Target Marketing’s Direct Marketing Glossary
Gloss: The measure of a sheet’s surface reflectivity.
Halftone: A printed picture that uses dots to simulate the tones between light and dark.
Hard Bounce: A message sent to an invalid, closed or nonexistent e-mail account.
Hexachrome: A proprietary color separation process, developed by Pantone, that uses six instead of four process colors.
HIPAA: Under the Health Insurance Portability and Accountability Act, healthcare entities must take specific steps to protect the privacy and personally identifiable information of their patients, including names and diagnoses. The Act is enforced by the U.S. Department of Health and Human Services’ Office of Civil Rights.
Hotline Names: Most recent buyers on a list.
Housefile: Commonly referred to as a “customer list,” a housefile is a consolidated database containing each customer’s name, address and summarized order information.
Householding: The process of identifying individuals on the customer database residing at the same address.
HTML: Abbreviation for Hyper Text Markup Language, which is the language used for creating documents on the World Wide Web.
Hyperlink: An element in an electronic document, when clicked on, links to another place in the same document, or to an entirely different document.
Imposition: Assembling printed matter in a way that results in pages appearing in correct sequence.
Inbound Contacts: Phone calls, e-mails or other types of customer contacts that come into a contact center.
Indicia: Imprinted designation on mail that denotes postage payment (e.g., permit imprint).
Ink: A combination of pigment, pigment carrier or vehicle, and additives.
Ink Absorption: A paper’s capacity to accept or absorb ink.
Ink Jet Printing: Printing technology that uses jets of ink droplets driven by digital signals to print the same or variable information directly on paper without a press- or copier-like device.
Insert Media: Any means of reaching consumers via print other than by using solo direct mail and space advertising, including: cooperative mailings, card decks, package inserts, statement stuffers, blow-ins/bind-ins and free-standing inserts (FSIs).