MEDIA Flashcards
Above the fold
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
Above the line
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
Ad Inventory
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
Ad Rotation
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
Ad Serving
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
Ad skipping
automatically skip commercials in recorded programmes
Ad Space
The area of a web page that is set aside for banner advertising. Standard
banner sizes are set by the Internet Advertising Bureau
Aggregated Buying
A form of customer union where buyers collectively purchase a number of
items at the same price and receive a volume discount.
Classified ads
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.
Click Stream
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.
Click Through
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
Click Through Rate
(CTR)
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
Content
Management
Software tools for managing additions and amendments to web site
content.
Cost Per Mille
(CPM)
Cost per 1 000 ad impressions
Cost Per Targeted
Mille (CPTM)
Cost per targeted thousand for an advertisement
Coverage
Used about the amount of attention that television, radio, and newspapers
give to something, or the way in which something is reported
Exposure Based
Payment
Advertisers pay according to the number of times the ad is viewed
Gatekeeper
Any person (or group) who controls what media material eventually
reaches the public.
Hit
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
Home Page
The index (or default) page of a web site with menu options or links to
other resources on the web site.
Insertion Order
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.
Interactive TV
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.
Interactivity
The medium enables a dialogue between company and customer.
Intermediaries
Online sites that help bring together different parties such as buyers and
sellers
Interstitial ads
Ads that appear between one web page and the next.
Media Buyer
The person within a company wishing to advertise who places the
advertisement usually via a media broker.
Media Owners
The owners of web sites (or other media) that accept advertisements
Overexposure
A situation in which someone or something appears so much in
newspapers, on television, on the radio etc that people lose interest
Overlay
Typically an animated ad that moves around the page
Pull Media
The consumer is proactive in selection of the message through actively
seeking out a web site
Push Media
Communications are broadcast from an advertiser to consumers of the
message who are passive recipients
Reach
an advertiser to consumers of the
message who are passive recipients.
Reach
Rich Media
Advertisements
Advertisements that are not static, but provide animation, sound or
interactivity
Superstitials
Pop up adverts that require interaction to remove them
Touchpoint
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
Traffic Building
Campaign
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)
Trusted Third
Parties (TTP)
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.
