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Packers: Means of dividing up and structuring information in a computer message for reliable Internet transmission to the correct address.

Paigeview: The delivery of a Web page to a user's browser. This is a measure of page delivery only; it does not indicate whether the user actually viewed the page. Some users might click through to the next page before the first page finishes downloading, and the first page would still register as one pageview.

Partner relationship management: Increasing efficiency in operation and maintain and improving relations between a business and its partners.

Password protected: Pages that can only be accessed after first entering a password identifying the visitor as someone authorized to view the page. Used to deliver incentives and premium content to visitors as they proceed through the customer development cycle.

Payout planning: Approach to advertising budgeting in which the dollars spent to advertise are represented as an investment toward sales and profits.

Pay-per-click: In pay-per-click advertising, the advertiser pays a certain amount for each clickthrough to the advertiser's Web site. The amount paid per clickthrough is arranged at the time of the insertion order and varies considerably. Higher pay-per-click rates recognize that there may be some "no-click" branding value as well as clickthrough value provided.

Pay-per-lead: In pay-per-lead advertising, the advertiser pays for each sales lead generated. For example, an advertiser might pay for every visitor that clicked on a site and then filled out a form.

Pay-per-sale: Pay-per-sale is not customarily used for ad buys. It is, however, the customary way to pay Web sites that participate in affiliate programs, such as those of Amazon.com and Beyond.com.

Pay-per-lead: An ad pricing structure by which the advertiser pays the publisher according to the number of sales generated by an ad.

Pay-per-view: Since this is the prevalent type of ad buying arrangement at larger Web sites, this term tends to be used only when comparing this most prevalent method with pay-per-click and other methods.

Per inquiry: An agreement between a media representative and an advertiser in which all advertising fees are paid based on a percentage of all money received from an advertiser's sales or inquires.

Percent-of-sales method: Method of determining the advertising budget based on an analysis of past sales, as well as a forecast for future sales.

Perceived risk: A functional or psychological risk a consumer feels he/she is taking when purchasing a product.

Personalization: Uses information forms the tracking, mining and analyzing of data to customize a person's interactions with a company's products, services, Web site and employees.

Personalization Consortium: An alliance of major Web sites defending the use of personalization mechanisms.

Persuasion process: The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception by appealing to reason or emotion.

Plug-in: Applet integrated with a browser that enables users to view text, images, sound, and/or video in special formats.

Pointcast: A push technology that delivers requested information to a specific site. Also the name of a proprietary news/advertising product.

Pop-up box: A window containing an advertisement that appears separate from the window the user is viewing. Usually popping up when the site is opened.

Pop-Under: A Pop-Up Box advertisement that opens when the site is opened but is not visible until the browser window is closed.

Portal: A web site (usually large) that attempts to provide multiple kinds of content and service to a group of Web users, the objective being to become the starting or key entry point for that group of users.

Post: Enter a message on a news group or mailing list

Postcardware: Postcardware is freeware (no-charge software that is freely shared) that requires only that the user send the software provider a postcard as a form of payment. The idea is to humanize the transaction, reminding the user that someone else shared something freely and the provider that someone is actually using the creation.

Posttesting: Testing the effects of an ad after it has appeared in the media.

Premium content: Incentives, such as in-depth information, comparisons, interpretations, or discounts that appear on pages that are either password protected or unlinked.

Press kit: A collection of background and current information about a company for use by the media.

Primary demand advertising: Advertising designed for the generic product category, as opposed to selective demand advertising.

Privacy statement: A written commitment on your Web site that outlines your firm's commitment to protecting your customers' and prospects' privacy by not selling, sharing, or loaning any information submitted by Web site visitors with any other firm or organization.

Private offer: An offer from a merchant that is made only to a particular affiliate or group of affiliates.

Product differentiation: Developing unique product differences with the intent to influence demand.

Product life cycle: A marketing theory in which products or brands follow a sequence of stages including: introduction, growth, maturity, and sales decline.

Product management: Assigning specific products or brands to be managed by single managers within an advertising agency.

Product positioning: The consumer perception of a product or service as compared to its competition.

Product-related segmentation: A method of identifying consumers by the amount of product usage, usually categorized demographically or psychographically.

Professional advertising: Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote products to their patients or customers.

Promotions: Attract visitors to your site and can influence purchasing.

Promotional mix: Using several different types of communication to support marketing goals which include Advertising, Personal selling, Publicity, and Sales promotions.

Promotional product: A product imprinted with, or otherwise carrying, a logo or promotional message. Also called an Advertising Specialty

Proof of performance: Some advertisers may want proof that the ads they've bought have actually run and that clickthrough figures are accurate. In print media, tearsheets taken from a publication prove that an ad was run. On the Web, there is no industry-wide practice for proof of performance. Some buyers rely on the integrity of the media broker and the Web site. The ad buyer usually checks the Web site to determine the ads are actually running. Most buyers require weekly figures during a campaign. A few want to look directly at the figures, viewing the ad server or Web site reporting tool.

Protocol: Standard procedure for processing data.

Psychographics characteristics: This is a term for personal interest information that is gathered by Web sites by requesting it from users. For example, a Web site could ask users to list the Web sites that they visit most often. Advertisers could use this data to help create a demographic profile for that site.

Public relations (PR): Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea.

Public relations advertising: Advertising by a corporation that focuses on public interest but maintains a relationship to the corporation's products or agencies.

Public service advertising (PSA): Advertising with a central focus on public welfare, and is generally sponsored by a non-profit institution, civic group, religious organization, trade association, or political group.

Publicity: A type of public relations in the form of a news item or story which conveys information about a product, service, or idea in the media.

Pull technology: Typical Internet interaction in which an individual must specifically request desired information.

Pulsing: The use of advertising in regular intervals, as opposed to seasonal patterns.

Pupilometrics: A method of advertising research in which a study is conducted on the relationship between a viewer's pupil dilation and the interest factor of visual stimuli.

Pure-play company: A Web company that operates exclusively on the Web. For example, eToys, is a pure-play Web company in that it has no brick-and-mortar retail stores-though it does have traditional warehouses form which it ships products ordered online by users.

Push technology: Internet interaction that sends data to an individual without a specific request. Also used for off-line advertising.

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