Direct Marketing Lists

List Terminology: Who Does What? List Owner List of names with some common denominator developed through promotional activity or compilation. List Manager Agent of list owner, typically providing the following services: maintenance, promotion & marketing, clearance, record keeping, and credit & collection activities. List 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 Compiled Lists Data derived from directories, newspapers, public records, trade shows, etc. identifying people with something in common. Response Lists Data obtained from people who have responded to a direct marketing offer. May include buyers, subscribers, donors, contest entrants or inquirers/requestors. House Lists Data maintained internally based on actual responders, buyers, etc. with the list owner.

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

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