Traditional advertising aimed at the media such as press campaign, TV spot, radio release, posting. Everything that is not defined in the above is considered Below the line.


It means any form of communication that is commissioned to spread its offer of ideas and products through the means of communication and to influence the purchasing choices of the target public.


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


The baseline or tag-line is a short and direct phrase that instantly summarizes the vocation of a brand or product or service.


Advertising consisting of catalogs, brochures, leaflets, flyers, packaging and all actions not aimed at traditional media.


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


The textual part of the advertising message that is placed after the Headline. Explain and complete the advertising message, supporting what the Headline promises or let you guess.


It literally means brain storm and it is a Group creativity technique to bring out ideas aimed at solving a problem. Given an argument, it consists in freely proposing each type of solution, even bizarre, without any censorship.


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


The brand identity can be understood both as the set of elements of brand recognition, and as the complex of entrepreneurial values that distinguishes it; the brand identity, in fact, reflects the orientation and objectives of the company, as well as the personality and values of the brand.


Brand awareness identifies the degree of awareness of the Brand by the public. It is expressed by the percentage of consumers belonging to the target group that remembers it.


French term used to identify an advertising booklet that collects images and texts for a limited promotional purpose in a limited space.


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


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


Sum of money destined for the exit of the marketing campaign on various media.


It identifies the pictorial canvas. It is a particular substrate suitable for printing that allows you to have an identical rendering of paintings made by painters. The print on canvas gives life and depth to the subject, makes the colors bright and bright like an oil painting and the shiny background highlights the texture of the canvas.


A phrase containing the promise that the product or service makes to the consumer. It is usually placed in the bodycopy or it can be unique with the Headline or the Payoff.


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


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


Set of data and useful programs to maintain and manage a data archive effectively and efficiently. The databases also manage the cataloging and search of data.


Foldable, it is a small printed sheet that is distributed for advertising purposes.


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


The Dibond slabs are sandwich panels with internal polyethylene core and hot pre-painted aluminum surfaces with a thickness of 0.3 mm. The main feature is an excellent reduced stiffness-to-weight ratio and they are ideal for applications in the outdoor and indoor visual communication and communication sector.


The executive is the final document, composed of images and text, presented to the customer before being printed.


Flow of return information, to evaluate the outcome of a campaign or project.


English term that identifies a multi-page leaflet, printed to advertise a product or service (it is synonymous with Depliant).


Forex is a plastic material in expanded pvc: particularly suitable for direct printing, easily shaped, light but resistant, in fact - being precisely plastic - it is impermeable to rain and therefore can also be used externally.


Set of unconventional low-budget marketing techniques that leverage creativity and surprise to positively amaze the public and capture the attention of the media.


Title of the advertisement. It is of a greater character than the rest of the text and has the function of attracting the attention of the consumer. It is also called a "slogan".


(Hyper Text Markup Language) It is a programming language used to create pages and documents on the internet. HTML pages are text files made up of special markers (or tags) that position texts and images.


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


Indicates that type of advertising that aims to create consent towards the Company.


Word through which, in a search engine, a site or page is identified, related to the topic sought.


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


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


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


It is the writing that usually represents a product, a service, a company or an organization. It consists of a symbol or a graphic representation of a name or acronym which provides for the use of very precise lettering.


Process that, starting from a series of medium-long term business objectives and through a preliminary phase of analysis of demand and competition, arrives to identify the needs and requirements of current and potential customers and to establish the most appropriate actions to satisfy them, with mutual benefit for customers and for the company.


A layout model of multi-page printouts (books or magazines) which may contain text, photographs and / or illustrations.


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


Term indicating the printing system.


Literally "open source", the term open source means software whose source code is released with a license that makes it editable or improvable by anyone. Source code is the part of the software that computer programmers can manipulate to change the functioning of a program or application by adding functions or improving parts that do not always work properly.


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


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


(Point of purchase) All promotional and advertising material used in the store.


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 with the hope of seeing it published later.

ROI (Return on Investment)

Rate of return on a marketing or communication investment; measures the return in relation to the capital invested. The ROI index proves to be particularly useful for comparing the returns deriving 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 on a direct marketing initiative in a given period of time.


(Customer retention) Set of activities realized by a company to retain its customers over time, or to minimize defections. In the broadest and most general sense, it indicates the maintenance of continuous exchange relationships with customers in the long term.


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


(Search engine marketing) It 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 current language mainly to indicate advertising campaigns sponsored 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.


Photograph that generally portrays objects and products for advertising campaigns.


Branch of digital marketing which provides for the implementation and use of social media to strengthen the reputation and reputation of the company and the brand, as well as to establish a direct dialogue with existing and potential customers.


Literally it means target, it is the goal that you intend to achieve with a product, with a communication or with one or more means of communication. The term target group is used to indicate a group of consumers (segments) with similar characteristics (age, income, lifestyles, needs, etc.) to which the company addresses with a specific marketing strategy and marketing mix .


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


UX It is an acronym for User Experience design and is composed of that set of processes designed to increase user satisfaction by improving the usability of a web page, its ease of use, intuitiveness and interaction.


In full, Customer Value Proposition (CVP) is the value proposition that a company makes to the market, expressed in terms of perceived advantages, tangible or not, that consumers can obtain from the purchase of the solution proposed on the market


UI It is an acronym for User Interface design, it is mainly concerned with the presentation of the product itself (or the brand, service, company).