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PROMOTIONAL ITEMS GLOSSARY (C)


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CAD/CAM
Computer Assisted Design/Computer Assisted Makeup or Manufacturing.

Calvary Twill
Strong rugged fabric with a pronounced twill line on the back. Made with a steep 63-degree twill weave,
worsted yarns and a very tight weave. Used for sportswear, uniforms, coats, and suits.

Camera-Ready Art
Any drawing, photos, illustration or lettering suitable for photographic reproduction.

Cami-Strap
Very narrow shoulder straps.

Canvas
Heavy, firm, strong plain weave or basket weave fabric often made of cotton. It is produced in many
grades and qualities and may have a soft or firm hand.

Cartoon
Prior to the modern method of digitizing on-screen, an enlarged picture or cartoon of a design was drawn, using the industry-standard six to one ratio (the cartoon being six times larger than the resulting
design).

CAS (Certified Advertising Specialist)
Designated industry title signifying that the holder has attained seven certified education units by attending 70 hours of educational offerings.

Casting
Method in which molten metal is forced into a mold of rubber or plaster, then cooled into the desired shape.

Casual Microfiber
100% Polyester Microfiber fabric that is water repellent and wind resistant.

Catalog Price
Price of a product shown in a supplier's catalog. There can be no requirement, implied or expressed, by the supplier that the price be adhered to by any person selling that product. Also known as Suggest List Price.

Cavalry Twill
A type of Twill Weave (Pattern of the Twill).

CD-ROM
Compact Disc - Read Only Memory An optical storage technology that stores and plays back data.
“Read only” means the information on the disc may be capable of being displayed or used but not deleted. CD-ROMs are commonly used for encyclopedias, dictionaries, and software libraries, and they are also used for multimedia applications. One CD-ROM can hold around 650 megabytes, or the equivalent of 700 floppy disks. CD-ROMs have become a favorite medium for installing programs, since they cost only slightly more to manufacture than floppy disks and most major software applications would require at least five floppies. Most computers now have a CDROM drive. Don’t sound hopelessly out of touch with technology—be sure to use the term “CD-ROM” to refer to the technology or the discs, but not to the hardware you play the discs on; that’s a “CD-ROM drive.”

CDR (or) .cdr
CorelDRAW!

CGM
Computer Graphics Metafile

Chain Stitch
Named for its resemblance to a chain link, this stitch is usually applied using a single head embroidery
machine.

Chalk Stripes
White or light-colored stripes woven against a dark background, like a chalk mark on a blackboard. They are usually more widely spaced than pin stripes.

Challis
High-quality, lightweight, especially soft fabric made with tightly spun worsted yarns and a plain weave,
although sometimes a twill weave is used. Originally printed with small floral designs, now also made in plain colors and dark all-over prints. Used for scarves, blouses, and dresses.

Chambray
Plain weave fabric usually of cotton, rayon, or a blend of these. Chambray usually has yarn dyed yarns in
the warp direction, and white yarns in the filling direction. It is often made in striped patterns. It is also
frequently made with indigo or pigment dye to face with multiple washings. A dressier fabric woven with white threads across colored threads.

Chenille
A form of embroidery, widely used in the college apparel markets, in which a large loop stitch is left on
the top of the fabric. This embroidery utilizes the chain stitch described above. Uses heavy yarns of wool, cotton, or acrylic. Also known as loop piling.

Cheviot
Broad term for rough surfaced, heavily fulled woolen or worsted fabrics used to make suits and overcoats.

Chino
Twill weave fabric with a slight sheen, often made in a bottom weight fabric of cotton or cotton/polyester.
Frequently, it is made of combed, two-ply yarns in both warp and filling and vat-dyed in khaki.

Clean-Up Charge
Factory charge added for the labor costs involved in cleaning the printing press after using a nonstandard ink. Also known as a wash-up charge.

Clients
Individuals who buy promotional products from distributors.

Cloisart
Hot-stamp procedure where the desired logo/copy is foil hot-stamped on a solid brass or metal base, then covered with epoxy dome.

Cloisonne
Product in which a colored paste, made from ground glass, is applied to recessed areas, then fired at 1400 degrees and polished by stone and pumice to achieve brilliant color. Since gullies and ridges separate each individual color, fine lines between them are difficult to achieve.

CMYK
Cyan, magenta, yellow, black subtractive colors for process color reproduction.

Collateral Materials
Advertising materials that are not transmitted to consumers via traditional ad media, such as catalogs,
shelf cards, posters, specification sheets and trade information materials.

Collarette
The trim around the neck of a t-shirt or sweatshirt.

Collectibles
Premiums designed to have inherent value based upon their perceived collectibility.

Color Correction
Any method, such as masking, dot-etching, re-etching and scanning, used to improve color rendition.

Color Families
Traditional tones are classic and timeless shades often deep and saturated. These colors include navy
blue, forest green, burgundy, olive, along with khaki and cream.

Color Proof
First or early printing of a finished color ad, combining impressions from each of the separate progressive color plates.

Color Separation
Separation of multicolored original art by camera or laser-scan techniques to produce individual separated colors. There are four common separations: yellow, magenta, cyan and black.

Colorfast
Prevents the dyed color of a garment from fading due to sunlight, body moisture, laundry bleaches, or
stained removal.

Column Stitching
Tightly placed zig zag stitching. Straight or curved, it is commonly used in lettering and in borders. Also
known as Satin Stitching or Steil stitching.

COM
Although it’s in all capital letters, COM is not an acronym. It’s a abbreviation of communications, and it’s
used to describe the serial port on a PC. COM is generally used in conjunction with a number, as in
COM1, COM2, COM3, or COM4 (for example, a printer port).

Combed Cotton
Cotton yarn that has been combed to remove short fibers and straighten or arrange longer fibers in parallel order resulting in a smooth yarn used in finer garments.

Combination Sale
Tie-in of a premium with a purchase at a combination price; sometimes self-liquidating; on an on-pack

Compacting Mechanical
Process in which knit fabrics are compressed in the lengthwise direction to tighten the construction and control shrinkage.

Complex Fill
A digitizing term used to describe a pre-defined section of a design that includes areas of knock out
(fabric show through).

Comprehensive Layout
Final stage of a layout, finished to very closely resemble how the printed piece will look.

Compression
The process of making computer data smaller so less is needed to represent the same information and, consequently, the information takes up less disk or file space and may be transmitted in less time.

Computerized Composition
All-inclusive term for the use of computers to automatically perform the functions of the hyphenation, justification, and page formatting.

Condensed Format
Type of embroidery machine output format. The recording of only the points digitized which are later
expanded to include all the stitches the machine will stitch in the format required.

Consumer Promotion
Program which uses premiums or other incentives to get buyers to sample, purchase or remain loyal to a product or service.

Container Premium
Product packed inside a special reusable container that is different from the product's standard
packaging.

Content
Textual information, images, art, diagrams, videos that appear on the Web site.

Content Management
Process by which information is modified on a Web site.

Contest
Competition based on skill, in which prizes are offered. Proof-of-purchase is usually required with
entry.

Continuity Program
Promotion in which a set of related specialties or premiums are offered over a period of time.

Continuity Promotion
Supermarket or other retail plan. (See Piece-a-Week and/or Tape Plan) Term may also apply to Coupon
Plan.

Continuous Tone Art
Photography, painting or other piece of art in which black-and-white tones gradually merge into one
another.

Contrasting
Using an embroidery thread color different from the color of the garment. For example, yellow and white
thread used to embroider a navy blue shirt.

Controlled-Markdown Plan
Retail stamp or tape-redemption program that apples all markdowns to a limited group of grocery items and restricts them to loyal customers.

Cool Mesh
Similar to a pique knit but with a more open texture for increased breathability. Features a soft hand for better comfort.

Cool Weave
Similar to a pique knit, but with a more open texture for increased breathability. Slightly larger knit than Cool Mesh, it has a denser feel.

Cooperative (Co-op) Program
Arrangement whereby the marketing elements (usually dealers) of a company order specialties from
a specific distributor who has been awarded the exclusive right to imprint the corporate logo, in return
for advantages to the company and dealers.

Coordinating
Thread colors are chosen that coordinate with the garment. For example, a navy blue shirt with a dark
green collar and cuffs would have a dark green embroidery.

Copy
Written content of advertising or editorial matter in the media.

Copy Testing
Tests to determine consumer response to advertising copy and more broadly, to the total content - written and visual - of advertisements.

Cord Locks
A stopper or toggle on a drawcord that keeps the cord from retracting into the garment.

Cost Per Inquiry
Cost to generate an inquiry in direct-response advertising. Calculated by the total cost of the direct response advertising divided by the number of inquires it generates.

Cost Per Thousand (CPM)
Traditionally called CPM, because the "M" represents the Roman numeral for thousand. The figure is
calculated by dividing circulation or audience by a thousand and dividing the result into the cost of the
advertising unit.

Cotton-Carded
Coarse, uneven yarns are made from lower grade short staple cotton fibers into less expensive fabrics.

Cotton-Combed
Smooth, even yarns are made of long staple cotton fibers into fine weave or fine gauge knit fabrics.

Cotton-Ring Spun
Spinning process that further refines a yarn to achieve the desired yarn size. This results in a smoother and more uniform yarn and produces fabrics that take dyes evenly and have superior hand feel.

Cotton-Sueded
Fabric that goes through a brushing process to raise the nap and give the garment a soft hand.

Coupon Plan
Program in which premiums can be earned by accumulating proof-of-purchase coupons, labels or
other tokens.

Cover Stitch
Multineedle decorative topstitch traditionally used on underwear, T-shirts, henleys, and long johns, but
more recently used as a fashion/design detail on a variety of knits.

Cover Stitching
Using two needles to overlap threads underneath, covering the over-edged seams with a smoothseamed layer of threads.

Coverage
The geographic area reached with specified intensity by an advertising medium. Also that reaction of an
audience that is reached one or more times by a particular advertising schedule.

Coverseamed
A finish in which two needles are used to create parallel rows of visible stitching.It is used around the neck, armholes, waistband, and wrists of garments to create a cleaner, more durable finish.

Covert
Rugged, water-repellent fabric made with a compact twill weave and tightly twisted worsted yarns. Usually, two shades of a color are twisted together, creating a two-ply yarn with a flecked or specked appearance. Used for top coats, suits, and sportswear.

Credit-Card Offer
Direct mailing to a credit card holder, offering merchandise. It often uses premiums or sweepstakes
to close a sale or trial-offer acceptance.

Crepe
Textured surface fabric found in both wovens and knits. It can be used in knits as the reverse side of a
special jacquard. A crinkly surface is achieved via use of high twist yarns, chemical treatments, weave,
construction, or some form of embossing or surface treatment. Crepes are available in an unlimited variety of fibers and blends and in may different constructions.

Cromalin Proof
Chemically created facsimile of a full-color reproduction.

Crop
To eliminate a portion of a picture, illustration or photography that contains unnecessary material, or to
highlight a certain area of the image.

Crop Marks
Indicators on artwork to show where an illustration is to be cut or sized.

Cross Grain
Grain or fibers stitched diagonally or irregularly.

Cross Platform Independence
Feature on the Web enabling people from different computer systems to easily access information on the Web.

Customer
Person who receives the advertising specialty from the buyer, often a client or prospective client of the
buyer. Also known as the recipient.

Cut
Broad term encompassing all plates associated with letterpress and hot-stamp printing.

Cut Charge
Factory charge for producing a cut.

Cyberstore
Virtual shop on the Web enabling transactions.


Quality Logo Products does so much more than just provide a handful of terms you might run across in the promotional products industry.  We also provide basic definitions of technical computer and Internet terms such as CD-ROM and file extensions such as .cdr (Corel Draw).  Hey, that might even be the way you found us!  But since you’re here already, why not take a look around at all the customized goodness we have to offer?  We guarantee we can come up with something for your school, workplace, or special event that’s truly exceptional.

 

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