| A |
| A/B Split Upsell Test |
Test Telemarketing term used to test one upsell
against another by using an A /B pattern, whereby every other call is
read the A or the B script |
| Apples to Apples Test |
Comparison of two media test schedules where stations
and day-parts are the same |
| As Seen On TV |
A nameplate for products advertised
on Television for direct-response mail-order through an 800 number.[citation
needed] Typically the packaging for these items includes a standardized
red seal in the shape of a television screen with the words "AS
SEEN ON TV" in white. |
| Autoship |
Feature where a customer can subscribe to have
there order shipped on automatic monthly or other interval delivery. |
| Average Order |
The average dollar amount ordered by the consumer
for a promotion, including upsell revenue |
| B |
| Backend Marketing |
Marketing efforts that generate revenue after
the up-front DRTV order; Outbound Direct Mail, List Management, Retail
Sales, Continuity Programs |
| Bill of Materials |
A document that functions as the master control
in the process of assembling components for inclusion in a kit or finished
product. |
| Bad Debt % |
Percentage of consumers who stop payment on the
order without returning the product |
| Break-even Ratio |
Media formula for monitoring profits
- Media ratios that perform above the break-even ratio are making a profit.
(Formula: BE Ratio = Sale price divided by Break-even CPO). A typical
Break-even ratio is approximately a 1.5 ratio |
| Break-even CPO |
Media formula for monitoring profits
- CPO's that perform below this number are making a profit. (Formula:
Sale price minus Cost of goods = revenue left over to pay for media and
generate a profit) |
| Broadcast Day |
Differs from a calendar day because
it is based on TV Stations scheduling of programs. Most TV Stations broadcast
days run 6A - 6A vs. a normal calendar day of 12A -12A. |
| C |
| Call Center |
A DRTV call center is a facility that
answers inbound, or places outbound telephone calls. Call centers, also
known as contact centers or customer care centers, use sophisticated
software to provide a full range of services. |
| Call to Action |
Something like a commercial within
an infomercial "show." Several are spaced throughout the production
to display price and/or installment payment terms, special "act
now" promotional incentives and ordering information, all usually
couched in an air of urgency to stimulate immediate response. |
| Chargeback |
A chargeback occurs when a consumer
requests a refund from their credit card company. The merchant is billed
by its merchant bank, which has been billed initially by the card issuer.
This may happen for a number of reasons, but most often the result of
fraud. |
| Continuity Program |
A direct response offer involving systematically
scheduled purchases over time of a set of products or of product replenishments. |
| Creative |
TV, Radio,Print or Web advertisement |
| Cross Sell |
Suggesting to a direct response customer
the purchase of an additional product or service that may not necessarily
relate to the original product purchased but which represents an attractive
and/or limited time value. |
| CVV2 |
The Card Security Code (CSC), sometimes
called Card Verification Value or Code (CVV or CVC), is a security feature
for credit or debit card transactions, giving increased protection against
credit card fraud. |
| D |
| Direct Feed |
(same as single feed) Media term that
defines a National cable feed whereby the cable download is not delayed,
thereby insuring the TV show airs with no timezone delay, (East Coast
at 6A = West Coast at 3A) |
| Direct Response Marketing |
A form of marketing designed to solicit
a direct response which is specific and quantifiable. The delivery of
the response is direct between the viewer and the advertiser, that is,
the customer responds to the marketer directly. |
| Direct Sell |
Campaign that prompts the consumer to call and
order a product direct via an 800# or internet URL |
| DMA Rank |
Designated Market Area Rank - Neilsen term that
ranks US market areas by the number of TVHHs within the market borders |
| DNA or DNR |
Media term indicating a purchased spot Did Not
Air or Did Not Run |
| Down Selling |
A technigue often used to prevent a non-sale situation
by suggesting a less expensive or alternative product. |
| Drop Shipping |
Typically employed by TV shopping
channels. The channel may stipulate that featured merchandise be stored
and distributed at designated fulfillment facilities across the country
that have been inspected and monitored and found to be highly qualified.
Alternatively, the channel might simply require that the featured goods
be on hand at the channel's central warehouse prior to airtime. |
| DRTV |
DRTV means Direct Response Television.
DRTV is based on using TV infomercials or spots to permit or encourage
consumers to directly respond to the advertiser. |
| Dual Feed |
(Same as split feed) Media term that
defines a National cable feed whereby the cable download is delayed,
thereby ensuring the TV show airs with a time zone delay, (East Coast
at 6A = West Coast at 6A) |
| E |
| EDI |
An acronym for Electronic Data Interchange,
a method of trading documents such as orders, invoices and delivery schedules,
by electronic means from one corporate system to another, rather than
in paper form. |
| ERA |
The Electronic Retailing Association, "the
trade organization for the direct response marketplace." |
| Exact Time |
Short form media term for the exact time a spot
runs |
| F |
| Front End |
Marketing efforts that generate revenue from a
direct sell TV offer |
| G |
| Guarantee |
Low risk media buy whereby TV Station agrees to
take "up-front" payment of the percentage of gross sales generated
from a specific airing |
| H |
| Hard Sell |
Creative that is very aggressive in its attempt
to get the consumer to pick up the phone and order |
| I |
| Inbound Telemarketing |
Service Bureau that handles sales of inbound telephone
calls generated by a direct response ad campaign |
| IMC |
Infomercial Monitoring Service, Inc.
A media service that reports the number and volume of direct response
programs aired on networks monitored and issues weekly reports ranking
the leaders. |
| Infomercial |
Commercial that runs over 5 minutes
in length, the most common format being 28 minutes, 30 seconds (28:30)
The object of the program is to motivate the viewer to respond directly
by purchasing the featured product or service. |
| ISO 9000 |
A detailed and precise process that
helps companies of all types to maintain and improve quality performance
standards. The result is disciplined management and superior product
or service performance. |
| J |
| JIT (Just-In-Time) Delivery |
A method of controlling the shipping
of products or parts and inventory so that they are received only when
immediately needed, thus keeping warehouse expenses to a minimum. |
| JORDAN WHITNEY |
Publishers of the Direct Response
Marketing Report "Greensheet," showing the top ten infomercials
and direct response spots based on confidential media budgets and weekly
monitoring of national cable and broadcast markets. |
| K |
| Kitting |
aka contract packaging. The physical
task of collecting and assembling materials that serve as components
of an assembled presentation, product or package. |
| L |
| Lead Generation |
Campaign that prompts the consumer to call for
more information on a product or service |
| Logistics Management |
Negotiating with carriers and organizing packaging
and shipping so that freight costs are minimized. |
| Long Form DRTV |
Commercial that runs over 5 minutes in length,
the most common format being 28 minutes, 30 seconds (28:30) |
| M |
| Mail Order |
A term that discribes a form of direct response
in which customers respond by mailing a completed order form to the marketer. |
| Matched Pair Test |
Media test between 2 or more offers where the
same media is tested for an exact comparison of the results |
| Media Buy |
The TV or radio time, or print space, purchased
to communicate an offer to potential customers. |
| Media CPO/CPL |
Media term - Calculates the number of Orders/Leads
received by the media spent (Formula: $100 Media spent / 10 orders or
Leads = $10 CPO/L) |
| Media Ratio |
Media formula used to measure the
success of a media buy. This number is compared to the Breakeven ratio
for the campaign. If the Media ratio is a higher number than the Break-even
ratio the campaign is making a profit. (Formula: $20,000 in Gross Sales
: $10,000 Media Dollars Spent = 2 : 1 ratio) |
| Media Sourcing |
Media term - for determining what
phone calls/orders are generated by specific media buys. This sourcing
is determined by matching Air date of the spot to: time phone calls were
received, 800#, and zip code of the caller |
| Merchant Account |
An account at a bank that allows a direct marketer
to accept payment in the form of credit cards. |
| Mow The Lawn |
A call center term for trimming down the scheduled
staffing. Sending agents home before the end of their shift usually
because scheduled media did not run. |
| Multi-Channel Order Managent |
The goal of a multi-channel order
management system is to provide a uniform customer experience regardless
of sales channel, and to enable customer-service and sales representatives
to view and manage orders across sales channels. |
| N |
| No Charge (NC) |
A free media placement |
| O |
| Order Management System (OMS) |
This software facilitates entering
of an order, whether via a web-site shopping cart or a data entry system
(for orders received via phone and mail). It typically captures Customer
Proprietary Information and Account Level information. Credit Verification
or Payment processing is done to check for validity and/or availability
of funds. Once entered, valid orders are processed for warehouse fulfillment,
such picking/packing/shipping. |
| Out Bound Telemarketing |
Service Bureau that specializes in
selling products or services over the telephone, usually working from
a list generated from an inbound telemarketing campaign |
| P |
| Paid Program |
Commercial that runs over 5 minutes in length
the most common format being 28:30 minutes |
| Payment Processing |
A system that enables secure, real time processing
of online credit and debit card transactions, including authentication
and verification. |
| Pay-Out |
Media term - Indicating a media buy has been profitable
(paid for media & product with some revenue left over for profit) |
| Per Inquiry (PI) |
Low risk media buy whereby a Station agrees to
take payment "on terms" for a flat fee for each inquery generated
from media placements on their station |
| Per Order (PO) |
Media buy whereby a station agrees to be paid
for a percentage of the gross sales generated from the media placements
on their station. |
| R |
| Return % |
Percentage of consumers who return product for
a full refund |
| RMA |
Return Merchandise Authorization is
a transaction whereby the recipient of a product arranges to return the
goods to the supplier in order to receive a refund or credit. |
| Reverse Logistics |
The process of handling returns so
that the returned product is inspected and then either returned to stock
or recycled, following which the customer is provided with a prompt refund. |
| RF Scanning |
essential part of an inventory control system,
RF scanning makes it possible to locate every item in a warehouse with
complete precision. |
| ROI |
Return On Investment is the gained
or loss on an investment. Usually the media investment devided by the
income received from sales. ROI is usually given as a ratio, for example
2:1 |
| Rollout |
When a campaign moves from the "testing phase" into
a full blown campaign |
| ROS |
Short form media term that means Run Of Schedule
- the entire broadcast day 6A-6A |
| Rotations |
Short form media term indicating what period of
time your are buying (ex: Mon - Fri 6A - 9A) |
| S |
| Save-The-Sale |
A call center function wherein the agent attempts
to deal with a complaint in such a way as to reassure the customer and
avoid the return of the product. |
| Single Feed |
(same as direct feed) Media term that
defines a National cable feed whereby the cable download is not delayed,
thereby ensuring the TV show airs with no timezone delay, (East Coast
at 6A = West Coast at 3A). |
| Shopping Club |
Discount program selling goods and services sold
via upsell telemarketing |
| Short form DRTV |
30, 60, 90 second or two minute DRTV commercial |
| SKU |
Stock Keeping Unit. A unique, numerical
description assigned to every manifestation of a product. A single style
of shirt, for example may have several SKUs reflecting differing sizes,
colors or materials, etc. |
| Soft Sell |
Creative that is soft in its sales approach and
is normally associated with expensive high end production values |
| Split Feed |
(same as dual feed) Media term that
defines a National cable feed whereby the cable download is delayed,
thereby ensuring the TV show airs with a time zone delay, (East Coast
at 6A = West Coast at 6A) |
| Spokesperson |
A central figure in an infomercial
or spot, usually a celebrity, athlete or original developer of the featured
product. Spokespersons lend credibility and provide reassurance of quality
by virtue of their charisma and reputation. |
| Subscriber Base |
Cable term that indicates how many people have
subscribed to a specific cable network |
| T |
| Telemarketing |
A method of direct marketing in which a salesperson
uses the telephone to solicit prospective customers to buy products or
services. |
| Testing |
Running infomercials or spots on a
limited basis prior to national rollout to evaluate the appeal of the
product, the offer, the show content or the media strategy. |
| Tracking Numbers |
Numbers employed by a call center and/or shipping
service to trace current location of an ordered product when a customer
inquires about delivery status. |
| TSB |
Telemarketing Service Bureau |
| TVHH |
Neilsen terms that defines how many TV Households
are viewing or have the potential of viewing |
| Tweak |
Re-editing or changing the creative of a DRTV
commercial to enhance response performance |
| U |
| Upsell |
Suggesting to the purchaser of a direct
response product that he could add to his original purchase in some value-enhancing
way, such as with a useful accessory or a deluxe, more fully-featured
model. |
