- Bleed
- Extra image area that extends past the trim line of a printed piece, so background color runs to the very edge after cutting. Without bleed, small shifts in cutting leave thin white slivers along the edges of the card.See: Napkin Dispenser Ad Size and Print Specs, How to Design a Napkin Ad That Gets Calls
- Call tracking number
- A phone number used only on one ad or channel, which forwards to your main line and logs each call. Putting a unique number on a napkin ad shows exactly how many calls that placement produced, separate from your other advertising.See: How to Track Offline Advertising Results, How to Design a Napkin Ad That Gets Calls
- Category exclusivity
- An agreement that a media seller won't place a direct competitor's ad in the same placement while your ad runs. Next Bite Media applies it as one advertiser per category per restaurant, so a diner sees one dentist, one realtor, one plumber.See: Category Exclusivity in Local Advertising, Explained, Napkin Dispenser Advertising: The Complete Guide
- CMYK
- The four ink colors used in full color printing: cyan, magenta, yellow and black. Screens display RGB, so colors can shift when a design is printed. Files for print should be set up in CMYK and checked on a printed proof.See: Napkin Dispenser Ad Size and Print Specs, How to Design a Napkin Ad That Gets Calls
- Co-op advertising
- An arrangement where a manufacturer or brand pays part of a local business's ad costs when the ad features its products, such as an HVAC dealer promoting a brand of equipment. Rules on logos and wording apply, so check before designing.See: How Much Does Restaurant Advertising Cost?, How to Design a Napkin Ad That Gets Calls
- CPM
- Cost per thousand impressions, a common way to compare ad prices across media. CPM ignores attention and audience fit, so a placement with a higher CPM but local, seated viewers can still produce customers at a lower cost per sale.See: How Much Does Restaurant Advertising Cost?, How to Track Offline Advertising Results
- Creative
- The ad itself: the headline, image, offer, layout and call to action. When a campaign gets attention but no calls, changing the creative is usually the first fix to try, before changing where or how long the ad runs.See: How to Design a Napkin Ad That Gets Calls, How Long Should a Local Ad Campaign Run?
- CTA
- Call to action, the line that tells the reader what to do next, such as call now, scan for a free estimate or text for a quote. A local print ad should have one clear CTA with the phone number or QR code large enough to use.See: How to Design a Napkin Ad That Gets Calls, QR Codes on Print Ads: How to Do It Right
- Daypart
- A slice of the day used to describe who is where: breakfast, lunch, dinner, late night. Restaurant dayparts attract different crowds, such as retirees at breakfast and office workers at lunch, which helps advertisers pick venues that match their customers.See: How Many Restaurants Should a Local Business Advertise In?, What Is Restaurant Table Advertising?
- Dwell time
- How long a person stays in front of an ad. Restaurant tables have long dwell time because diners sit waiting for food, which gives them time to read a card, scan a code or note a phone number, unlike a billboard passed at speed.See: What Is Restaurant Table Advertising?, Types of In-Restaurant Advertising
- Dynamic QR code
- A QR code that points to a short redirect address you control, rather than directly to the final page. You can change where it goes after printing and see scan counts over time, which suits ads that stay out for months.See: QR Codes on Print Ads: How to Do It Right, How to Track Offline Advertising Results
- EDDM
- Every Door Direct Mail, a United States Postal Service program that delivers postcards or flyers to every address on chosen carrier routes without a mailing list. It's a common way for local businesses to cover the neighborhoods around their location.See: Local Advertising Ideas for Service Businesses, Types of In-Restaurant Advertising
- Flight
- The period an ad campaign runs, from start date to end date. Advertisers sometimes run flights around a season, like a roofer before the winter rains, with breaks between them, or keep a continuous presence with a seasonal card swap.See: How Long Should a Local Ad Campaign Run?, Seasonal Advertising Calendar for Local Businesses
- Frequency
- The number of times the same person sees your ad over a period. Local services bought occasionally depend on frequency, because a name seen many times is the one remembered when a pipe bursts or a tooth starts hurting.See: How Long Should a Local Ad Campaign Run?, How Many Restaurants Should a Local Business Advertise In?
- Fullfold napkin
- A napkin folded flat and stacked loose, used in the classic chrome tabletop dispenser with an open slot. Fullfold napkins are cheap and widely sold, but guests often pull several at once, especially from an overfilled dispenser.See: Tabletop Napkin Dispenser Buying Guide, How to Reduce Napkin Waste in a Restaurant
- GBP
- Google Business Profile, the free listing that shows a business in Google Maps and local search results with hours, reviews, photos and a call button. Many people look up an advertiser's profile after seeing an offline ad, so keep it complete and current.See: Local Advertising Ideas for Service Businesses, How to Track Offline Advertising Results
- Hyperlocal advertising
- Advertising aimed at a very small area, such as a few blocks, one neighborhood or a short drive from your shop. It suits businesses whose customers come from nearby, and includes formats like restaurant table ads, yard signs and carrier-route mail.See: Local Advertising Ideas for Service Businesses, How Many Restaurants Should a Local Business Advertise In?
- Impression
- One opportunity for a person to see an ad. Online platforms count impressions precisely; for print and indoor ads they are estimates. An impression shows exposure, not attention or response, so pair it with tracking that shows calls and scans.See: How to Track Offline Advertising Results, How Much Does Restaurant Advertising Cost?
- Indoor advertising
- Out-of-home advertising placed inside a venue, such as restaurant table ads, restroom posters, gym screens or grocery checkout dividers. It reaches people who are in one place for a while, usually close to where they live or work.See: Types of In-Restaurant Advertising, What Is Restaurant Table Advertising?
- Insertion order
- A written order from an advertiser to a media seller that lists the placements, dates, price and creative for a campaign. It serves as the agreement, so make sure category exclusivity, minimum term and cancellation terms are spelled out in it.See: Category Exclusivity in Local Advertising, Explained, How Long Should a Local Ad Campaign Run?
- Interfold napkin
- A napkin folded into the one behind it, so pulling one brings the next into position. Interfold napkins are used in one-at-a-time tabletop dispensers and are designed to slow down guests who grab a handful from an open stack.See: Tabletop Napkin Dispenser Buying Guide, How to Reduce Napkin Waste in a Restaurant
- Landing page
- A web page built for one ad or offer, where people arrive after scanning a code or typing a short URL. It should repeat the ad's headline and offer, load fast on a phone and put a tap-to-call button near the top.See: QR Codes on Print Ads: How to Do It Right, How to Track Offline Advertising Results
- LSA
- Local Services Ads, Google's pay-per-lead ads for service businesses, shown at the top of some local searches with a screening badge. They capture people actively searching, while offline ads build familiarity before the need arises.See: Local Advertising Ideas for Service Businesses, How Much Does Restaurant Advertising Cost?
- Minimum term
- The shortest period an advertiser commits to when booking a placement. It covers setup work like design, printing and installation, and gives the ad enough time to be seen repeatedly before results are judged. Next Bite Media plans have one.See: How Long Should a Local Ad Campaign Run?, How Much Does Restaurant Advertising Cost?
- NAP consistency
- Keeping your business name, address and phone number identical across Google, Yelp, your website, directories and ads. Mismatches confuse customers and search engines. Use your main number in listings and reserve tracking numbers for specific ads.See: Local Advertising Ideas for Service Businesses, How to Track Offline Advertising Results
- Napkin dispenser ad
- A printed card displayed in the clear front window of a tabletop napkin dispenser. Next Bite Media uses a 6.5 × 4.25 in landscape, full color card on heavy stock, one advertiser per category per restaurant, checked on regular route visits.See: Napkin Dispenser Advertising: The Complete Guide, Napkin Dispenser Ad Size and Print Specs
- Offer code
- A short code printed on one ad that customers mention or enter to claim a deal, such as TABLE10. Because it appears nowhere else, each use traces back to that ad. Keep it short, easy to say aloud and hard to misspell.See: How to Track Offline Advertising Results, How to Design a Napkin Ad That Gets Calls
- Out-of-home advertising
- Any advertising people see outside their homes: billboards, bus shelters, transit ads, posters, and indoor placements in places like restaurants, gyms and stores. Often shortened to OOH. Indoor formats tend to reach people who are close by and stationary.See: Types of In-Restaurant Advertising, What Is Restaurant Table Advertising?
- Placemat ad
- A paper placemat printed with several local business ads, common in diners and family restaurants. Placemats are replaced every meal and often hold many advertisers at once, so individual ads compete for attention and get stained or thrown away quickly.See: Types of In-Restaurant Advertising, How Much Does Restaurant Advertising Cost?
- Point of purchase
- Advertising placed where a buying decision happens, such as a display by the register. In restaurants, point-of-purchase pieces usually promote the restaurant's own items, while napkin dispenser ads promote outside local businesses to the same seated guests.See: Types of In-Restaurant Advertising, What Is Restaurant Table Advertising?
- Proof
- A preview of the finished ad sent to the advertiser for approval before printing. Check the phone number, address, spelling, offer terms and QR code on the proof, because a mistake caught after printing means reprinting every card.See: How to Design a Napkin Ad That Gets Calls, Napkin Dispenser Ad Size and Print Specs
- QR quiet zone
- The blank margin around a QR code that scanners use to find its edges. The standard calls for a border four modules wide. Text, photos or busy backgrounds inside the quiet zone are a common reason printed codes fail to scan.See: QR Codes on Print Ads: How to Do It Right, How to Design a Napkin Ad That Gets Calls
- Reach
- The number of different people who see your ad at least once. Reach and frequency trade off: spreading a budget across more locations raises reach, while concentrating it in fewer places raises how often the same locals see you.See: How Many Restaurants Should a Local Business Advertise In?, How Long Should a Local Ad Campaign Run?
- Route visit
- A scheduled stop by the ad provider at each restaurant on a route to check dispensers, replace worn or outdated cards, and confirm placement. Next Bite Media records route visits with photo check-ins so advertisers can see their cards on tables.See: Napkin Dispenser Advertising: The Complete Guide, How Restaurants Earn From Sponsored Dispensers
- Safe area
- The inner zone of a printed piece where text, logos, phone numbers and QR codes should stay, away from the trim and any frame. On a napkin dispenser card, the dispenser's window edge can cover the outer margin, so keep key details well inside.See: Napkin Dispenser Ad Size and Print Specs, How to Design a Napkin Ad That Gets Calls
- Service area
- The places a business travels to serve customers, common for plumbers, HVAC companies and cleaners. Ads should run inside your service area, because a call from outside it is a lead you can't take. Google Business Profiles let you list service areas.See: How Many Restaurants Should a Local Business Advertise In?, Local Advertising Ideas for Service Businesses
- Table tent
- A folded card that stands on a restaurant table, usually printed on both sides. Restaurants use table tents for specials and events. They are easy to knock over or remove, which is why some advertisers prefer cards held in a fixed dispenser window.See: Types of In-Restaurant Advertising, What Is Restaurant Table Advertising?
- Trade area
- The area most of a storefront business's customers come from, such as the neighborhoods around a dental office or gym. Mapping where current customers live shows your trade area and helps you choose which nearby restaurants to advertise in.See: How Many Restaurants Should a Local Business Advertise In?, What Is Restaurant Table Advertising?
- Vanity URL
- A short, memorable web address printed on an ad, such as yourbusiness.com/table, that redirects to a landing page. It gives people who won't scan a QR code an easy way in, and visits to it can be traced to that ad.See: QR Codes on Print Ads: How to Do It Right, How to Track Offline Advertising Results
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