A smaller sized newspaper with a standard size designation of 11" x 17".

A line of copy that summarizes the sales statement. Also another name for the positioning statement.

A defined segment of the market that possesses common characteristics and a relative high propensity to purchase a particular product or service

A Yiddish word for knickknacks or trinkets, often used when referring to items given away as part of a promotion (e.g., keychains, pens, coffee mugs).

A legal form on which an individual consents to the use of his or her comments for advertising or promotional purposes.

A small, sketched visualization of an illustration or design. Usually done early in the process.

Tagged-Image File Format. A graphics file format that can be exchanged between various programs and computer platforms. When saving an Adobe Photoshop image in this format, it can be saved in a format that can be read by Macintosh or a PC.

To paste a sheet of paper onto a page in a book before or after binding.

An item glued to a printed piece. To attach endsheets or other material to the outside of folded sections by machine application of a thin strip of adhesive.

A name or symbol denoting that a company or product name is legally restricted to use only by the owner or manufacturer. Generally, the (tm) symbol is used when a trademark has been applied for, and the (r) symbol is used once the name is legally registered.

A full-color translucent photographic film positive. Color slides are also referred to as transparencies. Standard sizes: 2 1/4", 4" x 5", 8" x 10".

The number of times a product completes a cycle of moving through a warehouse or retail store; the number of times a warehouse is completely rotated; measured on a yearly basis.

An item printed using two ink colors. The most common 2-color combination is black ink paired with one additional ink color.

A complete set of fonts for a specific style of type, such as Arial, Garamond or Times Roman. Common variations include italic, bold, narrow, bold italic, etc.