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Database
Marketing |
The use of computers to identify and target messages toward
specific groups of potential customers. |
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Daypart |
Broadcast
media divide the day into several standard time periods,
each of which is called a "daypart." Cost of purchasing
advertising time on a vehicle varies by the daypart selected.
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Dedicated
Line |
A
dedicated line is a permanent connection to the Internet
using an individual, separate phone line. |
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Demographic
segmentation |
Dividing
consumers into groups based on selected demographics,
so that different groups can be treated differently. For
example, two advertisements might be developed, one for
adults and one for teenagers, because the two groups are
expected to be attracted to different types of advertising
appeal. See Demographics, below. |
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Demographics |
Basic
objective descriptive classifications of consumers, such
as their age, sex, income, education, size of household,
ownership of home, etc. This does not include classification
by subjective attitudes or opinions of consumers. See
Psychographics |
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Direct
mail |
Marketing
communications delivered directly to a prospective purchaser
via the U.S. Postal Service or a private delivery company.
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Direct
marketing |
Sending
a promotional message directly to consumers, rather than
via a mass medium. Includes methods such as Direct Mail
and Telemarketing. |
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Direct
response |
Promotions
that permit or request consumers to directly respond to
the advertiser, by mail, telephone, e-mail, or some other
means of communication. Some practitioners use this as
a synonym for Direct Marketing. |
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Directory
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A
directory (such as Yahoo, commonly mistaken for a search
engine) depends on people for listings. The main difference
between a search engine and a directory is that a directory
does not make use of a spider or robot. In other words,
a directory will not list your web page if you do not
register it with them. Directories are usually divided
into categories and you must submit your URL under the
most appropriate categories. |
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Directory
advertising |
Advertising
that appears in a directory (telephone directory, tourism
brochure, etc.). This frequently connotes advertising
that consumers intentionally seek. |
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Display
advertisement |
(1)
In print media, any advertisement other than a classified
ad. (2) An ad that stands alone, such as window sign.
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Double
truck |
A
two-page spread in a print publication, where the ad runs
across the middle gutter. |
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Drive
time |
Used
in radio, this refers to morning and afternoon times when
consumers are driving to and from work. See Daypart, above.
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Dummy
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A
copy (e.g., xerographic duplicate) of an ad, or even blank
sheets of paper, provided to a printer or artist as an
example of the size, color, or other aspect of the ad
to be produced. |
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Dithered/Dithering |
In
order to display a full-color graphic image on a 256-color
monitor, computers must simulate the colors it cannot
display. They do this by dithering which is combining
pixels from a 256-color palette into patterns that approximate
other colors. At a distance, the human eye merges the
pixels into a single color. Up close, the graphic image
will appear pixelated and speckled. |
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DNS |
Stands
for Domain Name System. The DNS translates URL text addresses.
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DPI |
Stands
for dots per inch. DPI specifies the resolution of an
output device, such as a computer screen or a printer,
or an input device, such as a scanner. Web page resolution
ranges from 72-86 dots per inch. Print resolution usually
runs from 300-600 dots per inch on a Laser Printer and
125-200 dots per inch for photographic images on a print
brochure. |
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Drop
Shadow |
A
drop shadow gives an image depth by creating a shading
offset behind a selected image. |
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