3602
Postal receipt used as verification of performance (shows dates of mailing and quantity mailed) for card packs and co-op mailings
Bangtail envelope
Special envelope that uses the inside of a large flap (or an additional flap connected to back of envelope) to serve as the order form
Bind-in
Printed insert bound or stapled into a catalog or magazine
Blow-in
Printed insert — usually a postcard or a double postcard — blown into a catalog as the catalog comes off press
Bounce-back
Follow-up offer from a cataloger sent to a customer in the same package as the merchandise just ordered
BRC
Business reply card
BRE
Business reply envelope
Card pack (card deck)
Cooperative mailing, usually targeted to a specific industry or type of consumer, consisting of at least 30 BRCs polywrapped and mailed third class
FSI
Free-standing insert distributed with a newspaper
Package insert program
Program that allows you to put an advertising piece into a mail order firm’s product fulfillment package
Retail bag program
Program in which inserts are placed in bags given to customers following purchases at participating stores
Ride-along program
Program in which a company mails a catalog, circular, or announcement to its customer base while allowing outside advertising to accompany, or “ride along” with, the mail piece
Sampling
Method of insertion that distributes “goody bags” filled with product samples, coupons, and inserts free to specific markets, such as senior citizens, college students, newlyweds, and new mothers
Space ad
One- to four-page insert placed in the Sunday supplement section of a newspaper
Statement stuffer
Outside insert allowed to mail first class within the envelope carrying an invoice, renewal notice, or statement from a telephone company, utility, cable TV system, magazines, or other business
Take-one
Insert placed in a rack at a supermarket
Tent card
Double postcard
Sources: Fran Golub, senior vice president, list management, Walter Karl; Leon Henry, president/CEO, Leon Henry Inc.; Bart Loring, president/CEO, Loring Direct Response