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Glossary

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A

A.A.: Author's alteration.
A.C. Nielsen Company: A research and marketing service firm providing such services as Syndicated Television Index and Station Index, reporting measured audience size and composition for national and local television programming.
A.M.A.: American Marketing Association.
A.S.C.A.P.: American Society of Composers, Authors, and Publishers.
Accordion Fold: A zigzag, accordion-like fold in a sheet of material (usually paper), permitting it to be extended to its full breadth with a single pull.
Account Executive: An advertising agency employee primarily responsible for maintaining liaison with designated agency clients, and for development and control of advertising plans for clients. Also account manager, contact executive.
Accountability: The obligation to carry out duties or responsibilities and to exercise the authority of a position in conformance with understood and accepted standards.
Acronym: A word or name that is formed by joining the first letters (or first few letters) of a series of words. For example, NASA stands for National Aeronautics and Space Administration.
Action Plan: A predetermined course of action that is intended to be completed within a definite time period.
Advertise: To attempt to persuade people to voluntarily produce a recommended behavior pattern by presenting them with an openly sponsored, multiply reproduced message.
Advertiser: A person, practice, or organization that pays for the placement of an advertisement.
Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising Campaign: A set of messages with a single theme that is repeatedly conveyed to the target audience over an extended period.
Advertising Target Market: The specific audience toward which and advertising message is aimed.
Advertising Theme: The parts of an advertising message that are repeated throughout the campaign.
Agate Lines: A form of measurement used for newspaper and some column-based magazine advertising. One agate line equals 1/14 inch of depth by one column wide.
Agency Commission: A commission paid by a communications medium, such as a television, radio station, or a periodical, to an advertising agency, usually in the form of a 15% discount on the gross advertising rate billed to a client.
Agenda: Detailed information about a scheduled meeting, such as beginning/ending times, date, place, topics, and responsibilities.
Announcer: A person employed by a television or radio station to introduce programs, and to deliver information, announcements, commercials, etc.
Arbitron: An automatic electronic monitoring device used by the American Research Bureau placed in the television sets of a representative sample of area viewers to give immediate information on television viewership.
Art Director: Employee, often of an advertising agency, who supervises creation and preparation of art and copy.
Artboard: Alternate term for Mechanical (see Mechanical).
Articulation: The act of saying words distinctly and clearly.
Attitude: The position or bearing as indicating actions, feelings, or moods. Often affects the actions, feelings, and moods of others.
Audio-Visual Presentation: A presentation in which a speaker uses visual images of some type to help convey the presentation message.
Authority: The sum of the rights assigned to a position or initiated as an obligation of the position. The power to act for someone else.

B

B&W: Black & white.
Bait-and-Switch Pricing: A pricing strategy in which a product is given a low price in order to lure customers into a store, where an attempt is made to persuade them to buy a more expensive model or another product.
Balloon: An enclosed space in a cartoon containing the dialogue or thoughts of a character.
Bankruptcy: Legally declared insolvency, or inability to pay creditors.
Banner: A bold newspaper headline.
Bar Chart: A single-scale graph drawn with parallel bars used to compare quantities at a specific time or to show the quantity variance of something over time.
Barn Door (in photography): A device consisting of adjustable flaps at the sides of a floodlamp, used to keep the projected light from certain areas.
BASIC (Computer/Internet related): Beginner's All-purpose Symbolic Instruction Code. Easiest computer language, and one of the most popular for beginning students to learn. It was designed in the 1960s by John Kemeny and Thomas Kurtz.
Bates Decision: Bates Vs. State Bar of Arizona. 1977 Supreme Court decision that opened the door to professional advertising. Declared codes that prohibit advertising by professionals unconstitutional.
Baud Rate (Computer/Internet related): Number of bits of information transmitted per second from one digital device to another.
Beauty Shot: A close-up of a product advertised in a television commercial.
Behaviorism: A psychological theory that regards actions as the consequence of measurable, conscious factors (e.g., conflict, conditioning, stimuli, reward systems).
Belief: A descriptive thought that a person holds about something.
Bid: A stated offer to purchase something at a specified price, usually under circumstances where the seller has not specified a price.
Bind: To fasten sheets and adhere covers with glue, wire, thread, or by other means.
Bindery: Print shop department or separate business that does trimming, folding, binding, and other finishing tasks.
Bit (Computer/Internet related): The basic unit of numbering in a binary numbering system (binary digit).
Bleed: Printing that extends to the edge of a sheet or page after trimming.
Blow Up: To enlarge photographically. Such an enlargement is called a blowup.
Bond Paper: Grade of paper commonly used for writing, printing, and photocopying.
Boondoggle: A business trip of an unusually attractive nature; paid for wholly or in part by a person's employer or client.
Bottom Line: Net profits or losses, usually before taxes.
Brainstorming: A problem-solving process in which group participants, when confronted with a problem, generate as many possible solutions without offering any criticism. (Criticism is deferred until all possible solutions have been put forth.)
Brand: A name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Brand Name: That part of a brand which can be vocalized — the utterable.
Brightness: Characteristic of paper referring to how much light it reflects.
Broadcast: To transmit material to the public on a television or radio station.
Browser (Computer/Internet related): A software program that is used to graphically view the Internet. Examples of browsers are Netscape and Mosaic. Browsers are usually referred to as Web browsers.
Budget: A formalized statement of the goals of an organization stated in financial terms. Budgets are useful practice tools for evaluating organizational performance.
Business Ethics: Codes or standards that guide the actions of a practice along legal and ethical lines and which seek to avoid actions deemed unethical and, therefore, unacceptable, even though perhaps legal.
Business Reply Card (BRC): A postage-paid postcard used frequently by companies to get responses from ads and direct mail campaigns.
Byline: A line below the headline or at the end of an article giving the writer's name.

C

C.P.M.: Cost per thousand.
C.U.: Close up.
Cable Television: Television paid for by subscription and transmitted by cable to a subscriber's home.
Television employing a single antenna to pick up broadcast signals which are amplified and distributed to local individual sets via direct cable.
Camera-Ready Copy: Mechanicals, photographs, and art fully prepared to be photographed for plate making according to the technical requirements of either quick or commercial printing.
Caption: A legend describing an illustration or a number of illustrations grouped together.
Career Path: A progression of jobs within an organization, each of which develops business or technical skills necessary for the next position.
Carte Blanche: To be given "carte blanche" is to receive the power and authority to do as one wishes.
Case Study: The history of a problem that previously confronted a practice and how that problem was solved. Case studies are useful in teaching managers how problems are confronted, analyzed, and solved.
Cash Discount: A discount that is offered to buyers who pay their bills within a stated period.
Centralization: Characteristic of a practice in which a limited amount of authority is delegated.
Change: The process of transforming the way an individual or practice acts from one set of behaviors to another. Change may be systematic or planned, or it may be implemented in a random manner.
Cheshire Labels: Labels produced in solid sheets for mailings that are computer generated. They must be separated and applied by a special kind of machine. Cheshire labels are much less expensive than adhesive labels.
Chotchkies: Ad specialties. Sales promotion items such as pens, notebooks, key chains, coffee mugs, sports accessories, calendars, or magnets brandishing the practice's name and logo.
Chrome: Alternate term for Transparency.
Chutzpah: Yiddish term for courage bordering on arrogance, roughly equivalent to "nerve".
Classified Advertising: Newspaper and magazine advertising subdivided according to the types of things offered or sought.
Clear: To obtain official permission for use of a picture, quotation, etc. in an advertisement.
Clip Art: High-contrast drawings printed on white, glossy paper and made to be cut out and pasted to a mechanical; now available on computer disk for easy retrieval.
Clipping: An item of interest removed from a publication by a reader or clipping service.
Close-Up: A shot in which a single object, person, or face, dominates the screen.
Closed-End Questions: Questions that include all the possible answers, and the respondent makes a choice among them.
Coaxial Cable: An electrical transmission cable capable of carrying complex signal information, such as multiple telephone conversations or television transmissions.
Cognitive Dissonance: The state of anxiety or uneasiness that follows a purchase decision and creates a need for reassurance that the decision was the best one.
Collate: To assemble sheets into proper sequence.
Collateral: All non-media print items that a company creates to assist in the sales process. Typical collateral materials include brochures, data-sheets, and catalogs.
Color: The reflection or absorption of light by a particular surface.
Color Proof: A proof made from color plates printed separately or in combination.
Column: An area of print running down a page of a periodical composed of lines of equal width.
A series of regular periodical articles by a journalist.
Common Vocabulary: Words that have formally defined meanings that are accepted by a specific group and which facilitate communication by eliminating or greatly limiting the connotative meaning of words.
Communicating: The work managers perform to create understanding among people so they can act effectively.
Compact Disk (CD)(Computer/Internet related): A plastic disk that uses optical storage technology to store digital data as microscopic pits and smooth areas which reflect light differently. Most disks presently in use provide read-only memory.
Comprehensive Layout: An advertising layout for presentation to a client, made to give the effect of a finished advertisement or display.
Concentric Diversification: The term refers to the practices seeking to add new services that have technological and/or marketing synergies with the existing services; these services will normally appeal to new classes of customers.
Concept: A briefly stated idea of a benefit that a product or service could provide to consumers.
Consumer Market: All the individuals and households who buy or acquire goods and services for personal consumption.
Consumerism: An organized movement of citizens and government to enhance the rights and power of buyers in relation to sellers.
Contrast: The degree of difference between lightest and darkest tonal values, as in a photograph or television image.
Controlling: The work managers perform to assess and regulate work in progress and to assess the results secured.
Copy: Textual matter to be set in type.
The written portions of an advertisement.
Textual and graphic material for reproduction on a printing plate.
Copywriter: A person employed to write advertising or editorial copy.
Core Competencies: The skills and technologies a practice will need to implement its strategy and reach its goals.
Core Goals: Broad ideas about what the practice wants to achieve. Core goals define the reason the practice exists; they are its mission or purpose.
Core Values: What the practice considers important. They are the set of beliefs that determine what actions and behaviors are acceptable.
Cost-Per-Thousand (C.P.M.): The dollar cost of an advertisement per 1000 readers or viewers.
Coupon: A certificate that entitles a consumer to a price reduction or a cash refund.
Cover: The outer faces of a magazine.
Advertising spaces sold on magazine covers, e.g., first cover or outside front cover, inside front cover, third cover or inside back cover, fourth cover or outside back cover.
CPU, or Central Processing Unit (Computer/Internet related): The basic electronic unit of a computer which performs the desired calculations to acquire, sort, calculate, manipulate, and store data.
Crme De La Crme: The best of the best.
Critical Path: The longest path through a PERT network that is the shortest time for total project completion.
Crop: To cut off an undesired part of a photograph or the like.
To mark a photograph or the like to indicate a portion or portions to be deleted in final processing.
Crop Mark: A mark, often a line, indicating the way in which a photograph is to be cropped.
Cross Promotion: When a professional practice joins with other practices or businesses in their community network to service or promote to a mutually desirable target market audience.

D

Daily Rate: The advertising space rate charged by a daily newspaper for all editions published Monday through Friday, or Saturday.
Data (Computer/Internet related): Factual information. Data is the plural of the word datum, which means "a single fact." Data processing is the act of using data for making calculations or decisions.
Data Base (Computer/Internet related): A data base is a collection of data stored on a computer storage medium, such as a disk, that can be used for more than one purpose.
Data Base Management (Computer/Internet related): Data base management is the task of storing data in a data base and retrieving information from those data. There are three aspects to it: entering data, modifying or updating data, and presenting reports.
Daypart: Any of the time segments into which the broadcasting day of a television or radio station is divided.
Decentralization: Characteristic of a practice in which a significant amount of authority is delegated to lower levels in the organization.
Decibel: A measure of sound intensity.
Decider: The person who ultimately determines any part of the entire buying decision: whether to buy, what to buy, how to buy, or where to buy.
Decision Making: The work managers perform to reach the conclusions and judgments necessary for people to act. The sequence of events taken by management to solve managerial problems.
Decision-Making Process: A systematic process that follows a sequence of: problem identification, alternative solutions generation, consequences analysis, solution selection and implementation, evaluation, and feedback.
Deckle Edge: Feathered edge on specially-made sheets of text and cover paper.
Delegation: The work managers perform to entrust others with responsibility and authority. Creating accountability for results.
Demand: The composite desire for particular services as measured by how consumers choose to allocate their resources among different products in a given market.
Demographic Segmentation: Dividing the market into groups on the basis of demographic variables, such as age, sex, family size, family life cycle, income, occupation, education, religion, race, and nationality.
Demographics: The science of measuring and analyzing data about the population. Includes statistics about a population, such as, sex, age, marital status, birthrate, mortality rate, education, income, and occupation.
Departmentalization: The grouping of related functions into manageable units to achieve the objectives of the practice in the most efficient and effective manner.
Detached Objectivity: A look at the practice through the cold, unloving eyes of a potential patient. Doctors must become their own hardest critics. Often truth comes from the silent majority and not the missionaries or the vocal antagonists.
Developing People: The work managers perform to help people improve their knowledge, attitudes and skills.
Die: Sharp metal rule used for die cutting or block of metal used for embossing or foil stamping.
Die Cutting: Cutting irregular shapes in paper using metal rules mounted on a letter press.
Digitize (Computer/Internet related): To turn an image (artwork, photographs, text) into a format usable by a computer system through a process that scans the image into digital bits.
Direct Costs: Costs that can be assigned to a specific functional area.
Direct Mail: Delivering advertising or promotion directly to prospects via the mail.
Direct Marketing: An approach to marketing that uses one or more advertising media to effect a measurable response. It is usually associated with promotional material sent directly to the end user.
Discount: A deduction from the list price in the form of cash or something else of value.
Discretionary Income: The amount of money that people have left after paying for their basic food, clothing, shelter, insurance, and other necessities.
Display Advertising: Advertising in print that usually uses illustration(s), as well as type.
Disposable Personal Income: The amount of money that people have left after paying taxes.
DNA (Deoxyribonucleic Acid): The molecule that carries genetic information in all living systems. The workings of the DNA molecule provide the most fundamental explanation of the laws of genetics.
Do Unto Others . . . (As You Would Have Them Do Unto You): A command based on words of Jesus in the Sermon On The Mount: "All things whatsoever ye would that men should do to you, do ye even so to them." Often referred to as the Golden Rule.
Documentary: A motion picture, television, or radio presentation of actual events, especially as illustrations of a theme being discussed.
Donut: A recorded television or radio commercial distributed to local stations and having a blank central section to be filled with a local advertiser's message.
Duotone: Photograph reproduced from two half-tone negatives and usually printed in two ink colors.
Duplex Paper: Paper with a different color or finish on each side.

E

Early Adopters: Consumers who buy a product or service early in its life cycle and influence other people to buy it.
Effective Demand: The combination of desire to buy and ability to buy.
Efficiency: The amount of worker output in a given period of time. It is a measure of how well practice resources are used. The greater the output, the more efficient the worker is.
Eighty-Twenty Rule (80/20):: A term used to refer to the fact that a large percentage of a practice's revenue and profits may come from a relatively small percentage of its patient services. Also called Pirrato's Law.
Elastic Demand: A situation in which a percentage change in price brings about a greater percentage change in quantity sold.
Email (Computer/Internet related): Electronic Mail -
Messages, usually text, sent from one person to another via computer. Email can also be sent automatically to large number of addresses (mailing list).
Emboss: To press an image into paper so it lies above the surface.
Emulsion: Coating of chemicals on papers, films, and printing plates that, prior to development, is sensitive to light.
Engraving: Method of printing using a plate, also called a die, with an image carved into it.
Entrepreneur: A problem solver. Person who organizes, manages, and assumes responsibility for the risks of a business.
Enunciation: The act of saying words that are complete and easy-to-understand; avoidance of mumbling and slurring words.
Exchange: The act of obtaining a desired object from someone by offering something in return.
Eyebrow Head: A small secondary headline at the top of a page consisting of as few as one word that suggests the topic or subject for a brochure page or occasionally used in an ad.

F

F.I.F.O.: First-in-first-out. Used normally in accounting discussions. (See First-In-First-Out).
F.O.B. Pricing: A geographic pricing policy in which buyers pay transportation costs from the point at which they take title to the product.
Fade To Black: A gradual obliteration of an image by means of a steadily decreased camera aperture, until only black remains.
FAQ: Frequently Asked Questions - FAQs are documents that list and answer the most common questions on a particular subject.
Fashion: A currently accepted or popular style in a given field. Fashions tend to pass through four stages: distinctiveness, emulation, mass fashion, and decline.
Feedback: Information about job performance derived from the job itself that is used in a corrective manner.
First-In-First-Out: Noting or pertaining to a system of inventory management which calls for oldest stock to be disposed of first.
Flatbed Scanner: A type of scanner with a glass plate similar to a photocopy machine on which the image to be scanned is placed.
Flush-Left Alignment: Text that is aligned at the left margin, but ragged (uneven) at the right margin.
Flush-Right Alignment: Text that is aligned at the right margin, but ragged (uneven) at the left margin.
Focus Group: A form of market research in which a group of 8 to 12 people are brought together to offer their views on an issue, idea, or product.
Font (Computer/Internet related): A set of characters (the full alphabet, numbers, and symbols) in one weight and style of typeface.
Ford, Lisa: One of the leading consultants on customer service, defines "service" as adding people to the product, or, in your case, to the procedure.
Forecasting: The art of anticipating what buyers are likely to do under a given set of conditions.
Four-Color Process: Technique of printing that uses the four process colors of ink to simulate color photographs or illustrations.
Franchise: A legal contractual relationship between a supplier and one or more independent retailers. The franchise gains an established brand name and operating assistance, while the franchiser gains financial renumeration.
Free Standing Insert (F.S.I.): A preprinted advertisement in single or multiple page form that is inserted loose into newspapers, particularly Sunday editions.
Freelance: To work independently, being paid by the job.
Freeze Frame: An effect of suspended time and action produced by repetition of a single still frame.
Frequency: The average number of times that the average prospect will be exposed to a specific advertisement in a specified period.
FTP (Computer/Internet related): File Transfer Protocol - A method of transferring files between two computers on the Internet. Using FTP, a person can "log on" to an Internet site for the purposes of retrieving and/or sending files.

G

Gantt, Henry L. (1861-1919): Pioneer in the early study of work management, best known for his system of work scheduling called the Gantt Chart.
Gatefold: A special two-part page in a magazine, with an outer part that folds over an inner part that is slightly narrower than the trim size of the magazine.
Gatekeepers: Persons who control the flow of information to others.
GBC Binding: General Binding Corporation trade name for plastic comb binding.
Generic Name: A brand name that has become associated with a product category rather than with a particular brand.
Gloss: Characteristic of paper, ink, or varnish that reflects relatively large amounts of light.
Glossy: Photographic print made on glossy paper.
Goals: Dreams with deadlines. Long-range plans.
Graphic Designer: Professional who conceives of the design for, plans how to produce, and may coordinate production of a printed piece.
Gross National Product (GNP): The most widely accepted measure of a nation's productivity; it consists of the value of all goods and services produced in a country in a year.
Gross Rate: The published rate for advertising space or time charged by a communications medium without regard to agency or seller's commissions.
Gross Rating Point: A unit of measurement of television, radio, or outdoor advertising audience size, equal to 1% of the total potential audience universe; used to measure the exposure of one or more programs or commercials.
Guru: A mentor or wise teacher who attracts deciples. Taken from Hinduism, a teacher or spiritual leader.
Gutter: Space between columns of type where pages meet at the binding.

H

Halftone: To photograph continuous-tones through a screen to convert the image into dots. The result is also called a halftone and may be either positive or negative and on film or paper.
Handouts: Printed materials used during a presentation. Appearance is very important. Distribution timing depends on the purpose and desired audience interaction.
Hardware (Computer/Internet related): All physical devices of a computer system (e.g., CPU, monitor, printer, disk drive, etc.) that input data, store data, and output data.
Headline: The main attention getting sentence or words in an ad or brochure spread. Also the main idea or message behind a radio or TV commercial.
HH: Households.
High Contrast: Few or no tonal graduations between dark and light area.
Hits (Computer/Internet related): The number of times someone accesses a Web page or site.
Home Page (Computer/Internet related): The first page of your Web site.
Horizontal Diversification: The term refers to the practice seeking to add new services that could appeal to its current patients, though technologically unrelated to its current services being offered.
Household: A housing unit and its occupants who share a common access to the outside and cooking facilities, in Census terms. Abbreviated HH.
HTML (Computer/Internet related): HyperText Markup Language - The coding language used to create Hypertext documents for use on the World Wide Web. HTML files are meant to be viewed using a Web browser, such as Netscape.
HTTP (Computer/Internet related): HyperText Transport Protocol - The protocol for transferring hypertext files across the Internet. Requires an HTTP client program on one end and an HTTP server program on the other.
Hyperlinks (Computer/Internet related): Any graphic or text item that contains links to another document or graphic causing them to be retrieved and displayed.
Hypertext (Computer/Internet related): Any text that contains links to other documents - words or phrases in the document that can be clicked on by a reader, causing another document or graphic to be retrieved and displayed.

I

Ideal Self Image: Our mental picture of ourselves as we would like to be.
Image: The body of feelings, impressions, and opinions regarding a corporate entity, e.g., a practice or a business firm, held by its various publics. The way an individual or group sees an object.
Image Maps (Computer/Internet related): Hyperlink graphics that contain coordinates which launch other documents.
Implementation: The actual execution of a strategic plan.
Implied Warranty: A legal promise that a product will serve the purpose for which it is intended, whether stated by the manufacturer or not.
Imposition: Arrangement of pages on mechanicals or flats so they will appear in proper sequence after press sheets are folded and bound.
Impressions: The total number of exposures to a specific advertisement in a specified period.
Impulse Items: Convenience products that are purchased not because of planning, but because of a strongly felt need.
Indicia: Postal permit information printed on objects to be mailed and accepted by USPS in lieu of stamps.
Inelastic Demand: A situation in which a percentage change in price brings about a smaller percentage change in quantity sold.
Inflation: A general increase in prices.
Innovators: Patients who are ready and willing to adopt a new idea.
Inquiry: A request from a potential customer made in response to an advertisement; useful in determining advertising effectiveness, the audience characteristics for different media, etc.
Intelligent Objectivity: A view of the work we do or the services we perform from the patient's point of view.
Interest: The charge for borrowing money or the return for lending it.
Internet Access Provider (Computer/Internet related): A company that provides access to the Internet; usually known as a Dial-Up Provider. Most IAPs charge a monthly fee and in return provide three things: local phone number, user name and password.
Internet Explorer (Computer/Internet related): Microsoft's proprietary Web browser (See Browser).
Internet Presence Provider (Computer/Internet related): A company that stores the information that makes up your Web page or site. An IPP does not necessarily provide access (dial-up service) to the Internet.
ISBN: International Standard Book Number assigned by the book's publisher using a system administered by the R.R. Bowker Company.
ISSN: International Standard Serial Number assigned by the Library of Congress in Washington DC to magazines, newsletters, and other serials requesting it.

J

Java (Computer/Internet related): Java is a programming language invented by Sun Microsystems. It is designed for writing programs that can be downloaded to your computer through the Internet and immediately run.
Jingle: Music and verse combined in a commercial; typically sung, and usually characterized by a compelling rhyme scheme.
JIT (Just In Time): An approach to inventory management derived from Japan in which needed raw materials inventory arrives exactly when it is to be used, or "just in time.
Job Enrichment: A job design technique that seeks to improve staff motivation and ultimately job performance by implementing more creative, challenging, responsible, autonomous jobs that give workers greater recognition and satisfaction.
Justified: Text aligned on both left and right margins (flush-left/flush-right alignment). Spacing between words and letters is adjusted so all lines begin and end in the same positions and paragraphs have a blocked look.

K

Keyline: Alternate term for mechanical.
Kickback: A portion of a fee, commission, or the like, passed by the recipient to the party who made its payment possible; e.g., a portion of an agency commission paid to an employee of an advertiser: considered unethical.
Kiosk: An interactive multimedia information booth.
Kosher: Food that is permitted according to a set of dietary restrictions found in the Old Testament. For many Jews, foods that are not kosher cannot be eaten. The term can also be used colloquially to mean anything acceptable.

L

Label: A tag or part of package that supplies information about a product or its seller.
Laggards: Consumers who are strongly oriented toward the past and very suspicious of new concepts; they are the last to adopt a new product.
Laissez-Faire: French for "Let (people) do (as they choose)." It describes a system that opposes regulation by the government in economic affairs beyond that which allows the free enterprise system to operate according to its own laws.
LAN (Local Area Network)(Computer/Internet related): A methodology employing both hardware and software to link computers to enable sharing of individual components and maximal efficiency of equipment use.
Laser Optical Disk (Computer/Internet related): A device used for the storage and retrieval of still pictures or video pictures and sound.
Last-In-First-Out: Noting or pertaining to an accounting system in which the inventory at the close of an accounting period is valued by the most recent price. Abbreviated L.I.F.O.
Lavaliere-Type Mike: A small microphone which can be clipped to clothing: usually cordless or equipped with a long cord to allow mobility when speaking.
Layout: Sketch or drawing of a design for a proposed printed piece showing position, size, and color of copy.
Lead: The name of any individual or organization that may be a potential customer.
Lead Time: The time before a presentation that is available for planning and production of needed materials.
Leading: The work managers perform to influence people to take effective action. Also, the vertical spacing between lines of text, measured in points.
Learning: The process by which people's experiences produce changes in their behavior.
Letterpress: Method of printing from raised surfaces. A letter press is the kind of press used.
Lifestyle: The person's pattern of living in the world as expressed in his or her activities, interests, and opinions.
Line Accountability: The obligation to carry to conclusion the work you do and to make the final decisions necessary to accomplish your objectives.
Line Art: Drawings completed in lines only, without shading.
Line Rate: A charge per line for newspaper space.
Lineage: A total amount of periodical advertising space named in the number of lines run.
Live Area: Alternate term for Image area.
Logo: A mark or special type design of a company's name. The logo is used in all communications to create part of the visual identity for a company or organization.
Long-Range Objectives: Objectives that extend beyond the current budget cycle of the practice.
Long-Range Planning: Planning that analyzes alternatives to achieving the mission. In long range planning, outputs are usually targets of opportunity within the industry or market.
Loss Leader: A product that is given a lower than normal price in order to attract customers to a store.
Luck: When preparedness meets opportunity.

M

Mail Interview: A survey technique in which questionnaires are mailed to potential respondents.
Mailing List: A list of addresses (preferably with names, but not always) that have identifiable and desirable demographics. These lists are compiled, rented, or sold for addressing direct mail pieces.
Mailing Service: Business specializing in addressing and mailing large quantities of printed pieces.
Makegood: The broadcast of a television or radio commercial free of extra charge to its advertiser, to make amends for faulty presentation or for failure to present the commercial at the originally scheduled time.
Makeover: A professional starts from scratch, assesses an individual's best assets, then highlights their best features to enhance attractiveness. That's precisely what can be done with your practice. Enhance practice assets - achieve success.
Management: Working with and through other people to accomplish the objectives of both the organization and its staff members.
Management Activities: The functions of planning, organizing, staffing, coordinating, motivating, leading, and controlling in order to get results effectively through other people by the process of delegation.
Management by Objectives (MBO): A systematic approach that allows management to focus on achievable goals and to attain the best possible results from available resources.
Management System: A changing, viable, and integrated human system made up of interrelated and synergistic subsystems that work together under a guiding logic.
Margin: The difference between cost and selling price of a product; computed either as a cost figure or as a percentage of the selling price. Also, space forming the border of a page or sheet.
Market: The set of all actual and potential buyers of a product or service.
Market Segment: A group of potential patients within a market who have relatively similar wants and needs.
Market Segmentation: A marketing strategy in which a large, heterogeneous market is broken down into small, more homogeneous segments and a separate marketing program is developed for each segment.
Marketing: Investigating to identify and define patient needs and wants. Formulating plans that will satisfy these needs and wants.
Marketing Audit: A comprehensive, systematic, independent, and periodic examination of a practice's marketing environment, objectives, strategies, and activities.
Marketing Firms: Business firms, such as advertising agencies, marketing research firms, and marketing consulting firms, that assist in targeting and promoting the practice's procedures to the right target audiences.
Marketing Information System (M.I.S.): A set of procedures and methods for regular, planned collection, analysis, and presentation of marketing information.
Marketing Management Process: Consists of (1) analyzing market opportunities, (2) selecting target markets, (3) developing the marketing mix, and (4) managing the marketing effort.
Marketing Mix: The combination of activities involving product (services), price (fees), place (office), and promotion that a practice undertakes in order to provide satisfaction to current and potential patients in a given market.
Marketing Plan: A strategy for marketing a product or service.
A comprehensive document containing background and supportive detail regarding a marketer's objectives and strategies.
Marketing Research: Research designed to supply information necessary for the effective marketing of patient desired services.
Mass Marketing: A style of marketing in which the seller mass-produces, mass-distributes, and mass-promotes one product to all buyers.
Matte Finish: Slightly dull finish on coated, lightly calendered paper.
McCoy, the real: The best of its kind, the real thing.
Mea Culpa: An expression from Catholic ritual that assigns blame to oneself.
Mean: A number equal to the sum of all the numbers in a set divided by the quantity of numbers in the set. Thus, 8, 6, 3, 7 added together equal 24, and since the set contains 4 numbers the mean is 6.
Mechanical: Camera-ready assembly of type, graphics, and other line copy, complete with instructions to the printer.
Median: In a list of numbers, the number above which half of the numbers in the list fall and below which the other half fall.
Meet One's Waterloo: To encounter one's ultimate obstacle, and to be defeated by it.
Message: An idea that is to be conveyed from a source to a receiver.
Metallic Ink: Ink containing powdered metal that sparkles in light.
Method to his (her) madness, There's: There is often a plan behind a person's apparently inexplicable behavior.
Micrometer: Instrument used to measure thickness of paper.
Mind your Ps and Qs: Pay attention to details.
MIS (Management Information System)(Computer/Internet related): A system that integrates all people, procedures, data and equipment of an organization into a comprehensive system that produces all the required information for all levels within the organization.
Missionary Patient: A patient whose legitimate expectations have been exceeded to the point where they will recommend a practice's services to others.
Mode: In a set of data, the number that occurs most frequently.
Model: An actual product or miniature scaled mock-up that closely resembles the real product.
Modem (Computer/Internet related): A device that transfers digital computer signals to analog signals for transmission over telephone lines. Another modem on the receiving end transfers signals back to digital.
Modus Operandi: The way someone does something; a characteristic method.
Moire: Undesirable pattern in halftones and screen tints made with improperly aligned screens.
Mosaic (Computer/Internet related): The first Web browser that was available for the Macintosh, Windows and UNIX all with the same interface. Mosaic started the popularity of the World Wide Web.
Motivation: The process of stimulating an individual to take action that will accomplish a desired goal. Also, an internal psychological state which serves as the basis of action.
Motive: A need or want that is activated by a particular stimulus and initiates behavior toward some goal.
Mottle: Spotty, uneven ink coverage especially noticeable in large solids.
Multi-National Company (MNC): A company established in one country (parent country) and doing business in a foreign country (host country).
Multicolor Printing: Printing done in more than one ink color.
Murphy's Law: A rule originated by engineers that states, "If something can go wrong, it will." An addition to this law reads, "and usually at the worst time."

N

National Advertising: Advertising serving a common objective delivered to a nation-wide market.
Need: Something that is lacking that is necessary for a person's physical or psychological well-being.
Need Hierarchy: The five different levels of individual needs identified by Abraham H. Marlow in his theory of motivation; namely, physiological, safety, social, esteem or ego, and self-actualization.
Netscape (Computer/Internet related): The most popular Web browser. It is estimated that 85% of all Internet users use Netscape as their default Web browser (See Browser).
Newsgroups (Computer/Internet related): The name for discussion groups on USENET. (See USENET).
Newsletter: A communication vehicle which aims to tell potential and current patients who you are, where they can find you and what services you provide.
Noise: Anything that changes a message but is not part of either the sender or receiver. Also, any distraction that interferes with the effectiveness of a communication.
Nuclear Family: A husband and wife and their children.

O

Objective: A result expected by the end of a predetermined timeline that when accomplished will positively affect the degree of success the practice achieves.
Odd Pricing: A form of psychological pricing in which the price is an odd number or a number just below a round number.
Offset Printing: Method of lithographic printing that transfers ink from a plate to a blanket, then from the blanket to paper.
Open-Ended Question: A question that allows the respondent to answer in his or her own words.
Organization: A social unit characterized by explicit goals, definite rules and regulations, a formal status structure, and clear lines of communication and authority.
Organizational Chart: A diagram used in presentations for illustrating hierarchical relationships such as a company structure.
Organizing: The work managers perform to arrange and relate the work to be done so it can be performed effectively by people.
Original-Equipment Manufacturing (O.E.M.): An organization that purchases industrial goods to incorporate into other products.
Out Of Pocket: Costs or expenses (usually paid in advance) for services or merchandise provided to a practice by an outside supplier that are not within the supplier's own production capability.
Overhead Transparencies: Plastic sheets printed with text, graphics, or pictures, allowing an image to be projected to a screen by means of an overhead projector. Also referred to as view graphs, foils, or overheads.
Overrun: The number of pieces that were printed in excess of the quantity specified. The printed pieces in an overrun are referred to as "overs."

P

P.O.P.: Display material used at the "point of purchase."
Pad: To bind by applying glue along one edge of a stack of paper.
Pallet: Wooden platform used as a base for loading and moving products. Also called a skid.
Patent: A grant by a government of exclusive right to produce or to license the production of an invention for a certain period; in the U.S., the period is 17 years.
People Skills: A popular term describing a group of interpersonal relationship skills, including communication, knowledge and application of motivational concepts, goal-setting abilities, and performance appraisal skills.
Perception: The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world.
Periodical: A publication that appears at regular intervals, such as a newspaper or magazine.
Perseverance: Persistence in anything undertaken. The habit of persevering.
Persistence: Steady continuance in a course. Tenaciousness of purpose.
Personality: The person's distinguishing psychological characteristics that lead to relatively consistent and enduring responses to his or her own environment.
PERT: Project Evaluation Review Technique - A network model that aids management in determining the correct and most economically efficient sequence of tasks for completion of a project.
Pixels (Computer/Internet related): The tiny dots of light (picture elements) that form characters and objects on a computer monitor. The clarity of the monitor is determined by the pixel resolution (the density of the pixels).
Plan: A written document that specifies resource requirements, costs, expected benefits, and activities necessary to achieve a goal.
Planning: The process of predicting future events and using those predictions to set courses of action that will achieve the practice's goals.
PMS: Abbreviation for Pantone Matching System; a check standard trademark for color reproduction and color reproduction materials owned by Pantone, Inc.
Point: In paper, unit of thickness equaling 1/1000 inch. In typesetting, unit of height equaling 1/72 inch.
Policies: General broad guidelines for action to attain specific goals.
Positioning: Designing a practice environment so that it is attractive to the market that you are targeting, then developing a strategy and tactics that informs patients of your unique capabilities and how the practice meets their specific needs.
Post-Mortem: Autopsy; figuratively, any analysis that follows an event: "when the campaigning is over, we'll have a post-mortem to find ways of improving it for next year."
Posters: Thick, oversized pieces of paper. Posters can be prepared during a presentation or can be made in advance using a computer, software, and printing devices to make professional-looking printed visuals.
Practice Culture: Practice norms, or "how things are done here." The culture is based on the shared beliefs and assumptions of the doctor and staff members of the practice.
Press Kit: Most organizations assemble press kits that contain their backgrounder, photos, recent news releases, and product literature. These kits are sent or given to inquiring editors.
Press Proof: Proof made on press using the plates, paper, and ink specified for the job.
Press Run: The number of pieces printed.
Price: That which the buyer gives up in exchange for something that provides satisfaction.
Price Break: Quantity level at which unit cost drops.
Primary Data: Data that is collected specifically for use in a particular research project.
Printing: Any process that repeatedly transfers an image to a source (usually paper) from a plate, die, negative, stencil, or electronic memory.
Private Label: A wholesaler's or retailer's label bearing his private brand.
Proactive Adaptation: An approach to social responsibility in which a practice anticipates future social problems and acts to deal with these future problems before they become significant.
Process Colors: The colors needed for 4-color process printing: yellow, magenta, cyan, and black.
Production: The process of converting the contents of a manuscript, illustration material, general design, layout, or storyboard, etc. into a printed book, magazine, advertisement, script, commercial, etc.
Promotion: Any technique that persuasively communicates favorable information about a seller's product to potential buyers; includes advertising, personal selling, practice promotion, and public relations.
Proof Sheet: Photographer term for sheet of images made by contact printing negatives.
Proofread: To read a document for the purpose of checking spelling, grammar, the correctness of the typesetting, and of adding corrections and alterations. See Figure 4 on page 273 for a listing of the proofreading symbols.
Prorate: To divide or distribute a sum of money proportionately. For example, if one owned an automobile for only three months, an insurance company would prorate the annual premium by charging only one-quarter of it.
Psychographics: The technique of measuring lifestyles.
Public Relations: A promotional activity that aims to communicate a favorable image of a doctor, or the practice and to also promote goodwill.
Publicity: Any message about a practice that is communicated through the mass media but is not paid for by the doctor.
Publish: To produce and sell or otherwise make available printed communication to the public.
Pulp: Mixture of wood and/or cotton fibers, chemicals, and water from which mills make paper.
Purpose: That which is set up as an objective to be reached or accomplished. The end result. The aim. It is the reason for being.

Q

QC: Quality control.
QC (Quality Circles): Small groups of workers and management that meet on a regular basis during the regular workday and attempt to improve quality and help cut costs by making creative suggestions to practice management.
Quantity Discount: A discount offered to buyers that purchase larger than normal quantities of a product or service.
quid pro quo: A fair exchange. Latin, meaning "something for something."

R

R. and D.: Research and development.
Raised Printing: Alternate term for Thermography.
RAM (Computer/Internet related): Random Access Memory. The volatile memory of a computer system that is operating when the system is on and inactive when the system is off.
Random Sample: A sample taken from a population each member of which has an equal chance of being selected.
Rate: The amount, per unit of space or time purchased, charged by a communications medium, such as a newspaper or television station to an advertiser.
Rate Card: A card giving the advertising rates and other pertinent information for a communications medium.
Reach: The percentage of total prospects that are exposed to a specific advertisement in a specified period.
Rear Projection: The capability of equipment to project images from behind a wall or drape at the focal point of the presentation room. Only the visual, not the equipment, is visible for audience viewing.
Rebate: The return of part of a payment for a good. Unlike a discount, which is deducted from the price before purchase, a rebate is returned after purchase.
Recession: A general business slump that is less severe than a depression.
Recruiting: The activity of locating skilled salespeople and inducing them to apply for employment.
Red Herring: In argument, something designed to divert an opponent's attention from the central issue. If a herring is dragged across a trail that hounds are following, it throws them off the scent.
Refund: A return of some or all of an amount of money exchanged for the purchase of goods or services issued by the seller.
Resize: To alter the dimensions of an advertisement for use in a periodical space other than that for which it was originally designed. Also rescale.
Responsibility: The work assigned to a position.
The duty or task to be performed.
Resume: An individual written summary of personal, educational, and experience qualifications intended to demonstrate an applicant's fitness for a particular position or positions; a digest of qualifications for a job.
Retouch: To enhance a photo or correct its flaws.
Reverse: Type or other image reproduced by printing the background rather than the image itself, allowing the underlying color of paper or previously printed ink to show in the shape of the image.
Rob Peter to pay Paul: To harm one person in order to do good to another; by extension, to use money or resources set aside for one purpose for a different one.
Rollout: An approach to new-product introduction in which the product is launched in an ordered series of geographic areas over an extended period.
Routine Objectives: Objectives that are on-going that occur from year-to-year.
Rule: Line used for graphic effect.
Run: Total number of copies ordered or printed.

S

Saddle Stitch: To bind by stapling sheets together where they fold at the spine.
Safety: The distance between a magazine's page edge and printed copy (type and/or illustrations) not intended to be trimmed off in a full or partial bleed advertisement.
Sans-Serif: Sans-serif type does not have serifs; for example, the letter "I" is a vertical line with no ornaments at the top or bottom.
Scanner (Computer/Internet related): A device that digitizes an image (artwork, photographs, or text) and stores it as a computer file. The use of optical character recognition software is needed to interpret the scanned image as text.
Scenario Planning: A disciplined method for imagining and studying a practice's possible futures.
Scenarios: Hypothetical sketches of what the practice's future could look like.
Score: To compress paper along a line so it will fold more easily.
Search Directories (Computer/Internet related): Same as a Search Engine, although information is stored and displayed by categories. Yahoo! Is a good example of a search directory.
Search Engines (Computer/Internet related): Database-driven Web sites dedicated to storing vast amounts of information on different Web pages, most often free. Used primarily to locate Web pages containing info on a particular subject or topic.
Segment: Dividing your patients, or potential patients, into meaningful and distinct markets that might merit separate market plans.
Self-Cover: Publication made entirely from the same paper so that the cover is printed simultaneously with inside pages.
Selling: The process of assisting and/or persuading a prospective customer to buy a good or service or to act favorably on an idea.
Serif: Serifs are small ornaments at the ends of the lines that constitute a letter. Serifs make type more readable by helping the reader's eye stay on the line.
Service: Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product or procedure.
Simultaneous Events: Those steps of a task which can be performed at the same time.
Slice-Of-Life Advertising: Advertising that portrays consumers in realistic situations that are consistent with consumers' perceptions of their own lifestyles.
Social Responsiveness: The extent to which a practice is responsive to its perceived social obligations, generally a measure of business effectiveness and efficiency in pursuing actions which meet social obligations.
Socialization: The process by which we learn the values and norms of our culture.
Software (Computer/Internet related): Programs of instructions controlling actions of hardware components of a computer system, I.e., data acquisition, processing and manipulation, and storage are controlled by software programs.
Sound Effect: Any sound produced for a dramatic performance or the like, other than one by the human voice or a musical instrument. Abbreviated S.E., S.F.S.
Sound Man: A person responsible for producing sound effects.
A person responsible for recording the audio portion of a motion picture or video-tape.
Source: The originator of a message.
Sowing and Reaping (Biblical saying): "What so even a man (or woman) sowith that also shall he (or she) reap." If you sow clear objectives into your plan, and pursue them, you will reap clear results and rewards in your practice.
Specialty Advertising: Printed advertising on products such as mugs, matchbooks, jewelry, and pencils.
Specifications: Complete and precise descriptions of paper, ink, binding, quantity, and other features of a printing job.
Spider (Computer/Internet related): The method used by most Search Engines to retrieve or collect data from Web pages.
Spokesperson: The person who delivers the message in a testimonial.
Staff Accountability: The obligation to provide advice and service to others in helping them to accomplish their objectives.
Staff Responsibility: The work you do to help "others" accomplish their objectives.
Standard Industrial Classification(S.I.C.): A.U.S. Bureau of the Census classification of industries based on the product produced or operation performed by the industry.
Status Quo: The existing order of things; present customs and practices; from Latin, meaning "the state in which."
Storyboard: A visual outline of a presentation showing sketched layouts of images to be developed with the computer using presentation software. The images can be sketched on paper or on note cards by hand to allow easy rearranging.
Strategic Plan: A long-term plan covering a period of 3, 5, or sometimes 10 years.
Strategic Planning: Planning that addresses the mission of the practice in terms of its main business. Outputs of strategic planning include broad, general guidelines - for example, which target markets to pursue.
Strategy: Sometimes defined as the way a company plans to create unique value.
Style: A basic and distinctive mode of expression appearing in a field of human endeavor.
Stylist: A person who arranges materials such as food, hair, or apparel into attractive or suitable visual compositions.
Subcultures: Groups of people with shared value systems emerging from their common life experience or circumstances.
Success: Progressive realization of a worthy goal. The pursuit of a worthy idea. The success lies in the journey, not only in the achieving.
Suppliers: Business firms and individuals who provide resources needed by the company and its competitors to produce the particular goods and services.
Sweepstakes: A sales promotion technique in which prizes are tied to chance and consumers are encouraged to buy a product as part of the entry procedure.
System: An integrated whole, made up of diverse but interdependent parts that work together in unison under the influence of a guiding logic and complement one another in the attainment of common objectives.
Systems Manual: Taken from the Latin script "manualis", pertaining to the hand. A manual is a "handbook", a ready-reference. A systems manual is a handbook or an assemblage in organized fashion of the systems that manage a practice.

T

Take the Bull by the Horns: Take the initiative in confronting a difficult position.
Target: Focusing on a market that could be attracted to the practice's specific services and developing a plan tailored to meet the specific needs and wants of that specific group.
Target Marketing: A process in which the marketer evaluates a number of market segments, decides which one or ones to serve, and develops and implements a unique marketing mix for the target segment(s).
Tearsheet: An unbound periodical page showing an article, advertisement, etc. as printed; used as a proof or as an extra copy.
Telecommuting: Refers to "out-of-the-office" work arrangements. An alternative workplace program. It is an excellent arrangement for a part-time marketing associate for your practice.
Telemarketing: The sale of goods and services by telephone.
Telephone Interview: A survey technique in which respondents are questioned by telephone.
Test Marketing: Selecting one or more markets in which to introduce a new service and marketing program to see how well they perform and what revisions are needed, if any.
Testimonial: An advertising message that is presented by someone who is viewed as an expert on the subject.
Theory X: A characterization of the traditional view of the worker as lazy, not motivated, disliking work, seeking security, not really creative, and possessing limited intellectual capacities.
Theory Y: A characterization by Douglas M. McGregor of a more contemporary and humanistic view of the worker as responsible, committed to accepting challenge, creative, and capable of learning to accept responsibility.
Theory Z: Japanese Management Theory. Theory that stresses decision-making by group consensus and places emphasis on achievement of the group rather than the individual worker.
There is no joy in Mudville: A line from "Casey at the Bat," describing the reaction of the home-town crowd when their hero, Casey, strikes out, losing the big game. In general, the expression is used to describe any disappointment.
Thermography: Printing process which imitates engraving by means of dusting wet print with a powder and heating it to produce raised letters.
Thirty-Five mm Slides: Slides produced with photographic film in 35 millimeter gauge. They are developed as any other slides, provide vivid color for presentation visuals, and contribute to a very professional-looking presentation.
Threat: An unfavorable trend or situation that could prevent the practice from satisfying a want or need, or achieving a desired goal.
Thumbnail Sketch: Rough sketch of a design.
Timbuktu: A remote town in western Africa. Figuratively, to go to Timbuktu is to go to a faraway and unknown place.
Tip of the Iceberg: Only a hint or suggestion of a much larger or more complex issue or problem.
Top of Mind: The first brand or advertising campaign that comes to a respondent's mind in connection with awareness and attitude research.
Total Quality Program: The most common of the Japanese-inspired efforts to build quality into a product or service as it is produced or performed. Quality may be defined as closeness of fit to specifications and customer needs.
Trademark: Any symbol, piece of writing, or combination of both registered for legal protection with the Federal government for exclusive use by a manufacturer, merchant, or the like in association with his goods or services.
Transaction: A trade of values between two parties.
Trial: The consumer's initial purchase and use of a product or brand.
Turn Over a New Leaf: To begin anew; to change one's ways.
Turnaround Time: Amount of time needed to complete a job or one stage of it.
Typeface: A specific type design, such as Times Roman or Garamond. Some people use the terms typeface and font interchangeably.
Typo: Used to indicate the source of a typographical flaw or mistake in typing.

U

U.S.P.: Unique Selling Proposition. Idea developed by the late Rosser Reeves. It suggests finding a particular selling point that clearly distinguishes a product (or practice) from its competitors in a unique way.
Uncoated Paper: Paper that is not clay coated.
Undifferentiated Marketing: The practice decides to ignore marketing differences and go after the whole market with one market offer.
Up: Printing two up or three up means printing the identical piece twice or three times on one sheet of paper in one impression.
Upper-Case: Capital. Abbreviated UC.
URL (Computer/Internet related): Uniform Resource Locator - Also known as a Web address, a URL is the location where Internet documents reside.
USENET (Computer/Internet related): A worldwide system of discussion groups, focusing on specific topics, with messages passed among hundreds of thousands of machines. Is commonly known as Newsgroups.

V

Values: The deeply held beliefs and attitudes of the members of a particular society.
Variable Costs: Those costs of production that vary directly with the number of units produced, generally direct labor material costs.
Varnish: Clear liquid applied like ink on press for beauty and protection.
Vice Versa: In reversed order.
Video Conference: An audio and video conference between two or more locations.
VIP: Abbreviation for "very important person."
Visuals: Objects or projected images containing text, graphs, and illustrations used to clarify a presentation message.
Voice-Overs: The audio portion of a multimedia program when a graphic or video is displayed and the speaker can be heard but not seen.
Voila: French for "There you have it," or "There it is."

W

Walk-Through: An early rehearsal for the purpose of allowing a show's performers to become acquainted with dialogue, motions, etc.
Want: Something that is lacking that is desirable or useful. It is formed by a person's experiences, culture, and personality.
Warranty: A manufacturer's promise that a product will serve the purpose for which it is intended.
Warts and all . . .: A small, dry, hard lesion on the skin. Phrase has come to mean accepting a project or situation "as it exists," not being concerned with the short comings.
Wash Up: To clean ink from rollers, fountains, and other components of a press.
Watermark: Distinctive design created in paper during manufacturing.
Web: A roll of printing paper that allows continuous and repeated printing on a rotary press; used especially for newspapers, magazines, and long run collateral pieces.
Web Address (Computer/Internet related): See URL.
Web Page (Computer/Internet related): An HTML document used on the World Wide Web.
Web Site (Computer/Internet related): Two or more Web pages. Usually a collection of Web pages which address a particular business, subject or topic.
Web-Fed Press: A rotary printing press using curved plates to print on a continuous roll of paper at high speeds.
Weight: A description of paper stock weight based on weight of a ream (500 sheets) of predetermined size; e.g. 500 sheets, 25 by 38 inches, of enamel stock weighing 60 lbs. Is called 60 lb. Enamel.
Widow (in typesetting): An objectionable short line, usually one word, or the end of a hyphenated word in a column of type.

X

X Axis: The horizontal line of a chart showing independent data classification. It usually shows time stated in years, months, quarters, or weeks. (For a vertical bar chart, see the Y axis).

Y

Y Axis: The vertical line of a chart showing the values of the dependent variable data set. This is usually the focus of the chart. (For a horizontal bar chart, see X axis).
Ying and Yang: Chinese theory of the two forces in the universe. Ying is the passive, negative force and Yang the active, positive force.

Z

Zoom In: To move swiftly from a long or medium camera position, to a close-up, without changing shots.
Zoom Lens: A camera lens capable of rapid changes of magnification and range, and hence, scene scale. Also zoomar lens.
Zoom Out: To move rapidly from a close-up or medium camera position to a long position without changing shots.

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