Direct Marketing Lists List Terminology Who Does What

Direct Marketing Lists

List Terminology: Who Does What? -List è List of names with some common denominator developed through promotional activity or compilation. . List è Manager Agent of list owner, typically providing the following services: maintenance, promotion & marketing, clearance, record keeping, and credit & collection activities. , List è Owner Broker Agent connecting list owners/managers with list users; typically providing the following services: research, selection, recommendations and post-usage evaluation of results.

List Terminology: Types of Lists 4 Compiled è Data derived from directories, newspapers, public records, trade shows, etc. identifying people with something in common. +Response è Lists Data obtained from people who have responded to a direct marketing offer. May include buyers, subscribers, donors, contest entrants or inquirers/requestors. J House è Lists Data maintained internally based on actual responders, buyers, etc. with the list owner.

List Enhancements H Consumer è Lists Age, income, home ownership, marital status, gender, children, ethnicity, education & occupation G Business è Lists SIC code, number of employees, revenue, time in business, number of computers, number of locations, names of executives

List Terminology > Data èA Card printed or electronic record providing basic rental information about a list. Typically describes the who, what, where, when and how about a list.