Direct Marketing Lexicon

C - from Call centre to Cybercash, cybermoney

Call centre

Telephone-based service for customer inquiries.

Campaign

Package of measures that is based on an overall schedule, comprises several phases and is usually medium to long-term.

Cancelling by sender

Process of franking a mail piece by using a franking machine and a postage stamp.

Chain printing

A printing method that involves an impact printer carrying the type slugs on links of a revolving chain past the printing blanket. Small, electronically controlled hammers press from behind against the type slugs, causing them to connect with the paper.

Chat

This Internet-based real-time application enables an infinite number of users to chat online. During the chat, the questions and opinions are typed in via the keyboard and read by all chatters.

Checkbox

Pre-printed box on a reply card or order form. Facilitates the addressee's response.

Checklist

A list of criteria, compliance with which ensures that your direct advertising campaign goes smoothly. It is recommended to compile your checklist using the step-by-step method. By checking off or completing every single point one by one it is ensured that no detail is left unattended.

Cheshire

Address supply option that is also known as a 'list'. Electronic address lists are printed by a computer, then cut and affixed by machine in a postally correct manner to address cards, outer envelopes or other Advertising media.

Circulation

In direct marketing, the number of Advertising mailings to be printed. With multicolour printing the circulation is often not produced exactly as scheduled. The terms and conditions applicable in the printing industry therefore stipulate the delivery of a certain number of overs or unders.

Clickable map

On-screen graphic providing Virtual support for navigating websites, mainly used on Homepages, incorporating graphic elements with underlying Links that, when clicked, open other pages in a Website. Clickable maps are awkward as the immense data volume considerably slows down page build-up; they are often supplemented by text links.

Close ratio

Criterion used to measure the success of a direct advertising campaign. It reflects the ratio between the number of inquiries and the number of respondents who subsequently placed an order.

Close registration

Registration refers to the lining up of different colours on multi-colour jobs; close registration denotes that the colours are very close or touching.

Cluster analysis

Statistical-mathematical method applied in tests and surveys. Several people sharing the same or similar characteristics (e.g. same purchasing or consumption habits) are grouped together, or 'clustered'.

Coated paper

Special paper quality offering good colour brilliance.

Code number

A code number provides detailed information about an address (e.g. purchasing power, income structure, age etc.).

Cold list

In direct marketing, a cold list is a database containing addresses that have had no prior relationship with the advertiser.

Cold mailing

Personalised, first-time issue of a Mailing to people who do not yet have a business relationship to the issuing company. Cold mailings are used to acquire new customers.

Colour embossing

A raised image is produced on suitable printed paper or card (sturdy, soft, well sized, flexible): a sophisticated and expensive effect!

Commercial directory

Business, commercial or company addresses sorted by industry.

Communication mix

Simultaneous or staggered use of various communication media and techniques to achieve corporate or communication objectives.

Communication tool

Medium used to conduct a dialogue with customers/prospects (e.g. Mailings, adverts).

Computer-aided sales (CAS)

CAS requires the use of a database containing all sales-relevant data.

Computer-to-plate (CTP)

Digital pre-printing process that eliminates the need for films, going straight to burning printing plates.

Concept

The overall plan behind an advertising campaign.

Concertina folding

A sheet of paper is folded back and forth to produce a zig-zag effect.

Continuous printing

The continuous printing technique is used for forms whose data will be automatically processed. The unprinted sheets that are fed into the continuous printers are cross-perforated to enable concertina folding and feature pinfeed holes along the edge. Continuous-print Advertising material is produced and personalised by a laser printer.

Continuous-print advertising material

Advertising material that is produced and personalised by a Chain printer or Laser printer. The paper is not delivered in individual, pre-cut sheets but on a continuous role. After printing the individual components of the Mailings are cut from the paper and processed further. The length of the resulting individual sheets is measured in inches. Frequently used measurements are 6, 8, 12 14 and 16 inches. The paper roll is guided by additional pinfeed holes along the edges. Continuous-print advertising material includes laser-printed letters, Fill-in letters or continuous cards.

Co-op advertising

see Co-op mailing

Co-op mailing

A direct Advertising mailing that contains a number of offers of different businesses all in one package. This is a distribution channel that turns direct advertising into an attractive option even for those advertisers for whom an individual Mailing would not be worth the effort.

Copyright

Copyright is protected by law. The term is used internationally.

Corporate design (CD)

The visual appearance of a company that is used to support and propagate the company's corporate identity. CD comprises all graphic elements such as clearly legible trademarks and logos, the uniform design of all written documents (business cards, letterheads, forms etc.), fixed fonts and colours, the visual design of display windows, trade fair stands, company cars, apparel etc.

Corporate identity (CI)

The projection of a company's image, both internally and externally, by means of its corporate behaviour, corporate communications and corporate design. CI is based on a clearly defined corporate culture.

Cost per contact (CPC)

Denotes the cost incurred by establishing contact to one addressee of a Mailing. Calculation: Total cost of campaign (cost of Advertising material, dispatch, postage) divided by the circulation or number of persons contacted.

Cost per order (CPO)

Denotes the cost to you of gaining an order or a new customer. It includes the cost of Advertising material, dispatch, postage, specimens and samples as well as follow-up campaigns.

Cost per prospect

Denotes the cost incurred by achieving a response from one prospect. Calculation: Total cost of campaign (cost of Advertising material, dispatch, postage) divided by the number of new prospects.

Coupon

A perforated or detachable section imprinted on an advert, a Mailing or similar. May serve as a reply card, order form etc..

Creation process

The process of designing the appearance and copy of the Advertising material.

Cross fold

Fold format for printed matter with 8, 16, 32 pages and so forth.

Cross-marketing

Joint marketing between the industry and trade sectors.

Cross-selling

Method of advertising where existing customer contacts are utilised in another manner (e.g. through package inserts) or artificially reinforced (e.g. new offer enclosed with confirmation of payment) in order to achieve additional sales at low cost. Advantage: you save money (postage), your advertising is efficient as you transmit a personalised, positive message, and you carry out two activities at once.

Customer card

Cards issued by a company to its customers can offer a wide variety of services. Some function as a credit card, enabling customers to purchase products on credit. Other services may include exclusive information, special offers, discounts and so forth. The aim is to increase the customers' loyalty towards the company.

Customer club

Company-run club that serves to enhance customer, brand and product loyalty.

Customer database

The database contains the best addresses that are available. An important condition for their optimal use for direct advertising purposes is a standardised address structure and constant maintenance and updating of the address file.

Cybercash, cybermoney

An Internet user'sVirtual money, also called eCash, can be stored in a personal account and used to pay immediately and online for transactions conducted Online. Cybercash is not widely available even though it has been said to be 'coming soon' for quite some time.