Double Truck
Print advertising that uses any two full side-by-side pages (not necessarily the center ones, see "center spread") in a publication.
Dummy
- A mock-up of a print piece showing placement in and the nature of the marketing communication vehicle.
- A fictitious name in a mail, telephone or e-mail list placed solely for the purpose of tracking the use of the list to ensure that the list purchaser or renter does not break the sales or rental contract.
A similar term, "decoy", is a real name included for this purpose. The decoy person, household or organization either works for the list owner/broker or otherwise agrees to help by reporting any misuse.
The process of including decoys or dummies is called "seeding" or "salting".
Dupe
A duplicate listing of the same person, household or organization in a mail, telephone or e-mail list. The listing may not be a complete duplicated to be considered a dupe. For example, one may carry a first initial while another carries full first and middle names; one may contain an old address while another contains the new one; etc.
Duplicate Elimination
Eliminate any duplicate listings in a mail, telephone, e-mail list. This is not a trivial exercise since the listings may not be perfect duplicates. For example, one may carry a first initial while another carries full first and middle names; one may contain an old address while another contains the new one; etc.