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63 Cards in this Set
- Front
- Back
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Click (Through) Rate (CTR) |
The percentage of site visitors who click a display or search ad. The number of clicks on an ad divided by the number of ad impressions.
In essence, marketers are measuring the frequency with which users try to obtain additional information about a product by clicking on an advertisement. |
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classified ad Websites
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Websites, such as Craigslist, that specialize in providing classified advertisements, often provided for free. Many classified ad Websites are supported by ad banners of other advertisers.
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centralized network
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A network of connections that form from a single point, considered the center of the system. Its messed up if its hub goes out
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Button
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In Internet advertising, these are small versions of a banner and sometimes look like an icon, and they usually provide a link to an advertiser’s home page. They take up less space than banners, they also cost less.
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broadband
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A type of digital data transmission that enables a single wire to carry multiple signals simultaneously. High-speed internet access
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behavioral targeting
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The ability for an advertiser to send an ad to someone based on their online activity.
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banner |
Part of a Website reserved for an advertising message. Clicking a this normally redirects an Internet user to the advertiser’s Website. ompanies have tools that help define target market size, behavior, and composition relative to each major Website on the Internet
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affiliate marketing
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Publishers charge the advertisers a percentage of the transaction cost |
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advertising impression
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A possible exposure of the advertising message to one audience member “an opportunity to deliver an advertising element to a Website visitor.
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ad networks
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The Internet equivalent of a media rep firm, ad networks act as brokers for advertisers and Websites. Ad networks pool hundreds or even thousands of Web pages together and facilitate advertising across these pages, thereby allowing advertisers to gain maximum exposure by covering even the small sites.
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click-through |
A term used in reference to when a World Wide Web user clicks on an ad banner to visit the advertiser’s site. Some Web publishers charge advertisers according to the number of click-throughs on a given ad banner.
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preroll
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Refers to the placement of a video advertisement in front of a piece of online video content.
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microsite
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Refers to a specially designed portion of a larger domain (Website) typically constructed to drive a specific action.
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landing page
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A specially designed destination for those that click on online advertising. Google is the most popular
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Keyword |
A single word that a user inputs into an Internet search engine to request information that is similar in subject matter to that word. Advertisers may buy these from search engines so that their advertisements appear when a user inputs the purchased word.
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interstitial
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Animated screens, often advertisements, that pop up momentarily as the computer searches for and downloads information for a requested Web page. Also known pages
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Internet
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A worldwide network of computer systems that facilitates global electronic communications via e-mail, the World Wide Web, ftp, and other data protocols. Currently the fastest growing medium for advertising.
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HTML |
Refers to Hyper Text Markup Language used primarily to build Websites on the Internet.
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email advertising |
Has become one of the fastest growing and most effective ways to provide direct mail. Most expensive medium on a cost per-exposure basis. Internet has reduced the price though
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Deck |
The online experience provided to its customers by a mobile carrier, typically curated by the wireless carrier. |
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customer retention and relationship management (CRM) |
A promotional program that focuses on existing clients rather than prospecting for new clients. Due to negative reaction to spam (unsolicited e-mail), e-mail programs are often focused on CRM rather than prospecting. |
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interactive TV |
A personal audience venue where people can personally guide TV programming through a remote control box while watching TV. |
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cookies |
Small pieces of information that get stored in a Web user’s hard drive when visiting certain Websites. Cookies track whether the user has ever visited a specific site and allow the site to give users different information according to whether or not they are repeat visitors. |
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composition |
The amount of a target audience that exists on a Website or a TV program. |
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protocols |
Refers to the digital message sent between Web browser and Website server in an effort to communicate with each other. |
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World Wide Web (WWW) |
A hypertext-based, distributed information system designed to be interpreted by Web browsers such as Internet Explorer or Mozilla Firefox. |
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Website |
An Internet destination designed to be read in a Web browser. |
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third-party ad server
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Refers to the companies that help manage online advertising for the entire online ecosystem. Ads from on central source, or server, are delivered across multiple Web domains and allows advertisers to manage the rotation and distribution of their advertisements
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sponsorship |
The presentation of a radio or TV program, or an event, or even a Website by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials. |
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Web page |
A single page out of an online publication of the World Wide Web, known as a Website. Websites are made up of one or more Web pages and allow individuals or companies to provide information and services with the public through the Internet. |
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Web browser |
Computer program that provides computer users with a graphical interface to the World Wide Web. |
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search engines |
Websites that are devoted to finding and retrieving requested information from the World Wide Web. Because search engines are the gatekeepers to information on the Internet they are extremely popular with advertisers. |
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search results page |
The list of potential links that are returned after a query on a search tool bar or Website. |
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viral marketing |
The Internet version of word-of-mouth advertising e-mail. |
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spam |
Unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup. |
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rich-media advertising |
The graphical animations and ads with audio and video elements that overlay the Web page or even float over the page. Most common types include animated banners, interstitials, superstitials, and rich mail. |
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rich mail
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Technology that allows graphics, video, and audio to be included in an e-mail message.
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Distributed Network |
A system of connections that does not contain a main hub or central point. Not messed up if Hub goes out |
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Three other important distinctions between the Internet and traditional media.
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Cost of time and/or space.
Consumption of content. The relationship between those who create content and those who consume it. |
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Neilsen-Online and com Score |
Companies with tools that help define target market size, behavior, and composition relative to each major Website on the Internet They give competitive insights into industry and category best practices |
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Percent that marketing communications spend on interactive media |
—less than 15 percent of their budgets.
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How is the Banner Ad billed? |
cost-per-thousand basis determined by the number of ads displayed. On most web pages, the base banner rate pays for exposure on a rotating display that randomly selects which ads to show.
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AdWords |
search results, which are organic (unaffected by sponsorship), and sponsored links.
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AdSense |
set aside a portion of pages for Google text ads. The ads themselves are selected by Google software and inserted automatically, without any input from the Website. This software attempts to insert ads that are relevant to the site’s content.
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Interactive Advertising Bureau (IAB), the association of web publishers, introduced the Universal Ad Package, a suite of 16 standard ad sizes such as... |
skyscrapers, rectangles, pop-ups, banners, and buttons
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CAN-SPAM Act
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Controlling the Assault of Non-Solicited Pornography and Marketing). Legitimate e-mail advertisers are required to (1) clearly mark the e-mail as advertising, (2) provide a valid reply-to e-mail address, and (3) allow recipients to opt out of future mailings.
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Types of interactive media |
online database services, the World Wide Web, interactive television, and mobile advertising
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Most common types of online advertising |
search, banners, buttons, sponsorships, interstitials, and classifieds
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Web 2.0 |
Propagates the idea that the Web's future lies in companies that encourage user sharing and collaboration. The social web, where everything is open and sharable |
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CMS (Content Management System) |
web-publishing tools that allow for nontechnical users to post content easily (WordPress and Blogger)
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seven user types identified by Forrester
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Creators, Conversationalists, Critics, Collectors, Joiners, Spectators, and Inactives |
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6 Different types of social media |
collaborative projects (e.g., Wikipedia), blogs and microblogs (e.g., Twitter), content communities (e.g., YouTube), social networking sites (e.g., Facebook), virtual game worlds (e.g., World of Warcraft), and virtual social worlds (e.g., Second Life). Technologies include: blogs, picture-sharing, vlogs, wall-postings, e-mail, instant messaging, music-sharing, crowdsourcing and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms. Social media sites are sites like Facebook, Twitter, Bebo and MySpace.2
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Web 1.0 |
considered the static Internet full of pages and links
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Biggest difference b/w social and traditional media |
social media consist of 20% planning and 80% execution and management, whereas traditional media is the exact opposite: 80% planning and 20% execution and management. This means that social media are more labor- and resource-intensive.
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uddy Media and Hoot Suite
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two young companies that help brands and agencies take control of all their social presences from one dashboard. They provide analytics and measurement tools that help define success from every promotion, tweet, poll, or other content mechanism that is deployed. Trend analysis will help brands explain the effects of every action they take on social media sites.
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Listening Tools |
Software such as Nielsen's BuzzMetrics that enable brands to collect conversations about a brand into dashboards with analytical components |
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Passenger |
one of the largest suppliers of online communities for marketing research purposes. It recruits and manages small communities for brands, thus providing valuable feedback |
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Transparency |
a principle of social media that has caused marketers to rethink their traditional promotional messages |
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a microblog |
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Social Listening Tools |
How marketers gain info about target audience's perception of a brand |
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Example of a forum |
Disqus |
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wikis |
sites that allow the community to create, edit, or delete content |
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Stickiness |
ability of a website to maintain a repeat audience |
