Glossary

Lamination (or film lamination) is a finishing and protection process for printed paper that involves applying a transparent plastic film to the surface of the sheet through pressure and heat. Despite the name deriving from the original cellophane, polypropylene films (BOPP - Biaxially Oriented Polypropylene) are now predominantly used, which are thermally bonded to the paper substrate. It can be gloss, matt or feature special finishes such as soft-touch, glitter or holographic effects.

Cels (or cells), known as animation cels or acetate sheets, are transparent plastic sheets used in traditional animation on which characters and moving elements are drawn and painted. Each sheet represents a single frame of the animation and is layered over a fixed painted background, allowing movement to be created without having to redraw the static elements of the scene each time. This technique, developed in the early twentieth century, revolutionised the animation industry by making it economically viable.

Saddle stitching is a binding technique in which printed sheets are folded in half and sewn or stapled along the central fold, creating a booklet. The term "saddle" derives from the fact that the folded sheets are positioned straddling a metal bar during the stitching or stapling process. It is one of the most economical and widespread binding methods for small to medium-format publications.

Cause Related Marketing (CRM) is a partnership strategy between a for-profit company and a specific non-profit organisation or social cause. It is based on the company's commitment to donate a percentage of the sales or revenue from a product or service to support that cause. It is not a simple donation, but a marketing action that makes the financial contribution conditional on the consumer's purchase or use of the product.

Catering is a professional food service that provides food and beverages for events, functions, corporate meetings, film sets, photographic shoots, or any other occasion requiring hospitality services outside a fixed venue. In the context of communication and events, catering is not merely a logistical aspect but becomes an integral part of the overall experience one wishes to offer to guests, clients, or participants. A well-organised catering service contributes significantly to the success of an event, influencing brand perception and participant satisfaction.

The Porter’s Value Chain is a strategic model developed by Michael E. Porter that describes all the activities required to create value for the customer within a company. It divides business processes into primary activities (production, marketing, logistics, sales, after-sales) and support activities (human resources, technology, procurement, infrastructure).

A special category is a classification of personal data that, due to its sensitive nature and potential impact on individuals, requires enhanced legal protection. According to the GDPR (General Data Protection Regulation), this category includes information revealing racial or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, genetic and biometric data (when used to identify a person), data concerning health, and data concerning a person's sex life or sexual orientation. The processing of such information is generally prohibited, except for specific exceptions provided by law.

The catalogue buyer is a retail and commercial sector professional who specialises in selecting and purchasing products destined to be included in a company's sales catalogues. This is a strategic role that combines merchandising skills, trend forecasting, and commercial negotiation to build assortments consistent with the brand's positioning and market expectations. The catalogue buyer works closely with suppliers, designers, and marketing teams to ensure that chosen products are competitive, high-quality, and aligned with the company's sales strategies.

A catalogue is a commercial communication tool that presents a company's complete or partial range of products and services in an organised and structured manner. It can take physical form (traditional print) or digital (e-catalogue, interactive PDF, online flipbook) and aims to inform, inspire, and facilitate the purchasing process. The catalogue combines visual elements (photographs, illustrations, graphics) and textual content (descriptions, technical specifications, prices) to present the assortment in an attractive and functional way.

A catalyst, in a figurative sense, is an element, person, or event that, despite not being a direct part of the final process, accelerates its development or causes a significant reaction. In marketing, it is often an element of great renown and reputation (like a brand or an influencer) capable of influencing customer choices or attracting public attention.

Casting is the process of selecting actors, models, or performers for an audiovisual, theatrical, or advertising production. It's a crucial phase of pre-production in which the director, casting director, and creative team evaluate candidates through auditions, screen tests, and trials to identify the most suitable people to portray the various roles. Casting determines who will be part of the final cast and can include the search for leads, supporting roles, extras, or testimonials for advertising campaigns.

The cast is the complete ensemble of actors and actresses who portray characters in an audiovisual, theatrical, or advertising production. The term refers both to the group of performers selected for a project and to the selection process itself (casting). In a professional context, the cast comprises all roles, from leads to extras, and represents one of the fundamental elements for the success of any production.

CASPAR is the acronym for "Cultural, Artistic and Scientific knowledge for Preservation, Access and Retrieval". It is an influential research project, often cited in the European context, which focused on developing methods and infrastructures for the long-term preservation of and access to digital assets. The objective was to ensure that cultural, artistic, and scientific heritage in digital format remained usable and accessible for future generations.

Cash flow represents the amount of money coming in and going out of a company over a given period. It shows the actual liquidity available to support operations, investments, and debt payments.

A cash cow is a product, service, or business area that generates steady profits well above maintenance costs, often requiring minimal investment. It’s a stable source of cash flow that supports other, riskier, or developing business activities.