Media terminology

Question 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 ___________. The exact position of the ___ will be determined by the screen resolution of a user’s personal computer.

Answer 1

Above the fold

Question 2

___ 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.

Answer 2

Above the line

Question 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.

Answer 3

Ad Inventory

Question 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.

Answer 4

Ad Rotation

Question 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.

Answer 5

Ad Serving

Question 6

automatically skip commercials in recorded programmes

Answer 6

Ad skipping

Question 7

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

Answer 7

Ad Space

Question 8

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

Answer 8

Aggregated Buying

Question 9

___________ is a form of advertising which 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.

Answer 9

Classified ads

Question 10

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

Answer 10

Click streams

Question 11

________ occurs each time a user clicks on a banner advertisement with the mouse to direct them to a web page that contains further information.

Answer 11

Click through

Question 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.

Answer 12

Click through rate (CTR)

Question 13

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

Answer 13

Content management

Question 14

Cost per 1 000 ad impressions.

Answer 14

Cost Per Mille (CPM)

Question 15

Cost per targeted thousand for an advertisement.

Answer 15

Cost Per Targeted Mille (CPTM)

Question 16

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

Answer 16

Coverage

Question 17

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

Answer 17

Exposure Based Payment

Question 18

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

Answer 18

Gatekeeper

Question 19

A ___ 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.

Answer 19

Hit

Question 20

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

Answer 20

Home Page

Question 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.

Answer 21

Insertion order

Question 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.

Answer 22

Interactive TV

Question 23

The medium enables a dialogue between company and customer.

Answer 23

Interactivity

Question 24

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

Answer 24

Intermediaries

Question 25

Ads that appear between one web page and the next.

Answer 25

Interstitial ads

Question 26

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

Answer 26

Media Buyer

Question 27

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

Answer 27

Media Owners

Question 28

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

Answer 28

Overexposure

Question 29

Typically an animated ad that moves around the page.

Answer 29

Overt

Question 30

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

Answer 30

Pull Media

Question 31

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

Answer 31

Push Media

Question 32

The number of unique individuals who view an advertisement (sometimes expressed as a percent of a total audience).

Answer 32

Reach

Question 33

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

Answer 33

Rich Media Advertisements

Question 34

Pop up adverts that require interaction to remove them.

Answer 34

Superstitials

Question 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.

Answer 35

Touchpoint

Question 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).

Answer 36

Traffic Building Campaign

Question 37

Companies with which an agreement has been reached to share information.

Answer 37

Trusted Third Parties (TTP)