Download information and store in memory for future use.
to action: A marketing and sales device that tells the customer
how to take the next step towards a purchase or execute an activity;
often uses an imperative verb.
Decreased in sales of one or more products in a line, when a new product
development index (CDI): A comparison of the percent of sales
of a product category in a market, to the percent of population in
order: An order by the Federal Trade Commission requiring an advertiser
to stop running a deceptive or unfair advertisement, campaign, or
network: Network architecture that uses a redundant design so
that multiple nodes remain running even if one becomes inoperative.
Abbreviation for consumer-to-consumer commerce; that is, commerce
with no middle business people The most notable examples are Web-based
auction and classified as sites. Most large venues for such models
(for example, eBay and Classifieds2000) are quickly permeated by consumers
who participate so actively and regularly that they become small businesses
for them. The presence of these quasi-consumers and the obvious businesses
that sell through these sites blurs the distinction between b-to-C
and pure C-to-C.
Common Gateway Interface. Web programming method that turns non-Web
information into a Web document on the fly and vice versa. Used for
interactive online elements such as registration forms.
of distribution: The routes used by a company to distribute its
products, e.g., through wholesalers, retailers, mail order, etc.
A web software program that reviews and totals prices for items in
a shopping cart, adds shipping and taxes, and arranges for customer
Negative term referring to constantly searching out new customers
to replace lost customers. A costly and inefficient way to run a business.
ratio: Abbreviation for clicks per impression, or more commonly,
Short text advertisements organized by category.
According to ad industry recommended guidelines from FAST, a click
is "when a visitor interacts with an advertisement." This
does not apparently mean simply interacting with a rich media ad,
but actually clicking on it so that the visitor is headed toward the
advertiser's destination. (It also does not mean that the visitor
actually waits to fully arrive at the destination, but just that the
visitor started going there.)
Business models that are hybrid between Web-based and traditional
(brick-and-mortar) business models. The term is attributed to David
Pottruck, co-CEO of Charles Schwab, a firm whose Web services are
tightly integrated with its traditional, physical, customer service-oriented
stream: A click stream is a recorded path of the pages a user
requested in going through one or more Web sites. Click stream information
can help Web site owners understand how visitors are using their site
and which pages are getting the most use. It can help advertisers
understand how users get to the client's pages, what pages they look
at, and how they go about ordering a product.
A clickthrough is what the sponsoring site as a result of an ad click
counts. In practice, click and clickthrough tend to be used interchangeably.
A clickthrough, however, seems to imply that the user actually received
the page. Some advertisers are willing to pay only for clickthroughs
rather than for ad impressions.
rate: The click rate is the percentage of ad views that resulted
in clickthroughs. Although there is visibility and branding value
in ad views that don't result in a clickthrough, this value is difficult
to measure. A clickthrough has several values: it's an indication
of the ad's effectiveness and it results in the viewer getting to
the advertiser's Web site where other messages can be provided. A
new approach is for a click to result not in a link to another site
but to an immediate product order window. What a successful click
rate is depends on a number of factors, such as: the campaign objectives,
how enticing the banner message is, how explicit the message is (a
message that is complete within the banner may be less apt to be clicked),
audience/message matching, how new the banner is, how often it is
displayed to the same user, and so forth. In general, click rates
for high-repeat, branding banners vary from 0.15 to 1%. Ads with provocative,
mysterious, or other compelling content can induce click rates ranging
from 1 to 5% and sometimes higher. The click rate for a given ad tends
to diminish with repeated exposure.
The ad agency's term for the advertisers it represents.
A bundle of links created and managed in Clip2.com, any of which can
be a link to affiliated products or service.
loop reporting: Measuring the achievement of goals beyond simple
click-though- orders leads, etc. that are generated from specific
banners on specific sites.
Include two or more brand names in extended promotional activities
to encourage viewers to associate the two.
On the Web, typically refers to HTML code (though programming
purists point out that HTML does not compile and is therefore merely
a markup language, not true code.) Affiliate solutions providers have
online tools that provide affiliates with the lines of code they need
to add affiliate links to their Web pages and/or clips. Affiliates
can simply copy the appropriate code and paste it into their on HTML
A type of premium that consumers may desire to have as a part of a
greater collection of similar goods.
Provide a secure physical locations for a business' server hardware.
Typical CO-location services include dedicated Internet connections
and protection from power outages, fire and other disasters.
The compensation paid to affiliates for participation in a merchant's
affiliate program. Commission rates vary from merchant to merchant.
Technically, flat fees are a form of commission, but most affiliate
programs use the word commission to refer to compensations based on
a percentage of the sales price.
program: A program that pays a predetermined percentage commission
on the revenue generated by the sale of a product or service to a
visitor who came from the referring affiliate's site.
Creating a feeling of loyalty among customers and prospects by permitting
them to shore information with each other through chat rooms or moderated
advertising: An advertising appeal that consists of explicitly
comparing one product brand to a competitive brand.
model: Allows customers to search a variety of merchants and find
a desired product or service at the lowest price.
pricing: A pricing strategy that is based upon what the competition
parity: A method of determining an advertising budget, designed
to maintain the current "share of voice."
layout: A rough layout of an ad designed for presentation only,
but so detailed as to appear very much like the finished ad will look.
Preliminary designs for a graphic or Web presentation.
Network: Two or more computers connected together to share resources.
usage compliance survey: Allow business owners to create a custom
user's policy to define how the company will monitor Web surfing,
e-mailing, visits to restricted sites, downloading of inappropriate
images and use of encryption.
Chain together in a sequence.
order: Also called a consent decree, this is a Federal Trade Commission
order, by which an advertiser agrees to make changes in an advertisement
or campaign, without the need for a legal hearing.
advertising: Advertising directed at a person who will actually
use the product for his or her own benefit, rather than to a business
behavior: Study of how people behave when obtaining, using, and
disposing of products (and services).
jury test: A method of testing advertisements that involves asking
consumers to compare, rank, and otherwise evaluate the ads.
profile: Collected personal information on a consumer, usually
for marketing purposes.
stimulants: Promotional efforts designed to stimulate short-term
purchasing behavior. Coupons, premiums, and samples are examples of
Advocating the rights of consumers, as against the efforts of advertisers,
(2) the emphasis of advertising and marketing efforts toward creating
consumers. These two definitions are almost opposite in meaning, but
the former is commonly used today, while the latter was common prior
to the 1970s.
premium: Special product packaging, where the package itself acts
as a premium of value to the consumer.
delivery service: Manages, updates, and distributes Web site content.
manager: Frequent and efficient updating of Web site content.
Scheduling advertisements to appear at regular intervals over a period
advertising: Scheduling advertisements to appear regularly, even
during times when consumers are not likely to purchase the product
or service, so that consumers are constantly reminded of the brand.
rate: The percentage of visitors to a merchant's site who actually
make a purchase during that visit. High conversion rates suggest high-quality
or prequalified shoppers, those more likely to buy, as opposed to
random visitors. Providing helpful information alongside affiliate
links (such as reviews of the products) tends to weed out the uninterested,
while motivating the interested to chick through to the merchant to
dollars: Advertising subsidy in which a manufacturer underwrites
some of the promotional cost incurred by its retailers or distributors.
testing: Research to determine an ad's effectiveness, based on
consumer responses to the ad.
The protection given to the author of an original piece, including
"literary, dramatic, musical, artistic and certain other intellectual
works," whether the work has been published or not.
fair information practices: Established by the Federal Trade Commission
regarding online marketing tactics that involve using consumer information.
advertising campaign: A campaign that promotes a corporation,
rather than a product or service sold by that corporation.
advertising: Advertisements or messages within advertisements
that the Federal Trade Commission orders a company to run, for the
purpose of correcting consumers' mistaken impressions created by prior
efficiency : or a media schedule, refers to the relative balance
of effectively meeting reach and frequency goals at the lowest price.
Cost-per-action is what an advertiser pays for each visitor that takes
some specifically defined action in response to an ad beyond simply
clicking on it. For example, a visitor might visit an advertiser's
site and request to be subscribing to their newsletter.
This is a more specific form of cost-per-action in which a visitor
provides enough information at the advertiser's site (or in interaction
with a rich media ad) to be used as a sales lead. Note that you can
estimate cost-per-lead regardless of how you pay for the ad (in other
words, buying on a pay-per-lead basis is not required to calculate
Sites that sell products directly from their Web site or can otherwise
determine sales generated as the result of an advertising sales lead
can calculate the cost-per-sale of Web advertising.
A program that a Web site uses to count the number of visits to a
CPM is "cost per thousand" ad impressions, an industry standard
measure for selling ads on Web sites. This measure is taken from print
advertising. The "M" has nothing to do with "mega"
or million. It's taken from the Roman numeral for "thousand."
CPTM is "cost per thousand targeted" ad impressions, apparently
implying that the audience you're selling is targeted to particular
Creative: Ad agencies and buyers often refer to ad banners and
other forms of created advertising as ""the creative."
Since the creative requires creative inspiration and skill that may
come from a third party, it often doesn't arrive until late in the
preparation for a new campaign launch.CRM:
Customer relationship management. A generic term that means to build
long-term customer relationships by offing incentives for customers
to remain loyal instead of taking their business elsewhere.
Creating marketing incentives in partnership with other no competing
advertising: Uses a combination of rich media and traditional
advertising forms to execute an advertising campaign.
To recommend or display related or additional products to a customer
who has already exhibited interest in a particular product type. Examples
include: a grocery store displaying salsa next to chips; and the Travelocity
site offering the option to rent a car to somebody who just purchased
an airline ticket online.
acquisition: Additional sales, which can result from having affiliates.
development cycle: Refers to the five stages that define the relationship
between a business and its customers and prospects.
lifetime value: A measure of customer loyalty based on customer
revenue or profits a customer generated over the length of the customer
relationship rather than a single time period.
registration: Requiring visitors to fill out a form with personal
information that is used to create a profile.
retention: The philosophy of treating customers so well that they
lack any reason to go anywhere else. The philosophy of building your
business on the basis of repeat sales, past customers, and word-of-mouth
squatting: The illegal practice of registering someone else's
trademarked, service-marked, or personal URL with intention of resale.
©1999, 2000, 2001, eMarketingAssociation - All Rights Reserved