DAGMAR

The situation of setting objectives within an advertising campaign of any kind in a way that makes it possible for the constituent goals to be measured and analyzed. DAGMAR is actually an abbreviation of “Defining Advertising Goals for Measured Advertising Results”.  

See also: British Codes of Advertising and Sales Promotion, Decentralized organizational structure of advertising

Marketing leads

Marketing leads are generated through a particular offer, i.e. from a brand’s advertiser. Unlike Sales  leads, contact lists of Marketing leads could not be sold and hired more than once.

See also: Marketing strategy development, Informational advertising

Sales leads

Contacts of potential customers (companies or individuals) that businesses obtain through various marketing initiatives, i.e. special events, consumer contests, call-to-action campaigns, etc. Contacts could be purchased or hired from contact lists providers in order to send out their offers and follow up the feedback from good prospects that are likely to do a purchase and turn into sales. Unlike Marketing leads, Sales leads could be sold, resold and/ or rented by companies multiple times.
Selection of potential Sales leads is based on demographic and socio-economic data (sector, location, age, occupation, gender, etc.)
It is considered a good result if 5-10% of all leads convert to customers at the end of the sales leads funnel.

See also: Leads, Qualified leads

Leads

Prospective customers or businesses of certain product or a service from a company. The various marketing efforts (online and/or offline) that are performed in order to generate interest, and eventually, an inquiry (sending a form) about the company’s product or service is referred to as “Lead generation”. As a result of properly conducted Lead generation businesses obtain some explicit information about their prospects which generally remains fresh for a certain period of time and could serve as a base for the process of generating leads to become a continuous effort, resulting to successful sales.

See also: Qualified leads

Qualified leads

Customers with high potential for a purchasing decision, i.e. leads corresponding to the assessment of fit based on explicit information and/ or collected data (occupation/ age/ gender; sector/ budget/ location), and show certain engagement – for example that respond to a teaser campaign.

Database marketing

Field of direct marketing utilizing databases of customers or companies in order to tailor effective marketing communication. If the database refers to consumers, it is called Consumer database or business-to-consumer (B2C). If the database refers to companies, it is called Business database or business-to-business(B2B).

Translation exposure (Accounting exposure)

The change in value due to exchange rates fluctuations while denomination of any possession (assets, equities, payables, receivables) in a foreign currency. In financial statements accountants usually record its effect under exchange rates gain or loss.

Telephone canvassers

People who make appointments for salespeople over the telephone.
Canvassing is also typical and common activity prior elections and during political campaigns. One major purpose of phone canvassing of that type is to poll out people's vote.

Derived population

Population of all possible distinguishable samples that could be drawn from a parent population under a specific sampling plan.

Database retailing

Way of collecting, storing, and using relevant information on retail customers by a retail house.

Two-step approach

A direct marketing strategy, which may involve the use of more than one medium. The first effort is designed to screen or quality, potential buyers, while the second effort has the responsibility of generating the response. For example, many companies use telemarketing to screen on the basis of interest, then follow up to interested parties with more information designed to get an order or use personal selling to close the sale.

Relational database

A database in which records are stored in two or more dimensions.

Core customers

Consumers with whom retailers seek to nurture enduring relationships. They should be singled out in a firm’s database.

Mailing list

A type of database containing names and addresses of present and/or potential customers who can be reached through a direct-mail campaign.

Nonstore retailing

It refers to a type of retailing in which retail selling operations occur outside of a retailer’s fixed location. It utilizes strategy mixes that are not store-based to reach consumers and complete transactions. Nonstore retailing falls into four major categories: direct selling, direct marketing (which includes telemarketing and internet selling), automatic vending and buying services.

White mail

Correspondence incurred in direct response marketing due to goods out-of-stock, claims for refunds, returned goods, complaints. Some white mail can be avoided if customer is asked to state alternative choice.

Page

A piece of information or a document, containing advertising, text, graphics, video material, sound, files and so on, accessed via the Internet.

Direct exporting

Dealing directly with overseas buyers who may be either intermediaries or ultimate users.

Voice mail

A system for receiving and storing oral messages at a telephone—landline and mobile address. Telephone companies sell this service as a substitute for answering machines. Direct marketers can set up programs that will dial a large number of telephone numbers and leave the selling messages in the recipients’ voice mails.

Full-text databases

One of the types of computerized database, which contain the complete text of the source documents comprising the database. For example, the LexisNexis (www.lexisnexis.com) service provides full-text access to hundreds of business databases, including selected newspapers, periodicals, companies’ annual reports, and investment firms’ reports.