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A B C D E F G H I J K L M N O P Q R S T U V W XYZ 
 Action for Children's Television (ACT) A group formed during the 1970s to lobby the government to limit the amount and content of advertising directed at children. Advertorial A special advertising section designed to look like the print publication in which it appears. Check out the Instant Gratification Section on page 103 in Maxim's November 2002 Issue. They did a very nice job. I didn't realize that is was note the 'Special Advertising Section' until page 106.   Banner Exchange A banner exchange program is a program designed to allow marketers to exchange banners (a form of bartering) to enable marketers to promote their sites without the outlay of cash. A program typically allows a marketer to display one advertisement, across the network, for every two advertisements it hosts on its site. Unlike a straight exchange with one entity, exchange programs allow for the possibility for the banner to be displayed on many Web sites (those sites that participate in that particular network). Banner (Advertising) Banners are the primary form of advertisements on the Web. The standard banner usually appears at the top of a Web page, and will link to a target Web page, that may be the homepage of the advertiser or a target page developed by the advertiser that is more directly relevant to the message of the banner (a better use). Web advertising can also come in the form of buttons, half-banners, vertical banner ads and more. The IAB has developed banner size standards. Brand A brand is a product from a known source or organization. The name of the organization can also serve as a brand. The brand value reflects how a product's name, or company name, is perceived by the marketplace, whether that is a target audience for a product or the marketplace in general (clearly these can have different meanings and therefore different values). It is important to understand the meaning and the value of the brand (for each target audience) in order to develop an effective marketing mix, for each target audience. Branding (branding campaign) An ad campaign that focuses on introducing, re-introducing or enforcing the brand for a particular product or organization. Branding is one of the most unappreciated aspects of Web advertising because so many people focus on click-through rates. This is unfortunate because studies have shown internet advertising to be highly successful in building brand awareness. Byline In newsletter/magazine layout, a credit line for the author of an article.  Call to Action Call to Action is the action that is requested by a marketer's content (either from an advertising banner or Web-site copy). This may be to click-through to enter a contest, enter a survey to win a free prize or purchase a product. Cookie File (or cookies) The cookie file is a file that resides on the client machine. It contains data passed from Web sites, so that Web sites can communicate with this file when the same client returns. The Website only has access to the part of the cookie file that represents the interaction with that particular Website. Clearly the cookie file has caused some issues with respect to privacy. Considering that as consumers, we do not know what information is being stored in the file, we should become concerned! The cookie file was first developed in order to help sites with the transaction process of the Web. Without a cookie file, Web sites are not able to track a single user's path through a Website, thus a transaction that required multiple pages (as most do) would simply not be workable. Collective Mark A distinctive mark or symbol identifying an association, fraternal society, or membership in a trade union such as SGIA, SME, ASI, and AFL/CIO. See Certification Mark, Service Mark, Trade Mark. Certification Mark A symbol used to identify goods or services that meet certain criteria such as quality ratings or content levels. Typically, a system of rating is established by an independent organization, and the symbol is then licensed to approved manufacturers or service providers. Examples include: the Good Housekeeping Seal of Approval, the , and the Real symbol used on dairy products. See Collective Mark, Service Mark, Trade Mark. CPM CPM is a holdover from traditional media advertising, and does not take advantage of the Hypertext nature of the medium. It charges purely on the number of times the advertisement is served. It does account for branding effects, that are not accounted for in the other models. CPM is the cost per thousand ad impressions. A Web site that charges $15,000 per banner and guarantees 600,000 impressions has a CPM of $25 ($15,000 divided by 600). If an advertiser's CPM is $25 then you get 1000 impressions of your banner or ad for $25. CTR Click-through ratio or click-through rate. Metrics used in measuring the effectiveness of an advertising banner (and similar). The percentage of ad views that resulted in an ad click. A method of rating how many times a banner is clicked on. A ratio of the number of times a banner is shown to the number of times it is clicked on. For example, if a banner has a CTR of 20:1, it means that 1 out of 20 people have clicked on it (i.e. 5% of the people who viewed it).  Discussion Boards and Chat Rooms Discussion boards allow for asynchronous discussion between 2 or more people over a period of time. Chat rooms are designed for synchronous discussion at one time. Discussion boards are typically available for review, at any time, chat rooms have no data until a chat session begins.  Effective Frequency The number of times a target audience needs to be exposed to a message before the objectives of the advertiser are met. Emergent Consumers A market segment made up of the gradual but constant influx of first-time buyers. Eye-tracking Systems A type of physiological measure that monitors eye movements across print ads.  File size The actual size of the file. When referring to online banner advertising, this is the actul size of the image file in kilobytes. Frequency Is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time.  Geodemographic Segmentation A form of market segmentation that identifies neighborhoods around the country that share common demographic characteristics. Gross Impressions The sum of exposures to all the media placement in a media plan.  Habit A decision-making mode in which consumers buy a single brand repeatedly as a solution to a simple consumption problem. Hit or Hits The number of pages and graphical images requested from a Web site.  In-house Agency The advertising department of a firm. Integrated Marketing Communications (IMC) The process of using promotional tools in a unified way so that a synergistic communications effect is created. Interactive Media Media that allow consumers to call up games, entertainment, shopping opportunities, and educational programs. Today usually delivered via the Internet and most prevalent on subscription and pay-per-use sites. Inspiration "Genius is one percent inspiration and ninety-nine percent perspiration." -Thomas Alva Edison   Kiosk
 Lifetime Value Lifetime Value of the Customer determines the value of a customer to a firm, over the lifecycle of that customer. This removes the focus on individual transactions with customers and has become increasingly used with the developments of technology and market research, and thus the ability to focus on narrower target markets, even to the individual consumer in some cases. Lifetime Value is an important measure used for relationship marketing programs. Lifetime Value of Customers was a popular metric for internet firms as they built their customer bases. List Serves Electronic mailing lists on the Internet. Log Analysis Software Measurement software that allows a Web site to track hits, pages, visits, and users as well as audience traffic within the site.  Mailing List A file of names and addresses that an organization might use for contacting prospective or prior customers. Marketing Mix A combination of product offerings used to reach a target market for the organization. The marketing mix comprises the Product (what the actual offering comprises), Price (the value exchanged for that offering), Promotion (the means of communicating that offering to the target audience, promotional mix) and distribution (also known as Place, the means of having the product offering available to the target audience). The marketing mix is also known as the four Ps.  Narrowcasting The development and delivery of specialized television programming to well-defined audiences. Need State A psychological state arising when one's desired state of affairs differs from one's actual state of affairs. We've all been there.  Opt-in A policy for giving permission under which the user explicitly permits the Web site operator to either collect the information, use it in a specified manner and/or share it with others when such use or disclosure to third parties is unrelated to the purpose for which the information was collected. (See also "opt-out") Opt-out A policy under which the user's permission is implied unless the user explicitly requests that his/her information not be collected, used and/or shared when such use or disclosure to third parties is unrelated to the purpose for which the information was collected. (See also "opt-in")  Page View Number of times a user requests a page that may contain a particular ad. Indicative of the number of times an ad was potentially seen, or "gross impressions." A measure of how many times a complete page is displayed. Count one page view each time a page is displayed. Pay-per-click The same as the terms under paying "impressions," the advertiser pays a certain fee each time the page is viewed.   Rich Media Rich media refers to media on the Web that offers an enhanced, interactive experience. VRML for 3-D, Macromedia Flash and Shockwave would be good examples of languages for rich media. The Rich Media SIG is a good resource for emerging technologies. Rich media is often used for banner advertisements, for homepages and for e-mail communications. It is important, however, for designers considering the use of rich media, to understand the audience they are designing for, and make sure the audience has access to the information being conveyed via the rich media (browsers do not have many rich media technologies built into their viewing capabilities, therefore plug-ins are required). RON Run of Network. Refers to banner advertising that runs across a network of sites or microsites. ROS Run of Site. Refers to banner advertising that runs on one Web site. Reach Refers to the number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time.  Service Mark Similar to a trademark but used to refer to services rather than goods. May be denoted by SM prior to registration (like TM); denoted by ® once registered. See Certification Mark, Collective Mark, Trade Mark. Spam A term used for unsolicited e-mail sent by marketers and individuals who typically have purchased an e-mail mailing list. Switchers A market segment made up of consumers who often buy what is on sale or choose brands that offer discount coupons or other price incentives. Also called variety seekers.  Target Marketing Communicating with a specific group of consumers with similar characteristics, within a broader group of consumers who purchase the type of product. Market Segmentation is the process of target marketing. Once target market(s) are identified, the organization develops a product offering (marketing mix) that is positioned to be attractive to that segment. Top-of-the-mind Awareness Keen consumer awareness of a certain brand, indicated by listing that brand first when asked to name a number of brands. Trade Mark A trademark is a word, phrase, symbol or design, or a combination of words, phrases, symbols or designs, that identifies and distinguishes the source of the goods of one party from those of others. When applying the trademark symbol, it should appear as: CalligraphyCatsTM. See Certification Mark, Collective Mark, Service Mark.  URL URL (Universal Resource Locator) is the Web address of a Web page. Thus the URL for this site is http://www.ecstewart.com. Usenet A collection of more than 13,000 discussion groups on the Internet. User Positioning A positioning option that focuses on a specific profile of the target user.  Validity In advertising research, a term used to describe the information that is relevant to the research questions being investigated. Vertical Cooperative Advertising An advertising technique whereby a manufacturer and dealer (either a wholesale or retailer) share the expense of advertising.  Web Truncated for the original term World Wide Web that contains a system of Internet servers that support specially formatted documents. The documents are formatted in a markup language called HTML (HyperText Markup Language) that supports links to other documents, as well as graphics, audio, and video files. This means you can jump from one document to another simply by clicking on hot spots. Not all Internet servers are part of the World Wide Web. Usage Note: Web has been deemed as a proper noun (a place), thus, "Web site" is correct while "website" is not. Web site Each Web site contains a home page, which is the first document users see when they enter the site. The site might also contain additional documents and files. Each site is owned and managed by an individual, company or organization. Within-vehicle Duplication Exposure to the same advertisement in the same media at different times.  |