Advertiser
Organization at the origin of an operation of advertising communication which aims at promoting its products or its mark. As part of an action of communication, the advertiser is the customer of the announcement.

Advertising copywriter
The job of the advertising copywriter includes two sections:
- Conception: search for the concept of an advertising particularly campaign, for mass media (television, cinema, billing, radio, press, except mass media, etc) or for a variation of mass media.
- The editorial draft: writing of catchers (slogans linked to a campaign), "bodies" (short text accompanying the eye-catcher) or of the signature (slogan of a brand).

Advertising object
Over Internet, synonymous to banner icon.

Advertising over-coverage
The over coverage is a specific advertising format in the press. It is about half a page, page or even a double advertising page which covers the real coverage of the support. The over coverage benefits from a more important impact than traditional press zones.

Advertising signature or Slogan
The advertising signature is the slogan or the sentence which punctuates a commercial message. The term comes originally from the sentence of signature originally traditionally under the text of press advertising. From the basic term line or signature is used whatever the support of advertising mass media is. The base line can be attached punctually to a campaign or more often be a permanent signature or an average term of. The purist can tell a difference between line foundation and slogan by considering that a slogan can take a sound or oral dimension more and that the degree of attachment to the mark of a slogan is less strong than that of a signature.

Agenda 21
Program of actions intended to translate in facts the principles of the sustainable development defined at the conference of Rio in 1992 during the 2nd summit (top) of the Earth organized by United Nations. We speak place about Agenda 21 when this program is set up by a city or other region with a measure of autonomy. It must be accomplished in cooperation with the population and the various local actors. It determines a series of transverse actions concerning all services of a group: economic development, development, and town planning, transport, and accommodation, city policy, environment, resource management, social cohesion and united (interdependent) development.

Benchmarking
The benchmark is a type of observation and analysis of practice used by concurrent competition or by the company sectors that can have modes of functioning expendable by the firm. The benchmark can relate to the observation of managing practice, but it can also be made in the field of marketing. The benchmark can be considered in a simplistic way to be "fishing for good ideas ". The benchmark is broader than a practice of competitive surveillance considering that it is not interested that to the rivals.

Binder
Company specializes in the final assembling of a printed document finding.

Bio fuel
Combustibles fabricated from vegetable oils, from agrarian waste or from wood. They reject in the atmosphere only the carbon dioxide absorbed by the plant which is use for their production. The European Union encourages their development and wants them to represent 6 % of combustibles in 2010, and 20 % in 2020. And it is possible that these productions are made on ordinary lands designed for the manufacture of food resources.

Biodiversity
All living organisms, indicating at the same time diversity within species (genetic diversity), between species and between ecosystems.

Booklet
Commercial or advertising document which is constituted in general of several pages put together and that unfolds during reading.

Brain storming
Qualitative technique employed to generate concepts, ideas or brands. A meeting of brain storming is a meeting group where each one is invited to propose ideas or suggestions in touch with the subject of study. The animator should make sure of the absence of negative judgements based on suggestions which risk to harm the "productiveness" of meeting.

Brand identity
A uniting concept which does not vary according to communications; it defines what, in a brand, should remain permanent or can evolve. Identity allows to the organization to exist as a consistent being, having its history and its place in comparison to the others. It consists of 6 characteristics: physical appearance, personality, cultural universe, metallization, image, a type of relation.

Brand image
The image of a product, a brand or a society corresponding to the manner by which it is perceived by the consumers. This perception can come out of objective criteria (picture of upmarket product at a high price) or a subjective one ("old stuff"). Image is the result of the considered characteristics of the product or brand, but it is also broadly influenced by advertising.

Brief agency
All the information announced by an advertiser which will allow to an agency to offer a strategy of communication a strategy of corresponding means.

Bus e-mailing
Consist in different offers of distinct advertisers. As for the bus mail direct mail advertising, the bus-emailing allows generally to amortize the expenses of several advertisers’ campaigns.

Bus mailing
Direct mail advertising or direct mail advertising which regroups in the same dispatch several offers of particulars advertisers possibly not concurrent. The bus direct mail advertising is especially used in B to B on subscribers' files press professional and takes in that case the form of group of coupons which have the size of a play card and represent a side of presentation of the offer and by a side allowing an mail feed back for additional information. The bus direct mail advertising allows of amortizes the expenses of operation for several advertisers.

Business to Business (BtoB)
Trade relations performed up to the company target. Often less mediatized, commercial activity between firms represents however more than 80 % of trade exchange.

Business to Consumer (BtoC)
Trade relations up to ultimate consumer’s targets. Often more mediatized than the business to business or trade between firms, the commercial activity of detail represents however less than 20 of the % of trades.

Business to retail (BtoR)
Trade relations for distributors / stockists target. The business to retail or BtoR indicates in general all the marketing and commercial actions set up for the external distributors.

Canvassing
All actions which aim at identifying new potential customers and transforming them into real customers.

Carbon footprint
Method found by ADEME to count the greenhouse gas emissions of a firm from easily available data. She allows the firm to reach a good assessment of emissions caused by its activity, to target levers of action efficiently.

Climate change
Climate changes corrupting the total composition of the atmosphere, which can be linked to human activity. See additional greenhouse effect.

CMYK (Cyan, magenta, yellow, black)
The four printing colours.

Colour code
The existence of a colour code is translated by the fact that for a type of given product we find almost systematically one or several colours used for the product or its packaging. Such as red or black for coffee (cafe).

Communication outside mass media
The communication outside mass media indicates all the actions of communication which do not pass by "traditional" mass media. Outside mass media consists of direct marketing but also all alternative advertising actions of communication (street marketing, PLV, promotion).

Communication product
Communication product regroups all the actions of advertising communication intended to promote a product or service. It is the most common form of advertising communication.

Compost
Material of the controlled deterioration of organic waste in the presence of oxygen (composting) containing the least possible pollutants as usable as organic amendment...

Copyright
Dispositions to appear compulsorily on a communication support. For instance in billing: registered company name of the advertiser, number of its RCS, name and address of the printer. Copyright is also demanded as part of certain regulations, as «the abuse of alcohol is dangerous for your health «as a part of Evin law.

CRM (Customer Relationship Management)
Relation customer management. System reorientating the strategy of the enterprise around the needs and wishes of the customer. It presumes a marketing database.

Design
Design is constituted of all the elements contributing to the visual appearance of a product. Design must answer two marketing objectives. An objective of seduction by the appearance and the visual picture transported by the product, and a functional objective which is translated due to the fact that forms of the product have to make easier its usage (stocking, catch in hand).

Distinction policy
Policy by which a firm is going to differentiate its product compared to those of concurrent by characteristics perceptible as unique by consumers. The policy of distinction allows in general to free itself from pressure of a situation of competition and set up higher price.

Direct marketing
All the techniques of marketing communication which allow contacting the addressee directly and individually with the objective of a more or less immediate answer. The actions of direct marketing are also characterized by reference to databases and by capacity to measure the results of a campaign precisely. The main channels of direct marketing are telephone, mail and e-mail.

Display
Is one of five (or six with Internet) advertising mass media (TV, Press, Radio, and Cinema). It includes a big diversity of types of support, but the most common format is display 4 X 3.

Draft
Draft or a basic template by a commercial or by direct marketing which is shown to the advertiser by her agency.

Eco-communication
Consists of integrating sustainable development into the actions of communication.

Eco-conception
Consists in conceiving and in producing any object by restricting its potential impacts on environment. It is a research of global performance where requirements and consequences are taken into consideration during all cycles of life of the product.

Eco-designed stand
Exhibition support realized ecologically and with responsibility by the manager. The materials used for its conception are as much as possible respectful of environment (low lamps consumption, recycled paper and exit the plastic beaker). Approach implies the support and what it contains. Sorting of waste generated by exhibition is undertaken finally.

Eco-label
Indication affixed on a product meaning that it respects criteria established for protection of environment. The attribution of an eco-label must theoretically rely on an "eco-balance report", meaning analysis of the cycle of life of the product, the extraction of raw materials till its end of life. According to the quality-label (NF Environment, European Eco-label), one or several criteria are to respect.

Energy effectiveness
Energy effectiveness (or thermodynamic effectiveness) is a relation between what can be recovered on the whole amount of what was spent for the use of a machine. Better energy effectiveness is therefore synonymous with lower energy consumption with equal output. Rational use and better command of energy lead to environmental and social savings linked to production and to consumption of energy. To improvement of energy effectiveness of stores is an objective of sustainable development.

Enterprise communication (company corporate or institutional)
All the actions of communication which aim at promoting the company image for its customers and different partners. The communication of firm distinguishes itself traditionally from brand communication insomuch as or it is the organization which is promoted and not directly its products or services.

Environmental citizenship
Philosophy and way of life where the citizen gets used to gestures and responsible behaviour both in comparison with his habitation and regarding his peers. To be an eco-citizen, one has to recognize the environmental range of all his daily gestures, from displacement consumption, passing by his rejections.

Environmental imprint
Estimation of the area which the earth needs to meet the needs of an individual according to his way of life and consumption. It allows measuring our direct influence on the planet.

Environmental marketing
(or eco-marketing, marketing, green sustainable marketing): Ethical Marketing, it consists of "turning green» its speech. Numerous firms are led to point at social case of respect for environment to maintain or increase their sales.

Ethical marketing
(See also social marketing, marketing of distribution, sustainable marketing or eco-marketing or environmental marketing). It consists of using marketing techniques for a purpose other than direct interests of the firm. The « return to ethical investment » is measured by its contribution to the fairer world, but also by a different action for the development of the firm and the improvement of its brand image.

European Environmental label
Common environmental quality-label in all countries members of the European Union. It is applied to a broad panel of products (apart food or pharmaceutical). For every type of goods, definite conditions of contract are established the cycle of life of the product are taken into account, which implies the choice of raw materials, distribution, consumption, recycling…

Evaluation of space or media exhibition
Procedure which aims at calculating the monetary value of a media exhibition (in guise of text) of which benefits a brand or a product following various marketing operations (press release, event, sponsorship). This evaluation is settled by taking into account the necessary advertising investments to obtain the same type of media coverage. The evaluation of media space is especially used to measure the rentability of considered action.

Extension of variety
Policy of a brand which consists of offering one or several new products within a range to cover all the needs as precisely as possible or to struggle more efficiently against competition.

Fair trade
Fair trade is a commercial partnership, based on dialogue, transparency and respect, which aims at more equity in international trade. Fair trade contributes to sustainable development by offering better commercial conditions to the marginalized producers, especially in the South, securing their rights and by assuring them a fair remuneration.

Flash
Animation format suggested by Macromedia. It is composed of vector graphs and allows simple function of interactivity. Files, small and practiced for speed modem connections, can offer real-time video.

FSC
The Forest Stewardship Council or literally « The Council of Forest Management » is an international organization which represents organizations of protection of environment, of defence of the rights of forest workers and of wood merchants.
Wood is given the quality-label FSC when the production chain is controlled by an organism of certification accredited by FSC. The timber products or their speen-off (as paper) come from « forests managed correctly, in a satisfactory and responsible manner, according to strict standards taking into account environmental, social and economic aspects of the original forest. »

Genetically Modified Organisms (OGM)
Organisms which gene pool was artificially changed to endow them with properties existing in the natural state. Though OGM can be of interest for scientific research, inserting an alien element in a genome can made toxic organism or allergenic, moreover to generate long-term effects on ecosystems.

Global performance
Concept according to which the progress of a Firm is just as dependent on quality and performance of its environment (facilities, education, research, taxation) as on its own competences (management, manufacture, marketing). Hence the preoccupation of “enlightened” and “responsible” companies to participate in harmony and performance of their environment (district, village, region, territory).

Governance
Exercise of economic, political and administrative authority in order to manage country business and assuring the primacy of right. A good governance is characterized by participation, transparency and responsibility joined by effectiveness and equity. In the context of lasting development they consider that the governance is a collective process of decision not imposing a situation of authority systematically.

Graphic palette
Drawing software, including a brush and a fountain pen and allowing to make up or to change an image.

Green purchases
Policy which consists of inserting the environmental, social and ethical dimensions, besides the economic aspects, into decisions linked to the process of purchase, starting from the market specification up to the choice of offer. Interested by the demonstrative and stimulating character which the putting into practice of this concept can have, local communities with a measure of autonomy like to impel a policy of responsible purchases in their state commission.

Greenhouse effect
Retention of solar energy by presence of certain gases in the atmosphere (steam, carbon dioxide, nitrogen hemioxyde and methane) which maintains an average temperature on Earth allowing the development of human life. This natural phenomenon is intensified by the human activity which increases the rejection of greenhouse gas in the atmosphere (and therefore the temperature on the surface of the Earth). We speak about additional greenhouse effect. Average growth from only 2 to 3 degrees leads to sea level elevation from 17 to 32 cm.

Hand
Evaluation by a touch of the thickness and the resistance of paper. A paper has a hand when its thickness seems high for its square metre mass.

High Environmental Quality (HQE)
Characterize construction of facilities respecting the rules of sustainable development, where impacts on environment are controlled and the health of the population is preserved. It is a volunteer approach which comes in 14 targets (aiming at eco-building, at eco-management, at comfort and health) and allowing so to agree about objectives shared by all participants.

HTML
HTML (language of hypertext tagging) is a language of standard description of documents used on the Web.

Hybrid vehicle
Transport which links two modes of energy generation, a motor (an engine) with "classical" combustion combined with an electrical battery.

Imprim' vert
The Imprim’vert quality-label is awarded by the Confederation of the Printing and Communication. It rewards the printers who respect 3 key-points:
- good management of dangerous waste;
- security of dangerous products stock (new and suspended) to avoid any risk of accidental pollution;
- exclusion of toxic products (labelled with skull and crossbones) of workshops.

Insertion order
Summary of a campaign (dates, format, sites, rate) on a support which is given to the editor support by an advertising agency or a state control. The insertion order is used as bond for reservation of an advertising space.

Internal communication
All the actions of communication undertaken within a firm or organization for its employees. Internal communication takes inspiration more and more often from techniques of marketing communication.

Java
Software language used to create Web pages. Java is a high level programming language of independent platform, developed by Sun Microsystems. It is distinguished from JavaScript, a web script navigator language developed by Netscape.

Market share
The market share is a key indicator which allows to specify the importance of a product, a brand or an enterprise on its market for given period. The market share is reckoned by ratio: sale of brand / complete sales on the market. Sale can be expressed in monetary value or by volumes of sold products.

Marketing
1 - Discipline of management which, in a free market, recalls studies and research leading to anticipation and to installation of means of action based on the adaptation of the product, price, distribution and communication, as a part of a plan of actions controlled with the help of indicators, in order to adapt the productive and commercial apparatus and satisfy needs, wishes, motivations, values (...) of a target that can be an organization or an individual, by offering him(her) a property, a service or an idea.
2 - " Marketing is an economic and social mechanism by which individuals and groups satisfy their needs and wishes by means of creation and by exchange with other people of products and services of value" (Kotler, Dubois).
3 - " Marketing consists of planning and implementing elaboration(development), price setting, communication and distribution of an idea, a product or a service with the aim of mutually satisfactory exchange for organizations as well as for individuals " (Kotler, Dubois).
4 - " Marketing is comprehension, implementation and control of any process, whatever is its nature - psychological, technical, commercial, scientific, organizational - which optimizes the value for the business company for the customer brought back of the risk which it incurs by the acquisition of the goods or service which is offered to him(her) by the business company, and so forth. Therefore there are three fields of marketing, marketing of value, marketing of risk and marketing of time ″ (L. Maruani).

Marketing mix
Marketing mix is all marketing actions set planned or accomplished in the field of policy of the product, policy price, communication and distribution. These 4 worlds of actions are also called 4 P because of the initials of these 4 terms in English (Product, Price, Promotion, Placement). The implementation of marketing mix should allow to reach targets following marketing strategy. Decisions taken within different variables are interdependent.

Marketing research
Work of collection and analysis of information for identifying the characteristics of a market (demand, competition, products, environment) and its potential.

Mass media Planning
As part of an advertising campaign, mass media planning is the action which consists of choosing mass media and support to be used, the choice of the broadcasting schedule as well as the establishment of the campaign agenda. The choice of mass media and support is made out of their different characteristics (expense, coverage) of the target, power, creative possibilities, complementarily, etc).

Meaning target
The meaning of target point corresponds to the population which is most particularly purposeful by a product or a marketing campaign and that theoretically must provide the biggest part of the turnover.

Mix mass media
Optimization of the choice of mass media used for an advertising campaign. The choice is made out of the characteristics of mass media (potency, expenses, capacity of targeting, advertising effectiveness, legal framework) and of their capacity meet the best cost in the objectives of the campaign. A mix media also uses complementarily and synergies which exist between different mass media.

Moratorium
Temporary suspension of a decision in case of doubt about its consequences.

Newsletter
The term newsletter indicates in general an e-mail with commercial matter sent periodically to prospective buyers or subscripted customers. The contents of the newsletter can be simply constituted of a selection of products or to have editorial contents.

NF-Environnement
Official French Eco-label. Its criteria take into account the respect for environment, but also quality of use for the consumer. It can be apply to different kinds of products except pharmaceutical products and is managed by the French Association for Normalization (AFNOR).

Operating system
Part of software in a computerised system which assures the functioning of the computer equipment. The operating system manages memory, implements of admission and exit as well as computer sources. An intergiciel requests an inherent operating system to make the decoder work.

Organic agriculture
Born in Europe with the intention of keeping the fecundity of soil and the quality of crop, while respecting environment, it has developed in France only from the fifties. It regroups all the methods of culture and animal husbandry played without the usage either of chemical manures or synthetic pesticides. The respect for these rules is proved by independent certifier organism once a year, and it guarantees to the consumer of products composed of more than 95 % of organic ingredients and without OGM.

Outside mass media
Outside mass media brings together all the techniques of marketing communication not used by the 5 traditional mass media. Outside mass media notably contains direct marketing actions, the channel mail box with letter, the actions (terms) of sales promotions and channels of interactive marketing. The term is often used to analyse the marketing investments.

Packaging
The packaging indicates normally outside packing or visible conditioning of the product. The notion of packaging understands taking into account the function of sale and seduction exercised by the packing. Packaging is therefore a tool of assistance to sale.

Panel
A panel is a permanent and representative sample of consumers, professionals or volunteers sales points which transmit regularly in an active or passive way data relating to their behaviour (purchases, sales, watched programs, visited Websites) to the society of study having set up the panel. By its periodical character, a panel allows to high-light tendencies and evolutions. The information collecting can be automatic (Mediamat, case passage, Internet navigation) or declarative (scanning of the bought products, questionnaires answers).

Payer polluter principle
Principle according to which the polluter is attributed to cover expenses of measures of prevention and struggle against pollution. The cost of these measures is thus included in the cost of property and services which are the origin of pollution.

PLV
Sale points advertising.

Positive Energy Building
Building which produces as much or more energy as it consumes, by the addition of an equipment of production of renewable energy: photovoltaic panels, aeolian, geothermal power, biomass, etc.

Press communication
Press communication regroups all the actions of communication undertaken for the journalists and mass media. It consists of the realization of press releases, of specific conferences of press, specific events dedicated to the journalists and the creation of equipments dedicated to the journalists (press files, mass media on Internet kit, etc...)

Press proof (B.A.T.)
Is the document given for signature by a printer or a rooter in an agency of communication or an advertiser. The BAT takes back the document put in printing or in dispatching (fax, e-mail) for a validation by the silent partner before launching of printing or campaign.

Press release
Elaborated by an agency of press relations the press release is a file for the journalists which regroups group of documents relating to a firm, a product or a marketing operation.
It should attract interest of the journalist and give him necessary information for his editorial work. It can also consist of elements such as of giveaways, of samples and images (slides or numerical) used to illustrate the article.
To go out of the lot, the role of creativity is more and more important in creation of press releases.

Promotion communication/ Event management
Technology of communication based on the creation of events supposed to be particularly unordinary. Event-driven communication can aim at the customers / consumers, press and employees. The spectacular character of event allows theoretically acquire visible effects and possible consequences in press. Event-driven communication must allow to draw attention and to impress minds in the world saturated with traditional communication.

Professional delivery (advertising)
Practice of advertising price setting which specifies that the intermediaries of type agencies benefit from a professional delivery which comes in general up to 15 %.

Prospective buyer
Potential customer of the firm.

Purchase of art
Function or task which consists of buying the elements of art or rights necessary the realization of a commercial (photograph, music, etc...) within an advertising agency

Purchase of space
In the field of advertising, the purchase of space indicates the process of buying advertising space which is accomplished for an advertiser. The purchase of space is in general performed by a mass media agency, in the past called central purchasing agency of space.

Press relations
Press relations regroups all the actions performed for the press (journalists) with the intention of acquiring press coverage favourable to the firm or to its products. Press relations notably consist of press releases, press conferences and trips. Press relations are most often entrusted to an agency specialized in public relations. The effectiveness of press relations is measured by evaluation of consequences in different mass media. See also "promotion of media space".

Questionnaire (Survey)
Logical and organized sequence of questions proposed to the individuals tested as part of an inquiry.

Reasoned agriculture
Played by the farmers conscious about inserting the functioning of ecosystems and organic mechanisms of regulation in the choice of their techniques. Taking into account local peculiarities, it implements ancestral know-how and innovative methods establish to equilibrium between the objectives of the producers, expectations of the consumers and respect for environment. However, it does not exclude OGM.

Recyclable
A product claimed to be given to an industrial cycle once it has been definitely used, if the consumer lays it down in an appropriate place.

Recycled paper
Paper is said "recycled" when it contains at least 50 % of recovered grains. It is the result of a series of successive stages, made easier by the sorting of waste, out of the old paper. Which one is first shredded, then filtered and finally put to soak into vats. It becomes re-usable after several cleanings based on chemical solvents.

Renewable energy sources
Potentially inexhaustible energies, that nature can reconstruct rather fast, such as biomass, solar energy hydraulic, geothermal and aeolian energies (contrary to gas, coal and oil, reserves of which, constituted after millions of years, are restricted).

Responsible tourism (Eco-tourism)
United (Interdependent) and ethical tourism which offers trips restricting the social, environmental and economic impacts of mass tourism.

Safeguard clause
Measure which consists of forbidding a practice, further to the report of a scientific commission, initially authorised for Community plan (for instance, the safeguard clause presented in France in January 2008 by the State against the production of OGM).

Sample (study)
The whole basic population which is questioned after selection during an inquiry. After data processing, results acquired after the study are extrapolated over the studied population. To assure the reliability of this extrapolation, the sample should be representative.

Segment
A group of homogeneous population (customers or prospective buyers) on which it is possible to practice different marketing actions.

Segmentation
Population selection (customers, prospective buyers) into homogeneous groups according to different criteria (socio-demographic, data consummation behaviour). Chosen criteria of segmentation allow to acquire homogeneous operational and sufficient segments and size of population. A segment is said operational when it is possible to observe it (marketing actions) in a specific way. The segmentation allows to perform marketing actions differentiated in functions (offices) of segments.

Share Marketing
See ethical Marketing.

Sheet of style
In DTP, function which consists of gathering under the single order (command) all typographical characteristics of texts

Social marketing
Ethical marketing which uses the techniques of communication to generate social progress, such as coming up countries making health products available for the low-income population, by explaining with pedagogy how to aim at better health. The art of persuasion is then used non-profit purpose.

Sponsorship (sponsoring)
Sponsorship of an action by an advertiser who thus benefits from personalised presence.

Story board
Visual presentation of what will be a television spot, like different sketches accompanied with dialogues bubbles and notes concerning plans and different elements of support. A story board resembles a comic strip a bit. The story board is introduced to the advertiser and serves preproduction of the spot.

Sustainable agriculture
Intermediate concept between organic and reasonable agriculture which tries to apply to agriculture the principles of sustainable development. It does not match exact standards but is the object of conditions schedule in twelve key points to which the farmers can refer.

Sustainable development
Term created during the conference of Rio in 1992 defines in general a « development which meets needs of the present without damaging the capacity of the future generations to obtain theirs ». It is the foundation of a strategic policy aiming at establishing a harmonious equilibrium between social development, economic progress and respect for environment.
It lands a joint approach of the environment of the countries of the North and the development of the countries of the South (ecodevelopment). International politic context comes to a compromise between three contradictions to be overcome : between the interests of the actual generations and those ones of the future generations, between the industrial countries of the North and the developing countries of the South, between the needs of the human beings and the preservation of ecosystems.

Teasing
Advertising technique which aims at stimulating the curiosity of contact to increase the attention carried in the message and its memorization. The teasing can use different successive commercials or be made of one message. When different messages are used, the first message is going to take a mysterious form without revealing necessarily the advertiser or the object of the campaign, the revelation is being made in one or several other messages. When the teasing is made with the single message it is the beginning of the announcement which is mysterious and the final revelation is at the end of the message.

Thermal solar energy
Transformation of solar radiation into warmth, to produce some sanitary hot water and provide the systems of heating. It is distinguishes from the photovoltaic technology, which transforms the solar radiation into electricity.

Visual aide
Visual aide is composed of graphic elements or pictures of a commercial message, a commercial document or a page of a Website. Visual aide sense plays a role of eye-catcher or comes to illustrate the purpose; it participates entirely in advertising effectiveness.

Waste
Any substance or object of which the possessor comes undone or intends to come undone. The Europeans produce an average of 350 kg waste per head and a year, which is twice more than in 1970. In Europe, wasteland covers between 1 200 and 1 700 Km2.

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Bibliography:
http://lexicom.free.fr/
http://www.definitions-marketing.com/
http://www.techno-science.net