Frequently Asked Questions. Appear often on news groups, mailing lists,
forums, and technical support sites.
Federal Trade Commission. The federal agency primarily responsible
for regulating national advertising.
pack: A premium attached to a product, in or on the packaging.
Until the mid-1980s, a Federal Communications Commission policy that
required broadcasters to provide time for opposing viewpoints any
time they broadcast an opinion supporting one side of a controversial
brand: A brand name that is used for more than one product, i.e.,
a family of products.
FAST is a coalition of the Internet Advertising Bureau (), the ANA,
and the ARF that has recommended or is working on guidelines for consumer
privacy, ad models and creative formats, audience and ad impression
measurement, and a standard reporting template together with a standard
insertion order. FAST originated with Proctor and Gamble's Future
of Advertising Stakeholders Summit in August 1998. FAST's first guideline,
available in March 1999, was a guideline on "Basic Advertising
Measures." Our definitions in this list include the FAST definitions
for impression and click.
Filtering is the immediate analysis by a program of a user request
to determine which ad(s) to return in the requested page. A Web page
request can tell a Web site or its ad server whether it fits a certain
characteristic such as coming from a particular company's address
or that the user is using a particular level of browser. The Web ad
server can respond accordingly.
Finger is a program that tells you the name associated with an e-mail
address. It may also tell you whether they are currently logon at
their system or their most recent logon session and possibly other
information, depending on the data that is maintained about users
on that computer. Finger originated as part of BSD UNIX. To finger
another Internet user, you need to have the finger program on your
computer or you can go to a finger gateway on the Web and enter the
e-mail address. The server at the other end must be set up to handle
finger requests. A ". Plan" file can be created for any
user that can be fingered. Commonly, colleges, universities, and large
corporations set up a finger facility. Your own Internet access provider
may also set up information about you and other subscribers that someone
else can "finger." (To find out, enter your own e-mail address
at a finger gateway.)
method: A method of determining an advertising budget, which is
based directly on the number of units sold.
Send online communication involving personal attacks and/or derogatory
program: A program that pays affiliates a predetermined amount
(as opposed to a percentage) for every visitor (or first-time visitor)
they send to the program-provider merchant's site.
rate: A media rate that allows for no discounts.
An advertising campaign on a specific Web site for a Specific time
period. Also, to send out a creative to a Web site.
"Above the fold," a term borrowed from print media, refers
to an ad that is viewable as soon as the Web page arrives. You don't
have to scroll down (or sideways) to see it. Since screen resolution
can affect what is immediately viewable, it's good to know whether
the Web site's audience tends to set their resolution at 640 by 480
pixels or at 800 by 600 (or higher).
A typeface style, such as Helvetica, Times Roman, etc., in a single
size. A single font includes all 26 letters, along with punctuation,
numbers, and other characters.
Part of a Web page containing one or more fields for visitors to enter
their e-mail address (and/or additional information) accompanied by
a Submit button that visitors click on to transfer their e-mail address
and other information to you as e-mail or that automatically adds
the information to your e-mail database.
Open, nonsimultaneous discussion on an online service or Web site.
Operates like new groups on the Net.
Ps: Stands for Product, Price, Place (i.e., distribution), and
systems: The portion of your e-business that is visible to the
File Transfer Protocol, Method used to upload and download files between
a computer and Internet servers.
agency: An agency that handles all aspects of the advertising
process, including planning, design, production, and placement. Today,
full-service generally suggests that the agency also handles other
aspects of marketing communication, such as public relations, sales
promotion, and direct marketing.
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