March 10, 2015

Marketing Glossary of Terms


Welcome to our Marketing Glossary of Terms from Romax. This is intended to assist you in working with us. We try hard to avoid jargon, but there will always be a phrase or two that slips in! If you would like clarity on any please contact

Phrase or WordMeaning or Interpretation


Any paid form of non-personal presentation and promotion of ideas, goods or services by an identifiable sponsor’


Application Program Interface – an abbreviation of application program interface, is a set of routines, protocols, and tools for building software applications. The API specifies how software components should interact and are used when programming graphical user interface (GUI) components.


Usually 3mm or additional image printed over the edge of the final print size, so that when the printed paper is cut to size, there is no ‘white’ border around an image that should print to the paper’s edge.


Buy One Get One Free


Business Reply Envelope (Freepost Envelope) Often included in a marketing campaign, particularly a Charity based DM piece requesting donations. A pre-printed envelope with a Royal Mail Business Reply Services licence which prompts a charge to the mailer NOT the donor.


From a marketing context, a campaign can be a single contact point covering a single show, or a project covering months or years around a product or product range. A campaign normally however, is a smaller segment of an overall marketing/business plan with a specific target involved based on the investment made. A return on Investment (ROI) would usually apply to an individual campaign.


4 colour printing process – Cyan, Magenta, Yellow , Black

Cold List

A database of individuals be they B2B or B2C of potential clients or buyers of your product service that have NOT shown previous interest or past lapsed/purchases of your service/product, but have a strong likelihood of having an interest.

Crop Marks

Crossed lines placed at the corners of an image or a page to indicate where to trim it are known as crop marks.

Cross Media

Cross-media marketing is a form of cross-promotion in which promotional companies commit to surpassing traditional advertisement techniques and decide to include extra appeals to the products they offer. The material can be communicated by any mass media such as e-mails, letters, web pages, or other recruiting sources.


A date set in the diary that is agreed by the client and supplier as the point in which a campaign should reach its target audience.

Deceased Data Register

A database of demised individuals that have recently passed away. This database is used to ensure that communications are not sent to deceased individuals, which can upset other family residents upon receipt.

De-Duplicate (De-dupe)

The analysis of databases that may contain duplicate records within the same file or where there is a chance that data may be contained in multiple data files where only one record is required. Software is used to compare using varying levels of matches on chosen criteria to confirm an exact match or a probable match.

Digital print

In digital printing, an image is sent directly to the printer using digital files such as PDFs and those from graphics software such as Illustrator and InDesign. This eliminates the need for a printing plate, which is used in offset printing.

Digital Proof

Preparing a sample of printed output on a computer printer before the job is printed on a commercial press.

Direct Mail

A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience.

Direct Marketing

‘An interactive system of marketing which uses one or more advertising media to effect a measurable response/and or transaction at any location’.

DPI (Dots Per Inch)

Number of printed dots printed per inch of paper – a measure of print density. The more |DPI the higher the resolution/definition of the print.


Downstream Access –  mailing services provided by competitor to Royal Mail and then handed back to Royal Mail for final stage of delivery.


Digitally printing to two sides of one sheet.


Messages distributed by electronic means from one computer user to one or more recipients via a network.

Gross Profit

A company’s revenue minus its cost of goods sold. Gross profit is a company’s residual profit after selling a product or service and deducting the cost associated with its production and sale. To calculate gross profit: examine the income statement, take the revenue and subtract the cost of goods sold. Also called “gross margin” and “gross income”.


Grams per Square Metre’, It’s a measurement of paper weight which allows for printers to be far more precise than they could be with woolly terms like ‘thick’, ‘thin’ and ‘kinda in the middle’. As the name suggests, it tells you how much a square metre of the paper or card you’re using would weigh.

iGen 150

The most recent digital colour press released by Xerox. The quality of print combined with the range of paper size up to to 6pp A4 means increased versatility and quality for colour variable digital print.


The Application of Mono or Colour Ink ‘sprayed’ on to paper product in varying dpi (dots per inch).

Litho print

Oil and Water Don’t Mix – Lithographic Print

Loss Leader

A retailer or vendor deliberately losses out on any profit from one promotion in order to gain footfall or spend on other items not in a sale or promotion. So making a loss on the individual item, yet making an overall margin on the total spend from the consumer. A strategy not risk free but loss leaders tend to be well planned.

LPI (Lines Per Inch)

Number of printed lines printed per inch of paper – a measure of print density. The more LPI the higher the resolution/definition of the print.

Mail Mark

A 2D barcode used to track and sort mail.


Mailsort was a five-digit address-coding scheme used by the Royal Mail (the UK’s postal service) and its business customers for the automatic direction of mail. Mail users who could present mail sorted by Mailsort code and in quantities of 4,000 upwards (1,000 upwards for large letters and packets) receive a discounted postal rate.


The difference between the sale value and the costs of the business and other expenses.


The chosen channel to market or advertise media can be any form of method of portraying a message, often split into below the line and above the line, Above the line being media that is not data driven, and below the line being data driven. Increasingly given data and modern technology, there is increasing Cross Media or through the line marketing which uses data mainly as the route to drive personalised messages, but also non personalised messages through socio-demographic data analysis.


Multimedia Messaging Service (MMS) is a standard way to send messages that include multimedia content to and from mobile phones.

Movers and Gone-away Data

A database of individuals that have recently moved address or gone-away (left) their previous registered address. Very often individuals only advise the absolute essential utility and finance companies of their relocation and other organisations are often left in the dark. Using this database enables marketeers to remove these individuals so reducing their marketing spend on non-recipients. A further addition of this database in some circumstances is to track the person to the new address for onward marketing communication.


Online Business Account – Solely for clients with direct postage accounts with Royal Mail.


Postcode Address File: Owned and managed by Royal Mail, this contains all 20 million UK addresses and is used as a reference tool for data accuracy and data capture.

PDF Proof

A PDF Proof is a ‘Portable Document Format’ file that gives a fairly good idea of what the finished print should look like. They are typically used in order for a client to check text, images and layout before going to print.

PPI (Pixels Per Inch)

This is screen resolution density of the image on the screen.

PPI (Printed Postage Impression)

Postal indicia depicting postage paid on account, can be used for additional marketing touch point.


Personalised URL (Uniform Resource Locator) or location address on a computer network – particularly used via the internet.

Response Management

A successful marketing campaign, will lead to responses. Handling these responses in terms of physical receipt, opening, scanning, and capturing of the content, data, banking and additional fulfilment as a result of the response is a task suited to some organisations and based on volume. Many mailing houses manage mail response and return as well as outbound communications.


Red, green blue – usually monitors or screens are set to this resolution.


Return on investment (ROI) is the benefit to the investor resulting from an investment of some resource. A high ROI means the investment gains compare favourably to investment cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. In purely economic terms, it is one way of considering profits in relation to capital invested.


Experts in Data driven direct marketing, cross media, personalised digital print and direct mail.

sales promotion

A range of tactical marketing techniques, designed within a strategic marketing framework, to add value to a product or service, in order to achieve a specific sales and marketing objective.’


A name and address of an individual(s) – usually the purchaser(s) of the marketing campaign to test the fall to earth date and quality of the marketing piece/campaign, added to the supplied data prior to supply to the agency/mailing house.


Digitally printing to one side of one sheet.


Short Message Service (SMS) is a text messaging service component of phone, Web, or mobile communication systems.

Strap Line

A Call to Action on a carrier sheet or envelope aimed at prompting the recipient to act on receipt of the marketing piece.

Warm List

A database of individuals be they B2B or B2C of potential clients or buyers of your product service that has shown previous interest or past lapsed/purchases of your or similar products.

Wet Proof

A Wet-Proof is a printed proofing page of your file/s. It is printed on the actual paper that will be used on your project; with the actual inks that will be used on the final press run. It requires special set-up on press and special plate output which makes it a pricier proofing option. However, this type of proofing process yields the best colour proofing result. Wet-Proof is an option especially recommended on projects that are critical on colours. This includes art books; museum quality projects and photography books.

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