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Family — In a consumer file, those households that are composed
of family groups, usually with children. Field — In a database, the text entry area for any sort of
information. Fields have fixed or variable lengths, and any record in
a database will have consistent field structure. Field length — The number of characters allowed for any field
in a database. File — A collection of information, text, image or both,
saved with a name that will allow it to be reopened by a computer program.
File layout — In a database, the number, name and length
of data fields used to store information for each record. Fixed-field
layouts have consistent character lengths for each field, while varable-length
layouts use the actual number of characters that are entered. File tagging — The sometimes unauthorized addition of data
to house lists from another list source. First-time buyer — A customer on a list who has made only
one purchase. Marketing plans focus on generating first-time buyers, while
customer retention programs focus on converting first-time buyers to regular
customers. Five-digit ZIP code — A numeric code that designates the
specific post office that serves the mail recipient. Mail that is sorted
by ZIP code in advance qualifies for postal discounts. Flag — In data processing, a computerized method that identifies
data added to a file by a given mailer or list segment usage. Format — The predetermined arrangement of data or elements,
whether in a database or for a direct mail package. Former buyer — see Expires. Four-line address — A business address that uses a separate
line for the recipient's name and title. Four-up cheshire label — The standard format for printing
out mailing labels that takes its name from having four columns of names
and addresses printed across a computer page. These labels are mechanically
affixed to the mailing piece unlike the gummed or self-stick variety.
Flat rate — In lists, a price that is set for use of the
total number of names available, often used for lists with too small a
quantity for per thousand list rentals. Floppy disk — See Disk. Frequency — A way of measuring multiple purchases by a buyer,
offered as a select for catalog list buyers. FTP — File transfer protocol: a means of downloading and
uploading files between two different computers on the internet. Fund-raising lists — Lists of proven and prospective donors to fund-raising causes. |