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Direct
Marketing
Terms
Back end The measurement of a buyer's performance after he has ordered the first item in a series offering. Sometimes used to refer to the activities necessary to complete a mail order transaction once an order has been received.
Bulk rate A quantity discount postal rate offered by Canada Post
Corporation. A complete schedule is available upon request. Compiled list names and addresses derived from directories, newspapers, public records, retail sales slips, trade show registrations, etc., to identify groups of people with something in common.
C.P.C. Cost per call.
C.P.O. Cost per order.
Database marketing The systematic collection and manipulation of data to achieve marketing goals. Databases can include: customers, prospects, dealers/distributors.
Direct response advertising Advertising, through any medium, designed to generate a response by any means (such as mail, telephone or fax) that is measurable.
F.S.A. Forward Sortation Area The alphanumeric three-digit prefix of Canadian postal codes. Used widely in list selection due to its precision and demographic indicators.
Front End Refers to the initial level of response from the target audience, especially where two-step selling is used.
House List A direct marketer's own list of customers, inquiries and hot prospects, past and current.
In-bound A telephone sales term relating to a program reliant on buyers "phoning in" as a result of other media, e.g. mail, space, TV or radio.
Infomercial Long form of DRTV, usually 30 minutes, but can be 60 minutes with broadcaster permission. Sometimes referred to as edumercials. Asks viewers to respond, usually by placing an order for product, service or information.
List broker A specialist who makes all necessary arrangements for one company to use the list(s) of another company. A broker's services may include most, or all, of the following: research, selection, recommendation and subsequent evaluation.
List managers Data-processing firms and related businesses which house list maintenance facilities capable of adding, deleting, outputting and analyzing lists and responses.
Long Form DRTV See Infomercial.
Merge-purge Term used in the combining of two or more lists, dropping out duplicate names.
N.D.G. National Distribution Guide The instruction manual released by Canada Post Corporation outlining rules and schema for using the postal service for commercial mailings. "N.D.G." is an acronym for a mailing list properly sorted to obtain bulk postage rates.
Out-bound Telephone sales originated by the selling party calling the buyer (popularly known as "telemarketing").
R.F.M. Recency, frequency, monetary value. The three factors reviewed in evaluating a past buyer's profile.
Renewals Orders from existing customers usually deemed significantly more profitable than orders from new customers due to acquisition and set-up costs.
Response List A listing of individuals who have responded by phone, mail or in person to a DM offer.
Self Mailer A common mail package built from one piece of paper stock which does not require an envelope but does provide a response device within its folds.
Short Form DRTV 60 or 120 second television commercials that include a request for the viewer to place an order for product, service or information.
S.I.C. Standard Industrial Classification Code A three- and four-digit code used to classify businesses by vocation.
Telemarketing Selling by telephone, normally where the seller cold calls prospects from prepared lists or at random.
W.A.T.S. Line Wide Area Telephone Services. Discounted long distance lines offered by the phone companies to bulk users.
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