INDUSTRY TERMS – HELP AND TIPS FOR THE MARKETING CREW

A

 

ACOUSTIC PANELS

Panels that are perforated, for example to optimize sound in a room. Photos can be printed on these panels.

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ADOBE AFTEREFFECTS 

Software program for film editing.

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ADOBE ILLUSTRATOR

is a software program based on vector graphics used for example for illustration, logo and packaging design.

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ADOBE INDESIGN

A software program used for drawing and placing files from other programs such as vectorfiles from Illustrator or photos from Photoshop.

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ADOBE PHOTOSHOP

A software program  for processing of photos

 

A-FORMATS

• A0: 84.1 X 118.9 CM

• A1: 59.4 X 84.1 CM

• A2: 42 X 59.4 CM

• A3: 29.7 X 42 CM

• A4: 21 X 29.7 CM

• A5: 14.85 X 21 CM

• 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.

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ANALOG COPY

An analog copy is a copy of a psysical copy, print or original.

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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. 

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AUGMENTED REALITY

A digital interactive experience that combines real images and computer-generated files in either 2D or 3D.

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B

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BACK

A term used in the production of ring binders or books.

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BANNERS

Digital files that can contain text, photos or film and can be interactive with link buttons to ie. websites. They can also be physical banners used on for example buildings, construction sites fences etc.

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BLEED

Or cropmarks. Used where the print goes to the edge. Usually the bleed is 3mm beyond the format on all sides.

 

BLEED

The printed area beyond the crop, also called bleed. 

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BOOKLET

A term for a small folder. 

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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. 

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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.

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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.

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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.

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BRASS EYES

Eyes of brass, steel, or plastic in various diameters used for threading in banners.

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C

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CAC

Customer acquisition cost is exactly what it sounds like — the cost associated with turning a lead into a customer.

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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.

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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.

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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.

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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%.

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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 C

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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.

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CUTMARKS

Marks inserted into the layout Crop marks are also known as "cropmarks" 

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CUTOUT

The removal of the background behind an object in a photo.

 

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.

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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.

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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.

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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). 

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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.

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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 is banner advertising on the internet with images and texts, conveying sales messages or other communications. The banner can be static as an image with text or include moving graphics or be a video banner, although the latter is not on all media. See also RESPONSIVE

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DISPLAY ADS DISTRIBUTION

Distribution of digital posts on social media or physical distribution of magazines, newspapers, etc. Regarding the latter, it covers shipment, packing, and delivery of physical prints.

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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.

 

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E

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ENGAGEMENT

Being interested, occupied, or emotionally involved in something or someone. An expression used in social media or websites describing an action.

 

ENGAGEMENT MARKETING

Engagement Marketing is the use of targeted customer interactions. After analyzing sales data within consumer behavior, meaningful content and experiences can be created that evoke desirable emotions in the target audience and ultimately create an interaction – an action.

 

EPS FILE (ENCAPSULATED POSTSCRIPT FILE)

A file type and format used for digital photos or drawings. Utilizes vector and pixel-based files.

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F

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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.

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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.

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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.

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FELT

100% polyester. Used for mats or carpets with a non-slip backing.

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FOLDER

Print or publication with only one sheet that is folded.

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FLOOR ADVERTISING

Floor advertising usually used in the retail sector to highlight a message or create attention.

 

FLYER

A general term for inexpensive print, publication, or handout. Typically only one sheet in A5 or A6 with print on one or both sides. The flyer is not folded.

 

FOIL CUTTING

Contour-cut foil.

 

FTP SERVER (FILE TRANSFER PROTOCOL)

Server with password used for exchanging data files.

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G

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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.

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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

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GRAM WEIGHT

Indicates the weight of a paper sheet in grams per m2. Typical letterhead or copy paper is 80-90 g.

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GLOSS COATED

See GLITTED.

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GLUE BINDING

Binding method where the pages of a book are trimmed along the back edge. Milled and glued.

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H

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HANDOUT

An American term for a flyer or merchandise distributed to end customers.

 

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.

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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.

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I

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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.

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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.

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INKJET PRINT

Print in black/white or colors in a specific web width and can be printed on rolls to an infinite length.

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INSIGHT

An understanding of the target audience's feelings and thoughts about the product that is interesting in relation to customer journeys and communication.

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IMAGE MANIPULATION

Electronic alteration of scanned images, for example in connection with combining different images or color changes.

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J

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JPEG

File format for compressing high-resolution photos.

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K

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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.

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KPI
Key Performance Indicators are used to track progress towards marketing goals. By setting 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 (LPIs) and tactical performance indicators (TPIs) can help you understand which specific efforts are propelling you toward your goals.

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L

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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.

 

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.

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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.

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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.

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LOREM IPSUM

Lorem Ipsum is simply dummy text used by the design industry. It’s used as placeholder text in a layout and has a more-or-less average distribution of letters, making it look like readable English.

 

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M

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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.

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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.

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METAL LISTS

Metal strips mounted at the top and bottom of banners.

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MONOCOLOR

1-colored copy, expression for print or copy in one color. Means one pure color.

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MOTIF MATS

Mats with print, typically used in stores.

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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.

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HANGING RAILS

See metal strips, multi-hangers, mini-hangers, round bars, and channels.

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OFFSET

A printing method where ink is transferred from a plate to a rubber blanket, which is then transferred to paper.

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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.

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OMNICHANNEL COMMUNICATION

Omnichannel marketing involves coordinated communication where businesses or organizations create a cohesive customer experience across physical and digital channels.

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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.

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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"

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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.

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P

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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.

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POS

An abbreviation for Point of Sale material or situation.

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POSTERS

The English term for posters, typically starting from A3 and larger.

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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.

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POST PRESS PHASE 

All forms of post-processing of print such as trimming, folding, binding, laminating and binding

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PPI (PIXELS PER INCH)

Pixel per inch, a measurement unit for the amount of digitized information/resolution in a digital image.

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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.

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PREPRINT

Identical to prepress, except the work is subsequently printed instead of being pressed.

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PRINT

A digitally printed copy: input occurs digitally rather than analog. See also analog copy.

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PRINT COVER

A cover, usually printed on cardboard or a relatively high gram weight.

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PRINT FORMAT

The specific format in which a print is made.

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PDF

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.

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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.

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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.

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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.

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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.

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