Internet Marketing Glossary
The
New Vocabulary of Online Promotion
- Ad View, Banner View or Impression
- Display of an ad on the HTML page
a user is viewing. Same as a hit for the banner or
margin image file.
- Click Through
- A user clicking on a margin or
banner ad in order to get more information.
- Click Through Rate
- Percentage of users who click on
a viewed ad. This is a good indication of the
effectiveness of the ad. In addition to counting the
ad views, it also requires counting the click
through page views. This is done on the server where
the click through page resides.
- Cookie
- A small text file on the user's
computer in which may be stored a code which allows
a site to stay in touch with the user during his or
her visit. Cookies allow a site to provide more
personalized service to users. It is not true that
the cookie file contains personal information which
can be accessed by other Web sites.
- Form
- A Web page feature used to
request information or take orders from users. Like
paper forms, Web forms may use text fields, checkoff
boxes and multiple choice options to structure user
responses and can only be processed when the user
clicks a button to submit the form.
- Destination Site
- A destination site is a Web site
with such a concentration of useful, well-organized
information that it establishes brand identity as a
desirable reason for users to log onto the Internet
in order to enjoy its benefits. WisconlineŽ is a
prominent example of a destination site.
- Hit
- Download of each element of a Web
page. When a user views a Web page that includes
nine images, the server records ten hits (one for
the HTML page file and one for each image file).
- Interactive Banner
- A advertiser's promotional image
that appears in a prominent position on a Web page.
Interactivity is achieved by making the image a
hyperlink to the advertiser's Web site that provides
more information about the offer, or allows the
consumer to order the product or service.
- Listing
- On WisconlineŽ, the detailed
paragraph of information that contains key
information about an event or an attraction.
- Offer
- A promotional inducement to
encourage the consumer to request more information
or buy the product.
- Page View
- Hits to HTML pages files only.
Downloads of non-HTML documents such as image files
are not included in page views.
- Server, or Host Computer
- A server is the computer on which
a Web site's files reside and which, by virtue of
special software and a connection to the Internet
network, serves Web pages to users in response to
their browser requests.
- Server Log
- Every server automatically
compiles a log of every hit for every user session.
The log is simply a text file in a structured format
that can be interpreted by traffic analysis software
to reveal patterns and details of activity on the
Web site. Server logs record the Internet Protocol
(IP) address of the user during each session, but no
other aspect of the user's identity is known.
Dynamic IP addressing, used by all dialup service
providers, make it impossible to track a specific
user from one session to the next.
- User Session, Visit or Visitor
- A session of activity for one
visitor to a Web site. A session is determined by
recording the user's Internet Protocol (IP) address.
By default, a user session is terminated when the IP
address falls inactive for more than 30 minutes.
Server logs allow a count of the user sessions to a
site, but because of dynamic addressing it is not
possible to record unique visitors to a Web site
unless the site requires tight user registration.
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