 |
Sales
promotion |
Marketing
activities that stimulate consumer purchasing and dealer
effectiveness through a combination of personal selling,
advertising, and all supplementary selling activities. |
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Sans-serif
type |
A
typestyle of lettering with no serifs, or cross strokes
at the end of main strokes. |
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Scanners
|
An
optical character recognition machine which consists of
a scan head, a computer processor, and an output device.
Used for interpreting documents, invoices, bar-codes,
and photos for use in Color separations. |
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Script
Writing |
The
ad copy and direction for
commercials and multimedia
presentations. |
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Search
Engine |
A
search engine is a program that searches documents (i.e.
web pages, which are HTML-documents) for specified keywords
and returns the list of documents. A search engine has
two parts, a spider and an indexer. The spider is the
program that fetches the documents, and the indexer reads
the documents and creates an index based on the words
or ideas contained in each document. |
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Self-mailer
|
A
direct-mail piece in which no envelope or wrapper is required
for mailing. |
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Semiotics
|
Refers
to theories regarding symbolism and how people glean meaning
from words, sounds, and pictures. Sometimes used in researching
names for various products and services. |
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| |
Serif
type |
Short,
decorative cross lines or tails at the ends of main strokes
in some typefaces, such as Roman lettering. |
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Signage
|
Indoor
or outdoor presence or advertising. |
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Silk
screening |
A
color printing method in which ink is forced through a
stencil placed over a screen that blocks out areas of
an image, and onto the printing surface. |
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| |
Slicks |
A
high-quality proof of an advertisement printed on glossy
paper which is suited for reproduction. |
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Spider/Robot |
A
software program that search engines use that visit every
site on the web, following all of the links and cataloguing
all of the text of every web page. |
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Spread
|
Refers
to a pair of facing pages in a periodical, or an advertisement
which is printed across two such pages. |
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Strategic
planning |
Determination
of the steps required to reach an objective of achieving
the optimum fit between the organization and the marketplace.
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