| ad networks | The Internet equivalent of a media rep firm, ad networks act as brokers for advertisers and Web sites. Ad networks pool hundreds or even thousands of Web pages together and facilitate advertising across these pages, thereby allowing advertisers to gain maximum exposure by covering even the small sites.
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| affiliate marketing program | A contractual advertising program, often used in e-commerce, under which a seller pays a manufacturer, marketer, or other business a percentage of the sale price of an item sold. This payment is compensation for services or cooperation in making the sale. For example, a site devoted to music reviews may have a banner link to an online music retailer. When consumers use that link to buy music, the music seller pays the owner of the music review site a percentage of the sale as consideration for the banner link.
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| banner | Part of a Web site reserved for an advertising message. Clicking a banner normally redirects an Internet user to the advertiser's Web site.
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| broadband | A type of digital data transmission that enables a single wire to carry multiple signals simultaneously.
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| broadside | A form of direct-mail advertisement, larger than a folder and sometimes used as a window display or wall poster in stores. It can be folded to a compact size and fitted into a mailer.
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| brochures | Sales materials printed on heavier paper and featuring color photographs, illustrations, typography. See also folders.
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| business reply mail | A type of mail that enables the recipient of direct-mail advertising to respond without paying postage.
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| button | In Internet advertising, buttons are small versions of a banner and sometimes look like an icon, and they usually provide a link to an advertiser's home page. Because buttons take up less space than banners, they also cost less.
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| cable modem | A system of connecting with the Internet that offers high-speed data transfer direct to the computer.
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| catalogs | Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer.
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| classified ad | Web site Web sites that specialize in providing classified advertisements, often provided for free. Many classified ad Web sites are supported by ad banners of other advertisers.
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| click rate | In Internet advertising, the number of "clicks" on an advertisement divided by the number of ad requests. A method by which marketers can measure the frequency with which users try to obtain additional information about a product by clicking on an advertisement. Also called click-through rate.
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| click-through | A term used in reference to when a World Wide Web user clicks on an ad banner to visit the advertiser's site. Some Web publishers charge advertisers according to the number of click-throughs on a given ad banner.
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| compiled list | A type of direct-mail list that has been compiled by another source, such as lists of automobile owners, new home purchasers, business owners, union members, and so forth. It is the most readily available type of list but offers the lowest response expectation.
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| cookies | Small pieces of information that get stored in a computer's Web browser when one loads certain Web sites. Cookies keep track of whether a certain user has ever visited a specific site and allows the site to give users different information according to whether or not they are repeat visitors.
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| Customized MarketMail (CMM) | A class of mail, introduced by the United States Postal Service in 2003, that allows direct-mail advertisers to send pieces in unusual shapes without envelopes.
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| customer retention and relationship management (CRM) | A promotional program that focuses on existing clients rather than prospecting for new clients. Due to negative reaction to spam (unsolicited e-mail), e-mail programs are often focused on customer retention and relationship management (CRM) rather than prospecting.
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| digital interactive media | Electronic channels of communication— including online databases, the Internet, CD-ROMs, and stand-alone kiosks—with which the audience can participate actively and immediately.
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| digital subscriber line (DSL) | Technology that transforms a traditional telephone line into a high-speed digital link to provide homes and small businesses with broadband Internet access.
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| direct-mail advertising | All forms of advertising sent directly to prospective customers without using one of the commercial media forms.
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| directories | Listings, often in booklet form, that serve as locators, buying guides, and mailing lists.
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| e-mail advertising | Has become one of the fastest growing and most effective ways to provide direct mail.
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| folders | Large, heavy-stock fliers, often folded and sent out as self-mailers.
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| house list | A company's most important and valuable directmail list, which may contain current, recent, and long-past customers or future prospects.
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| house organs | Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by a company's advertising or public relations department or by its agency.
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| interactive | TV A personal audience venue where people can personally guide TV programming through a remote control box while watching TV.
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| Internet | A worldwide network of computer systems that facilitates global electronic communications via e-mail, the World Wide Web, ftp, and other data protocols. Currently the fastest growing medium for advertising.
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| interstitial | Animated screens, often advertisements, which pop up momentarily as the computer searches for and downloads information for a requested Web page. Also known as splash pages.
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| keyword | A single word that a user inputs into an Internet search engine to request information that is similar in subject matter to that word. Advertisers may buy keywords from search engines so that their advertisements appear when a user inputs the purchased word.
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| kiosks | Interactive computers in a stand-alone cabinet that make information available 24 hours a day even in remote areas.
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| letter shop | A firm that stuffs envelopes, affixes labels, calculates postage, sorts pieces into stacks or bundles, and otherwise prepares items for mailing.
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| list broker | An intermediary who handles rental of mailing lists for list owners on a commission basis.
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| mail-response list | A type of direct-mail list, composed of people who have responded to the direct-mail solicitations of other companies, especially those whose efforts are complementary to the advertiser's.
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| MSN TV | A service offered by Microsoft that allows individuals to access Internet services (such as e-mail and traditional Web pages) using special hardware and a typical television set instead of a computer.
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| narrowband | A type of digital data transmission in which wires carry only one signal (channel) at a time. Examples of narrowband transmission include many telephone calls and most transmissions between computers and peripheral devices such as printers.
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| portal | Large Web site that seeks to attract large Internet audiences by providing a range of services and information.
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| postcards | Cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic.
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| rich mail | Technology that allows graphics, video, and audio to be included in an e-mail message.
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| rich media ads | The graphical animations and ads with audio and video elements that overlay the Web page or even float over the page. Most common types include animated banners, interstitials, superstitials, and rich mail.
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| sales letters | The most common form of direct mail. Sales letters may be typewritten, typeset and printed, printed with a computer insert (such as your name), or fully computer typed.
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| search engines | Web sites that are devoted to finding and retrieving requested information from the World Wide Web. Because search engines are the gatekeepers to information on the Internet they are extremely popular with advertisers.
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| self-mailer | Any type of direct-mail piece that can travel by mail without an envelope. Usually folded and secured by a staple or a seal, self-mailers have a special blank space for the prospect's name and address.
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| spam | Unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.
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| sponsorship | The presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials.
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| statement stuffers | Advertisements enclosed in the monthly customer statements mailed by department stores, banks, utilities, or oil companies.
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| viral marketing | The Internet version of word-of-mouth advertising e-mail.
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| Web browser | Computer program that provides computer users with a graphical interface to the World Wide Web.
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| Web page | A single page out of an online publication of the World Wide Web, known as a Web site. Web sites are made up of one or more Web pages and allow individuals or companies to provide information and services with the public through the Internet.
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| World Wide Web (WWW) | A hypertext-based, distributed information system designed to be interpreted by Web browsers such as Internet Explorer or Mozilla Firefox.
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