GLOSSARY

Analysis:
After the completion of each and every project, the team performs a "post project evaluation". This technique examines all of the components of the project or campaign. This information is invaluable in gauging the success of the project, and will provide data to refine and alter the next arm of the campaign.

Business Strategy:
The competition is fierce and a solid strategy for success is needed. Our experts can adjust to the latest trends and find that gap in the market to help your company maximize profits on any budget.

Creative Design:
It is imperative that your project be aesthetically pleasing and inviting to the user. It must support the content, but not overpower it. This concerns the overall appearance of the project that provides the all-important first impression which can instill or destroy creditability. This includes color choices, font choices, image size, quality, and placement.

Direct Mail Campaign:
Direct Mail is classified as the sending by mail, fax, or email of advertising communications addressed to specific prospective customers, and moves them to action. After pinpointing a target audience using demographics (names, addresses, income, age, etc.) and sometimes psychographics (social, economic, and lifestyle information) a campaign is put into motion. Direct mail is one tool that can be used as part of a marketing strategy. By enabling advertisers to target a specific type of potential customer, however, direct mail can be more cost-efficient than other advertising media. It is frequently used as part of a relationship marketing strategy.

Functional Development:
The greatest design in the world means nothing unless it is executed in its chosen media (print or web). The "back end" of the web is also critical. Databases, search capabilities, and security are just a few of the functional development issues to be considered on web projects.

Internet Marketing:
This can include, but is not limited to, the use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, email marketing, affiliate marketing, interactive advertising, search engine marketing (including search engine optimization), blog marketing, article marketing, and blogging.

Prospecting:
Direct mail as a means of prospecting, offers the major advantage of allowing one to reach a large number of people without being physically present. There are basically two basic kinds of direct mail strategies: one-time mailings and "campaigns." Many experts believe that direct mailings should be followed by personal phone calls, within one to two weeks after the mailing. Although this is time consuming, it can significantly increase the actual appointments or outright sales.

ROI
Return On Investment (ROI) is dominating modern marketing's methods and means. Sales and marketing professionals are now asked to determine payback periods and present values. However, the paper argues that ROI is more than just mathematics-based calculation and analysis. ROI requires very human, very relationship-driven, qualitative skills.

Search Engine Optimization:
Search Engine Optimization is crucial to driving traffic to your web site. This service encompasses everything from information architecture, keyword research, copy writing, redeveloping the web site, creating incoming links, submitting to search engines and finally, reporting on its results.

Web Based Business Solution:
Sav-Mor Drugs takes full advantage of a multi-pronged web solution. They utilize an intranet/portal that connects over 70 stores for variety of resource sharing resources. This includes a file repository, online weekly ad fliers, and "Med-Share" this is a custom inventory system that tracks medications and distributes them to a Sav-Mor store before they expire.

Web Centric Advertising:
Web Centric Advertising is focused on delivering high performance and track able results. This includes customizing and synchronizing a direct mail campaign with personalized URL's (a customer receives a postcard and logs in to the url listed on the post card), and is greeted by a personalized message that includes their name, and perhaps a photo from their postcard.