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Package — A complete mailing piece with all components in
the carrier. Package inserts — A special form of cooperative advertising
that lets companies promote to the newest mail order customers before
they are added to rental lists, by inserting an offer into the fulfillment
package. Paid circulation — The total quantity of subscribers who
pay to receive a publication, as opposed to those who receive free copies
in an attempt to better the demographic breakdown of the subscriber base.
Paid subscriber — Those individuals who receive subscriptions
which they paid for. This group can be expected to respond differently
than the trial or installment buyer. Paid with order — See Cash buyer. Pandering list — Lists of individuals who have made complaints
about receiving sexually-oriented materials in the mail. Mailers who make
repeat mail offers to these individuals face criminal prosecution. Parent and subsidiaries — A computer-generated chart of all
subsidiaries of a parent company, to help mailers create business-to-business
lists. Payment, method of — A notation in a customer file of the
means of payment for an order, usually check, credit card or money order.
Often offered as a select on catalog lists. Penetration — The percentage of the total universe of a specific
market segment (such as those aged 25-34) included in a specific list.
Phone select — An option to receive lists with phone numbers.
This is normally done for telemarketing purposes. Prepayment — In lists, a requirement that payment be received
before a list order is processed. Pressure-sensitive paper — Adhesive-coated paper with a protective
backing on which addresses are printed to make labels. Primary address — The most important parts of an address,
including the name, the street address and the ZIP code. See Secondary
address. Professionals — Compiled lists of business addresses and
phone numbers assembled by profession. Some also include home addresses
of professionals. Profile — Characteristics of a user, a group of users or
one or more computer resources. Prospect list — An outside list used to widen a mailer's
customer base. Prospecting — Mailing to an untried outside list, usually
at great cost per order. Protected mailing date — A period of time before and after
a mailing date during which a list owner guarantees there will be no competitive
mailings sent to the same list. Psychographics — Lifestyle characteristics of a consumer
that are used to target lists for direct marketing. Examples are hobbies,
buying habits, opinions and religious beliefs. Purge — Deleting duplicate records after a number of lists have been merged into one. |