“D” Glossary: Advertising and Marketing

Data: facts or information gathered to provide analysis and action

Data Collection: the activity of gathering particulars or information about an area under discussion

Data Entry: the task(s) involved in the input of raw data gathered in a survey format into a software package to enable the statistical analysis of the data

Data Field: an area for a requested pre-determined response from a customer/user/research candidate with basic characteristic, such as; age, gender etc.

Data Mining: searching through existing customer/business data collected to identify patterns and relationships which can be leveraged for marketing activities

Data Source: the place from where data has been acquired.  Two types of data are available for analysis in marketing: primary data or that which is collected specifically for the current research, and secondary data, that which has been collected previously and is available in some already-published form

Data Validation: the processes of checking collected data to determine whether it has been correctly entered into a form. This is commonly used in online marketing with Ajax enabled forms to remove user error with the supplied data

Database: information captured in paper, microfiche, film, computer code to be used as a repository of stored information. Most commonly used today as digital databases accessed by computers

Database Marketing: the use of large data sets of computer-based information for marketing to customers/users. The database may contain listings of names and addresses, product preferences, purchase history etc of prospective and existing customers. This information is actively mined to generate marketing campaigns.

Deflation: a slowing of the economy characterised by falling prices and wages; the reverse of inflation <debt deflation in depth analysis by Steve Keen>

Demand: a measure of those ‘in market’ that are looking to buy a product

Demographics: the range of physical, social and economic characteristics that exist within a given population.

Desire: an unsatisfied craving or a strong urge to purchase something

Differentiation: an approach to create a unique competitive advantage to its competitors by offering products/services that are seen by customers/users to be better-quality than the competitors

Differentiated Marketing: a segmented approach to marketing whereby unique segments are targeted with communications which they relate or associate with

Direct Advertising: targeted advertising aimed at businesses or individuals by means of direct mail, telemarketing, email, SMS or catalogues. Rather than to a wider audience through the traditional mass media like TV, Radio and News Print etc.

Direct Channel: a channel of distribution whereby the producer sells directly to the consumer/end-user

Direct Mail: is a highly targeted form of direct marketing which is sent via post with creative envelopes, colour and copy to ensure the direct mail piece stands out in the recipient’s mail box. Direct Mail allows for highly personalised commendations at the right time, to the right customer with a relevant offer.

Direct Marketing: is a marketing activity that allows communication directly with the customer through for example; an email newsletter which your customer may have subscribed to. Importantly as Direct Marketing messages can be sent both online and offline they are ‘trackable’ meaning you can understand how effective a ‘mailing’ has been for your business with reporting. All the best direct marketing messages have a call to action, where the customer is asked to; “call now”, “go in store to redeem a voucher”, “click here to buy”, “click here to visit a website” this provides the key Response, which can be reported as a direct response to the message in the mailing.

Direct-Response: a campaign whereby the target audience contacts the advertiser directly via, phone, web, email, sms or another direct channel

Disintermediation: the shortening of a channel of distribution by the removal of one or more channel members. The internet boom in the late 1990’s promised a shift in traditional retailing for instance with e-commerce being seen as a catalyst for disintermediation of traditional retail bricks and mortar stores

Diversification: introducing new offers to new/existing markets and creating new revenue streams for an existing business

Downstream: the channel members between a manufacturer/service provider and its users/consumers

DPI: Disposable Personal Income