GLOSSARY OF MARKETING TERMS
Used to describe ‘traditional’ marketing activities that
do not require a direct response but instead build awareness of
goods or services, e.g. television and radio, posters and press.
Advertising or other promotional activity (e.g. public relations)
whose primary purpose is to increases general knowledge of the company,
and to make people feel more positive towards it.
A term applied to marketing that carries a response mechanism. This
includes coupons, DRTV and telemarketing (verbal responses).
Written instructions given to the supplier or suppliers before commencement
of a project. This document details the project objectives, reporting
procedures, timescales etc.
Marketing activity directed from one business to another (as opposed
to a consumer).
Lists of business contact details used for marketing purposes, e.g.
telemarketing. These lists are available in either electronic format
or on labels.
The process of contacting a person (known as a prospect) that has
no prior relationship with you, e.g. a telemarketing bureau calling
from a previously uncontacted database.
A list (database) of people who have no prior relationship with
the advertiser. Cold lists are used as a method of generating sales
leads.
Using a customer’s buying history to select them for related
offers, e.g. a car alarm for new car buyers.
This can range from a simple list of names and addresses (on paper
or in electronic format) to detailed profile data.
The process of keying-in or scanning data into an electronic format.
The process of telephoning an individual / business to verify the
contacts name, job title and address prior to a mailing.
The identification and removal of duplicate names and addresses
from a database.
A personally addressed advertising piece sent through the post.
The physical folding and insertion of printed materials into an
envelope. This process can be carried out by hand or by machine.
A telephone call made after the initial mailer has been sent with
the objective of increasing impact and the response rate.
A term used by telemarketing agencies to describe when hot sales
leads are passed on to the client for them to pursue.
‘Extras’ designed to increase response rates to a marketing
message, e.g. a prize draw.
The process of finding people (consumer or business) with a qualified
interest in a certain product or service.
This can range from a simple list of names and addresses (on paper
or in electronic format) to detailed profile data.
A specialist who acts as an intermediary between the list owner
and the list buyer.
The process of gathering names and addresses and compiling them
into a database for direct marketing purposes (e.g. telemarketing)
The process of renting a list of names from a broker or list owner.
A personalised advertisement sent through the post.
Merging a mailer template with contact details in order to personalise
a mailer.
The Market Research Society defines research as follows:
The collection and analysis of data from a sample of individuals
or organisations relating to their characteristics, behaviour, attitudes,
opinions or possessions. It includes all forms of marketing and
social research such as consumer and industrial surveys, psychological
investigations, observations and panel studies.
A list of contacts who have been identified and/or qualified as
being a potential customer.
The level of replies to a particular campaign. Usually portrayed
as a percentage.
The addressing of a mailer to a particular individual, e.g. Dear
Mr White.
The list owner's own details placed into a mailing list in order
to identify whether a rented list is being used more than the agreed
level.
Outbound telemarketing is the process of telephoning potential customers
from a targeted list of names (database).
Inbound telemarketing is where respondents reply to a telephone
number, usually as a response to a mailer or an advertisement.
The defining reasons that provide a competitive advantage over the
competition.
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