GLOSSARY OF TERMS
FOR RESULTS
MAIL/PRINT TERMS
Conversion Rate:
The number of sales as a percent of the total of responses,
inquiries, catalog requests or trial offer respondents.
Cost Per Order:
The sum of all production and media costs (creative, printing,
lettershop, postage, etc.), divided by the total number of
orders received.
PRINT TERMS
Control:
An internal benchmark of the previous best response of a similar
marketing campaign.
Cost Per Thousand:
The ad cost divided by the circulation minus the last three
zeroes.
INFOMERCIAL TERMS
Leads Converted:
Percent of leads generated resulting in booked orders.
INTERNET TERMS
Hit:
A hit is a single file request in the log of a Web server.
A request for an HTML page with three graphic images will
result in four hits in the log: one for the HTML file and
one for each of the graphic image files. While a hit is a
meaningful measure of how much traffic a server handles, it
can be a misleading indicator of how many pages are looked
at. Instead, advertising agencies and their clients look at
the number of pages delivered and ad impressions or views.
Impression:
In Web advertising, the term "impressions" is sometimes
used as a synonym for "view" (as in "ad view").
Online publishers offer, and their customers buy, advertising
measured in terms of ad views or impressions. Since a single
Web page can contain multiple ads (depending on its design)
a site usually registers more ad views per unit of time than
Web pages per unit of time. ("Hits" is the term
for any requested file, including each of a page's images.
Although hits are of interest for traffic measurement purposes,
they have no significance for advertisers).
Page or ad impressions are recorded in a log that is maintained
by the site server. Programs like Web Trends read the log,
abstract meaning from it, and generate a report about site
usage. Other programs, such as Central Ad, can keep track
of all ad impressions that have been sent and how many of
these were clicked by users.
User Session:
A user session is someone with a unique address that enters
or reenters a Web site each day (or some other specified period).
A user session is sometimes determined by counting only those
users that haven't reentered the site within the past 20 minutes
or a similar period. User session figures are sometimes used,
somewhat incorrectly, to indicate "visits" or "visitors"
per day. User sessions are a better indicator of total site
activity than "unique visitors" since they indicate
frequency of use.
TELEMARKETING TERMS
Telephone (Outbound):
The number of completed transactions (sales/qualified leads)
as a percentage of total calls.
Telephone (Inbound):
The number of transactions (sales, inquiries, customer service
calls) a percentage of total calls received per systems reports.
Primary Business Categories:
| 1. |
Non-Profit Fundraising — Programs to raise
money or generate other support for non-profit, political,
or advocacy organizations. |
| 2. |
Financial Products and Services —
Programs to market banking, insurance, securities, investments,
loans, real estate, or other financial products or services. |
| 3. |
Consumer Services — Programs to market
non-product offerings such as healthcare, travel, transportation,
contract, maintenance, or other home or consumer services. |
| 4. |
Business Services — Programs to market
non-product offerings such as healthcare, travel, transportation,
contract, maintenance, or other business services. |
| 5. |
Publishing — Programs to generate
single sales or subscriptions for printed publications
like books, magazines, or periodicals. |
| 6. |
Communications/Utilities — Programs
initiated by communications or utility companies, such
as telecommunications carriers, electric or gas power
companies, cable TV programming, or computer networks;
to generate sales, inquiries, or support; increase/maintain
share; or increase distribution for their products and
services. |
| 7. |
Automotive — Direct mail and/or broadcast
media programs designed to generate automotive dealer
traffic, promote brand/model loyalty, and/or market new
model sales or leasing. |
| 8. |
Manufacturing and Distribution —
Programs initiated by manufacturers or their non-retailing
intermediaries to generate sales, inquiries, or support;
increase/maintain share; or increase distribution for
their products. |
| 9. |
Packaged Goods — Programs to market
packaged goods offerings such as grocery products, beverages,
personal care products, and cleaning supplies. |
| 10. |
Retailing — Programs to generate
traffic or store sales for retail establishments such
as departments stores, equipment dealers, specialty shops,
attractions, restaurants, etc. |
| 11. |
Direct Response Sales — Programs
to generate inquiries or direct sales for products distributed
by non-retail enterprises such as continuity plans, single-item
mail order offers, catalogs, broadcast direct response,
video or music clubs, brand loyalty programs, etc. |
Advertising Media:
| A. |
Flat Mail — Direct mail that does
not include dimensional pieces, sample products, pop-ups,
etc. Submit actual sample showing label or other addressing
(meter, indicia, etc.) |
| B. |
Dimensional Mail — Direct mail that
includes sample products, pop-ups, premiums, dimensional
involvement devices, etc. Submit actual sample, accompanying
entry, showing label or other addressing. If actual piece
is not available, please send a color photograph. |
| C. |
Catalog — Catalogs, both business-to-business
and consumer. Submit complete catalog (including order
form). |
| D. |
Print — Space advertisements, including
inserts in publications. Submit tear sheets or inserts.
Please mark clearly whether it's a magazine or newspaper
ad and give publication dates. For split run, state how
split was done. |
| E. |
Television/Radio — Commercial Broadcast
and cable advertisements that run up to 120 seconds in
length. Either 3/4 -inch or 1/2 -inch video tape is acceptable.
For radio, submit an audio cassette recording. A copy
of the script must also be supplied. Tapes from outside
the U.S. must be NTSC compatible with U.S. video players.
|
| F. |
Infomercial — Broadcast and cable
advertisements that are greater than 120 seconds in length.
Submission requirements are the same as television commercials. |
| G. |
Internet/Interactive Media — Electronic
media, other than cable and television broadcasting, including:
FAX, e-mail, video, computer networks, CD-ROM, etc. Submit
actual sample. Submit copies of artwork and/or script
for computer-operated entries. If Web site is not available
through judging process (August 2000), a site must be
placed on a disc or CD for judging. |
| H. |
Telephone (Inbound/Outbound) — Sales
and services telephone programs. For outbound, submit
a copy of the call guide (script) and, if available, a
cassette recording. For inbound, submit a copy of system
reports. |
| I. |
Alternative Media — Non-traditional
media and all other forms of media including FSIs, card
packs, billboards, take ones, door-to-door solicitations,
kiosk, in-flights, blimps, etc. Submit actual samples.
If actual samples are not available (billboards), please
send color photographs. |
| J. |
Multimedia/Integrated Media — Campaigns
that utilize more than one media type in an integrated
manner. Submit actual samples of printed materials and/or
copies of audio cassettes or video tapes (requirements
are the same as for television commercials). |
Awards Ceremony:
Winners of the 2000 competition will be announced at our
gala awards ceremony to be held in New Orleans on October
15. A CD-ROM, with a complete list of winners, will be available
for purchase after the ceremony.
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