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allbranded Glossary

Similar to any other field, the realm of promotional products possesses its unique set of technical jargon. This extensive guide provides you with information ranging from various materials to essential printing techniques. Explore an alphabetical compilation of significant terms concerning promotional products.


Advertising Material

Advertising material serves as a means to communicate a company's message or brand to the intended recipient. It is designed with specific intentions and utilises advertising or marketing media. The ultimate objective is to enhance customer acquisition or loyalty, thereby increasing revenue and brand or product awareness. These products are exclusively created for advertising purposes, distinct from advertising media which are not expressions of the advertisement but still have an advertising impact. Commonly used advertising material includes print media displays and radio commercials, among others.

Advertising Medium

Advertising medium describes media that are used to convey promotional messages to the target group. Therefore, they are the means that contain and transport the promotional message. They often come in the form of promotional gifts, giveaways, strewing articles and free enclosures. Other popular advertising media include magazines, newspapers, electronic media like TV and radio, as well as outdoor advertising. While advertising material is the objectified form of promotional messages, advertising media convey the message to the recipient themselves. Therefore, there is always an interplay between advertising material and advertising media. The goal of advertising media is to successfully convey the promotional messages to the target audience.


In a business context, artwork refers to creative visual or auditory expressions produced by artists for commercial purposes such as being imprinted on promotional products. It can be commissioned by businesses to convey specific messages, evoke desired emotions, or attract and engage customers. Artwork in a business setting can reflect the company's values, establish a unique visual identity, and differentiate it from competitors.



Branded products are characterised by a distinct representation, whether through printing, engraving, or an overall imprint, that signifies a particular company or brand. Within our online store, you can find a wide range of products that can be branded with your company's branding or logo, possibly encompassing almost all available options. These products offer several benefits to businesses, including increased brand recognition, distinctive identification, and exceptional quality.


The term “branding” contains nearly all activities that aim to build a brand. The process of branding aims to emphasise the own offer in comparison to similar offers of the competition. It supports the overall perception according to the company strategy.

Business-to-Business (B2B)

Business-to-Business is a professional relationship between at least two companies. Business-to-Business is often abbreviated as B2B or B-to-B. allbranded is also a typical B2B portal for advertising items, giveaways etc., as it only sells to companies, institutions, restaurants, schools and many more.

Business-to-Consumer (B2C)

Business-to-Consumer is the opposite to Business-to-Business. The focus here is not the business relationship between companies, but the communication and trade relationship between companies and other groups, like consumers (customers, private people), employees or public administration. Business-to-Consumer is often abbreviated as B2C or B-to-C. Advertising products are a special instrument in the relationship between company and consumers or employees. They can be a fundamental sign of appreciation and contribute to building and strengthening of this relationship. Keep in mind, allbranded is not a B2C company.



Canvas, a versatile lattice-like fabric, crafted from coarse filaments, finds its purpose in the realm of textile promotional products. With its robust composition and durability, canvas serves as a reliable material for the production of an array of marketing merchandise, showcasing its inherent strength and aesthetic appeal.


The selection of appropriate colours holds significant importance during the culmination of print data. Within the realm of image processing, two distinct colour models emerge: CMYK (cyan, magenta, yellow, black) and RGB (red, green, blue). Employed in the process of 4-colour printing, CMYK utilises the standardised colours Cyan, Magenta, Yellow, and Key (black) to effectively generate vibrant and captivating coloured images.

Colour Scale

The colour scale is the foundation for the colour standardisation. Test prints are made in a laboratory, taking into consideration similar conditions like the same stock and layer thickness. They comprise a composition of the four printing colours for the 4-colour print. They are offered as colour fans, enabling the customer to inspect the real colour. The colour scale aims to eliminate irritations caused by the computer screen.

Corporate Gift

Corporate gifts or company gifts are usually promotional products, an advertising material or a promotional gift that a company gives to customers or suppliers for special occasions. For instance, customers and employees get gifts for Christmas or Easter. Distributing company gifts with the firm logo or slogan at trade fairs or expo events is also common practice.

Corporate Giveaways

Strewing articles are rather small and cheap promotional items that can be distributed to a large audience. This kind of promotion is mainly used on fairs and event, or on any other occasion where a many potential customers are expected. It aims to increase the interest and awareness for the company. Practical and original strewing articles like sweets, the brand or a product can be emotionally charged and anchored in the mind of the targeted audience.

Corporate Identity

The term corporate identity denominates the identity of a company both in public and internally. This identity is based on the corporate philosophy, a long-term objective and a specified image with the intention to align all communication instruments with the desired position (internally and externally). The corporate identity is defined by four factors: corporate communication, corporate design, corporate behaviour and corporate mission. For internal communication, the goal of the corporate identity is to evoke an intense and unique impression of the company for the employees, enabling them to identify with it. This aims to strengthen the sense of unity and increase work satisfaction as well as motivation and performance. Externally, the focus lies on profiling and distinction from the competitors. All target groups should perceive it as a clear, unique and appealing structure.

Corporate Image

The company image is a specific, clear-cut image that a person or the whole public has of a company. Therefore, it is the external picture of the company, which can be influences, but not dictated. Negative headlines or inappropriate advertising strategies create a negative reputation of the company, what reduces the success, popularity and revenues. Therefore, a positive firm image is especially important in order for customers and business partners to stay and to facilitate customer acquisition. The selection of promotional products can also influence the firm image. Therefore, it is recommendable to use high quality or ecological items.

Corporate Social Responsibility

CSR is short for Corporate Social Responsibility. The terms refers to the social responsibility of companies as a part of sustainable management, and even more: It considers the firm with all its social, societal and ecologic responsibilities. Companies that act according to CSR have an environmentally-friendly, ethical, socially responsible and still economically successful business. The trade as economically as possible and select their promotional items in line with their CSR.

Counter-Cyclical Advertising

Anti-cyclical advertising are advertising campaigns that are executed in times of decreasing revenues when the company is struggling to survive. The goal is to gain new customers, retain old ones and generate attention for the company. Especially promotional items are recommendable during such times. However, anti-cyclical does not only mean doing advertising during bad times, but also times with low competitive pressure. The same goes for a reduction of advertising expenses during times when competitive pressure is high. The application of anti-cyclical advertising results in the lowest scatter losses, and it achieves exactly what is counteracting a decreases in sales: Increase sympathy, a stronger image, customer loyalty and a higher recognition value.


Digital Printing

Digital print means that the print image is directly transferred from the computer to the printer. Similar to a laser printer, this is an electrographic printing system. The advantage of this system is the cheap and fast production of large quantities. This technique is usually applied for printing catalogues.



Doming is a cost-effective and high-quality finishing technique for printing on various items. It is weather resistant and protects the branding from wear and tear. Doming leaves a 3D effect once dry.


Eco Friendly Promotional Products

Eco-friendly promotional products, as its name implies, refers to promotional items created from organic and other natural materials. This advertising medium is primarily characterised by its sustainable production methods, with the ultimate goal of preserving the environment. Companies utilise these products to demonstrate their commitment to sustainability and convey an eco-friendly message through their branding and advertising efforts. Some examples of such promotional items include tote bags or water bottles made from sustainable materials such as bamboo, glass, recycled plastic or recycled cotton.


Embossing or imprint is a manufacturing technique where engraved and heated rollers use pressing power to emboss a certain logo or message on different printing stocks. Materials are often precious metals like gold, silver and bronze. They contain special persons, places or objects that are irreversible.


Embroidery is a printing technique where embroidery threads are used to shape letterings or motives onto a printing stock, either by hand or with a machine. The most common application is for textiles, but other objects like car seats and terry products are also popularly used for embroidery. There are many different embroidery techniques, e.g. cross-stitching, goldwork and the kilim.

Employee Gifts

Employee gifts are often used to intensify the employees' identification with the company and increase motivation. The are designed in line with the business' corporate design and include the logo, the brand claim or a special lettering. They are usually given to employees as a small surprise at special events like company anniversaries, Christmas, or excellence of annual target revenues. High quality gifts, like exclusive pens with engraved names of each employee, offer a real added value and strengthen the sense of unity. They are often taken out of the work space and used in private life.


Finishing Technology

Finishing technique is a generic term for different printing methods that are used to print on advertising media. These include transfer printing, screen printing or foil printing. Depending on the advertising objective and material, different printing techniques can be applied.


Flexographic Printing

Flexographic printing is a high-pressure printing method and is similar to letterpress. The roll rotation printing process uses flexible printing plate made of rubber or photopolymer. The advantage of flexo printing is the simple and cheap production of the printing plates. It is especially well suited for printing packaging, labels, or other promotional products made of paper, cardboard, or plastic.

Flock Printing

Flocking is a printing method where textile fibres are applied to a fabric that is coated with a glue. The fibres are worked into the glue through an electrostatic flied, creating an even and durable surface. Especially large letterings, logos and motives are suitable for flocking.


Freebies are products that companies give away for free to potential customers or interested parties. Classic promotional products include key chains, pens and lighters. In most cases, such corporate gifts are used for customer acquisition and customer retention. However, many businesses also give them to their employees as a part of their internal communication strategy, for instance to raise awareness for an upcoming product launch, fair or other special occasions.



Giveaways are a specific type of promotional items that are characteristically small, affordable and memorable. Due to their small size, they can easily be handed out in pedestrian zones, on events, fairs and other occasions. The goals is to reach a broad target audience with small gifts like pens, key chains, and sweets and increase awareness of the company. This method is used by small and large companies alike, as it offers an opportunity to reach a high frequency of potential target customers.


Hot Stamping

Hot stamping, also hot embossing, is a finishing technique for surfaces. Other than printing techniques that use paint (e.g. four-colour-print), a thin plastic foil is applied to the material with a high pressure method, using pressure and heat. It is very similar to blind embossing, with the difference that the embossing stamp or plate is heated and pressed onto a plastic foil (in the desired colour). It can be removed with heat and sticks to the printing stock. Moreover, the foils can also have structures like holographic pictures and be used for relief embossing.



An incentive, in management, refers to a method employed to enhance motivation by providing a special reward to customers, employees, or business partners for specific actions. These rewards or compensations are given based on predetermined conditions. For example, when an insurance broker successfully concludes a contract, they receive their incentive in the form of a premium. Incentives may or may not be monetary in nature and are commonly utilized for occupations such as sales representatives, where contract closures are essential. However, incentives can also encompass other forms of rewards that are granted for meeting or exceeding predefined goals


Laser Engraving

Laser engraving involves the cutting of letters and designs into various metals such as silver, steel, copper, glass, and other solid materials. Engravings are commonly employed by advertisers to add a personalised element to promotional items. By offering corporate gifts, companies foster loyalty among their customers and business partners, establishing a personal connection. Additionally, they demonstrate appreciation and enhance the likelihood of word-of-mouth promotion.


Metal Decorating

Metal printing is an offset printing technique for printing on cans and other metal packaging. In order to prepare the slick aluminium surface for the paint application, it is usually treated with a special coating prior to the print. After the print, the metal is dried in a chain run oven to achieve a lasting colour effect. This method is applied for printing on beer cans, for example.


Offline Marketing

Offline marketing refers to all advertising strategies and marketing campaigns that are not carried out directly through the internet. It encompasses various forms of traditional media, such as print materials like posters, flyers, as well as advertisements on radio and television. Additionally, promotional products are also considered part of offline marketing. The aim of offline marketing is to reach both existing and potential customers who may not actively seek out products or services online. Instead, these individuals are targeted through offline marketing initiatives and may subsequently search for the product, service, or brand on the internet. The integration of offline and online marketing is particularly effective. By promoting new products or brands offline, interest and attention can be generated for the online channel.

Offset Printing

Offset printing belongs to the category of indirect flat printing processes and is often used for print media like books and magazines, but also for advertising means and packaging. In this process, there is no direct contact between the printing plate and the paper. The colour is first applied to a blanket cylinder and then to the paper. This results in lasting effect for the printing plate, which can be used for several stocks and always results in the same quality. Prior to the print, four printing plates are created for the CMYK colours. Later, they are filled with paint or stay clear.

Outdoor Advertising

Outdoor advertising, also known as out-of-home advertising (OOH), is the promotion of products, services, or brands through media displayed in public spaces. It includes billboards, posters, transit ads, and digital signage strategically placed to reach a wide audience and create brand awareness.


Pad Printing

Pad printing is a printing technique that involves transferring ink from a specially designed plate to a three-dimensional object using a soft silicone pad. It is commonly used for printing on irregular or curved surfaces, such as promotional products, toys, electronic devices, and industrial components. The pad, made of silicone, picks up ink from the etched plate and transfers it onto the object by gently pressing against it. This method allows for precise and detailed printing on various materials, including plastics, metals, ceramics, and glass. Pad printing is often chosen for its versatility and ability to create high-quality prints on challenging surfaces.


Pantone Matching System

The Pantone Matching System (PMS) is an internationally accepted colour matching system. The system contains 1755 special colours that cannot be realised with four-colour-printing. Moreover, it is composed of 14 basic colours. They result in all other colours when being blended in different portions. On one side, it is used to guarantee that the colour turns out as desired on different printing stocks. On the other side, it facilitates communication between everyone involved, as Pantone colour codes be objectively and easily exchanged globally.

Print Preview

Print preview is the process of creating a manual or digital illustration of the desired print design. Its main purpose is to ensure accurate fulfilment of the customer's requirements. It is generated before placing the print order to prevent misunderstandings and excessive expenses. The actual printing process commences only upon approval of the previewed design.

Promotional Products

A promotional product, also known as a promotional item or giveaway, is a tangible item that is distributed by a company or organisation to promote its brand, products, or services. These items are typically branded with the company's logo, name, or marketing message and are given away for free or as part of a marketing campaign. Promotional products can vary widely and include items such as pens, t-shirts, bags, keychains, drinkware, USB drives, and more. They serve as tangible reminders of the brand and are often used to create brand awareness, enhance customer loyalty, and attract new customers. Promotional products are commonly distributed at trade shows, events, conferences, and as gifts to customers and employees.


Relief Embossing

Relief embossing is a printing technique that accentuates lines, letterings and ornaments three-dimensionally. This printing process can be performed as blind or hot foil embossing. All kinds of printing stocks can be accentuated with relief embossing. Typical examples are book covers and greeting cards – but also leather, linen and cartons.


Sample Orders

A sample order is a great opportunity for you to order the product to test the quality before you order a larger amount. Sample orders are not available for branding with your logo. These sample orders always have a £10 shipping cost. Once you place a larger order from this sample, your sample order product will be refunded.

Screen Printing

Screen printing is one of the most common printing techniques in the advertising product industry. Colour is pressed on the material through a fine fabric. The template is close at the areas that are not to be printed, so that no colour can reach the printing surface. The advantage of screen printing lies in the variety of print colours and fabrics in various levels of refinement that can be used. This leads to a high level of colour fastness and picture genuineness. Screen printing is an affordable printing technique and allows to apply colour effects to many different materials and shapes.


Special Production

Special production are custom-made promotional products, giveaways and advertising gifts that are produced individually according to the wishes of the customer. The client can choose material, colour and use of advertising and design the products completely in his own corporate design. The creative possibilities are endless. The handling time of such products is a bit longer than for items on stock. Moreover, custom-made products often have a minimum order quantity. For more information, feel free to ask our sales department via phone or email.


Transfer Printing

Transfer printing, also known as sublimation printing, is a method used primarily for branding textiles with desired designs by utilizsng pre-printed transfer foil. Through the application of a thermo transfer press and the application of heat, the foil is fused with the textile. This 4c digital printing technique enables the realisation of multi-coloured designs in high-resolution photo quality, all in a single step. Additionally, this cost-effective process ensures exceptional quality results. The printed design is resistant to UV damage and offers excellent washability, making it highly durable.


Vector Graphics

Vector graphics are made up of geometrically defined basic elements – other than pixel graphics, which consist of single small points. Therefore, they can rather be understood as a collection of mathematic formulas. The single vectors contain lines, curves, circles or polygons, which result in a complex graphic. These so-called primitives only need little information. Therefore, vector graphics are well suited for printing geometric designs and letterings. Another advantage is the small memory requirement as compared to pixel graphics and that they can be scaled up and down without loss of quality.

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