As with every industry, the marketing and design world has it’s own vocabulary of specific terminology and acronyms which often mean nothing to clients and others who come into contact with agencies. Hopefully, this non-exhaustive list will help you understand what on earth your marketing agency is talking about!
Above/below-the-line
Traditionally, above-the-line refers to TV, radio, posters & press advertising and below-the-line refers to items such as direct mail, point of purchase, leaflets etc.
Ad copy
The printed text or spoken words in an advertisement.
Advertising
A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
Advertorial
A paid-for advertisement that has the appearance of a news article or editorial, in a print publication.
Art Director
Art Directors are responsible for the visual aspects of advertisements, brochures, leaflets, photography, TV advertisements etc.
Artwork
The compilation and specification of an advertisement, brochure or other printed matter.
Bleed
Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page.
Body copy
The text of a print ad, not including the headline, logo, or subscript material.
Brand
What people think or feel about your business and embodied in a name, logo, colour, values, typeface, proposition and tone of voice.
Brand name
Name used to distinguish one product from it’s competitors. It can apply to a single product, an entire product line, or even a company.
Creative brief
Document designed to inspire and direct the creative imagination. The brief must contain a clear statement of what the communications must say about the brand to the customer to be effective.
Closing date
The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot.
Call to action
A marketing piece or advertisement specifically requesting or encouraging a specified response which may be to phone or visit a website.
Coated stock
Paper with a glossy or smooth finish (see also Uncoated stock).
Collateral materials
Sales brochures, catalogues, spec sheets, etc.
Colour proof
A full-colour print of a finished advertisement or brochure, used to evaluate the final appearance.
Concept
Ideas and sketches relating to a design.
Copy
All words or written text in an advertisement or brochure.
Copy platform
Used to agree the content order and tone of the copy before briefing the copywriter.
Creative strategy
An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. The written statement of creative strategy is sometimes called a “copy platform.”
CRM (Customer Relationship Management)
An ongoing process for maximising customer value over time, through the application of a mix of integrated customer management tools and techniques.
Crop marks
Marks to indicate which portions a photograph or illustration are to be used, and which are to be eliminated.
Demographics
Basic descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home.
Direct marketing
Sending a promotional message directly to potential customers. Includes methods such as Direct Mail and Telemarketing.
Extent
Refers to the number of pages in a printed document.
Finishing
The process of folding, cutting, creasing, stitching etc in relation to printed material.
Font
A typeface style, such as Helvetica, Times Roman, etc, in a single size.
Frequency
Number of times an average person or home is exposed to a media channel (or group of channels), within a given time period.
Full-service agency
An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, and direct marketing.
GSM
Grams per square metre. A method of measuring weight of paper. For example 130gsm, 280gsm
Hi-Res
Refers to a high resolution image (usually 300dpi) used for printing purposes.
Insertion
Refers to an advertisement in a print publication.
Logotype (logo)
A brand name, title, or the like, presented in a specific lettering style or typeface and used in the manner of a trademark.
Lo-Res
Refers to a low resolution image (usually 72dpi) used on a website or for easy transfer by email.
Market segmentation
To divide a market by a strategy directed at gaining a major portion of sales to that group.
Market research
The systematic gathering, recording, analysing, and use of data relating to the transfer and sale of goods and services from producer to consumer.
Pantone Matching System (PMS)
A system that precisely characterizes a colour, so that a colour can be matched, even by different printers. By knowing the Pantone colour specifications, a printer does not even need to see a sample of the colour in order to match it.
Perfect binding
Book binding that has a hard spine. See also Saddle Stitch.
Product life cycle
A marketing theory in which products or brands follow a sequence of stages including: introduction, growth, maturity, and sales decline.
Proof
Digital or hard copy version of brochure, advertisement or web page for client approval.
Qualitative research
A method of research that emphasizes the quality of meaning in consumer perceptions and attitudes; for example, in-depth interviews and focus groups.
Quantitative research
A method of research that emphasizes measurement of incidence of consumer trends within a population.
Rate card
Information provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc.
Reach
The estimated number of individuals in the audience of a broadcast media that is reached at least once during a specific period of time.
Repro
Reproduction is the process of converting artwork into plates for printing and can include scanning of artwork or photography.
Resolution
Relates to the quality of an image or digital output. See also Hi-res. and Low-res.
Rights managed (photography)
Photography where a licence fee is paid for each use. See also Royalty Free.
Royalty free (photography)
Photography where a multi-use licence applies. See also Rights Managed.
Run-on
The printing of additional copies of an item at the same time as the main print run.
Saddle stitch
The process of binding using a stapled spine. See also Perfect Bind.
Spread
Refers to a pair of facing pages in a periodical, or an advertisement which is printed across two pages.
Stock
Term referring to paper or printing materials. See also Coated and Uncoated Stock.
Target market
A group of individuals whom collectively, are intended recipients of an advertiser’s message.
Trademark
Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.
Trim
Part of the print finishing process where an item is cut to size. See also Finishing.
Typeface
A designed alphabet with consistent characteristics and attributes.
Typography
The designated setting of type for printing purposes.
Uncoated stock
Paper that is neither gloss or matt coated. Usually of a natural textured finish.
Visuals
Initial rough sketches or ideas presented on boards or as proofs.
Wiro bound
The process of binding with a wire spine.
If you’ve come across another marketing word or term which means nothing to you, give us a call and someone at Lionheart will be happy to act as translator!