| back-end strategies | Operational decisions about how responses to direct marketing offers will be handled.
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| call center | A bank of telephones staffed by sales representatives whose dialogue is guided by computer-generated scripts.
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| compiled list | A list of names and addresses collected from public sources.
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| direct marketing | (1) A data-driven marketing approach that combines demand creation with fulfillment. (2) An interactive, database-driven messaging system that uses a range of media to motivate a response from customers and prospects.
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| direct-response advertising | A brand message in any of the mass media that asks the receiver (reader, viewer, or listener) to respond directly to the sender.
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| front-end strategies | The marketing communication and media mix used to explain and deliver an offer.
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| fulfillment | Getting the product or the information requested to the customer in a convenient, cost-effective, and timely fashion.
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| inbound calls | Calls initiated by prospects and customers.
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| offer | Everything, both tangible and intangible, promised by a company in exchange for money or some other desired behavior.
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| outbound calls | Calls initiated by a marketing organization.
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| response list | A list of people who have responded to related direct-marketing offers.
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| subscriber lists | Lists of subscribers to magazines.
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| telemarketing | The practice of using the telephone to deliver a brand message designed to create a sale or sales lead.
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| telephony | The technical name for the transmission of sound between two points.
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