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R
Response Device
On every outgoing direct mail piece,
there is included a response device
which usually shows up in the "window"
in the envelope to provide the name
and address. The response device is
an order or donation form. It is important
because it usually contains the prospect
number, and a source code that identifies
the offer, package, list, segment, etc.
Rollout
After a direct mail test of a few thousand
letters, a rollout is the mailing to
the rest of the names on the successful
lists. It may be preceded by a second
test or "continuation."
Rank
A web site or advertisement's standing
in comparison to other web sites or
advertisements. Rank provides advertisers
with information on performance comparisons.
Rate Card
The published rates and ad space availability
for a particular media such as a web
site. Usually subject to change and
often negotiable. May also include technical
details regarding the banner specifications.
Reach
The number of unique visitors that visited
a site over the course of the reporting
period, expressed as a percent of the
universe for the demographic category.
Also called unduplicated audience.
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