Valpak University Coupon Advertising Glossary
Learn the terms frequently used in the coupon marketing industry with this industry glossary compiled by Valpak University.
Balance Principle of Design
Visual balance comes from arranging elements on the page so that no one section is heavier than the other. Or, a designer may intentionally throw elements out of balance to create tension or a certain mood. Are your page elements all over the place are does each portion of the page balance out the rest? If out of balance, is it done purposely and with a specific intention in mind?
Break Even Analysis
Calculating the number of customers needed to cover the cost of a promotion.
Bulk Mail
Mail that is rated for postage partly by weight and partly by the number of pieces in the mailing. The term is generally used to refer to Standard Mail.
Bulk Mail
Mail that is rated for postage partly by weight and partly by the number of pieces in the mailing. The term is generally used to refer to Standard Mail.
Card Deck
A cooperative pack of postcards, usually mailed in a clear poly outer, that is used in both consumer and business-to-business direct marketing. R.S.V.P., Dart Direct Mail, The Austin Homeowner's Pack and Affluen Austin are examples of postcard deck mailers in the Austin DMA.
Carrier Route
A specific code used by the postal service to specifically identify a geographical area. Carrier routes are used to define an NTA.
Carrier Route Sort
The process of arranging a mailing list in thee order of a postal carrier’s delivery route. The USPS gives additional postage discounts for this sorting.
CMYK
Abbreviation for the four process color inks: cyan, magenta, yellow and black. Also known as four-color process color.
Consumer Potential Index (CPI)
CPI is determined by evaluating all households in a NTA® against a specific consumer behavior profile. The CPI tells how much more or less likely the households in the NTA® are to exhibit the specific behavior.
Consumption Profile
Profile based on volume of product purchased in a specified time period.
Conversion Rate
The rate at which qualified leads convert to sales, calculated by dividing the number of closed leads by the number of qualified leads delivered to the sales force.
Cooperative Direct Mail
When more than one advertiser shares the same delivery package and the cost of mailing. Examples of cooperative direct mailers in the Austin market are Valpak of Austin, Ad PAges Savings Magazine, Austin Community Coupons, Austin Elegant Living, Clipper Magazine, Money Mailer of Austin, The RSVP Postcard Deck, DART Direct Mail, Austin Homeowner's Pack, Affluent Austin and Directly to Your Door.
Cost Per Customer Acquisition
Measures the cost to acquire a customer. Mathematical calculation of the program costs divided by the number of customers acquired from the program. Often clients only look at new customers acquired in this calculation.
Coupons
A promotional device used by marketers to increase sales or store traffic by offering a discount when the coupon is redeemed. Can include discounts, limited time offers, free gift with purchase and in store promotions.
Cycle or Mailing Cycle
Period of time between Valpak mailings starting the first day after the final order date (deadline) up to the next final order deadline.
Data Hygiene
The process of keeping data up-to-date. Hygiene tactics include the development of processes to capture all non-delivered mail and update the database accordingly.
Database Modeling
Using statistical techniques to predict future customer behavior.
Delivery Sequence File (DSF)
A computerized file of more than 125 million records containing all the addresses the U.S. Each address record features ZIP+4, carrier route, delivery sequence, delivery sequence, accurate and complete addresses on the lists they own and rent as well as code their mail for walk sequence discounts from the postal service.
Demographic Targeting
Targeting Valpak® households based on demographic criteria such as income or age.
