MEDIA

Question 1

Above the fold

Answer 1

A term derived from printed media, which is used to indicate whether a
piece of content is displayed on a web page without the need to scroll. It is
preferable to have important content above the fold. The exact position of
the fold will be determined by the screen resolution of a user’s personal
computer

Question 2

Above the line

Answer 2

ABL advertising uses mass media as a medium to promote brands and
reach out to target consumers. This kind of advertising is usually aimed
towards a large number of audiences and is much more effective when the
target group is very large and difficult to define

Question 3

Ad Inventory

Answer 3

The total number of ad impressions that a web site can sell over time
(usually specified per month). Before purchasing inventory an assessment
of current usage should be performed. Adverts from the organisation itself
or partners may indicate poor sales and therefore an ability to negotiate

Question 4

Ad Rotation

Answer 4

This occurs when advertisements are changed on a web site for different
user sessions. This may be in response to ad targeting or simply displaying
different advertisements from those on a list. Experience shows that
banner adverts particularly become tired with reuse and should be rotated
on a regular basis

Question 5

Ad Serving

Answer 5

The term for displaying an advertisement on a web site. Often the
advertisement will be served from a different web server from the site on
which it is placed

Question 6

Ad skipping

Answer 6

automatically skip commercials in recorded programmes

Question 7

Ad Space

Answer 7

The area of a web page that is set aside for banner advertising. Standard
banner sizes are set by the Internet Advertising Bureau

Question 8

Aggregated Buying

Answer 8

A form of customer union where buyers collectively purchase a number of
items at the same price and receive a volume discount.

Question 9

Classified ads

Answer 9

Classified advertising is a form of advertising that is particularly common in
newspapers, online and other periodicals which may be sold or distributed
free of charge. Advertisements in a newspaper are typically short, as they
are charged for by the line, and one newspaper column wide.

Question 10

Click Stream

Answer 10

A record of the path a user takes through a web site. Click streams enable
web site designers to assess how their site is being used.

Question 11

Click Through

Answer 11

A click through (ad click) occurs each time a user clicks on a banner
advertisement with the mouse to direct them to a web page that contains
further information

Question 12

Click Through Rate
(CTR)

Answer 12

Expressed as a percentage of the total ad impressions, and refers to the
proportion of users viewing an advertisement who click on it. It is
calculated as the number of click throughs divided by the number of ad
impressions

Question 13

Content
Management

Answer 13

Software tools for managing additions and amendments to web site
content.

Question 14

Cost Per Mille
(CPM)

Answer 14

Cost per 1 000 ad impressions

Question 15

Cost Per Targeted
Mille (CPTM)

Answer 15

Cost per targeted thousand for an advertisement

Question 16

Coverage

Answer 16

Used about the amount of attention that television, radio, and newspapers
give to something, or the way in which something is reported

Question 17

Exposure Based
Payment

Answer 17

Advertisers pay according to the number of times the ad is viewed

Question 18

Gatekeeper

Answer 18

Any person (or group) who controls what media material eventually
reaches the public.

Question 19

Hit

Answer 19

A hit is recorded for each graphic or block of text requested from a web
server. It is not a reliable measure for the number of people viewing a
page. A page impression is a more reliable measure denoting one person
viewing one page

Question 20

Home Page

Answer 20

The index (or default) page of a web site with menu options or links to
other resources on the web site.

Question 21

Insertion Order

Answer 21

A printed order to run an advertisement campaign. It defines the campaign
name, the web site receiving the order and the planner or buyer giving the
order, the individual advertisements to be run (or who will provide them),
the sizes of the advertisements, the campaign beginning and end dates, the
CPM, the total cost, discounts to be applied, and reporting requirements
and possible penalties or stipulations relative to the failure to deliver the
impressions.

Question 22

Interactive TV

Answer 22

Television displayed using a digital signal delivered by a range of media -cable, satellite, terrestrial. Interactions can be provided through phone line
or cable service.

Question 23

Interactivity

Answer 23

The medium enables a dialogue between company and customer.

Question 24

Intermediaries

Answer 24

Online sites that help bring together different parties such as buyers and
sellers

Question 25

Interstitial ads

Answer 25

Ads that appear between one web page and the next.

Question 26

Media Buyer

Answer 26

The person within a company wishing to advertise who places the advertisement usually via a media broker.

Question 27

Media Owners

Answer 27

The owners of web sites (or other media) that accept advertisements

Question 28

Overexposure

Answer 28

A situation in which someone or something appears so much in newspapers, on television, on the radio etc that people lose interest

Question 29

Overlay

Answer 29

Typically an animated ad that moves around the page

Question 30

Pull Media

Answer 30

The consumer is proactive in selection of the message through actively seeking out a web site

Question 31

Push Media

Answer 31

Communications are broadcast from an advertiser to consumers of the message who are passive recipients

Question 32

Reach

Answer 32

an advertiser to consumers of the message who are passive recipients. Reach

Question 33

Rich Media Advertisements

Answer 33

Advertisements that are not static, but provide animation, sound or interactivity

Question 34

Superstitials

Answer 34

Pop up adverts that require interaction to remove them

Question 35

Touchpoint

Answer 35

Every opportunity where people come into contact with a brand, including marketing materials, product use, packaging, websites, social media, advertising, phone calls, store environments, company employees, etc

Question 36

Traffic Building Campaign

Answer 36

The use of online and offline promotion techniques such as banner advertising, search engine promotion and reciprocal linking to increase the audience of a site (both new and existing customers)

Question 37

Trusted Third Parties (TTP)

Answer 37

Companies with which an agreement has been reached to share information. ONLINE Address bar The graphical control element address bar (also location bar or URL bar) shows the current URL and accepts a typed URL that navigates the user to a chosen website in a web browser. Archive (blog) A sidebar on your blog with a list of old blog messages. Avatar A term used in computer mediated environment to mean a virtual person. Backbone High speed communications links used to enable internet communications across and between countries. Blogosphere The realm of Internet blogs and the people who read or write them. Blogroll A page or part of a blog with a set of links to other blogs. Bounce Rate Represents the percentage of visitors who enter the site and then leave ("bounce") rather than going to view other pages within the same site. Broadband Technology A term referring to methods of delivering information across the internet at a higher rate by increasing bandwidth. Cookies Cookies are small text files stored on an end users computer to enable web sites to identify the user. They enable a company to identify a previous visitor to a site, and build up a profile of that visitor’s behaviour. CSS Stands for "Cascading Style Sheet." Cascading style sheets are used to format the layout of Web pages. They can be used to define text styles, table sizes, and other aspects of Web pages. CSS helps Web developers create a uniform look across several pages of a Web site. Digital Signatures The electronic equivalent of written signatures which are used as an online method of identifying individuals or companies using public key encryption. Directories Directory web sites provide a structured listing of registered web sites in different categories. Examples include Yahoo and Excite. Domain An internet address that consists of part of a name (Second-Level Domain or SLD) and an extension (Top Level Domain or TLD). In the domain ‘customer.be’ ‘customer’ is the SLD and ‘.be’ the TLD.