Webster's English Dictionary

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catchword

catch.word \'kach-.w*rd, 'kech-\ n 1a: a word under the right-hand side of 
   the last line on a book page that r epeats the first word on the following 
   page 1b: either of the terms to right and left of the head of a page of an 
   alpha betical reference work (as a dictionary) indicating the 
   alphabetically first and last entries on the page 2: a word or expression 
   repeated until it becomes representative of a party , school, or a point of 
   view