Direct Marketing Lexicon

M - from Machinability to Mystery gift

Machinability

A mail item that is machinable can be processed by machine.

Machinable envelopes

Envelopes suitable for use in a stuffing machine.

Machine readability

The address on a machine-readable item can be read and encoded by machine.

Magnetic plate

Data carrier with large storage capacity offering rapid, direct access to the desired sections.

Magnetic tape

IT-based storage medium for addresses. It consists of an approximately 800 m long tape on which the data is stored in sequence. While this medium is suitable for storing larger data volumes it does not offer direct access to a particular section of the data as the tape has to be wound to the right point.

Mail based advertising

Generic term for all advertising campaigns that are designed to incite the recipient of the message to respond by mail.

Mail order business

Generic term for all activities involving selling and delivering by mail.

Mail order buyer

Addressees who, from experience, are known to be receptive to written advertising and buy goods by mail order.

Mail order buyer lists

Such lists are not held by Deutsche Post AG, but rather by the mail order companies, companies that sell goods by mail and various address publishers and list brokers. In Germany there are approx. 14 million mail order buyers, i.e. customers who buy regularly by mail (= 28 % of the population).

Mailbox

Personal inbox for electronic mail. In an e-mail address, the string before the @ sign refers to the name of the mailbox.

Mailing

Also referred to as mailshot. Addressed or unaddressed Advertising mailing that is sent to selected persons. It usually consists of an envelope, an advertising letter, a Brochure and a response element.

Mail-merge

Denotes all promotional letters containing an address, a salutation and personalised elements that are produced by computer and printed primarily on continuous or sheet-fed laser printers.

Main coverage

The dispatch of a Mailing that takes place after the dispatch of a test item. The test results are often included in the planning of the main campaign phase and can change the composition of the target groups to be approached.

Market coverage

Well-defined target groups are a prerequisite for optimal market coverage through direct advertising. Direct advertising companies with a modern address organisation system usually offer address groups that cover 95% of the market on average.

Market niche

The part of a market that is not fully saturated with existing products or services.

Market potential

Quantitative potential available on a certain marketplace. It is based on test results or estimates.

Market segmentation

The division of the overall market into sub-markets. In direct marketing it is possible to subdivide the market into small segments using socio-demographic and psycho-graphic data that is stored together with the addresses. This enables the selection of a sub-market where a far more effective result can be achieved at a fraction of the original cost - provided, naturally, that the right sub-market was selected.

Market transparency

Provides information on how companies and private households obtain knowledge, and what kind of knowledge, about the market. The more information is available to market players - in other words, the higher the degree of transparency - the lower the risk that market players make the wrong decisions. Trade fairs, markets and stock exchanges provide a good level of market transparency. Consumers require information on the structure of the offered goods and services, e.g. prices, quality etc. Manufacturers and retailers need information especially on competitors and customers.

Marketing

Generic term for all activities, measures and means employed by businesses and society at large with the aim of exploring, testing, understanding and penetrating a market, that is, a potential sales segment or area of influence. In a narrower sense, marketing serves to maintain and expand existing markets for products and services while also opening up new markets. Active marketing involves sales policies, market research, product and pricing policies, public relations, sales promotion and advertising.

Marketing database

Electronic database containing all relevant marketing data including all market and customer-specific information enabling targeted, up-to-date, direct and personalised activities in certain market segments.

Marketing mix

The selection, weighting and design of marketing tools (product, sales channel, sales promotion, pricing) chosen by a company at a given point in time.

Match code

A segment of an address used to prevent the storage of duplicate addresses in a file. See also Deduplication.

Media

Generic term for newspapers, magazines, TV, radio, film and other Advertising media and communication tools.

Media distribution

Denotes both the dispatch of mail items according to target group and the placement of ads in various newspapers or magazines according to the media plan.

Media mix

The range of media selected in order to reach the advertising goal.

Media plan

Also called a media schedule. Illustrates when and how many of your direct Advertising mailings are to be sent to whom.

Member-get-member programmes

Typical for member-get-member programmes is the use of the advertisers' own customers to obtain new customers from their circle of friends and acquaintances. In return for their efforts the original 'members' are promised a gift or other reward. This method is particularly suitable for gaining new subscribers.

Merchandising

Today, denotes all marketing activities in the retail segment.

Meta Group

US company focusing on information technology research, advisory services, and strategic consulting for companies.
http://www.metagroup.com

Micro-geographic analysis

Using certain additional information, consumer behaviour and purchasing power of the buyers are placed in direct relation to the geographic location of their addresses ('Birds of a feather flock together').

Micro-geographic database

Database with addresses that are placed in direct relation to their geographical location with regard to consumer behaviour and purchasing power.

Micropayment

see Cybercash, cybermoney

Mixed media marketing

Another technical term for Integrated Marketing Communication in direct marketing. See also Integrated Marketing Communication.

Multimedia

Interactive computer programs that combine still and animated images with text-based information and music on one screen.

Mystery gift

A surprise gift that is announced using dramatic language and which serves to increase the temptation to explore the Mailing. German competition law stipulates that the mystery gift must be disclosed by the Mailing.