Target Marketing’s Direct Marketing Glossary
Spot Color: Single colors applied to printing when process color is not necessary (i.e., one, two and three color printing), or when process colors need to be augmented (i.e., a fluorescent pink headline or a metallic tint).
Spyware: Any application that may track a person’s or organization’s online and/or offline PC activity and is capable of locally saving or transmitting those findings to third parties, sometimes with but more often without their knowledge or consent.
Statement Stuffers: Freestanding inserts placed in the monthly billing statements from other reputable companies.
Stochastic: Printing method that uses randomly placed dots. Also called FM screening.
Subscription Fulfillment-a specialized service for periodical publishers. Services include maintaining the subscriber list, generating invoices and renewals, and recording payments.
Take-ones: Promotional literature found in racks, often at the grocery store.
Telephone Preference Service (DMA TPS): A service of the Direct Marketing Association for consumers who want to have their names removed from telemarketing lists.
Telephone Service Representative (TSR): Anyone who sells, or services customers over the phone either inbound or outbound.
Terminal Dues: The payments between countries to compensate for imbalance in sending/receiving international mail.
Test: An order that is placed for a small quantity of names to see how the list performs. If it performs well, a continuation order for more names is usually placed.
Test Panel: A term used to identify each of the parts in a split test.
Thermal Dye Sublimation: Proof-making process where pigments are vaporized and float to desired proofing stock.
Thermography: A finishing applied after printing that creates the raised effect of engraved printing.
Tokens: An action device; the purpose of which is to involve the prospect in the offer. It can be anything from a coin, peel-off stamp or a punch-out paper piece that is inserted into the order form.