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10 Cards in this Set
- Front
- Back
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Acquisition cost
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Total amount of money that a site spends, on average, to draw one visitor to the site.
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Active ad
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Generates graphical activity that “floats” over the Web page itself instead of opening in a separate window.
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Banner advertising network
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Coordinates ad sharing so that other sites run one company’s ad while that company’s site runs other exchange members’ ads.
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Brand leveraging
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Extending the brand’s dominant position to other products and services.
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Geographic segmentation
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Companies create different combinations of marketing efforts for each geographical group of customers.
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Micromarketing
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Practice of targeting very small market segments.
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Pop-behind ad
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Pop-up ad that is followed very quickly by a command that returns the focus to the original browser window.
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Retained customer
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Customers who return to the site one or more times after making their first purchases.
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Robot (bot)
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A program that automatically searches the Web to find Web pages that might be interesting to people.
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Search engine placement
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The combined art and science of having a particular URL listed near the top of search engine results.
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