Short for application software. Typically available for rapid download to add functionality to smartphones, computers and other devices.

AR technologies join the real and virtual worlds, providing a computer-modified view of reality to enhance clarity or interest. Increasingly used in marketing with its ability to add interactivity and show products from different views and in a variety of settings. QR codes enable use of augmented reality to increase the effectiveness of print communications.

Many online citations in Ed #14 were created using this URL “shortening” software. Bit.ly shortens long website addresses so that users may more easily type an address in their browser.

Refers to a website or section of a website in which an individual posts an ongoing series of entries to convey commentary, descriptions or other content on a given subject. Formed through the combination of “Web” and “log.”

A network of resources, software and information that resides on the Internet—“in the cloud”—rather than on the user’s computer or server.

The increasingly sophisticated practice of gathering, analyzing and identifying patterns in data to create advantage. Used in marketing to better define and develop a deeper understanding of target audiences for increased efficiency and effectiveness. Explosion of e-commerce and social media have exponentially increased the amount and depth of data available to marketers.

The age demographic generally defined as thoseborn between the mid-1970s and the early 2000s. Also known as Generation Y or Echo Boomers, this group has grown up with instant communication technologies such as the Internet, mobile telephones, instant messaging (IM), text messaging and other social forces, including MTV, social media and sophisticated video games.

Stands for Persistent Uniform Resource Locator. PURLs are Web addresses that direct users to Web-based sources whose underlying URL (Web address) can change. Also referred to as personalized URLs, PURLs used in conjunction with direct mail can enable Web content to be customized to the individual visiting a site.

Pixelated, two-dimensional bar code readable by scanners, camera-equipped computers, smartphones and other devices for “quick response”—used for item tracking and, increasingly, communication of product and other information. After scanning a QR code, an application-equipped device can display text-based information or connect the user to Web content.

A mobile phone that offers advanced capabilities for computing and connectivity in a small, lightweight device, including Web surfing, text messaging and email, image scanning, high-resolution photography and video, among other functions.

Digital printing technology that enables elements such as text, graphics, charts and graphs, and imagery to be changed from one printed piece to the next without slowing or stopping the press. Leverages data on recipients, enabling mass cust-omization to each individual or household in large runs, as opposed to mass-production of one version. Also known as Variable Input Printing (VIP).