A trial campaign: consists of testing a product on the market on a limited amount of people to see their reaction towards the product before thinking about reaching all potential consumers.
Ad serving: The delivery of ads by a server to an end user’s computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed by both a Web publisher and by an advertiser. Ads can be embedded in the page or served separately.
Ad tags: Usually a single pixel (known as a 1×1 pixel) that are placed within the online advertising message to enable performance tracking. I.e. number of times the ad was served and linking an ad outcome like a sale back to the site and ad that caused it.
Algorithmic search (aka natural search and organic search): The process by which a search engine like Google determines the best results to match the search query. Unlike paid search, no money passes between advertisers and search engines to determine these results.
B2B: is a marketing strategy which involves the transaction of goods or services between businesses as opposed to relations between businesses and other groups, for example, consumers (B2C) or public administration (B2G). It is a term that originated and is almost exclusively used in electronic commerce and typically takes the form of automated processes between trading partners and is performed in much higher volumes than (B2C) applications. B2B is also used to identify sales transactions between businesses.
Brand activation: is the seamless integration of all available communication means in a creative platform in order to activate consumerism. Activation means stimulating interest, trial, and loyalty.
Brand awareness: is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Usually expressed as a percentage of the target market, brand awareness is the primary goal of advertising in the early months or years of a product’s introduction.
Brand building: is enhancing a brand’s equity directly through advertising campaigns and indirectly through promotion such as cause championing or event sponsorship.
Brand Equity: “Brand equity” refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other intangible assets such as patents, trademarks, and channel relationships.
Brand extension: “Brand extension” refers to the use of a successful brand name to launch a new or modified product in a new market. Virgin is a good example of how brand extension can be applied across quite diverse and distinct markets.
Brand image: “Brand image” refers to the set of beliefs that customers hold about a particular brand. These are important to develop well since a negative brand image can be very difficult to shake off.
Brands and products: Brands are rarely developed in isolation. They normally fall within a business’ product line or product group.
Browser: The application that enables PC users to access the World Wide Web of information.
Cache: The store of previously viewed online content within the browser that allows previously visited pages to load more quickly, and also allows users to view previously seen content without connecting to the internet.
Cause: is something for which people try to gather money to do well to others. The welfare of a person or group is seen as a subject of concern.
Charity: is a non-profit organization (NPO) gathering money for a cause. Charities are generous actions or donations to aid the poor, ill, or helpless or something is given to a person or persons in need; alms.
Cookie: A cookie is a text-only string of information that a website transfers to the browser on a consumers computer so that the website can recognize users when they return. Cookies can store personal data (with opt-in consent for items such as passwords) and cookies that store anonymous data (without opt-in consent for items such as browsing history). However, the consumer can easily delete this data by deleting the cookie.
Cookies can easily be deleted by users through the ‘Tools’ and ‘Internet Options’ menus on an internet browser.
It is a myth to suggest that cookies are bad for privacy – cookies are a friendly internet tool primarily used by the advertising and e-commerce industry to make surfing easier and quicker. They have several roles, none of which can compromise your privacy:
Protection: – to ensure you are a genuine visitor and not someone else using your password. Authenticate and speed up your identification and e-commerce transactions. Recognise preferences e.g. remember usernames and passwords for websites. Cap the frequency of ad serving and increase the relevancy of ads served to a user.
First party cookies – come directly from the website visited and are used to recognize return visitors. This form of cookies is particularly useful to consumers and should be allowed to live permanently on the user’s browser.
Third-party cookies – come from the ads served on a website (delivered by a third party ad server) and are used primarily for ad targeting purposes. These cookies are less directly useful to a user and show a limited shelf-life (ie 30 or 60 days). Most cookies can be easily deleted by the user.
Crawlers: Technology that automatically searches the web for content. For example crawlers from search engines regularly visit web pages to collate content to determine the best results for the search.
Creative strategy: An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy.
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