Kaboom Advertising

A/E – (Account Executive) Media or advertising agency employee that presents and services the client.

Above the Fold – the area on a web page that is viewable without the user having to vertically scroll the bar. In terms of media buying, this area is prime and the most expensive because it is more likely to be viewed by the user.

Ad Space – the space on a web page that is reserved for displaying advertisements. Typically, above the fold or the right or left column of the back.

Adword - system used by Google to drive its CPC [Cost Per Click] advertising system. Click Here . 

Advertorial – an advertisement designed to look like an editorial.

Affiliate Marketing – an ad system where web sites place ad banners for free and get paid on any sales or registrations as a result of the user clicking on the banner ad.

Affinity Marketing – advertising campaign that targets consumers based on established buying patterns.

Alt tag  - the alternate text associated with a web page graphic that gets displayed when the Internet user hovers the mouse over the graphic. Alt tags should convey what the graphic is for or about and contain good relevant keywords. Alt tags also make web pages more accessible to the disabled. For example, a vision-impaired user may have a web browser that reads aloud the text and alt tags on a page. (For those familiar with html, "alt" isn't actually a tag by itself but an attribute to the "img" tag.).

Alt Text - Short for alternative text. Alt text is HTML code that allows an HTML coder to add text to a graphic that is visable to those that have images disabled or those that hover their mouse over a banner advertisement. Often used by advertisers to reinforce a message or call someone to action such as: "Click Here".

Alternative Advertising – Advertising that uses different media other than traditional media.

Anchor Text - This is the actual text part of a link. Used by search engines as a ranking factor in their hypertextual algorithm.

Arbitron - an international media and marketing research firm serving radio broadcasters, radio networks, cable companies, advertisers, advertising agencies, out-of-home advertising companies and the online radio industry in the United States, Mexico and Europe.

ASP - Active Server Pages. A Microsoft-invented, proprietary programming language for building dynamic web sites.

Bandwidth – the amount of data that can be stored and moved on a website. This includes videos, text, pictures, animation, etc.)

Banner – An advertising image online that links to the advertisers website.

Bidding  - placing a bid price that you are willing to pay as an advertiser on a pay-per-click search engine. The highest bid for a given keyword achieves the top spot in the PPC search results.

Blacklist - lists that either search engines or vigilante users compile of search engine spammers, which may be used to ban those spammers from search engines or to boycott them. Click Here .

Blog  - Also known as a "weblog". An online diary with entries made on a regular if not daily basis. Some blogs are maintained by an anonymous author who uses a nickname or handle instead of his or her real name. Click Here . 

Bluetooth - Bluetooth, a two-way permission-based messaging service, is an innovative form of advertising that allows a transfer of data via Bluetooth (TM) technology. Bluetooth enables clients to send/receive information to mobile phones, PDA's and laptops targeted to ranges up to 650 feet (200 meters).  Click Here . 

Body T.V. – A wearable T.V., worn by a street teamer, that projects a companies brand and/or brand message.

Bulletins - A large permanent advertising structure. Common sizes are 20’ x 60’, 14’ x 48’ and 10’6” x 36’.

Cause-related marketing - A type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit.

Click Rate - The percentage of impressions that resulted in a click through. Calculated by dividing the number of clicks by the number of impressions. For example if a banner was click on 13 times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 = .013 ) 1.3%. This is also commonly know as a banners click through rate.

Conference Marketing – SEE: Event Marketing

Conversion - Term used to describe the process of getting a web visitor to accept an offer or become a paying customer. Advertisers strive for high conversion ratios.

Co-op Advertising - Method of sharing costs of advertising offered by a manufacturer to distributors, dealers or retailers.

Cost Per Click (CPC) - is one of the online payment models by which advertisers pay for each click through made on their advertisement. Prices typically range from 1¢ to over 50¢ per click through. This is an ideal method of payment for advertisers who need to guarantee they only pay for those viewers of the banner that click on it and visit a page on their site. Click Here . 

Cost Per Thousand (CPM) - is one of the online payment models by which advertisers pay for every 1000 impressions of their advertisement. Prices typically range from $1 to over $50 per thousand impressions. This is an ideal method of payment for advertisers who want to guarantee only the number of people who see their banner. Click Here . 

Customer Relationship Management – the methods and concepts a company uses to manage their relationships with their customers.  For example a company might use a database to keep track of customers – knowing the most about your customers as possible is the key.

Daily Effective Circulation (DEC) - Potential viewers. The number of people that have an opportunity to see the advertising structure in a 24-hour period.

Demographics - Information regarding the size and characteristics of a particular population of people of interest to advertisers; such as their age, sex, income, education, size of household, ownership of home, etc. This does not include psychographics such as classification by subjective attitudes or opinions of consumers.

Direct Marketing - The process by which an advertiser sends their advertising message directly to their customers or potential customers. Two popular forms are direct marketing by telephone and mail.

DNS - A Domain Name Server is a computer on the Internet that helps to translate domain names into IP addresses. Without it web sites could not be found when typed into a browser.

Domain Name - The part of an Internet address including and immediately preceded by the domain extension. For example, adratesonline.com is our domain name. The domain name is part of a web sites URL. Each web site has its own unique domain name.

Eight-Sheet Poster - A standardized Poster display structure commonly 6’ x 12’. Placed for exposure to vehicular as well as pedestrian traffic. Frequently used in suburban shopping areas.

Event Marketing – Face-to-face promotional experiences between a consumer and a company; it is designed to bring a product/service to the attention of a consumer.  Click Here .

Experiential Marketing - A concept that moves beyond the traditional “features-and-benefits” marketing. Experiential Marketing connects consumers with brands in personally relevant and memorable ways.  It is a direct one-on-one interaction between a brand and an individual consumer. This experience creates a stronger relationship with the consumer.

Flash - A software plugin that enables browsers to play multimedia animations. Some rich media advertisements require users to have this plugin. Click Here .

Flight (Ad Flight) – the duration of a live ad campaign.

Frequency - A term used to describe the number of times the same advertisement is shown to the same visitor during a particular session or time frame. This can be accomplished through the use of cookies.

Full Service Advertising Agency - A full-service advertising agency engages in the planning and administration of advertising campaigns, including setting advertising objectives, developing advertising strategies, developing and producing the advertising messages, developing and executing media plans, and coordinating related activities such as sales promotion and public relations.  Click Here . 

Fundraising - is the process by which non-profit organizations solicit and gather money or other gifts in-kind, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies.

Gobo (Goes Before Optics) – Logos are projected with light on a surface inside or outside.

Grants - are funds given to tax-exempt non-profit organizations or local governments by foundations, corporations, governments, small business and individuals. Most grants are made to fund a specific project and require some level of reporting.

Grassroots Marketing - In its simplest definition, grassroots marketing is delivering key organizational messages to key audiences where they live, work and play. It is becoming increasingly popular as budget-minded and forward-thinking marketers move away from 20th-Century advertising models and look to reach key audiences in unique and direct ways.

Guerilla Marketing – Unconventional marketing intended to get maximum results for minimal resources. Click Here.

HTML - Hyper Text Markup Language is a computer programming language that helps control the format of a documents content and design on the web. An HTML editor is a software program that enables one to easily create HTML pages. Click Here . 

Impressions - The number of times a banner ad was requested and presumably seen by users. It is often hard to obtain an accurate impression count as they can be undercounted due to issues relating to cache or over counted due to requests that were not completed.

Insertion Order - An online or printed document that specifies the details of an advertising campaign. The terms of the agreement may also be specified on the insertion order or they may be placed in a separate document but are almost always referred to the insertion order if not present.

Interstitial Advertising - This form of advertising uses your website as the creative. Your site will appear in front of users as they click through a given site.  After four clicks your site will appear in the context of the original page. The user has the ability to click through your page without losing their place on their original site. They also have the option to skip your site altogether and continue to the page they intended to visit.

IP Address - A Internet Protocol (IP) address is the numeric address (207.235.5.120) that is translated into a domain name (adratesonline.com) by a domain name server (DNS). Each server connected to the Internet is assigned a unique IP address.

Java - Java is a programming language, created by Sun, which enables developers to write software on one platform and run it on another. It is popular on the Internet as it allows programmers to create programs called applets to run within a web browser and develop server-side applications for online forums, stores, polls, processing HTML forms, and more. Click Here . 

JavaScript - JavaScript is a cross-platform, object-based scripting language developed by Netscape for client and server applications. It is commonly used on web pages to add interactivity and dynamic content such as banner rotation. Click Here .

Keyword - A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many web sites offer advertising based on keyword targeting so an advertisers banner will only show when a specific keyword(s) are entered. Click Here . 

Landing Page - The page on a web site where one is taken after clicking on an advertisement. While this can be any page, it is often a page designed to expand upon the service or product mentioned in the initial advertisement.
Click Here .

Market - The defined area wherein a plant operates.

Media Kit - Information offered to potential advertisers by publishers to help advertisers understand the publishers rates, visitor demographics, terms, etc.

Opt In - A process where by a user voluntarily agrees to start receiving email, usually commercial, about a topic of interest. Click Here .

Opt Out - A process where by a user voluntarily agrees to stop receiving email, usually commercial, about a topic of interest. Click Here .

Organic Search - An organic search is a process by which Web users find web sites having unpaid search engine listings, as opposed to using the pay per click advertisement listings displayed among the search results. Click Here. 

Page View - Occurs when a users browser requests a web page. A single page view may create multiple hits to the server if the page contains multiple elements such as banners. Since page views do not take into consideration users who may have their browsers set to disable images, they are of little value to advertisers.

Pay-Per-Click (PPC) - Advertisers bid on "keywords" that they believe their target market (people they think would be interested in their offer) would type in the search bar when they are looking for their type of product or service.
Click Here . 

Permission-Based Email – Email sent by permission through an “opt-out” system which allows for sending correspondence to people who request it. Click Here . 

Picture Marketing – A street teamer captures photos of consumers at an event. Participants then go online to see their picture after the event is over. As the consumer goes to look at his/her picture, they will be exposed again to the brand that was exhibited at the event.

Pop-Up - A type of advertisement that is automatically displayed in a second smaller browser window upon loading or unloading a normal web page. Pop ups advertisements tend to cost advertisers more since their visibility is higher but are often considered annoying by web site visitors since they are considered obtrusive. Click Here . 

Projection Advertising – A video projection system places advertising (product images, brand messages), in the form of an image or video, outdoors.  This is usually most effective on walls of buildings in busy metropolitan markets. Click Here .

Proximity Marketing - is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so.  Also see Bluetooth Advertising.  Click Here .

PSA - A public service announcement is an announcement serving the Public Interest and run by a web site at no charge when no other paying advertisements are available. For example, a health agency of the US government may run an anti drug message. Click Here .

Rank - A web site or advertisement's standing in comparison to other web sites or advertisements. Rank provides advertisers with information on performance comparisons.

Rate Card - The published rates and ad space availability for a particular media such as a web site. Usually subject to change and often negotiable. May also include technical details regarding the banner specifications.

Reach - The number of unique visitors that visited a site over the course of the reporting period, expressed as a percent of the universe for the demographic category. Also called unduplicated audience.

Real Time - A term used to describe immediate results. For example, an advertiser may need real time statistics on how their campaign is performing rather than statistics that are updated hourly or daily or weekly.

Referring Page - The web page that a visitor was previously at before arriving to the current page as a result of clicking a hyperlink on the previous web page.

Remnant Space - Advertising space that remains unsold right before it is about to be used and thus often sold at a discount at the last minute. Click Here.

Return On Investment (ROI) - The process used to determine whether the monetary benefits from an expenditure, such as a advertising campaign, are above or below the amount of money spent on the campaign. Depending on the objective of an advertising campaign, the ROI may be hard to determine with certainty.

SEM - In Internet marketing, Search Engine Marketing, or SEM, is a set of marketing methods to increase the visibility of a website in search engine results pages. Click Here . 

SEO - Search Engine Optimization attempts to improve rankings for relevant keywords in search results by improving a web site's structure and content. Click Here.

Snail Mail - A term for traditional land and air-mail services. Snail mail can take days for delivery vs. seconds for delivery of email. Click Here .

Social Networking – online sites used to link people to other people.  A user creates and then builds a profile that creates a personal network for their self.  This allows the user to be linked with other people that have similar interests.

Spam - The sending of unsolicited emails or newsgroup posts in bulk often containing commercial advertising messages. Considered bad netiquette, bad business and illegal in some states. The opposite of spam would be permission-based email whereby customized information is emailed to individual users who have previously requested such information. See opt in. Click Here .

Spider - A software program that automatically follows links on the web. The most common types of spiders are those used by search engines for the purpose of indexing web pages. Many spiders follow banner links thus over counting click throughs.

Splash Page - Also known as a "jump page", a splash page is a special entrance page to a site. Advertisers often use it to direct people who click on a particular banner to more information about what the banner was regarding rather then sending them directly to the sites homepage. This can be useful for banners advertising free registrations; contests, coupons or other special offers the advertiser does not want to put on the sites main page. Click Here . 

Street Teamer / Promotional Model - A person hired to push consumer demand for a product, service, brand, or concept by having a one-on-one interaction with a consumer.  Click Here . 

Sticky - A term used to describe a web site on which visitors stay at for longer than normal. This is often due to the variety of content and features offered to the visitor, which prevents them from needing to go elsewhere for more information. For example, online game sites are sticky as users tend to stay and play for a while where as link directories are not as visitors tend to leave as soon as they find what they were looking for. Click Here . 

Traditional Advertising – Media that has always been including in media campaigns: print (newspapers and magazines), T.V. and radio.

Virual Marketing - Advertising that propagates itself by web visitors use of a web sites feature or service. For example, most administrators of free web based email accounts attach an advertisement at the end of each message each time a user sends an email. Click Here .

Webcasting - A process where by sound and/or video is broadcast online. The process can deliver live or prerecorded information. Often advertisements are inserted at the beginning of the broadcast. Click Here . 

Zine - Magazines that are published online instead of in print. Often cover very specific subjects and thus have very targeted readers. Click Here .