Terminology
We’ll help you to sort through the sea of acronyms and technical terminology the marketing worlds insists upon. Use our handy resource guide and discover that a GIF is not a type of peanut butter and that a JPEG is not something a one-legged pirate uses to walk.
Demographics
Statistics that characterize a group of people and include age, sex, nationality, marital status, education, occupation, income, mortality rate, etc. Typically demographics are used to identify potential customers but have little to do with buyer behavior, convictions or their perceptions.
Design
As a noun, a final result of a plan in the form of prototypes, sketches, conceptual renderings, blueprints, mockups, etc. As a verb, the process of creating and implementing a plan for a product, service or idea. Can also refer to the final product (ad, book, Web site, film, package, logo, etc).
Differentiation
Distinguishing the characteristics of a company’s products, services or brand with the competition; tangible and intangible benefits that guide marketing decision-making processes.
Direct Mail
A marketing tool sent through the mail, directly to the target audience to cause a specific response for the purpose of developing and prolonging mutually beneficial relationships.
Direct Marketing
Using databases to communicate directly with a specific, targeted audience used to elicit a nearly immediate response. It is comprised of an offer, all the requisite information from which to base a purchasing decision, a call to action and a response device.
Domain Name
The root name used when specifying the source of a Web site.
DPI
Stands for dots per inch. DPI specifies the resolution of an output device, such as a printer. Print resolution usually runs at 300 dots per inch.
Drop Shadow
A drop shadow gives an image depth by creating a shading behind a selected image.
Duotone
Applying two colors to provide for more image depth than a monotone (single-color image, usually grayscale) can provide. Duotones also use a color or colors to set the mood for a photo in a more stunning way than a full-color image can.
E-Blast
The mass distribution of a specific message, sent to a targeted list of e-mail addresses at a low cost to the distributor. This communication method allows the reader to instantaneously purchase, view or find information. Much like direct mail, the quality of the consumer list heavily weighs on the effectiveness of the method.
EBCDIC
Extended Binary Coded Decimal Interchange Code is a computer language used in mainframe computer programming, which is distinguished from the ASCII language used by smaller PC’s. It is descended from the corresponding six bit binary-coded decimal code that most IBM computer peripherals used in the late 1950s and 1960s.
Email Marketing
Email marketing is directly marketing a commercial message to a group of people using email. Organizations use a list of contacts to whom they send special offers, news, events, photos, promotions and other content in hopes of increasing sales, generating buzz, etc. U.S. firms alone spent an estimated $1.51 billion on email marketing in 2011. This is expected to grow to $2.468 billion by 2016.
Emboss
Embossing a graphic image adds dimension to it by making the image appear as if it were raised from a flat background.
EPS
Abbreviation for Encapsulated PostScript, which is a standard file format for importing and exporting graphics and formatted text. It is a PostScript file which contains a tiny blueprint about a graphic or page which allows for a more precise and detailed and accurate output. Many PDFs are created from EPS files.
Ethics
A branch of philosophy that analyzes moral conduct, the process by which behaviors and customs are developed and decisions are made. For example, if an artist were to create a sculpture from tin cans, would the piece be judged on the worth of the tin cans or the value of the project itself? Value can be dependent on elements such as time, reputation, experience, expertise, perception, geography, importance, culture and personal interest.
A social networking site that enables users to gather and connect with friends as well as with friends’ friends. Allows users to make new connections with others who share common interests in order to expand their personal network.
Favicon
An icon associated with a particular Web site that is typically displayed in a browser's address bar for identifying bookmarks.
Flash
Animation software from Macromedia that allows graphics to look the same across all browsers. One of the advantages of Flash animations is their relatively fast download time and interactivity. Disadvantages are that a plug-in must be installed to view the animations and that text found in a flash animation cannot be found by search engines.
Floating Variable
“Personalized” information that can be placed anywhere within a laser text, usually within a sentence.
Font
A font is a set of characters in a particular size and style of type. This includes the letter set, the number set, and all of the special character marks you get by pressing the shift, option, or command/control keys. For example, Arial Italic is one font, and Arial Bold is another font. Arial is a single typeface.
Foursquare
A location-based social networking site that doubles as a game. Users check-in at venues using text messaging or a device-specific application and are then awarded points or badges used to compete with friends.
FTP
Stands for File Transfer Protocol. FTP allows you to copy or send files from one computer to another via the Internet. It allows files of nearly any size to be immediately transferred.
