Glossary

Cash and Carry is a self-service wholesale (B2B) distribution model. In this model, professional customers — holding a membership card and VAT number — physically visit the warehouse, select the goods themselves, pay for them at the time of purchase ("Cash"), and arrange for their own transport ("Carry").

A Case Strip is a display or informational strip (made of card, plastic, or vinyl) provided directly inside the transport packaging (the "case") along with the products. It is designed to be applied by the retailer to the front edge of the shelf (channel or scanning rail) at the moment the box is opened, to signal the presence of the product or a specific promotion.

A Case History (or Case Study) is a narrative document, video, or presentation that details a successful project completed for a client. It analyses the journey taken from the initial problem, through the strategy and actions implemented, to the concrete results achieved. It is the "proven evidence" of an agency's or professional's competence.

A production company (often referred to as a Prod Co) is a business specialising in the physical, technical, and logistical creation of audiovisual content, such as commercials, films, corporate videos, documentaries, or music videos. It is the entity that transforms a creative project on paper (script or storyboard) into a finished video product, managing the budget, human resources (crew and cast), and necessary technical equipment.

The term Cartouche refers to a decorative graphic element, usually in the shape of a rolled scroll, shield, oval, or rounded rectangle, used to frame text, a title, or a logo. In technical drawing and executive graphic design, the term also refers to the Title Block (or information box) placed in the corner of a sheet containing the project data.

Mixed cases (or assorted cases) are types of secondary or tertiary packaging designed to hold an assortment of different items (by variant, flavour, colour, or format) produced by the same manufacturer within a single shipping unit. They are often structured to function as ready-to-sell displays once opened at the point of sale.

Cartoons are audiovisual works created using animation techniques, which generate the illusion of movement by rapidly reproducing a sequence of static images, whether they be hand-drawn, vector-based, or digital models. Although the term often evokes children's entertainment, in a professional context, it refers to a versatile and sophisticated visual language comprising techniques such as traditional 2D animation, CGI (Computer Generated Imagery), and stop motion.

The Billboard Artist (or Billboard Designer) is a professional figure working in the field of outdoor advertising. Historically, this role involved the artistic conception and painting of posters; today, in a modern sense, it refers to graphic design for large formats or the physical installation of billboards. They act as the link between the advertising message and the urban space, capable of translating marketing concepts into images visible from a great distance.

A billboard (or large-format poster) is an advertising tool for external communication (Outdoor), usually printed on paper or PVC and applied to specific fixed or mobile structures located in public spaces. The most common and standardised formats include 6x3 metres, 4x3 metres and 3x2 metres (often corresponding to 48-sheet or 96-sheet standards). It is designed to be viewed from long distances and capture the attention of motorists and pedestrians in motion.

A window display card (or large showcard) is a medium to large-format display support (typically 50x70 cm, 70x100 cm or custom shapes), usually made of solid board, corrugated board or rigid materials like PVC foam. It is designed to be placed inside the window display area and, thanks to a rear support strut or suspension systems, maintains an autonomous vertical position to ensure maximum readability for passers-by looking in from the outside.

A counter card (or showcard) is a visual communication tool of contained dimensions (usually A4, A5 or custom formats), designed to be placed on flat surfaces such as counters, desks, tables or reception areas. Generally made of rigid mounted card or durable plastic materials, it features a foldable support on the back (often called a "strut" or "easel back") which allows it to stand vertically on its own, ensuring maximum visibility of the message.

Cart Wrap (often referred to as Trolley Branding in the UK) is a visual marketing technique that involves partially or fully covering the surface of a cart — typically shopping trolleys, but also golf buggies or mobile food carts — with customised printed vinyl films. It is a form of Ambient Marketing that transforms a common logistical tool into a mobile advertising vehicle.

In cinematography and photography, a dolly is mobile equipment on which the camera is mounted to execute fluid and controlled movements during filming. It consists of a platform fitted with wheels or pneumatic tyres that runs on rails (dolly track) or directly on the ground, enabling lateral movements, push-ins, pull-outs, or curved trajectories. In e-commerce and digital retail contexts, the term identifies the "shopping cart" (or basket), the virtual tool where users collect selected products before proceeding to purchase. Both meanings share the concept of movement and accumulation: the cinematographic dolly moves visual perspective, whilst the digital cart accumulates purchasing choices on a journey towards conversion.

A tracking shot (or dolly shot) is a cinematographic or photographic camera movement where the camera physically moves along a path, generally on rails (dolly track) or mobile carriages, maintaining constant fluidity. In cinematographic language, it identifies one of the fundamental dynamic movements that enables following subjects in motion, progressively revealing elements of the scene, creating spatial depth, or emphasising relationships between characters and environment. In marketing and communication, the term is used metaphorically to indicate a rapid review or overview of products, services, topics, or content presented in sequence. The tracking shot creates visual engagement through controlled movement, guiding viewer attention and adding narrative dimension to static images.

A carousel is an advertising and communication format that presents multiple pieces of content in sequence, viewable through horizontal scrolling or automatic rotation. Originally a celebrated Italian television format from the 1950s-70s (brief theatrical sketches followed by advertising messages), the term today primarily identifies digital sliders used on websites, social media, and mobile applications. In contemporary digital marketing, the Instagram carousel has become one of the most effective tools for visual storytelling, allowing users to share up to 10 images or videos in a single swipeable post. The format exploits the principle of sequential narration to maintain user attention and convey articulated messages through multiple connected pieces of content.