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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.
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.
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.
Bind:
To fasten sheets or signatures and/or attach covers with glue, wire, thread,
or other means. Binding creates the final product, such as a report, book, or
magazine, and is one of the last steps in production.
Bit Map:
Computer image made up of dots (pixels). Each dot represents one bit. For
high-quality publishing, bit map refers primarily to a graphic image as it
appears on screen. Bit map graphics, when printed, have a distinctly
"computerized" look to them, as they suffer badly from aliasing.
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.
Bounce Back:
An advertisement sent along with an already ordered self-liquidating premium
to sell other premiums on a self-liquidating basis.
Bristols
: Heavy-grade papers offering better-than-average quality characteristics.
They were originally made from rags in Bristol, England.
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.
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
Gamut: The entire range of hues possible to reproduce using a
specific device, such as a computer screen or four-color press. Understanding
the color gamut of different devices is imperative to achieve the color on
press that you had hoped for. The computer screen can show a different range
of colors than a press can print. Spot color inks have a much wider color
gamut than process color. The human eye can perceive an extraordinary gamut.
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 hot stamp
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 Digital
Printing: Commercial-quality printing in which electronic source files
are processed directly on the printing press or printing system, rather than
through analog steps such as film imagesetting and platemaking. Direct digital
printing systems may be based on lithographic offset technology or laser/toner
technology. Front-end RIPs and servers are integrated components of these
printing systems.
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.
Direct-to-Plate Printing: Imaging directly to the plate
material used in offset lithographic printing. The traditional offset printing
process includes generating film (typically from an imagesetter today),
"burning plates" by exposing the aluminum or poly printing plates with the
film, and mounting the resulting plates on offset presses. Direct-to-plate
printing eliminates the film imaging step by imaging directly on the plate
material.
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.
Dot Gain:
Phenomenon of halftone dots printing larger on paper than they are on films
or plates, reducing detail and lowering contrast on the final printed piece.
This is primarily due to the fact that ink has a tendency to bleed when it
hits paper. The type of ink and paper can affect the amount of dot gain
dramatically. Newsprint suffers from heavy dot gain due to the coarseness of
the paper fiber.
DPI - Dots per inch:
Referring to the output resolution of a device like a laser printer, ink jet
printer or imagesetter. Devices can range from low resolution (300 dpi laser
printer) to very high resolution (2400-4000 dpi imagesetter). Generally, the
higher the resolution, the higher the quality of the output.
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 photo-mechanics, 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 de-bossing, 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.
Encapsulated
PostScript (EPS): A standard file format for importing and exporting
PostScript language files among applications in a variety of heterogeneous
environments.
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.
Film:
The material produced by prepress houses to allow a printing plate to be made
for press. It takes the form of thin sheets of plastic, at first glance
looking like acetate sheets, with a negative image of the artwork on it. Film
can hold a higher resolution than paper and produces a completely opaque black
that is necessary for the photographic process for producing printing plates.
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.
Full
Justification: All text aligns on the left side of the column and the
right side of the column forming a straight line down both sides of the column.
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,
non-local 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.
Imagesetter: Laser output device using photosensitive paper or film.
Imagesetters have higher resolutions than laser printers because they create
dots from chemical crystals in emulsions instead of from toner.
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.
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.
Jogger: Vibrating slopping
platform that evens up the edges of stacks of paper.
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.
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.
Lines per
Inch: Measure of screen ruling expressing how many lines of halftone
dots are contained in one inch. The higher the lines per inch (line screen) of
a publication, the greater the sharpness of the images. Compare the
photographs in a newspaper (generally around 85 lines per inch) with the
photographs of a magazine (about 150 lines per inch). It is possible to run
out an image with a high resolution (dpi) and a low line screen (lpi).
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.
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 screen printing 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 re-photographed through a halftone
screen.
Picas: A
typesetting measurement (principally used in typesetting) that is equal to
one-sixth of an inch or 12 points.
Plain:
Typeface family that is usually medium weight.
Plain Sample:
Sample with no imprint.
Plate:
Piece of paper, metal, plastic, or rubber carrying an image to be reproduced
using a printing press. Produced photographically using film negatives to
control the photographic exposure of the plate. Exposed areas of the plate
hold ink on press, thereby reverting the negative image back into a positive.
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.
Prepress:
Camera work, color separating, stripping, plate-making and other services
provided prior to printing. Typically used these days to refer to the process
of having film run out to an imagesetter.
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.
Proof:
Test sheets run at all stages of the printing process to check for and reveal
potential flaws or errors before they are committed to a final press run. Keep
a copy of each stage of the proofing process to track down when and where an
error on press has occurred. Errors that were caught by you on a printer's
proof, but not changed by the printer, will not be your financial
responsibility.
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.
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
cross-lines 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 screen print. 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.
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:
One ink color applied to portions of a sheet. Differs from four-color process
color in that a spot color is a specifically colored ink that is mixed up to
match a pre-chosen hue. Works similarly to the way paint is mixed at a
hardware store to match a specific color. Spot colors tend to be brighter and
more vibrant than their process color counterparts. Many spot colors cannot be
produced in process color due to spot color's immense color gamut.
Fluorescents and metallic inks can only be produced with spot color. If you
have a spot color logo and move to process color printing, you should accept
and expect some color shift in the final printed piece. Depending on the
color, the shift can be dramatic.
Spot Varnish:
Press varnish applied to a portion of the sheet.
Step and
Repeat: The same image is printed continuously in a pattern on the same
sheet of paper.
Stripping:
The assembly of film for plate-making. Stripping involves correcting flaws in
film, assembling pieces of film into forms, and ensuring that the film and
forms register correctly.
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.
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 translucent 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:
To cut blank paper, press sheets, folded products, or bound products to the
required size.
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.
Under-run: 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 non-advertiser
prospects. This term is most frequently used in connection with geographic
waste circulation but is equally apt whenever a non-prospect 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:
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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