Target Marketing’s Direct Marketing Glossary
Rich Media: Creative that includes streaming video, animation and/or audio.
Ride-along: Advertising piece placed in a catalog, circular, etc. mailed from another company.
Risk Analysis: A technique to identify and assess factors that may jeopardize the success of a project or achieving a goal. This technique also helps define preventive measures to reduce the probability of these factors from occurring and identify countermeasures to successfully deal with these constraints when they develop.
Safe Harbor: An agreement negotiated by the U.S. Department of Commerce and the European Commission that enables a U.S. company to receive data from Europe by voluntarily submitting to regulation by a U.S. government office.
“Sample mailing required”: A disclaimer on datacards requiring list renters to provide list owners with a sample of the marketing piece for review. This practice is to screen out potentially inappropriate, questionable or competitive offers.
Sample Pack: Inserts accompany product sample packages, or “goody bags,” which are then distributed within specific markets.
Scanning desktop, high-end, mid-range: Electronic process used to make color and tone-corrected separations of images.
Scoring: Pressing a channel into a sheet of paper to allow it to fold more easily.
Sectional Center Facility (SCF): A postal facility that serves as the processing and distribution center (P&DC) for post offices in a designated geographic area as defined by the first three digits of the ZIP Codes of those offices. Some SCFs serve more than one 3-digit ZIP Code range.
Seeding: False or “dummy” names are added to a mailing list as a way to check delivery and to uncover any unauthorized list usage.
Segmentation: A process of dividing a market into smaller pieces based on demographic, psychographic or behavioral patterns.
Selects: Demographic data compiled/used to mail into a more specific segment of a list, e.g., specific states on a national list. A select charge, a fee to pull specific data, typically is applied.