Target Marketing’s Direct Marketing Glossary
Blueline: A printer’s proof, actually blue on white paper. All AAs and corrections should have been made prior to seeing a blueline.
Brightness: The reflectivity of pulp, paper or paperboard under test conditions.
Bulk Mail: Mail that is rated for postage partly by weight and partly by the number of pieces in the mailing. The term is generally used to refer to Standard Mail.
Bulk Mail Center (BMC): A highly mechanized mail processing plant that distributes Standard Mail in piece and bulk form.
Business Mail Entry Unit (BMEU): The area of a postal facility where mailers present bulk, presorted and permit mail for acceptance.
Business List: Any list of individuals or companies based on a business-related interest, inquiry, membership, subscription or purchase.
Business-to-Business (B-to-B or B2B): Is the exchange of services, information and/or products from one business to another.
Caging: The opening and sorting of orders and the handling of checks and cash. So called, as people work in cages for security purposes.
Calendering: The process of smoothing a sheet of dried paper by pressing it between the highly polished metal cylinders.
Caller-entered Digits: Numbers that callers enter using the keypads on their telephones.
Can-Spam Act: The U.S. law regulating commercial e-mail. The acronym stands for Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003.
Card Deck: A cooperative pack of postcards, usually mailed in a clear poly outer, that is used in both consumer and business-to-business direct marketing. The postcard, which either orders the product or asks for more information, can be mailed back to the individual advertiser.
Carrier Route Sort: The process of arranging a mailing list in the order of a postal carrier’s delivery route. The USPS gives additional postage discounts for this sorting.
Catalog Bind-ins: Freestanding advertising pieces glued into the seam of a catalog or magazine.