The entering of names, addresses and other information into a data storage and retrieval system. Data can be entered via manual keying, electronic data transfer or by scanning.

See List Services

Legislation regulating the collection and dissemination of personal data. The European Data Protection Directive requires specific measures be met before data are transferred outside the European Union (EU).

A file that is maintained on a computer comprised of pertinent information such as a company's prospects or customers. The file can serve multiple applications and be manipulated for various purposes. The following definitions apply to databases used for direct marketing purposes:
• Database Analysis Interpreting information within the database in order to gain customer insight and improve marketing efficiency.
• Commercial Database Management Professional management of large compiled databases for list segmentation and rental.
• Database Modeling Using statistical techniques in order to predict future customer behavior.

List information including counts, demographics, pricing, etc.

(n.) A hyperlink either on a Web page or in the results of a search engine query to a page on a Web site other than the site’s home page. Typically, a Web site’s home page is the top page in the site’s hierarchy, and any page other than that is considered “deep.” For example, if a Web site linked to the Webopedia page http://www.webopedia.com/Term/D/deep_link.html, this would be considered a deep link because the site linked to one of Webopedia’s pages other than its home page, http://www.webopedia.com. Some in the industry have opposed the proliferation of deep links as they drive users away from a site’s home page where there are advertisers paying for space based on page views. (v.) To link to a page on a Web site other than its home page.

See List Services

Social and economic information about human populations including age, sex, income, education, type of residence, ownership of cars, etc.

A design which is engraved onto a steel block, which is then inked and pressed against the paper, creates the image.

See Pre-Press Services

Process of entering mail directly into another country’s mail stream. Mail that is sent direct injection goes directly to the designated country’s post office and receives a local indicia and return address.

Using the Royal Mail to deliver your message. Can be used for consumer and for business-to-business offers.

All of the marketing expenses, including labour, associated with producing, printing and mailing a catalog.

See Mail Preference Service

See Telephone Preference Service

Short for Document Object Model, the specification for how objects in a Web page (text, images, headers, links, etc.) are represented. The DOM defines what attributes are associated with each object, and how the objects and attributes can be manipulated. Dynamic HTML (DHTML) relies on the DOM to dynamically change the appearance of Web pages after they have been downloaded to a user's browser. Unfortunately, the two leading browsers -- Netscape Navigator and Microsoft Internet Explorer -- use different DOMs. This is one reason why their respective implementations of DHTML are so different. Both companies have submitted their DOMs to the World Wide Web Consortium (W3C) for standardisation, which now has the daunting task of specifying a standard DOM without alienating either of the browser giants. The W3C's DOM specification will support both HTML and XML.

A sticker, usually round, that’s affixed to a catalog cover (or printed directly on the cover) that touts a special offer or message to customers.

Three folds of a page to produce four equal lengths sections.

Direct Response Television is the liveliest medium in that is can show products actually in use. Unlike brand advertising or general advertising on TV--which is designed to create awareness--DRTV attempts to change behavior by getting people to call a toll-free number or log onto a Web site.