Target Marketing’s Direct Marketing Glossary
Commercial Database Management: Professional management of large compiled databases for list segmentation and rental.
Commercial E-mail: Marketing or sales-oriented e-mail that’s sent in bulk.
Compiled List: Any list created from the compilation of public sources such as phone books, deed information, directories, newspapers and courthouse records.
Computer Service Bureaus: A company that will maintain lists for list owners. Services may include: updating the list, merge/purge, data overlays and preparing the list for mailing or rentals.
Consolidator: A consolidator accepts mail for deposit within a particular type of delivery service. By grouping together mail from more than one company, consolidators are often able to obtain higher volume discounts than an independent mailer.
Consumer List: Any list of individuals at home addresses who have bought merchandise, subscriptions, given to a nonprofit, etc.
Contact Center: A site that houses a telemarketing operation.
Continuation: An order from a mailer who has previously tested or used the list within 12 months and is using it again.
Continuity Program: An offer of a series of products to be received in timely intervals. Most often used for books, tapes/CDs and recipe cards.
Continuous tone: An unbroken range of intensities, as found in black and white photographs.
Contrast: The degree of difference between light and dark areas in an image.
Contribution: The amount of money left over to contribute to overhead expenses after deducting for customer returns, cost of goods sold, direct selling expenses and variable order-processing costs.
Conversion Rate: The rate at which qualified leads convert to sales, calculated by dividing the number of closed leads by the number of qualified leads delivered to the sales force.
Cookies: Software tools designed to save passwords and other data on someone’s computer. The data can be called up automatically when the user shops online or visits Web sites on which they’ve surfed before, thus saving the user time by not having to re-key required data.