Dictionary of Marketing Terms: tape entry
tape entry
method of data entry utilizing a magnetic tape to input data to a computer system. Tape entry is more efficient and accurate than key entry or scan entry, because it involves no document handling and no clerical processing that might introduce human error. In direct marketing, tape entry is the preferred means of entering orders to a fulfillment system but is only possible when the orders are prepared for entry by an intermediate organization such as a telephone agency or subscription agent. Orders received directly from customers are almost always in hard copy form.
