This refers to a process of establishing goals for an ad campaign
such that it is possible to determine whether or not the goals have
been met. It stands for Defining Advertising Goals for Measured Advertising
compression: Method of reducing the amount of bandwidth required
to transmit information, thus increasing the speed of transmission.
mining: The collection and mathematical analysis of vast amounts
of computerized data to discover previously hidden patterns or unknown
recall test: A research method that tests consumers' memories
the day after they have seen an ad, to assess the ad's effectiveness.
Broadcast media divide the day into several standard time periods,
each of which is called a "daypart." Cost of purchasing
advertising time on a vehicle varies by the daypart selected.
trading: Making short-term trades in an attempt to profit off
of market inefficiencies.
constant: An estimate of the decline in product sales if advertising
advertising: FTC definition: A representation, omission, act or
practice that is likely to mislead consumers acting reasonably under
the circumstances. To be regulated, however, a deceptive claim must
also be material. See Materiality, below.
server: A web hosting server used by a single client company;
more broadly, a single computer in a network reserved for network
Demographics is data about the size and characteristics of a population
or audience (for example, gender, age group, income group, purchasing
history, personal preferences, and so forth).
of service: On the Internet, a denial of service (DoS) attack
is an incident in which a user or organization is deprived of the
services of a resource they would normally expect to have. Typically,
the loss of service is the inability of a particular network service,
such as e-mail, to be available or the temporary loss of all network
connectivity and services. In the worst cases, for example, a Web
site accessed by millions of people can occasionally be forced to
temporarily cease operation. A denial of service attack can also destroy
programming and files in a computer system. Although usually intentional
and malicious, a denial of service attack can sometimes happen accidentally.
A denial of service attack is a type of security breach to a computer
system that does not usually result in the theft of information or
other security loss. However, these attacks can cost the target person
or company a great deal of time and money.
To initiate, as in launching an e-business.
cash: Electronic money purchased in advance of expenditures, as
with a debit card. May be stored as encrypted data in a digital wallet
or in a cookie.
certificate: Confirmation of identity in an online environment,
often stored in a digital wallet.
wallet: Secure encrypted envelope that seals personal information
including bank accounts, credit card numbers, expiration dates, shipping
and billing addresses, and digital identification.
watermarking: Used most commonly for intellectual property protection,
a digital watermark can be either visible or invisible. It is usually
a company logo, copyright notification or other mark or message that
indicated the owner of the digital document.
e-mail: Sending e-mail for marketing purposes including advertising
products and sending special promotions.
house: An advertising specialties company that manufactures and
then sells its goods directly with its own sales force, rather than
mail: Marketing communications delivered directly to a prospective
purchaser via the US Postal Service or a private delivery company.
marketing: Sending a promotional message directly to consumers,
rather than via a mass medium. Includes methods such as Direct Mail
premium: A premium provided to the consumer at the same time as
Hierarchical database arranged by categories and subcategories. Used
to locate sites on the Web.
The removal (or obsolescence) of one or more intermediary roles on
the value chain between manufactures and consumers. An examples is
Hewlett-Packard's creation of a Web site that sells direct to end
users, thereby circumventing its traditional resellers.
Large Web advertisement, generally varying in size from quarter-screen
to full-screen, which links to another site.
list: An e-mail forum for people to discuss a particular topic.
Discussion list usually have a moderator who guides the discussion
and ensures that it is pertinent to the discussion list topic.
A company or person that distributes a manufacturer's goods to retailers.
The terms "wholesaler" and "jobber" are sometimes
used to describe distributors.
name: Web site identification register with InterNIC, ending in
a "top-level" designation such as .com, .edu, .gov, .mil,
.net, or .org.
page: A page designated as an entry point for viewers arriving
from another site or search engine. Can be existing page on a site
or a page independently created for that purpose.
A Web-based business; often refers to a venture-funded startup that
intends to make an IPO.
time: A measure of the time it takes for Web pages to appear on
a visitor's computer. Large graphic files can significantly slow down
your Web site's performance, discourage visitors from remaining.
rotation: Ads delivered on a rotating or random basis, allowing
different users to see different ads on a given page and for an ad
to appear on more than one page. Ads can also be dynamically rotated
through a particular section of a site or can be called up as part
of a keyword search.
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