Learn the terms frequently used in the coupon marketing industry with this industry glossary compiled by Valpak University.
PRIZM®NE is the most widely used neighborhood target marketing system in the United States. PRIZM®NE is based on the familiar adage, "birds of a feather flock together” and is widely used by companies to identify their current customer profile and to reach new consumers that match the profile.
Purchase Power uses a Nielsen Claritas database to provide an annual estimate of what consumers spend on various products and services. The database incorporates geography based estimates of potential annual consumer expenditures for a number of household items. Nielsen Claritas derives these figures from the Consumer Expenditure (CE) surveys conducted by the Bureau of Labor Statistics (BLS) and uses the Census of Retail Trade to determine consumer spending at retail store types.
Printed list of advertising fees divided by product code and quantity. Some rate cards are further divided by frequency.
Three measures considered to determine the value of a customer in terms of the time since the last purchase was made, the number of purchases made during a period of time and the dollar value of the purchases made.
The recurrence of elements within an ad: colors, lines, shapes, values, etc. Any element that occurs is generally echoed, often with some variation to maintain interest. Rhythm in interior design also may be used to reduce randomness. Source : About.com
Any device, token, premium or sweepstakes that will help raise the response rate.
Amount of responses (coupons returned, web info. requests, phone calle, etc...) received as a percentage of total consumer exposures to a promotion.
The rule of thirds is a compositional tool that makes use of the notion that the most interesting compositions are those in which the primary element is off center. Basically, take any frame of reference and divide it into thirds placing the elements of the composition on the lines in between. Source : Digital Web Magazine
Scarborough conducts the most comprehensive local market survey in 81 DMAs across the U.S. Scarborough provides data on local market consumer shopping patterns, demographics, media usage, and lifestyle activities.
Pieces usually created from a single sheet that has been printed and folded. For instance, a common practice is to print a page-length advertisement or promotion on one side of a sheet of paper. This is then folded in half or in thirds, with the promotional message to the inside. The two outside surfaces are then used for the address of the recipient and some "teaser" message designed to persuade the customer to open the piece. Source : Wikipedia.com
Targets an advertiser’s locations in comparison to Valpak® mailing areas based on mile radius. Includes an address list, summary, all stores, and unduplicated report.
Digital printing in which information, in the form of text or graphics, is merged from one or more information sources with one or more background pages. One example of variable data printing is a form letter where the name and address of the recipient changes on each letter but the letter body remains the same.
A high speed printing press that prints on both sides of a continuous roll of paper rather than individual sheets. The majority of the inserts in the Valpak Blue Envelope are printed on a web press.
Designs that try to cram too much text and graphics onto the page are uncomfortable and may be impossible to read. White space gives your design breathing room. Source : About.com
