Direct Marketing Lexicon

H - from Half-life to Hypertext

Half-life

A point in time after replies to the campaign begin arriving. Generally speaking, the half-life of a campaign occurs two days after the arrival of the highest number of responses, e.g. orders. By doubling the results gained by that point in time, a reasonably accurate estimate of the overall result can be achieved.

Hand-raising

Direct marketing measure that is mainly used to acquire new addresses, and is based on a direct reaction (e.g. prize game).

Hardware

Generic term for all mechanical, magnetic, electric and electronic components of an electronic data processing system.

Hidden offer

These offers are hidden in unexpected parts of the Advertising material: on the lining of envelopes or under the seal flap of the reply envelope.

History data

Additional information about a customer that is stored in the database under each address (e.g. purchasing data).

HKS colours

HKS is an abbreviation denoting a range of printing colours. HKS colour ranges are available for natural paper (HKS N), newsprint paper (HKS Z) and coated, glossy or matte paper (HKS K), with 84 shades in each.

Homepage

The start page of a Website, from which users can click their way to the subpages. The term is often wrongly used to denote the whole Website.

Hot foil printing

The process uses a combination of heat and pressure to raise coloured or metallic foil.

Hot list

A hot list is the most up-to-date, best-selling part of an address list (active customers who have recently made a purchase).

Hotline

In a telemarketing context, a hotline is a phone number under which customers can call a company (e.g. 24-hour free number; often used for customer service purposes).

HTML (Hypertext Markup Language)

HTML is a language to specify the structure of documents on the WWW; it defines the document structure in a uniform, abstract manner. It describes structural elements such as chapters, sub-chapters, paragraphs, lists, tables, graphic elements, cross-references (Anchors), Links, Hyperlinks to other documents, as well as text formats.

Hype

Jargon coined by internet freaks; connotations include the dynamism, experimental and innovative nature of the internet. The term is used in connection with brand-new, exciting, hot-of-the-press inventions, devices or information.

Hyperlink

Another term for Link.

Hypertext

A text is written and read in a linear manner. However, this linearity is not in the nature of text as a medium but a result of traditional media. Conversely, hypertext is a non-linear medium: instead of linear text, it consists of networked text segments.