Means of dividing up and structuring information in a computer message
for reliable Internet transmission to the correct address.
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.
relationship management: Increasing efficiency in operation and
maintain and improving relations between a business and its partners.
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.
planning: Approach to advertising budgeting in which the dollars
spent to advertise are represented as an investment toward sales and
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
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 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.
An ad pricing structure by which the advertiser pays the publisher
according to the number of sales generated by an ad.
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.
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.
method: Method of determining the advertising budget based on
an analysis of past sales, as well as a forecast for future sales.
risk: A functional or psychological risk a consumer feels he/she
is taking when purchasing a product.
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.
Consortium: An alliance of major Web sites defending the use of
process: The process used by advertising to influence audience
or prospect attitudes, especially purchase intent and product perception
by appealing to reason or emotion.
Applet integrated with a browser that enables users to view text,
images, sound, and/or video in special formats.
A push technology that delivers requested information to a specific
site. Also the name of a proprietary news/advertising product.
box: A window containing an advertisement that appears separate
from the window the user is viewing. Usually popping up when the site
A Pop-Up Box advertisement that opens when the site is opened
but is not visible until the browser window is closed.
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.
Enter a message on a news group or mailing list
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.
Testing the effects of an ad after it has appeared in the media.
content: Incentives, such as in-depth information, comparisons,
interpretations, or discounts that appear on pages that are either
password protected or unlinked.
kit: A collection of background and current information about
a company for use by the media.
demand advertising: Advertising designed for the generic product
category, as opposed to selective demand advertising.
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.
offer: An offer from a merchant that is made only to a particular
affiliate or group of affiliates.
differentiation: Developing unique product differences with the
intent to influence demand.
life cycle: A marketing theory in which products or brands follow
a sequence of stages including: introduction, growth, maturity, and
management: Assigning specific products or brands to be managed
by single managers within an advertising agency.
positioning: The consumer perception of a product or service as
compared to its competition.
segmentation: A method of identifying consumers by the amount
of product usage, usually categorized demographically or psychographically.
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.
Attract visitors to your site and can influence purchasing.
mix: Using several different types of communication to support
marketing goals which include Advertising, Personal selling, Publicity,
and Sales promotions.
product: A product imprinted with, or otherwise carrying, a logo
or promotional message. Also called an Advertising Specialty
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.
Standard procedure for processing data.
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.
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.
relations advertising: Advertising by a corporation that focuses
on public interest but maintains a relationship to the corporation's
products or agencies.
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
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.
technology: Typical Internet interaction in which an individual
must specifically request desired information.
The use of advertising in regular intervals, as opposed to seasonal
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.
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.
technology: Internet interaction that sends data to an individual
without a specific request. Also used for off-line advertising.
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