No Boyfriend and Absolutely Desperate - a demographic grouping.

SITCOM
Single Income, Two Kids Outrageous Mortgage - a demographic grouping.

Skimming
Setting the prices of products/services higher in the initial stage to get higher profit with a speculation that prices will go down at a later stage due to increase in competition.

SLAP
Skills Levels Analysis Process, an online tool to assess skills of marketing professionals and to measure them against business aims and objectives.

Spider
An automated robot that crawls the web via links on the website pages.

Stock Imagery
Photography or illustration that is pre-produced rather than specifically created for a specific brief or project.

SWOT Analysis
Taken from the first letters of the words Strengths, Weaknesses, Opportunities and Threats, a SWOT analysis is a process for identifying those areas where an organisation needs to pay special attention.

Syndicate Groups
Smaller groups of delegates from a larger main group - usually separated out to work through a practical exercise.

T

Tagline (or tag)
A sentence that expresses the campaign throughout, often directly related to the benefits of the product or service that the campaign is marketing.

Targeting
Targeting is aiming a brand message to a specific audience or audiences.

Teaser Campaign
A series of ads that aim to tease the consumer gradually, the intrigue growing with each execution.

Testimonials
Advertising that uses a famous or non-famous consumer(s) to favourably report their experiences with the product or service.

Test Marketing
The introduction of a new product in selected test cities that represent a typical market, so that results of the performance in these markets can be projected on a national basis.

Tiff (Tagged Image File Format)
This is the most flexible and reliable method for storing bitmapped images in various resolutions, grey levels and colours. TIFF was created for specifically storing greyscale data and it is a standard format for scanned photographs.

TINKIE
Two Incomes, Nanny and Kids - a demographic grouping.

Trade Marketing
Marketing to the retail and distributive trades.

Tracking
The adjustment of space between the characters in a line of text. It is often used for capital letters to improve readability or aesthetics, or to fill a certain area.

Trim Area
That which remains after a page is cut to size.

Type Area
The safe area within the page which guarantees type and graphic elements enclosed within will be visible after trimming and binding.

Type Family
A group of typefaces with similar design. Characteristics. Broadly speaking there are two groups of typefaces - serif and sans serif (sans is French for 'without'). What differentiates the two groups, is the serif - a small counterstroke at the end of the main stroke (or stem) of each character. Serif faces are more suitable for long pieces of text, particularly novels and newspapers Sans Serif faces are ideal for technical literature. Their simplicity makes them suitable for children's books where they are used extensively.

U

USP (Unique Selling Proposition)
A fundamental business strategy where the seller gives the customer unique benefit from the product/service, which no other can give.

URL
Universal resource locator (the address for a website or page within the site).

URL tagging
When a tracking tag is added to the URL to record activity.

V

VALS
A comprehensive marketing system of studying values and lifestyles that places consumers into four value categories and nine lifestyle categories.

Varnishes
There are two types of varnish; litho varnish and UV Litho varnish (spirit based machine varnish) is applied on a printing press at the same time as printing. It enhances the look of the print and helps to avoid 'set off'. Set off is a problem that occurs when ink is not dry and sheets rub against each other. The ink is then smudged onto the sheets stacked above it. UV varnish produces a high gloss or matt coating to enhance the finish of the job and protect it from marking. UV varnish is not applied on a conventional printing press and requires a separate process.

Viral Marketing
The act of marketing a product or service using tactics that encourage individuals to pass along a marketing message to other individuals in order to have the message delivered at an exponential rate and at very little to no cost to the marketer.

W

Website
A collection of related web pages.

White Space
The deliberate negative space in an advert that surrounds a headline and / or visual.

Word of Mouth
Information that people have thought worthy enough to pass on to others that may be interested.