Target Marketing’s Direct Marketing Glossary
Catalog Blow-ins: Freestanding inserts nested inside catalogs or magazines.
CHAID (Chi-squared Automatic Interaction Detection): A statistical method of determining statistically meaningful splits in various data fields or variables. It also is sometimes referred to as a tree algorithm.
Challenge-response System: An anti-spam program that requires a human being on the sender’s end to respond to an e-mailed challenge message before the message can be delivered to recipients.
Chemical pulping: Manufacturing pulp by pressure-cooking wood or other raw fibrous material with solutions of various chemical liquors.
Chromalin: A color proofing system, usually the final color proof before going on the press.
Click-and-mortar: A store that has an online presence as well as an actual building.
Clickstream: The record of a user’s Internet activity including Web sites visited, length of the visit and what pages were viewed.
Clickthrough: A clickthrough occurs when a recipient clicks on a link included in an e-mail.
Clickthrough Rate (CTR): The total number of clicks on e-mail links divided by the number of e-mails sent.
CMYK: Abbreviation for the four process color inks: cyan, magenta, yellow and black. Also known as four-color process color.
Coated paper: Paper with an outer layer of coating applied to one of both sides, available in a variety of finishes, such as gloss, dull and matte.
Coding Accuracy Support System (CASS): Created by the U.S. Postal Service to ensure the accuracy of software programs used by service bureaus to check addresses and code mailings for delivery.
Color proofing: Proofs made from the separate plates in color process work.
Color separation: Literally separating the areas of a piece to be printed into its component spot and process ink colors.
Commerce Server: Web software that runs some of the main functions of an online storefront such as product display, online ordering and inventory management. The software works in conjunction with online payment systems to process payments.