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DAGMAR: 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 Results.

Data compression: Method of reducing the amount of bandwidth required to transmit information, thus increasing the speed of transmission.

Data mining: The collection and mathematical analysis of vast amounts of computerized data to discover previously hidden patterns or unknown relationships.

Day-after recall test: A research method that tests consumers' memories the day after they have seen an ad, to assess the ad's effectiveness.

Daypart: 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.

Day trading: Making short-term trades in an attempt to profit off of market inefficiencies.

Decay constant: An estimate of the decline in product sales if advertising was discontinued.

Deceptive 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.

Dedicated server: A web hosting server used by a single client company; more broadly, a single computer in a network reserved for network needs.

Demographics: 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).

Denial 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.

Deployment: To initiate, as in launching an e-business.

Digital 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.

Digital certificate: Confirmation of identity in an online environment, often stored in a digital wallet.

Digital wallet: Secure encrypted envelope that seals personal information including bank accounts, credit card numbers, expiration dates, shipping and billing addresses, and digital identification.

Digital 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.

Direct e-mail: Sending e-mail for marketing purposes including advertising products and sending special promotions.

Direct house: An advertising specialties company that manufactures and then sells its goods directly with its own sales force, rather than through retailers.

Direct mail: Marketing communications delivered directly to a prospective purchaser via the US Postal Service or a private delivery company.

Direct marketing: Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.

Direct premium: A premium provided to the consumer at the same time as the purchase.

Directory: Hierarchical database arranged by categories and subcategories. Used to locate sites on the Web.

Disintermediation: 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.

Display: Large Web advertisement, generally varying in size from quarter-screen to full-screen, which links to another site.

Discussion 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.

Distributor: A company or person that distributes a manufacturer's goods to retailers. The terms "wholesaler" and "jobber" are sometimes used to describe distributors.

Domain name: Web site identification register with InterNIC, ending in a "top-level" designation such as .com, .edu, .gov, .mil, .net, or .org.

Doorway 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.

Dot-com: A Web-based business; often refers to a venture-funded startup that intends to make an IPO.

Download 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.

Dynamic 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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