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Tape — A magnetic storage format for electronic data, usually stored on large reels. Tape density — The amount of data a tape will hold per inch
(bpi). Standard densities are 1600 bpi and 6250 bpi. Tape dump — A character-by-character printout of a portion
of a tape's records that is sent along with the tape and layout as a proof.
Tape format — A map of the location of each field on a tape
and its length, whether fixed or variable. Target market — The audience most likely to produce the best
response for a specific mailing or offer. Telemarketing — Making direct response offers over the telephone,
either to cold prospects or to those who have expressed an interest in
a company's products and services. Telephone preference service — A DMA service similar to the
mail preference service, that allows consumers to request that their phone
numbers be removed from telemarketing lists. Test quantity — A mailing of the minimum number of names,
chosen randomly from a list, that will give statistically valid response
information to determine whether a larger quantity would be cost effective.
Three line address — A select available on lists. Three line
addresses are selected from a list as a probable means of separating home
addresses from business addresses. Three up cheshire — An uncommonly used format for printing
out mailing labels in which the names and addresses are lined up in three
columns. Title — An individual designation that reflects the status
of a person. It will appear either at the beginning of the name such as
Rev., Mrs., Dr. or at the end of the name such as Ret., Ph.D. or Esquire.
Title matched — Assigning a title to a name based on what
is known about a person. Title select — An option offered list mailers to increase
responsiveness. For instance a women's apparel catalog might choose to
mail only to those names that begin with Miss, Mrs. and Ms. Title slug — Adding a title to a mailing label. This can
be a useful way of directing a mail package to an individual at an organization
when the name is unknown. Trials — A mini subscription offer to a publication, usually
free. In lists, trial names refer to those who have responded to an offer,
not necessarily purchasing a subscription. Turnover rate — The number and frequency of mailings allowed to a certain list in a year. |