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Published by:

American Writers & Artists Inc.

245 NE 4th Avenue, Suite 102
Delray Beach, FL 33483
Phone: 561-278-5557
Fax: 561-278-5929
Website: www.awaionline.com

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Table of Contents

The Accelerated Program for

Six-Figure Copywriting

Glossary of Terms

General Direct Marketing Terms ........................................................Page 1

Printing Terms ..................................................................................................Page 7

Mailing Terms ................................................................................................Page 13

List Rental Terms ........................................................................................Page 17

Definition Resources................................................................................Page 25
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General Direct
Marketing Terms

Acquisition
A way of soliciting a response to obtain names and addresses for a
mailing list.

Backend
Upselling a direct-marketing campaign respondent (i.e., converting a
prospect to a buyer or converting a buyer to a repeat buyer).

Benefits
Advantages that a product or service can offer to the buyer.

Bind-In
A promotion bound within a catalog or magazine such as a postcard
subscription offer.

Break Even
The point in a business project when income equals expenses.

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Bounce Back
An offer enclosed with a mailing sent to fulfill a customer order.

Continuity Program
Products or services bought as a series, instead of all at one time.
Usually these products and services have a common theme and are
shipped at regular intervals.

Card Deck
A mailing that consists of a series of postcards, each promoting a
different offer for a product or service.

Control
The most effective direct mail package used to test the effectiveness
of a new promotion. If the new promotion produces better results, it
becomes the new control.

Cross-sell
The practice of suggesting related products or services to a customer
who is considering buying something, such as offering a dog leash to
a person buying a dog collar.

DM – Direct Marketing or Direct Mail

Any promotional advertising that travels through the post, or is
delivered to mail boxes by other distributors.

Direct Response
Advertising methods that solicit an immediate action from the
audience.

DMP – Direct Marketing Promotion

Any promotional advertising campaign that travels through the post, or
is delivered to mail boxes by other distributors.

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Evergreen Issue
A topic that people are always concerned about, rather than short-
term interest that goes out of date.

FSI – Free Standing Insert

An unattached promotion found in a newspaper or magazine.

Front-end
Activities performed to produce responses to a direct-marketing
program and the measurement of those activities.

Fulfillment
1) Process of supplying goods after an order has been received.
2) Process of reacting to a customer’s request, covering everything
that has to happen from the time the customer places an order until
they are completely satisfied.

Gauntlet
A review process using a series of qualifying steps a marketing idea
must pass before it gets approval to run.

Insert
A marketing program where promotional materials are inserted into a
package, envelope, magazine, catalog, or other medium.

JV – Joint Venture
A business project undertaken by two or more persons or companies
usually of a limited duration or for a specific accomplishment.

Lead Generation
Sending mail to generate leads for further sales contacts rather than
trying to get immediate sales.

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Lifetime Value
In direct mail and marketing, the total profit or loss estimated or
realized from a customer over the active life of the customer’s record.

Margin
The gross profit on sales derived by subtracting the cost of goods
sold from gross revenue.

Nixie
An undeliverable misaddressed or illegibly addressed piece of mail
returned to sender.

Premium
A free item offered to a potential buyer to make them use a service,
buy a product, or sign up for a subscription.

Promise
A claim that the product or service will do something specific for the
potential customer.

Promotion Cost
The amount of money a direct marketer spends to reach a prospect or
prospects through advertising.

Prospect
A potential buyer for a product or service who has yet to make a
purchase.

PS – Post Script
The very end of a sales letter that normally restates the promise or
provides an additional piece of information.

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RAL – Ride Along Program
A mailing to existing customers offering them additional products or
services from other companies.

Reactivation
A promotion focused on getting former customers to purchase again.

Renewal
A promotion focused on getting former customers to re-subscribe to a
service for set time period.

Response Rate
Amount of responses received as a percentage of total promotions
mailed.

Rollout
To continue with a full mailing or launch after testing a small portion.
Can pertain to a mailing list or a package.

Solo Mailing
A mailing which promotes only one product.

Teaser
1) An advertisement or promotion planned to excite curiosity about a
later advertisement or promotion.
2) A tagline on a carrier envelope, used to excite curiosity about
what’s inside the envelope.

Till Forbid
An order by a customer that is to continue until the customer advises
you to stop.

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Upsell
An effort to sell a customer a higher-priced version of the product or
service than they originally intended to buy.

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Printing
Terms

6x9 Envelope
6” x 9” size envelope

#6-3/4 Envelope
3 5/8” x 6 1/2” size envelope

#9 Envelope
3 7/8” x 8 7/8” size envelope

#10 Envelope
4 1/8” x 9 1/2” size envelope, most common size for direct mail
packages.

Bang-tail
An envelope with an extra flap which people can tear off to use as
the response device.

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Bleed
A graphic design element such as a line, text, or picture that extends
beyond the normal margins of the page to the page’s physical or
trimmed edge. Bleeds can be an extremely powerful design tool but
increase printing costs.

Blueline Proof
A blue photographic proof used to check position of all
image elements.

Bookalog
A book style format containing all the components of the direct
mail piece.

BRC – Business Reply Card

A postcard prepaid by, and preaddressed to the mailer. Mailers pay
an annual fee for a business reply permit.

BRE – Business Reply Envelope

An envelope prepaid by, and preaddressed to the mailer. Mailers pay
an annual fee for a business reply permit.

C-Fold
Folding a page into three sections in the shape of a C so the two
ends overlap.

Carrier
The outer envelope of a direct mail package.

Cover Wrap
A thick paper protective outer covering stitched to the outside
of a magazine.

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CRE – Courtesy Return Envelope
Or unstamped addressed reply envelopes. These are
different from business reply envelopes, which carry a postage
payment guarantee.

Diecut
To cut irregular shapes in paper or paperboard using a die.

Digest
A magazine size, smaller than a conventional size magazine but larger
than a standard paperback book, approximately 5 1/2 x 8 1/4 inches,
but can also be 5 3/8 x 8 3/8 inches and 5 1/2 x 7 1/2 inches.

DPI – Dots per inch

The number of dots that fit horizontally and vertically into a one-inch
measure. Generally, the more dots per inch, the more detail is
captured, and the sharper the resulting image.

Fuji or Epson Proof

A computer-generated digital proof from a Fuji or Epson printer, as
compared to a press proof printed using ink.

Landscape
An art design in which the width is greater than the height.

Inline
1) A graphic element included on the same line as text.
2) Paper still on the printing press.

Lift Letter
Also called a Lift Note. An extra component of the mailing piece in
which a specific point of the offer is reinforced.

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Lift Note
Also called a Lift Letter. An extra component of the mailing piece in
which a specific point of the offer is reinforced.

Magalog
A magazine style format containing all the components of the direct
mail piece.

Matte Finish
Dull paper finish without gloss.

OE – Outer Envelope
Of a direct mail package. Also called a Carrier.

PMS/Pantone – Pantone Color Matching System

The most widely used system for specifying and blending match
colors. It provides designers with swatches for specific colors, and
gives printers the recipes for making the colors.

Portrait
An art design in which the height is greater than the width.

Registration
Using cross-hair lines or marks on film, plates, and paper to position
print in the proper position in relation to the edge of the sheet and to
other printing on the same sheet.

Resolution
Sharpness of an image on film, paper, computer screen, disc, tape or
other medium, usually measured in dots per inch (DPI).

RFQ – Request For Quote

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Saddle-Stitch
Binding a booklet or magazine with staples in the seam where it folds.

Screen
Piece of film or glass containing a grid of lines that breaks light into
dots used to create printable photographs and graphics.

Self-Mailer
A self-contained mailing piece designed to form an envelope when
folded, thereby not requiring a separate outer envelope.

Sheet-Fed Forms
Using a standard cut form in computer printing as opposed to
continuous forms.

Sidebar
A short text element, normally three to six paragraphs long, next to a
longer text article. Sidebars provide visual interest without interrupt the
flow of the main article.

Signature
A sheet with multiple printed pages folded to become a part of a book
or publication.

Slim Jim
Catalog size measuring 6 1/8” x 3 1/2", the largest size qualifying for
letter-rate postage.

SLW – Standard Left Window

A clear window on the left side of the envelope front.

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SRW – Standard Right Window
A clear window on the right side of the envelope front.

Stock Art/Photographs
Art/photographs sold to advertisers to be used in their promotions.

Trapping
The ability to print one ink over the other. Trapping is also used to
describe the very slight overlapping of adjacent colors or images to
prevent a gap in printing between two items that touch.

Z-Fold
Folding a page into three sections in the shape of a Z so the two ends
do not overlap.

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Mailing
Terms

3602
Mailing receipt provided by the postal facility.

ANK
Addressee Not Known.

BMC – Bulk Mail Center

Copalletization
Two or more publications delivered to the post office for mailing
on the same pallet. Special postal regulations apply in order to get a
copalletization discount.

FOE – Forwarding Order Expired

The order to forward mail to a new address expired.

Hand Insert
Insert promotional material by hand into mailing pieces.

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Indicia
Markings on bulk mailings used as a substitute for stamps or
cancellations designating the type of mailing.

Inkjet
A type of printing that jets ink onto paper to produce text and
graphics. Inkjet printing is a cheaper alternative to laser printing.

Inserter
Machine that attaches labels, addresses envelopes, inserts
printed pieces into any style envelope, as well as sticking postage
on mail pieces.

Laser
A type of electrophotographic printing using a laser beam to scan the
surface of the drum creating a latent image that attracts toner, then
transfers the toner image to paper.

Lettershop
Also called a Mailhouse. A company that performs the
mechanical details involved with mailing including addressing,
imprinting, collating, etc.

Mailhouse
Also called a Lettershop. A company that performs the
mechanical details involved with mailing including addressing,
imprinting, collating, etc.

Match
To make the typing of addresses, salutations, or inserts into letters
agree with other imprinted copy.

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NDAA – Not Deliverable As Addressed

Package Insert
Any promotional piece included in a mailed offer.

Package Test
A test of one or more elements of a mailing piece against another.

Personalization
Giving a direct-mail piece personal information intended for the
specific respondent.

Polybag
Polyethylene bag, heat sealed or open at one end, used to deliver one
or more mailing pieces to an address.

Postal Specs – Postal Specifications

Rules that mailings must comply with, including size, weight, and
addressing. Bulk mail also has rules for sorting mail by addresses.

RTS – Return To Sender

Tabs
Sealing discs use to keep pages closed on booklets, folded papers,
or brochures during mailing.

UTF – Unable To Forward

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List Rental
Terms

Addressing
Delivery format options that are available when buying a mailing list.
Typical addressing options include printed labels, magnetic tape,
email, and file download from a website.

Back Test
Retesting an uncertain list that did not produce excellent results, but
might have potential.

Base Rate
Starting price to order names and addresses from a mailing list. If the
base rate for a mailing list is $100/M, then the cost to order 3,000
names would be $300.

Cheshire Labels
Mailing labels printed on a page and cut by a Cheshire machine into
individual labels.

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Compiled List
Any list of names and addresses that can be compiled from a
variety of different sources including newspapers, directories, public
records and retail sales slips, which identify groups of people with
common traits.

Computer Service Bureau

A facility either internal or external to a company, which provides
specific or general data processing services, such as merge/purge.

CPM – Cost Per Thousand

Used to define the cost per 1,000 mailing list names purchased, sold,
or mailed; M is the Roman numeral for 1,000.

Decoy
Also called a Seed. A name inserted deliberately into a list to verify
how the list is being used.

DMA Pander
A database compiled by the Direct Marketing Association of
consumers who have requested not to be solicited by mail.

Dupe Elimination
Also called Merge/Purge. To merge one file with another and purge
out the duplicates, so that no matter how many times a name and
address is on a list, or how many lists contain that name and address,
it will be mailed only once.

Exchange
An agreement between mailers to trade an equal quantity of mailing
list names. This may involve a direct swap, a list for space, or a list for
something that is equal in value.

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File Maintenance
Also called List Maintenance. Changing, adding or deleting data in
a file to keep it up-to-date.

Finder File
A copy of the mail file containing a unique identifier number or code.
By data entering the unique identifier, the customer’s name and
address can be accessed. The code is printed on the order form and
used to track the customer’s order transactions.

Hotline
A segment of a mailing list that represents people who have
recent transactions with the list owner. These are usually people more
willing to buy.

House File
A mailing list made up by a company based on current or former
customers or inquires for the company’s product or service.

Input File
The data file of initial information.

Inquiry
Someone who has asked for literature or other information about a
product or service. Unless otherwise stated, it is assumed no payment
is required for the information. (A catalog request is generally
considered to be a specific type of inquiry.)

Installment Buyer
A person who has ordered goods or services, but pays for them in
periodic installments.

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Inter-List Duplicate
Duplication of name and address records between two or more lists.

Intra-List Duplicate
Duplication of name and address records within one list.

Key Code
Also called a Subcampaign Code. Group of letters and/or
numbers used to measure the specific effectiveness of media, lists,
advertisements, offers, etc.

List
Mailing list of names and addresses of companies and individuals with
a common interest, activity or characteristic.

List Broker
A specialist who makes all the arrangements for one company to make
use of another company’s list. A broker’s services can include
research, selection, recommendations and subsequent evaluation.

List Manager
A person who oversees the use of a list(s) by others. The list manager,
if not also the list owner, serves the owner by promoting and
marketing a list, record keeping and list cleaning, along with the
collection of list usage fees.

List Maintenance
Also called File Maintenance. Changing, adding or deleting data in
a file to keep it up-to-date.

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List Owner
A person or company who has built a list by compiling names that
have something in common, or who has purchased a list from
someone else.

List Rental
The arrangement between the list owner and mailer where the owner
gives the mailer a set of names for a one-time use for which the list
owner is paid a fee by the mailer.

List Select
Processes of segregating smaller groups within a list, such as by
recency or source.

Mail-Order Buyer
Someone who orders and pays for a product through the mail.

Masterfile
A file that is of a permanent nature, or one that contains sub-files.

Merge/Purge
To merge one file with another and purge out the duplicates, so
that no matter how many times a name and address is on a list, or
how many lists contain that name and address, it will be mailed only
once. Merge/Purge can also be called De-Duplication or
Dupe Elimination.

Multibuyer
The same names found on multiple lists.

NCOA – National Change Of Address

The US Postal Service’s system which consolidates and standardizes
all address changes in the US.

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Net Reuse
The amount of usable records that can be used again, eliminating
duplicate or inaccurate records.

NNA – Net Name Arrangement

An agreement where the list owner agrees to accept adjusted
payment for less than the total names shipped to the list user; usually
to pay for total names mailed after duplicates are eliminated.

Nth Select
A random selection of a quantity of names on a list.

Omit
Name and address records you do not want to use from the list.

One-Time Use
Normally a list is rented for a one-time use only, whereby it is
understood that the mailer will not use the names more than once
without the prior agreement of the list owner.

Output
Provide output format and file type information for Duplicates File and
Net Merge/Purge File.

Recency
The latest recorded information about a company or customer on a
customer list, in relation to purchasing or other recorded activity.

Reciprocal
Allowing sharing, updating, or backing up data from two or more
computers, so the data records are the same on both computers.

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Record
A single name and address in the database.

Retention
The length of time a customer remains on a list. The longer the
retention time, the more addresses become out of date and incorrect.

Running Charge
The price a list owner charges for names run or passed, but not used
by a specific mailer.

Sample Mail Piece

A sample of the proposed package to be delivered to the mailing list.
As part of the approval process, the list owner is often provided with
the sample when deciding if the mailer can rent their mailing list.

Seed
Also called a Decoy. Name inserted deliberately into a list to verify
how the list is being used.

Source
Original source of names and addresses for a mailing list, such as
direct-mail, Internet, TV, or space ad.

Split Test
Representative samples from the same list, used for package tests, or
to test homogeneity of the list.

Subcampaign Code
Also called a Key Code. Group of letters and/or numbers used to
measure the specific effectiveness of media, lists, advertisements,
offers, etc.

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Subscriber
Person who has paid to receive a periodical.

Suppress List
Records you wish to exclude from the output.

Unit of Sale
Average amount spent by a customer on a mailing list.

Usage
Terms for using a mailing list, such as one-time use.

Universe
Total number of those who might be able to be included in a
mailing list; all of whom fit a single set of specifications.

Update
To add the most current information to a mailing list.

Variable Information
Data that relates specifically to each individual person in
database records.

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Definition
Resources

http://www.thedatabasecenter.com/dmar/#nowhere

http://www.nextmark.com/glossary/index.jsp

http://www.printusa.com/glos.htm

http://www.printindustry.com/glossary.htm

http://www.g2catalogdesign.com/article_glossary_printing.php

http://en.wikipedia.org/

http://www.google.com/

AWAI Graphic Design Success – Glossary

Definition Resources 25
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Published by:
American Writers & Artists Inc.
245 NE 4th Avenue, Suite 102
Delray Beach, FL 33483
Phone: 561-278-5557 Fax: 561-278-5929
Website: www.awaionline.com