A general term used to describe the manner in which something is presented to the public.

A page-layout program by Adobe. Graphic designers use Pagemaker to electronically manipulate text and graphics.

Total number of subscribers who pay to receive a publication (magazine, DTN service, etc.) on a regular basis.

A technique used to pre-test advertising, new products, etc; a group of individuals selected from the target market are asked to evaluate alternative versions (of an advertisement, new product, etc.)

Any of a variety of finish types, including smooth, linen, vellum and felt. Each of these surfaces provides different print quality and overall appearance.

Common paper sizes in the U.S. are: standard letter (81/2" x 11"), legal (81/2" x 14") and tabloid (11" x 17"). Common international paper sizes include: A4 (210 x 297 mm) and A3 (297 x 420 mm).

The size of a printed page after folding and/or cutting. For example, a 11" x 17" printed sheet might be folded to 11" x 8 1/2" to create a 4-panel brochure.

The size of a printed page before folding or trimming.

A graphics file format commonly used by IBM-compatible computers with the PC Paintbrush software program.

Portable Document Format. An electronic file format created by Adobe Acrobat that works under Macintosh, Windows, UNIX and DOS systems equipped with the Acrobat Reader software (widely available at no cost). Designed for electronic publishing, Adobe Acrobat lets a user create PDF "snapshots" of an electronic document that can then be viewed on screen or printed.

A bookbinding technique in which the pages are glued rather than sewn or stapled (saddle-stitched) to the cover. A perfect bound book is recognizable by its flat spine.

The use of highly specialized film and equipment to produce high-quality images suitable for publication.

Electronic images created with a digital camera and designed for use in electronic media such as the World Wide Web.

Photos or photo libraries that are purchased for a one-time fee, giving the owner unlimited rights to reproduce the images as much or as often as needed.

High-quality photos purchased from a "stock house," which brokers the usage rights of images shot by various photographers. In general, stock photography fees are paid for the rights to reproduce a photograph for one project only, with the amount of the fee determined by the quantity of materials to be produced (such as a brochure), or the circulation of the publication in which it will appear (such as in an ad).

An image manipulation program created by Adobe, commonly used to alter photos and illustrations.

This format is widely used with Macintosh graphics and page-layout applications as an intermediary file format for transferring files between applications. This format is especially effective at compressing images that contain large areas of solid color.

A sales presentation where a proposal is presented to potential clients.

A schematic or diagram of one or more retail shelf sections showing the manner in which products, brands and sizes to be stocked in those sections are arranged.

A team that develops communications action plans. The team deals with strategic and resource issues.

abbrev. Product Life Cycle

A standardized ink color system that includes approximately 500 basic colors for both coated and uncoated paper stocks. An assigned number and formula accompany each color swatch in the PMS book, which enables design and printing professionals to identify and communicate specific colors. Also see process color.

A very simple detail piece a salesperson can use when meeting with clients face-to-face. A "point and grunt" detailer is designed to quickly convey the major messages the customer needs to know.

A retail in-store presentation that displays product and communicates information to consumers at the place of purchase.

A form of promotion used to support personal selling and advertising; displays, consisting of packages, signs, display cartons and so on (more common in the marketing of consumer goods) are used to provide additional product information and to impel on-the-spot buying.

Transparent bag used in place of envelopes for mailings. (Primarily used for magazines, catalogs and other publications.)

Point of sale. Merchandising materials used in-store at or near the location of the item being promoted.

A concise statement that clearly states a key message about a company/product relative to competitive companies/products.

Public Relations - The process of planning, executing and evaluating programs that build public awareness and understanding of a company and its products/services by communicating through means other than paid advertising.

Staff member who writes public relations copy.

An item offered to a customer, usually free or at a nominal price, as an incentive to purchase or sample a product or service, provide information or respond to an offer.

Viewing a sample of a printed piece while it is being printed. Press proofs are typically used only for complicated jobs that may require press adjustments to achieve the desired level of quality.

Viewing a sample of a printed piece while it is being printed. Press proofs are typically used only for complicated jobs that may require press adjustments to achieve the desired level of quality.

Also referred to as a news release, this public relations tool is used to deliver information about a product, service or event to appropriate media.

Information that is obtained directly from first-hand sources by means of surveys, observation or experimentation. See Secondary Data.

Market data collected in the field by a company to study a particular marketing situation or problem. Its key value is that the investigation may be tailored to meet specific research objectives, and the findings are often more relevant than those gathered from other sources (e.g. secondary research)

An impression that aligns with a printed image.

A brand owned by a wholesaler or retailer; also called a private label. See Manufacturer's Brand.

The primary colors used in 4-color printing: cyan, magenta, yellow and black. These can be adjusted for color, unlike PMS colors which come pre-mixed.

The specific generic to which a good or service belongs; for example, while Fanta is a brand name, the product category to which it belongs is soft drinks.

A growth strategy in which the firm develops new products for existing markets.

The phases of the sales projections or history of a product or service category over time used to assist with marketing mix decisions and strategic options available. The four stages of the product life cycle include introduction, growth, maturity, and decline, and typically follow a predictable pattern based on sales volume over time.

A group of products manufactured or distributed by an organization, similar in the way they produced or marketed; for example, Gillette markets a line of razors and blades, a line of toiletries, a line of pens and a line of cigarette lighters.

Adding depth to an existing product line by introducing new products in the same product category; product line extensions give customers greater choice and help to protect the firm from a flanking attack by a competitor. See Product Line; Product Line Depth; Product Line Stretching.

An individual given responsibility for the planning and coordinating of a firm's marketing activities related to a single product, product line or market.

The variety of distinct product lines and items manufactured or distributed by an organization. See Product Item; Product Line.

Serves as a merchandising specialist for a specific department (such as Bakery or Deli) in a group of stores, advising store department managers and working to improve department performance.

The physical processes a project goes through after it leaves the creative area, including pre-press, printing, manufacturing and packaging.

The person responsible for purchasing, soliciting estimates and acting as a liaison with vendors. He or she also monitors vendors' performance (cost, quality, timeliness, etc.).

An accounting statement showing income, expenditure and profit over a given period.

Staff member who supports and assists the Account Executive to ensure that projects are handled efficiently.

Documents project objectives, strategy and audiences as developed by the planning and message teams for use by the creative team.

One of the four controllable variables (with product, price and place) of the marketing mix.

An individual within an organization responsible for promotional activities and campaigns.

A price reduction or discount granted by a manufacturer to a member of the marketing channel in return for some form of special promotion of a particular product.

The sum allocated in a particular accounting period for expenditure on promotion.

An alliance between a manufacturer of a product and another company for the purposes of promotion; for example, Coca-Cola Co. may form a promotional partnership with 20th Century Fox Film Corp., agreeing to pay that company to display the soft drink prominently in a forthcoming feature film. See Movie Tie-Ins; Entertainment Marketing.

A reasonably accurate representation of how a printed project is intended to look. A proof is the final step in the quality control process prior to printing.

Professionals in this area serve as liaisons between stores and the general public, acting as company advocates on local issues, writing press releases, working with community groups and consumer agencies and managing store and community activities.

The process of planning, executing and evaluating programs that build public awareness and understanding of a company and its products/services by communicating through means other than paid advertising.

The person in charge of the overall management of a publication, especially as it relates to business and advertising decisions.

Official document that authorizes purchase of a product or service for a predetermined price.