Marketing Playbook
Glossary Index and Hard to Find Definitions
of Marketing & Selling Terms, Acronyms, Jargon

A-B | C-D | E-M | N-R | S-Z

E

.eps—See Illustrator EPS files.

F

Flash—Vector graphic animation software from Adobe (formerly, Macromedia) that allows Flash graphics to look the same across all browsers, as long as the plug-in is installed. One of the advantages of Flash animations is their relatively fast download time. Play 22, 45, 71, 72.

Folding dummy—A handmade replica of a printed piece to show a printer (or client) what the final work should look like. Play 27.

Four-color process—See Full color. Play 5.

Frequency—A measurement of an ad’s exposure in terms of how many times a given ad is seen by a reader or viewer. Play 11.

FTP—File Transfer Protocol that enables a user to move files from a distant computer to a local computer using a network like the Internet.

Full color/Four color process—A printing process that combines four colors (cyan, magenta, yellow and black) to create full color images. It is used to reproduce continuous tone color photographs or to match colors. The colors are printed on top of one another to produce the desired image. See also CMYK. Play 5.

G

Grayscale—An image made up of varying tones of black and white to trick your eye into seeing shades of gray. Grayscale is not synonymous with black & white. Play 5.

.gif—GIF images are the most widely used graphic format on the web. GIF images display up to 256 colors and may include a transparent color, allowing a graphic to more or less blend in with the background. A GIF graphic file may also contain two or more images shown in a timed sequence to give the effect of motion (also known as an animated GIF). Stands for Graphics Interchange Format. Play 5.

Gradient—A gradient is a gradual transition of colors.

H

I

Identity—See Corporate Identity.

Illustration—Original illustration created specific and custom to your needs. All of the illustration in my book, for example, is orginal illustration by Aaron Ashley, a good friend of mine. As it turns out, Aaron played football through semi-pro and knew, firsthand, what all of the football elements looked like. Cool enough? Compare this to Stock Illustration. Play 75.

Illustrator EPS Files—Files created and saved in a vector format for use with Adobe Illustrator software. The vector format is an encapsulated postscript file (EPS) and has the file extension: .ai or .eps. See also Vector Graphic.

InDesign—The new challenger to Quark XPress for page layout tools. Now available for both Macintosh and Windows. InDesign is made by Adobe. Plays 16, 20, 27.

Intellectual Property—An idea, invention, formula, literary work, presentation, or other knowledge asset owned by an organization or individual. Intellectual property can be protected by patents, trademarks, service marks, and/or copyrights. Play 7.

J

.jpeg, .jpg—Abbreviation for Joint Photographic Experts Group. File format for full-color and black-and-white graphic images. JPEG images allow for more colors than GIF images and are usually smaller in size. Play 5, 60, 72.

K

Kerning—See letter spacing.

L

Layout—The way in which graphics and typographic elements are placed on a page.

Leading—See line spacing.

Letter Spacing—The amount of space that separates letters in a word.

Line Spacing—The amount of space that separates lines of type. The measurement from the baseline of one line of type to the baseline of the type immediately below it.

Localization—The tailoring of an offering to meet the specific needs of a geographic area, product, or target audience.

M

Marcom—Marketing-Communications. The staff who do the everyday Marketing tasks which may include proposals, maintaining your web site, putting out press releases, setting up tradeshows, designing direct mail, etc. These people report to a director-level or C-level person responsible for Marketing, Sales and Marketing, or Sales. Some or all of this work may be outsourced to an advertising, Marketing or PR agency.

Mark—The general term for a trademark, service mark and design mark.

Marketing—Everything you do to get your Sales Reps in front of a Prospect or Customer (and keep them there). This encompasses strategy, tactics, and many other types of business activities (e.g., strategic planning, branding, PR, tradeshows, direct mail, web site, graphic design and presentations).

Match Color—A color that is reproduced using a specially mixed ink instead of a four-color process color.

Media—Forms of communication, including printed and electronic. .mpg, mpeg—Video file format that embeds sound and motion picture. May require a special player to view. Play 72.

Media Kit—This is the sales kit from a publication sent to potential advertisers. It describes the publication, its readers, the advertising rates. It always includes the editorial calendar for the coming year, which provides you with a bit of a roadmap of what kinds of topics the publication covers. Most publications are audited, and if they are, the audit statement will also be included.