Target Marketing’s Direct Marketing Glossary
Trim Size: The final size of a printed piece once it’s been cut to specification.
Universe Count: The total count (number of names) on a list.
UV coating: A very slick, glossy coating applied to the printed paper surface and dried on press with ultraviolet (UV) light.
Variable Data Printing: Digital printing in which information, in the form of text or graphics, is merged from one or more information sources with one or more background pages. One example of variable data printing is a form letter where the name and address of the recipient changes on each letter but the letter body remains the same.
Varnish: A coating printed on top of a printed sheet to protect it, add a finish, and/or add a tinge of color. Varnish applied to specific areas of a sheet is called spot varnish.
Vegetable-based Ink: Ink using vegetable oil, rather than petroleum solvents, as the vehicle for carrying pigment.
Vellum: An uncoated paper finish that is fairly even, but not quite as even as a smooth finish.
Virus: A program or computer code that affects or interferes with a computer’s operating system and can be spread to other computers either accidentally or on purpose through e-mails, downloads, network messages or infected CDs.
Voice Over Internet Protocol (VoIP): A category of hardware and software that enables people to use the Internet as the transmission medium for telephone calls by sending voice data in packets using Internet protocol.
Voice Response Unit (VRU): Solutions that respond to caller-entered digits or speech. In this way, callers can interact directly with a company’s database to check information and complete transactions.
Web Browser: The software used for searching the World Wide Web.
Web Bugs: Software that can be introduced into an e-mail and transmit a Web-log entry and associated cookie when the e-mail is opened. This enables tracking of the e-mail. Cookie-filtering software does not stop Web bugs from tracking the recipient’s online activity.