Advertising Chapter 12

Centralized Network

One channel (Hub) broadcasted out to many

• Commonly used by traditional media

Distributed Network

Communicate without routing through a single centralized hub

• Used by digital media

HTML

Used to create web pages that link to other content

Web pages

Documents written in HTML, stored/viewed on a Web server

Web browsers

Provide computer users with a graphical interface

Portals

Provide starting points or gateways

Advertisers aren’t buying space they are buying ___

Keywords

• Ad Words

Advertisers can tell if their keyword is working by ___

Pay Per Click (PPC)

Display Ads

Banners and Buttons

• Standardized by the Mobile Marketing
  Association (MMA)

Composition

Highest concentration of target users

Cookies

Small text files stored on a user's computer that identify returning visitors

Click rate

# of clicks on an advertisement / # of ad requests

Landing page

Web page a person reach when click on a ad

Ad Impression

A single possible exposure of an ad message to one user (does not guarantee the ad was actually seen)

Click Rate (CTR)

The # of clicks an ad receives / the # of ad impressions

• Prefered over Ad Impression

Group buying

Gets consumer attention by enticing consumers with great savings

Affiliate marketing

Sales referrals from ordinary people who place links to products

• Earn a commission on each sale