Glossary of marketing, design, and printing terms to help you better understand WT Media's services.

Ad Copy – text used in an advertisement that aims to catch and hold the attention of a prospective client and convince them to make a purchase

Bleed - printed area goes off the edge of the sheet after it is trimmed, thus making the final piece have no white areas around the edges.

Bounce Rate – percentage of visitors who enter a site and leave without visiting any other pages. A good bounce rate is under 60.

Caliper - a measurement of paper thickness in thousandths of an inch.

Click-Through Rate (CTR) – percentage rate at which users click on an ad. Used to measure the performance of a particular ad campaign. It is calculated by dividing the number of clicks by the number of impressions.

Collate - a way to organize and gather the printed pieces in a precise order after the printing process.

Contextual Advertising – ads that are targeted to show up on a sponsor web page based on the page’s content, keywords, or category as opposed to search advertising.

Conversion – when a lead generated from an advertisement is converted into a sale.

Conversion Rate – percentage rate at which users convert from lead to sale.

Cost Per Click (CPC) - an advertising model based on ad performance, where the advertiser pays a set fee for every time a user clicks on an ad. Also referred to as Pay Per Click (PPC).

Crop marks - printed lines that show where the printed piece needs to be trimmed.

Cross Media – a marketing or promotional campaign using many different forms of media in the same campaign; including print, web, email, video, ect.

Digital Printing - digital files such as a PDF are sent directly to the printer. Methods of digital printing include laser and ink-jet printers. This process can save money and time because it eliminates the need for printing plates, which is used in offset printing. Digital printing is also better for the environment because it produces less waste. Please visit our "Green Page" to read more about our environmentally friendly printing.

DPI (Dots Per Inch) - a measurement of resolution

Finish - the surface characteristics of a paper stock

FTP (File Transfer Protocol) – this is an internet based protocol used for transferring large files from computer to computer. It requires a user ID and password to access.

Geo-Targeting – a process that allows advertisers to target their ads to specific geographical locations, enabling more localized and personalized results.

Gloss - a type of paper finish that has a shiny look and reflects light

Grain - the direction that the paper fibers lie

Impression – every time an online advertisement appears equals one impression.

Keyword – a word, word string, or phrase relating to the subject in which the advertiser is promoting. Keywords are used to get a search engine to return matching and relevant results. Keywords can be used for natural search efforts as well as online paid advertising.

Landing Page – a designated web page that a user is brought to after clicking on a link. The link can be from a Search Engine Results Page (SERP), paid advertisement, or a link from another website. A Landing Page is best implemented when its content directly relates to the searched topic.

Matte - a dull type of paper finish

Natural search – a search engine query where the results are returned based on the natural indexing of the website as opposed to those that are returned based on paid advertising such as Pay-Per-Click, also referred to as organic or unpaid search.

Offset Printing - a method of printing that uses plates to transfer the ink image to a blanket cylinder, which then transfers the ink image to the printing materials.

Pagerank (PR) – a search engine online ranking system developed to determine the importance of a website. Rank values go from 0 to 10 (10 being the highest).

Pay-Per-Click (PPC) – an internet advertising process used for promoting websites. Advertisers pay the host only when their ad is clicked on.

PMS (Pantone Color Matching System) – a standard color system that ensures that a color matches exactly in every product that is produced in every type of media and at any location.

Print Ready - the files we receive are ready to be printed as is, without any set-up or file changes necessary.

Process colors (CMYK) - Cyan (blue), magenta (process red), yellow (process yellow), black (process black). A standard printing color coding system. Every color has a CMYK value.

Proof - a digital or printed copy of the requested piece. It is used to be reviewed and approved by the client.

PURL (Personalized URL) – web page or microsite that is developed through the use of variable data fields. Example: www.JohnSmith.yourcompany.com or JaneDoe.yourcompany.com

Resolution - measurement in DPI of the output quality of the printed piece.

Score - a finishing technique to put a crease on the paper to help it fold better.

SEO (Search Engine Optimization) – a technique used to improve traffic to a website from a search engine through natural search. The higher a site appears on the search engine list the more likely it will receive a higher volume of visitors.

Search Advertising – an advertiser bids to have a chance to have their ad appear when a user searches one of the advertisers keywords. This is also referred to as Paid Search.

Search Engine Results Page (SERP) – the page that appears after a user has entered their query into a search engine box. It is composed of a list of several web pages that have keywords relating to the users search query sorted by relevance. Paid Advertisements may also appear on this page.

Social Media – various online websites that are used by people to interact with each other in a social manner online. It is also a format for promoting an individual, business, organization, product, or cause. Examples of social media are facebook, twitter, myspace, linkedin, blogs, wikis, forums, social bookmarking, user reviews, amd rating sites.

Stock - the material that is going to be printed on.

Trim size - the final size of the printed piece after the last trim.

Unique Visitor – describes the number of users who have visited a website and not the number of times a user visited the website. If a single user visits a website multiple times they are only counted as one unique visitor.

Uniform Resource Locator (URL) – a web address

Variable-data printing (VDP) – form of digital printing that pulls data such as text or images from a digital file and allows these elements to change from one print to the next without slowing down or stopping the process. An example of this is a direct mail piece that has multiple mailing addresses printed on it.

Web 2.0 – refers to the technology of internet-based services that include interactive tools that let people share information over the internet such as social media.

Web-to-print – a system setup for users to easily order printed materials via an online webstore.

Please visit our FAQ's section for answers to possible questions you may have. Also, please feel free to contact us directly.