Direct Marketing Lexicon

T - from Talon to Typography

Talon

see Coupon

Target group, target audience

Part of a group of people and/or companies, even of the population, as precisely defined as possible, that is intended to receive certain information or promotional messages via a suitable advertising medium or communication channel.

Tear-off perforation

Small holes are punched into the sheet to enable sections of the sheet to be folded and torn off with ease.

Teaser

Name for an attention-grabbing advertising element placed e.g. on the envelope of a direct Advertising mailing. Generally speaking, suitable teasers - a punchy headline, an attractive image on the envelope - enhance the recipient's interest in the entire Mailing.

Telecommunications

Collective term for all forms of information transmission using communication technology.

Telematics

Communication between computers, transmission of data over large distances.

Telephone marketing, telemarketing

Systematic use of the telephone as a sales tool to provide and procure information, support field sales and offer customer service. Outbound telephone marketing means the target person is called; in inbound telephone marketing, the calls are received.

Test market

A sub-section of the overall market that can be used to trial Advertising material, addresses or a variety of Mailings with little effort. The results gained in the test market are projected onto the overall market.

Testimonials

Endorsements and statements from customers who have bought a product; these are used for advertising purposes. This is an old, but still successful method of advertising. The credibility of the testimonials is crucial to success.

Tip-on

A postcard affixed to adverts, brochures or inserts that the customer can use to respond rapidly and conveniently to the offer in question.

Token

Generally speaking, an involvement device that must be affixed to an order form or order card. It is a highly effective method of increasing the response rate, as it appeals to the play impulse and thus invites the recipient to react.

Tonality

Character of a speaker's voice, or the tone chosen in an advertising letter (sassy, modern, confident, polite etc.).

Trade advertising

Denotes a manufacturer's advertising directed at the trade sector. Trade advertising often uses direct Advertising material such as advertising letters, catalogues, merchandise samples, promotional material or retail agent training material.

Transit time

Time between the posting of mail pieces at Deutsche Post AG and their delivery to their recipients.

Tray preparation

The pre-sorting of items in standardised trays carrying routing labels. Trays can be made up to contain items to one routing region or one postcode area only.

Two-up

In continuous printing, two forms printed out side by side at the same time.

Typographical point

Unit of measurement used by printers and setters.

Typography

Design of printed texts, e.g. fonts and font size, special characters, character pitch etc.