Our vocabulary


Our vocabulary

Above the line

Traditional media advertising such as print campaign, TV spot, radio release, billboard. Everything that is not defined above is considered below the line.


This means any form of communication that is commissioned to disseminate through the media one’s own offer of ideas and products and to influence the purchasing choices of the target audience.


People reached by an advertising message in a certain period of time. Its analysis is important because it determines the planning and positioning of marketing campaigns.


The baseline or tag-line is a short, direct phrase that instantly sums up the vocation of a br


Advertising consists of catalogues, brochures, flyers, packaging and all actions not aimed at traditional media.


A blog can be considered as a kind of virtual diary in which to share experiences, passions, reviews through images, videos and textual content.


The textual part of the advertising message which is placed after the headline. It explains and completes the advertising message, supporting what the headline promises or suggests.


It literally means brain storm and it is a group creativity technique to bring out ideas for solving a problem. It consists, given a topic, of each person freely proposing solutions of all kinds, even bizarre ones, without any censorship.


A brand is a distinctive sign, name or symbol developed by the selling company to identify its offer and differentiate it from that of its competitors.


Brand identity can be understood both as the set of elements that recognise the brand and as the set of entrepreneurial values that distinguish it; brand identity, in fact, reflects the orientation and objectives of the company, as well as the personality and values of the brand.


A French term for an advertising brochure that brings together images and text in a limited space for the intended promotional purpose.


The most economical system of binding a publication, in which the signatures are milled from the spine side and then glued into the inside of the spine of a cardboard cover.


It is a particular software that allows you to retrieve, present and navigate certain resources on the Web, such as pages, images, videos, songs or other types of content, by identifying them through an appropriate URL.


Amount of money earmarked for the release of the marketing campaign in various media.


In English it identifies the pictorial canvas. It is a special medium suitable for printing, which allows for a rendering identical to paintings made by painters. Printing on canvas gives life and depth to the subject, makes the colours bright and vivid like an oil painting and the shiny background brings out the texture of the canvas.


Phrase containing the promise that the product or service makes to the consumer. It is usually placed in the bodycopy or can be a unicum with the Headline or Payoff.


(Content Management System)
Software that allows changes to the content of a website to be managed without interfering with the technical management or graphic programming of the pages.


On the web or in print, it is the figure who works with words to influence the public in order to influence sales. The use of words becomes a tool for conveying corporate strategies and wills.


A set of data and programs useful for maintaining and managing a data archive effectively and efficiently. Databases also manage the cataloguing and searching of data.


Folded leaflet is a small printed sheet that is distributed for advertising purposes.


Interactive marketing system that uses one or more means of communication directed at the consumer to produce measurable responses and/or transactions.


Dibond sheets are sandwich panels with a polyethylene core and 0.3 mm thick pre-painted aluminium surfaces. The main feature is an excellent stiffness-to-weight ratio and they are ideal for applications in the Outdoor and Indoor Printing and Visual Communication industry.

executive project

The executive is the final product, consisting of images and text, presented to the client before printing.


Feedback flow, to assess the outcome of a campaign or project.


English term for a multi-page leaflet, printed to advertise a product or service (synonymous with brochure).


Forex is a plastic material made of expanded pvc: it is particularly suitable for direct printing, easy to shape, light but resistant, in fact – as it is plastic – it is impermeable to rain and can therefore also be used outdoors.


A set of unconventional, low-budget marketing techniques that leverage creativity and surprise to positively surprise audiences and capture media attention.


Title of the advertising message. It is larger in character than the rest of the text and has the function of attracting the consumer’s attention. It is also called “slogan”.


(Hyper Text Markup Language)
This is a programming language used to create pages and documents on the Internet. HTML pages are text files consisting of special markers (or tags) that position text and images.


(Hypertext Transfer Protocol)
Protocol with which hypertext files are transmitted along the WWW.

institutional ADV

Indicates that type of advertising that aims to create consensus towards the company.


Word by which, in a search engine, one identifies a site or a page thereof, relevant to the topic searched for.


Drawn and coloured sketch that helps to understand how the advertisement will look with regard to the arrangement of images and text. Once approved it becomes the executive.


In a generic sense it is used to describe any advertising leaflet. In detail, it refers to a leaflet illustrating and advertising services or products.


It is the study of new characters (letters, numbers, punctuation) with a particular shape.


It is the inscription that usually represents a product, a service, a company or an organisation. It consists of a symbol or a graphic representation of a name or acronym which involves the use of precise lettering.


A process which, starting from a set of medium to long-term corporate objectives and through a preliminary phase of demand and competition analysis, comes to identify the needs and requirements of current and potential customers and to establish the most appropriate actions to satisfy them, to the mutual benefit of customers and the company.


A template for the layout of multi-page printed matter (books or magazines) that may contain text, photographs and/or illustrations.


Marketing strategy by which the value of a product or service is increased through the sale of objects that are somehow related to it.


The acronym for User Interface design deals with the presentation of the product itself (or the brand, the service, the company).


Term indicating the printing system.


Literally ‘open source’, the term open source refers to software whose source code is released under a licence that makes it modifiable or upgradeable by anyone. Source code is the part of the software that computer programmers can manipulate to change the way a programme or application works by adding functions or improving parts that do not always work properly.


In the field of graphics, it is the term used to indicate the outline, the profile of letters.


It is the organisational process of creating and monitoring a strategic plan.


(Point of purchase)
All promotional and advertising material used at the point of sale.


Journalistic article that treats the product as news. When a new product is released, the company’s press office sends news about the product to a mailing list of journalists in the hope of seeing it published later.

ROI (Return on Investment)

Rate of return on a marketing or communications investment; measures the return on invested capital. The ROI index is particularly useful for comparing returns from different forms of investment.


In the context of direct marketing, it indicates the percentage of responses obtained in relation to the contacts activated (response rate); when expressed in absolute value, it indicates the total number of responses received to a direct marketing initiative in a given period of time.


(Customer retention)
The set of activities implemented by a company to retain its customers over time, i.e. to minimise customer defections. In its broadest and most general meaning, it indicates the maintenance of continuous exchange relationships with customers over the long term.


(Search Engine Optimization)
The set of activities aimed at improving the ranking of a website or web page for certain keywords in the results provided by a search engine (Search Engine Result Page or SERP).


(Search engine marketing)
This is the branch of digital marketing that deals with developing and maintaining the visibility of websites within search engines.
The term SEM is used in everyday language to refer mainly to sponsored advertising campaigns on search engines and, in particular, keyword advertising which is used to generate qualified traffic to the advertiser’s website.


When shooting the campaign film.


Photography generally depicting objects and products for advertising campaigns.


A branch of digital marketing that involves the implementation and use of social media to enhance the awareness and reputation of the company and the brand, as well as to establish a direct dialogue with existing and potential customers.


The term target group is used to indicate a group of consumers (segments) with similar characteristics (age, income, lifestyle, needs, etc.) to whom the company addresses itself with a marketing strategy and needs. The term target group is used to refer to a group of consumers (segments) with similar characteristics (age, income, lifestyle, needs, etc.) at which the company addresses itself with a specific marketing strategy and marketing mix.


Time between the beginning of the development process of a new product and the start of its marketing.


It stands for User Experience Design and consists of the set of processes designed to increase user satisfaction by improving the usability of a web page, its user-friendliness, intuitiveness and interaction.


Customer Value Proposition (CVP) is the value proposition that a company makes to the market, expressed in terms of the perceived benefits, tangible or otherwise, that consumers can obtain from purchasing the proposed solution in the market.