Target Marketing’s Direct Marketing Glossary
Integrated Services Digital Network (ISDN): International standards for telephone transmission.
Interactive Voice Response (IVR): Recorded or digitized text messages that can be accessed electronically by using a telephone.
International Priority Airmail (IPA): A volume, lower-cost First-Class Airmail service provided by the U.S. Postal Service.
International Surface Airlift (ISAL): A bulk service from the U.S. Postal Service for printed matter and small packets. Mail sent by ISAL travels from the United States to the destination country by air. It is then entered into the domestic postal stream of that country, from which it travels by surface to its final destination.
Internet: A global network connecting more than 100 countries and millions of computers.
Internet Service Provider (ISP): A company that provides access to the World Wide Web.
IP Addresses: Internet Protocol addresses. A unique number assigned to each device connected to the Internet.
ISP: Abbreviation for Internet Service Provider, a company that provides access to the World Wide Web.
JPEG: Abbreviation for Joint Photographic Experts Group, a lossy compression technique used for color images on the World Wide Web.
Keycode: A set of unique alphabetical/numeric characters recorded on the response device, so that its return tells the marketer which list produced the response.
Labels: Paper printed with a name and address that is affixed to a mailing piece and serves as the mailing address vehicle. Different types of labels include: peel-off or pressure-sensitive labels, gummed labels and paper (or Cheshire) labels.
Laid Finish: A paper with a translucent pattern of lines running both parallel to, and across the grain.
Landing Page: A Web page viewed after clicking on a link within an e-mail.
Laser Printing: Similar to a photocopy machine, the laser printer uses a laser beam, toner and fuser to “etch” the image onto a photoelectric drum.
Lead (sometimes also referred to as a qualified lead): An inquiry that has met the agreed-upon qualification criteria, such as having the right budget, decision-making authority, need for the product or service, and readiness to make the purchase.