Direct Mail and Paper Recycling Vocabulary
the processes required on a printing press to produce the first sheet of acceptable quality.
forests (natural or planted) where trees can be cut for commercial use.
a marketing process in which a business differentiates among its customers by demographics or buying history, then customizes communications for each individual. Don Peppers and Martha Rogers, Ph.D., are often credited with making the concept popular through their series of "One To One" marketing books.
customizing a document by varying the text, graphics and layout to appeal to an individual prospect. Also known as customization.
communications with a customer that are originated by the consumer.
wood (a lot of it low or varied quality) that will be made into pulp.
communications with a customer that are originated by the company.
a resource that can be replanted or replaced.
in direct mail marketing, the percentage of recipients who respond. Often used as the measure of success for a direct mail campaign.
photographs offered for public or commercial use upon payment of a licensing fee. The stock photography industry started in the 1920s, with a company founded by H. Armstrong Roberts. At that time, it was primarily a way for professional photographers to market outtakes from commercial photography shoots.
Variable data printing (VDP):
the process of customizing the page content of a document for a specific individual by using information contained in a database.
varying the text and graphics of a document while maintaining the design and layout for the purpose of appealing to a specific prospect group.