: American Academy of Advertising. An association of educators,
students, and former educators in advertising.
: American Association of Advertising Agencies. An association whose
members are ad agencies.
: Association of National Advertisers. An association whose members
are advertisers, i.e., companies that advertise their products or services.
the fold: Ad placement on the top half of a page before a viewer
would need to scroll down.
log: An access log is a list of all the requests for individual
files that people have requested from a Web site. These files will include
the HTML files and their imbedded graphic images and any other associated
files that get transmitted. The access log (sometimes referred to as
the "raw data") can be analyzed and summarized by another
an access log can be analyzed to tell you:
number of visitors (unique first-time requests) to a home page
origin of the visitors in terms of their associated server's domain
name (for example, visitors from .edu, .com, and .gov sites and from
the online services)
many requests for each page at the site, which can be presented with
the pages with most requests listed first
patterns in terms of time of day, day of week, and seasonally Access
log keepers and analyzers can be found as shareware on the Web or
may come with a Web server.
For Web advertising, an ad is almost always a banner, a graphic image
of a designated pixel size and byte size limit. It is usually animated
GIF. An ad or set of ads for a campaign is often referred to as "the
creative." Banners and other special advertising that include an
interactive or visual element beyond the usual are known as rich media.
Using a combination of state-of-the-art technology and media expertise,
ad networks help advertisers and publishers make web advertising work
by successfully centralizing the planning, execution, control, tracking
and reporting for high-impact, online media campaigns. Ad networks leverage
technology to create solutions that help advertisers and publishers
unleash the power of the Internet for branding, selling products, and
building relationships with customers. A network of sites is usually
grouped by vertical-sector and premium-branded sites, with which to
serve ads for efficient targeting, reach and reporting.
When an ad is requested from the server. This happens when someone
visits a Web page that has an advertisement and the surfer's browser
asks the server to deliver the ad. For a variety of reason the ad may
not always be successfully served.
Ads are often rotated into ad spaces from a list. This is usually done
automatically by software on the Web site or at a central site administered
by an ad broker or server facility for a network of Web sites. For example,
Latitude90, a leading ad sales firm, provides an ad serving and tracking
service, called adMonitor, for the network of independent sites that
it sells impressions and sponsorships for.
An ad space is a space on a Web page that is reserved for ads. An ad
space group is a group of spaces within a Web site that share the same
characteristics so that an ad purchase can be made for the group of
An ad view, synonymous with ad impression, is a single ad that appears
(usually in full view without scrolling) on a Web page when the page
arrives at the viewer's display. Ad views are what most Web sites sell
or prefer to sell. A Web page may offer space for a number of ad views.
In general, the term impression is more commonly used.
A measure of readership averages for print publications over a two-year
period, used as a baseline for comparing specific ads to an average.
premium: A premium provided to a consumer, on the condition of some
The manufacturer, service company, retailer, or supplier who advertises
their product or service.
There are a variety of definitions, with subtle but important distinctions.
While the general public frequently views advertising as encompassing
all forms of promotional communication, most advertising practitioners
limit it to paid communications conveyed by a mass medium. The latter
definition distinguishes advertising from other forms of marketing communication,
such as Sales Promotion, Public Relations, and Direct Marketing.
allowance: Money provided by a manufacturer to a distributor for
the purpose of advertising a specific product or brand.
budget: Money set aside by the advertiser to pay for advertising.
There are a variety of methods for determining the most desirable size
of an advertising budget.
elasticity: The relationship between a change in advertising budget
and the resulting change in product sales.
plan: An explicit outline of what goals an advertising campaign
should achieve, how to accomplish those goals, and how to determine
whether or not the campaign was successful in obtaining those goals.
research: Research conducted to improve the efficacy of advertising.
It may focus on a specific ad or campaign, or may be directed at a more
general understanding of how advertising works or how consumers use
the information in advertising. It can entail a variety of research
approaches, including psychological, sociological, economic, and other
specialty: A product imprinted with, or otherwise carrying, a logo
or promotional message. Also called a promotional product.
advertising: Advertising used to promote a position on a political,
controversial or other social issue.
A Web site that partners with an online merchant by including links
to promote the merchant's products or service. In exchange, the affiliate
receives a commission, flat fee, or other incentive for all valid transactions
it refers to its partner that generate a sale, a sales lead, or some
other user action.
marketing: Affiliate marketing is the use by a Web site that sells
products of other Web sites, called affiliates, to help market the products.
Amazon.com, the book seller, created the first large-scale affiliate
program and hundreds of other companies have followed since.
solutions providers: Online companies that provided solutions to
merchants seeking to provide affiliate programs. Affiliate solutions
provide also enable affiliates to review and join prescreened affiliate
programs and manage their participation in such programs.
disclosure: A disclosure of information in an advertisement, required
by the Federal Trade Commission or other authority, that may not be
desired by the advertiser. This information frequently admits to some
limitation in the product or the offer made in the advertisement.
commission: The agency's fee for designing and placing advertisements.
Historically, this was calculated as 15 percent of the amount spent
to purchase space or time in the various media used for the advertising.
In recent years the commission has, in many cases, become negotiable,
and may even be based on some measure of the campaign's success.
log: A server record that shows which programs have contacted a
Stands for Attention, Interest, Desire, and Action. This is a historical
model of how advertising works, by first getting the consumer's attention,
then their interest, etc.
recall: A research method frequently used to determine what consumers
remember about an advertisement they have seen or heard.
carte services: Rather than provide all advertising services for
one price, an agency may provide only the services that a client wishes
A short, unexpected, e-mail focused on a single topic, typically encouraging
the recipient to pick up an incentive located on an unlinked page of
you Web site.
tag: Code that tells your browser to show specific text while a
graphic is loading. When a banner is downloading, the ALT text can be
reinforcing the ad's message with a simple line of text.
AltaVista is the most popular A Tour of the Internet, Where to Go...Search
Engine on the Internet. It has indexed the contents of over 31 million
Web pages found on 476,000 servers. It has also indexed four million
articles from 14,000 Usenet news groups. In early May 1997, AltaVista
reported nearly 30 million accesses each weekday. In addition to full-text
searches, AltaVista can also search graphic images and tell you who
is linked to your own Web pages. AltaVista's search robot, known as
Scooter, can look at and collect data from three million Web pages per
day. Its indexer, Ni2, indexes one gigabyte of data per hour. In addition
to AltaVista's free public search service, its parent company, Digital
Equipment Corporation (DEC) sells AltaVista for individual use (downloaded
to your computer, it can search everything on your hard disk) and for
enterprise intranet. The AltaVista product offerings are described at
DEC's AltaVista Web site.
A formula or model executed by a computer program.
An alternate e-mail address to which mail is forwarded.
Amaya is the Web browser (somewhat similar to the Netscape and Internet
Explorer browsers) that was developed by members of the World Wide Web
Consortium (W3C) as a practical tool as well as a testing ground for
W3C ideas. Amaya includes an HTML editor as well as a viewer and can
be downloaded freely from the W3C Web site for use in either Linux or
Windows 95/NT/2000 operating system. Amaya is distributed as open source
software, meaning that software developers are free to add to or modify
its code and extend its capabilities. According to Web inventor and
W3C Director Tim Berners-Lee, Amaya was developed because at the time
no commercially available browser included editing capabilities. The
idea was to develop the browser as a way to see why such capabilities
hadn't been provided and perhaps help solve any problems that were in
the way. Amaya also offers a testing platform for other W3C developments
such as MathML, a user interface for creating complex mathematical expressions.
The advertisement's selling message.
Small application programs that can be embedded within a Web page. Applets
cannot be directly activated from the operating system.
Arachnotaxis is the use of a table or structured list of URLs for
Web sites (or words that hyperlink to Web sites) in order to help locate
them. A structured bookmark list or a portal directory (such as the
ones at Yahoo.com or SearchITServices.com) exemplify arachnotaxis, a
term derived from Arachne, the weaver who in Greek legend was turned
into a spider, and thence arachnion, a variation that meant the spider's
web, and taxis, a Greek word for an orderly or systematic arrangement
of items or terms, especially by classification. As a term, arachnotaxis
could be considered a "serious" sniglet (a meaning in search
of a term) until such time as its use is more widely adopted. Its inventor,
Steve Gruenwald, first used the term in mid-1998, when he was searching
for something to describe a taxonomy used to guide users to Web sites.
(TechTarget.com sites use the term taxonomy to describe our categorized
lists of Web sites.)
A compressed or backed up data file.
Active Server Page. A Web page created dynamically in response to a
user request that uses ActiveX scripting.
In Web advertising, this usually means a third-party company that audits
the number of visitors to or impression sent from a Web site during
some time period. When you try to sell advertising, having a third-party
auditor gives the prospect more confidence in your audience numbers.
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