Chapter 15: Marketing

E-Commerce

Direct selling of goods and services through the Internet.

Banner Ad

An ad on a web page that may be “hot-linked” to the advertiser’s site.

Sponsorship (Internet)

When an advertiser sponsors content on a website, it is considered a sponsorship.

Content Sponsorship

The sponsor not only provides dollars in return for name association on the Internet but also participates in the provision of content itself.

Pop-Up

Advertisement window on the Internet usually larger than a banner ad and smaller than a full screen.

Pop-Under

Ad that pops up as the user is leaving the website.

Interstitial

An advertisement that appears in a window on your computer screen while you are waiting for a web page to load.

Search

Looking for a term, company, and so forth on the Internet.

Organic Search Results

Search results that appear due to the relevance of the search terms, not advertisements.

Nonorganic (Paid) Search Results

Internet search results that are impacted by advertisements paid for by marketers.

Pay-Per-Click

Advertisement payment method in which advertisers’ costs are based on the number of times the ad is clicked on during a search.

Search Engine Optimization

The process of improving ranking in search engine results.

Behavioral Targeting

A basis for target marketing based on consumers’ website surfing behaviors.

Retargeting

Resending an ad to a website visitor who previously visited the site seeking information but did not purchase, in an attempt to make a sale.

Contextual Advertising

Internet advertising placed on the basis of the content of the web page.

Native Advertising

Web advertising in which the advertiser attempts to gain attention by providing content in the context of the user’s experience.

Rich Media

A term for advanced technology used in Internet ads, such as a streaming video, which allows interaction and special effects.

Online Commercial

The equivalent of a traditional television commercial that appears on the Internet.

Pre-Roll

Video display advertisement that plays on an Internet site before the video requested appears.

Post-Roll

Video display advertisement that plays on an Internet site after the video requested appears.

Video on Demand (VOD)

Video clips of various entertainment activities, which include ads or are sponsored, are also available through the Internet.

Webisode

Short featured film created by the advertiser.

Social Media

Online means of communication and interactions among people that are used to create, share, and exchange content such as information, insights, experiences, perspectives, and even media themselves.

Social Networking Sites

Online platforms for networks or social relations among people who share interests, activities, backgrounds, or real-life connections.

Podcasting

A medium using the Internet to distribute files for downloading into iPods and other MP3 players.

Blog

Also known as a weblog, a blog is a Web-based publication consisting primarily of periodic articles written and provided in reverse chronological order. Blogs may reflect the writings of an individual, community political organization, or corporation.

Virtual and Augmented Reality

View of the real-world environment supplemented by computer-generated sensory input.

QR Code

Short for quick response code; an optically machine-­readable label attached to an item or advertisement that records information, which can be revealed to the viewer through an imaging device, which translates the code into content.

Mobile

Type of services accessed through a portable communications device.

Social Media Management

Services that include media management, content development, publishing, and monitoring this environment.

Facebook Analytics

A free analytics tool provided by Facebook that allows users to measure the performance of their site. Measures include page views, reach, and more.

Google Analytics

An analytical tool offered to Google users to assist advertisers in measuring your advertising ROI as well as tracking your Flash, video, and social networking applications.