Ad Glossary
- A/E
- An account executive (A/E) is an advertising agency employee assigned to a client and responsible for overseeing the services provided to the client.
- Above The Fold
- Any area of a web page that is viewable without the viewer having to use the vertical scroll bar. Ad space in this area is usually more expensive since it is more likely to be viewed by the visitor.
- Ad Flight
- The duration of time for which an advertising campaign is live.
- Ad Funnel
- Process by which an end user navigates through a sales process. (IE- Client clicks on PPC Ad Copy to the internal landing page and then to the shopping cart and any steps taken in between.)
- Ad Network
- An advertising company that usually serves as a broker between web site publishers and advertisers. Larger ad networks aggregate sites into general categories so that they can offer advertisers targeted buys. The majority of banner advertisements on the Internet are sold and served by ad networks.
- Ad Server
- A computer, normally operated by a third party, that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics are maintained by an objective third party.
- Ad Space
- The space on a web page reserved for the displaying of advertisements. Typically at the top or bottom of a page or if a small advertisement in the right or left column. The most desirable ad space is above the fold.
- Ad Units
- A way of classifying ad types. Ad units on the Internet include banners, buttons, micro buttons, pop ups, skyscrapers, text links, interstitials, superstitials, etc. Ad units are usually defined by the IAB as voluntary guidelines.
- ADU
- Audience Deficiency Unit
- Advertise
- To communicate information through print and digital media about a company's product or service. The information is usually targeted to those the company believes have the most interest in the product or service.
- Affiliate Marketing
- A type of advertising system based on the CPA payment method whereby web sites run advertiser's banners for free but get paid on any sales or registrations that result from visitors that click on the banner.
- Affinity Marketing
- Any marketing effort including email promotions, banners or offline media aimed at consumers on the basis of established buying patterns. For example a book store might send an email advertisement to all customers who had previously bought mystery books with a headline of "New mystery books released this week."
- Agency
- An advertising company that represents other companies by providing advertising related services such as planning, creating, buying and tracking an advertisement on behalf of their client.
- Agency Discount
- A discount, normally equal to 15%, that is offered to advertising agencies that place an order on behalf of their clients. Many large companies establish their own in house agency in order to qualify for the discount when they place the advertisements directly.
- AIDA
- Stands for attention, interest, desire, and action (AIDA). This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc.
- AJAX
- Ajax is the acronym for Asynchronous JavaScript and XML.
- Ala Carte
- Terms used to describe the way services are offered at some advertising agencies. For example, if an ad agency chooses to provide only the services that a client wishes to purchase instead of providing all services for a set price it would be offering their services Ala carte.
- Alt Text
- Short for alternative text (Alt Text). Alt text is HTML code that allows an HTML coder to add text to a graphic that is visible to those that have images disabled or those that hover their mouse over a banner advertisement. Often used by advertisers to reinforce a message or call someone to action such as: "Click Here".
- ANA
- Founded in 1910, the Association of National Advertisers (ANA) is the national trade association dedicated to serving the interests of corporations that advertise their products and services in the US.
- AOR
- An agency of record (AOR) is an advertising agency that handles the purchasing of ad space and time for large companies, often coordinating such through other agencies.
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