Target Marketing’s Direct Marketing Glossary
Enhancement: Any additional information that can be appended to a list to increase its value to the mailer.
Euro: The new single currency of 12 of the 15 European Union member states that make up the Economic and Monetary Union (EMU).
Exchange: When two mailers agree to share their lists via a trade rather than charging the regular fee.
Firewall: A program or programs that keep unauthorized users or messages from accessing a private network.
Flash: Animation Technology used on the World Wide Web.
Flat Rate: A flat, or fixed, fee to rent an entire list/file.
Flexography: A direct (not offset) printing method that uses relief plates, similar to rubber stamps, which are made from rubber or photopolymer. The flexible plates are wrapped around a cylinder on the printing press.
Foil Stamping: To cover paper with a thin, flexible sheet of metal or other material. Stamping separates the foil from the plastic and makes it adhere to the paper.
Free-standing Insert (FSI): A promotional piece that is loosely inserted into a newspaper or magazine.
Freemium: A free gift included in the mailing package, intended to increase response.
Fulfillment: All activities related to the processing of information requests and product/service orders that come in via mail, phone, fax and Internet. Also see Literature Fulfillment, Subscription Fulfillment and Product Fulfillment.
Gatefold: Two or more parallel folds on a sheet of paper with the end flaps folding inward.
Geocoding: The process of appending latitude and longitude coordinates to a database record so it can be properly placed on a geographical map.
GIF: Abbreviation for Graphics Interchange Format, a graphics file format used on the World Wide Web.
GLB: Signed into law in 1999, the Gramm-Leach-Bliley Act regulates how financial institutions can disclose consumers’ personal information to non-affiliated third parties. GLB also requires financial institutions to provide privacy notices to consumers and customers.