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AA
Above the fold
A
term originally applied to printed media which is used to indicate whether a
Banner
adverts
or other content is displayed on a web page without the need to scroll. This is
likely to give higher
Clickthrough,
but note that the location of ‘the fold’ within the
Web
browsers
is dependent on the screen resolution of a user’s personal computer.
Access provider
A
company providing services to enable a company or individual to access the
Internet. Access providers are divided into
Internet
Service Provider (ISP)
and
Online
Service Providers (OSPs)
.
ActiveX
A
programming language standard developed by Microsoft which permits complex and
graphical customer applications to be written and then accessed from a web
browser. ActiveX components are standard controls which can be incorporated
into web sites and are then automatically downloaded for users. Examples are
and animation or a calculator form for calculating interest on a loan or a
control for graphing stock prices. A competitor to
Java.
Active Server Page
A
type of
HTML
(Hypertext Markup Language)
page (denoted by a .asp file name) that includes (small programs) that are
processed on a before the web page is served to the users browser. ASP is a
Microsoft technology that usually runs on Microsoft Internet Information Server
(usually on Windows NT). The main use of such programs is to process
information supplied by the user in an online form. A query may then be run to
provide specific information to the customer such as delivery status on an
order, or a personalised web page.
Adverts
Ad impression
Similar
in concept to a
Page
and ad impressions and reach
,
describes one viewing of an advert by a single member of its audience. The same
as
Ad
view
,
which is less commonly used.
Ad inventory
The
total number of ad impressions that a
Web
site
can sell over time (usually specified per month).
Ad rotation
When
ads are changed on a web site for different user sessions. This may be in
response to
Targetting
(through banner advertisers)
or simply displaying different adverts from those on a list.
Ad serving
The
term for displaying an advert on a
Web
server
.
Often the ad will be served from a different web server to the site on which it
is placed. For example, the
Uniform
(universal) resource locator (URL)
for displaying the advert is http://ad.doubleclick.net.
Ad space
Ad view
Similar
in concept to a
Page
and ad impressions and reach
,
describes one viewing of an advert by a single member of its audience. The same
as
Ad
impression
,
which is more commonly used.
Advertising networks
Advertising
networks are a collection of independent web sites of different companies and
media networks which each have an arrangement with a single advertising broker
to place banner advertisements.
Affiliate networks
A
reciprocal arrangement between a company and third party sites where traffic is
directed to the company from third-party sites through
Banner
adverts
and links and incentives. In return for linking to the
Destination
site
the third-party site will typically receive a proportion of any resulting sale.
Agents
Software
programmes that can assist humans to perform tasks such as finding particular
information such as the best price for a product.
Analysis phase
Analysis
refers to the identification of the requirements of a
Web
site
.
Techniques to achieve this may include focus groups, questionnaires sent to
existing customers or interviews to key accounts.
Animated banner adverts (animated GIFs)
Early
banner adverts only featured a single advert, but today they will typically
involve several different images which are displayed in sequence help to
attract attention to the banner and build up a theme, often ending with a call
to action and the injunction to click on the banner. These are achieved through
supplying the ad creative as an
Animated
banner adverts (animated GIFs)
have different layers or frames usually, a rectangle of 468 by 60 pixels.
Animated banner adverts are an example of
Rich
media adverts
.
Availability
Announcements
Archie
Archie
is a database containing information on what documents and programmes are
located on
FTP
servers. It would not be used in a marketing context unless looking for a
specific piece of software or document name.
Audit (internal)
A
review of web site effectiveness.
Audit (external)
External
audits consider the business and economic environment in which the company
operates. These include the economic, political, fiscal, legal, social,
cultural and technological factors usually referred to by the SLEPT acronym.
Auditors
Autoresponders (‘mail-bots’)
Software
tools or ‘agents’ running on a
Web
server
which automatically send a standard reply to the sender of an e-mail message.
This may provide information to a standard request sent to
price_list@company_name.com or could simply state that the message or order has
been forwarded to the relevant person and will be answered within two days.
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