There is a wide range of Promotional Products Terms used in our industry, and we strongly advise clients to familiarize themselves before planning a promotion. This glossary will help you understand and simplify the process of creating promotional products. Additionally, it holds a significant number of tools to tweak and improve your next marketing campaign. What are the options that you have?

Promotional Product Terms Explained

Advertiser (Buyer)

The company that buys the product from the distributor to use as a promo­tional tool; the promotional consultant’s client.

Promotional Consultant (Distributor)

The promo­tional consultant develops solutions to marketing challenges through the innovative use of promo­tional products and is a resource to corporate buyers, marketing professionals and others.

Supplier

A promotional products company that manufactures, imports, converts, imprints or other­wise produces or processes promotional products offered for sale through promotional consultants. The ODM Group falls into this category.

Trading Company

A company that assists customers to purchase products from factories. This term is one which we do not like to use much since trading implies little added value, buying low and selling high. Most HK trading companies offer design, development, quality control and will have some unique products that they have developed in-house. Factories may also act as trading houses in that they may outsource some materials to complete a set.

End Customer

This is who we are all ultimately working to please. The end customer should enjoy receiving and gaining some (utility) value from the promotional product.

Embossing/Debossing

Embossing is the impressing of an image using a hot metal plate to achieve a raised surface in the material. Debossing is flattening an image using a hot metal plate into the material’s surface so that the image is indented into the product.

Foil Stamping

Foil Stamping uses coloured foil on the hot plate to transfer the foil to the surface. To create a dazzling three-dimensional effect, use a foil stamp with embossing! These decoration methods are perfect for leather goods.

Laser Engraving

Laser engraving is the process of adopting a computerized laser for etching the surface of an object. It is a very long-lasting decoration technique with subtle but striking results. Laser engraving works very well for wood, metal, some plastics, and glass.

Silicone Printing

Silicone printing is a new and appealing decoration method that allows silicone rubber to be printed onto a surface to give the effect of being raised. The finish of this decoration method is beautiful and palpable.

Pad Printing

Pad printing is an advanced silicone stamping’ method to imprint a logo onto many surfaces. People utilize pad printing for printing on otherwise difficult-to-print products. Pad printing never fails to produce exceptional results. It can vary from a one-colour print through to four colours.

Screen Printing

Screen printing involves the passing of ink through a screen that the user stretches on a frame. The stencil openings that the user applied determine the image that will be imprinted. The user will administer ink to the top of the screen, then press it through with a squeegee. The user must then dry the ink through the application of heat. Also termed silk screening, this decoration method works best for textiles such as t-shirts.

Heat Transfer

Heat transfer, also known as thermal printing, thermal-transfer printing, and thermal-wax transfer, is a method of printing that allows you to print a design onto a piece of clothing or an object. This process is great for smaller print runs or jobs that involve many colours. This method of printing requires a special printer and quality of paper, as well as a heating press to set the design in place.

Transfer – Digital, Plastisol

We recommended digital transfers for any design that uses many shades of colours or a photo. Transfers are a decoration method that prints the design onto a special paper first, rather than directly to the product. It is then placed on the development and pressed with a heat press at high temperatures.

After the heat dissipates, the paper is removed to show the design. Plastisol transfer uses a special plastisol ink, whereas a digital transfer uses CMYK inks to transfer full-colour designs onto the garment. You can print more detailed and vivid images than those produced with conventional screen printing.

Embroidery

Embroidery consists of stitching a design into the fabric through a fast, automated sewing machine. We recommend embroidery for caps, clothing, towels, and bags. There is an extensive range of colour options for embroidery. Embroidery is generally very durable so that it will last the lifetime of the fabric. You can achieve a three-dimensional look to your logo.

Direct-To-Garment

Direct to Garment (DTG) printing is when an image or logo is printed digitally onto the garment fabric. It is very similar to how an inkjet printer prints onto paper. It is perfect for different blended colours and full-colour designs. To achieve the most beautiful results, we favour 100% cotton fabrics.

Supacolour

Supacolour brings high vibrancy to digitally printed logos. There is a broad spectrum of colours to choose from, and it also allows ultra high-resolution photo reproduction, making your design ideas limitless. In addition, the decoration is sturdy and can be applied across even tough fabrics. Fluid gradient profiles and pixel-sharp detailed images are other substantial points of the Supacolour process.

Supasub

Supasub is another new technology that combines the incredible vibrancy of Supacolour and delivers the luxury of embroidery at the same time. This is where the Supacolour patch is attached to your product with a high-quality embroidered edge, making it the perfect decoration method for caps, scarves, bags, and other apparel. The Supasub embroidery edging can be in either a cross-stitch or satin stitch. You can even select a thread that compliments your design or use a contrasting colour to make it stand out from the crowd.

Dye-Sublimation

Dye‐sublimation is employed to print full colour into polyester or onto other synthetic surfaces. The images are initially printed on coated heat-resistant transfer paper as a reverse image of the final design, then transferred into polyester fabric in a heat press. Finally, the product is permanently dyed so you can wash it without damaging the quality of the image. Sublimation is perfect for t-shirts, mouse mats, and other fabric items.

Reactive Dye Printing

Reactive printing pertains to the method in which the layer of applied ink, which consists of reactive dyes, a binder, and specific heat-activated additives, is steamed and then washed in order for it to set properly.

Account Opener

Premium given to customers as a reward or thank you for opening an account.

Advance Premium

Premium is given to new customers on the condition they will earn it by later purchases.

Award

Recognition merchandise, often personal­ized, used to acclaim performance or milestones; may be useful objects (paperweights, clocks) or for display only (plaques, trophies).

Bonded Premium

Point-of-purchase premium attached to a product by a bond of plastic, paper, or tape.

Business Gift

Merchandise given by a business in goodwill, without obligation to its customers, employees, friends, etc. Often, this busi­ness gift is not imprinted with the advertiser’s identification. Some companies prohibit employees from accepting business gifts.

Collateral Materials

Advertising materials that are not transmitted to consumers via advertising media. Collateral materials include catalogues, shelf cards, posters, specifications sheets, and trade information materials.

Collectables

Premiums that are designed to have inherent value based upon their perceived “collectibility.”

Commemorative

A merchandise keepsake used to mark a ceremony, anniversary, event, or milestone.

Container Premium

A product container, which when empty, may be used as a container for other items. These items are usually partially or completely self-liquidating since the consumer pays for the product.

Continuity Promos

A series of related premi­ums offered over a period of six to eight weeks.

Covermount

Gift with Purchase promotions where the gift is packaged on the cover of books and magazines.

Dealer Incentive

Premium or other reward is given by a manufacturer to retailers or distributors in return for a specified bulk purchase.

Dealer Premiums/ Dealer Programs

Premiums that are offered to retailers who meet certain sales or performance standards.

Direct Premium

An item given free with a purchase at the time of the purchase. These include on-packs, in-packs, and container premiums, as well as those given separately.

Door Opener

An item of value offered by a salesperson to persuade potential buyers to listen to a sales presentation or to initiate interest in a product or service for a sales call follow-up.

Dump Bins

Oversized bins, commonly stocked with individually packaged products. Ideal for impulse and seasonal products. Typically located in heavily trafficked areas around the store.

End Cap

A display at the end of an aisle. Endcaps provide a competitive advantage for brands to call special attention to new or seasonal products, or to capitalize on impulse purchases from customers who would otherwise walk by.

Fixture

Any piece of furniture or equipment that is fixed in position and displays or presents products. Fixtures are strategically arranged within the store to streamline the shopping experience and entice customers to buy.

Freestanding Display

A display that stands on its own in an aisle.

Gift with Purchase

Buy a product and get a free gift with it. These are especially useful for enticing consumers to make impulse purchases.

Giveaway

Direct premium given free of charge or obligation to generate awareness and/or goodwill.

Gondola

freestanding fixture that consists of a flat base and a vertical component featuring notches or peg boards. Stores customize gondolas with shelves, hooks, or other display accessories.

Host Gifts/ Hosts Incentives

A gift or premium given by a party plan operator to a consumer who agrees to be the host for a demonstration party. The value of the gift is usually proportional to the number of sales at the party.

Incentive

Reward for a purchase or performance.

In-Pack

A premium offered inside a product package.

Islander

An independent display positioned on the floor in a store’s main aisleway or racetrack. It generally has merchandise on all sides and features a distinct category of products. Premium ensures battery islanders near the registers are merchandised with multiple battery brands.

Keeper

A premium offered in direct-mail market­ing for accepting a free trial of the sale merchan­dise and to be kept by the consumer even if the trial item is returned.

Merchandising

The embellishments which a retailer adds to a basic product, such as price, packaging, special offers, ticketing/ labelling, couponing, product-with-purchase, etc.

Off-Shelf

Any display or promotion that is not part of the regular store.

On-Pack

A direct premium attached to the exte­rior of a product package or sometimes riding with it in a special sleeve, carton, or film wrap.

Premium/ Promo

A product or service offered free or at a reduced price if the recipient performs some task, such as purchasing an item or meeting a sales quota.

Prize

Reward is given to the winner in a contest, sweepstakes, or lottery, sometimes referred to as a sales incentive award.

Purchase with Purchase

When buying a product, you can add a little extra to get a free gift.

Recognition Merchandise

Award, often personalized, used to acclaim performance or milestones; may be useful objects (paperweights, clocks) or for display only (plaques, trophies).

Referral Premium

A premium offered to customers for helping refer/sell a product or service to friends or associates.

Advocacy Advertising

Advertising that is specifically designed to induce, discourage or advocate some specific kind of action on the part of a corporate, social, or government entity.

Bounce Back

An advertisement sent along with an already ordered self-liquidating premium to sell other premiums on a self-liquidating basis.

Combination Sale

A tie-in of a premium with a purchase at combination prices; sometimes self-liquidating; often an on-pack.

Contest

A competition based on skill, in which prizes are offered.

Continuity Program

An offer of products over time.

Direct Mail

A mailing of a package, other print collateral, or materials that are targeted directly to a predefined list of customers.

Marketing Mix

Combining marketing elements, including advertising, promotional products, direct mail, and public relations, into one cohesive mar­keting program.

Perceived Value

What someone believes merchandise to be worth. To successfully sell premiums, the consumer must be convinced the proposed premium is worth putting forth the extra effort required to earn the item.

Traffic Builder

A promotional product or pre­mium designed to get consumers to come to a store or a tradeshow.

Certificate of Origin

A document widely used in international trade transactions which attests that the product listed therein has met certain criteria to be considered as originating in a particular country.

Incoterms

Terms of trade for selling products to customers. Is this the price delivered to a client like DDP, or does the client need to go to your factory and pick up Ex Works?

Material Safety Data Sheet

Listing of components of the product so that we can see if any harmful substances for consumers or shippers.

Connect With ODM

If have any further enquiries, feel free to connect with the ODM team and we will provide you with more information. We can also help you brainstorm new product ideas to vastly improve your business. Additionally, our product designers can provide you with unique and interesting ideas to wow your target audience and increase brand recognition. Rest assured that our specialists will assist you throughout every process to ensure the desired outcome of every design and marketing project. We would love to hear from you!

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