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		Search for ABC Audit Bureau of Circulation Above The Line - ATL A term applied to ‘traditional’ advertising such as posters, television and radio, that does not require a direct response but instead builds awareness of goods and services ACORN Acronym for A Classification Of Residential Neighbourhoods, a computerised marketing segmentation system enabling consumers to be classified and mailed according to the where they live. This is based on the concept that people in one type of residential neighbourhood will act in similar ways and will tend to make similar types of purchases, thus if an organisation has customers in one type of neighbourhood then others in the same type of neighbourhood are quite likely to be potential customer. Acquisition All types of activities which can be related to the locating and marketing to prospective new customers. Also known as 'solicitation' or 'recruitment' Active Customer One who has purchased products, merchandise, information or services within the last 12 months Added Value An additional element offer to the customer at no extra charge e.g. a free booklet about how to get more out of a product Advance Mailer Often referred to as a "Teaser Mailing", this is a simple mailing or postcard mailed in advance of the main mailing in order to create awareness and increase response Advertorial A paid for space in a magazine or newspaper which is laid out in editorial fashion, giving the impression of being editorial rather than advertising AGB Audits of Great Britain Attrition Rate The rate at which a business loses customers over a set period of time Awareness Also referred to as Image Activity. This is advertising or promotional activity whose sole purpose is to create a positive attitude towards a company or product while increasing knowledge and understanding Below The Line - BTL Promotion that is not "Above The Line - ATL". It includes most forms of advertising that require a response, as opposed to simply raising awareness. Advertisements with a coupon and/or phone number are included in this categorisation Benefit Testing A research technique conducted, usually via the telephone, to establish a customers general understanding and preferences for certain promotional statements Bleed Printing where the colour continues right up to the edge of the paper. BMRC British Media Research Committee Body Copy The main areas of text in an advertisement, brochure or leaflet, other than the headlines and sub-headings Brief Verbal or written instructions to suppliers such as agencies and mailing houses etc. clearly identifying requirements. Ideally these should be discussed and agreed with the supplier in advance Bromide A Photo Mechanical Transfer device. A laser etched black text and screened images on light sensitive paper, used to make up artwork that is ready to print Business Reply Service - BRS Allows advertiser to provide a post free response for respondents. The mailer [or advertiser] will only pay postage for the replies received, plus a small administrative charge. Associated services Admail, Freepost and Freepost Name Business to Business Mailing A mailing sent from one business to another, as opposed to Consumer mailing, which is sent from a business to a consumer Campaign Initiation This all about setting the scene for a campaign and gaining the necessary approval for it to go ahead Captions A brief explanation of a picture or drawing, usually next to or underneath the picture or drawing Closed Face Envelope A windowless envelope Cold List A list of people who have no known relationship with the advertiser, nor any known buying history of the product or service. Used to attract new customers Colour Mark-Up Specifications on a piece of artwork to a printer, showing the required colours for the item to be printed Compiled List Names and addresses created from directories, public records, sales slips, trade show registrations and so forth Computer Personalisation Printing of letters or other promotional pieces by a computer system using names, special phrases or other information based on data held in a database Consumer List List of names and addresses of private individuals Consumer mailing A mailing to consumers at their home addresses, as opposed to a business mailing Contact Strategy The process of deciding the exact details of customer contact i.e. telephone and mail, press campaign, targeted mailshot etc. Control A standard mailshot or advertisement, against which new designs and offers are tested Conversion Pack Material sent out in response to enquiries from prospects, with the intention of converting them to customers Copy The text in a piece of advertising, as opposed to the visual elements Copywriter A person who writes copy for mailings and advertisements CPT Cost per thousand DDR Day Delegate Rate. A rate charged by a venue for usage of conference facilities. It often will include room hire, 2-3 servings of tea / coffee / biscuits, OHP and screen, flipchart, pens and paper and water. Feature An example of a feature in a venue room is that the room has a PA system, or the size of the room, etc. Promotional Gifts A gift for staff or clients that not only pleases the recipient, but also helps to boost your company's profile. Venue A place where a function may be held. A venue may have one room or many rooms.