Throw Direct Marketing Terms Around Like a Pro!

Here’s a handy list of marketing terms that you may encounter during your next direct marketing campaign. See how many you know, pass them around, and throw direct marketing terms around like a pro! You’ll be fluent for your next campaign.

Bleed: When the design extends to the very edge of the page it is said to bleed. To print, the printable image must extend beyond the actual trim size of the piece to allow for the bleed.

Concepting: The act of brainstorming to create the best ideas (concepts) on target with identified goals.

Copy: The written portion of a marketing piece.

Copyright: (©) Legal rights granted to the creator of original written or visual work.

Copywriter: The individual who develops the written portion of a marketing piece.

Die-Cut: Shapes precision-cut in a printed piece using a formed metal-edged “die.” The die can be a pre-existing form or a unique shape can be custom made.

Gang Run: To make the best use of paper, multiple pieces are "ganged" together and printed on the same sheet of paper and then individually trimmed out. This is not always an option as feasibility depends on an equation involving the size of each piece, quantity, and the size of the press sheet.

Perf: Short for “perforation.” Small, precise holes applied on a marketing piece in a row, by the print press or a folding machine, in order to facilitate easy removal by the recipient (like a tear-off coupon.)

Proof: When used as a noun, this is a printed, one-dimensional representation of a project that is used to circulate for editing. When used as a verb it is short for “proofread” and is an important process of reviewing a project to find errors and ensure accuracy.

Specs: Short for "specifications." Specs typically includes details like size, quantity, paper stock, colors, and/or bindery instruction and are needed for accurate production and estimation of the project.

Stock Photo: A photo from a "stock house" that is sold to more than one client.

Tab: A small adhesive used to close a direct mail piece so that it doesn't open during mail processing. Comes in a variety of sizes, shapes, and materials.

Tagline: A short, memorable phrase that summarizes the unique benefit or positioning statement for a company, product, or specific promotion.

White Space: This is the area in a design that is void of text or images. Graphic artists use this strategically to capture attention and create effect.