DIRECT MARKETING
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 directors, 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
C.T.O.
Contribution to overhead (profit).
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 tow-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
Most often refers to television “programs” produced by an advertiser and which solicit orders by phone. List broker
A specialist who makes all necessary arrangements for one company to use the list(s) or 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, out-putting and analysing lists and responses.
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 mailing. “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'’ profile.
Renewals
Keystone of direct marketing: profits are derived from retaining or renewing customers, avoiding the high costs of new customer acquisition.
Response lists
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.
S.I.C.
Standard Industrial Classification Code. A three and four digit code used to classify businesses by vocation.
Telemarketing
Selling by telep
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