Target Marketing’s Direct Marketing Glossary
Co-op Database: Two or more list owners combine their lists and access each other’s names.
Cooperative Advertising (Co-Op) - A grouping of freestanding advertising pieces from several different mailers—including direct mail, inserts, stuffers and card decks.
Cooperative Broker: A person/company who recommends and takes orders for marketers who want to be part of a cooperative effort.
Cooperative Manager: A person/company who sells space in the co-op for the cooperative owner.
Cooperative Owner: A company that brings different marketers together into a co-op effort. Services may include: printing the individual inserts, combining them and mailing them to preselected lists.
Coupons: A promotional device used by marketers to increase sales or store traffic by offering a discount when the coupon is redeemed.
CPM: Cost per thousand.
CPO: Chief privacy officer.
Currency Exchange: A service that changes money from one currency to another.
Custom Publisher: Any publisher who will, for a fee, create a publication for a direct marketer that is most-often used for self-promotion or as a premium.
Customer: Groups or individuals who have a business relationship with the organization; those who receive and use or are directly affected by the products and services of the organization.
Customer Data Integration (CDI): The combination of the technology, software, processes and services needed to achieve a single, accurate and complete view of the customer across multiple sources of customer data , databases and business lines.
Customer Relationship Management (CRM): A business strategy designed to optimize profitability, revenue and customer satisfaction by organizing the enterprise around customer segments, fostering customer-centric behavior and implementing customer-centric processes.
Customer Service Representative (CSR): A contact center agent; the person who handles outgoing or incoming customer contacts.
Data Entry: The entering of names, addresses and other information into a data storage and retrieval system. Data can be entered via manual keying, electronic data transfer or by scanning.