Saturday 4th September, 2010 (HK)
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Glossary of Terms...
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A
AVO (average order value)
The average amount of each catalogue order.
Alternate Delivery
Methods of delivering direct mail or sample products to households using a different Postal Service than your domestic one.
Alternate Media
Any means of reaching consumers other than by using solo direct mail and telemarketing including: cooperative mailings, card decks, package inserts and free-standing inserts (FSIs), home-shopping programs, computer online services and broadcast.
Automation-Compatible Mail
Mail that can be scanned and processed by automated mail processing equipment such as a barcode sorter.
B
Bar Code
Postcodes translated into a coding structure of vertical bars and half bars used in order to speed the sorting of mail and enabling mailers to take a discount on postage.
Batching
The gathering and organizing of incoming orders.
Bulk Mail
Mail that is rated for postage partly by weight and partly by the number of pieces in the mailing. The term is generally used to refer to Standard Mail.
Bulk Mail Centre (BMC)
A highly mechanized mail processing plant that distributes Mail in piece and bulk form.
Business List
Any list of individuals or companies based on a business-related interest, enquiry, membership, subscription or purchase.
Business Mail Entry Unit (BMEU)
The area of a postal facility where mailers present bulk, pre-sorted, and permit mail for acceptance.
Business-to-Business Marketing
Reaching prospects and customers (usually in their workplace) with offers that relate to their profession--as opposed to their lifestyle, hobbies, family.
C
CPO
Chief Privacy Officer
Caging
The opening and sorting of orders and the handling of cheques and cash. So called, as people work in cages for security purposes.
Call Centre
A site that houses a telemarketing operation.
Card Deck
A cooperative pack of postcards, usually mailed in a clear poly outer that is used in both consumer and business-to-business direct marketing. The postcard, which either orders the product or asks for more information, can be mailed back to the individual advertiser.
Carrier Route Pre-sort Mail
Mail sorted by carrier route to qualify for discount postage rates.
Click-and-Mortar
A store that has an online presence as well as an actual building.
Clickstream
The record of a user’s Internet activity including Web sites visited, length of the visit, and what pages were viewed.
Coding Accuracy Support System (CASS)
Created by the U.S. Postal Service to ensure the accuracy of software programs used by service bureaus to check addresses and code mailings for delivery.
Colour Proofing
Compiled List
A list gathered from directories, newspapers, public records, etc. identifying people or organisations with common characteristics.
Computer Service Bureaus
A company that will maintain lists for list owners. Services may include: updating the list, merge/purge, data overlays and preparing the list for mailing or rentals.
Consolidator
A consolidator accepts mail for deposit within a particular type of delivery service. By grouping together mail from more than one company, consolidators are often able to obtain higher volume discounts than an independent mailer.
Consumer List
Any list of individuals at home addresses who have bought merchandise, subscriptions, given to a non-profit, etc.
Continuation
An order from a mailer who has previously tested or used the list within 12 months and is using it again.
Continuity Program
An offer of a series of products to be received in timely intervals. Most often used for books, tapes/CDs and recipe cards.
Contribution
The amount of money left over to contribute to overhead expenses after deducting for customer returns, cost of goods sold, direct selling expenses and variable order-processing costs.
Cookies
Software tools designed to save passwords and other data on someone’s computer. The data can be called up automatically when the user shops online or visits Web sites on which they’ve surfed before, thus saving the user time by not having to re-key required data.
Co-op Database
Two or more list owners combine their lists and access each other’s names.
Cooperative Advertising (Co-Op)
Advertising (including direct mail, inserts, stuffers, card decks) where offers from several different mailers are included.
Cooperative Broker
A person/company who recommends and takes orders for marketers who want to be part of a cooperative effort.
Cooperative Manager
A person/company who sells space in the co-op for the cooperative owner.
Cooperative Owner
A company that brings different marketers together into a co-op effort. Services may include: printing the individual inserts, combining them and mailing them to pre-selected lists.
Coupons
A promotional device used by marketers to increase sales or store traffic by offering a discount when the coupon is redeemed.
Currency Exchange
A service that changes money from one currency to another.
Custom Publisher
Any publisher who will, for a fee, create a publication for a direct marketer that is most-often used for self-promotion or as a premium.
Customer Relationship Management (CRM)
Providing better communication offers and services to customers by evaluating your previous interactions with them.
D
DMA MPS
A service of the Direct Marketing Association for consumers who want to have their names removed from mailing lists.
DMA TPS
A service of the Direct Marketing Association for consumers who want to have their names removed from telemarketing lists.
DRTV
Direct Response Television is the liveliest medium in that is can show products actually in use. Unlike brand advertising or general advertising on TV--which is designed to create awareness--DRTV attempts to change behaviour by getting people to call a toll-free number or log onto a Web site.
Datacard
List information including counts, demographics, pricing, etc.
Data Entry
The entering of names, addresses and other information into a data storage and retrieval system. Data can be entered via manual keying, electronic data transfer or by scanning.
Data Overlays
See List Services
Data Protection Directive
Legislation regulating the collection and dissemination of personal data. The European Data Protection Directive requires specific measures be met before data are transferred outside the European Union (EU).
Database
A file that is maintained on a computer comprised of pertinent information such as a company's prospects or customers. The file can serve multiple applications and be manipulated for various purposes. The following definitions apply to databases used for direct marketing purposes:
* Database Analysis
Interpreting information within the database in order to gain customer insight and improve marketing efficiency.
* Commercial Database Management
Professional management of large compiled databases for list segmentation and rental.
* Database Modelling
Using statistical techniques in order to predict future customer behaviour.
Delivery Sequence File (DSF)
See List Services
Demographics
Social and economic information about human populations including age, sex, income, education, type of residence, ownership of cars, etc.
Digital Colour Proofing
Direct Entry/Injection
Process of entering mail directly into another country’s mail stream. Mail that is sent direct injection goes directly to the designated country’s post office and receives a local indicia and return address.
Direct Mail
Using your domestic Postal Service to deliver your message. Can be used for consumer and for business-to-business offers.
Direct Selling Expenses
All of the marketing expenses, including labour, associated with producing, printing and mailing a catalogue.
Dot whack
A sticker, usually round, that’s affixed to a catalogue cover (or printed directly on the cover) that touts a special offer or message to customers.
E
Enhancement
See List Services
Euro
The single currency of 12 of the 15 European Union member states that make up the Economic and Monetary Union (EMU).
Exchange
When two mailers agree to share their lists via a trade rather than charging the regular fee.
F
Flash
Animation Technology used on the World Wide Web.
Free-Standing Insert (FSI)
A promotional piece that is loosely inserted into a newspaper or magazine.
Fulfilment
All activities involved in the processing and servicing of mail, FAX and telephone orders.
* Literature Fulfilment refers to the sorting and qualifying of leads, sending the appropriate information, and, if outsourced, forwarding leads to the marketer for follow-up.
* Subscription Fulfilment is a specialized service for periodical publishers. Services include: maintaining the subscriber list, generating invoices and renewals and recording payments.
* Product Fulfilment is the storage and shipping of samples and merchandise.
G
Geocoding
The process of appending latitude and longitude coordinates to a database record so it can be properly placed on a geographical map.
Gif
Abbreviation for Graphics Interchange Format, a graphics file format used on the World Wide Web.
GLB
Signed into law in 1999, the Gramm-Leach-Bliley Act regulates how financial institutions can disclose consumers’ personal information to non-affiliated third parties. GLB also requires financial institutions to provide privacy notices to consumers and customers.
H
HIPAA
Under the Health Insurance Portability and Accountability Act, healthcare entities must take specific steps to protect the privacy and personally identifiable information of their patients, including names and diagnoses. The Act is enforced by the U.S. Department of Health and Human Services’ Office of Civil Rights.
HTML
Abbreviation for Hyper Text Markup Language, which is a language used for creating documents on the World Wide Web.
Hard Bounce
An e-mail that has bounced back to the sender undelivered without having been accepted by the recipient’s mail.
Hotline Names
Most recent buyers on a list.
Housefile
Commonly referred to as a 'customer list', a housefile is a consolidated database containing each customer’s name, address and summarized order information.
Hyperlink
An element in an electronic document, when clicked on, links to another place in the same document, or to an entirely different document.
I
ISP
Abbreviation for Internet Service Provider, a company that provides access to the World Wide Web.
Image Manipulation
Imagesetter
Indicia
Imprinted designation on mail that denotes postage payment (e.g., permit imprint).
Ink Jet Printing
Superheated dots of ink are sprayed from an ink reservoir on the printhead to form full characters.
Interactive Voice Response
See Telemarketing Services
International Priority Airmail (IPA)
A volume, lower-cost First-Class Airmail service provided by your domestic Postal Service.
International Surface Airlift (ISAL)
A bulk service from your domestic Postal Service for printed matter and small packets. Mail sent by ISAL travels from the origin country to the destination country by air. It is then entered into the domestic postal stream of that country, from which it travels by surface to its final destination.
Internet
A global network connecting more than 100 countries and millions of computers.
J
JPeg
Abbreviation for Joint Photographic Experts Group, a compression technique used for colour images on the World Wide Web.
L
Labels
Paper printed with a name and address that is affixed to a mailing piece and serves as the mailing address vehicle. Different types of labels include: peel-off or pressure-sensitive labels, gummed labels and paper (or Cheshire) labels.
Laser Printing
Similar to a photocopy machine, the laser printer uses a laser beam, toner and fuser to "etch" the image onto a photoelectric drum.
Lettershop
A company that will assemble and insert the various printed elements of a direct mail piece, label, sort, tag and deliver the mailings to the post office for mailing.
List Broker
A list specialist hired by a mailer to make the necessary arrangements to use other companies' lists. Brokerage services usually include: research, list selections, recommendations and logistics so that the rented lists arrive at the proper time. The standard commission to a list broker is 20 percent.
List Cleaning
The process of updating a list in order to remove any undeliverable addresses. Other cleaning activities could include removing duplicates, bad debts, and names on the DMA Mail Preference Service, prison postcodes, etc.
List Maintenance
The ongoing process of keeping a mailing list up-to-date by adding, editing and deleting data.
List Manager
Whereas a list broker works for a mailer, the list manager works for the list owner. The primary function is to promote the list to mailers and list brokers for list rental. List managers can be either an internal employee of the list owner, or part of an outside list management company paid a commission by the list owner. Management services usually include: marketing of the list, coordinating and controlling rental activity and accounting. The standard commission for a list manager is 10 percent.
List Services
* Data Overlays
The matching of two or more lists that contain the same names or addresses but where one list adds additional data such as demographics or geographic data to the other.
* Delivery Sequence File
A computerized file of more than 125 million records containing all the addresses the U.S. Postal Service serves throughout the U.S. Each address record features ZIP+4, carrier route, delivery sequence, delivery type and seasonal delivery information that can help mailers maintain accurate and complete addresses on the lists they own and rent as well as code their mail for walk sequence discounts from the postal service. Similar products exist in most developed countries.
* Enhancement
Any additional information that can be appended to a list to increase its value to the mailer.
* Merge-Purge
The process of combining two or more lists into one while, at the same time, identifying and removing any duplicates.
* Mail Preference Service (DMA MPS)
The Direct Marketing Association (DMA) offers a service for individuals who want their names removed from mailings lists so they will stop receiving direct mail.
* National Change of Address (NCOA)
A service provided by the U.S. Postal Service, through licensed computer service bureaus, that enables mailers to make any necessary address corrections prior to their mailing being dropped. The mailer provides a magnetic tape that is run against the national change of address bank and then is returned to the mailer with all the corrections made.
* Net Names
The number of names remaining after a merge-purge eliminates all duplicates.
* Psychographics
The qualities or characteristics of individuals which indicate lifestyle, purchasing habits, attitudes and personal values.
* Seeding
False or "dummy" names are added to a mailing list as a way to check delivery and to uncover any unauthorized list usage.
M
Mail Monitoring
Mailers track their mail in order to verify content within the direct mail package and to determine the length of delivery time.
Media
Any form of communication that reaches the general public and carries advertising. Direct response media would include: space advertising, direct mail, TV, radio, take-ones, card decks, package inserts, cooperative efforts, on-line shopping services.
Merge-Purge
See List Services
N
Net Names
See List Services.
Network
Two or more computer systems that are linked together.
Nixies
Pieces of mail returned as "undeliverable as addressed".
O
Offset Printing
Using a metal or paper plate, ink is first transferred to an off-set drum and then passed to the paper.
Opt-In
E-mails that have been requested by the recipient.
Opt-Out
The option that allows the recipient to be removed from receiving future e-mails from the sender.
Outsourcing
Using an outside service rather than performing the work in-house.
P
P3P
Developed by the World Wide Web Consortium, the Platform for Privacy Preferences (P3P) is a software tool that turns e-marketers’ privacy policies into machine-readable formats. The tool is designed to help consumers better protect their online privacy.
PII
Abbreviation for Personally Identifiable Information.
Package Inserts
Any promotional offer included with the shipment of a customer's order. Offers may be from the same mailer shipping the product or other vendors who pay to be included.
Personalization
Using/printing personal information, such as a first or last name, in a direct mail campaign. See Variable Imaging
PLANET Code
A bar code that will allow mailers to track a mail piece, or an entire mail campaign, throughout the U.S.P.S. delivery system.
Poly Bag
An outside mailing envelope made of polyethylene instead of paper.
Pop-Unders
A window that appears under the browser window.
Pop-Ups
A window that pops-up over the browser window.
Postage-Paid Reply Service
A service allowing mailers to use a lettershop's postage-paid permit and have the business-reply mail sent there instead of opening their own account with their domestic postal provider.
Pre-Press Services
The various steps necessary, up to final printing, to transform original copy and art into the form required for printing. Services include:
* Colour Proofing
Proofs made from the separate plates in colour process work, showing the sequence of printing and the result after each additional colour has been applied.
* Digital Colour Proofing
An off-press colour proof produced from digital data without the need for
separation films.
* Image Manipulation
Custom alterations of digital images.
* Imagesetter
A typesetting system that can process both text and images.
* Scanner
A device that interprets the reflected light from a physical image and digitizes it so it can be stored on a computer. Using a scanner can eliminate the need for human contact with individual documents.
* Scanning: Desktop, High-End, Mid-Range
Electronic process used to make colour and tone-corrected separations of images.
* Thermal Dye Sublimation
Proof-making process where pigments are vaporized and float to desired
proofing stock.
Predictive Dialling
See Telemarketing Services
Premium
A free gift offered to a prospect to induce a greater response to the main product or service that is being sold. A premium need not bear any relationship to the product being offered.
Pre-sorted Mail
A form of mail preparation, required to bypass certain postal operations, in which the mailer groups pieces in a mailing by Postcode or by carrier route or carrier walk sequence (or other postal recommended separation).
Psychographics
See List Services
R
RFM (Recency, Frequency and Monetary value)
A methodology used by marketers to determine appropriate circulation strategies.
Remail
The process of preparing mail for deposit in the postal system of another country for delivery to its final destination. With A-B-C remail, mail travels as cargo from “Country A” to “Country B” where it enters the postal stream for delivery in “Country C.”
Response Booster
Any device, token, premium or sweepstakes that will help raise the response rate.
Response List
Any list of individuals who have responded to a mailing/offer.
S
Safe Harbour
An agreement negotiated by the U.S. Department of Commerce and the European Commission that enables a U.S. company to receive data from Europe by voluntarily submitting to regulation by a U.S. government office.
Scanning
Sectional Centre Facility (SCF)
A postal facility that serves as the processing and distribution centre (P&DC) for post offices in a designated geographic area as defined by the first three digits of the ZIP Codes of those offices. Some SCFs serve more than one 3-digit ZIP Code range.
Seeding
See List Services
Selective Binding
The process which allows an advertisement to be inserted into only certain select issues of a magazine, or allows selected pages to be inserted in a catalogue.
Service Bureaus
Sheet-Fed Press
An offset printer that prints on paper which is fed one sheet at a time. Used primarily for short runs or higher-quality printing.
Shopping Cart
Software that allows the user to hold merchandise selected for purchase until shopping is complete and the user is ready to check out.
Single-Piece Rate
The “undiscounted” or “full” postage rate available for individual pieces of Express Mail, First-Class Mail, Priority Mail, and Package Services.
Soft Bounce
An e-mail that has bounced back to the sender undelivered after it was already accepted by the recipient’s mail.
Sorting
The computerized process of reorganizing a list from one sequence to another. For example, a file can be sorted by last name, company name, postcode, high donors, multi-buyers, recent buyers, etc.
Source Codes
An identifier that goes with a particular house file segment or list. The code must be unique to the particular segment and/or list being coded, so marketing and circulation efforts can be measured.
Spam
Unsolicited e-mail advertising.
T
Take-Ones
Promotional literature found in racks, often at supermarkets.
Telemarketing Services
* Inbound
Any phone calls that come into a telemarketing call centre.
* Interactive Voice Response (IVR)
The various recorded or digitized text messages that can be accessed
electronically by using a telephone.
* Outbound
Any phone calls made out of a telemarketing call centre.
* Predictive Dialling
The automatic dialling by a computer of telephone numbers on a pre-selected list. The system can, with great accuracy, discern an answering machine from a human voice and will instantly connect a respondent to a TSR. If there is no answer or a busy signal, the computer will know to redial later.
* Telephone Service Representative (TSR)
Anyone who sells, or services customers over the phone either inbound or outbound.
* Telephone Preference Service (DMA TPS)
A service of the Direct Marketing Association for consumers who want to have their names removed from telemarketing lists.
Terminal Dues
The payments between countries to compensate for imbalance in sending/receiving international mail.
Test
An order that is placed for a small quantity of names to see how the list performs. If it performs well, a continuation order for more names is usually placed.
Thermal Dye Sublimation
Tokens
An action device; the purpose of which is to involve the prospect in the offer. It can be anything from a coin, peel-off stamp or a punch-out paper piece that is inserted into the order form.
U
Universe Count
The total count (number of names) on a list.
V
Variable Imaging
Personalization done on a digital press.
Voice Response Unit (VRU)
Hardware that is connected to the telephone through which Interactive Voice Response messages are generated.
W
Web Browser
The software used for searching the World Wide Web e.g. Internet Explorer and Firefox.
Web Bugs / Pests
Software that can be introduced into an e-mail and transmit a Web-log entry and associated cookie when the e-mail is opened. This enables tracking of the e-mail. Cookie-filtering software does not stop Web bugs from tracking the recipient’s online activity.
Web Press
A printing press that is fed by a large roll of paper instead of individual sheets.
World Wide Web
A system of Internet servers comprised of HTML documents and graphics that can link to one another. Not all Internet servers are part of the World Wide Web.