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  Internet Promotion Glossary
Ad
A graphic or banner on a web page that when clicked on, takes the visitor to another site.

Affiliate marketing
System whereby a merchant or advertiser pays other sites a commission for sending visitors to their site.

Banner
A graphic image (static, or rich media) that is placed on a website as an advertisement to increase brand awareness and sales.

B2B: Business to Business
Products and services designed to be sold to other businesses.

B2C: Business To Consumer
Products and services designed to be sold to the general public.

CTR: Click Through Rate
Percentage of users who click on a viewed advertisement. Gives an indication of the effectiveness of the ad.

CPA: Cost Per Action
Used when calculating how much it costs to advertise in order to obtain each additional sale or lead.

CPC: Cost Per Click
Amount paid for each click-thru that results in a unique visitor to a site.

CPL: Cost Per Lead
Used when calculating how much it costs to advertise in order to obtain each additional lead.

CPS: Cost Per Sale
Used when calculating how much it costs to advertise in order to obtain each additional sale.

Guerrilla Marketing
Highly aggressive marketing intended to get maximum results from minimal resources.

Niche
The target market for your products or services. Find a narrowly focused niche and tailor your USP to match.

Opt-In
Email marketing term whereby the recipient specifically requests receiving promotional emails related to a specific topic of interest.

Opt-Out
Email marketing term whereby emails are sent to the recipient whether they've signed up or not. The recipient then has to specifically request not to be included in any further email shots.

Rich Media
A website or banner ad that uses more advanced technology for animation than simple images e.g. Incorporates Flash, streaming video, Real Audio/Video, search boxes, and applets that allow for interactivity and special effects.

USP: Unique Selling Proposition
The unique benefits that a product or service offer consumers. Usually an explanation of why they should buy from you and not your competition.

Web Bugs or Web Beacons
Small graphics files used to track user activity on a website. Web publishers use them to track site traffic, unique visitors, and personalisation features. Ad technology companies use Web bugs to track the performance of Web and e-mail ad campaigns. Usage of these must be included in the privacy policy.



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