Internet Terms Explained:
Here we explain and discuss terms compared with definitions given by most. We are updating this section. In the meantime, if you like to know more about the terms used in the advertising industry especially on internet, please look it up in the link section. This page is sponsored by : Systems of Changes
PART A INTERNET TERMS Banner Graphic displayed on a web page as an advertisement. Usually 468 pixels wide by 60 pixels high.(6.24" x .8"). Ad is linked to advertisers web page. Click through A number that visitors click on an advertising banner to access the advertisers web site. Cybermarketing Marketing on the internet which includes running a promotion, press releases and advertisement. Cookies Special file that records your web activity at a publisher site. Information is used by the publisher to evaluate user activity and track the user across several visits. Cost Per Click A pricing structure that is based on a rate paid per "clicks" made on advertising banners instead of pay per banner view. Because "clicks" are visitors with a genuine interest in product or service being advertised the rate charged is usually higher than rates charged for views. Hits or Page Hits This term is losing it's relative importance in the advertising field because of it's ambiguity. Sometimes is confused with all the separate file requests needed to compose a final HTML document. It is not favored as measurement units because a Hit is registered every time any text or graphic file is Delivered, whether advertising is displayed or not and a Page Hit, or HTML hit, is registered every time a complete html page including text and graphic files is delivered. The ratio can easily be 10 or more Hits or 2-4 Page Hits to actual Impressions Log File This is the file that is compiled at the WWW server and contains the raw data of usage on the server. Usually used in concert with a software package to develop reports about user activity on a web site. Impression An Impression (also referred to as an "Exposure" or "Page View") occurs when a visitor to a web site views a web page where an ad is displayed, whether the ad is seen or not. Whenever a page is ``served" to your computer screen, measurement software counts the ``impression". Ads can be placed anywhere on the page. Unique Impression A single user exposed to an ad within a defined period of time. 10,000 unique impressions per day means that 10,000 individuals were exposed to the ad over a 24 hour period. Referrer The referring URL of the current request. I.E. the page that had the link which the user clicked on, which brought them to the current page. Virtual Includes Are techniques that are being used to capture only a desired image, such as a weather map, without a user having to visit a page and view banner advertising. Filter software such as "Junkbuster" enables a user to strip banner and cookies from accessed pages in order to speed up page delivery. Virtual Includes and Filters cause a reduction of delivered ad impressions but not necessarily accurate tracking of the reduction. PART B TRADITIONAL AD TERMS - MUST KNOW 4A's Association for Advertising Agencies. Those that are members enjoy the agency discount from media owners. Many small ad agencies are not 4A's but that doesn't mean that they cannot do media placement for you. They will have to go through media buying houses and therefore will not get the full 15% commission. AD/edit ratio The ratio of advertising to editorial pages in a print medium. E.g., 40/60 indicates 40 percent of all pages are advertising (usually this is the figure). Advertorial A print advertisement which is styled to resemble the editorial format and type face of the publication in which it runs. Most publishers require advertorials to be labeled "advertisement" at the top. Also refers to Infomercial. Audit Some publication circulation is check by an independent organization to verify their figures. Audit Bureau of Circulation (ABC) - An organization formed by media Suppliers, advertisers, and advertising agencies to audit the circulation statements of its member newspapers and magazines. BPA - Business Publications Audit of circulation.
C.P.M "Cost Per Mille (thousand)". This is a rate yardstick used by ad reps and buyers. A $30 CPM means that it will cost the advertiser $30 per thousand people exposed to the ad. Systems of Changes is recommending the use of R.P.D instead. Circulation The basic interpretation : In print media, the number of copies sold or distributed by a publication. In broadcast, the number of homes owning a TV/radio set within a station's coverage area. Or, in cable TV, the number of households that subscribe to the cable services that carry a given network. In out-of-home media, the number of people passing an advertisement who have an opportunity to see it. But within the print media, we have paid, controlled and free circulation which is further discussed in "Tools" in Learn section. Creative Buy Buying ad space that is beyond what is normally offered. Further discussion in tools section. Discount Frequency discount is given when you book more than one ad in the same publication. Join discount is given when you buy more 2 publications from the same media owner. Cash discount is given when you pay up within a specific period usually 7 days from invoice. Season (or special) discount is given during low seasons of the year. Beyond rate card discount is given when you are a special customer. Loading discount is waiver of the loading. Loading A surcharge for a fix or premium position or time slot. E.g. the first few pages of a magazine, the drive time of a radio program, the news section of a t.v. program. R.P.D. Reach per dollar. Similar to CPM but the units is how many people read/see your advertisement per dollar spend. E.g. RPD of 20 means that every dollar you spend on this media, you are able to reach 20 person. For more detail discussion on the use of RPD, please refer to "Tools" in Learn section PART C GOOD TO KNOW To be added on later PART D LINKS Advertisng Advertising Media Glossary Internet Plain English Internet Glossary Internet Internet Glossary Terms Internet Internet Glossary Terms Target Marketing Target Marketing Glossary Marketing - Jap Adam Japanese Marketing Glossary
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