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Advertising Dictionary

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Advertising Category: P

Page View
Occurs when a users browser requests a web page. A single page view may create multiple hits to the server if the page contains multiple elements such as banners. Since page views do not take into consideration users who may have their browsers set to disable images, they are of little value to advertisers.

Pay Per Click
See CPC.

Pay Per Impression
See CPM.

Pay Per Sale
See CPS, CPA, CPT.

PCI Rate
Cost per column inch for print display advertising, usually referencing newsprint.

Pitch
When an advertising agency attempts to win the representation of their client usually by making a presentation as to how they could best advertise their clients product or service.

Pixel
Short for picture element (Pixel), a pixel is a measurement representing a single point in a graphic. Most ad units are measured in pixels such as the common 468 pixel x 60 pixel sized baner.

Platform
The type of computer or operating system (OS) on which a software application is designed to operate on. Two computer platforms include PC & Macintosh while two software platforms include Windows & Unix.

Plug-in
A computer software program installed and used as part of a web browser. Once installed, plug-in applications are recognized by the browser and its function integrated into the main HTML file being presented.

Point of Purchase
Point of purchase (POP) usually refers to the area in a store where the consumer is completeing their purchase.

Pop Behind
A type of advertisement that is automatically displayed in a second smaller browser window behind the current window apon loading or unloading a normal web page. Pop behind advertisements tend to cost advertisers more since their visibility is higher but are considered less annoying than pop ups by web site visitors.

Pop Under
See Pop Behind.

Pop Up
A type of advertisement that is automatically displayed in a second smaller browser window apon loading or unloading a normal web page. Pop ups advertisements tend to cost advertisers more since their visibility is higher but are often considered annoying by web site visitors since they are considered obtrusive.

Portal
A web site that offers so many resources that a visitor has little reason to go to another site for more information. The resources may include a directory of links, games, email, instant messaging, bill payment, shopping malls & more. The idea behind it is to attract and retain a large audience and offer the various sections of the portal to advertisers. Yahoo is an example of a portal.

PPC
Pay per click (PPC) is a method by which advertisers ads show for free and only pay for clicks on their ads.

Preemptable
A preemptable advertisement is one that can be replaced by the media owner for another advertisment usually willing to pay more.

Preemptive
Advertising that explains to customers a companies business processes undertaken in order to deliver high quality products or services.

Product Placement
The prominent display of commercial products in films, TV shows and video games.

Proxy Server
A web server between a web site and a users browser that is used to cache frequently accessed data from a web site so that it may be accessed quicker. Commonly used by ISP's with slow connections or heavy loads.

PSA
A public service announcement (PSA) is an announcement serving the public interest and run by a web site at no charge when no other paying advertisements are available. For example, a health agency of the US government may run an anti drug message.

Psychographics
Identification of personality characteristics and attitudes that affect a person's lifestyle and purchasing behaviors. Psychographic data points include opinions, attitudes, and beliefs about various aspects relating to lifestyle and purchasing behavior.

Publisher
This is the web site operator, also referred to as an Affiliate or Partner. A publisher displays ads, text links, or product links on its web site, in e-mail campaigns, or in search listings and is paid a commission by the respective advertiser when the ad is displayed, clicked on, or the user takes a specific action such as filling out a form, making a purchase or subscribing to a service.

Puffery
A legal exaggeration of praise lavished on a product that stops just short of deception.