Glossary: V
- value proposition
- A business or marketing statement that summarizes why a consumer or business should buy a product or use a service. This statement should convince a potential customer that one particular product or service will add more value or better solve a problem than other similar offerings.
- varnish
- A thin, protective coating applied to paper during the printing process, generally to enhance appearance and reduce scuffing. Varnish requires more drying time than UV coatings.
- vector graphic
- An image that uses mathematical objects (vectors) to describe its characteristics, rather than a grid (bitmap). Vector graphics are often used for type and bold graphics—such as logos—because they can be scaled to any size without distortion.
- venue marketing
- Promotional strategy linking a sponsor to a physical site (sponsorship of stadiums, arenas, auditoriums, amphitheaters, racetracks, fairgrounds, etc.).
- vertical market
- A situation in which an industrial product is used by only one or a very few industry or trade groups. The market is narrow but deep in the sense that most prospective customers in the industry may need the product.
- violator
- Type and/or graphic banner, starburst, etc., designed to grab a reader's attention immediately.
- viral marketing
- A modern-day version of word-of-mouth marketing that encourages audiences to pass along marketing messages to others (friends, family, co-workers and so on).
