An abbreviation of the basic principle used for creating copy in a direct mail campaign. It represents 'get Attention, arouse Interest, stimulate Desire, ask for Action'.

A sample document (such as a letter) may be required before the data becomes available, so made up name and address details are added to keep the layout accurate. A typical addressee in these circumstances would be Mrs AB Sample.

Advertising using high profile media such as television and newspapers. Also used to describe 'traditional' marketing activities that build awareness, such as radio, posters and press.

Parallel folds in a print piece, each folding in the opposite direction to the previous one, so that the entire piece folds and unfolds like an accordion.

This stands for Automatic Call Director. An ACD will organise incoming calls and allocate them to an inbound service. If all the lines are engaged, then the ACD will play a recording and direct any call waiting to the next available communicator.

A coding system using a combination of letters and numbers, an example would be 10029FRA. The term is a combination of 'alphabetic' and 'numeric'

Abbreviation for American Standard Code for Information Interchange. Programmers use this computer language to create software, the mainframe computing equivalent would be EBCDIC.

Abbreviation of Application Service Provider. This is a company that owns, maintains and makes applications and related services available to clients on a contract basis.

Prearranged dates for when a rented mailing list can be used. Mailings on other dates cannot take place without consent from the list owner.

A mathematical formula - the average order value is produced when the total revenue generated by a program is divided by the total number of orders

Bandwidth is the capacity of a communication system to carry data; analogue is measured in hertz (Hz) and digital is measured in bits per second (bps). A typical page of English Text is about 16,000 bits and a fast modem can move about 57,000 bps.

A wallet envelope which incorporates an additional perforated flap on the back panel. It is often seen on credit card statement envelopes.

A style of envelope with wallet style opening (along the long edge) and a diamond shape flap.

Information about the address is coded and represented by a series of thick and thin vertical bars on the document

An area in the lower right corner of an envelope where the barcode should be printed. There are stipulations about how far to the left the barcode should be and how far from the bottom of the envelope.

A term that applies to marketing that carries a response mechanism, including coupons DRTV and telemarketing. Also applying to 'low profile' media such as the internet or direct mail

A loose reply card usually found inside magazines or newspapers, readers can use the card to request further information about products or services. The company may also have an advert or be referred to in the editorial pages.

A term used in printing to describe the ink spanning right to the edge of the paper. A "full bleed" describes when the ink reaches the edge on all sides of the page. The design of the page extends beyond the borders so that the printer can trim the exces

A further offer, enclosed with a mailing sent to fulfil the customer's order.

Business Reply Card

Business Reply Envelope

In business terms, this is when income is at the same level as expenses.

Business Reply Post

To separate continuous form paper into individual sheets and cut to finished size.

The process of separating continuous forms.

A byte can be either two numeric characters or one alphabetic or a special character

Used in magnetic tapes, characters can be measured by bytes per inch.

Pronounced C sharp, this programming language originates from C++, but also contains components from Visual Basic and Java, and works with XML

See Also Visual Basic XML

A sheet of paper which is inserted into a polybag or individually polywrapped. It usually contains a personalised address, PPI and RTS.

See Also polybag polywrapping PPI

A data list that has been enhanced by such processes as deduplication, suppression, case conversion and giveaways.

See Also deduplication suppression

A form of data management system used between 'clients' (often web browsers) and servers. See also Database

See Also Database

These are the printing inks used to produce full-colour printing - Cyan, Magenta, Yellow and Black. Colours need to be converted to this format for commercial full-colour print production. See also 4/1.

See Also 4/1 (4 over 1)

Paper that has had a finish applied post-printing, to give the surface a shine.

To gather together a number of inserts or pieces of paper for a purpose such as enveloping or stapling.

The is a folder style envelope where the side seams are folded outside the back flap. It is particularly useful for machine enclosing.

This type of thicker, hard wearing paper or card stocks is often used for the cover of books and magazines.

Abbreviation of Comma separated Value