The promotional products industry uses a number of different terms and buzz words. Here you will find a glossary of terms you can use as a reference guide. This will help you better understand the ad specialties industry, as well as be able to effectively and knowledgably communicate your ideas.
| Abrade |
To roughen a mesh surface, yielding what is termed "tooth." |
| Absorption |
Property which causes paper to take up liquids or
vapors in contact with it. In optics, the partial
suppression of light through a transparent or
translucent material. |
| Account-opener |
Direct premium offered by a bank or savings
institution to a depositor opening a new account. |
| Acetate |
Silklike in appearance and feel. Resistant to stretch
and shrinkage. Fiber-forming substance is cellulose
acetate. |
| Acknowledgement |
Written notice to a distributor from a supplier that an
order has been received. |
| Acrylic |
Soft and woolly. Appearance varies from smooth and
thin to a thick woven texture. Springs back when
crushed. |
| ActiveX |
A set of technologies created by Microsoft to enable
interactive content on Web sites. With ActiveX, Web
sites can be animated using multimedia effects,
interactive objects, and sophisticated applications that
create a user experience comparable to that of a highquality
CD-ROM. The same effects can be
experienced with Java, Shockwave and Flash - the
difference is that ActiveX is an exclusive Microsoft
product making use of ActiveX Controls. ActiveX
programs or "controls" are among the many types of
components that use COM (Component Object
Model) technologies to provide interoperability with
other types of COM components and services.
ActiveX controls are the third version of OLE controls
(OCX), providing a number of enhancements
specifically designed to facilitate distribution of
components over high-latency networks and to
provide integration of controls into Web browsers.
These enhancements include features such as
incremental rendering and code signing, to allow
users to identify the authors of controls before
allowing them to execute. Put more simply, an
ActiveX Control is an applet based on Microsoft
technologies that enables interactive content on Web
pages. |
| Ad Copy |
Lettering imprinted on any item. Usually an
advertiser's name, sales message, trademark or
slogan. |
| Advance premium |
Merchandise given to a new customer on the
condition that he or she earns it via a later purchase. |
| Advertiser |
Purchaser of specialties. Also know as an end-user or
buyer. |
| Advertising specialty |
Useful or interesting article or merchandise, usually
carrying an imprinted advertising or promotional
message, given with no obligation. Also known as a
giveaway, adcentive or promotional product. |
| Aetz |
Imitation lace made on a Schiffli loom. The end result
of the aetzing process. |
| Aetzing |
The process of eliminating the base fabric leaving
only the threads remaining, resulting in lace. |
| AI (or) .ai |
Adobe Illustrator |
| Airbrush |
Graphic technique in which ink is applied with compressed air, similar to spray painting, to render a
soft, airy effect. |
| Allover |
Continuous embroidery which covers all of the fabric
from selvage to selvage. |
| Analog color proof |
Off-press color proof made from separation films. |
| Anniversary plan |
Goodwill-building promotion in which employees or
customers receive a specialty or business gift on their
hiring anniversaries. |
| Anti-static |
Prevents the accumulation of static electricity and
helps keep the fabric from clinging to the wearer or to
other garments. |
| Application a.k.a. "app" "program" "software" |
Used interchangeably with program and software, this is a
general term for a program that performs specific
tasks, such as word processing, database
management, e-mail sending or retrieval, or Web
browsing. Unlike system software, which maintains
and organizes the computer system (such as the
operating system), an app is an end-user program. |
| Appliqué |
1. An embroidered motif, aetzed or cut, which can be
used as a separate embroidered figure (Schiffli
embroidery). 2. Fabric, which may or may not be
previously embroidered, sewn to another piece of
fabric or to a garment. |
| Argyle |
Multicolored diamond pattern used in knitwear,
especially socks and sweaters. |
| Art |
All illustration copy used in preparing a job for printing. |
| Art proof |
Artwork submitted for client approval, usually a blackand-
white stat of the camera-ready art. |
| ASCII |
Acronym for American Standard Code for Information
Interchange. The general specification of bits in a
computer to input, store, process, and output text
characters. |
| Attachment (or) attached file a.k.a. "enclosure" |
A file (or group of files) that is
included (or "attached") with an e-mail message. You
can attach files through almost any popular e-mail
program, such as Eudora or Outlook Express.
Usually, this is accomplished by simply clicking the
"attach file" button and then browsing through your
computer system to find and select the desired file or
image. Be careful with attachments, however, as they
stay on your computer unless you go into your
attachments folder and delete them. The best thing to
do if you want to save an attachment is to open it, do
a "save as," and put it in a folder on your computer.
That way, you can routinely go into your attachments
folder and delete them all without worrying about
losing one you want. Never open any attachment you
receive from someone you do not know; it may
contain a virus. |
| Author's alterations (AAs) |
Changes in type at the proof stages, made by and
chargeable to the client. |
| Award |
Recognition merchandise, often personalized, used to
acknowledge performance or milestones. |
