Marketing Glossary

  Terms beginning with d
Database Marketing
The extensive use of data stored in electronic databases to better target marketing communications and more finely tune marketing messages for individual prospects at specific points in their lives and buying cycles. The information stored in the databases can come from internal sources (order entry systems, sales lead tracking systems, retail checkout scanners, accounts receivable systems, etc.) or outside sources such as third-party market research databases.
Contributed by: MarcommWise Staff
De-Dupe
Eliminate any duplicate ("dupe") listings in a mail, telephone, e-mail list. This is not a trivial exercise since the listings may not be perfect duplicates. For example, one may carry a first initial while another carries full first and middle names; one may contain an old address while another contains the new one; etc.
Contributed by: MarcommWise Staff
Decoy
A name in a mail, telephone or e-mail list placed solely for the purpose of tracking the use of the list to ensure that the list purchaser or renter does not break the sales or rental contract. The decoy person, household or organization either works for the list owner/broker or otherwise agrees to help by reporting any misuse.

A similar term, "dummy", is a fictitious name included for this purpose.

The process of including decoys or dummies is called "seeding" or "salting".
Contributed by: MarcommWise Staff
Demographics
Statistics denoting the personal and socioeconomic characteristics of a particular segment of the market. The statistics cover characterstics such as age, gender, income level, nationality, and religion.
Contributed by: MarcommWise Staff
direct digital marketing
A digital marketing method that provides relevant marketing communications that are addressable to a specific individual with an email address, a mobile phone number or a Web browser cookie. Traditional direct marketing uses an individual’s postal address. With the evolution of direct marketing to direct digital marketing, addressability comes in the form of the three primary digital channels.
Direct Mail
Mailed advertising that is addressed to specific individuals rather than being dropped unaddressed and en masse to a whole geographic area.
Contributed by: MarcommWise Staff
Direct Marketing
The targeting of marketing communications directly to individuals (typically a large number at a time) rather than through a mass media.
Contributed by: MarcommWise Staff
Discriminatory Pricing
Despite the unfortunate choice of the term used to describe this practice it is not necessarily unethical nor even politically incorrect. It is the practice of charging or attempting to charge different prices to different groups of customers, in order to earn the maximum revenue that each segment will bear. Surrogate variables must often be used to discriminate between groups. For example, an airline charges more when customers need flexible, refundable tickets or when they must fly on short notice and on specific dates. The assumption is that the majority of people who require tickets under these conditions are traveling for business reasons and will be willing to spend more for a ticket than someone traveling for pleasure. In other cases group assignment is specific, such as offering student prices under the assumption that students have less disposable income and therefore will be more likely to forgo the purchase if required to pay the full price. Also refered to as "price discrimination".
Contributed by: MarcommWise Staff
Display Ad
An ad (typically, but not necessarily, box-shaped) that appears anywhere outside of the classified advertising section of a print publication.
Contributed by: MarcommWise Staff
Double Truck
Print advertising that uses any two full side-by-side pages (not necessarily the center ones, see "center spread") in a publication.
Contributed by: MarcommWise Staff
Drive Time
A radio term for the morning and evening rush hour time slots. These are considered prime times for radio listeners.
Contributed by: MarcommWise Staff
drop amount
Number of pieces mailed, Number of impressions, Mail volume
Contributed by: Brian Lock
ING Direct
Dummy
  1. A mock-up of a print piece showing placement in and the nature of the marketing communication vehicle.

  2. A fictitious name in a mail, telephone or e-mail list placed solely for the purpose of tracking the use of the list to ensure that the list purchaser or renter does not break the sales or rental contract.

    A similar term, "decoy", is a real name included for this purpose. The decoy person, household or organization either works for the list owner/broker or otherwise agrees to help by reporting any misuse.

    The process of including decoys or dummies is called "seeding" or "salting".
Contributed by: MarcommWise Staff
Dupe
A duplicate listing of the same person, household or organization in a mail, telephone or e-mail list. The listing may not be a complete duplicated to be considered a dupe. For example, one may carry a first initial while another carries full first and middle names; one may contain an old address while another contains the new one; etc.
Contributed by: MarcommWise Staff
Duplicate Elimination
Eliminate any duplicate listings in a mail, telephone, e-mail list. This is not a trivial exercise since the listings may not be perfect duplicates. For example, one may carry a first initial while another carries full first and middle names; one may contain an old address while another contains the new one; etc.
Contributed by: MarcommWise Staff
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