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's
A-B SPLIT: A random sampling technique widely used for direct-mail promotional tests. It divides a list of names into two equal groups on an every-other-name basis. One group of names is then used as the control group, and the other is the test panel.
ACTION DEVICE: The portion of a direct-mail piece designed to promote reader involvement by having the reader perform a physical action, such as pasting on a stamp, placing a token in a slot, etc. This marketing technique is widely used because it is believed that involvement on the part of the reader leads to a higher response rate.
ADD-ON-SERVICE: A part of the Direct Marketing Association’s Mail Preference Service that allows consumers to have their names added to mailing lists. The Name Removal Service does the opposite.
ADDRESS CORRECTION REQUESTED (ACR): An endorsement which, when printed below the return address on a mailing piece, authorized the USPS, for a fee, to provide the new address (when known) of a person no longer at the address of the mailing piece. Also, undeliverable and unforwardable mail is returned to the sender, for an additional fee.
ADDRESSING: A direct mail piece can include hand addressing, typing, ink jet or laser printing, labeling via hand or machine, and heat transfer methods.
AFFIXING: Attachment of at least one separate piece to another with an adhesive.
AIDA: Attention, Interest, Desire, and Action- the standard formula for the steps direct-mail copy should take the prospect through in order to induce response.
ALTERATIONS: Changes (AA’s) made by a customer or author to a typeset manuscript. These are not due to typographer’s error, and thus are changeable to the customer.
ANTIQUE FINISH: A very rough paper finish obtained by operating the paper making machine at reduced pressure in the calendar stacks. Looks and feels similar to handmade paper. Not a good choice for halftone reproduction, since the rough surface of the sheet has a tendency to break up halftone dots and make the image appear distorted.
AREA SAMPLING: A technique designed to determine the feasibility of a campaign by dividing a specific geographic area into a number of smaller areas and then, by random selection, targeting the specific areas or recipients.
ART: The general term for illustrations and photographs used in promotional literature; also that from which printing plates are made.
ASCII: An acronym for American Standard Code for Information Interchange. Pronounced “askey,” a standard code adopted to facilitate the interchange of data among various types of data processing and data communications equipment.
AUDIENCE: The total number of people who may receive or be exposed to an advertising message.
AUDIENCE COMPOSITION: The profile of an audience (i.e., characteristics such as age, sex, income, locale, etc.) See also demographics.
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B's
BACK END: As opposed to front end, back end activities are those that take place after an initial order is received. This term may also indicate the person’s buying activities with the firm after this initial order.
BANGTAIL ENVELOPE: An envelope that serves as a promotional purpose via an extra flap that holds product information and/ or an order form. Often used in credit card statements, premium notices, and the like. It is also referred to as a wallet flap envelope.
BASTARD: A nonstandard size or type of promotional piece that requires special handling and may well cost more that a more usual size or folding configuration.
BINDERY: The facility that binds together books, magazine, or pamphlets. “Binding” means wiring with staples; sewing or plasticizing depending on thickness and appearance desired.
BIND-IN: A promotional piece that includes a business reply card or order form. Typically on post card stock, (usually with a caliper of .007”), this piece is bound into a magazine with the response portion perforated for easy removal.
BINGO CARD: A tear out business reply device that in inserted into a magazine. The reader simply circles the appropriate numbers on the card to request promotional literature or sales follow up from advertisers in the publication. Also called a reader service card.
BLACK AND WHITE: Another term for one-color printing, where black ink on white paper is utilized.
BLEED: Then the printing on a piece goes all the way to the edge of the paper. This is accomplished by printing beyond the margins of the piece, then trimming to the margin.
BLIND HEADLINE: A heading that makes little or no sense to the reader unless the copy that follows is read. Because of this vagueness, blind headlines are used only in special circumstances.
BLOW-IN: A promotional piece inserted between the pages of a magazine and held n place by the pressure of the pages. Because this piece is not bound in the book, it gets the reader’s immediate attention by falling out as soon as the publication is opened.
BLUELINE: A print made from stripped-up negatives on special light sensitive paper, used as a proof to check position of image elements.
BOLDFACE: A heavy-face type.
BOUNCE BACK: An offer to a customer that comes to him/her along with the fulfillment of his/her order. Also a name for an offer to an “affinity” buyer, i.e., you would “bounce back” an offer on a second set of western history books to the buyers of a first set on that topic.
BRC: Abbreviation for Business Reply Card.
BRE: Abbreviation for Business Reply Envelope.
BRISTOLS: Solid or laminated heavyweight printing papers made to thickness of .006” or higher. Often used for posters, folders, business and social announcements, etc., requiring repeated handling.
BROADSIDE: A brochure that folds out to a flat size in the range of 11” x 17” or larger. The “broadside” format lends itself to a dramatic product presentation whereby all elements of the offer may be presented on a single reading surface.
BROCHURE: Also called circular or pamphlet flyer. The general term for a descriptive piece of literature used for promotional purposes.
BULK MAIL: Third class mail comprised of a large quantity of identical pieces, sorted and batched by zip code before they reach the post office. They may also be carrier route coded if the quantity and saving warrant. User must obtain a permit from the post office to use bulk mail privileges.
BURSTER: Bursts the perforation apart so as to allow for finishing operation such as slitting and folding. The Burster can slit the web in half to deliver two-up forms as well as trim off the pin feeds.
BURSTING: Process of mechanically separating continuous forms at the perforation. Pinfeeds are often removed during this bursting process.
BUSINESS REPLY MAIL: A card or envelope with the indicia of the company receiving the order or inquiry- allows inquirer or buyer to mail the card or envelope back postage free. User must obtain a permit from the post office to use business reply.
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C's
C1S: Paper coated on one side.
C2S: Paper coated on both sides.
CARD PACK: A set of postage paid business reply cards produced by advertisers who, because they share a common target market, participate in a cooperative effort to share the costs of mailing pieces to potential buyers. The response rate for this type of advertising is usually less than 1 %.
CARRIER ENVELOPE (also OME and OSE): The Outer Mailing Envelope or carrier in which the mailing is sent.
CARRIER ROUTE PRE-SORT: Sorting mail into nine-digit zip code sequence so that it is ready to be distributed to individual U.S. Postal Service carriers. Saves additional postage over five-digit code sequencing.
CASS: (CODING ACCURACY SUPPORT SYSTEM): A process designed to improve the accuracy of zip + 4, 5 digit zip codes, and carrier route codes which appear on mail pieces.
CAST COATED: Coated paper with a surface similar to that of a glossy photograph.
CATALOG: A book or booklet whose purpose is to show merchandise and descriptions, and offer said merchandise for sale via order form, and/or telephone, and/or retail outlets.
CENSUS TRACT: A geographical area established by local committees and approved by the U.S. Census Bureau which contains a population segment with relatively uniform economic and social characteristics.
CENTER SPREAD: The exact middle spread of a bound catalog, magazine, or book.
CHESIRE LABELS: Mailing labels prepared for use with automatic labeling machines. The machine affixes the labels individually to the mailing envelope, letter, or order form.
CHOP-AND-NEST: A technique for manufacturing two or more components of a direct mail package by folding and cutting a single sheet of paper.
CHROMA: The character of strength or intensity in color. Tow other dimensions are required in color measurement: hue, the quality that distinguishes one color from another; and value, or depth, the degree of lightness or darkness.
CIRCULAR: An inexpensive form of direct advertising that consists of small sheets of paper printed on both sides. They are often delivered by mail or by hand, or frequently distributed as inserts with letters, statements, or catalogs. Also called leaflets.
CLOSING DATE: The final date by which advertising must be delivered to a medium if it is to appear in a specific issue or program.
COATED PAPER: Paper to which a coating of clay or other material has been applied, causing ink to rest on the surface of the paper. Printed images appear more brilliant on coated paper.
COATED DULL PAPER: Emboss-finish coated paper that has also gone through a supercalendering process; exhibits low gloss and high ink hold out. Used for jobs that require high quality color reproduction with minimal paper gloss.
COATED GLOSS PAPER: Coated paper that has been supercalendered to enhance surface gloss and ink holdout. Provides excellent reproductions of halftoned colors.
COATED MATTE PAPER: Paper that is prime coated in the size press of the paper machine, but not supercalendered. Lithographic reproduction is superior to that of uncoated papers, yet paper is glare free and handles like uncoated paper on the press.
CODE: Also known as key code or source code. This is a number, series of letters, or other identifying device used to determine the source of an order or inquiry. It may appear on an order form or label, or within the return address or coupon on a space ad.
COLD COLOR: The family of colors with a bluish tint. These colors are believed to promote a calmer feeling than warm colors, such as reds and oranges. Cold colors are especially useful for promotions to banks, hospitals, insurance companies, and other similar organizations, institutions, or companies.
COLD LIST: A list which a mailer rents to test a proposal, as opposed to his/her own house list. Also called an outside list.
COLLATERAL MATERIALS: Printed materials such as instruction manuals, certificates of authenticity, warranty information, etc., used to support a sale or prospective sale.
COLOR SEPARATION: The translation of an original photograph or other artwork into separate plates for four-color printing.
CO-MINGLED LIST: Promotional mail from two or more customers that is sorted, bundled, and / or stacked together in accordance with USPS regulations prior to entering the postal system.
COMPILED LIST: A group of names gathered from directories, public records, registrations, etc. A compiled list does not promise any sort of past buying activity.
COMP OR COMPLIMENTARY LIST: A lost of advertisers or potential advertisers who receive a publication for free.
COMPREHENSIVE LAYOUT: Also called a “comp,” this is a layout for a prospective printing piece that is complete enough to order finished illustrations and photography and to set type by.
COMPUTER LETTER: A letter generated by a computer for the purpose of personalization in areas such as address, previous buying record, name, etc.
COMPUTER PERSONALIZATION: Printing of letters or other promotional pieces by a computer using names, addresses, special phrases, or other information based on data appearing in one or more computer records. The objective is to make use of the information ion the computer record to tailor the promotional message to a specific individual.
COMPUTER RECORD: All of the information pertaining to an individual, company, or transaction.
CONSUMER LIST: A list of names (usually at home address) of people who have purchased merchandise, subscriptions, service, etc., from mail space or radio/TV solicitations.
CONTINUITY PROGRAM: A promotion that has multiple parts- for example, a series of books, records, collector plates, or recipe cards shipped on a monthly, semi-monthly or quarterly basis. The items are unified by a common theme and often by a common price per shipment.
CONTROL: The package or a that has been proven to perform at a certain level. It is issued as a “benchmark” for future testing.
COVER PAPERS: Papers used for catalog, brochure, or booklet covers, or as a vehicle for such items as menus, folders, and posters. Used when substantial bulk is required for printed material. Special characteristics include dimensional stabilitiy, uniform printing surface, good folding qualities, and durability. Well-suited for scoring, die cutting, embossing, and stamping. Standard basis weights for cover paper are based on the weight of 500 sheets in the basic 20”X26” size. Standard cover weights are 50, 65, 80, 100 and 130lb.
CO-OP MAILING: Two or more (usually non-competitive) offers combined in one envelope and sent to prospects to cut down the individual costs of mailing, postage, etc.
COPY PLATFORM: The plan used by the copy writer to write advertising copy. The copy platform typically outlines the basic theme of the campaign by describing the fundamental elements, any visual symbols to be used, and the profile on the target audience.
COPYRIGHT: An exclusive right granted by law to authors and artists, or the owners of their work.
COPY TESTING: A method of measuring the effectiveness of an advertising campaign, a specific advertisement, or elements of an advertisement. There are a variety of ways effectiveness can be measured: hidden offers are written inconspicuously into the text of an advertisement and require a response by the reader; split runs print two versions of the same advertisement in the same press run of a given publication and track the response of each; and area testing is a small campaign held in a locale that is representative of the total market.
CORNER CARD: The imprint of the sender; return address on an outer envelope or catalog, which may include the logo and or slogan of the firm.
COST PER INQUIRY (CPI): Total cost of mailing or ad divided by the number of inquiries received.
COST PER ORDER (CPO): Total cost of mailing or ad divided by the number of orders received.
COST PER THOUSAND (CPM): Total cost of mailing or ad divided by the number of thousands of mailed.
COUNTER CARD: A point-of-purchase advertisement with an easel on the back, permitting it to stand on a counter. It is usually manufactured from heavy weight card stock.
COUPON: The return portion of an ad, which may involve a purchase or a request for more information.
CYAN: One of the four process colors; also known as process blue.
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D's
DANDY ROLL: A hollow wire-covered roll that rides on the paper machine wire and compacts the newly-formed web to improve its formation and impart a watermark or special finish to the paper.
DATABASE: A number of lists containing different data elements with common interest merged into one master file eliminating duplicates. This common pool of data records serve as a single file for many data processing applications.
DEBOSSING: Same as embossing, but a recessed image is produced.
DECKLE EDGE: The untrimmed, feather edge created at the outer edge of a moving web of paper during manufacture.
DECK MAILING: A group of postcards which contain promotional information and business reply capabilities, sent to a group of people with certain characteristics, i.e., physicians, marketing executives, etc.
DECOY NAME: A tip off name inserted in a mailing list. Also known as a seed name, or salting the list. This assures the mailer that he/she will know when his/her name is being used and how.
DIE CUTTING: Process of cutting special shapes from printed sheets by pressure and with thin steel blades so that part of the sheet is excised. Used to achieve visual and functional special effects in printed material. Usually done on a relatively strong, heavy, paper stock, though, die cutting is sometimes done on lighter weight papers.
DIE STAMPING: Process by which letterheads or other products are printed from lettering or other designs engraved into copper or steel.
DIRECT MARKETING: Selling or obtaining leads by means of a specific message to a specific prospective buyer or inquirer.
DIRECT MAIL: The use of the postal service to send a common message to persons selected by a list, zip code, or other means. Also,direct response.
DMA MAIL PREFERENCE SERVICE (MPS): A service provided by the Direct Marketing Association that enables individuals to have their names and addresses removed from mailing lists. These names are made available to members and non-members of the association.
DOT GAIN OR SPREAD: Phenomenon of dots printing larger on paper than they are on negatives or plates.
DOWNSCALE: As opposed to upscale- a market that is relatively low in income and discretionary buying power; a market that is not inclined to respond to luxury offers.
DROPOUT HALFTONE: A halftone in which the find screen for the white areas has been removed for greater contrast. It is also called highlight halftone.
DUMMY: Any “mock-up” of a printed piece used to test its appearance, weight, reliability, etc.
DUMP: Printed display of the contents of data file, typically a magnetic tape or a portion of that data file, for purposes of reviewing that data.
DUOTONE: Two plates are combined to create a piece of art with a darker and a lighter shade of ink.
DUPE ELIMINATION: The merging of two or more lists while eliminating duplicate records and identifying multi-buyers among the lists being merged.
DUPLEX PAPER: Paper or board with a different color or finish on each side. Usually produced by pasting two sheets of paper together.
DYLUX: Dupont trade name for photographic paper used to make blueline proofs.
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E's
EMBOSSING: A process performed after printing that uses a metal die, heat, pressure, and a counter die to reshape a printing surface, creating a raised image (artwork or typography) in relief. Done either as overprinting or on blank paper called blind embossing. An especially effective technique when used with textured and embossed paper finishes.
ENAMEL PAPER: Alternate term for coated paper with gloss finish.
ENDORSEMENT: See imprimatur.
EXCHANGE: As opposed to a list rental, an exchange takes place when tow list owners agree to trade a certain number of names with each other, instead of paying for the usage.
EXPIRE: An expired subscription name, or a person who is no longer an active buyer. A separate list classification that usually may be rented at a lower rate.
EYEBROW: A copy placed above the headline that serves as a lead-in to the principle message.
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F's
FACT SHEET: An outline of facts regarding a specific product that is supplied to copywriters preparing advertising copy.
FAKE-COLOR PROCESS: A color reproduction process that creates color prints manually from a black and white photograph. The artists decides which colors to use and then creates color separations manually. This type of reproduction is usually less costly that the true four-color process printing.
FAKE DUOTONE: Halftone in one ink color printed over screen tint of a second ink color.
FELT FINISH: A finish created at the wet end of the paper machine using woven wool and synthetic felts with distinctive patterns to create a similar texture on the finished sheets. These papers exhibit excellent opacity and are strong enough for use with special procedures such as stamping and embossing. They are well-suited for jobs with large non-printed areas that display their interesting texture. Care should be taken when specifying halftones on felt finished papers; they ten to absorb ink, and tonal areas may be lost.
FIELDING: Procedure by which the name and address of a record are divided into specific components. A record is made up of one or more fields.
FILL-IN: The salutation or other personalized insertions added to a letter or mailing piece after initial printing.
FILM COATED PAPER: Next higher grade after uncoated paper. Sizing is sprayed on the sheet to allow better ink holdout than found on uncoated paper.
FIRST CLASS MAIL: Mail that may or may not contain individual messages, but that is afforded priority treatment.
FOUR-COLOR PROCESS: Also full-color process. Indicates the four color plates commonly used in color printing.
FREE-LANCE: An independent writer, consultant, artist, or other service provider who is not employed by one firm, but who works with various firms or agencies.
FREE-STANDING INSERT: Also known as free-standing stuffer. A promotional piece that is not constrained by the specifications of a publication, but is inserted loosely into that publication. Allows advertiser to “ride along” with the daily newspaper, for instance, but still print full color on a good quality paper stock.
FREQUENCY: Along with recency and dollars spent, one of the three main criteria for judging the qualification of a buyer or group of buyers on a list. Frequency refers to the number of times the customer has purchased within a given period.
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G's
GANG RUN: Running some related or similar print jobs together to save money.
GEOGRAPHICS: Any method of subdividing a list bast on geographic subdivisions (Zip codes, sectional centers, cities, countries, states, and or regions.
GHOSTING: Phenomenon of a faint image on a printed sheet where it was not intended to appear.
GIMMICK: A small device that may be tipped onto a direct-mail letter, order form, brochure, etc, to call attention to the piece or dramatize the offer.
GRAPHIC ARTS: The general term used for the field of printing, creation of art, layouts and photography, etc., also creative work on promotional materials.
GUARANTEE: The promise of the marketer as to the satisfaction of the prospective buyer and the specific terms of that promise, i.e., replacement guarantee, money-back guarantee, buy-back guarantee, etc.
GUTTER: The inside margins of facing pages.
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H's
HALFTONE: A plate, printed piece, or process involving the shooting of artwork through a lined screen which breaks up the art into a dot pattern.
HALF WEB: Web press whose width and cutoff allow printing eight 8 ½ X 11 pages on one press sheet.
HANDBILL: A modest form of direct advertising distributed by hand.
HEAD MARGIN: The black lines (usually three to five) above the first line of a printed page. The size of the margin is usually determined by the graphics person and may include space for a running head.
HEAT-SET-WEB: Web press equipped with an oven to make ink dry faster, thus able to print coated paper.
HICKIES: Marks on printed material caused by dirt or foreign material during the printing process. May appear on all pieces, or just on a few samples.
HIDDEN OFFER: A special offer buried in the body copy of a printed advertisement used to test readership.
HOT-LINE TESTS: Names on a list that are especially recent, and thus command a premium price from the list owner, i.e., three moth hot line names or six month hot line names.
HOUSE LIST: The names owned by a particular firm. These names may be earned through an outside solicitation, through purchase, or compilation.
HOUSE SHEET: General-use paper ordered in large quantities and kept in stock by a printer.
HUE: In color, the dimension that distinguishes one color from another, such as red from yellow.
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I's
IMAGE ADVERTSING: Advertising designed specifically to create an image for a company, product, or brand, rather than promoting its capabilities and services.
IMPACT PRINT: A computer generated method of variable fill in which the striking of a character key against a platen creates the variable data.
IMPRIMATUR: An official testimonial for a product or service by an outside organization. Also called an endorsement.
INDICIA: Postal permit information printed on objects to be mailed and accepted by U.S. Postal Service in lieu of stamps.
INK ABSORPTION: Extent and rate of penetration by printing ink through the surface of a paper. Influences ink drying time and degree of hold out. Inks printed on uncoated text papers dry by ink absorption.
INK JET PRINTING: A computer generated method of applying variable data by sprays of dots of ink which create full characters.
INK HOLDOUT: Degree to which a paper surface resists penetration of ink. An inked image printed on paper with a high degree of ink holdout will dry by oxidation rather than by absorption. Coated papers tend to exhibit a high degree of ink holdout.
INQUIRY: Person who had not yet purchased anything from a firm, but who has “raised his/her hand” via response to ad or other solicitation, and asked for more information.
INSERTER: Receives previously processed material and assembles the direct mail package using a series of adjustable hoppers. Once the package is assembled, the components are inserted into the outer envelope and prepared for mailing.
INSERTING: Placing one or more components (letter, brochure, BRE) into a carrier envelope, either by machine or by hand.
INSTITUTIONAL ADVERTISING: Advertising created primarily to build public relations or prestige for the advertiser rather than to stimulate immediate product purchase.
INTERSTACKER: The interstacker slits one web into two separate webs and stacks one on top of the other to form a four page letter. The two are then delivered to the cutter and finished to the customer’s specifications for folding and insertion.
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J's
JOHNSON BOX: A copy or design element, usually on the first page of a sales letter, that calls attention to specific points in an offer.
JOINT MAILING: A combined mailing effort on the part of two or more direct marketers. The complete mailing packages of all participants are usually inserted into one common envelope. This allows participants to share the cost of the postage and the rental fee for the mailing list.
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K's
KEY/KEY CODE: Also sometimes just called a key. See also code.
KEYLINE: This is the guide used in making plates and printing a piece- a diagram of copy and art for reproduction. See mechanical.
KEY PLATE: In process color printing, the plate with the most detail. The other plates must be registered to the key plate.
KROMEKOTE: A trade name of Champion Paper Company for a very glossy, coated paper stock.
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L's
LABEL: A piece of paper (may be pressure-sensitive or not) that carries the name and address (and possibly a code) of a prospect or previous buyer. It is affixed to an order form, letter, or outer envelope for mailing purposes.
LAID FINISH: Paper finish exhibiting a ribbed appearance produced by the use of side-by-side wires on the dandy roll. These papers should be printed with copy parallel to the laid lines to facilitate printing. Laid-finished papers are well-suited to the reproduction of line art, or when an old fashioned effect is desired.
LASER PRINITING: Method of photocopying using a laser beam or light emitting diode to charge the drum.
LAYOUT: A rendering of a proposed printed piece, indicating positions for headings, copy, art, and borders. May also indicate color treatments.
LEADERS: A series of dots or dashes used to guide the reader’s eye across a page or from one part of an advertisement to another.
LEADING: Space between printed lines. Some leading is necessary for readability.
LEGEND: The title or description accompanying an illustration. The legend is also called a caption.
LETTERHEAD: The stationery used by a particular business printed or engraved to identify that firm via logo, name and address, etc.
LIFT NOTE: A type of direct-mail promotion that appears to be a personal note or letter from the marketer, and is designed to increase response.
LIGHT TABLE: A frosted glass table with lights underneath. Used for viewing transparencies.
LINE DRAWINGS: Solid black line artwork which does not require halftone reproduction.
LINEN FINISH: Embossed pattern on a paper surface resembling the look and feel of linen cloth. Usually manufactured with engraved embossing rolls.
LIST: The names and addresses of prospects and or customers who have something in common, whether it is previous buying habits, occupation, or other attributes.
LIST BROKER: A professional counselor to renters of direct mail lists. The broker also helps expedite receipt of lists, merge-purge, etc.
LIST MAINTENANCE: The regular updating of a list to make sure that names and addresses are current.
LIST MANAGER: A person of firm appointed to promote and maintain a list for its owner. Rental requests come direct to the manager, who may have the power to grant or refuse, or may need to get permission from the owner. The list manager also handles paperwork, collections, and expediting of rental transactions.
LIST SELECTION: Characteristics used to define smaller groups within a list (essentially, lists within a list). Although, very small select groups may be very desirable and may substantially improve response, increased costs often render them impractical.
LIST RENTAL: A one-time usage agreement between the owner of a list and an outside source. The owner may be paid x-dollars per thousand names (or net names) rented, or a royalty to be agreed between parties.
LIST SOURCE: Origin of the names that appear on a mailing list.
LIST TEST: An arrangement whereby a list renter makes his/her offer to a small, randomly selected segment of a list universe to determine its visibility.
LITHOGRAPHY: A printing process using plates made from photographs. Offset lithography is simply called “offset” in most cases.
LIVE AREA: Portion of a computer printed form designated for the message being given (such as sales promotion information). Alternate term for image area.
LIVES: The actual count of names to be mailed the solicitations. The number of lives does not include any over-run required for computer or mail shop set up.
LOAD UP: On continuity propositions, a system whereby the customer is sent the bulk of his/her product at once to save on postage and packaging costs. Generally, he/she is then asked to submit the monthly or semi-monthly fee by way of a coupon book until the entire set is paid for.
LOCKUP: The space required to mount the printing plate on a rotary press. This is a non-print area and is typically ½”.
LOGOTYPE: The trademark or signature of a company. May be indicated by a certain typeface, or artwork, or by a distinctive design.
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M's
MAGENTA: One of the four process colors; also known as process red.
MAIL DATE: The date that a mailing must be sent to people on a mailing list that is rented or otherwise to a list user. The list owner controls the number and frequency of mailings to people on a particular list to prevent them from being overexposed to direct-mail promotions.
MAILER: A firm which does direct mailing, or a carton in which products are shipped. Also a term used for direct mail piece.
MAILGRAM: A combination telegram/ letter with the telegram transmitted to a postal facility close to the addressee and then delivered as first class mail.
MAIL HOUSE: Also letter shop. The firm that handles labeling order cards / envelopes, insertion and mailing of direct mail solicitations, imprinting, trim and burst.
MAIL ORDER BUYER: A person with a history of frequent and recent purchases by mail. A good prospect for a mail order proposition.
MARKET: The people- i.e., those who have the ability to buy, or who are prospects for a product or service.
MARKET PROFILE: An analysis by age, sex, income, possessions, etc., of people who constitute the market for a product or service.
MARKET SEGMENTATION: The act of dividing a market for a product into uniform subsections sp that each segment may be treated in the most appropriate manner.
MATCH: Personalized items which must go together in a mailing package. A typical match mailing refers to a personalized closed face envelope containing a personalized letter.
MATCHPRINT: 3M trade name for integral color proof.
MATTE FINISH: Slightly dull finish on coated, lightly calendared paper.
MECHANICAL: The artwork ready for printing. Also called key line.
MERGE-PURGE: A computer process whereby lists may be merged together to facilitate zip code sequencing and testing segments, and “purged” of duplicate names, pander names, or names to be saved for future mailings.
MOIRE: Undesirable pattern in halftones and screen tints made with improperly aligned screens.
MONTAGE: A combination of several drawings or photographs into single illustrations.
MOONLIGHTER: A free lancer who is also employed regularly by a certain firm.
MOTIVATION RESEARCH (MR): Research that attempts to relate behavior to underlying desires, emotions, and intentions. Motivation research relies heavily on the use of techniques adapted from psychology and other social sciences.
MOTTLE: Spotty, uneven ink coverage especially noticeable in large solids.
MULTIPLE REGRESSION ANALYSIS: A technique whereby various characteristics of buyers or prospects are qualified to determine relative propensity to buy and pay for a certain type of product.
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N's
NATURAL FOLD: A method of folding a direct advertisement so that the continuity of the message is maintained as it is unfolded.
NCOA (National Change of Address): A service offered by the U.S. Postal Service through designated suppliers whereby a mailer can have his list “cleaned” against USPS files.
NEGATIVE OPTION: Used by many book and record clubs, this calls for the customer to send back a response if he/she does not want to purchase a monthly selection. Must be approached carefully due to Federal Trade Commission regulations.
NESTING: This is a procedure that may cut and costs in the mailing/insertion process. One piece of literature is placed inside another before insertion into an envelope, thus cutting the number of positions necessary on the inserting machine. May also be used to “nest” an appropriate order form with selling literature, etc.
NET NAME ARRANGEMENT: An agreement with a list owner whereby the renter needs pay only for the names remaining after merge-purge cleans out duplicates, pander names, etc. May also indicate a specific percentage or number of names the renter will pay for no matter what the results of merge-purge.
NIXIE: A piece of mail which does not reach its destination due to faulty address or name. Returned by post office.
NTH NAME: A selection process whereby the user selects only a fraction of the names on a list, randomly, by taking every tenth name, twentieth name, or whatever.
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O's
OE/OSE: Abbreviation for Outside Envelope.
OFFER: The specific buying terms presented to the prospect including price, payment options, delivery terms, premiums, etc.
OFFSET: A commercial form of lithographic printing which transfers ink from a plate onto a rubber surface and then to the paper.
ONE-TIME USE: The usual agreement for list rental-an understanding that the renter will not tamper with the list for reproduction purposes, or use any part of it more than once without getting permission and paying for the privilege.
ORDER BLANK ENVELOPE: A piece comprising an order form and return envelope all in one.
ORDER CARD: The form a prospect sends back to place an order by mail.
OUT OF REGISTER: When colors, which are to be printed right over one another, are not in alignment, resulting in “hanging” dot patterns.
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P's
PACKAGE: The entire direct-mail solicitation including outer envelope, letter, brochure, order card, business reply envelope, or whatever elements are included.
PACKAGE INSERT: A promotional offer included in the shipment of a product. It may be from the firm shipping the product, or it may be from a different firm via a fee or royalty arrangement.
PACKAGE TEST: A test of a direct-mail element or elements within a given package against the “control” package.
PAGE PROOF: A proof of the printed product as it will finally appear. Page proofs are usually created after galley proofs have been corrected.
PAGINATION: Determining how type will break from page to page, or how catalog products will appear from page to page.
PAID CIRCULATION: Distribution of a publication to persons or organizations which have paid for subscriptions (compare with controlled circulation).
PANDER NAMES: The names of persons who have indicated that they do not wish to receive direct mail solicitations. These are on file at computers houses to they can be removed at the merge-purge process.
PASSALONG: The factor of additional readers for a direct-mail piece pr ad obtained when the recipient passes the piece along to others. In direct mail, self-mailers are considered best for passalong.
PENETRATION: The number or percentage of names on a list in relation to a total- i.e., the “penetration” of a city, state, zip code, etc.
PERFECTING PRESS: Press capable of printing both sides of the paper during a single pass.
PERSONALIZATION: The addition of the name or other individual information about a prospect or buyer to a promotion. Often done via computer.
PICKING: Undesirable phenomenon of bits of fiber coating coming loose from paper during printing.
PIGGYBACK: An offer which “rides along for free” with another offer.
PMS COLORS: Standard, numbered shades and colors which are available to printers pre-mixed. May be selected when a specific background or accent is desired.
POLY BAG INSERTING: A specialized service providing an outer mailing carrier or envelope made of polyethylene in which the advertising materials are mailed.
POP-UP: A paper construction, contained within a printed piece, which is pasted inside a fold and when the fold is opened, “pop ups” to form a 3 dimensional illustration.
POSITIVE OPTION: Used for some club appeals whereby-unlike negative option- the customer must send back a reply if he does want merchandise.
POSTAL SERVICE PROHIITORY ORDER: An order from the U.S. Postal Service to a company communicating that a specific person and / or family considers the company’s advertising mail to be pandering. The order requires the company to remove all names listed on the order from its own mailing list and from any other used to promote that company’s products or service. Violation of such order is subject to fine and imprisonment. The names listed on the order are to be distinguished from names removed, voluntarily, by the list owner at an individual’s request.
POSTCARD MAILER: A booklet of promotion / reply cards sent out to appeal to a certain market segment such as physicians, attorneys or business executives.
PREMIUMS: An offer of a free item to the buyer as an incentive to purchase or try a product.
PRESORT SERVICES: Sorting, affixing of postage, bundling and stacking of traying of flats of mail in accordance with USPS specification.
PRESORTING: A process, by which mail is sorted, bundled and or stacked according to USPS specifications, prior to entering the postal system, typically in return for a discounted postage rate.
PRESS CHECK: Event at which test sheets are examined before production run is authorized to begin.
PRESS PROOF: A proof made on a regular press after color separations are complete to check color before full run is made.
PRESS RELEASE: An announcement sent to newspapers, magazine, or other media with news about a person, product, or service.
PRESSURE-SENSITIVE LABELS: Also called peel off labels. These are address labels often used where one label needs to serve both the addressing and return function. May be removed from the outside of a catalog or envelope, and placed on the ordering device.
PROBABILITY SAMPLING: A method of sampling in which each unit of the universe has a known or equal chance of selection.
PROCESS COLORS: The colors needed for four-color process printing: yellow, magenta, cyan, and black.
PROCESS PRINTING: The printing from a series of two or more halftone plates to produce intermediate colors and shades. In four color process: yellow, magenta, cyan, and black.
PROGS/PROGRESSIVES: A set of proofs that can be separated to show each color on its own, and then combined to see how the four colors combine.
PROSPECT: The name of a person who is seen as a potential buyer for a product, but who has not yet inquired or purchased.
PROTECTION: The time before and after your mail date which is left free of other mailing dates to assure you a “protected” period during which the prospect will not receive any other mailings using this particular list.
PSYCHCOGRAPHICS: The statistical description of a market or other population group based upon psychological criteria such as interests, innovations, life style, etc.
PUBLICITY: Any form of non-paid promotion in media.
PUBLIC RELATIONS: Any communications created primarily to build prestige or good will for an individual or an organization rather than sell a specific product or service.
PUBLISHER’S LETTER: An auxiliary letter in a mailing that keys in on a specific selling point. The classic publisher’s letter has an outer message that says “please do not open unless you have already decided not to respond or order. Sometimes called a liftnote or why not letter.
PURGE: The elimination of duplicate or unwanted names and addresses from one or more lists.
PYRAMIDING: Testing ailing lists and or mailings by gradually increasing quantities on the basis of positive responses until the entire list is mailed.
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Q's
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R's
RATE CARD: A publisher’s listing of advertising rates including volume discounts and other special information.
READER SERVICE CARD: See bingo card.
RECALL TEST: A method of testing advertising in which respondents are provided with clues and then asked to recall particular ads and the various elements of those ads.
RECENCY: Along with frequency and dollar volume, one of the three indicators of a names propensity to buy. Recency indicates the latest purchase date from a certain company.
RECOGNITION TEST: A method of testing advertising copy in which respondents are shown an ad and asked how they responded to it.
RECORD LAYOUT: A written, field by field description of the data contained in a record, describing each field as to its length, beginning and ending positions, name, editing characteristics and date format.
REFERRAL: Also called “The Buddy System” or “Friend of a Friend.” This is a plan whereby the seller asks customers or prospects to identify their friends who are likely to be interested in the same kind of merchandising offer. They may be offered a premium for doing so.
REGISTER: To position printing in proper relation to edges of paper and other printing on the same sheet. Such printing is said to be in register.
REPLY CARD: Also called business reply card or BRC. An order card or inquiry card that may be dropped right in the mail, since it bears the sender’s address and postal indicia.
RESPONSE RATE: The percentage of orders per thousand mailed that result from a mailing or ad insertion.
RETURN POSTAGE GUARANTEED: The term that may be printed on outer envelopes in order to receive bulk-rate mail back from the post office if it is undeliverable.
RETURN REQUESTED: A slightly softer version of the above, this indicates that the mailer will reimburse the post office for undeliverable returned mail.
RETURNS: Responses to a direct mail program.
ROLL OUT: If a list test is successful, and if a subsequent, larger test validates the test results, the remaining names in the list universe are mailed. This mailing is called a roll out.
ROTARY CUTTER: These cutters are used on high speed bindery lines and can accommodate web widths up to 26 inches. The main purpose for these bindery lines is to process Ink Jet Imaged work at very high speeds.
ROTATION: A series of advertisements that are repeated in the order in which they first appeared.
RUNNING CHARGES: Any fee set by the list owner to be paid by the list renter or exchanger to cover the administrative and running costs of the lists that are not used- or not paid for, in the case of the exchange.
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S's
SAMPLE PACKAGING OR MAILNG PIECE: A piece of copy or a package submitted to a list owner indicating what will be mailed to his / her list under a proposed list rental or exchange agreement. This allows the list owner to screen out undesirable or overly competitive offers.
SAMPLING: In market research, a representative portion of the universe. The term sampling can also refer to the distribution of either miniature or full-size trial packages of a product to introduce it or to promote its use.
SEED NAME: These names are added to the mailing lists by both the letter shop and their customer to ensure print and personalization of each component in the mailing, correct personalization and insertion of components and speed of postal stream.
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T's
TEASER: The outside copy on an envelope that strives to move the reader to open it and read the offer inside. Also a “teaser ad” – an enticing ad encouraging the reader to watch for more developments in later-running ads.
TELEMARKETING: Direct sales effort conducted over the phone. Outbound telemarketing involves an operator or TSR making a phone call. Inbound telemarketing involves an operator receiving a phone call.
TESTIMONIAL: Favorable statement, usually from current or previous customers, used to build credibility with prospects.
TEST/TESTING: Preliminary mailing or ad insertion that determines the relative chances of success of a given medium.
TEXT PAPERS: General term used to describe papers with fine or specialty textures used for printing. Usually made from chemical wood pulp, sometimes with cotton fiber content.
THEME: The central idea of an advertisement, campaign, or program.
THERMOGAPHY: Process by which a dimensional printing image is created by dusting slow-drying ink with resinous powder and applying heat. The process solidifies the resin to form a glossy, slightly expanded and raised impression. Works well with cover and text papers.
THUMBNAILS: Miniature layout sketches used to give a general idea of what a direct-mail piece would look like.
TIP-ON: Something which is glued to a direct mail letter, order card, etc. May be a gimmick or action device.
TRADE PUBLICATION: Magazines intended for those who are involved in a specific trade or profession.
TRAFFIC BUILDER: A direct mail piece that does not have solicitation of a direct order as its main goal. Rather, it is meant to bring customers into a retail store.
TRAFFIC DEPARTMENT: In an advertising agency, the department that schedules the work of other departments and is responsible for its completion according to schedule.
TRUNCATE: The elimination of characters at the end of a data field because the field being converted or keyed is too long to fit in the record positions in which it must be stored.
TWO-UP FORM: Same printed image side by side stepped in even spacing left to right. Example: an 8-1/2” x 11” letter stepped 2 up would measure 17” x 11”
TURNAROUND TIME: Elapsed time between submission of a job to a processing center and the delivery of a specified output.
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U's
UNDERCOLOR REMOVAL: Technique of making and printing color separations that minimizes amount of cyan, magenta, and yellow ink in shadow area.
UNIQUE NAMES: Upon completion of a merge/purge process, these are the names that have appeared on one list only. A unique name differs from a duplicate name on this respect although each is used one time only in a particular mailing.
UNIVERSE: The total number of people who fit a certain set of characteristics. Also the total number of people on a specific mailing list.
UPDATE: Adding recently-acquired names or buyers to a list to ensure its accuracy.
UP FRONT: Getting the payment for a product or service before it is shipped.
UPSCALE: A market which by virtue of its income level, lifestyle, and interests, is a good field for luxury or discretionary income-related offers.
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V's
VALIDATION: A mailing that takes place after an initial test to verify the test results before a rollout.
VELLUM FINISH: Glare-free paper finish with a high degree of “tooth” –the ability to take pencil or crayon marks. An absorbent and fast-drying paper, ideal for jobs requiring no pattern back-ground and little surface texture. Well-suited for halftone reproductions.
VERIFICATION: The process of determining the validity of an order by sending a questionnaire to the customer.
VERTICAL PUBLICATION: A publication edited for people in a particular industry or profession, regardless of specific job categories. On the other hand, a horizontal publication is edited for the general public.
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W's
WATERMARK: Design, pattern, or symbol impressed in paper while it is being formed on wet end of paper machine. Appears as a lighter or darker area when paper is held up to light. Usually created from wire design attached to a dandy roll.
WEB PRESS: A printing press that has a rotary action, and uses large rolls of paper. Used for larger quantity printing.
WHITEMAIL: A response piece that does not contain a key or source code used for tracking purposes making it impossible to determine what prompted the response.
WINDOW ENVELOPE: An envelope with a see-through area. This allows for a labeled reply device that also may serve as the address mechanism. The window is dye-cut, and may remain opened or be covered with a see through material.
WOVE FINISH: Relatively smooth finish on paper achieved by moderate calendaring.
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X's
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Y's
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Z's
