Advertising Specialty: a reference to promotional giveaways carrying an imprinted
advertising
Business Gift: product that usually does not carry an imprinted company
advertisement, given by a business in goodwill
Debossing: image pressed into a material’s surface, sitting below the product
surface
Direct Premium: an item given free with a purchase
Direct Response Advertising: advertising that assumes an immediate response from
the target audience
Embroidery: design stitched onto the material, most commonly used on logo patches
and wearable items
Font: a collective reference to the typeface including numbers and special
characters that have a unified design
Fulfillment: reference to the process of packaging and shipping an order to the
distributor
Image Advertising: advertising aiming at creating a positive image about the
advertiser
Incentive: reward for a purchase in the form of premiums or advertising
specialties
Logos (Trademarks): a company’s registered symbol used in identifying and
advertising
Overrun: an addition to the number of products ordered
Point-of-purchase Advertising (POP): promotion materials placed within retail
stores
Premium: product or service offered as a reward upon purchase
Underrun: a shortage in the number of products as opposed to the ordered
amount
