Destination-Oriented Advertising Media

Media that consumers go to solely for its advertising. Opposite of Interruptive Advertising (Valpak vs television commercials).

Direct Response Advertising

Advertising whereby the only connection the consumer has to the product is the advertising and the only way a consumer can act on the advertisement is to return a coupon, make a telephone call, or visit a Web site.

DMA - (Designated Market Area)

A geographically designed area by Nielsen Media Research, which defines each television market. Every household in the continental U.S. is in a DMA.

DPI (Dots Per Inch)

The number of dots that fit horizontally and vertically into a one-inch measure.

Experian Simmons

Experian Simmons with its flagship Simmons syndicated product compiles nationally representative survey data probing consumer behavior at the product and service level; a great source for acquiring specific brand data.

FSIs - (Freestanding Insert)

A coupon delivered in a stand-alone booklet inserted typically in the Sunday newspaper (e.g., News America Marketing’s SmartSource®, Valassis’ RedPlum™)

Geographic Targeting

Targeting Valpak® households based on geography such as state, county, DMA, ZIP Code or an advertiser’s brick and mortar locations.

GIS - (Geodemographic Information Services)

An internal department of Valpak Direct Marketing Systems that provides sales support with reports such as demographic profiles, ZIP match reports, site analysis reports, and maps.

Index

Comparative calculation that defines the relationship between two or more values by calling one value the base with a value of 100 and all other values a percent over or under the based standard of 100.

Insert Media

Any means of reaching consumers via print other that by using solo direct mail and space advertising, including: cooperative mailings, card decks, package inserts, statement stuffers, blow-ins/bind-ins and free-standing inserts.

Mail Evaluation and Readability Lookup Instrument (MERLIN)

The USPS’ tool for evaluating letter and flate-rate mail pieces to determine their qualification for discounted automation rates. One of the tests MERLIN performs is for barcode readability. Pieces that do not meet MERLIN requirements are not eligible for discounts.

Marketing Consultant

Person who is paid to advise businesses on how to utilize, advertise and other marketing resources.

Media

Any form of communication that reaches the general public and carries advertising. Direct response media would include: space advertising, direct mail, TV, radio, take-ones, card decks, package inserts, cooperative efforts, on-line shopping services.

MFDU - (Multi-Family Dwelling Unit)

Residential building housing more than one household such as an apartment building or condominium.

MSA - (Metropolitan Statistical Area)

U.S. government classification for a freestanding urban population center with a population in the urban center of at least 50,000 and a total MSA population of 100,000 or more.

Nielsen Claritas

Provides enhanced census data enabling companies to target consumers based on specific demographics. This data is projected and updated annually. Nielsen Claritas also provides PRIZM®NE assignments by geography and Purchase Power data.

Offer

Incentive to consumer to motivate response (i.e. FREE premuim with purchase or a discounted price). Offers are often most effectively communicated in a coupon format with a dotted line around them to signal special savings to the consumer.

PLANET Code

A barcode that will allow mailers to track a mail piece, or an entire mail campaign, throughout the U.S.P.S. delivery system.

Prepress

The various printing related services, performed before ink is actually put on the printing press (i.e. stripping, scanning, color separating, etc.)

Price Point Offer

Specific low price for a product or service on an ad.