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Pantone Matching System
A Pantone matching system is a color scale used to precisely match colors for printing. Each color has a coded number indicating instructions for mixing inks to achieve it. I love Pantone! Very much.

Point-of-Purchase (POP) Displays
Point-of-purchase displays are advertising display material located at the retail store, usually placed in an area where payment is made, such as a check-out counter.

Product Positioning
Product positioning is the consumer perception of a product or service as compared to it’s competition. This is due to branding and image advertising - Volvos are considered safer than Mercedes cars. McDonald’s is considered much more popular than Burger King. Pepsi is considered  to be of a younger generation that Coke.

Proof
A proof is normally the last pre-press operation, used to check for errors prior to printing an order.

Public Relations (PR)
Public relations is the business of generating goodwill toward an individual, cause, company, or product.

Publicity
Publicity is the dissemination of promotional material to draw interest or generate sales.

Resolution
Resolution refers to the number of pixels contained on a display monitor, like a television.

Rich Media
Rich media is a term used for advanced technology in Internet banner ads, such as streaming video, applets that allow user interaction, and special effects. Regular media isn’t going to do it much longer, so rich media is going to become much more prominent. Kind of like those stupid banners where you beat the president at arm wrestling or where the unseen lady speaks up about how you’ve won something.

Sans-Serif Type
Sans-serif type is a type style of lettering with no serifs, or cross strokes at the end of main strokes. This type of font can be awesome, but doesn’t make for the best legible font in large amounts.

Serif Type
Serif type is any type style that has cross strokes on the ends of the letters, such as Times, Baskerville, or Courier. Such as the one that is being used now. This is also much easier to read, hence a lot of novels (if not all) are typed out in this type of font. It’s more organic as opposed to geometric.

Spam
Spam is unwanted, unsolicited junk e-mail to a large number of recipients. Duh! We all get this.
Spread
Spread refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages.

Target Audience
A target audience is a section of the population that is identified as likely to be most interested in buying or being associated with a product. This has a lot to do with demographics and sociographics.
Teaser Campaign
A teaser campaign is an advertising campaign aimed at arousing interest and curiosity for a product. These can be totally awesome. More and more now they’ve been directing you to a webpage where you can participate in some sort of discovering / fun thing to learn more about what the campaign is.

Trade Advertising
Trade advertising is advertising undertaken by the manufacturer and directed toward the wholesaler or retailer. So it’s whoever makes a certain type of food product (say, organic bean burgers) selling it to the restaurants (Chili’s, TGIF, etc.) who will later sell it to you.

Trademark
A trademark is a name or symbol secured by legal registration that identifies a manufacturer’s or trader’s product or service and distinguishes it from other products and services. Icons, company names, brand names, and packaging can all have trademark protection. Trademark owners have the right to prevent others from using the same, or a confusingly similar mark, but cannot prevent others from making or selling the same goods under a non-confusing mark.

Transit Advertising
Transit advertising on signs that are located outdoors in public places. Such as bus shelters, subway posters, bus wraps, etc.

Typeface
Typeface is the style and design of a particular alphabet.

Typography
Typography is the art of arrangement, style, appearance and printing of type and typefaces. This takes much skill to do correctly and was one of my toughest classes.

Unique Selling Proposition (USP)
A unique selling proposition is a unique feature of a product that a competitor cannot claim. For example, Dove is always going to be known as the soap that floats, because they said it first and no one could say, “Me too!”

Viral Marketing
Viral marketing is a marketing strategy that encourages email recipients to pass along messages to others in order to generate added exposure. A very good example of this is the Subservient Chicken. How many of you have seen this? And how did you find it? No commercials for it, no advertising, but word of mouth certainly got the awesome Burger King page out and about.

Voice over
A voice over is the voice of an unseen narrator or of an on screen character not seen speaking in a movie.

White Space
White space is the blank area on a page where text and illustrations aren’t printed, an important graphic element in page design. And, might I add, is VERY important to have in almost everything graphic. Gives the eye a place to rest.

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