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Advertising Dictionary

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Advertising Category: A

An account executive (A/E) is an advertising agency employee assigned to a client and responsible for overseeing the services provided to the client.

Founded in 1917, the American Association of Advertising Agencies (AAAA) is the national trade association representing the advertising agency business in the United States. Its membership produces approximately 75 percent of the total advertising volume placed by agencies nationwide.

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.

Acquisition Cost
The cost to an advertiser to gain a new customer. Advertisers take into consideration the amount of revenue potential from a potential customer over a life time in order to determine the maximum acquisition cost.

Ad Flight
The duration of time for which an advertising campaign is live.

Ad Network
A 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 a 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.

Audience Deficiency Unit

To communicate information through print and digital media about a company's product or service. The information is usually targetted to those the company believes have the most interest in the product or service.

An advertisement styled to resemble the editorial format and typeface of the content in which it runs. Often generates higher response rates.

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 customer who had previously bought mystery books with a headline of "New mystery books released this week."

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.

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 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 visable 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".

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.

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.

A program written in Sun's Java programming language which allows viewing of simple animation on web pages.

Above the line (ATL) is any advertising technique which focuses on general media such as TV, cinema, radio, print and Internet.

The process of reviewing advertising statistics for errors and making any needed adjustments for accuracy. This may occur anytime after an advertising campaign has begun, but usually occurs after the campaign is finished. Ideally performed by a 3rd party.