above the fold : In web advertising, an ad placed on a web page in such a way that you do not need to scroll horizontally or vertically to view it.
account : The term account refers to the client / employer of the ad agency - a business entity, organization or a corporate that employs the advertising agency.
account executive : a professional who represents the advertising agency to its clients. He / she is the link between the ad agency and the organization hiring the agency.
affiliate program : this form of online marketing is gaining tremendous popularity and is based on the concept that affiliates are paid when their marketing efforts boost sales and generate revenue for the advertiser. Affiliate marketing programs create a win-win situation for all parties concerned.
animated GIF : In the online world, animated GIF (graphical interchange format) is very commonly used especially in the form of banners which display graphical images one after the other. It is generally seen that moving images / banners are effective in catching the attention of online surfers and in most cases register a high click through rate.
banner : banners or banner ads are the most commonly used forms of online advertising. Banners of varied sizes such as 468x60 are used to carry the ad message at strategic positions on a website. Banner advertising and banner exchange programs are gaining centre stage.
campaign : clients hire advertising agencies to create advertising campaigns to promote their brand / Co. An advertising campaign can be made up of a series of ads that can run over a long period of time, on a number of media vehicles like television, radio, print etc.
click-through rate (CTR) : refers to the number of times visitors to a site click on an ad.
copy : an ad is made up of different elements and copy refers to the textual matter or the written word in an advertisement.
copywriter : is a person who has the ability to create magic with words. The Copywriter is responsible for transforming ideas into words, writing the body copy for advertisements etc.
corporate identity : a number of factors contribute to a firm's corporate identity such as its name, logo & slogan etc.
cost per thousand : (CPM) is the cost incurred per 1000 displays of an ad.
CPA / CPL : cost per action / cost per lead - the advertiser pays the publisher for the ad only when it leads to the completion of a desired action such as a confirmed sale, or registration etc.
CPC : cost per click based on the number of clicks on a specific ad.
direct marketing : refers to marketing a brand's identity using mailers, leaflets, brochures etc.
fold : refers to the area which falls at the bottom of a web page when seen on a standard screen size.
ROI : Return on Investment is a very important determent for knowing whether the revenue generated by an ad exceeds the cost of producing it.
traffic : refers to the number of visitors that come to the website. Every website hopes to receive large number of visitors, both repeat and new visitors increasing the number of page views on the site. However, more traffic doesn't always mean more sales.
|
