Glossary
The use of technical jargon in marketing and direct marketing is unstoppable.
The AZ Glossary gives you the answers from A to Z!
Address monitoring
Address monitoring checks predefined regions for new households, departures, and moves. This gives you the unique ability to always have access to the latest PrivateAddresses (consumer addresses) or CompanyAddresses (business addresses).
Address enrichment, data enrichment
Enrichment means that additional information is added to your customer database or address data.
Addressee
Recipient of a mailing
Address selection
Means choosing addresses based on certain selection criteria. They are determined by the definition of the target group.
AIDA
Is the best known formula for substantive and visual conception of advertising media. It stands for attention, interest, desire, and action and has particular significance for texts in advertising letters and brochures.
B2B, BtB, Business-to-Business
Advertising and sales measures from business to business
B2C, BtC, Business-to-Consumer
Advertising and sales measures from business to private persons
B-Post
B-Post refers to mailings in which the sender accepts a longer delivery time (2 or more days) – in order to get a lower price. (Source: IM Marketing Forum)
Break-Even Point
The break-even point (BEP) is the point of full cost coverage. As soon as this point is passed, the profit zone begins. In direct marketing, the break-even point (BEP) is normally calculated as a percentage of the overall number of advertisements.
Briefing
A briefing is a written or oral transfer of information to another person or entity (e.g. advertising agency), which is necessary in order to process a marketing activity.
Broker
A broker is a supplier of addresses (see list brokering).
Broker addresses
These are addresses supplied by a broker (see List brokering).
Bulk mailing
A bulk mailing is a mass mailing. It is the main mailing and follows a test mailing.
Buzz marketing
Buzz means talk, the subject of conversation, or enthusiasm. This marketing strategy does not leave customer recommendations to chance; instead it initiates word-of-mouth advertising in a planned manner. As a result, buzz marketing is particularly suitable for market penetration by new products. (Source: IM Marketing Forum)
Cheshire
This is a form of delivery for addresses, which is also called a list. The addresses printed as EDP lists are cut out and glued to cards, envelopes, or other advertising media.
Churn rate
The rate of customers lost within a defined time period in relation to the total customer base.
Click-to-call
Click-to-call enables users to call companies directly from online advertisements – as a normal telephone call or via the Internet. (Source: IM Marketing Forum)
Cluster analysis
Cluster analysis is a mathematical-statistical method used to find subsets with the same characteristics or behavior, e.g. consumer behavior.
Coding
In direct marketing, this means the marking of reply cards, coupons, etc. (sometimes in encrypted form) for success analysis.
Comparison
Comparison brings together various address files for a particular purpose, e.g. the elimination of multiple addresses -> Duplicates.
Coupon
The coupon is a response element used in print media.
CPI – cost per information
Parameter for the average cost of an information request by an interested party
CPO – cost per order
Parameter for the average cost of an order
CPR – cost per reply
Parameter for the average cost of a reply
CRM
Customer relationship management (CRM) is the systematic design and maintenance of the customer relationships of a company.
Cross-selling
Sales and marketing instrument to promote the purchase of other products
Customer advocacy
Customer advocacy means giving the customer comprehensive, honest, and complete information and finding the best solutions, even when they are not your own. This is designed to win the trust of customers, who will then remain true to the company over the long term. In addition, customer advocacy results in positive word-of-mouth advertising. (Source: IM Marketing Forum)
Customer database
A customer database is a customer file that includes additional information (order data, order amount, et cetera). This makes it possible to make specific selections for custom-tailored direct marketing measures.
Customer lifetime value
Long-term, value-oriented (commercial) view of the customer relationship
Customer loyalty
Customer loyalty refers to the process of getting customers to be true to a company. This is the goal of all direct sales companies.
Customer profile
Customer profiles contain structured data and information on the identity and on the information and buying behavior of a customer.
Customer profile analysis
Customer profile analysis analyzes data to get the most precise possible picture of a target group and the specific needs, behavior, et cetera, of this target group and to determine the remaining potential of this target group.
Database / database marketing
A database is a store of data on customers, et cetera, which contains specific criteria that can be selected in order to address specific recipients. The database contains not only addresses and personal information, such as age and sex, but also the latest orders or interests, as well as information on customer contacts. Database marketing encompasses all marketing measures carried out with a database. The available information makes it possible to address specific customers personally.
Data mining
Data mining is the analysis and utilization of data using methods and techniques that are capable of detecting previously unknown correlations, patterns, and trends from very large volumes of data.
Database / customer database
A database is a list of mailing addresses and other data on customers and interested parties, such as telephone, fax, and email addresses; data on informational and buying behavior, etc. This information is recorded in a uniform structure and can be called up at any time.
Deep link
A deep link is a link that points not to the home page but to certain lower-level pages of a web site. The benefit: The customer reaches a certain point directly (e.g. ordering) without having to go through the main navigation system. Deep links are used, for example, in affiliate marketing. (Source: IM Marketing Forum)
Dialog medium
A dialog medium is a bearer of an advertising message, such as a newspaper, mailing, et cetera, and is designed to initiate a dialog with the desired target person/group, including a reaction option for the recipient via coupons, reply cards, etc.
Direct marketing (dialog marketing)
Direct marketing means directly addressing customers and interested parties in order to build up a dialog over time and space. It is important that the recipient of the message have an incentive for interaction (reply cards, coupons, et cetera). The identification of the individual person via feedback (member numbers, any kind of response element) is also an important component.
Dummy
A dummy is an advance copy of an advertising medium without the real texts and images. It plays a decisive role in avoiding mistakes, is binding for the format, the folding, and the weight, and serves as a test copy for all mechanical work steps (e.g. in the lettershop).
Duplicate
Duplicates are addresses that appear more than once in a file. They cause unnecessary costs and can irritate the addressees.
Early Bird
An early bird offering is designed to motivate as many recipients as possible in a direct advertising promotion to react quickly. For instance, the incentive can be a gift, a contest, or a good price. The criterion can be given as either a specified time period or a particular number of replies. (Source: IM Marketing Forum)
Folder
A folder is a folded brochure, which (in contrast to a catalog) presents a few offerings in great detail, e.g. supported by statements from users and recommenders. To clarify the advantages of the product or service, as a rule, photos and illustrations are used. Sophisticated folding techniques promote attention.
Follow-up
Follow-up refers to specific contact with non-reactors following an advertising measure, e.g. by telephone.
Fulfillment
In direct marketing, fulfillment means the comprehensive processing of responses – meaning that the wishes of the customer are carried out correctly and satisfactorily.
Fundraising
Fundraising is the systematic collection of donations for an organization, a project, or an emergency measure – usually by means of a letter requesting help.
Gadget letter
Gadgets are eye catchers on mailings (e.g. glued-on coins), which generate awareness. However, gadget letters are associated with cost-intensive and time-consuming manual work. (Source: IM Marketing Forum)
Geomarketing
Geomarketing is the analysis of geographical units with regard to marketing-related and sales-related matters, e.g. customer potential or location suitability.
GIS – geographical information systems
Tool for geographical analysis and visualization of data. For example, geographical information is added to addresses; catchment areas are defined; or regional advertising media are selected. Often the information is presented in digital maps.
Giveaway
A giveaway is a gift or free service as an incentive to increase the response rate.
History data
The term history data refers to data on the information and buying behavior of a customer over a longer period of time.
Hybrid mail
In hybrid mail, the electronic documents are forwarded to a clearing house of the delivery service. After presorting, they are forwarded to the printing center closest to the respective recipients. Only then is the physical mailing produced and delivered. (Source: IM Marketing Forum)
Image
Image is the perception of certain subjects of opinion; e.g. the conception a target person has of a company.
Incentive
An incentive is an attractive, specific stimulus designed to motivate the target group to behave in the desired way.
Influencer
Influencers are persons whose recommendations have an effect on the buying decision of the target group.
Inserts
Inserts are items placed in or attached to other items.
iTV applications
Enhanced iTV: Additional program information, such as background reports, audio/video clips, voting, surveys, games, quizzes, view participation, feedback, chat, synchronized TV, betting, multistreaming, camera settings.
24/7 services: interactive services that can be called up at any time, such as EPG (electronic program guide), online and other contests, news, and information services.
T-commerce: teleshopping, such as instant shopping (DRTV), home shopping, ordering services (pizza, tickets, et cetera).
On-demand / time shift: access to films at certain time intervals different from the actual broadcast time: near video-on-demand, personal video recorder as a function of iTV. (Source: IM Marketing Forum)
IVR – interactive voice response
Computer input and output not via keyboard and monitor but via voice. Above all, call centers use this technology.
KISS
Keep it simple, stupid! This is a recommendation for text design. Keep it simple and easy to understand; avoid jargon!
Leads
Leads are basically the addresses of interested parties.
Lettershop
A lettershop provides the services of addressing, folding, packaging, affixing postage, sorting, selecting, and providing a mailing to the postal service ready for delivery.
List brokering
List brokering is the provision of address data on a company for rental by a third party. The list broker supports you in finding particular addresses, which correspond as much as possible to the profiles of your own best customers.
Long tail
Long tail means the development from mass market to many niche markets, a development that has been forced by the possibilities of the Internet. In the music market, for example, there is a comparatively small number of best sellers and a long tail of less popular publications. (Source: IM Marketing Forum)
Mail management
The service of mail management focuses on the production and processing of your direct marketing activity from laser printing, to lettershop, to fulfillment.
Mailing
A mailing is the sending of an addressed or unaddressed advertisement.
Neighborhood effect
A basic assumption in geomarketing says that people with similar life styles and social status as well as comparable buying behavior are concentrated geographically (upscale neighborhoods, workers settlements, row houses, et cetera). In this context one speaks of a neighborhood effect. (Source: IM Marketing Forum)
Nesting
As a rule, if more than six items have to be placed in enveloped mechanically at the lettershop, then nesting is required. For instance, content items, such as a reply card, have to be placed manually inside another content element, such as a product flyer. Then the nested parts can be placed into the envelopes mechanically with the other elements. (Source: IM Marketing Forum)
New media
The overall term new media stands for electronic media, such as Internet, email, SMS, etc.
Newsletter
A newsletter is a regularly appearing information medium with news on topics, products, persons, etc.
Nielsen areas
Geographic division of Germany into areas in which the consumption of certain products is studied. The results are condensed into the Nielsen index.
Nixie
Nixies are addresses not suitable for advertising because of undeliverability. The goal for users is to reduce the rate of undeliverable mailings and the risk of lost payments and thus make the best possible use of resources.
Non-controlled distribution
Non-controlled distribution refers to an unaddressed advertisement mailing.
One-to-one marketing
This means to address an individual person (business to consumer) or an individual company (business to business) specifically and personally.
Opt-In
Customers and interested parties agree to receive advertising or information by email, telephone, etc.
Opt-Out
Customers have the opportunity to refuse advertising or information.
Permission marketing
Permission marketing is based on the agreement of the target persons being addressed to receive only information that they really want to have. -> One-to-one marketing.
Personalization
Personalization means the inclusion of name, address, and other personal references in a document. Addressing someone personally is a decisive advantage of direct marketing.
Postclick tracking
Postclick tracking goes beyond the regular tracking and measures the actions of a recipient. The measurement refers to all actions after clicking on an email link, e.g. time spent at the site, requests for information, or purchases. (Source: IM Marketing Forum)
Post purchasers
Post purchasers are customers who regularly order by mail. Experience shows that persons of this group react particularly well to direct mailings.
Print media
Print media are printed media, such as newspapers and magazines.
Response
A response is a reply or reaction to an advertising activity, such as an inquiry, order, etc.
Response element
A response element provides the desired manner of reacting (coupon, reply card, telephone number, et cetera). Also called reply element.
Response management
Response management is the processing of the response, such as recording the reactor, processing the returns, and fulfillment.
Returns
Returns are mailings that cannot be delivered and are sent back to the sender.
Return guarantee
Thanks to the return guarantee, the address renter is compensated for undeliverable addresses. The amount of compensation varies depending on the address (consumer, business).
Robinson list
A Robinson list consists of addresses of persons who expressly request that they be sent no postal advertising.
Scoring
Scoring is an analytical method for creating customer profiles based on characteristics of the target persons and their behavior.
Selection criteria
Selection criteria are certain characteristics used for choosing addresses, e.g. geographic or demographic characteristics, etc.
Selective binding
Selective binding is the individual creation of bound printed matter from selected components. In this way both the contents and the advertisements can be attuned to specific target groups. (Source: IM Marketing Forum)
Sociodemographic characteristics
Sociodemographic characteristics are those that relate to persons and their life style, e.g. age, sex, residence, income, etc.
Target group
A target group is a group of people or companies that is defined via characteristics and addressed through an advertising activity.
Teaser
A teaser is an advertising element that grabs attention and arouses curiosity without, however, conveying a concrete message and without mentioning the actual product. The message and the name of the product then follow with the rest of the advertising medium.
USP
Unique selling proposition is the unique product benefit that distinguishes a product from its competition in the market. It should be impossible for the competition to catch up to the product benefit.
Up-selling
Measures designed to increase customer value.
Visits
Criterion for measuring the coverage of online media.