Online Sales Training Introduction to online sales Advanced online sales Online surgery
How to monetise your website What they say Client List A-Z Jargon Busting Key Industry Stats Feedback

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A Series

International -ISO range of paper sizes reducing from -AO to -A6 by folding in half each time. ‘C’ sizes are used for corresponding envelopes. (Source: IDM Direct Marketing Guide)

A-life

The modelling of complex, lifelike behaviour in computer programs. A-life forms can evolve and produce behaviours not contained within rules set by the programmers. (Source: www.netlingo.com/)

A/B split

A type of two-way test used for two variations of one element of the same mailing package, to determine which version will bring in greater response. Also available in some media. (Source: IDM Direct Marketing Guide)

A0, A1, A2, A3, A4, A5, A6 – (‘A’ series)

International range of paper sizes reducing in size from A0 to A6 by folding in half (Source: IDM Direct Marketing Guide)

A4

A standard paper size, measuring 2l0 x 297mm (Source: IDM Direct Marketing Guide)

AAA Server

AAA stands for authentication, authorisation and accounting security services. The server provides these services. (Source: IDM)

Above the fold

The part of a Web page that is visible once the page has loaded – normally the top part. It is a key section of the page because it should grab a casual visitor's attention. The term comes from the newspaper industry, which refers to the top half of the front page when the paper is folded, the part of the paper that potential buyers see first in their newsagents, the part that "sells" that day's contents. (Source: www.volta.net)

Above-the-line

An out of date piece of jargon which is often misused, and should be avoided where possible. It once described advertising through television, radio or published media. Advertising using other media is known as below -the-line (Source: IDM Direct Marketing Guide)

Acceptable Use Policy

A computer policy which outlines the purpose as well as who and how people may use the resource. It will include the policy on security and privacy. (Source: IDM)

Access

To use a program to reach the memory and to read from and write to that memory. (Source: IDM)

Access Control

A way of protecting confidential data on a computer (or computer network) from unauthorized access. (Source: www.netlingo.com/)

Access Number

The telephone number you use to dial into your local Internet Service Provider (ISP). To connect to the Internet you must first establish an account with an ISP in your area. Usually you will receive a list of telephone numbers you can use to "dial-in" to the service. Sometimes access numbers can be frustrating because you get continuous busy signals and/or no answer. Ask your ISP to provide you with a few alternate access numbers just in case this happens. (Source: www.netlingo.com/)

Access Profile

Information held on an AAA server which is used for authentication, accounting and access of a user. (Source: IDM)

Access Time

This is the time lapse between the request for information to the computer and the receipt of information from the computer. It may be determined by the type of link to the net. (Source: IDM)

Access URL

The access URL contains the name of the server which can provide the product, the identification of the product, an identification of the buyer (e.g. the buyer's IP address), an expiration date for the access URL, and a digital signature for the access URL. (Source: www.tedhaynes.com)

Accessware

A software program for network security based on enabling and enhancing secure access (not simply blocking unwanted access). The purpose of this software is to integrate access control, information privacy, user name, data integrity and information management–everything required to build a secure intranet or extranet. (Source: www.netlingo.com/)

AccessWatch

AccessWatch provides a regularly updated summary of WWW server hits and traffic, and gives a graphical representation of these statistics. It generates statistics for hourly server load, page demand, accesses by domain, and accesses by host. AccessWatch parses the WWW server log and searches for a common set of documents, usually specified by a user′s root directory, such as /~username/ or /users/username. AccessWatch displays results in a graphical, easy-to-read, compact format. This program runs on a UNIX platform. (Source: www.netlingo.com/)

Accordian fold

Parallel folds in paper, which open like an accordion bellows. (Source: IDM Direct Marketing Guide)

Account

When you sign up with an Internet Service Provider (ISP), you're given an account name or account ID as well as a password. This will allow you to access the Internet as well as your e-mail account when you dial the access number provided by the ISP. (Source: www.netlingo.com/)

ACDSee

International -ISO range of paper sizes reducing from -AO to -A6 by folding in half each time. ‘C' sizes are used for corresponding envelopes. (Source: IDM Direct Marketing Guide)

A Series

A software program used by Web designers. It is a graphic image viewer and editor for Windows 95 which supports among others the image file formats GIF and JPEG (JPG). (Source: www.netlingo.com/)

Acetate

Transparent sheet of film fixed over camera-ready artwork used for positioning repro or for marking instructions. (Source: IDM Direct Marketing Guide)

Acknowledgement

Acknowledgement of order or enquiry. Can also be an expression of thanks to a person or gorup the their contribution to a printed work or project. (Source: IDM Direct Marketing Guide)

ACM

An international scientific and educational organization dedicated to advancing the art, science, engineering, and application of information technology. The ACM serves both professional and public interests by fostering the open interchange of information and by promoting professional and ethical standards. (Source: www.netlingo.com/)

ACORN

An acronym for A Classification Of Residential Neighbour–hoods. A consumer list selection and targeting system used, as its name suggests, on residential property information in minimum areas of approximately 150 households (an enumeration district). (Source: IDM Direct Marketing Guide)

Acquisition cost

The advertising cost of obtaining a customer or enquiry. (Source: IDM Direct Marketing Guide)

Acrobat Reader

A standalone program or Web browser plug-in from Adobe that lets you view a .pdf (Printable Document Format) file in its original format and appearance. Websites often give documents such as company reports or brochures as .pdf files–i.e. they have been laid out in Adobe Acrobat and can be a good format for printing out documents with complex graphic design. An advantage of PDF files is that they are "platform independent". And when you download a .pdf file, you get the entire document in a single file. One slight disadvantage: since .pdf files require an Acrobat Reader to view them (it can be downloaded for free from Adobe's website), it can be slightly interruptive. Think twice: .pdf files aren't everybody's cup of tea, and often it might make more sense to turn the document into WebPages that visitors to your site can read there and then. (Source: www.volta.net)

Active

Active is an adjective used to describe the objects currently being displayed within your computer screen. For example, on desktop computers (the graphical user interface or GUI–pronounced “gooey”), the “active” window is the window you are currently working in. In spreadsheet applications, the “active” cell is the highlighted cell in which data can be entered or modified. The “active” program is the program currently running. When you enter a command in any program, it usually applies only to the active document or Web page you happen to be on. (Source: www.netlingo.com/)

Active Attack

An attempt to break security by altering information. An active attack may or may not require decrypting the information attacked. (Source: www.tedhaynes.com)

Active file

A file or list of current customers. (Source: IDM Direct Marketing Guide)

Active X

A set of technologies created by Microsoft Corp. that enables a type of interactive content on Web sites. With ActiveX, Web sites become animated using multimedia effects, interactive objects, and sophisticated applications that create a user experience comparable to that of a high-quality CD-ROM. The same effects can be experienced with Java, Shockwave and numerous other applets — the difference is that ActiveX is an exclusive Microsoft product. (Source: www.netlingo.com)

ActiveX Control

An applet based on Microsoft technologies that enables interactive content on Web pages. /p> (Source: www.netlingo.com/)

Ad

Shortened version of advertisement. (Source: IDM)

Ad Auction

A system for last minute purchase of advertising space, that media owner wishes to fill. Can be a cheap option. (Source: IDM)

Ad Banner

An advertisement on a Web page that links to an advertiser′s Web site or buffer page. Ad banners are the most common unit of advertising on the Web and costs often depend on the amount of page views the Web site (and thus the ad banner) receives. It's called an ad "banner" because the original online advertisements were always in the shape of a banner, usually at the top of a page. (Source: www.netlingo.com/)

Ad Inventory

The total amount of web advertising space available by size and space. (Source: IDM)

Ad Management Service Bureau

A company that delivers advertisements and reports on their publication. In the case of website advertisements the click rate would also be monitored. (Source: IDM)

Ad Network

An agency employed to sell space on a website. Would cover work for a number of different sites. (Source: IDM)

Ad Server

A program or a type server that manages and maintains ad banners for a Web site or collection of Web sites. These programs are extremely sophisticated and are capable of keeping track and reporting Web site usage statistics. Ads can then be targeted towards certain types of individuals. It also provides the ability to rotate banners so a user won′t see the same ad every time they come back to the same page. (Source: www.netlingo.com/)

Ad Serving System

A system which inserts ads (usually banners) into Web pages when the pages are accessed by a user. The Web page and the ad may be served (i.e. delivered) by entirely different companies using geographically separated servers. The system requires that the designated Web pages have links embedded in them that correspond to certain sizes of ads and to certain categories of products or services. Often the company delivering the Web page receives compensation for attracting users who view the advertising but has little or no control or interest in the specific advertising messages delivered. Often the company operating the ad serving system is not advertising any of its own products or services but is acting as a middleman between the advertiser and the company that supplies the Web pages. (Source: www.tedhaynes.com)

Adaptive Digital Pulse Code Modulation (ADPCM)

A form of pulse code modulation (PCM) that produces a digital signal with a lower bit rate than standard PCM. ADPCM produces a lower bit rate by recording only the difference between samples and adjusting the coding scale dynamically to accommodate large and small differences. Some applications use ADPCM to digitise a voice signal so voice and data can be transmitted simultaneously over a digital facility normally used only for one or the other. (Source: www.netlingo.com/)

Add-a-card

A card or piece of stationery fixed to continuous stationery and which can subsequently be removed by tearing perforation or peeling off. (Source: IDM Direct Marketing Guide)

Add-on

The sale of a supplement, accessory, replacement part, or a deluxe version of a product. (Source: IDM Direct Marketing Guide)

Addendum

An additional piece of information added as a last minute correction. (Source: IDM Direct Marketing Guide)

Address

Identification of a unique location or point of delivery. Either a place of abode or computer storage location. Electronic addresses are also known as URLs. As website and e-mail addresses are identified by computers it is vital that they are represented accurately. (Source: IDM)

Address Locator

A type of service available from a number of Web sites that provides the addresses and phone numbers of individuals and businesses input by the user. (Source: www.tedhaynes.com)

Adhesive binding

Binding style for catalogues and books. Hot-melt adhesive is applied to the roughened or ground back to hold the page and cover together. (Source: IDM Direct Marketing Guide)

Advance (early) booking discount rate

A discount given for advertising booked in advance, either by a specified number of weeks or by a given date in advance. The reduction is generally given as a fixed percentage off rate-card. (Source: IDM Direct Marketing Guide)

Advanced Digital Network (AND)

Usually refers to a 56Kbps leased-line or dedicated line. (Source: www.netlingo.com/)

Advertainment

Hybrid online advertising and entertainment. Contains an advertising message in an entertaining format that encourages consumption. Typically used for video and music promotion and usually contains an interesting interactive element to engage viewers

Advertisement

A paid-for communication intended to inform and influence, to sell a product or service, or to modify or change people's attitudes. Traditionally an advertisement would appear on TV, radio or hoardings, or in a newspaper or magazine. Electronically they appear in e-mail and website situations. (Source: IDM)

Advertisement rate card

A table of standard advertisement sizes, costs and production particulars, issued by a publisher to an advertiser who wishes to buy space. (Source: IDM Direct Marketing Guide)

Advertising

Promotion of a company, product or service through the use of advertisements. (Source: IDM)

Advertising schedule

A list of planned or booked advertisements showing details of media, sizes, timing and costs. (Source: IDM Direct Marketing Guide)

Advertising standards authority (ASA)

The association which regulates, monitors and handles public complaints of all advertisements (except those transmitted by broadcast media). (Source: IDM Direct Marketing Guide)

Advertorial

This is an advertisement that is designed to look like an editorial article. It has to be identified as an advertisement in a publication but is not necessarily on a web site. (Source: IDM)

AEL

After event letter (follow-up). (Source: IDM Direct Marketing Guide)

AFF or AIF

One of the many Macintosh sound file formats. On the net you may come across the option to hear a sound clip. The file that is downloaded to your computer when “clicked on” might be in the aif format (if the sound file was originally captured on a Macintosh). Your helper applications or browser plug-ins need to be configured to know what to do with this type of file. (Source: www.netlingo.com/)

Affiliate Programme

A relationship between two companies whereby the host pays a percentage or a flat fee for all traffic and/or purchase requests routed through an affiliate site. (Source: Marketing Week)

Affinity Card

A type of credit card, first marketed in 1985, which ties into a special consumer interest. Affinity cards include product benefit cards which provide bonuses for usage, lifestyle cards which usually contribute a portion of each transaction to a specific charity, and personality cards which feature images on the card associated with a particular celebrity. (Source: www.tedhaynes.com)

Agency fee

Remuneration based on a negotiated fee, as opposed to commission. (Source: IDM Direct Marketing Guide)

Agent

An agent is a software routine that waits in the background and automatically seeks out online information based on your queries. (Source: www.uta.edu)

Aggregator

An e-commerce business model. The aggregator's website sells products/services which it doesn't actually produce or warehouse. Instead, it creates the environment in which clusters of sellers or providers have to compete amongst themselves (Source: www.volta.net)

AIDA

Copy-writing formula. An acronym which stands for attention, interest, desire, action. (Source: IDM Direct Marketing Guide)

Airbrush

Small compressed-air gun for achieving fine manual ink spraying on artwork, photographs, etc. Also called aerograph. (Source: IDM Direct Marketing Guide)

Airmail fast

Postal service for overseas locations or lightweight paper, usually below 40 gsm, used when postage cost is at a premium. (Source: IDM Direct Marketing Guide)

Airplane Rule

"Complexity increases the possibility of failure; a twin-engine airplane has twice as many engine problems as a single-engine airplane". By analogy, in both software and electronics, the rule that simplicity increases robustness. It is argued that the right way to build reliable systems is to put all your eggs in one basket. (Source: www.hasc.ca/)

Alias

On servers, aliases are a way of mapping an incoming request for a Web page. When an alias is found in a URL, the alias′s value is substituted in place of the alias. For example, if you have Web pages on a server which you wish to be viewed on the Internet, the actual location of those files may be: www/netlingo/user pages/joesWebsite/index.html but with the use of an alias, the URL you use to access the site could be http://www.netlingo.com/~joesWebsite. In this case the tilde (~) represents an alias for the path www.netlingo.com/userpages/. (Source: www.netlingo.com/)

Aliasing & Anti-Aliasing

Unrealistic visual effects on a computer screen are known as aliasing. These peculiarities take many forms; one of the most common would be images with jagged edges or stair-stepped appearances along what is supposed to be a smooth curved surfaces (like O or S) and/or diagonal lines on the screen. Sometimes called the jaggies. Anti-aliasing is a software technique used in imaging systems (such as Adobe Photoshop) to make these curved edges or diagonal lines look smooth and continuous. (Source: www.netlingo.com/)

Align

To line-up type, horizontally or vertically, using a typographical criterion, eg base alignment (Source: IDM Direct Marketing Guide)

AliWeb

A search directory for locating WWW documents that is provided by NEXOR, a UK based service provider. AliWeb does not use a spider, instead, it relies on forms that Web authors themselves submit to the AliWeb database thus making it a directory, not a search engine (similar to Yahoo!). (Source: www.netlingo.com/)

Alpha

Refers to one of the two “pre-release” phases of a commercial software or hardware product. The release prior to the beta version. (Source: www.netlingo.com/)

Alphanumeric

(A contraction of ‘alphabetic′ and ‘numeric′). Pertaining to a machine character set that contains letters, digits and often other characters, such as punctuation marks, etc. (Source: IDM Direct Marketing Guide)

Alt

Usually seen with a dot after it (i.e., alt.), this is a type of newsgroup that discusses alternative topics. Some Internet providers ask that their users sign an agreement stating they are over 18 before providing access to the alt. newsgroups. (Source: www.netlingo.com/)

Alt text

The text you see before an image is loaded on a Web page;or with some Web browsers , the text that appears when you put your mouse on top of an image. A Web site author can code an alt tag when building a Web page to say anything he/she wants. Usually it is a description of the picture/image or verbage such as “visit our sponsor.” The HTML syntax or code looks like this: (Source: www.netlingo.com/)

AltaVista

A search engine and service which indexes World Wide Web sites, newsgroup postings and a variety of other postings. Web sites are indexed based on the information placed inside a “meta tag”. Researchers at Digital′s Palo Alto Lab developed the service in 1995. (Source: www.netlingo.com/)

Amazon.com

A web site that offers over one million book titles on the Internet for your purchase. This Web site is a front runner in e-commerce due to its success and innovative marketing programs. They also sell music and a variety of other merchandise. (Source: www.netlingo.com/)

Amazoned

A traditional retail company is "amazoned" when it suddenly finds part of its business going to a totally online competitor. The term stems from the huge success of online bookshop amazon.com. (Source: www.volta.net)

America Online (AOL)

A commercial online service provider (OSP) known for its all inclusive use of events, shopping, travel, etc., as well as Internet access and some background. AOL′s Web Home page gives you information on all things Internet related from AOL′s point of view including how to set-up your own Web site with AOL. Using Netscape with AOL–instructions on how to download and install the AOL winsock that will allow the Netscape browser to run on an AOL connection. (Source: www.netlingo.com/)

American National Standards Institute (ANSI)

An organization of American industry groups who work with other nations to develop standards in facilitating telecommunications and international trade. Developments include the ASCII, SCSI, and the ANSI.SYS device driver. (Source: www.netlingo.com/)

American Standard Code for Information Exchange (ASCII)

ASCII (pronounced "ass-key") is the American Standard Code for Information Exchange. When people talk about a file or an email message being "pure ASCII", they usually mean that it doesn't have formatting (such as bold and italics) and other material such as graphics. But while ASCII is now widely used to denote plain text–i.e. text without formatting and independent of any type font–strictly speaking ASCII is a data code used by computers to represent 128 possible character combinations. (Source: www.volta.net)

AMOP

Association of mail order publishers. Trade association set up for publishers active in selling by mail order. (Source: IDM Direct Marketing Guide)

Analog(ue)

The opposite of digital. Analogue respresentations or media are based on continuous signals of varying frequency and as such suffer from degradation when copied. Digital representations are signals measured at intervals and tend to be higher quality. (Source: IDM)

Analog-to-Digital Converter (ADC)

A hardware device that converts information from analogue to digital. (Source: www.netlingo.com/)

Analysis

The findings of both quantitative and/or qualitative data, put into a form which is both readable and easy to understand. (Source: IDM Direct Marketing Guide)

Anchor

In the web page an anchors a labelled location within the page (known as bookmarks in the Microsoft world). You can create hyperlinks that take you to any position in the page that has an anchor. (Source: www.hyperglossary.co.uk)

Anchor

Term from desk top publishing where a graphic is fixed to a specific point relative to other elements of the page. (Source: IDM)

Angels

Individuals who invest money into businesses and/or "Internet related start-up" companies. As opposed to a venture capital firm, business angels are usually "individual people" who are "independently wealthy." (Source: www.netlingo.com/)

Anime

An artistic, and sensual type of Japanese animation. On the Internet one can find hundreds of superb anime Web sites. (Source: www.netlingo.com/)

Annie or Orphan Annie

A Web page that has not been updated for a long time. It comes from the term “Orphan Annie” meaning the page is a poor forgotten orphan. Almost as annoying as a broken link. (Source: www.netlingo.com/)

Annotations

Notes that you can add to Web documents. These notes are stored on your local disk and are available each time that you access a document. This feature is found in some Web browsers as well. (Source: www.netlingo.com/)

Anomaly

A weird and unexplainable cause and/or effect. Also known as bugs. Anomalies are usually what people attribute hard-to-figure out programming or other computer problems. (Source: www.netlingo.com/)

Anonymous

The means that allow a person to connect to an FTP site, search through available files, and download any file, document, or program without having to establish a userID and/or password on the system where the material resides. (Source: www.netlingo.com/)

Anonymous FTP

Anonymous File Transfer Protocol. A mechanism for moving files from a user machine to or from a remote Internet machine anonymously. In other words you do not have to identify yourself with a user name or password. (Source: www.hyperglossary.co.uk)

Anonymous Posting

A message posted to a newsgroup that does not identify the person who sent it. (Source: www.netlingo.com/)

AOHell

Hacker programs that allow one to manipulate AOL′s software. Bundles of keyboard macros that exploit software bugs in the AOL system allowing hackers to access, among other things, personal e-mail accounts. (Source: www.netlingo.com/)

AOL winsock

An add-on to the AOL for Windows application that will allow you to run Internet applications which require direct Internet connections to work. The AOL Winsock allows you, through your AOL connection, to communicate with other systems using the IP protocol, the background ‘language′ of the Internet. The AOL Winsock is customized to work efficiently with America Online and will not work with another Internet access provider. (Source: www.netlingo.com/)

Apache

The software that is used to run many of the Web sites on the World Wide Web. (Source: www.hyperglossary.co.uk)

APC

Advance post card. Post card sent in advance of a mail shot advising that main mailing is coming. (Source: IDM Direct Marketing Guide)

Aperture

Either a lens opening, or an envelope where a window has been cut but there is no glassine covering. (Source: IDM Direct Marketing Guide)

APP

A computer software program or application. Usually you see this word in conjunction with the word "killer". A killer app is supposedly an intensely "killer" or extremely good program, such as e-mail. (Source: www.netlingo.com/)

Apple

Manufacturers of the Macintosh range of personal computers as well as the earlier Apple I, Apple II and Lisa. Founded on April 1, 1976 by Steve Jobs and Steve Wozniak. (Source: www.netlingo.com/)

Apple Key

A special key on Macintosh computers labelled with the Apple logo. On all but the oldest Apple computers, the Apple key serves as the Command key. (Source: www.netlingo.com/)

Applet

A small programme that runs in a "browser" and can be embedded in an HTML page. It enables a web page to perform interactive animations, calculations etc. without having to contact the server again, so saving time. Browsers restrict what an applet can do in terms of file system and network access to prevent breaches in security. (Source: IDM)

Application

A term used to refer to an end user computer program or group of programs like database, spreadsheet, word processing and Web browser programs. (Source: www.netlingo.com/)

Application Program Interface (API)

Interfaces that extend the capabilities of Web servers; used by programmers to write applications that can interact with other applications. A server API is a published interface that lets software developers write programs that become part of the Web server itself. Usually these are DLLs (Windows dynamic load libraries) that are loaded into memory and stay resident at all times. (Source: www.netlingo.com/)

Application Server

A program or group of programs which collectively integrate into a Web server′s environment and interact with the API (Application Programming Interface). By being connected to an API, more flexibility and high-level tasks can be performed remotely or over the Internet. This allows a user at a Web page to perform more sophisticated server interactions such as querying a database or running other programs loaded on that server′s computer. (Source: www.jks.co.uk/mi/)

Application Server Solution

A product that is considered the “answer to someone′s need” with an application server. The word solution is usually tagged onto computer terms when a person wants to imply that the product or software is meeting the needs and addressing the “problems” of the day. (Source: www.netlingo.com/)

Application Service Provider (ASP)

A company that hosts an application and data for one or more customers, providing the hardware, software, infrastructure, and basic maintenance. The provider supports remote access to the application by the customer, usually over the Internet. The provider usually has expertise in the specific application hosted and may provide enhancements to it. Advantages to the customer, versus running the application in-house, include guaranteed performance, a robust data centre, in-depth support from a skilled staff, and better economics. (Source: www.netlingo.com/)

Application-Centric EDI

An update to traditional electronic data interchange (EDI) that uses secure transmission methods to facilitate the exchange of information between secure applications, typically residing at different companies (e.g. vendor and customer). Deployment of such secured applications over their intranets and Internets is faster, less costly, and more effective than traditional EDI. (Source: www.tedhaynes.com)

Archie

A program that enables you to search for files anywhere on the Internet by filename. (Source: www.hyperglossary.co.uk)

Architecture

Design of a system and the way components fit together. (Source: IDM)

Arpanet

Advanced Research Projects Agency Network–the precursor to the Internet. It was created in 1969 by the US Department of Defence to conduct research into networking. (Source: www.jks.co.uk/mi/)

Art (paper)

Paper with a china clay content, giving characteristic smooth finish eminently suited to half-tone reproduction and four-colour work. (Source: www.hyperglossary.co.uk)

Artificial Intelligence (AI)

Artificial Intelligence is activity carried out by a machine that, if carried out by a human, would be considered intelligent. We can leave it to philosophers to discuss whether such an activity by a machine would be merely simulating intelligence and note that, from a practical point of view, simulating intelligence is just as good as actual intelligence. (Source: IDM Direct Marketing Guide)

Artwork

Material in its final layout, such as type, and illustrations, assembled in preparation for making the printing plate. (Source: www.jks.co.uk/mi/)

As Far As I Know (AFAIK)

An acronym used in online chat, e-mail, and newsgroup postings. (Source: IDM Direct Marketing Guide)

AS/400 and AS/400e

The AS/400 is IBM's successor to the System/36 and System/38. It is a midrange computer with its own operating system, OS/400. The operating system includes its own relational database. Able to run applications written for the System 36 and System 38, the AS/400 had a large number of applications available to users when it was launched. (Source: www.netlingo.com/)

ASA

Advertising standards authority (Source: www.jks.co.uk/mi/)

Ascender

The part of a lower case character which extends above the x-height. As in “b”, “d”, ‘If,”. See also Descend. (Source: IDM Direct Marketing Guide)

ASL (Age/Sex/Location)

An acronym used in online chat, e-mail, and newsgroup postings. (Source: www.netlingo.com/)

ASM

Advance self mailer. Self mailing piece sent in advance of main mail shot. (Source: IDM Direct Marketing Guide)

Assembly

Bringing together several individual items to form a complete product, such as the printing and the collation of the components of a calendar, or the assembly of film, etc. (Source: IDM Direct Marketing Guide)

Asymmetric Digital Subscriber Line (ADSL)

Short for asymmetric digital subscriber line, a new technology that allows more data to be sent over existing copper telephone lines (POTS). ADSL supports data rates of from 1.5 to 9 Mbps when receiving data (known as the downstream rate) and from 16 to 640 Kbps when sending data (known as the upstream rate). (Source: IDM Direct Marketing Guide)

Asynchronous

A communications system in which data transmission may start at any time and may pause repeatedly until it is complete. This contrasts with synchronous communications in which data is sent at a regular rate determined by a clocking signal. (Source: www.tedhaynes.com)

Attachment

A file which is transferred together with an e-mail message. For example, you might have a spreadsheet file that you wish to include with your e-mail message to someone. (Source: www.jks.co.uk/mi/)

Attention factors

Research-based factors applied to the BARB reported audience to allow for distractions or breaks in viewing. (Source: Computer Active)

Attitude

Mode of thinking, attitude or opinion, which predisposes people to a certain type of behaviour. (Source: IDM Direct Marketing Guide)

Audience research

Research carried out within an audience about an advertised product or service. (Source: IDM Direct Marketing Guide)

Audit

Verified number of visitors to a Website. Currently the Audit Bureau of Circulations provides Website audits through ABC/electronic. (Source: IDM Direct Marketing Guide)

Audit Trail

Information on the significant steps in the progress of a transaction which allows an auditor to determine that there are no errors in the reporting of the transaction. In electronic commerce a good audit trail can help resolve programming errors and discrepancies in the how a transaction is recorded by the parties to the transaction. (Source: Marketing Week)

Authentication

The process by which an entity is verified to be what it claims to be. For example, users may have to enter a password to show that they are authorised to have access to certain information. (Source: www.volta.net)

Author’s corrections

Updates or changes made to a promotional piece by the company being promoted prior to it being a completed by printing or loaded to a website. (Source: IDM)

Authorisation

The process where permission is granted by the card issuer (the financial institution) allowing the payment transaction to proceed. During this process the issuing bank checks that the card's available credit hasn't been exceeded. (Source: IDM Direct Marketing Guide)

Automated Clearing House (ACH)

Processes routine payments electronically, replacing the less efficient paper cheque system (Source: www.volta.net)

Automated Crime

The use of a software program to invade a system, commit a crime (e.g. illegal transfer of funds) and erase all traces of the crime, usually within a small fraction of a second. (Source: www.jks.co.uk/mi/)

Automated Fuel Terminal (AFT)

A system enabling a purchaser to pay for petrol at the pump normally using a credit card. (Source: IDM)

Automatic aknowledgement

Used as part of an e-mail system. This program sends a response when an e-mail is received. E.g. order receipt acknowledgement. (Source: IDM)

Automatic Data Capture (ADC)

The collection of data without human intervention as so reducing errors in datacapture.e.g. smart cards,bar coding, voice recognition and optical character recognition. (Source: IDM)

Avatar

Netspeak for the digital manifestation that humans take on when entering online "worlds" such as chat rooms and games sites. There are a number of UNIX machines where the name of the main user of the account is an 'avatar' rather than a 'root'. (Source: IDM)

Average contribution

The average total gross income per contribution from those responding to a mailing. (Source: www.hyperglossary.co.uk)

Average customer life

The average period of time (or number of buying seasons) during which a customer will continue to purchase. (Source: IDM Direct Marketing Guide)

Average issue readership

The total average number of readers for a magazine. (Source: IDM Direct Marketing Guide)

Average order cost

The total cost of orders, divided by the total number of orders. (Source: IDM Direct Marketing Guide)

Average order value

The total value of orders divided by the total number of orders. (Source: IDM Direct Marketing Guide)

Away From Keyboard (AFK)

An acronym used in online chat, e-mail, and newsgroup postings. (Source: IDM Direct Marketing Guide)

B-ISDN

A very high speed data communications service that supports rates of 1.5 million bits per second over fibre-optic telephone lines. See ISDN and bits per second in the hard copy dictionary. (Source: IDM Direct Marketing Guide)

B.P.I. Bytes per Inch

Bytes per inch are the number of characters that can be recorded on an inch of computer tape. (Source: www.netlingo.com/)

Back end

Has two meanings. Can be those fulfilment procedures carried out after the receipt of an order to complete a mail order transaction. Also the completion of a campaign or a job. Hence the back-end results or performance includes final figures for paid and unpaid orders. (Source: IDM Direct Marketing Guide)

Back number

Copy of a previous issue of a periodical. (Source: IDM Direct Marketing Guide)

Back test

A retest’ or ‘confirming test’ carried out when a sample test was of an acceptable level of success, but not so convincing as to go ahead immediately with full roll-out. (Source: IDM Direct Marketing Guide)

Back up

Marketing: Follow on or support activity for main marketing strategy. Printing: Act of printing the reverse side of a sheet. Information: A second safe copy of a file or data. Always keep a copy of an important work. (Source: IDM)

Backbone

A path through a network (such as the Internet) that has a very high capacity. By taking a large part of the network traffic over long distances it helps to speed up the network as a whole. (Source: IDM Direct Marketing Guide)

Bad break

Undesirable end-of-line hyphenation of a word. (Source: Computer Active)

Bait advertising

Advertising that offers unusually low prices for items in order to draw a customer into an online store where the low-priced item is usually not available. Then the customer is convinced to buy a similar but more expensive product. (Source: IDM Direct Marketing Guide)

Baltimore Technologies

A leading developer of information security products and services for e-commerce, and one of Ireland's best-known software companies. Merged with Zergo of the UK. Baltimore made e-commerce history in 1998 when President Clinton and Ireland's Taoiseach (prime minister) Bertie Ahern digitally signed an inter-governmental communique using security technology provided by Baltimore. (Source: www.uta.edu)

Bandwidth

This is generally used to describe a network connection's information-carrying capacity. It can refer to phone of computer networks, radio frequency signals and even monitors. The more bandwidth, the more users it can support and the more data those users can transmit and receive. (Source: www.netmeg.net)

Bangtail

A type of envelope generally referring to those formed (often as part of one-piece mailer or self-mailer format) with an attached perforated ‘tail’ used as an order or response coupon. Can also refer to where the perforated tail appears at the bottom of a letter. (Source: www.hyperglossary.co.uk)

Banker

A style of envelope with triangular shaped flaps suitable for reply envelopes but not for outer envelopes if required for use on mechanical mailing equipment. Also any envelope with a flap on the long side. (Source: IDM Direct Marketing Guide)

Banner

A graphic element, usually horizontal, on a Web page, used to title the page, head a new section, present a company's or advertiser's message, or provide a link to another page. (Source: IDM Direct Marketing Guide)

Barcode

The barcode is that small array of parallel rectangular bars used by supermarkets to identify goods at the checkout. The bars have varying widths and spacing: An optical scanner reads the pattern and converts it into a sequence of characters to give a unique code for each item. (Source: IDM Direct Marketing Guide)

Barfmail

Multiple bounce messages accumulating to the level of serious annoyance, or worse. The sort of thing that happens when an inter-network mail gateway goes down. (Source: www.jks.co.uk/mi/)

Base artwork

Artwork awaiting the addition of other elements, eg half-tone positives, before reproduction and colour mark-up. (Source: www.netmeg.net)

Base line

Horizontal line on which characters in a line of type appear to stand. (Source: IDM Direct Marketing Guide)

Base price

The price of one unit of a product at the point of its production or its resale. (Source: IDM Direct Marketing Guide)

Basic Input Output System (BIOS)

Every PC has a BIOS chip (pronounced byeoss), which means Basic Input Output System). The BIOS controls the basic features of a PC and tells the operating system, things like the time, date, and the size of your hard disk. (Source: IDM Direct Marketing Guide)

Basic rates

The price for television slots bought according to day and time of transmission. (Source: Computer Active)

Bastard size

Non-standard size (of material or format). (Source: IDM Direct Marketing Guide)

Batch

Method of computer processing where input data or computer programs are collected together prior to processing; A collection of captures and credits accumulated over a particular period which are waiting to be settled with the merchant's financial institution. 'Batch close' is the process of sending the batch to the financial instituiton for settlement. Organising into a single group increases the efficiency of the data transmisssion. (Source: IDM Direct Marketing Guide)

Batch-header

Batch-headers are used in batch control, when document information is standard, The batch-header is a code representing this information, saving repeated keying-in. (Source: IDM Direct Marketing Guide)

Batched job

A job grouped with other jobs on input into the computer, as opposed to a single job entry which is handled on its own. (Source: www.volta.net)

Baud

The baud rate was used as a measure of the speed of a modem. It has been replaced by bits per second. (Source: IDM Direct Marketing Guide)

BDMA

British direct marketing association. The association that represents direct mail producer houses, consultants and clients engaged in the use of direct marketing activity (not just direct mail). (Source: www.uta.edu)

Behavioural research

The study of human behaviour. Actions as opposed to opinions. (Source: IDM Direct Marketing Guide)

Bells and whistles

Means "all the extras possible" on a website, such as over-flashy animations and sound files. These are often unneeded or overpriced and distract potential customers. They might also require the latest Web browsers, and additional plug-ins. (Source: IDM Direct Marketing Guide)

Below-the-line

Opposite to above the line. Advertising media that used to be considered more as promotional channels, including direct mail, telemarketing, electronic media, displays, leaflets and brochures and sales promotion and other media. (Source: www.volta.net)

Benefit

The translation of a product feature into an advantage or use for a customer. (Source: IDM Direct Marketing Guide)

Beta Software

Software that has been developed to the point where it can be tested for reliability and usability in customer environments but not to the point where it can be broadly sold, used, or supported. Beta sites are customer sites where the software is tested. (Source: IDM Direct Marketing Guide)

Bible paper

Very thin, strong, opaque printing paper used where low bulk, or weight is needed. (Originally made for bibles.) (Source: www.volta.net)

Bill Presentment

The delivery of a bill or invoice to a client or customer for payment. Third party specialists compete with banks to provide electronic bill presentment over the Internet, especially for companies that serve large numbers of consumers (i.e. utility companies). (Source: IDM Direct Marketing Guide)

Bill stuffer

An additional promotional piece sent out with an invoice or bill. It may or may not be from the same company. (Source: IDM)

Bill-me-later

An invitation to be invoiced at a later date ie after goods have been delivered. (Source: IDM Direct Marketing Guide)

Billing series

Number of invoices and/or statements in a planned programme of mailings, especially for renewals. (Source: IDM Direct Marketing Guide)

Binaries

In the context of Newsgroups the term binary is used to refer to images/photographs that are attached to an Email message. More generally it is a term used in computing to describe files which do not consist of text. (Source: IDM Direct Marketing Guide)

Binder

Cover or container to store loose pages. (Source: www.hyperglossary.co.uk)

Bindery

The department of a printer (or separate specialist supplier) that binds and trims printed items. (Source: IDM Direct Marketing Guide)

Bindingv

Method of fixing together pages and covers of a publication to form a finished catalogue; Is also an affirmation by an IA or its LRA of the relationship between a named entity andits public key. (Source: IDM Direct Marketing Guide)

Bingo card

Otherwise known as reader service card. A reply card bound into a publication, which readers can complete to request literature, samples or general information from those companies that have either advertised or are referred to in the publication. (Source: www.jks.co.uk/mi/)

Bit

The basic unit of storage in a computer. It can only hold two values a 0 or 1. All data stored in computers: numbers, letters, images, etc are made up on bits. Bit is derived from Binary Digit. (Source: www.tedhaynes.com)

Bitmap

(.bmp) A type of graphic image made up of pixels (or tiny dots). Differs from other image formats in terms of image quality and colours. (Source: www.hyperglossary.co.uk)

Bits per second (Bps)

Bits per second. A measurement of speed of data transfer from one place to another. For example a 56,000 bps 8 modem can process 56,000 bits per second. (Source: Computer Active)

Black and white

Single-colour black originals or reproductions. Otherwise known as monochrome. (Source: www.hyperglossary.co.uk)

Blackbird

A multimedia authoring tool analogous to HTML. Blackbird was developed by Microsoft for developing content to be published on the Microsoft Network (MSN). It includes Standard Generalized Markup Language (SGML–see hard copy dictionary) and Object Linking and Embedding Technology (OLE) controls called OCXes. Helper applications developed by other companies can be linked to Blackbird using OCXes to present 3-D displays, editable spreadsheets, animation and other capabilities. (Source: IDM Direct Marketing Guide)

Blanket

A printing term, the blanket is a covering on a print machine cyclinder which is used to transfer the image to the paper. (Source: IDM)

Blanket-to-blanket

A term used to describe the method of perfecting on a printing press which transfers the ink onto both sides of the paper as it passes between two ‘blanket cylinders’ situated in opposition to each other. (Source: IDM Direct Marketing Guide)

Bleed

This refers to the printing that extends beyond the edge of the page. The bleed allowance beyond the trimmed size is usually 3mm. (Source: IDM Direct Marketing Guide)

BLHC

Bottom left hand corner. (Source: IDM Direct Marketing Guide)

BLHE

Bottom left hand edge. (Source: IDM Direct Marketing Guide)

Blind Certificate

A digital certificate which does not contain the name or other identifying information about the user to whom it is issued. Such a certificate can be used to verify some limited information about the user or to associate a user with a series of communications or transactions without revealing the identity of the user. Applications include revocable cash transactions and ongoing anonymous communications over the network. (Source: IDM Direct Marketing Guide)

Blind test

A type of market research using unidentified products where consumers indicate their preference and why. (Source: IDM)

Block

Engraved metal, wood etc. From which impressions are printed. (Source: IDM Direct Marketing Guide)

Block perf

Perforations impressed by rigid bar or block. (Source: IDM Direct Marketing Guide)

Blocking

To impress an image onto a book cover, spine or similar product with use of a block or type. Usually blocking is ‘blind’ and subsequently filled with gold leaf or similar material. It can be hot pressed using an acetate foil. (Source: IDM Direct Marketing Guide)

Blockmaker

Supplier who produces blocks for letterpress printing. (Source: IDM Direct Marketing Guide)

Blogger

See 'Blogging'

Blogging

Publishing a diary or personal log on the web (web-blogging) or mobile device (mo-blogging).

Blow-in card

A loose card with reply device inserted into a publication for advertising purposes. (Source: IDM Direct Marketing Guide)

Blow-up

An enlargement (either a photographic or printing term). (Source: IDM Direct Marketing Guide)

Board

General term for paper above an accepted grammage (220 or 225 gsm). Boards may be uncoated or coated one or both sides (Source: IDM Direct Marketing Guide)

Body (copy)

Type matter (text) filling the areas below the headline. The main body of the text. (Source: IDM Direct Marketing Guide)

Body (paper)

The combined ‘feel’, texture and weight of paper. (Source: IDM Direct Marketing Guide)

Body matter

The text of an advertisement. Also known as the body copy. (Source: IDM Direct Marketing Guide)

Bold

Heavier version of a typeface, as distinct from light or medium. Sometimes abbreviated to BF (bold face) (Source: IDM Direct Marketing Guide)

Bond

Type of lightweight paper weighing 80gsm or less used for general printing. (Source: IDM Direct Marketing Guide)

Book binding

The craft of fixing together the pages and covers of a book. (Source: IDM Direct Marketing Guide)

Book fold

A folding process to allow a correctly sequenced book format after stitching and trimming. (Source: IDM Direct Marketing Guide)

Bookmark

Netscape Navigator and some other browsers use Bookmark to refer to a link to a page that you can save because you think you are likely to revisit it. Internet Explorer call these Favourites. In the Microsoft use the term Bookmark they are talking about labelled locations within a document. (Source: IDM Direct Marketing Guide)

Boot

To load and initialise the operating system on a machine. (Source: Computer Active)

Border

A decorative design or rule around the text of a page. (Source: www.hasc.ca/)

Bottom line

This term is used in accounting to refer to the final figure on a ledger page. In direct marketing it is the cumulative result of test cells (expressed as either a percentage return or revenue quota). (Source: IDM Direct Marketing Guide)

Bounce back

A promotional offer sent to client or customer when fulfilling their order–‘bouncing back’ another offer to them. An effective technique to increase sales. (Source: IDM Direct Marketing Guide)

Bounce Message

Notification returned to sender by a site unable to relay email to the intended Internet address recipient or the next link in a bang path. Reasons might include nonexistent or misspelled username or a down relay site. Bounce messages can themselves fail, with occasionally ugly results. (Source: IDM Direct Marketing Guide)

BOWE (ing)

Finishing of continuous computer stationery by use of Bowe machinery. Bowe is a proprietary name. (Source: www.uta.edu)

BPO

Business process outsourcing. The general practice of using external services providers. Usually driven by the need for dedicated expertise or to reduces costs/overheads of services and functions.

Brad

‘British Rates and Data’ a monthly reference guide of advertising and media information. (Source: IDM Direct Marketing Guide)

Brand

A name or symbol chosen by a company to uniquely identify a set of products and/or services that the company has established or hopes to establish in the minds of its customers as an indication of certain levels of quality and trustworthiness. A brand name is usually legally registered as a trademark with a governmental organization to prevent other companies from using it. A brand is usually established in customer's minds through marketing, particularly advertising, and by satisfying customer experiences with the product or service. A brand is valuable to a company in encouraging repeat purchases and in extending the brand, with its aura of quality and trustworthiness, to new products and services. Examples of widely known and successful brands include Coca Cola (a trademark of the Coca Cola Company) and Amazon (a trademark of Amazon, Inc.). Branding (the establishment of a brand) is generally judged to be extremely important in electronic commerce because of the ease with which customers can find, compare, and do business with a wide variety of competitive companies offering similar products and service on the Internet. (Source: IDM Direct Marketing Guide)

Brand mark

A recognisable graphic or wording that identifies a brand such as a logo. (Source: IDM)

Brand name

The element of a brand that can be vocalised, ie words and numbers. (Source: IDM Direct Marketing Guide)

BRE

‘business reply envelope’. A pre-addressed envelope to be returned to the mailer. The mailer pays postage only on envelopes returned. (Source: IDM Direct Marketing Guide)

Break even

The level at which financial return equals expenditure. (Source: IDM Direct Marketing Guide)

BRHC

Bottom right hand corner. (Source: IDM Direct Marketing Guide)

BRHE

Bottom right hand edge. (Source: IDM Direct Marketing Guide)

Brick-and-Mortar

A traditional business operation that commonly deals with its customers face-to-face in an office or store that the business owns or rents (e.g. a retail store or a bank branch). Web-based businesses usually have lower costs and greater flexibility than brick-and-mortar operations. (Source: IDM Direct Marketing Guide)

Broadband Web

A vision of the future World Wide Web with high speed broadband connections to the home and desktop. The Broadband Web is expected to pose a significant threat to CD-ROM use and to favour high quality small independent multimedia developers who can afford to offer their products on the Web but who cannot afford to mass market a CD-ROM. (Source: www.tedhaynes.com)

Broadsheets

Publications which measure a maximum of 56 cm wide, and a minimum of 36 cm deep. Often used generally to describe large leaflets folded several times to a small finished size. (Source: IDM Direct Marketing Guide)

Broadside

An old-fashioned term meaning paper printed on one side only. (Source: IDM Direct Marketing Guide)

Brochure

A printed pamphlet which contains fewer pages than a book. (Derived from the French word ‘brocher’ meaning to stitch.) (Source: IDM Direct Marketing Guide)

Brochureware

1) A part of a website that provides an introduction to a company, contact information, and news about its products and services. 2) Advertising for planned but non-existent products. The advertising implies that the company is actively marketing and selling the product. This technique is sometimes used as a strategic weapon to lure customers into not making a commitment to a competitors price. (Source: www.news-observer.com)

Broker

An independent intermediary who brings buyer and seller together and provides specialised market information. (Source: www.uta.edu)

Broker

An individual or company that is an intermediary between a seller and a buyer. A stockbroker specializes in stocks, bonds and other investments. (Source: IDM Direct Marketing Guide)

Bromide

A photographic term used to describe a print made on bromide paper. (Source: IDM)

Browser

The software or "interface" through which users view the Web. A Web browser retrieves, displays and prints Web pages and their contents. The most popular browsers are Netscape Navigator and Microsoft's Internet Explorer. (Source: www.netmeg.net)

BST

In the UK, British Summer Time (BST) starts on the last Sunday in March and ends on the last Sunday in October. During this period, UK time is set one hour in advance of Greenwich Mean Time (GMT).

Bubble-pack

A type of packaging made of plastic bubbles to protect a product. (Source: www.jks.co.uk/mi/)

Buck slip

A dollar-bill-sized enclosure. It is generally used to announce a premium or discounted offer for early reply (USA). (Source: IDM Direct Marketing Guide)

Bug

An unwanted and unintended property of a program or piece of hardware, especially one that causes it to malfunction. (Source: IDM Direct Marketing Guide)

Bulk

Paper term used to describe the degree of thickness of a paper. (Source: www.hasc.ca/)

Bulk stock

Stock held in main warehousing location and usually despatched to secondary area for utilisation. (Source: IDM Direct Marketing Guide)

Bulk up

Term used when the body of a paper simulates that of a higher weight. (Source: IDM Direct Marketing Guide)

Bullet point

Typesetting term for a large dot used for emphasis. Also bull point eg ‘.’ (Source: IDM Direct Marketing Guide)

Bulletin Board System

(BBS) Originally a system on an individual computer that users or members would dial into to leave and read messages. These tended to be closed systems, where members would have to know the individual phone number to dial into and the number of the concurrent users would be limited by the number of phone lists into a particular board. Now the term is often used to describe a notice board or chat area of a website. There are more than 40,000 traditional BBSs worldwide. (Source: IDM Direct Marketing Guide)

Bursting

Act of separating continuous stationery. (Source: www.netmeg.net)

Business Process Re-engineering

Business Process Re-engineering (BPR) is the strategic analysis of business processes and the planning and implementation of improved business processes. The analysis is often customer centred and holistic in approach. (Source: IDM Direct Marketing Guide)

Business reply licence

Licence issued by the Post Office to use business reply facilities (see also BRE). (Source: www.jks.co.uk/mi/)

Business-to-business (B2B)

Business to Business. Direct communication from one business house to another. (Source: IDM Direct Marketing Guide)

Business-to-consumer (B2C)

Business to Consumer. Communication from a business to a consumer market. (Source: IDM)

Button

A small advertisement that can provide a constant presence on a Web site while costing considerably less than a banner. Buttons can build brand awareness and attract traffic to the sponsor's Web site but their message must be limited and simple. (Source: www.jks.co.uk/mi/)

Byte

The standard unit of measure for computer storage. It is the unit that holds a single character such as the letter "A" or the dollar sign "$". Languages such as Japanese and Chinese use two or more bytes for each character. Each byte consists of 8 bits to represent the character and one or more for internal computer purposes. (Source: www.netmeg.net)

C-commerce(Collaborative Commerce)

The collaborative, electronically enabled business interactions among an enterprise's internal personnel, business partners and customers throughout a trading community. The trading community could be an industry, industry segment, supply chain or supply chain segment. (Source: IDM Direct Marketing Guide)

C4, C5, C6, C7 (‘C’ series)

Envelopes with dimensions specifically to contain flat sheets of equivalent ‘A’ size paper eg C4 envelope holds flat A4 sheet. N.B Envelope is larger than sheet. (Source: www.hyperglossary.co.uk)

Cabbage letter

A letter with illustration/s ; a hybrid letter/leaflet. (Source: IDM Direct Marketing Guide)

Cable

One of the potential ways of opening up broadband access to interactive services. The key competitor is digital satellite. (Source: IDM Direct Marketing Guide)

Cache

An area of your computer memory or directory on your hard disk. This is the place where your browser stores WebPages you have already viewed. Then when you return to a page, the browser can grab this page from the cache, which is far quicker than downloading its elements from the Web again. This can save a lot of time. (Source: Marketing Week)

Call Detail Reporting (CDR)

1)The logging and reporting of details about each connection by users to a LAN through a network access server . 2) The logging and reporting by a PBX of voice or data calls made from the PBX to the Public Switched Telephone Network or vice-versa. (Source: IDM Direct Marketing Guide)

Calligraphy

The art of specialist handwriting (Source: IDM)

Camera ready

Type and line artwork pasted up into position ready for repro stage. Camera ready copy = CRC (Source: IDM Direct Marketing Guide)

Campaign

A term given to either advertising, promotions or sales. It describes a co-ordinated series of efforts built around a theme and designed to reach an identified goal one usually identified by a time-period eg Spring Campaign. (Source: IDM Direct Marketing Guide)

Campaigning charity

A charity which sees its major role as to lobby and canvass on a particular subject. (Source: IDM Direct Marketing Guide)

Cancel

Has two meanings. To remove a leaf in a book and replace it with another. Also those sheets used to replace cancelled leaves. (Source: IDM Direct Marketing Guide)

Cancellation

Notice to cancel bookings, eg Press advertisement space. (Source: IDM Direct Marketing Guide)

Cancellation notice

Notice given by a mail order buyer to a mail order company to cancel an order for merchandise. (Source: IDM Direct Marketing Guide)

Canvass

An expression used in some circles to denote a sales campaign or collection of opinions. (Source: IDM Direct Marketing Guide)

Caps

Short for capital or upper case letters. (Source: IDM Direct Marketing Guide)

Caps and smalls

Type consisting of capitals for initials and smaller capitals in place of lower case letters. (Source: IDM Direct Marketing Guide)

Caption

Written material (copy) to describe a picture or illustration. (Source: IDM Direct Marketing Guide)

Capture

The procedure for a previously authorised transaction once the merchant has shipped goods or services to the customer. The transaction triggers the movement of funds from the issuer to the acquirer and then to the merchant's account. (Source: IDM Direct Marketing Guide)

Card code

A combination of punched holes that represent a certain key code. (Source: www.volta.net)

Card rates

The costs for buying advertisement space as set out on the advertisement rate card. (Source: IDM Direct Marketing Guide)

Card Reader in the Dispenser (CRIND)

See automated fuel terminal. (Source: IDM Direct Marketing Guide)

Card sorting

General term for a technique (applicable to research or design, for example) for exploring how people group items, so that you can develop structures that categorise–and/or maximise the probability of users being able to find–items.

Card-deck

A series of promotional cards sent out as a pack to promote a range of products that have relevance to a particular target market. (Source: IDM)

Carriage

Another word for delivery, eg Carriage costs. (Source: IDM Direct Marketing Guide)

Cartridge

A tough, matt surfaced paper used in drawing books, display, book printing etc. Originally used for gun cartridges. Usually weighs more than 80gsm. Has good dimensional stability, high opacity and good bulk. (Source: IDM Direct Marketing Guide)

Cascading Style Sheets

A new feature being added to HTML that gives both the Web site developers and users more control over how the pages are displayed. With CSS, designers and users can create style sheets that define how different elements, such as headers and links appear. These style sheets can be added to the Web page. The term cascading derives from the fact that multiple style sheets can be applied to the same Web page. (Source: www.hyperglossary.co.uk)

Case history

Documentation of a particular marketing activity or series of activities generally for a single company or partners in a promotion. It is often used as a guide for future activity or as an example for others to follow. (Source: IDM)

Cash buyer

A mail order buyer who encloses a cheque or postal order with his order. Also used for credit card purchasers. (Source: IDM Direct Marketing Guide)

Cash discount

A deduction from the listed price often for payment within a given time-period. (Source: IDM Direct Marketing Guide)

Cash up-front

Where a product or service is charged for in advance (also known as pro forma). (Source: IDM Direct Marketing Guide)

Cash-with-order

As cash buyer. Also known as CWO. (Source: IDM Direct Marketing Guide)

Cast coated

A paper or board which has been coated and polished to a hard glossy finish to give the impression of varnishing or laminating. (Source: IDM Direct Marketing Guide)

Catalogue

A printed book or pamphlet which lists and describes merchandise for sale. (Source: IDM Direct Marketing Guide)

Catalogue buyer

A person who has bought one or more products from a catalogue. (Source: IDM Direct Marketing Guide)

Catalogue request

Has two meanings. Those who have asked for a catalogue. The request of a catalogue. (Source: IDM Direct Marketing Guide)

CD-ROM

Similar to a CD disc but containing electronic information. ROM–Read only memory- meaning that the information cannot be changed but is for reader access only. (Source: IDM)

Cello

A World Wide Web browser developed at Cornell University and integrated with gopher, WAIS, USENET and E-mail tools. (Source: Computer Active)

Census

The enumeration of all people or groups involved in survey. (Source: IDM Direct Marketing Guide)

Census tract.

An American term for a small geographical area, approximately 1200 households, containing a population with relatively similar economic and social characteristics. (Source: IDM Direct Marketing Guide)

Centre

To position type centrally in a given space, usually horizontally. (Source: IDM Direct Marketing Guide)

Centre spread

As Centrefolds. (Source: IDM Direct Marketing Guide)

Centred

Type which lies central across the width of a page or column. (Source: IDM Direct Marketing Guide)

Centrefold

The centre opening of a section (two pages) with consecutive page numbers. (Source: IDM Direct Marketing Guide)

CEPS

A unique standard for the global interoperability of smart cards, first developed by Visa before being handed over to the European Committee for Banking Standards. (Source: IDM Direct Marketing Guide)

Certificate

A document designed to address security issues such as authentication and non-repudiation when executing e-commerce transactions. The certificate contains information about the issuer (the certification authority), the certificate's owners, a public key, the period for which the certificate is valid, and the host to whom the certificate was issued. The token is designed in such a way that none of its details can be changed without invalidating the digital signature. (Source: www.hyperglossary.co.uk)

Certificate Authority

The CA or "Trusted Third Party" is an entity (typically a company) that issues digital certificates to other entities (organisations or individuals) to allow them to prove their identity to others. A Certificate Authority might be an external company such as VeriSign that offers digital certificate services or they might be an internal organisation such as a corporate MIS department. The Certificate Authority's chief function is to verify the identity of entities and issue digital certificates attesting to that identity. (Source: www.volta.net)

Certification path

The hierarchy of certificate authorities that vouch for a digital certificate issued to a user. The path runs from the issuing certificate authority to the root certificate authority. (Source: www.jks.co.uk/mi/)

Certified Delivery Server

A server which uses public key cryptography to provide a destination non-repudiation service, similar to certified mail. The server establishes that a message was received or that a good faith effort was made to deliver it. (Source: www.tedhaynes.com)

Chalking

The disfiguration of a printed image by rubbing under slight pressure caused by over-rapid absorption of ink solvent–leaving the pigment of ink on the paper surface. Most frequently encountered on papers with china clay content. (Source: IDM Direct Marketing Guide)

Challenge-Response

An authentication technique for smart cards. The customer is prompted (or challenged) to provide some private information (the response). The in-built security system presents a code (the challenge) to the user, which he or she enters into the smart card. This generates a new code (the response) that the user presents to log in. (Source: IDM Direct Marketing Guide)

Channel

An internet technology based upon server push which broadcasts information to Web browsers so that users can view the information passively, as with television, rather than interactively as in traditional Web use. This can relate to the physical medium or characteristics that distinguish one channel from another. (Source: IDM)

Channel Conflict

Channel conflict can occur when a company promotes or sells similar products through different channels to the same target market. e.g. books from a shop or from a website. It can cause problems of pricing and issues with the middleman. (Source: IDM)

Channel Definition Format

A specification developed by Microsoft and PointCast that defines when and how Web browser users receive information broadcast over the Internet using server push technology. (Source: www.tedhaynes.com)

Channel of distribution

Methods of distribution of goods or services from a manufacturer to a consumer. Eg. Retail outlets, mail order. It may or may not have a middle man (Source: IDM)

Character

A letter, figure or other type symbol. (Source: IDM Direct Marketing Guide)

Character count

The total number of both spaces and type in piece of copy. (Source: IDM Direct Marketing Guide)

Charge card buyer

A buyer who gives a charge card number, from which a seller receives payment. (Source: IDM Direct Marketing Guide)

Chat (Forum/Rooms)

A group of Internet users exchanging messages on a subject of common interest. Unlike Newsgroups all the participants are connected to the forum at the same time and the messages are displayed immediately for members of the forum to see. (Source: IDM Direct Marketing Guide)

Check Box

A small square box which, when clicked on, displays a cross or tick to show that an potion has been selected. (Source: Computer Active)

Check Card

See off-line debit card. (Source: Computer Active)

Check digit

A code digit, often a applied to a series of numbers to act as a check for accuracy of the number. (Source: IDM)

Check Image Interchange

The transmission of digitised images of checks between banks as part of the check clearing process. Since each check image requires approximately 40,000 bytes, images are not expected to replace paper checks soon. The first likely use will be as part of notification from one bank to another when the bank on which a large-dollar check is drawn decides not to honour the check and desires to provide the image of the check to the bank which originally accepted the check so that fraud or other problems can be rapidly investigated. Currently such notification is done by phone or Fed Wire. (Source: IDM Direct Marketing Guide)

Checking copy

Similar to a voucher copy, the checking copy is a publication sample sent to an advertiser to verify the appearance of an advertisement. (Source: IDM)

Cheshire

A one make of labelling machine. It cuts continuos stationery to label size and fixes it to material. (Source: IDM Direct Marketing Guide)

Cheshire label

A label produced by a Cheshire machine. Cheshire labels are printed in a continuous form in a special forma (generally 4 labels across and 11 down). (Source: IDM Direct Marketing Guide)

Chlorine-free

Paper that has been made without the use of chlorine in the production process. (Source: IDM Direct Marketing Guide)

Choking

Reproduction term for the way ink is controlled on overlapping areas of colour. (Source: IDM Direct Marketing Guide)

Chroma copy

A colour print made without a negative. (Source: IDM Direct Marketing Guide)

Chrome

Showy features added to attract users but contributing little or nothing to the power of a system. "The 3D icons in Motif are just chrome, but they certainly are pretty chrome!" (Source: IDM Direct Marketing Guide)

Chug

To run slowly; to grind or grovel. "The disk ids chugging like crazy". (Source: www.hasc.ca/)

Churn

The rate at which a customer leaves a service or site. This is a major concern for most business and online business try to provide a 'sticky' service and provide a regular interest to keep users revisiting or repurchasing. (Source: IDM)

Circulars

Notice or advertisement in any form to be distributed by post. An out-of-date description frowned upon by the direct marketing fraternity. (Source: www.volta.net)

Circulation

Has two meanings. The distribution of a publication. The number of copies sold per issue of a publication. (Source: IDM Direct Marketing Guide)

Clasp envelope

A type of envelope which is sealed by means of metal clip. (Source: IDM Direct Marketing Guide)

Classified (ad)

Newspaper or magazine advertisement which appears under specific heading, sold mostly at a rate per line and with no accompanying illustration. (Source: IDM Direct Marketing Guide)

Clean proof

A printer’s proof in which there are no errors or amendments. (Source: IDM Direct Marketing Guide)

Click

On the Web, the act of selecting and following a link by placing one's mouse cursor on the text, graphics, banner, or button identifying the link and depressing a button on the mouse. See click-through rate. (Source: The Daily Telegraph Business Manual)

Click Stream

The click stream shows the number and which webs sites a user has visited in a session or even more than one session. Additional information on the user can also be collected through the use of cookies. This infomation can be used in future visits to personalise the site to the interests of the user. (Source: IDM)

Click-through Rate

The percent of individuals viewing a Web page who click on a specific banner ad appearing on the page. Overall click-through rates have declined substantially since the early days of electronic commerce on the Web. (Source: Marketing Week)

Click-Wrap Agreements

Jargon used where an agreement is made by clicking onto a point and accepting a service or product. Terms and conditions for the agreement should be clearly stated within the website to be valid. (Source: IDM)

Clickthrough

The number of times users click on a online ad and go to the advertiser's site to sign up for something, to make a purchase, or just to get more information. Sometimes measured as a function of time (ad clicks per day), and often calculated by dividing the gross number of clicks by the gross number of advertising impressions served for a given campaign. (Source: Marketing Week )

Client

A client machine is a computer that operates by obtaining information or service from another machine–a Server. For example your machine with a Web browser on is a client machine. To obtain Web pages the browser goes to a Web server machine. The software that supports the operation of the client is known as client software. (Source: www.volta.net)

Client/server

Client/server computing divides the processing between two (or more) processors: The client makes requests that are carried out by the server. In a transaction-processing application the user would enter transaction details on the client computer and when all the details have been entered a message is sent to the server computer to register the transaction on a central database. Often the central database is far too large to reside on the client computer (typically a PC). Offloading some of the processing to the client computer (generating screen displays and initial validation of data) improves efficiency. (Source: www.rizzo.psychol.ucl.ac.uk)

Close up

Instruction on proof or text to reduce spacing between characters of type or other elements. (Source: www.jks.co.uk/mi/)

Closed Loop Reporting

The ability to measure the effectiveness of a particular ad on the Web by tracking which ad viewers actually bought which product, requested a catalogue, or took other specific actions on the Web site. (Source: IDM Direct Marketing Guide)

Closing out

The final results of a mailing or ad campaign. (Source: IDM)

Cluster

Group of people or items with an affinity. (Source: IDM Direct Marketing Guide)

Cluster analysis

A mathematical technique for grouping data into clusters with similar characteristics. (Source: IDM Direct Marketing Guide)

Cluster selection

A selection routine based on taking a regular sample of group of names in a series, eg The first ten names of every 100 on a list. (Source: IDM Direct Marketing Guide)

Cluster theory

The marketing theory which states that customers sharing demographic or other characteristics are likely also to share buying preferences. (Source: IDM Direct Marketing Guide)

CMW+

The first commercial implementation, by Security First Network Bank, of the trusted operating system. (Source: IDM Direct Marketing Guide)

Co-branding

Loosely, the appearance of two company names on a Web page or Web site, implying that a product or service is provided jointly by the two companies. Often the site belongs to a company with a significant customer base, market awareness or marketing power while the other company on the page or site is actually providing the bulk of the product or service. In another variety of co-branding, an advertiser provides information about its offering in the midst of ostensibly objective information on the site. (Source: IDM Direct Marketing Guide)

Coarse screen

A print term used to describe a newsprint type appearance. This is made up of a half-tone screen with up to 85 lines per inch. (Source: IDM)

Coated paper

Paper covered in substance eg china clay, to give it a smooth surface for half-tone reproduction. (Source: IDM Direct Marketing Guide)

Code

1. A cipher. A mathematical function for encryption and decryption (which see in the hard copy dictionary). 2. A software program or part of a software program. (Source: www.tedhaynes.com)

Coding

An identification reference added to material. It can be numeric or alpha or a combination of both. (Source: www.hasc.ca/)

Cold Fusion

A Rapid Application Development system that integrates browser, server and database technologies into Web applications created by the Allaire Corporation of Cambridge, Mass. Cold Fusion Web pages include tags written in Cold Fusion Mark-up Language that simplify integration with databases and avoid the use of more complex languages like C++ to create translating programs (Source: IDM Direct Marketing Guide)

Collate

To bring together pages etc. In a specified sequence eg for binding. (Source: Marketing Week)

Colour bars

Colour strips on four-colour proofs showing densities across a sheet. (Source: IDM Direct Marketing Guide)

Colour correction

Changing colour values in a set of separations at repro stage. (Source: IDM Direct Marketing Guide)

Colour proof

Full-colour copy of page for final checking before printing stage (Source: IDM Direct Marketing Guide)

Colour separation

Separating full colour into the four process colours, resulting in four films used to make printing plates (Source: IDM Direct Marketing Guide)

Colour swatch

A sample of a specified colour (Source: IDM Direct Marketing Guide)

Colour transparency

A full-colour photographic positive on film. Abbreviated to trans or tranny. (Source: IDM Direct Marketing Guide)

Colourguide/colour mark-up

Instructions on artwork indicating colour requirements (Source: IDM Direct Marketing Guide)

Comb binding

A method of binding loose sheets by punching slots and inserting a pre-formed plastic ‘comb’. (Source: IDM Direct Marketing Guide)

Commerce Interchange Pipeline (CIP)

Commerce Interchange Pipeline. A component of Microsoft Commerce Server that provides a software infrastructure for executing an array of components in a specified order. (Source: IDM Direct Marketing Guide)

Commercial

The fabled next stage of a company's Web development. As in "we're going to move towards a commercial Web presence in phase two". (Source: www.jks.co.uk/mi/)

Commoditisation

A jargon word for an increase in the number, availability, and similarity of products in a given category which tends to drive down the price of the products. Some people believe the rapid and easy access to information about products on the Internet will make markets more efficient, facilitate comparisons, increase competition, eliminate inconsequential differences between products, and drive toward commoditization and lower prices. Others believe that low marketing and distribution costs will enable companies to differentiate their products and establish a wide variety of niche markets. (Source: Marketing Week)

Common Gateway Interface (CGI)

CGI scripts are an important mechanism for making websites interact with databases and other programs. A CGI (or Common Gateway Interface) script is a small program written in a script language such as Perl. The script acts as the "glue" between a HTML page and other programs on your Web server. For example, when you type a request in a search page, the CGI script sends your search data to a database management system. Then the CGI script formats the results of that search as a new HTML page, which is sent back to your browser. (Source: www.hyperglossary.co.uk)

Common Object Request Broker Architecture (CORBA)

Common Object Request Broker Architecture. This specification from the Object Management Group provides the standard interface definition between OMG-compliant objects. (Source: www.jks.co.uk/mi/)

Communications Decency Act (CDA)

The "Communications Decency Act"–the CDA made it a federal crime in the USA to send a communication which is "obscene, lewd, lascivious, filthy, or indecent, with intent to annoy, abuse, threaten, or harass another person". It also threatened with imprisonment anyone who "knowingly" makes accessible to minors any message that "describes, in terms patently offensive as measured by contemporary community standards. (Source: www.jks.co.uk/mi/)

Community

In the context of the Internet and electronic commerce, people who participate in a online discussion group or bulletin board, or who return frequently to a Web site because of a common interest in a given subject. One business strategy developing on the Internet is to create a community and then sell access to the group for marketing purposes. (Source: Marketing Week)

Component

Components save a programmer from having to re-write code. A component can be large or small and can perform any kind of processing, but it must be re-usable and it must conform to set standards to allow interoperability between different components. Several standards exist to define component frameworks, including Microsoft's COM (Component Object Model) and DCOM (Distributed Component Object Model), and the multi-vendor CORBA (Common Object Request Broker Architecture). (Source: www.tedhaynes.com)

Component Object Model (COM)

Component Object Model. An open software architecture from DEC and Microsoft, allowing interoperation between ObjectBroker and OLE. Microsoft evolved COM into DCOM. (Source: www.jks.co.uk/mi/)

Compression

Technologies used to reduce the size of computer files travelling the networks and hence to increase the speed. Popular formats include ZIP, JPEG, GIF, MPEG and MP3 (Source: www.jks.co.uk/mi/)

Compumailer

A machine which turns continuous stationery into a personalised letter and envelope, encloses one inside the other and seals ready for mailing. (Source: www.netmeg.net)

Computationally Secure

A cipher is computationally secure if systematic analysis with available computing resources cannot break the cipher in a short enough time to allow exploitation. (See cipher in the hard copy dictionary.) (Source: IDM Direct Marketing Guide)

Computer Aided Design (CAD)

Computer Aided Design is the use of computers to assist the design process. Specialised CAD programs exist for various types of design: architectural, engineering, electronics, roadways, and woven fabrics to name a few. (Source: www.volta.net)

Computer Based Training (CBT)

Acronym for computer-based training, a type of education in which the student learns by executing special training programs on a computer. CBT is especially effective for training people to use computer applications because the CBT program can be integrated with the applications so that students can practice using the application as they learn. (Source: www.jks.co.uk/mi/)

Computer Telephony Integration (CTI)

Computer Telephony Integration (Source: IDM)

Concertina fold

Folding which alternates between one way and the opposite way as with a concertina. (Source: IDM)

Condensed type

A narrow typeface ie its width is less than its height. (Source: IDM Direct Marketing Guide)

Consumer Internet Privacy Protection Act of 1997

A law that regulates how interactive computer services can use personal information input by users. For the purposes of this bill, interactive computer services are essentially Internet service providers. See also data protection. (Source: IDM Direct Marketing Guide)

Contact Card

A smart card containing a micro chip identified by a reader to give access as required (Source: IDM)

Contact print

A photographic print made in contact with and therefore the same size as the negative. (Source: www.tedhaynes.com)

Contactless Card

A smart card which hides the microchip within the plastic and communicates through radio waves. Toll collection, where drivers hold their cards up to a reader as they pass, is the most common application. Contactless cards have been developed by AT&T Smart Cards and GemPlus Card International. (Source: IDM Direct Marketing Guide)

Content Centric Software

As distinguished from older processing-centric software in which content (data) is fed to the program, content centric software is embedded in or wrapped around content. It is oriented to dynamic documents and is generally designed to run over networks, including the World Wide Web. (Source: Marketing Week)

Continuity series

A type of series marketing where consumers are offered similar products over a period of time. (Source: IDM)

Continuous stationery

Paper produced in a reel or fan fold presentation with sprocket guide holes for use on a computer printer. (Source: IDM Direct Marketing Guide)

Continuous tone

An image in which the tonal gradation is produced by changes in density. (Source: IDM Direct Marketing Guide)

Contribution

Contribution to advertising costs, to overheads and/or profit ie the amount of revenue available to be allocated to these items of expenditure. (Source: IDM Direct Marketing Guide)

Control

A control is normally the standard promotional presentation of a product against which tests are evaluated to see if any improvement is made. (Source: IDM Direct Marketing Guide)

Control Panel

This is where many of Windows' settings can be viewed, Here you will find icons for most functions including printers, modems , and sound. (Source: IDM Direct Marketing Guide)

Convergence

The situation where distinct technologies begin to fit together. Similar to hi-fi separates. Increasingly popular as the ubiquitous TV set allows access to digital TV, interactive Web services, hi-fi audio and other services (Source: Computer Active)

Conversion

A marketing term for where your prospects or website visitors become buyers. (Source: IDM)

Conversion pack

The material sent out to an enquirer in the expectation of converting the enquiry to a sale. (Source: www.volta.net)

Conveyor

Normally a mechanical driven feed or delivery system working on belts or oscillating devices. (Source: IDM Direct Marketing Guide)

Cookie

A message given to a Web browser by a Web server. The browser stores the message in a text file called cookie.txt. The message is then sent back to the server each time the browser requests a page from the server. The main purpose of cookies is to identify users and possibly prepare customized Web pages for them. When you enter a Web site using cookies, you may be asked to fill out a form providing such information as your name and interests. This information is packaged into a cookie and sent to your Web browser which stores it for later use. The next time you go to the same Web site, your browser will send the cookie to the Web server. The server can use this information to present you with custom Web pages. So, for example, instead of seeing just a generic welcome page you might see a welcome page with your name on it. (Source: www.hyperglossary.co.uk)

Copy

Printing term for text. (Source: IDM Direct Marketing Guide)

Copyproof

Trade-name of photographic paper widely used throughout print trade to produce ‘bromides’. (Source: IDM Direct Marketing Guide)

Core

The driving power of a computer expressed in ‘K’ or Megabytes. (Source: IDM Direct Marketing Guide)

Cost Of Cracking Adjustment (COCA)

cost of cracking adjustment An adjustment in the strength of an encryption method over time to reflect that newer and faster computers are able to crack codes more rapidly. The adjustment is generally expressed as the bits that should be added to a key each year to maintain the cost of cracking the code at a constant level. (Source: IDM Direct Marketing Guide)

Cost per Enquiry (CPE)

The cost per enquiry is calculated by dividing the total cost of a mailing by the number of enquiries identified as from that mailing. (Source: IDM)

Cost-per-Click (CPC)

An assessment of web advertising prices based on the number of clicks on the ad. This does not work well for corporate or brand building type advertisements that are not clicked. (Source: IDM)

Cost-per-Thousand (CPM)

The cost in any given media for a thousand impressions. A term used in printing, publishing and also relating to web clicks.. (Source: IDM)

COTS products

Commercial-Off-The-Shelf products or services. This term is usually used in relation to technology products or services (for example, database solutions). (Source: IDM)

CPO (Cost per order)

Total cost of a mailing divided by the number of resultant orders received. (Source: IDM Direct Marketing Guide)

Crack(ing)

The act of breaking into a computer system; what a cracker does. Contrary to widespread myth, this does not usually involve some mysterious leap of hackery brilliance, but rather persistence and the dogged repetition of a handful of fairly well-known tricks that exploit common weaknesses in the security of target systems. (Source: IDM Direct Marketing Guide)

Crawler

A piece of software used to identify and access websites across the world wide web. (Source: IDM)

Crease

To impress paper or card with a blind rule to enable easy folding. (Source: www.hyperglossary.co.uk)

Credit Transfer

A transfer of funds in which the payer issues a payment order to the payer's own bank and the order is passed, possibly through intermediary banks, to the bank of the payee or beneficiary. (See debit transfer.) (Source: IDM Direct Marketing Guide)

CRM

(Customer Relationship Management) The discipline of organising business resources to enhance and personalise each customer encounter as part of a long-term strategy of profitable retention. (Source: Angus Jenkinson)

CRM

See Customer relationship management

Cromalin

A mechanically generated proof generally produced in small numbers. without using a proofing machine or making plates. It shows the colour of a printed item by building up the final colour using electrostatic techniques. (Source: IDM)

Crop

Cut part of a transparency or illustration to give better effect or to give a better fit. (Source: IDM Direct Marketing Guide)

Cross folds

Folds which are at right angles to the direction of the feed of paper through the machine. (Source: IDM Direct Marketing Guide)

Cryptography API (CAPI)

An application program interface (which see in the hard copy dictionary) that makes it easy for applications to use cryptography software developed by others. It facilitates application development, supports updating of the application code and the cryptography code independent of one another, and allows the use of different cryptography code for domestic sales (in the USA) and for export. (See export laws.) (Source: IDM Direct Marketing Guide)

Cryptoki

A standard application program interface that presents applications with a simple object view of a device called a cryptographic token. The logical token definition is independent of the underlying cryptographic technology. The Cryptoki Standard (also known as PKCS #11) was developed by RSA Data Security. (Source: www.tedhaynes.com)

Cursor

A marker that appear on the screen to show where the next character will be. This is the vertical flashing bar that appears on text entry. (Source: IDM)

Customer file

A file or list of customers, sometimes loosely used for members of Associations. (Source: Computer Active)

Customer Information Control System (CICS)

Customer Information Control System. A database handling system for mainframes. (Source: IDM Direct Marketing Guide)

Customer relationship management

(CRM) The discipline of organising business resources to enhance and personalise each customer encounter as part of a long-term strategy of profitable retention. (Source: Angus Jenkinson)

Cut-off (marketing)

A close date or period end. (Source: www.jks.co.uk/mi/)

Cut-off (printing)

The circumference of the cylinder on a web press. The effective maximum length of the impression paper is the circumference of the cylinder, less a gap where the plates join. (Source: IDM Direct Marketing Guide)

Cut-out

Illustration with any unwanted background painted out or removed ; an irregular shape. (Source: IDM Direct Marketing Guide)

Cyan

The blue colour used in process printing. (Source: IDM Direct Marketing Guide)

Cyber

From the Greek kybernetes, meaning steersman or governor. Originally a term from computer science then adopted by science fiction, particularly the work of William Gison, who is created with coining the term "cyberspace". Now a prefix to be applied to any word to signify a particular cultural familiarity with new media. As in cyber art, cyber punk, cybercrime and cybersex. (Source: IDM Direct Marketing Guide)

Cybermediary

An individual or organization that collects a fee for facilitating transactions over the Internet without taking ownership of the products or services sold. Also see Internet Transaction Broker. Examples include Web sites that provide many of the services of traditional real estate brokers and insurance agents but at much lower costs. (Source: Marketing Week)

Cyberspace

The world of the Internet. Cyberspace is used to talk about the Internet as if it is a real place. Thus just as you would say "in Japan cars drive on the left hand side of the road", you would say, "in Cyberspace you can contact experts in almost any subject area." (Source: www.volta.net)

CyberWallet

A technology for enabling secure transactions over networks developed by V-ONE Corporation and designed to run in conjunction with World Wide Web browsers. It will hold information on up to 16 credit cards or bank accounts. It is especially designed to prevent merchant fraud and is based on Secure Transaction Channel technology (see STC). CyberWallet has been licensed to Checkfree and Spyglass as part of the Electronic Business Co-op (EBC). See network payment system and Electronic Business Co-op in the hard copy dictionary. (Source: www.hyperglossary.co.uk)

DAB

Digital Audio (radio) Broadcasts

DAGMAR

'Defining Advertising Goals for Measured Advertising Results'. The CIM defines this as 'a model for planning advertising in such a way that its success can be quantitatively monitored'.

DAL

(Dedicated Advertiser Location) Interactive television advert space that enables the viewer to press their 'red' button to respond or access more information.

Dampers

Rollers, normally cloth covered, which dampen the non-image areas of a litho plate during printing. (Source: www.tedhaynes.com)

Data

A general term for information but particularly where used for input material for a computer. Also used for the trail left by surfers as they traverse the net. This can take the form of details released to sites in return for particular benefits, download decisions, and actions, which are automatically tracked by the service. (Source: Marketing Week)

Data capture

Information taken on to a computer system. (Source: Marketing Week)

Data element

Individual piece of information, eg Initial or birthplace. (Source: IDM Direct Marketing Guide)

Data Encryption Standard (DES)

Data Encryption Standard. A standard algorithm for encrypting data. (Source: IDM Direct Marketing Guide)

Data Mining

The analysis of data for relationships. With information supplied over the Net already in digital format, details can be loaded into databases where software can search for similarities, differences and patterns that can feed into marketing initiatives or launches. (Source: www.jks.co.uk/mi/)

Data Over Cable Interface Specification (DOCSIS)

Cable modem specifications set by the MCNS group of cable operators in North America (Source: Marketing Week)

Data processing

The manipulation of data using a computer. This may be to produce a mailing file and may include a series of processes such as deduplication, sorting for mailing and selection into different ways for different mailing packs. (Source: IDM)

Data Protection

The prevention of the passing of an individual's personal information from one computer system where the information legitimately resides to other computer systems without the consent of the individual. In the United Kingdom the Data Protection Act of 1984 requires the registration of every data user who processes personal information.This has been added to through the later Data Protection Act which became law in 2000. (Source: IDM Direct Marketing Guide)

Data Warehousing

Many businesses have several different databases containing information about various aspects of the business. A data warehouse uses an enterprise business model to combine the data and make it available in a consistent way so that enquiries can be made across the entire data set. (Source: www.volta.net)

Database

A collection of records retained permanently on computer, constantly updated and supporting a range of applications. Data may be added from other sources eg. Questionnaires, telemarketing reports etc. (Source: www.jks.co.uk/mi/)

Database Management System (DBMS)

Database management system. A suite of programs which typically manage large structured sets of persistent data, offering ad hoc query facilities to many users. They are widely used in business applications. (Source: IDM Direct Marketing Guide)

Database server

A stand-alone computer in a local area network that holds and manages the database. It implies that database management functions, such as locating the actual record being requested, is performed in the server computer. Contrast with file server, which acts as a remote disk drive and requires that large parts of the database, for example, entire indexes, be transmitted to the user's computer where the real database management tasks are performed. (Source: www.jks.co.uk/mi/)

Datamart

Subject-specific data warehouse normally used by one department or group of users in a company for a defined set of tasks. Small subset/extract from a datawarehouse for analysis. (Sources: Leventhal 2002, Dyche 2000)

Datawarehouse

Repository of subject-oriented, historical data designed to optimise analysis rather than transaction handling; used for regular extraction and analysis of data from large transaction databases. (Sources: Leventhal 2002, Dyche 2000)

Davac

A dry-gummed matt surface printing paper. (Source: www.jks.co.uk/mi/)

De-duplication

System of removing names and addresses which appear in a list more than once. (Source: IDM Direct Marketing Guide)

Dead Link

A World Wide Web URL that no longer points the information it was written to reach. Usually this happens because the document has been moved or deleted. Lots of dead links make a WWW page frustrating and useless and are the first sign of poor page maintenance. (Source: IDM Direct Marketing Guide)

Dead matter

Copy which is finished with, or which will not be used. (Source: www.science.uva.nl)

Deadlock

A situation wherein two or more processed are unable to proceed because each is waiting for one of the others to do something. A common example is a program communicating to a server, which may find itself waiting for output from the server before sending anything more to it, while the server is similarly waiting for input from the controlling program before outputting anything. (Source: IDM Direct Marketing Guide)

Deads

Delivery points that are no longer relevant, either as 'goneaways' , undeliverables or no longer at that address through movement or death. (Source: IDM)

Debit Transfer

A transfer of funds in which the payer issues a payment order to the payee, the payee takes the order to the payee's bank and the order is passed back to the payer's bank in exchange for the actual funds. Consumer payments by check are a type of debit transfer. (Source: IDM Direct Marketing Guide)

Dedicated Advertiser Location

See 'DAL'

Deep Link

A web link that takes a reader directly to a particular part of a site. It is often used s part of affiliate relationships where a partner wishes to offer a link to a product page. (Source: IDM Direct Marketing Guide)

Deep Space

Describes the national location of any program that has gone wrong. Especially used with programs that just sit there silently grinding along after either failure or some output is expected. "Uh-oh I should have gotten a prompt ten seconds ago. The program's in deep space somewhere." (Source: Marketing Week)

Deep-etch

The process of etching a litho plate below the surface for long-run work (Source: www.hasc.ca/)

Default Browser

The Browser that gets executed when you click on a link or any HTML file on your computer. (Source: IDM Direct Marketing Guide)

Definition

The degree of detail and sharpness in a reproduction (Source: www.hyperglossary.co.uk)

Degradation

The result of overloading a computer system to the extent that terminal operators are affected. (Source: IDM Direct Marketing Guide)

Delint

To modify code to remove problems detected when linting. (Source: IDM Direct Marketing Guide)

Delivery point

A description of an address or other location of where a delivery will take place, used both as a postal and general term. (Source: www.hasc.ca/)

Demilitarized Zone (DMZ)

An area of an organization's network which is open to the public over the Internet and is separated from the organization's private network by a firewall. The resources in the demilitarised zone are typically Web servers and are often outsourced by the organization to an Internet Service Provider which locates the DMZ at the ISP's point of presence (POP). (Source: IDM Direct Marketing Guide)

Demographics

In marketing, the description of a group of consumers, most often age, gender, household income, level of education, marital status, employment status, number of people in the household, and region of the country. More loosely, a description of any group of customers whether consumers or businesses. (Source: IDM Direct Marketing Guide)

Demography

The study of populations, their characteristics, movements, distribution, and changes. (Source: IDM)

Density

The number of characters contained in a specific area of magnetic tape. (Source: IDM Direct Marketing Guide)

Depth interview

Unstructured informal interview to ascertain attitudes and motivation. (Source: IDM Direct Marketing Guide)

Descriptive Billing

A system of credit card billing in which individual charge slips are not returned with the bill. Federal Reserve Board Regulation Z requires that if a charge slip is not enclosed, the bill must provide the date, the amount, the seller's name and the location where the transaction took place for each transaction. (Source: IDM Direct Marketing Guide)

Design

The presentation of a media form showing the general look of the layout, colour etc to indicate how the final product will appear. (Source: IDM)

Designation marks

Identification letters which confirm the sequence of a book, prior to its make-up. (Source: IDM Direct Marketing Guide)

Desk research

Research carried out by examining published material. (Source: IDM Direct Marketing Guide)

Desktop

The bottom-level window on a computer screen. The term was popularised by the Apple Mac interface, which made the space available for saving fonts, organising and personalising icons and programmes. It was adopted by Windows 95. Microsoft's Internet Explorer can be configured to replace the desktop, enabling access to the Web to be seamlessly integrated. (Source: IDM Direct Marketing Guide)

Desktop publishing

A custom-made, graphics-oriented microcomputer linked to a laser printer to produce high-quality documents with both copy and/or illustration. (Source: www.jks.co.uk/mi/)

Despew

To automatically generate a large amount of garbage on the net, especially from an automated posting program gone wild. (Source: IDM Direct Marketing Guide)

Dial-up

The most basic form of Internet access where an individual computer uses a modem to dial into a host server that serves as an on-ramp to the networks. Such connections are the most fragile because they at the mercy of phone systems. However, this is the most popular form of access for majority of home users and mobile professionals. (Source: Computer Active)

Dialogue Box

Displayed in Windows, normally used to display a message, which could be a warning, from the program user. At the bottom of the dialogue box are buttons: OK and Cancel are the two standard buttons. (Source: www.hasc.ca/)

Diary

A record of transactions or other behaviour as used in research. (Source: Marketing Week)

DID

Delay in delivery. (Source: IDM Direct Marketing Guide)

Die

Unlike crash, which is used primarily of hardware, this verb is used of both hardware and software. (Source: IDM Direct Marketing Guide)

Die cutter

A cutter which is specially shaped to punch out paper or card into irregular shapes. (Source: www.science.uva.nl)

Die-stamping

A type of printing where the characters are set in relief. Popularly known as embossed. (Source: IDM Direct Marketing Guide)

Differential Work Factor Cryptography

A technology embedded in Lotus Notes Release 4.0 that allows export of 64 bit cryptography without special permits (see export law) while assuring the US government that government agencies can decrypt messages encoded using the technology as easily as they can decrypt conventional 40 bit cryptography. The government generated a public/private key pair and gave the public key to Lotus. Lotus uses this public key to bind into each Lotus Notes 64 bit key a 24 bit work factor reduction capability. A cracker must still decrypt a 64 key. (See public key cryptography in the hard copy dictionary.) (Source: IDM Direct Marketing Guide)

Digital

On the surface, it is merely the opposite of analogue, enabling transmission, duplication and amplification without any loss of quality. CDs, most mobile phones and, of course, digital TV use the same language as computers, allowing convergence between them. But digital increasingly has a cultural significance similar to "e". In other words, it is used as a prefix designed to connote "new and more significant", as in digital marketing, digital business, digital arts and digital culture. (Source: IDM Direct Marketing Guide)

Digital Audio Video Interactive Council (DAVIC)

A committee which sets standards for digital transmission of multimedia in Europe. See DOCSIS. See transmission and multimedia in the hard copy dictionary. (Source: The Daily Telegraph Electronic Business Manual.)

Digital Cash

Electronic currency that only exists online. Companies developing this form of currency include CyberCash and DigiCash. With a participating bank–one which offers digital cash facilities–customers send them a cheque and then the bank sends special software that allows the customers to download "digital coins" to their PC and use it to make purchases over the Web. Another option is for a bank to offer a digital money account. (Source: www.tedhaynes.com)

Digital Certificate

A public key that has been digitally signed by a trusted authority (the financial institution) to identify the user of the public key. Digital certificates are used for encrypting information in online transactions. (Source: The Daily Telegraph Electronic Business Manual)

Digital Satellite System (DSS)

Short for digital satellite system, a network of satellites that broadcast digital data. An example of a DSS is DirecTV, which broadcasts digital television signals. DSS's are expected to become more important as the TV and computer converge into a single medium for information and entertainment. (Source: www.jks.co.uk/mi/)

Digital Signature

An electronically created signature that can be applied 'en masse' to letters to appear personalised. (Source: IDM)

Digital Subscriber Line (DSL)

A technology that allows the transmission of many forms of data, voice, and video for limited distances over the standard twisted-pair copper wire that is widely used to connect home and business telephone lines to telephone company central offices. DSL generally offers much higher transmission speeds than standard modems or ISDN but lower speeds (i.e. less bandwidth) than cable modems or T1 lines. Also see High Bit Rate Digital Subscriber Line and Other Digital Subscriber Line. See transmission, ISDN, bandwidth, and cable modem in the hard copy dictionary. (Source: www.jks.co.uk/mi/)

Digital Versatile Disk (DVD)

Originally called digital video disc, the name has changed to encourage the huge range of media that the new format can hold. A DVD can hold 28 times more information than a CD-ROM (up to 17 gigabytes of video, audio or other information), guaranteeing very high quality and capable of featuring full-length films and the like. Now in mainstream production. (Source: www.tedhaynes.com)

Dink

Said of a machine that is too small to be worth bothering with. (Source: IDM Direct Marketing Guide)

DirecPC

A service from Hughes Network Systems that uses a VSAT (which see) antenna and a PC card to capture satellite broadcasts and download large files at 1.5 to 2 Mbits per second. Requests for files are sent by users using modems over telephone lines. (Source: www.hasc.ca/)

Direct access

A means of accessing a point within a storage system without a sequentaill search. It goes straight to the required point of information. (Source: IDM)

Direct mail

Mail sent either to advertise or to sell goods or services. It is delivered by the Post Office. (Source: IDM Direct Marketing Guide)

Direct mail advertising

Advertising through the post (Source: IDM Direct Marketing Guide)

Direct mail shot

Single direct mail package (as opposed to series or campaign). (Source: IDM Direct Marketing Guide)

Direct marketing

The IDM's preferred definition is "The planned recording, analysis and tracking of individual customers' responses and transactions for the purpose of developing and prolonging mutually profitable customer relationships."

Direct response

Advertising or selling through any medium inviting the consumer to respond to the advertiser. (Source: IDM Direct Marketing Guide)

Direct response list

A list of known responders to direct marketing solicitations. This list may include those who have responded, but are not known mail order buyers. (Source: IDM Direct Marketing Guide)

Direct selling

Selling directly from producer to consumer without any intermediary. (Source: IDM Direct Marketing Guide)

Directories

A World Wide Web directory is a Web site that is used to locate websites and web pages in predefined areas of interest. For each of these predefined areas the directory provides a set of hypertext links to all Web pages that fall within that area of interest. (Source: IDM Direct Marketing Guide)

Directory

A structure for organizing files on a computer or on a network. Directories may be protected or shared using various methods for information security. Common directory structures include NetWare Directory Services, X.500 (a standard), and Banyan Vines. See file, network, and information security in the hard copy dictionary. (Source: www.hyperglossary.co.uk)

Directory Service Markup Language (DSML)

A language which allows XML enabled applications, particularly electronic commerce applications, to share information from a variety of directories without knowing the specific data formats for each vendor's directory. The language extends the LDAP (lightweight directory access protocol) to Web applications. (Source: www.jks.co.uk/mi/)

Discount pricing

A reduction from the list price, usually offered to those purchasing in bulk or paying cash with order. (Source: www.netmeg.net)

Discretionary buying/spending power

The amount of disposable income a person has left, after paying for fixed expenses and household needs. (Source: IDM Direct Marketing Guide)

Discussion Boards

Also known as newsgroups, forums, discussion groups and Internet discussion boards or IDBs. Discussion boards allow users to read all the messages left by other users on a particular topic and post new or follow-up messages. The fact that (unlike chat rooms) discussion boards don't happen in "real-time" can also be a significant advantage because people can participate without having to be online at the same time. (Source: IDM Direct Marketing Guide)

Discussion Group

An alternative name for the Newsgroups supported by Usenet. (Source: www.volta.net)

Disintermediation

Removing the middleman. The term is a popular buzzword used to describe many Internet -based businesses that use the World Wide Web to sell products directly to customers rather than going through traditional retail channels. By eliminating the middlemen, companies can sell their products cheaper and faster. Many people believe that the Internet will revolutionize the way products are bought and sold, and disintermediation is the driving force behind this revolution. (Source: www.volta.net)

Disk

A computer storage device for programs, data and documents. Disks can be small portable size for easy mobility of information. (Source: IDM)

Display

Advertising matter designed to a distinctive size or quality usually with illustrations on enhanced graphics. (Source: IDM Direct Marketing Guide)

Display face

A large typeface designed for display size advertisements, ie 14-point x height or more. (Source: IDM Direct Marketing Guide)

Display matter

Typography which is set apart from the text, eg Headings. (Source: IDM Direct Marketing Guide)

Distributed InterNet Applications Architecture (DNA)

Distributed interNet Applications Architecture. DNA is the application development model for the Windows platform. It specifies, for example, how to develop distributed applications and also how to enable existing data and external applications to support the Internet. (Source: IDM Direct Marketing Guide)

Distribution

Has two meanings. The process and structure by which goods are transferred from the seller to the buyer. A statistical term for frequency distribution, describing the spread of data. (Source: www.jks.co.uk/mi/)

Distribution centre

A technique used in warehouses enabling a company to keep an inventory and location control. (Source: IDM Direct Marketing Guide)

Distribution Channel

A method by which a manufacturer or software developer delivers its goods to customers and receives payment in return. A direct channel, whereby the company transacts business with its customers with no intermediaries, is common in business-to-business commerce and in catalog sales, direct mail, or telemarketing to consumers. Indirect channels may use any variety of distributors, resellers, retailers, agents, or other intermediaries. In many indirect channels the goods are marketed using the brand of the manufacturer while sales, installation, service, and customer support are provided by an intermediary. In the original equipment manufacture (OEM) channel the product often takes on a brand owned by the intermediary and often becomes part of a more comprehensive offering by the intermediary. By making it easy for customers to find and do business with manufacturers, electronic commerce often makes a direct channel more cost effective for the manufacturer than it had previously been. See channel conflict. (Source: IDM Direct Marketing Guide)

DL

An envelope size which is 110 x 220 mm. A size commonly used to take A4 material folded twice to one third. (Source: IDM)

DLS

See under 'Dynamic label segment' (a feature of digital radio broadcasting).

DMA

Direct marketing association, industry body for marketers and suppliers. (Source: IDM Direct Marketing Guide)

DMSB.

Direct mail sales bureau. Advisory body for marketers and their suppliers. (Source: IDM Direct Marketing Guide)

DMSSB.

Direct mail services standard board. Regulatory authority sponsored by royal mail. (Source: IDM Direct Marketing Guide)

DNP.

Do not promote. (Source: IDM Direct Marketing Guide)

Document Management

Document Management is concerned with the storage and retrieval of documents. In a large organisation there will usually be many different types of document. Some may exist on paper only and others may be stored in an electronically readable format. (Source: IDM Direct Marketing Guide)

Document Style Semantics and Specification Language (DSSL)

Document Style Semantics and Specification Language. Used to transform or style SGML documents. Similarly to how XSL is used with XML. (Source: www.jks.co.uk/mi/)

Document Type Definition (DTD)

A descriptor for a document which indicates the attributes of a particular type of document (Source: IDM)

Domain Name

Technical name for the site's main address (e.g. www.company.co.uk). Also known as a URL (Uniform Resource Locator). The last part (.uk, .com etc.) is the "top level domain". (Source: Marketing Week)

Domain Name System (DNS)

Domain Name System. This is the "telephone directory " of the Internet. Under the cover the Internet works by giving each website a unique address, known as the IP address. It is in the form of a series of digits separated by dots. When you click on a link or type in a URL (e.g. http:www.nmib.com), the Browser passes the URL to the DNS. It looks up the URL and obtains the IP address (in this case 195.12.2.199) and passes it back to the Browser. The Browser uses the IP address to locate the website. If you know the IP address you can type it in yourself. (Source: www.rizzo.psychol.ucl.ac.uk)

Domainist

Said of an Internet address because the part to the right of the "@" specifies a nested series of "domains" e.g. esr@snark.thyrsus.com specifies the machine called snark in the subdomain called thyrsus within the op-level domain called com. (Source: www.hyperglossary.co.uk)

Dongle

1) A security or copy protection device for commercial microcomputer programs. 2) Any physical electronic key or transferable ID required for a program to function. (Source: www.science.uva.nl)

Donor list

A charity's list of all persons, past and present that have donated to them. (Source: IDM)

Door-to-door

Street-by-street delivery of unaddressed advertising material through letterboxes. (Source: IDM Direct Marketing Guide)

Dot

The individual element of print from which a half-tone reproduction is made up, eg The dots which make up newsprint. Definition is measured in dots-per-inch or DPI. (Source: IDM Direct Marketing Guide)

Dot for dot

Reproduction of an already screened half-tone by photographing it as if it were fine line. (Source: IDM Direct Marketing Guide)

Dot matrix printer

A type of computer printer. It produces the required image by making a pattern of dots. (Source: IDM Direct Marketing Guide)

Dot spread

An accidental unacceptably enlarged dot size formation which occurs during printing. (Source: IDM Direct Marketing Guide)

Dots per inch (dpi)

The way resolution of scanned and printed images is measured as well as those displayed on a monitor. These pictures are made up of tiny dots. The more dots there are per inch, the better the image. (Source: IDM Direct Marketing Guide)

Double crown

British paper size 20” x 30”. Also d-crown. (Source: Computer Active)

Double page spread

Print which continues over two facing pages, as if they were one page. (Source: IDM Direct Marketing Guide)

Down time

Non-productive time when a printing machine is being maintained or made ready. (Source: IDM Direct Marketing Guide)

Download

Import a computer file, often via the Internet. (Source: IDM Direct Marketing Guide)

DPS

See double page spread. (Source: Computer Active)

Drift

Printing which has run off register usually due to mechanical or paper imperfection. (Source: IDM Direct Marketing Guide)

Drop

Laser printing term. The length from one perforation to the next. (Source: IDM Direct Marketing Guide)

Drop ship

An arrangement whereby marketers pass orders to manufactures to deliver goods direct to the consumer. (Source: IDM Direct Marketing Guide)

Drop-cap

Capital letters at the beginning of a paragraph which rise above or extend below the depth of the rest of the text line. A large initial capital at the beginning of a block of text. (Source: IDM Direct Marketing Guide)

Drop-date

Specified date upon which a mailing will be presented to the Post Office. (May also apply to Door to Door distribution.) (Source: IDM Direct Marketing Guide)

Drop-in

The superimposing of one piece of graphic material onto another, usually in processing stage of printing plates. (Source: IDM Direct Marketing Guide)

Drop-out

To take out specified areas of originating material during processing stage of printing plate preparation. (Source: IDM Direct Marketing Guide)

Drum

Cylinder bearing characters used in line printing. (Source: IDM Direct Marketing Guide)

Dry mounting

A type of photographic mounting which uses heat sensitive adhesives. (Source: IDM Direct Marketing Guide)

Dry test

A test whereby consumers are asked to order before the product has been manufactured. The manufacture only goes ahead in cases where the response will guarantee a desired profit level. Where this level is not met and the product never manufactured, compensation is given. (Source: IDM Direct Marketing Guide)

Drying time

The time taken for ink on a sheet to dry, so that other processes can be carried out on the sheet (eg Further printing, binding, etc). (Source: IDM Direct Marketing Guide)

DSN

Don’t say no. (Source: IDM Direct Marketing Guide)

Dual distribution

Using two channels to market a product. (Source: IDM Direct Marketing Guide)

Duality

The issuance of credit cards from both major bank card associations (Visa and MasterCard) by an individual bank. (Source: IDM Direct Marketing Guide)

Dummy

A brochure or promotional piece created as a mock version of the final piece to imitate weight, shape etc. (Source: IDM)

Dummy name

A unique name inserted into a mailing list to track list usage. (See also Decoy). (Source: IDM Direct Marketing Guide)

Dump

Transfer of a computer file either in or out of storage. (Source: IDM Direct Marketing Guide)

Dump letter

A mailing to a book or record company subscriber which offers all units in a series at a discount. (Source: IDM Direct Marketing Guide)

Dunning cycle

A series of reminder letters sent to prompt customers to settle their bill. (Source: IDM Direct Marketing Guide)

Dunning letter

Reminder letter to obtain payment for outstanding account. Usually a series, becoming more forceful the longer the overdue account remains unpaid. (Source: IDM Direct Marketing Guide)

Dupe

An abbreviation for duplication eg duplicate transparency film, plate, etc produced from the original. (Source: IDM Direct Marketing Guide)

Dupe elimination

A computer process run to eliminate all but one record, from a number of duplicates in a list. (Source: IDM Direct Marketing Guide)

Duplex

Printing on both sides in computer printing. (Source: IDM Direct Marketing Guide)

Duplication

Two or more names and address records for the same potential recipient when two or more lists are run against each other. (Source: IDM Direct Marketing Guide)

Dynamic HTML (DHTML)

A development to the basic mark-up language that makes documents accessible on the Web. Dhtml gives the page designer more control over fonts, positioning of elements and interaction. Dhtml pages can allow elements such as graphics to move across the page, text can respond to the user's actions, messages can change and so on. (Source: www.hyperglossary.co.uk)

Dynamic label segment

(DLS) Refers to the extra information available to digital radio (DAB) listeners via the LCD screen, such as: the name of the DJ, name of the song, advertisers’ phone numbers and web addresses.

E or e

The most used vowel in the new media language. Originally an abbreviation for "electronic ", "e" is now attached to any term, company name or business card to give it the illusion of wired capability. Examples include e-commerce, e-business and e-zine. (Source: www.volta.net)

E-cash

Electronic currency that substitutes for money in online transactions. E-cash can be passed along from person to person almost as if it were physical cash. By eliminating the need for transactions fees and minimum purchase levels, e-cash makes e-commerce much more affordable. In the Internet's early days there were serious security concerns over conducting commercial transactions where confidential information was transmitted. A problem using the Net is that any information sent from point A to point B often has to go through many other points in between, increasing the possibilities that someone else may intercept it. With e-cash the use of 128-bit encryption allows credit card account information to be safely transmitted over the Internet (Source: IDM Direct Marketing Guide)

E-commerce

Electronic Commerce is conducting commerce over the Internet, such as buying products or services from Web sites. (Source: www.volta.net)

E-mail

This is the grandfather of new media technologies and still the most widely used. Early commercial users often abandoned the technology for the brighter lights of the Web, only to return to the accessible simplicity of written communications.

E-marketing

The use of the Internet and related digital information and communications technologies to achieve marketing objectives. (Source: IDM)

E-zine

An electronic magazine–in other words a magazine on the Web (Source: www.volta.net)

EAN

European article number. (Source: www.hperglossary.co.uk)

Early payment discount

A reduction offered for payment on an invoice being settled within a specified period. (Source: IDM Direct Marketing Guide)

Echeck

A demand for payment sent electronically over a network by a buyer (generally a consumer) to a seller (generally a merchant) and sent on over a network to the seller's bank and thence to the buyer's bank. See ADC. See EDI in the hard copy dictionary.) (Source: www.volta.net)

Economic Profit

Return on investment in excess of the average cost of capital in the overall market. Alternatively, profits excluding profits from the increase in value of inventory which the company holds. (Source: www.hyperglossary.co.uk)

ECR

Electronic Cash Register (Source: www.jks.co.uk/mi/)

eCRM

Customer relationship management (which see) using or incorporating digital marketing and communications techniques.

EDGAR

Abbreviation for electronic data gathering, analysis, and retrieval system. A database available over the Internet that gives investors free and easy access to disclosure documents that publicly traded companies must file with the Securities and Exch

EDI

See Electronic Data Interchange

Edit

To change text, image or data prior to final production. (Source: IDM)

Editorial

The contents of a publication, apart from advertising space. (Source: IDM Direct Marketing Guide)

Editorial mention

A paragraph or two of editorial copy which is included in a publication (often a way of rewarding regular advertisers). (Source: IDM Direct Marketing Guide)

EDMA

European direct marketing association. (Source: IDM Direct Marketing Guide)

Electoral roll

The electoral roll is used to ensure a list contains correct addresses, or that the individual is listed (for credit scoring). (Source: IDM Direct Marketing Guide)

Electronic Bill Delivery

A system from Visa Interactive which enables banks to electronically deliver bills to consumers through the consumer's PC or telephones. Eventually the system will allow consumers to send electronic payments back through their banks to the biller's accounts receivable system. (Source: IDM Direct Marketing Guide)

Electronic Cheque system

A project by the FSTC that allows customers to write and sign secure cheques for transactions over insecure public networks, such as the Internet. The system uses crytographic processing in a PCMCIA card from Telequip Corporation to assure that the checks cannot be counterfeited or forged. (Source: www.tedhaynes.com)

Electronic Commerce

E-Commerce or Electronic Commerceis sale and purchse on line. Retailers often do not have a brick and mortar shop and it can be easy for customers to purchase directly from home or office. (Source: IDM)

Electronic Data Interchange (EDI)

Short for Electronic Data Interchange, the transfer of data between different companies using networks, such as the Internet. As more and more companies get connected to the Internet, EDI is becoming increasingly important as an easy mechanism for companies to buy, sell, and trade information. ANSI has approved a set of EDI standards known as the X12 standards. (Source: www.jks.co.uk/mi/)

Electronic Fax Filing

A offering of the Internal Revenue Service that allows taxpayers to file their tax returns on diskette or over a network. In 1994, 11.8 million tax returns were filed electronically or about 11% of all individual tax returns. The number was down 15.8% from 1993 because of increased IRS efforts to prevent the fraud which can be facilitated when tax returns are filed electronically. Fraud has caused the IRS to question its goal of getting 80% of Americans to file electronically by the year 2001. See RAL. (Source: www.jks.co.uk/mi/)

Electronic Funds Transfer (EFT)

Electronic Funds Transfer (Source: Marketing Week)

Electronic Funds Transfer at the Point-of-Sale (EFT-POS)

The automatic transfer of funds, using a debit card at a retail point of sale, from a consumer's demand deposit account to the retailer's account. EFT-POS transactions pass through the retailer's back office computer and, if the retailer is part of a chain, may also pass through the data centre of the retailer on its way to the EFT processor. (Source: www.jks.co.uk/mi/)

Electronic mail

E-mail is an internet form of sending messages and information electronically from one electronic address to another. Can be used as a promotional channel. (Source: IDM)

Electronic Payment Handling (EPH)

The banking system capabilities needed to support Echeck (which see) and capable of reducing bank costs. The logical providers of EPH are automated clearing houses (which see in the hard copy dictionary). (Source: IDM Direct Marketing Guide)

Electronic publishing

The publication and circulation of information in an electronic form. (Source: www.tedhaynes.com)

Electronic Rights

Copyrights extended to electronic media. (Source: IDM Direct Marketing Guide)

Element

The basic building block of an HTML document. When an element consists of a start tag, an end tag, and text or some other content it can also be referred to as a "container". An "empty element", such as that commanding a line break, has only one tag and no content. (Source: www.hyperglossary.co.uk)

Elite

Size of type for typewriters giving 12 characters per linear inch, 6 lines per vertical inch on standard space setting. (Source: www.tedhaynes.com)

Elliptic Curve Cryptosystem (ECC)

An alternative to the RSA encryption system which is based on the difficulty of solving elliptic curve discrete logarithm problems rather than on factoring large numbers. Developed and marketed by Certicom, ECC is especially suitable for environments, such as wireless devices and PC cards, where computational power is limited and high speed is required. For any given key size (measured in bits) ECC provides more security (is harder to decrypt without the key) than RSA. ECC is newer than RSA, has not developed as much supporting software, and has not been attacked for as long a time. (See RSA, encryption, key, bit, decryption, and Fundamental Tenet of Cryptography in the hard copy dictionary.) (Source: IDM Direct Marketing Guide)

Em

A unit of typographical measurement corresponding to the amount of line space occupied by a character as wide as the type is high. (originally the letter m.) See also en. (Source: www.tedhaynes.com)

Embossing

The process of printing with a relief finish. (Source: Computer Active)

Emergency Access Demonstration Program (EADP)

Emergency Access Demonstration Program A federal program to demonstrate the feasibility of using key recovery in federal business applications. (Source: IDM Direct Marketing Guide)

Emoticon

An acronym for emotion icon, a small icon composed of punctuation characters that indicates how an e-mail message should be interpreted. For example, a :-) emoticon indicates the message is meant as a joke and shouldn't be taken seriously. (Source: www.hasc.ca/)

Emulsion

A coating for film made up from light sensitive salts. (Source: IDM)

En

Typographical unit of measurement. 2 ens = 1 em. (Source: IDM Direct Marketing Guide)

Encapsulating Security Payload (ESP)

A fundamental element of IPsec that provides integrity, authentication, and confidentiality for IP datagrams. ESP works between hosts, between a host and a security gateway, or between security gateways. The support for security gateways (in Tunnel-mode) permits trustworthy networks behind a security gateway to omit encryption while using security gateways to obtain confidentiality for transmissions over untrustworthy network segments. In Tunnel-mode ESP encapsulates the entire IP datagram within the ESP. (See tunneling.) When there is no intervening security gateway, then the hosts may use the Transport-mode in which only the upper layer protocol data (e.g., TCP or UDP) is encrypted and there is no encrypted IP header. In Transport-mode ESP encapsulates an upper-layer protocol (e.g. UDP or TCP) inside ESP and then adds a cleartext IP header. This cleartext IP header is used to carry the protected data through the intervening networks. Transport-mode can reduce both the bandwidth consumed and the protocol processing costs for users that do not need to keep the entire IP datagram confidential or who encrypt the data in the host application prior to transmission. ESP works with both unicast and multicast traffic. (See integrity, authentication, confidentiality, datagram, encapsulation, host, cleartext, encryption, TCP, and multicast in the hard copy dictionary.) (Source: IDM Direct Marketing Guide)

Enclosure

An item included in a direct mail pack e.g letter, brochure, application form. (Source: IDM)

Encode/ing

To identify information by means of codes given to groups of characters. (Source: IDM Direct Marketing Guide)

Encryption

Encryption is a way of encoding data and documents in such a way that they cannot be read without knowledge of the key to be used for decoding the data. It also allows the recipient to know that the data has not been tampered with en route. (Source: Computer Active)

Encryption Engine

A device planned by Hewlett-Packard and Gemplus SCA that would support basic encryption capabilities in a computer when combined with a separately installable policy card (which see) that controls the strength of the encryption algorithm. The combination permits the volume production and export from the US, without State Department approval, of computers potentially able to support many levels of encryption while still allowing State Department control of encryption strength (by approval or denial of the policy card) on an individual customer basis. (See encryption, RC2 and RC4 in the hard copy dictionary.) (Source: www.jks.co.uk/mi/)

End fold

A fold or saddle stitched booklet which has folded edge on the shortside (landscape). (Source: IDM Direct Marketing Guide)

End leaf

Extra-strong paper used to hold the body of a book to its jacket. (Source: IDM Direct Marketing Guide)

Endorsement

Approval of one company given to another unrelated company. In direct mail this is often a recommendation from a company a customer knows, of a second, non-competitive company. (Source: IDM Direct Marketing Guide)

Endpaper

See End leaf. (Source: IDM Direct Marketing Guide)

Engraving

The etched printing plate for use in a litho press. Also, the print made from such a plate. (Source: IDM Direct Marketing Guide)

Enquirer

Person who responds to a direct response advertisement or selling device for further information. (Source: IDM Direct Marketing Guide)

Enquiry

A response to a direct marketing solicitation requesting further information. May also be called a lead. (Source: IDM Direct Marketing Guide)

Enquiry file

A file of those people who have requested further information from a company, but who have not (yet) placed an order. (Source: IDM Direct Marketing Guide)

Enterprise Application Integration (EAI)

Enterprise Application Integration. The integration of diverse enterprise business applications into "application networks". A new class of EAI software has been developed to automate integration functions such as interfacing with multiple applications, translating data structures and intelligently routing messages. (Source: IDM Direct Marketing Guide)

Enterprise Resource Planning (ERP)

Enterprise Resource Planning. Enterprise resource planning refers to any software system that permits organizations to manage resources across the enterprise and enables the integration of various standard operational functions. For example, human resources, payroll, and financial systems are enabled to "talk" to one another and share data. (Source: www.tedhaynes.com)

Enterprise Transaction Gateway (ETG)

An EDI gateway developed by CLT Appraisal Services and running on Windows NT which supports multiple messaging protocols and transaction formats. (Source: www.jks.co.uk/mi/)

Enumeration district

Basic area for collection of Census and Electoral Data in UK. It covers a geographical area of around 150 households. Census data is used for analysis and the Electoral Roll data can be used for mailing or cleaning and identifying aspects of other lists. (Source: IDM)

Envelope stuffer

Promotional material enclosed in an envelope already containing either business letters, invoices or statements. Environment The macro-environment is outside conditions, over which a company has no control. The micro-environment is the internal conditions within which a company operates (eg Management, staffing, etc.). (Source: IDM Direct Marketing Guide)

EPRM

(Electronic Prospect Relationship Management) Using databased technology to manage customer lead generation programmes and communications.

Erase

To rub out or overwrite data, eg On magnetic tape or disk. (Source: IDM Direct Marketing Guide)

ERP

See under "Enterprise Resource Planning".

ERTMA

The proprietary name for European inserting system both gravity and suction fed possibilities. (Source: IDM Direct Marketing Guide)

European Computer Driving Licence (ECDL)

European Computer Driving Licence – European wide qualification which enables people to demonstrate their competence in computer skills. (Source: IDM Direct Marketing Guide)

Evaluation

The analysis of the results of a test or operation. (Source: www.bcs.org.uk/)

Even pages

Left’–hand pages with even numbers (Source: IDM Direct Marketing Guide)

Event

1. An occurrence or happening of significance to a task or program, such as the completion of an asynchronous input/output operation. 2. A transaction or other activity that affects the records in a file.* (Source: IDM Direct Marketing Guide)

Event–driven

A kind of program, such as a graphical user interface, with a main loop which just waits for events to occur. Each event has an associated handler which is passed the details of the event, e.g. mouse button 3 pressed at position (355,990).* (Source: www.jks.co.uk/mi/)

Every-other-name

A test where alternate names receive a control and test mailing or advertisement, sometimes known as an A/B split. (Source: www.jks.co.uk/mi/)

Exclusive distribution

The practice where a manufacturer uses only one retailer or wholesaler in a given market. (Source: IDM Direct Marketing Guide)

Exclusive territories

The practice by which an intermediary is required by the manufacturer to sell only within an assigned area. (Source: IDM Direct Marketing Guide)

Executable File

A file with the extension .exe that will run on your PC when activated. They can be whole applications, such as Lotus SmartSuite, or smaller programs. (Source: IDM Direct Marketing Guide)

Exhibition lists

The list of names of visitors to an exhibition. (Source: Computer Active)

Exit Page

The last Web page an individual user looks at on a given Web site. Common exit pages are often identified in the log file. A Web merchant or publisher may modify the most common exit pages in order to induce viewers to stay on the site for a longer time. (Source: IDM Direct Marketing Guide)

Expanded type

A type face that is extended horizontally to give a wider than average size. (Source: IDM)

Expansion Card

Can be fitted in a PC to increase functionality. Examples include modems, graphics and soundcards. (Source: IDM Direct Marketing Guide)

Expansion Slot

Electrical connector fitted to the motherboard that lets an expansion card plug into the computer. (Source: Computer Active)

Expiration date

A closing date given in copy to motivate the reader to respond to an offer. (Source: Computer Active)

Expire

A term for a former subscriber (eg To a magazine series) who has not renewed. (Source: IDM Direct Marketing Guide)

Exploded view

A drawing of an object which shows the individual parts in three dimensions. (Source: IDM Direct Marketing Guide)

Export Law

A United States export law, administered by the Department of State, forbids the export of cryptography software or hardware using a key (which s ee in the hard copy dictionary) longer than forty bits without a permit. Export to subsidiaries of US companies is permitted. The law exists primarily to prevent hostile groups from encrypting messages which the US intelligence agencies (See National Security Agency) will have difficulty decrypting. With the increasing speed of computers forty bit cryptography is considered relatively weak and has, in fact, been broken. The cryptography industry is pressing the government to change the law so that US companies can export cryptography which is competitive worldwide. (Source: IDM Direct Marketing Guide)

Exposure

See impression. (Source: IDM Direct Marketing Guide)

Extended type

Typeface with characters wider than the normal roman type. Term expanded also used. (Source: www.tedhaynes.com)

Extensible Authentication Protocol

A framework for handling a variety of Point-to-Point Protocol authentication methods including cleartext, challenge/response, and arbitrary dialogue sequences. (See Point-to-Point Protocol, authentication, and challenge/response authentication in the hard copy dictionary.) (Source: IDM Direct Marketing Guide)

Extensible Forms Description Language (XFDL)

A protocol for creating and using legally binding Extensible Markup Language documents. The forms contain all the data, presentation, computational logic, and business semantics for a specific transaction and is signed digitally. XFDL may transform electronic data interchange (EDI) into a Web-based infrastructure. See digital signature and electronic data interchange in the hard copy dictionary. (Source: www.tedhaynes.com)

Extensible Markup Language (XML)

Extensible mark up language is a document description language used on web pages or applications. IT enable HTML to be more flexible and allows additional description such as 'price' and 'customer' to be added to a document. (Source: IDM)

Extract

A section of a printed item that is shown as a quotation and may be included as such in another published item. Should be shown as different to the main text either by typeface or size. (Source: IDM)

Extramercial

Adverts/banners located in the extra space in the right column of Internet web pages.

Extranet

An extranet is a private site which is accessed by a limited group of users over the Internet. Access to Extranet sites is restricted by password or other means (Source: www.voltapublishing.com)

Eyeball

To look over a rented mailing list to ensure that the names are genuine/satisfactory/as described. (Source: www.jks.co.uk/mi/)

Eyeballs

Ad industry speak, a quaint reference to the number of people who lay their eyes upon specific advertisements or online content. (Source: IDM Direct Marketing Guide)

 

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