Glossary

The concept of Barriers to Entry (or Entry Barriers) in economics and marketing defines all those obstacles or costs that a potential new competitor must overcome to effectively access and compete in a given market. They can be legal, technological, financial, or strategic in nature.

The term "Colour Bar" defines two different technical control tools, one used in the video world and one in the printing sector.

1. In Video/TV: It is a standardised test signal (a still image composed of vertical bars of specific colours). It is recorded at the beginning of a tape or file to allow for the calibration of monitors, video recorders and cameras.

2. In Print/Graphics: It is a strip of colour "patches" and other control marks, positioned on the margins of the printed sheet. It is used by the printer to measure and maintain ink density, registration and quality during the print run.

The "Banner" is a format of digital advertising that consists of an image (static or animated) or a multimedia element positioned within a webpage. It usually has a rectangular shape, like a "strip" (hence the name), and occupies a predefined space in the header, sidebar or within the content of a website.

Although the term is predominantly used in web marketing, by extension it can also refer to physical banners (made of PVC or fabric) used for communication at events, trade fairs or on the facades of buildings.

The "Flag" is an element of visual communication used inside or outside the Point of Sale (POS). The term can refer to two distinct supports:

1. Shelf Stopper (Shelf Flag): A small promotional support, often double-sided, that protrudes perpendicularly from the shelf (like a flag from a pole).

2. Beach Flag (Feather/Teardrop Flag): A self-supporting vertical display, composed of a flexible pole and a printed fabric, usually placed on the ground at the entrance or in promotional areas.

In typography and graphic design, "Rag" (or "ragged composition") defines a method of text alignment in which the lines are aligned on only one side of the block (generally the left), leaving the other side (generally the right) "ragged", meaning irregular and unjustified.

In photography and video production, the "Flag" (from the English Flag or Cutter) is a technical accessory used on sets for lighting control. It is a panel, usually rectangular and matt black (made of fabric or metal), mounted on a frame. Its purpose is to block, "cut" or shape the light coming from a light source (such as a projector or the sun).

The Banded Pack is a promotional marketing technique used at the point of sale, which consists of physically joining two or more products (often different from one another) in a single package, to sell them as one item. The products are held together using specific packaging materials, such as bands (hence the name "banded"), shrink wrap or adhesives.

The view camera is a type of camera, typically large format (it uses sheet film or large digital sensors). It is characterised by a modular structure composed of two mobile supports called standards (a front one that holds the lens and a rear one that holds the focal plane/film), connected by a light-tight bellows, all mounted on a rail or base (monorail or flatbed).

In photography and video production, the "Light Bank" is a lighting accessory, a light modifier. It is more commonly known by its commercial and technical name: Softbox. It is a "box" (often foldable, hence box) lined internally with reflective material, which is mounted in front of a light source (flash, LED spotlight) and closed at the front with one or more white diffusion fabrics.

A database is a structured collection of information or data, usually stored in an electronic (digital) format. It is designed to allow easy access, management, updating and retrieval of the information it contains, in an organised and efficient way.

Backstage is a term with a dual meaning. Literally, it identifies the physical area hidden from the public in a theatre, set or event location (behind, to the side of, or under the stage). Figuratively, in marketing and communications, "Backstage" (or Behind the Scenes) is a genre of content that shows the creative process and the "secret" preparation of a brand, product or event.

Backlighting is a lighting technique, used in photography, film and 3D design, in which the main light source (the backlight) is positioned directly behind the subject, facing towards the camera. The subject is therefore between the light and the observer.

A Background Plate (or Backplate) is a static image or a video sequence (often live-action) that forms the background layer of a composition. It is the "canvas" or the real setting on which visual effects (VFX) artists or 3D renderers digitally overlay other elements, such as actors filmed on a green screen, CGI objects or special effects.

Background Music, often abbreviated to BGM, is a piece of music or a sound bed whose purpose is not to be the listener's main focus. Instead, it is used at a low volume to accompany a primary activity (such as a dialogue in a video, a shopping experience in a shop or a work activity).

In marketing, PR and strategy, the "background" (or background information) refers to the collection of preliminary information, context, history, and data necessary to understand a project, a company, or a market. It is the "who, what, where, when, and why" that underpins any new initiative.