Glossary
19 june, 2012
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Acrylic
An ink which contains acrylic polymers. Acrylic ink is used to print on some plastics and other substrates. Works well on applications that are going to be exposed to the outdoors.
Acrylic slabs
It is a sheet form polymeric material used in outdoor advertising, lightning equipment and constructing. Advantages: long-term resistance to the environment, high impact strength, light weight, resistance to thermal effects (max 80 degrees), good light transmission (for a transparent glass), good light scattering (for a matte glass), UV light high resistance (does not become yellow or fragile even after prolonged exposure of the environment). It is resistant to inorganic chemicals, acids, alkalis, salts and their solutions.
Advertise on pillars
(triangular light stands, stylized antique round pillars, round pillars in the modern style). Advantages: Usually tables are placed in the historic part of the city - on sidewalks, in the centers of squares, pedestrian areas, lawns.
Advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients.
Advertising concept
is a briefly stated clear idea around which an ad or marketing campaign is organized. The reasoning behind an idea, strategy, or proposal with particular emphasis placed on the benefits brought on by that idea. Examples of concepts include the design for a new automobile or the pitch behind an advertising campaign.
Advertising contact
It is an opportunity for a particular customer to see or hear an advertisement.
Advertising idea
is the basic idea taught in to the target audience, the content of advertising message. Advertising idea is based on knowledge of customer needs and features of the advertised goods.
Advertising in the airports
Advantages: advertising at the airports can attract attention of huge number of people to your message, allows you to tell about your products and services to people with high income.
Advertising in the underground
Underground is at the heart of every culture and community offering the most efficient method to reach a huge array of audiences. The Tube now regularly carries more than million people a day. This staggering figure reflects the daily decisions of millions of workers, tourists, shoppers and residents. Advertising in this unique environment not only allows advertisers to broadcast their message to everyone, it also offers a unique level of consumer engagement. With an average of 3 minutes waiting time on platforms, commuters have plenty of time to read, consider and take in your message. Moreover, 87% of consumers welcome Tube advertising as it provides a welcome distraction during their journey.
Advertising on bridges and overpasses
Advantages: Usually bridges and overpasses are great to place advertising media with image advertising (often cars are speeding along the routes very fast, so sometimes it is difficult to see the text in middle-sized font).
Analog Color Proof
Color Proof is an important technological product in manufacturing printed materials. At the stage of producing color proofs, we can verify the correctness of color separation before printing the circulation, thereby avoid considerable expenses caused by possible prepress errors. Having received a color proof, you have the opportunity to see your work “in color” before the circulation is printed and, if necessary, make corrections to the layout.
Arc
For engraving, tool path that deflects by a certain number of degrees (such as 45°, or 90°) to create a curve. Also, the curved baseline for placing characters in circular layouts
Awning An awning or overhang
is a secondary covering attached to the exterior wall of a building. Advantages: used for decoration of entrances.
Awning
An awning or overhang is a secondary covering attached to the exterior wall of a building. Advantages: used for decoration of entrances.
Back light
is a decorative lightning of the rear part of the outdoor advertising structures.
Banner
A sign usually made of fabric, vinyl or other non-rigid material with no enclosing framework. May be painted, screen printed, digitally printed or decorated with vinyl.
Belt light
a led system for light letters.
Billboard
Large format advertising displays intended for viewing from extended distances, generally more than 50 feet. Billboard displays include, but not limited to: 30-sheet posters, 8-sheet posters, vinyl-wrapped posters, bulletins, wall murals and stadium/arena signage.
Brand
An identifying symbol, words, or mark that distinguishes a product or company from its rivals. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.
Brand guide
is a list of branding rules. It is a functional tool which allows to solve a lot of problems: from the defense of corporate image (product) to the forming of relationship with the dealer network.
Brand mower
Is an advertising construction located on the building walls. 6x3 meters billboards located on the building walls are also related to the brand mowers. Advantages: unlimited size and location in part of the city, even in the historical centre. Dimensions of the brand mower could very different; it depends on the wall size and financial resources of the customer firm.
Branding
The promoting of a product or service by identifying it with a particular brand.
Bus Frame
Advertising panel with a backlight installed on the bus or car roof. Usually it is made of transparent film with backlit. Advantages: has all the advantages of the dynamic advertising media – attractive and not boring, mobile, wide coverage of costumers, visible in the night time.
Cellular polycarbonate
has high light transmission, thermal insulation and excellent impact elasticity, UV resistant. Advantages: used in advertising as a lightweight and shock-resistant base for billboards and light boxes.
Chain line
is lighting with the introduction of LED modules that address the needs of many lighting applications.
Chromacity
It is a number of colors in which the product is printed. Usually it is denoted as 4+0 (more than 4 – full color), 1+1, etc. The first digit referred to the number of colors on the front sight, second on the back.
City light
a slim light panel (1,2 x 1,8) mounted on its own stand.
City-format
a free-standing structures (outdoor furniture with advertising on sides format 1.2 x 1.8 m) Task Force are pedestrians and traffic participants.
Clutter
Literally – disturbing stories. The masses of advertising and informational plots transmitted in the short time intervals. As they compete with each other for the attention of the listener or viewer, it reduces the perception of each of them separately. With regard to the outdoor advertising – a large number of billboards located in the small distance from each other.
Color separation
The act of decomposing a color graphic or photo into single-color layers. For example, to print full-color photos with an offset printing press, one must first separate the photo into the four basic ink colors: cyan, magenta, yellow, and black (CMYK).
Copywriter
A copywriter is the person who comes up with the ideas and words (or "copy") that get an advertising or promotional message across clearly and effectively. Traditionally, a copywriter's job was to create the text for advertisements, promotional brochures, and other public relations communications.
Corporate identity
It is a unity of permanent visual and textual elements that are identify the belonging to a particular company and distinguish it from rivals.
Corporate image
It is an image of the organization in the public.
Creativity
It is a creative component of the advertising activity.
Cutter
Cutting plotter. Advantages: designed for cutting of vinil films and drawing as well.
Cutting Plotter
It used for cutting images from vinyl films for indoor and outdoor advertising, stencil films, materials with a reinforced adhesive coating. Cutting Plotter can be used as a graphic plotter. Advantages: high cutting speed (acceleration time up to 1000 mm / sec in 0.25 sec), cut from a roll and sheet, a new generation pinch rollers allow to cut from a 50 meters roll continuously, conveyer roller system supplying material, built-in control panel and etc.
Digital printing
any kind of printing using computer technologies (inject, laser, electrostatic, offset printing).
DPI
Each pixel of an image is created by a series of tiny dots. Generally, the higher the DPI, the better the tonality of the image, colors should generally look better and blends between colors should be smoother. A 1200 dpi printer uses 1200 dots of ink in every inch of your print.
Duralight
It is a flexible PVC cable with a chain of leds inside it.
Dye sublimation ink
differs from common dye-based ink because the ink is transferred to the medium from a solid state to a gaseous state. The medium for dye sublimation has a special coating to trap the ink, resulting in more precise blends than those created by fine dots from an inkjet printer. Since the dye sublimation ink penetrates the medium, the ink dries instantly and does not fade over time. According to DyeSubInks, select models of inkjet printers can be used with dye sublimation inks because the printer heads use micro Piezo print head technology, which transfer sublimation ink through the jets.
Eco-Solvent
Eco-solvent is a form of the non-water based ink that is made from ether extracts taken from refined mineral oil; the cognitive implication of the term "eco" which brings to mind the idea of an ecologically sound product is an inaccurate assumption when applied to this form of solvent ink because neither the material used in making it nor the creation process are ecologically conscious choices. Eco-solvents are also known as soft or mild ink; this form makes the creation of a reliable printer easier because of its slow dry time and the need for multiple heaters in the printer.
Eyelet
is a metal casing of a hole in the soft materials.
Flatbed laser plotter
It is used for cutting and engraving of materials for indoor and outdoor advertising, indoor design and industry. Processed materials: wood, glass, plywood, plastic, Plexiglas, fabric, stone surface, leaver. Advantages: reliability, safety, electronic control of the operations, a powerful 60 W laser, etc.
Flatbed plotter
is used for cutting and engraving of materials for indoor and outdoor advertising, design and industry. Processed materials: vinyl film, PVC plastic, wood, Plexiglas, metal, leather, fabrics. Can be used as a graphic plotter. Advantages: a wide range of mounted tools, vacuum clamping system with the ability to adjust on various areas.
Floor Graphics
Floor graphics are the perfect material for retail display, aisle markers, exhibition halls, promotional events, museums and airports. The floor graphic can be easily cleaned and has an excellent slip and wear resistance during it's functional life, short term exposure to water, cleaning agents, IPA (Isopropylalcohol), diluted acetic acid, salt spray when used on indoor floors, will not damage the surface.
Fluorescent lamps
UV lamps are irradiators with the long-wave ultrawave radiation. Advantages: used to create light effects in shop windows, theatres, bars, etc.
Foil appliqué
Foil applique Technology advertising design, based on the use of polyvinyl chloride films of wide color gamut. Advantages for the manufacture of graphic elements using computer graphics and special cutting plotters, which provides high precision and good compositional solutions. Have great longevity (1-10 years). High contrast and color incomposite. Can be applied to the surface of any shape.
Frieze
Is a long and narrow flatness on the facade of the building, used as a supporting structure for advertising materials (letters, logos, etc.).
Gas-discharge sign
is a sign made of neon tubes. Advantages: nonstandard, colorful advertising that attracts attention by its originality.
Hard poster
Board with an advertising image on a fold out leg.
Informational plate
Informational plate is a flat structure placed at the entrance of the organization (usually it includes the name of the company, sphere of activity and working hours).
Ink acclimatization
Ink acclimatization is bringing the temperature of the printing ink in a state of equilibrium with the ambient air temperature in order to ensure proper conduct of the printing process. The ink should be delivered to the workshop at least within 24 hours before the printing. It is not recommended to load in to the printer ink that has been just delivered from a cold, it can cause a drag and drop of paint to the back side of the media.
Led garland
is usually used for trees and building decoration during holidays or promotional activities. Advantages: look light advertising.
Light advertising
is a kind of outdoor advertising. It is reoffered to neon signs, light boxes, electronic moving text, screens, etc.
Light box
is an advertising tablet with a backlit. Advantages: light boxes are usually installed on sidewalks and transportation stops of crowded streets. That allows to a large number of people to see this kind of advertising.
Light mesh
usually used for indoor and outdoor window decoration of cafés, bars, shops, etc. Advantages: look light advertising.
Light poster
is a kind of outdoor advertising which constitutes a light box with a size of one advertising plane (approximately 1.2x1.8 m.) regardless of the number of advertising planes. It can be freestanding or mounted on poles, including street lighting poles.
LPI
Lines per Inch It is a measure of the fineness or coarseness of the screening in photographs and tints in a printed piece. The term comes from back when we halftoned images by photographing them through screens, which are pieces of film with a pattern of dots on them--you measured off an inch and counted the number of dots in a straight line.
Manifold
vacuum pipes and taps system designed for pumping and filling of neon pipes.
Mark
Name, term, sign, symbol, image or a combination of them identifying goods or services of one or several manufacturers or sellers and distinguishing them from the competitors.
Marquise
It is an advertising media that constitutes of an awning on a soft or a rigid base or a moving sun protection canopy with the information about the company located on them.
Mass media
refers collectively to all media technologies that are intended to pass an advertising message to a large audience via mass communication.
Mobile
It is a suspended on the ceiling or mount light (plastic or cardboard) advertising structure. Advantages: this kind of advertising accepts more customers’ attention because usually space over people’s heads is not filled by advertising.
Mock-up
is a text and graphic materials which are combined into a unified layout, from which the printed advertisement is made by means of polygraph.
Mount
It is a metal structure that is used for mounting. Advantages: it is used in the outdoor advertising for the mounting of light boxes to vertical structures.
Neon
is a gas, which is widely used in the creation of illuminated advertisings, signs, etc.
Neon sign
Is a kind of light sign. Produce of them is based on the use of neo gas-discharge lamps with a wide range of colors. Lamps made in the form of tubes of arbitrary length and shape.
Oracal
is one of the most popular self-adhesive vinyl films. It is widely used in the outdoor advertising. Advantages: high quality German film, a wide range of colors.
Outdoor advertising
Any advertising done outdoors that publicizes your business's products and services. Types of outdoor advertising include billboards, bus benches, interiors and exteriors of buses, taxis and business vehicles, and signage posted on the exterior of your own brick-and-mortar location.
Pantone
The Pantone Color Matching System is largely a standardized color reproduction system. By standardizing the colors, different manufacturers in different locations can all refer to the Pantone system to make sure colors match without direct contact with one another. One such use is standardizing colors in the CMYKprocess. The CMYK process is a method of printing color by using four inks — cyan, magenta, yellow, and black. A majority of the world's printed material is produced using the CMYK process, and there is a special subset of Pantone colors that can be reproduced using CMYK . Those that are possible to simulate through the CMYK process are labeled as such within the company's guides.
Pigment dyes
It is an ink base for digital printing. Advantages: high moisture and UV rays resistance.
Pillar
external folding advertisement made of plastic or metal. It is widely used because of the convenience and mobility. Pillars could be unilateral, bilateral and foldable.
Pixel
The smallest unit of a digitized image created by a digital device, such as a computer, camera, or scanner. Pixel is short for “picture element”. The more pixels per inch the better the resolution. On computer monitors, the display is divided into rows and columns containing thousands or millions of pixels. Each pixel is composed of three dots representing the three color channels of red, green, and blue light that are necessary for creating a color image on computer monitors and television screens.
Placard
A sign or notice for display in a public place. Advantages: low cost per, effective for informing and branding advertisement too.
Plotter
It is a device connected to a computer to obtain images on various media. Differ: pen, ink, cutting, etc plotters. Advantages: widely used in the manufacturing of outdoor advertising.
Polycarbonate
a type of plastic used for manufacturing of outdoor advertising.
POS – point of sales
means of design of sales points. It is referred to design of shops – signs, panel mounting brackets, pillars, stickers, mobiles, flyers, etc.
Positioning
referred to forming in the minds of consumers a clear image of the company or product different from competitors.
Poster
A large, usually printed placard, bill, or announcement, often illustrated, that is posted to advertise or publicize something.
Poster
A poster is any piece of printed paper designed to be attached to a wall or vertical surface. Typically posters include both textual and graphic elements, although a poster may be either wholly graphical or wholly text. Posters are designed to be both eye-catching and informative. Posters may be used for many purposes. They are a frequent tool of advertisers (particularly of events, musicians and films), propagandists, protestors and other groups trying to communicate a message. Posters are also used for reproductions of artwork, particularly famous works, and are generally low-cost compared to original artwork.
PPI
The PPI of your image will affect the print size of your photo and will affect the quality of the output. If you enlarge a raster image beyond the recommended ratio, there will be too few pixels per inch in the output. The pixels in the image will be too large, and will result in a pixelated image (jagged edges and poor resolution). The optimum PPI for your image this will depend on the size of the print. If you have a large print that you are looking at from a distance you can get away with a lower PPI and still have the image look fine.
Prismavision
is an advertising media, which at first glance very similar to billboards, but instead of a static image there are three images on prismavision replacing each other by turning the triangular elements each time creating a new image. Advantages: these advertising structures allow the customer to place advertising in the most popular places of the city if there is no possibility to install a few billboards. Images’ changing attracts additional attention. Usually images for placement on prismatron are printed on adhesive tape.
Profiles for the manufacturing of information signs and light steles
Refers to aluminum profiles systems of which information signs of various shapes and sizes are created quickly and easily. Advantages: system is suitable for advertising and information posting with backlit and without it.
Protective case
Protective case is a metal box that houses all the electrical parts of the sign. Advantages: it is usually used for mounting of volume light letters.
Public transport advertising
It is advertising on the sides of transport vehicles, in the waiting rooms, on the platforms, bus stops, inside the transport vehicles (including commercials broadcasted in the buses and trolleys), etc.
PVC
is a basis for a set of promotional materials – films, fabrics and plastics.
PVC slabs
foam boards with a glossy surface used in outdoor advertising and constructing. Advantages: resistance to bending, low density (0.7 g / cc.), temperature resistance, shock resistance, vibration absorption, weatherproof, water repellency, no susceptibility to corrosion, resistance to chemicals that do not support combustion, the surface is ideal for applying paints and adhesive films, well glued, suitable for indoor and outdoor use without pretreatment.
Pylon
is a free-standing advertising structure with an internal suspension and one or two advertising fields, usually 1.2x1.8
Railway station advertising
Advantages: anyway all the citizens of the city use at times use rail way. This kind of advertising effectively works 24/7.
Regional advertising
is a promotional campaign in one area, taking into account its special features (traditions, life, living standard, etc.)
Reprint
is something that has been printed again.
Road signs
This kind of sign is placed, as the name implies, on roads. Advertisement size often depends on the size of the road sign on which it is placed. Advantages: As the road signs are an important source of information for drivers, advertisement placed on them falls into a zone of their attention too.
Roof constructions
Roof constructions are exclusively branded structures on the buildings roofs made of different materials with the usage of neon, external and internal lights.
Sandwich panel
is a structural panelconsistiof core of one material enclosedbetween two sheets of a different material. Advantages: used indoor and outdoor window decoration of cafés, bars, shops, etc.
Scrolling banner
is an advertising structure with back lit and a roller for images scrolling. 2.7x3.7 is the largest format for city advertising structures.
Self-adhesive vinyl
is a flexible and versatile material that can be used to make eye-catching signs and logos for business or personal use. It is commonly used to create outdoor and indoor graphics for advertising, but can also be used to decorate walls, windows and other areas of an office or home. The material is available from many printing supply manufacturers around the globe, and is strong enough to withstand high temperatures and water.
Showcase
is a glazed box, case or window adapted for an exhibition of various objects. Also showcase is a display of goods separated from the customer by a transparent partition.
Sign
is an advertisement. Mostly it is a small size construction with the name and kind of activity of the company; usually it includes corporate identity elements – corporate colors, special design of the company. It is placed at the entrance of the building. Advantages: allows presenting of the company to potential customers and partners before they enter the office.
Simon
Three-sided backlit advertising structure with curved surfaces 3x1.6 m format.
Solvent Inks
Inks that use solvent as a carrier. Commonly used for printing onto vinyl, and offering good outdoor durability. Printers using solvent-based inks emit VOCs and should be ventilated.
Stele
is a tall, extended in the vertical plane advertising structure that is installed in close proximity to the advertised object.
Sticker
is a small sized printed label. Advantages: reliability, durability and reasonable price.
Super size advertising
is a freestanding large size structure with external illumination. They dominate over other advertising format sand usually located on the main highways.
Tender
It is commercial competition between potential performers of a particular order declared by the customer. Tender is one of the main performer selection methods in large-scale advertising campaigns.
The associativity of the trademark
It is referred to the ability to survive in the minds of the customers, idea of the marked product, any of its properties or geographical origin.
Translucent film
is intended for advertising constructions with internal illumination. It is a transparent material with light-diffusing coating.
Troll
Billboard attached to the stretch marks of the power lines of trolleybuses or trams across the movement of public transportation.
Usable area
Place on a board, within which you can place textual and graphic information. Advantages: placing advertising message in the usable area the advertiser receives an opportunity to convey to the consumer the essence of advertising messages.
UV Printing
UV printing is different from conventional printing in many ways. It is still ink on paper but the ink dries through a completely different process. Instead of having solvents in the ink that evaporate into the air and absorb into the paper, UV inks dry through a photomechanical process. When the inks are exposed to ultraviolet lights they turn from a liquid, or paste, to a solid. There is significantly less evaporation of solvents and much less absorption of the ink into the stock.This is advantageous for many reasons. One of the biggest advantages of UV printing is that there are fewer emissions of volatile organic compounds into the environment since there is no evaporation of the solvents like with conventional inks. Another advantage of UV printing is that the inks can dry on plastic and other non-porous substrates. Because the inks dry through a photomechanical process it is not necessary for theink solvent to absorb into the stock.
Varnishing
A thin, liquid protective coating, either matte or glossy, that is applied to the product. It adds protection and enhances the appearance of the product. It can be applied as an all over coating or it can be applied as a spot coating.
Vector Graphics
Vector graphics is the use of geometrical primitives such as points, lines, curves, and shapes or polygon(s), which are all based on mathematical expressions, to represent images in computer graphics. "Vector", in this context, implies more than a straight line.
Video Panel
Video panel is an advertising carrier electronic screen. There is a variety of video panels, mostly large ones. Advantages: video panels give to advertisers an opportunity to create the most compelling advertising message since they can display text, graphic and visual information.
Vinyl mesh
banners are made of a heavy duty knit PVC material that can tolerate high winds. Meant for extremely large images the format is suitable for draping across the front of buildings. The mesh material is perforated so that the wind blows through the holes. It is resistant to all kinds of weather since it is treated with anti-mildew chemicals. The pigment-based inks are ultra-violet resistant for one year.
Wide-format printing
A printer that prints on large paper, which can range from two to more than 15 feet in width. Such printers typically use inkjet technology to print on a variety of output, including premium glossy-coated paper for signs and posters.
