Glossary of Advertising Terms

Ad banner: A graphic that appears on a web page and is usually hyperlinked to an advertiser’s website.
Ad click: A user-initiated action of responding to an ad element by clicking on the banner, causing a re-direct to another website (typically the advertiser’s site).
Ad click rate: Ratio of ad clicks to impressions.
Ad download: When an ad is downloaded by a server to a user’s browser, initiating an impression.
Ad impression: An ad which is served to a browser, and presumably seen by the user.
Ad recall: A measure of advertising effectiveness in which a sample of respondents are exposed to an ad and then at a later point in time asked if they recall the ad.
Added Value: Additional free features that go beyond the regular parameters of what is purchased.
Ad request: The request for an advertisement as a direct result of a user’s action as recorded by the ad server.
Avatar: An avatar is an image or username that represents a person online within forums and social networks.
Blog: Blog is a word that was created from two words: “web log.” Blogs are usually maintained by an individual or a business with regular entries of commentary, descriptions of events or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. “Blog” can also be used as a verb, meaning to maintain or add content to a blog.
Bonus Impression: Additional ad impressions above the commitments outlined in the approved insertion order.
Brand: A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. (Source: Marketing for Hospitality & Tourism by Philip Kotler, John Bowen and James Makens, 1996)
Button: A smaller version of a banner, a button is a clickable graphic that typically takes the user to another website or executes a program.
Click down: The action of clicking on an element within the ad and having another file displayed on the user’s screen.
Clicks: Metric which measures the reaction of a user to an Internet ad; the opportunity for a user to download another file or visit another website by clicking on an advertisement.
Content integration: Advertising woven into editorial content or placed in a contextual envelope.
CPA (cost-per-action): Cost of advertising based on a visitor taking some specifically defined action in response to an ad.
CPC (cost-per-click): Cost of advertising based on the number of clicks received.
CPL (cost-per-lead): Cost of advertising based on the number of people generated that meet a certain criteria.
CPM: Media term describing the cost of 1,000 impressions.
CRM: Customer relationship marketing; marketing specifically targeted to increasing brand loyalty.
Expandable banners: A banner ad which can be expanded to as large as 268×420 after a user clicks on it or moves the cursor over it.
Facebook: Facebook is a social media network that connects people with friends and others who work, study and live around them. Facebook is the largest social network in the world. 
Flash: Macromedia’s graphics file format which is used to display interactive animations on a Web page.
Flickr: Flickr is a social network based around online picture sharing. The service allows users to store photos online and then share them with others through profiles, groups, sets, and other methods. 
Floating ads: An ad or ads that appear within the main browser window on top of the Web page’s normal content, thereby appearing to float over the top of the page.
Forums: An online discussion site much like a traditional bulletin board.
Foursquare: Foursquare is a social media network in which friends share their locations and connect with others in close physical proximity to each other. The service uses a system of digital badges to reward players who “check in” to different types of locations. 
- Broadcast: The average number of times an individual (or household) sees or hears an advertising message.
- Digital: The number of times an ad is delivered to the same browser in a single session or time period.
Geo-targeted Ad: delivery defined by specific geography; can be defined by region, state, DMA and, in some cases, zip code or area code.
Google+: Google+ is Google’s social network. It differs in that it promotes social sharing that is more similar to how people share in real life by providing features such as one that limits who you are talking to, creating a 1-on-1 conversation. 
Google Adwords: “Sponsored” links (or ads) that appear to the right of or above Google search results and appear when a user searches for certain key words. Google’s text advertisements are short, consisting of one headline consisting of 25 characters and two additional text lines consisting of 35 characters each.
Gross exposures: The total number of times an ad is served, including duplicate downloads to the same person.
Hashtag: A tag used on the social networks as a way to annotate a message. A hashtag is a word or phrase preceded by a “#.”
Impression: Digital A measurement of responses from a web server to page request from the user browser. 
Instagram: Instagram is a photo-sharing application that lets users take photos, apply filters to their images, and share the photos instantly on the Instagram network and other social networks.
Island: A large square-like banner unit typically placed at the top of a web page; exact dimensions may vary by website.
Jump page ad:  Microsite that is reached via click-through from button or banner ad.
Key word: Specific word(s) entered into a search engine by the user that result(s) in a list of websites related to the key words.
Klout: A measure of social influence. Users connect various social accounts such as Twitter, Facebook, YouTube, etc., and then provide users with their Klout score. The score is out of 100–the higher the score, the more influence you have on the social world.
Landing Page: A page where a consumer is directed to by clicking on an ad unit.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. (Source: American Marketing Association, Dictionary of Marketing Terms, c1995)
Marketing Goals & Objectives: Setting marketing goals gives a measure by which progress towards the goals can be monitored. Goals are set both for the total enterprise and each department. Objectives are the how-to tactics used in order to meet or exceed the goals. (Source: Introduction to Hospitality by John R. Walker, 1996)
Marketing Research is the function that links the consumer, customer and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a progress. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. 
Micro-sites: Multi-page sites accessed via click-through from initial ad or button; user stays on the publisher’s website, but has access to more information from the advertiser.
Opt-in: Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company’s products and services.
Opt-out: When a company states that it plans to market its products and services to an individual unless the individual asks to be removed from the company’s mailing list.
Pay-per-lead: An advertising pricing model in which advertisers pay for each “sales lead” generated.
Pinterest: Pinterest is one of the most popular photo-sharing and fastest-growing social media sites online. Businesses and brands, as well as individuals, create themed “boards” where images are organized and categorized. Pinterest members can follow, or subscribe, to a board, or re-pin or comment on a specific image.
Pointroll: A rich media unit that provides an advertiser with multiple pages of space to communicate a message to consumers; consumers activate this unit by rolling their mouse over the ad unit.
Positioning: A marketing process used to create a desired perception or image in the targeted consumer’s mind.
Product Image: The way consumers picture an actual or potential product.
QR Code: QR Codes are two-dimensional barcodes that are easily scanned using most smartphones. The code is converted into interactive text that links the consumer to a site (webpage, video, etc.) for more information or to complete an action. For instance, a poster for an event displays a QR Code; Visitors scan the QR Code and receive, on their mobile device, more information about the event, including a link to a website where they can book tickets. Oftentimes, QR Codes offer the ability to plan and book an entire getaway.
Reach Broadcast: The percent of a potential audience exposed to a specific vehicle or media schedule at least once within a given time period. Digital: Unique users that visited the site over the course of the reporting period, expressed as a percent of the universe for the demographic category.
Rich media: A method of communication that incorporates animation, sound, video and/or interactivity.
Skyscraper: A large, vertical banner unit, typically placed along the sides of a web page.
Splash page: A preliminary page that precedes the user-requested page of a website that usually promotes a particular site feature or provides advertising.
TRP: The sum of all rating points achieved in a given broadcast advertising schedule.
Twitter: A platform that allows users to share 140-character-long messages publicly. User can “follow” each other as a way of subscribing to each others’ messages. Additionally, users can use the @username command to direct a message toward another Twitter user. 
Value-added: Additional free features that go beyond the regular parameters of what is purchased.
Viral marketing: Any advertising that replicates itself; advertising and/or marketing techniques that “spread” like a virus by getting passed on from consumer to consumer and market to market many times through social networks.
Yelp: A social network and local search website that provides users with a platform to review, rate, and discuss local businesses.
YouTube: YouTube, owned by Google, offers businesses the ability to create branded Channels and collect valuable analytics. It is the largest video-haring website on the internet, and one of the most used search sites online.