sampcmd is a command line tool to launch San Andreas Multiplayer.
samp.exe is the UI launcher for San Andreas Multiplayer. If it's invoked with additional parameters, the UI flashes for a single frame.
It is not possible to use different names, unless the entry within the registry is modified.
The process of GTA San Andreas is launched (detached and suspended) and "samp.dll" is inserted into the remote process with a new remote thread and waited till it's finished. After that the main thread of the remote process is resumed.
Put "sampcmd.exe" into the root directory of GTA San Andreas, where San Andreas Multiplayer is installed.
For example: sampcmd.exe -c -h 127.0.0.1 -p 7777 -n Username