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Advertising Dictionary

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Advertising Category: D

Dark Site
A dark website is a pre-made, non-visible website, that can be activated online when a particular crisis occurs. It is one of the most common and useful tools in any crisis management strategy and is one of the must-have policies in consumer sectors such as larger airlines, food/beverage companies, pharmaceuticals, financial enterprises and so on. It is common for most companies to have several; all of them customized according to certain vulnerabilities and corporate risks. They store written-in-advance news releases, pictures, official statements and other background information, as the specific details will only be added right before their release. The dark site can be placed on a separate domain, be a distinct section of the main website or totally replace the original. It could be saved on any of the corporate servers or be kept safely on a preferred external device.

A deceptive advertisment is one which contains a representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. In order to fall under regulation, the claim must be material.

Term used by ad networks to describe a type of banner that is served to a site when no paying banner is available. Usually a PSA type of advertisement unless the ad network permits publishers to specify their own default advertisement.

Defeating Cache
This process, also known as "cache bursting", is accomplished by adding a random number to the banner HTML each time the page is reloaded. This causes a separate banner request to be sent to the server, thus insuring the banner is not cached and banner advertisement impressions are not undercounted.

Information regarding the size and characteristics of a particular population of people of interest to advertisers Such as their age, sex, income, education, size of household, ownership of home, etc. This does not include psychographics such as classification by subjective attitudes or opinions of consumers.

Direct Marketing
The process by which an advertiser sends their advertising message directly to their customers or potential customers. Two popular forms of this are direct marketing by telephone and mail.

Direct Response
A type of advertisement that allows recipients to respond directly to the sender to order a product/service or get more information. Common methods of response include mail, telephone and email.

Direct Marketing Association (DMA) is a trade association for advertisers and marketers.

A domain name server (DNS) is a computer on the Internet that helps to translate domain names into IP addresses. Without it web sites could not be found when typed into a browser.

Domain Name
The part of of an Internet address including and immediately preceded by the domain extension. For example is our domain name. The domain name is part of a web sites URL. Each web site has its own unique domain name.