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Christopher Knight

Email Advertising Media Terminology List
By Christopher Knight

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Today, I thought I'd share the four-page internal advertising terminology sheet that we use here to train our ad sales reps.

Ad Copy - The actual text used for an ad campaign.

Ad Inventory - The total available inventory to sell in a given period.

Ad Impression - One person viewing one ad.

Affiliate - Someone who is affiliated with someone else, usually referring to a person or company that is a member of another companies "Affiliate Program."

Affiliate Program - The art of paying only for results, whereaffiliates sign up to promote your company in exchange for a 10-50% on average commission on any sales that they generate.

Campaign - An advertising media buy during a given period of time.

Click - The opportunity for a visitor to be transferred to a location by clicking on an advertisement, as recorded by the server.

Click Rate - [See CTR]

CPM - Cost Per Thousand. 90% of all Web and email media is priced based on a Cost Per Thousand model. Ex: a $90 CPM means that it costs $90 per 1000 impressions.

CPC - Cost Per Click. Very rarely used, but still often requested. Ex: A $5 CPC means that for every click an advertiser receives, he or she is paying $5 for it.

Content Based Profiling - A way of saying that a media properties audience has to be who they say it is, because no one else would care about the media properties content, except for the target audience.

Creative Media - slang for the Web banner or tiles/buttons used in an advertising campaign.

CTR - Click Through Rate. It is computed by taking the number of clicks a given campaign received divided by the total impressions bought. Ex: Client buys 100,000 impressions, gets 1000 clicks, therefore his or her CTR is 1%.

Demographics - Profile of a media properties audience.

Email - Electronic Mail.

Ezine Email Newsletter - Ezine is an inter-industry term, and many advertisers won't know what an ezine is, even though they will know what an email newsletter is.

Discussion List - A threaded email-based forum.

GIF - Common graphic file format used in Web banners. Can also be animated.

Hits - How Idiots Track Success. Ex: If a Web page has seven graphics on it plus the html file itself, each time one person views the page, eight hits will be recorded. Never refer to the number of hits a Web page gets, as advertisers only care about how many page views a Web site delivers during a given time period.

HTML - Hyper Text Markup Language. The language of the code Web pages are made of.

HTML Newsletter - Email lists that are sent with rich text. Some call this sending a Web page via email. Emails are typically 15-30k in size and have Web banners, Web tiles or email text ads in them.

Insertion Order - The contract between a media buyer and the media property selling the advertising.

IO - Abbreviation for insertion order.

JPEG - Common graphic file format used in Web banners.

Key Words - Advertising based on key words. Ex: An advertiser locks in a set of key words that whenever they are searched for in a search engine or directory search, their ad appears in the results of that search.

List - Email list, whether it be discussion- or newsletter-based.

List Etiquette - Acceptable behavior for email list members, moderators, and owners.

List Moderator - A person who manages an email list.

List Member - A subscriber to an email list.

List Owner - The person who owns an email list.

List Server The email server that manages email lists.

Moderated Discussion List - Email discussion list where a list moderator approves all posts. This is the highest quality form of discussion lists.

Newbie - A new person on the Internet.

Newsletter - Email-based newsletter.

Opt-In - Means that a person is "Opting In" to receive information or advertising. Double Opt-In means that he or she has confirmed twice that he or she wants to receive specific information or advertising.

Page View - One person viewing one Web site page. Abbreviated as a "PV".

Permission-Based Marketing - When people give their permission to receive information or advertising.

Pixel - Abbreviation for "Picture Element". Web banners are measured in pixels. Ex: 468 x 60 standard Web banner means that it is 468 pixels long by 60 pixels wide.

ROI - Return On Investment. Advertisers won't always say it, but in the end, they all want some form of ROI for their media ad dollars spent.

ROS - Run Of Site. When an advertiser buys a ROS package, they are not choosing which email newsletters or which Web properties his or her ads are running on through a given property.

Semi-Moderated Discussion List - An email discussion list that runs un-moderated, but a list moderator reads and watches every post closely, and steers the list via daily interaction so that the community stays on focus.

SOV - Share Of Voice. This tells an advertiser how large of a percent a given niche or population is or how far a given Web or email property reaches. Ex: If a newsletter has 20,000 members and the entire niche of the audience is only 40,000 in the entire world, that means this newsletter audience is reaching 50% SOV (Share Of Voice) of that market.

Text Ad - ASCII-based email text ad for an email newsletter, discussion list or opt-in list ad.

Un-Moderated Discussion List - Email discussion list that runs in real time and has no list moderator managing or approving of any of the posts.

Unique URL Tagging - The process of embedding Unique Identifiers into URLs contained in HTML content. These identifiers are identified by Web servers on subsequent browser requests. Identifying visitors through information in the URLs should also allow for an acceptable calculation of visits, if caching is avoided. [Source: IAB.COM]

Web Banner - Typically 468 x 60 pixels in size, under 16k, and light animation is allowed.

This compilation of media terminology is copyrighted. Please do not copy this or use it without written permission.

This Ezine-Tip was submitted By Christopher Knight -- Email List Marketing Expert, author and entrepreneur. Get your weekly dose of Email newsletter publishing, marketing, promotion, management, email-etiquette, email usability and deliverability tips by joining the free Ezine-Tips newsletter:

Ezine-Tips for December 08, 1999

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