MARKETING GLOSSARY – MARKETING WORDS
As a rule, the ears are full of technical terms and abbreviations in the communications industry; SEO, SEM, SEA, BTB, BTC, Influencer, SoMe, Omnichannel, Insights CMYK, prepress etc.
If you have also come across a single abbreviation or technical subject term that could be usefully refreshed from time to time, we have made this small list for you, as help for a busy day in the marketing department. More will come up and you are very welcome to write which words we are missing from the list.
A
ASCENDER / DESCENDER
An ascender is the part of a lowercase letter that extends above the midline (x-height) of a typeface. Conversely, a descender is the part of a letter that extends below the baseline of the typeface.
ACOUSTIC PANELS
Panels that are perforated, for example to optimize sound in a room. Photos can be printed on these panels.
ADOBE AFTEREFFECTS
Software program for film editing.
ADOBE ILLUSTRATOR
is a software program based on vector graphics used for example for illustration, logo and packaging design.
ADOBE INDESIGN
A software program used for drawing and placing files from other programs such as vectorfiles from Illustrator or photos from Photoshop.
ADOBE PHOTOSHOP
A software program for processing of photos
A-FORMATS
-
A0: 84.1 X 118.9 CM
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A1: 59.4 X 84.1 CM
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A2: 42 X 59.4 CM
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A3: 29.7 X 42 CM
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A4: 21 X 29.7 CM
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A5: 14.85 X 21 CM
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A6: 10.5 X 14.85 CM
ALGORITHM
The word "algoritm" in greek: "arithmos" The concept covers the process where a computer is used to solve a specific task. Algorithms have a greater significance for people's activity on the internet than many realize. Algorithms determine, for example, what you see on social media and which websites or online marketing you are exposed to.
ALGoSPEAK
Algospeak is meta-algospeak: a remixed catchphrase that sounds familiar but is written in a way only insiders will catch. That’s exactly how most algospeak terms arise—small shifts, spelling games, or phonetic jokes that the algorithm doesn’t always catch but the community turns into a kind of code on, for example, Threads or similar social-media platforms. vCl1ck (“click”) / kl1k (Danish: “klik”): used when talking about reach/feeds. B00st (“boost”) / b00ste (Danish: “booste”): paid boosting of posts. C0ntent (“content”) / indh0ld (Danish: “indhold”): general content. Labbie / Labubu: used as the Danish nickname for the Labubu figure, now a symbol of IRL brainrot.
Marketing examples: alg0rithm (algorithm): Used when discussing reach and feeds. cl1ck (click): For tab here - a "CTA". fr33 (free): Promo & lead magnets. d3al (deal) : Used for limited offers. s@le (sale): Seasonal campaigns. b00st (boost) : Paid boost of c0ntent.
ANALOG COPY
An analog copy is a copy of a psysical copy, print or original.
ASCENDER / DESCENDER
The ascender is the portion of a lowercase letter that extends above the mean line of a font (the x-height). On the other hand, the descender is the portion of a letter that extends below the baseline of a font.
A-SIGN
A-SIGN is an A-shaped double poster, fastened at the top and typically placed outside stores.
AUGMENTED REALITY
A digital interactive experience that combines real images and computer-generated files in either 2D or 3D.
B
BACK
A term used in the production of ring binders or books.
BACKLINK
A link from one website to another. Backlinks are important for SEO, as they signal credibility and authority to search engines.
BANNER AD
A visual advertisement displayed on websites, typically in rectangular formats at the top, side, or within content.
BASELINE (Typography)
The invisible line on which most letters sit in a line of text, important in print and layout design.
BEHAVIORAL TARGETING
A digital marketing technique that uses user behavior (e.g., browsing history, clicks) to deliver more relevant ads.
BTL (Below-the-Line Marketing)
Targeted, direct marketing activities such as email campaigns, events, or promotions, often with measurable results.
BENCHMARKING
The process of comparing marketing performance metrics against industry standards or competitors.
BENEFIT (Customer Benefit)
The value or advantage a product or service provides to the customer, often highlighted in messaging.
BEST PRACTICE
A proven method or technique widely accepted as effective in achieving desired marketing or communication outcomes
B2B (Business-to-Business)
Marketing or transactions between businesses rather than between a business and individual consumers.
B2C (Business-to-Consumer)
Marketing or transactions where businesses sell directly to individual consumers.
BIG DATAi
Large volumes of structured and unstructured data analyzed to uncover patterns, trends, and insights for decision-making.
BILLBOARD
A large outdoor advertising structure used to promote brands, products, or campaigns in high-traffic areas.
BLOG
A regularly updated website or section of a website used to publish content, often for content marketing purposes.
BODY COPY
The main text in an advertisement or marketing material that provides detailed information.
BOUNCE RATE
The percentage of website visitors who leave after viewing only one page, used as a key web analytics metric.
BRAND
The overall perception, identity, and emotional association people have with a company, product, or service.
BRAND AWARENESS
The extent to which consumers recognize and remember a brand.
BRAND EQUITY
The value a brand adds to a product based on reputation, recognition, and customer loyalty.
BRAND IDENTITY
The visual and verbal elements (logo, colors, tone of voice) that represent a brand.
BRAND IMAGE
How a brand is perceived by the public.
BRAND LOYALTY
The tendency of customers to repeatedly choose the same brand over competitors.
BRAND POSITIONING
The process of establishing a brand’s place in the market and in the minds of consumers.
BRAND STORYTELLING
The use of narrative to communicate a brand’s values, purpose, and personality.
BRANDED CONTENT
Content created to promote a brand while providing value or entertainment, rather than direct advertising.
BREAK-EVEN POINT
The point at which total revenue equals total costs, meaning no profit or loss.
BRIEF (Creative Brief)
A document outlining the objectives, target audience, key messages, and requirements for a marketing project.
BROADCAST MEDIA
Traditional mass media channels such as TV and radio used to reach large audiences.
BROCHURE
A printed informational or promotional document, often folded, used in offline marketing.
BUYER PERSONA
A semi-fictional profile representing an ideal customer based on research and data.
BUYING JOURNEY
The process a customer goes through from awareness to consideration to purchase (also called the customer journey).
BLEED
Bleed is the area of a printed design that extends beyond the final trim edge of the page. It ensures that when the paper is cut to its final size. there are no unwanted white borders along the edges. In practice, backgrounds, images, or colours that should reach the edge of the page are extended slightly past the trim line, typically 3 to 5 mm. During trimming, the excess(the bleec) is cut off, resulting in a clean edge-to-edge finish.
BOOKLET
A term for a small folder.
BOOKLETS
Multi-page print or publication with stapling in the spine. End format: e.g., A5, A4, A3, etc. A term for a small folder.
BRAINROT
Brainrot er et slangudtryk, der bruges til at beskrive internetindhold, der anses for at være af lav kvalitet eller værdi. Ordet stammer fra de åbenbart negative psykologiske og kognitive virkninger forårsaget af eksponering for indholdet. “Labubu, kaldet ‘Labbie’ i dansk er blevet til en samlerfigur IRL – et brainrot-symbol #Labbie #Labubu #IRLBrainrot.
BRAND AWARENESS
Brand awareness is the extent to which people are able to recall and recognize your brand. It has two components: brand recall, which is a measure of how well a brand name is connected to a product class, and brand recognition, which is when a consumer recognizes the brand by its attributes (i.e. a company’s logo or brand colors). Brand awareness encompasses more than its component parts, however. Brand awareness constitutes a scenario when customers can see your brand or product and know that you provide the best solution to their problem.
BRAND POSITIONING
Brand positioning is the way you differentiate yourself from your competitors and how consumers identify and connect with your brand. It’s comprised of the key qualities and values that are synonymous with your company. Brand positioning can be conveyed through a variety of means including tone and voice, visual design and the way your company represents itself in person and on social media.
BRASS EYES
Eyes of brass, steel, or plastic in various diameters used for threading in banners.
BUSINESS DEVELOPMENT
A general term for an organization's tasks and processes that involve planning and supporting the implementation of the company's portfolio of growth opportunities.
C
CAC
Customer acquisition cost is exactly what it sounds like — the cost associated with turning a lead into a customer.
CHURN RATE
Churn rate is a measurement used to calculate customer retention and is significant for recurring revenue companies. It helps companies identify how many customers they lose in a given time period. To calculate churn rate, you divide the number of customers lost during a time period by the number of customers you had at the beginning of the time period.
CLEARWAY
A clearway that is sewn at the top and/or bottom of fabric sheets for inserting pipes/rods – so that the banner can be hung. On banners and net banners, the clearway is welded.
CLICKBAIT
A Headline whose primary purpose is to attract attention and "lure" the viewer to see more and ultimately to encourage the target audience to take an action, such as clicking to read more.
CLV
The Customer lifetime value is the predicted net profit associated with the future relationship with that customer. To calculate CLV: divide customer revenue-gross margin with churn rate.
CMYK
An english term for the four volors used for 4-COLOR PRINTING: CYAN, MAGENTA, YELLOW, AND KEY COLOR (BLACK).
CMYK is commonly used for printing images that consist of small dots, called RASTER.
CMYK is the most common system used in printing and print. All colors within the CMYK scale are indicated with a precentage mixture of colours. For example, a pure red would consist of: CYAN = 0%, MAGENTA = 100%, YELLOW = 100%, BLACK = 0%.
COATED PAPER
Surface-treated paper, the opposite of uncoated paper, which has a softer appearance. Coated paper has a surface which is polished with chalk and therefore smoother. Uncoated paper has the highest stiffness/bulk, while uncoated paper is more porous and will absorb more ink when printed.
COLOR PRINT
Digital print production on modern printers in 4 colors.
CONCEPT
A concept represent a clear solution. A proposal where it is clear how an idea should be realized. Ideas are suitable for exploring different approaches and value propositions in early innovation phases, while concepts are more suitable for testing and getting feedback on specific solution proposals in later stages of the innovation process.
CONTEXTUAL MARKETING
Contextual marketing is a strategy that’s guided by the behaviors and conditions surrounding your marketing efforts so all content is relevant to the person receiving it. To deliver contextually relevant information, you need to understand the psychographics of your buyer personas to know how to speak to them and what content will resonate with them. B2C and B2B content marketers specialize in this strategy. Wunders are kind of specialists in this strategy.
CPL
Cost per lead (CPL) refers to the amount spent on acquiring a lead. This cost is factored heavily into CAC. The most common use case for cost per lead can be found in paid advertising where there is a direct correlation between the amount of money you are spending in something like Google Ads, and the number of leads you are generating from that spend.
COOKIES
A cookie is a small text file that is stored on your computer. Cookies can contain text and numbers, such as dates. Cookies are used to allow the website to store specific information about the user, so that the website can later recognize the user or retrieve this information.
CROPMARKS
CROPMARKS are cutting marks in English; the term is used in English program versions. The marks are made for the printer to precisely cut the graphic work from larger sheets. Also referred to as CUTMARKS.
CUTMARKS
Marks inserted into the layout Crop marks are also known as "cropmarks"
CUTOUT
The removal of the background behind an object in a photo.
CREASE LINE
A narrow groove in paper or cardboard that ensures accurate folding of thicker materials. Created with a creasing wheel or metal folding blade.
CSR (CORPORATE SOCIAL RESPONSIBILITY)
CSR is also known as corporate social responsibility, social accountability, sustainability, or triple bottom line. CSR is essentially about companies demonstrating responsibility towards the surrounding community.
CTA (CALL TO ACTION)
CTA is an abbreviation for CALL TO ACTION. A CALL TO ACTION is an invitation to take a specific action, such as read more, buy here, sign up, contact us, etc.
CUSTOMER JOURNEY
In Danish, it is called KUNDEREJSE. The concept originates from marketing and deals with the customer's or potential customer's journey with the company and brand. A CUSTOMER JOURNEY is the total sum of experiences that your leads or prospects are exposed to when interacting with the company. It can be through information search or during purchase/sale.
D
DESCENDER / ASCENDER
The descender is the portion of a letter that extends below the baseline of a font. The ascender is the portion of a lowercase letter that extends above the mean line of a font (the x-height).
DESKTOP PUBLISHING – DTP
Graphic layout, drawing, etc.
DIGITAL PRINT IN COLOR OR BLACK/WHITE
Digital print production on modern printers. An evolution of color printing.
DIGITAL ARCHIVE
Digital storage of drawings, text, etc.
DIGITAL BID
Digital bidding process. Used in the construction industry. Bid material is obtained online by the bidder, and bids are submitted by uploading bid lists via the internet.
DISPLAY ADS
Google Display Advertising refers to banner ads on the internet with images and texts, used to convey sales messages or other communications. Banners can be static with text or animated graphics/video banners (the latter not supported on all platforms). See also Responsive Display Ads.
DISPLAY ADS DISTRIBUTION
Google Display Advertising refers to banner ads on the internet with images and texts, used to convey sales messages or other communications. Banners can be static with text or animated graphics/video banners (the latter not supported on all platforms).
DPI (DOTS PER INCH)
DPI stands for dots per inch or points per inch. Digital print requires 200 - 300 DPI, and large format, inkjet print, and black/white copies require 100 DPI. This applies to images in the size of 1:1.
DUMMY
A prototype or sample of a graphic work that can be packaging, a book, or brochure in the correct format, paper type, and binding. Primarily contains blank pages. Typically used as a tangible example for customers.
E
E-COMMERCE
Buying and selling products or services online.
ENGAGEMENT (Post-Press)
The state of being interested, involved, or emotionally connected to something or someone. In the context of social media or websites, it refers to user interactions or actions.
ENGAGEMENT MARKETING
Engagement marketing involves targeted customer interactions. Based on analysis of consumer behavior data, it focuses on creating meaningful content and experiences that evoke desired emotions in the target audience and ultimately drive interaction and action.
ENGAGEMENT RATE
A metric that measures how actively people interact with content relative to reach or followers.
EMAIL AUTOMATION
Automated email sequences triggered by user behavior (e.g. welcome flows, abandoned cart emails).
EMAIL MARKETING
Using email campaigns to communicate with customers, promote products, and nurture relationships.
EPS FILE (ENCAPSULATED POSTSCRIPT FILE)
Encapsulated PostScript file. A file format used for digital images and illustrations. It supports both vector and raster (pixel-based) graphics.
ETHOS, PATHOS & LOGOS
Ethos, Pathos, and Logos are the three classical modes of persuasion introduced by the Greek philosopher Aristotle as part of his rhetorical theory. They serve as foundational tools for analyzing and crafting persuasive communication.
ETHOS
Ethos refers to the credibility, authority, and character of the communicator. It concerns whether the audience perceives the speaker as competent, ethical, and trustworthy. Ethos is strengthened through experience, expertise, and personal integrity.
F
FACEBOOK PIXEL
A Facebook Pixel is a piece of code inserted into a given website that sends data to Facebook if permission is granted. Tracking enables, among other things, digitally targeted ads to the visitor on the website and also allows measuring website visits from digital social media campaigns.
FACILITY MANAGEMENT
The term for an external supplier taking over tasks and creating a more optimal print solution for the task.
FACON CUTTING
Cutting of print according to standards or instructions.
FINISHING
All types of post-print processing. From binding, varnishing, and laminating to mounting and cutting.
FOAM BOARD
A type of very light board made of a plastic substance full of small bubbles, used to attach documents to in order to display them.
FOLD
Paper that is folded or creased with or without a folding line.
FELT
100% polyester material. Typically used for mats or carpets with a non-slip backing.
FOLDED LEAFLET
A printed item consisting of a single sheet that has been folded.
FLAME RETARDENT
Certified materials, fabrics, or films that have been treated to achieve flame-retardant properties. Commonly used in trade show areas or POS materials.
FLOOR ADVERTISING
Floor advertising usually used in the retail sector to highlight a message or create attention.
FLYER
A general term for inexpensive printed material or handouts. Typically a single A5 or A6 sheet printed on one or both sides. Flyers are not folded.
FOIL CUTTING
Contour-cut foil.
FTP SERVER (FILE TRANSFER PROTOCOL)
File Transfer Protocol. A password-protected server used for transferring and exchanging data files.
G
GDPR (GENERAL DATA PROTECTION REGULATION)
In Danish, "DATABESKYTTELSESFORORDNINGEN." As the latest common EU rules for data protection, it applies to the processing of information about individuals carried out by private companies, organizations, associations, public authorities, etc.
GLITTED
A paper term. Friction under pressure smooths the paper, giving it a smooth surface. When glazed, it has been coated before being ground. The more it is ground/calendered, the glossier it becomes.
GOLDEN RATIO
The golden ratio occurs with two objects which, once you divide the larger by the smaller, result in the number 1.6180 (or thereabouts). The most famous golden ratio is the golden rectangle, which can be split into a perfect square and a rectangle the same aspect ratio as the original rectangle. You might see this in image composition or website design and grid layout
GRAM WEIGHT
Indicates the weight of a paper sheet in grams per m2. Typical letterhead or copy paper is 80-90 g.
GLOSS COATED
See GLITTED.
GLUE BINDING
Binding method where the pages of a book are trimmed along the back edge. Milled and glued.
H
HALO EFFECT
A cognitive bias where a positive impression of a brand, product, or person influences overall perception, often used in branding and advertising.
HANDOUT
Printed promotional material (e.g., flyers or brochures) distributed directly to customers at events, stores, or public locations.
HASHTAG
A word or phrase preceded by “#” used on social media platforms like Instagram or X to categorize content and increase discoverability
HEADLINE
The main title or attention-grabbing text in an advertisement, article, or campaign designed to capture interest quickly.
HEATMAP
A visual tool used in digital analytics to show where users click, scroll, or focus on a webpage.
HOMEPAGE
The main landing page of a website, often serving as the primary entry point for users and a central hub for brand communication.
HOOK (Marketing Hook)
A compelling idea, message, or element designed to grab attention and engage the audience quickly.
HOT LEAD
A potential customer who has shown strong interest and is close to making a purchase decision.
HTML (HyperText Markup Language)
The standard language used to create webpages and structure content online.
HIERARCHY
Typographic hierarchy is an essential part of any design or layout. Typography hierarchy is a way to make the text more readable. Hierarchy is used in action on any website, newspaper or magazine etc. Without a typographic hierarchy, every letter, every word, and sentence in a design would look the same.
HYPERLINK
A clickable link that connects one webpage or digital resource to another.
HYPOTHESIS (Marketing Testing)
An assumption or prediction tested in experiments (e.g., A/B testing) to improve marketing performance.
HQ DIGITAL PRINT (HIGH QUALITY)
The digital print that approximates offset printing. It is typically based on roll paper rather than sheets. It has the same applications as digital printing but can also be produced on many types of materials. For banners, multi-fold brochures, posters, etc.
I
ICC PROFILE
A defined color conversion or a device's color technical properties. The profile allows adjusting colors to be as optimal as possible on each device. It can be, for example, for GRA27.
IDEA AND CONCEPT
Ideas are generally more abstract and undefined in their nature. They function as indications or feelings about opportunities or problems and have a broad solution space. They are useful in the early stages of the innovation process when exploring different approaches to a problem or opportunity. If the goal is customer loyalty, the idea could be, for example, a loyalty program, but the idea is not yet fully formed. Concepts, on the other hand, are much more concrete and specific in their nature. They represent clear solution proposals where it is clear how they should be realized. Concepts operate within a narrower solution space that involves fine-tuning, insights, and qualification. They are more susceptible to resistance since they are more fixed in their approach to solving a particular task. In summary, ideas are suitable for exploring different approaches and value propositions in early innovation phases, while concepts are more suitable for testing and getting feedback on specific solution proposals in later stages of the innovation process.
INKJET PRINT
Print in black/white or colors in a specific web width and can be printed on rolls to an infinite length.
INSIGHT
An understanding of the target audience's feelings and thoughts about the product that is interesting in relation to customer journeys and communication.
IMAGE MANIPULATION
Electronic alteration of scanned images, for example in connection with combining different images or color changes.
J
JPEG
File format for compressing high-resolution photos.
K
KERNING
Kerning refers to the space between two specific letters (or other characters: numbers, punctuation, etc.) and the process of adjusting that space improves legibility.
KEY ACCOUNT
A high-value client or customer that is strategically important to a business.
KEY ACCOUNT MANAGEMENT (KAM)
A strategy focused on building strong relationships with key accounts to maximize long-term value.
KEY MESSAGE
The central idea or primary point a brand wants to communicate to its audience in a campaign or communication effort.
KEY VISUAL
A dominant visual element used consistently across a campaign to create recognition and reinforce brand identity.
KEYWORD
A word or phrase that users type into search engines. In marketing, keywords are used in SEO and paid ads to attract relevant traffic.
KEYWORD CANNIBALIZATION
Occurs when multiple pages on a website compete for the same keyword, potentially harming search rankings.
KEYWORD DENSITY
The percentage of times a keyword appears in content relative to total word count. Important in SEO, but should be used naturally.
KEYWORD RESEARCH
The process of identifying relevant search terms your audience uses, helping guide content creation and SEO strategy.
K-FACTOR
A metric that measures how quickly a product or campaign grows through user referrals (viral growth).
KICKOFF MEETING
The initial meeting that starts a marketing project or campaign, aligning stakeholders on goals, roles, and timelines.
KIT (Media Kit / Press Kit)
A collection of materials (company info, images, stats, contacts) used to present a brand to media, partners, or advertisers.
KNOWLEDGE BASE
A centralized digital library of information (e.g., FAQs, guides, articles) used for customer support or internal communication.
KPI (Key Performance Indicators)
KPIs are used to track progress toward marketing goals. By defining the right KPIs for your business, you can continuously evaluate performance and make adjustments to optimize your marketing strategy.
See also LPI (Leading Performance Indicators) and TPI (Tactical Performance Indicators), which help identify which specific efforts are driving you toward your goals.
KPI DASHBOARD
A visual interface that displays key metrics and performance indicators in real time for monitoring marketing performance.
L
LAMINATION
Foil that protects print and print products. Simultaneously gives a glossy or matte plastic finish. Print can be laminated onto various types of plates depending on usage. The most common is lamination on foam board (lightweight boards), signboard cardboard, wood, or plastic, such as PVC.
EDITION The term for how many copies are printed or pressed from each original.
LAMINATION (WARM)
Uses a laminate that, when heated and pressure-pressed, melts onto the print sheet. Warm lamination can only be applied on both sides. It can be both matte or glossy.
LANDING PAGE
A standalone webpage designed specifically to convert visitors into leads or customers.
LAYOUT
LAYOUT is the arrangement and organization of visual or textual elements within a given surface or frame, such as a printed page, website, poster, or screen. It involves placing images, text, graphics, colors, and other design elements to create a harmonious and aesthetically pleasing composition. Layouts are used in graphic design, web design, printed media, and other visual media to present information or messages in a structured and effective manner. A well-executed layout takes into account both aesthetics and functionality to achieve the desired visual impression and facilitate understanding of the content. It is essential to note that the layout phase usually does not include precise texts, as this typically belongs to the subsequent drawing phase, where the document is prepared based on technical details and specifications.
LEAD
A potential customer who has shown interest in a product or service.
LEAD GENERATION
The process of attracting and capturing potential customers, often through forms, ads, or content.
LEAD NURTURING
Building relationships with leads over time through targeted communication until they are ready to buy.
LEAD SCORING
A method of ranking leads based on their likelihood to convert into customers.
LEADING
Leading determines how text is spaced vertically in lines. Leading is used when content that has multiple lines of readable text and ensures the distance from the bottom of the words above to the top of the words below has appropriate spacing to make them legible.
LEAD MAGNET
A free resource (e.g., e-book, checklist) offered in exchange for contact information.
LIFETIME VALUE (LTV / CLV)
The total revenue a business expects from a customer over the entire relationship.
LINE SPACING (Leading)
The vertical space between lines of text in typography.
LETTERSPACING (Tracking)
The spacing between characters in a block of text.
LINK BUILDING
The process of acquiring hyperlinks from other websites to improve SEO.
LINK EQUITY (Link Juice)
The value or authority passed from one webpage to another through links.
LIVE STREAMING
Broadcasting video content in real time on platforms like YouTube or TikTok.
LIVESTREAM SHOPPING
A sales format combining live video and e-commerce, allowing users to purchase in real time.
LANDING RATE (Conversion Rate on Landing Page)
The percentage of visitors who complete a desired action on a landing page.
LAUNCH CAMPAIGN
A coordinated marketing effort to introduce a new product or service.
LOW-FUNNEL MARKETING
Marketing activities targeting users close to making a purchase decision.
LEAD TIME
The time between the initiation and completion of a marketing activity or production
LOYALTY PROGRAM
A marketing strategy designed to encourage repeat purchases through rewards or incentives.
LOYALTY MARKETING
Efforts focused on retaining customers and increasing repeat engagement.
LONG-TAIL KEYWORDS
Highly specific search phrases with lower search volume but higher conversion potential.
LOCALIZATION
Adapting content, language, and messaging to fit a specific market or culture.
LOOKALIKE AUDIENCE
A target audience created based on similarities to an existing customer group, often used in paid advertising.
LOGO
A visual symbol representing a brand.
LOGOTYPE
A logo based primarily on stylized text (e.g., brand name in a specific font).
LOGOS
Logos is the appeal to logic and reason. It relies on structured arguments, evidence, facts, and rational explanation to persuade the audience through clear and coherent reasoning. Together, the three rhetorical appeals Ethos, Pathos, and Logos are often used in combination to achieve maximum persuasive impact in both written and spoken discourse.
LOOKALIKE AUDIENCE
Target audience that resembles the existing target audience on social media. A reflection of the target audience.
LOOSE LEAVES
Loose sheets with print on 1 or 2 sides.
M
MACINTOSH, MAC
A computer manufactured by Apple that is preferred in the graphic industry.
MARKETING MIX
Marketing mix explained: The four Ps are product, price, place, and promotion.
META DESCRIPTION
Meta description is an essential detail in SEO displayed below the title tag in Google search results. It is crucial to have a precise and relevant description to avoid a high "bounce rate" and encourage users to stay on the page. A more comprehensive description also increases visibility in search results and attracts more visitors.
METAL LISTS
Metal strips mounted at the top and bottom of banners.
MONOCOLOR
1-colored copy, expression for print or copy in one color. Means one pure color.
MOTIF MATS
Mats with print, typically used in stores.
NEWSLETTER
A letter that a company or organization publishes digitally or analogously. The word is a bit outdated, and other terms are preferred today, such as VIP NEWS or FIRST-COME-FIRST-SERVE NEWS.
HANGING RAILS
See metal strips, multi-hangers, mini-hangers, round bars, and channels.
N
NATIVE ADVERTISING
Ads designed to match the look and feel of the platform.
NATIVE CONTENT
Content tailored to fit organically within a platform.
NAVIGATION
How users move through a website or app.
NETWORK
Connections between people, brands, or platforms.
NETWORK MARKETING
A business model where products are sold through personal networks.
NEUROMARKETING
Marketing based on understanding brain responses and behavior.
NEWSLETTER
Regular email sent to subscribers with updates or promotions.
NEWS FEED
Continuous stream of content on social platforms.
NICHE
A clearly defined, specialized segment of a market.
NON-PAID REACH / ORGANIC REACH
Audience reach achieved without paid promotion.
NUDGING
Subtle design choices that influence user behavior.
O
OBJECTIVE
A specific, measurable goal that a marketing campaign aims to achieve (e.g., increase traffic, generate leads, boost sales).
OMNICHANNEL MARKETING
A strategy that provides a seamless customer experience across all channels (online, offline, mobile, in-store).
ONBOARDING
The process of guiding new customers or users through a product or service to ensure successful adoption.
ONLINE ADVERTISING
Promotion of products or services through digital channels such as websites, search engines, and social media.
ONLINE PRESENCE
A brand’s visibility and activity across digital platforms, including websites, social media, and search engines.
OPEN RATE
A metric in email marketing that measures the percentage of recipients who open an email.
ORGANIC REACH
The number of people who see content without paid promotion.
ORGANIC TRAFFIC
Visitors who come to a website through unpaid search engine results.
OUTBOUND MARKETING
Traditional marketing methods where brands push messages to audiences (e.g., ads, cold emails, telemarketing).
OFFER
A promotional deal or value proposition presented to customers (e.g., discount, bundle, free trial).
OFFSET
A printing method where ink is transferred from a plate to a rubber blanket, which is then transferred to paper.
OFFSET RESOLUTION
A pixel-based image's resolution is measured in the digital unit PPI (Pixels Per Inch). As a general rule, an image for offset printing should be 300 PPI, and a web image should be 72 PPI.
OMNICHANNEL COMMUNICATION
Omnichannel marketing involves coordinated communication where businesses or organizations create a cohesive customer experience across physical and digital channels.
ORGANIC POST
The organic content on social media, e.g., Facebook or LinkedIn, refers to the posts that you publish on your company page without a paid budget behind them. This means they are posts with content that is freely shared via the company page.
ORIGINAL PAGE The original is the page or pages that need to be printed. For example, a 48-page book equals 48 original pages.
ORPHANS
A is a single word, that appears at the end of a column or a page, separated from the rest of the text. Another related term is "WIDOW."
A Widow (sometimes called orphan) is a paragraph-ending line that falls at the beginning of the following page or column, thus separated from the rest of the text. Mnemonically, a widow is "alone at the top"
OUTSOURCING
Tasks or work that are outsourced to an external supplier.
ALIGNMENT The way a multicolor print is aligned so that colors fit precisely together or on top of each other.
P
PANTONE
Pantone colors are special colors used for printing. When printing with Pantone colors, there is no need for four colors in CMYK. In four-color printing, a color area consists of a halftone (dots), whereas a Pantone color is a solid color (a type of paint). This allows the colors to appear more solid and vibrant. https://www.pantone.com/graphics
PATHOS
Pathos involves the emotional appeal of a message. It seeks to engage the audience’s feelings—such as empathy, anger, fear, or joy—in order to create a strong emotional connection and enhance the persuasive effect.
PERFORATION
Dotted cutting through paper, used for tearing off coupons, e.g., payment slips or vouchers. GATEFOLD The paper is folded inward from both the left and right sides so that the folder opens like a gate.
POS
An abbreviation for Point of Sale material or situation.
POSTERS
The English term for posters, typically starting from A3 and larger.
POSTERSCREEN
A complete display system with metal rails at the top and bottom. It can be double-sided, allowing two prints to be mounted on the same stand.
POST PRESS PHASE
All forms of post-processing of print such as trimming, folding, binding, laminating and binding
PPI (PIXELS PER INCH)
Pixel per inch, a measurement unit for the amount of digitized information/resolution in a digital image.
PREPRESS
Graphic work that precedes printing: it includes layout, film work, setup, scanning, etc.
Preprinted sheets are primarily used in print. For example, preprint special logo color on paper. After that, variable text is printed. Used in connection with letterhead, business cards, manuals, printed newsletters, etc.
PREPRINT
Identical to prepress, except the work is subsequently printed instead of being pressed.
A digitally printed copy: input occurs digitally rather than analog. See also analog copy.
PRINT COVER
A cover, usually printed on cardboard or a relatively high gram weight.
PRINT FORMAT
The specific format in which a print is made.
Portable Document Format. The format is used to compress various types of documents. It allows locking the document, preventing editing, or adding different properties to the file, making it suitable for specific tasks, such as containing a form or a digital signature.
PIXELS FACEBOOK
A Facebook pixel is a piece of code inserted on a given website that sends data to Facebook, with permission. This tracking enables, among other things, digitally targeted ads to the visitor on the website and also allows for measuring visits to the site from digital social media campaigns.
PIXELS
A digital photo format consists of pixels, and the size depends on the resolution: DPI. Pixels are small squares in different colors that together form a digital image.
PLOT FILES
A plot file is a locked format of a DWG file, a print-safe AutoCAD format. It cannot be immediately opened and read in AutoCAD.
GATEFOLD A way to fold (bend) a brochure so that it opens in the middle like a gate.
PPC (PAY PER CLICK)
Pay Per Click, meaning payment per click. PPC marketing is used as a billing model where the advertiser pays each time an ad is clicked. PPC is used in online advertising, most often in connection with advertising on search engines like Google.
PURPOSE-DRIVEN MARKETING
In Danish, formålsdrevet markedsføring. The concept involves a strategy used by companies or organizations to raise awareness for a social cause. It can also be a purpose on other levels, which we can tell you much more about live.
Q
QUARKXPRESS
A graphic layout and desktop publishing program that is no longer widely used in the graphic design industry.
QUICK SCREEN
A display system using standard printing, typically UV inkjet on white film.
R
RASTER
Small dots used in CMYK printing to reproduce images in color.
REACH
The number of unique individuals who have seen a post at least once.
RESPONSIVE
Being responsive means reacting to something or someone, typically with a quick or positive response—though it can also be negative, for example in opinion-driven campaigns or grassroots movements.
In web design, it refers to a website’s ability to adapt its layout and appearance to different devices, such as mobile phones or tablets, compared to desktop viewing. Today, design is typically based on a mobile-first approach.
RESPONSIVE DISPLAY ADS
Responsive display ads automatically adjust in size, appearance, and format to fit different ad placements. Advertisers can upload assets such as images, headlines, logos, videos, and descriptions in Google Ads, which then automatically combines and optimizes them across websites, apps, YouTube, and Gmail.
RESPONSIVE SEARCH AD
A text-based ad typically shown at the top of a browser window on both mobile and desktop. Offered by platforms like Google as a core part of their business model alongside display ads.
When creating a responsive search ad, multiple headlines and descriptions are entered, and Google Ads automatically tests combinations to determine the most effective ones.
RETARGETING
Also known as remarketing. A term often used in Google Ads. It refers to showing ads to users who have previously visited a website. Retargeting is highly effective because it targets users who have already shown interest.
RGB COLORS
A color model used for digital displays, consisting of Red, Green, and Blue.
ROAS
"Return on Advertising Spend" A metric used to measure the effectiveness of advertising campaigns by calculating the revenue generated compared to advertising costs.
ROLL-UP BANNER
A portable display system that rolls up into a base, similar to a window blind. Typically 80–100 cm wide and 180–215 cm high.
S
SATURATION
The intensity or purity of a color in print or digital media. Higher saturation means more vivid colors.
SCANNING
The process of converting physical (analog) materials such as photos or artwork into digital format.
SALES FUNNEL
A model describing the customer journey from awareness to purchase and beyond.
SALES STRATEGY
The foundation of how sales are executed. The strategy defines how to achieve optimal sales, for example through different sales channels such as digital platforms (websites) or physical stores.
SEA (Search Engine Advertising)
A form of online advertising, also known as PPC (Pay-Per-Click), where ads are displayed on search engines such as Google. These ads, often labeled “Ad Results,” typically appear at the top or alongside organic search results.
SEGMENTATION
Dividing a target audience into smaller groups based on characteristics such as demographics, behavior, or interests.
SELF-ADHESIVE VINYL
Used with or without print, cut or uncut. Cut lettering can be applied for various decorative purposes, such as signage or window graphics.
SEM (Search Engine Marketing)
A type of marketing aimed at increasing visibility in search engine results for a specific website. SEM typically includes activities such as SEO (Search Engine Optimization), paid search (PPC/SEA), and link building.
SEO (Search Engine Optimization)
The process of optimizing a website to improve its visibility in search engines such as Google and Bing.
SERIF / SANS SERIF
Typography terms describing fonts with (serif) or without (sans serif) decorative strokes.
SHEET SIZE
The physical dimensions of a print sheet used in production
SIGN BOARD (Sign Cardboard)
Board material with a thickness of approximately 2–5 mm.
SEWING (Finishing)
The finishing process for banners, typically involving stitching materials together or attaching fastening elements.
SHEET FOAM BOARDS (Foam Boards)
See foam boards (e.g., Kapa boards).
SILKSCREEN PRINTING (Screen Printing)
A printing technique where ink is pushed through a mesh screen onto a surface.
SMART BIDDING
Automated bid strategies in digital advertising platforms like Google Ads.
SOCIAL MEDIA (SoMe)
An abbreviation for social media platforms.
SOFT PROOF
A digital preview of how a printed piece will look before production.
SOLVENT PRINTING
Printing with solvent-based inks on a wide range of materials such as vinyl, tarpaulins, and fabric banners. Large-format printing (several meters wide) is possible depending on the supplier.
SPAM
Originally short for “spiced ham,” spam in a marketing context refers to irrelevant or unsolicited emails sent to a large number of recipients who have not given permission to receive them. This often involves purchased email lists and is illegal under marketing laws due to lack of consent.
SPECIAL PUNCHING
Custom hole punching beyond standard formats (2 or 4 holes). Danish standard spacing is typically 8–8–8 cm between hole centers. Measurements may vary in other countries such as the US or Sweden.
SPIRAL BINDING
A binding method where holes are punched along the edge of printed sheets and a metal or plastic spiral is inserted.
SPINE
A term used in the production of binders or books, referring to the back edge that holds the pages together.
SPLIT TESTING (A/B Testing)
A method of comparing two versions of content to determine which performs better.
SPOT COLORS (Special Colors)
Colors that cannot be reproduced using standard CMYK printing. Often used for brand colors, such as Pantone (PMS) colors.
STAND-UP CARD
Printed material mounted on 2–3 mm cardboard with a support stand on the back.
STENCIL DIE (Die-Cutting Form)
Used to cut shapes and figures from printed sheets. Typically made from plywood and produced using laser cutting, with embedded blades that cut through the material under pressure.
STITCHING (Binding / Sewing)
See sewing (finishing process).
STORYTELLING (Brand Storytelling)
Using narrative techniques to communicate a brand’s message and values.
SUSTAINABILITY MARKETING
Marketing focused on environmental responsibility and sustainable practices.
SWOT ANALYSIS
A strategic planning tool evaluating Strengths, Weaknesses, Opportunities, and Threats.
T
TARGETING
Selecting specific audience segments based on data such as behavior, demographics, and interests.
TEXTILE PrINTING
Printing on fabric materials such as banners, clothing, or flags.
THUMBNAIL
A small preview image representing video or content.
TOUCHPOINTS
All interactions between a customer and a brand.
TRACKING
The collection of data about user behavior across websites and campaigns.
U
UX (User Experience)
The overall experience a user has when interacting with a product or website.
UI (User Interface)
The design and layout of user interfaces.
UPSELLING
Encouraging customers to purchase a higher-value product or upgrade.
URL (Uniform Resource Locator)
The address of a webpage.
V
Value Proposition
The value or benefit a company promises to deliver to customers.
Vector Graphics
Graphics based on mathematical paths that can scale without loss of quality.
Viral Content
Content that spreads rapidly through sharing.
W
Webshop
An online store where products are sold.
Wireframe
A basic layout or blueprint of a website or application.
X
X-height
X-height refers to the distance between the baseline and the mean line of lowercase letters in a typeface. For letters that extend above this height, such as “h,” the distance is called the ascender height, and for letters that extend below the baseline, the distance is called the descender depth.
XML (Extensible Markup Language)
A format used to structure and exchange data.
Y
YouTube Marketing
Marketing using video content on YouTube.
Yield Management
Pricing strategy to maximize revenue based on demand and capacity.
Z
Zero-Click Search
A search result where the user gets the answer without clicking a link.