| Direct Mail Marketing Glossary |
| Bulk Rate |
The process of preparing and sorting mail to qualify for reduced postage rates. |
| Copy |
Your copy is your offer or message. |
| Crop |
Trimming portions from around the image in order to make it the proper proportion for your job. |
| Crop Mark |
A small mark outside the printed area used to show how a print job should be cut. |
| DPI (Dots Per Inch) |
DPI is a measurement of how many dots can fit into one inch. The more dots the sharper the image will be. |
| EPS (Encapsulated Postscript File) |
EPS is the file format for high-resolution images that is often used when transferring an image from one program to another. |
| File Format |
Each different type of file has a different file format. A file format specifies how information is organized. (Examples: .doc, .txt, .pdf) |
| FTP (File Transfer Protocol) |
A protocol or method used to transfer or copy files between computers over the Internet. |
| High Resolution |
This refers to the resolution of an image indicating the number of dots per inch (dpi). The range can be from 300 dpi to 2,500dpi. |
| JPEG (Joint Photographic Experts Group) |
This is a type of file that retains a higher degree of color. Uncompressed JPEG can be used for high-quality printing for postcards and such. |
| Line Screen |
The number of dot lines created per inch, or lines per inch (LPI). |
| Low Resolution |
This refers to the resolution of an image indicating the number of dots per inch (dpi). Low resolution can be from 72 dpi to 250 dpi. |
| PDF (Portable Document Format) |
PDF is a popular way of formatting documents so they can be viewed and printed on multiple platforms without changing. PDF is developed by Adobe as a standard for the web and for printing. |
| Pixel |
An image displayed on a computer is made up of lots of dots called pixels. A number of pixels displayed is referred to as the image's resolution. |
| Resolution |
The number of pixels that can fit into one inch determines the sharpness and quality of an image. Computer monitors are 72-96 DPI while most printed jobs are 300 DPI or above. |
| RGB (Red, Green, Blue) |
Computer monitors display color in RGB. |
| Standard Mail |
This refers to the process of preparing and sorting mail to qualify for reduced postage rates.Standard Mail postage is lower than First-class, however Standard Mail has a longer delivery time. |