Telemarketing: Glossary of terms

• Interactive marketing

• Registration in search engines

Banner

Click through

Ad Impressions

Button

Layer

Pop up

Pop under

Medium rectangle

Skyscraper

PPC


Interactive marketing

The online marketing or interactive marketing using technological means such as the Internet, text messages to mobile phones, email, faxing and so forth as a reinforcement of marketing actions. The advantages offered by Internet and interactive marketing allow users to interact with the advertiser, and this is precisely the goal of these actions.

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Registration in search engines

The registration process in search engines consists of including the address of a web page (URL) in the database of certain search engines, so that visitors of each search engine can find the page on the web in the aforesaid search engines. Comunica Marketing offers you to registrate your website in the major search engines.

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Banner

A banner is an advertising format that usually appears at the top of a page or web portal, promoting a given product or service, and that by clicking on the the banner leads directly to the website of the advertiser. The standard size of a banner is 468x60 pixels, but there are also larger or smaller ones. Size, format and filesize normally depend on the website itself.

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Click through

The click through rate (CTR) is the percentage of clicks that receives a specific announcement by the total number of ad impressions that receives that announcement. This ratio averages between 1% and 2%, but depends on the website and particular advertisement in question.

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Ad Impression

An as impression is whenever a certain advertising type (banners, pop up ...) is shown to a user. One method for assessing the cost of an advertisement is the CPM, or cost per thousand impressions.

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Button

The smallest advertising format, normally 120x60 pixels. Like the rest of advertising types, format, filesize and other specifications depend on the website itself.

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Layer

A standard of commercial formats

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Pop up

Emergent window that automatically appears, generally without the user's request, when accessing a website showing an advertisement. This type of commercials is seen by users as very intrusive, which is why specific programs or toolbars were created to prevent these sometimes annoying pop-ups.

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Pop under

It is also a standard of an advertising type, and as the pop up it opens automatically, but unlike it a pop under triggers a new browser window behind the active window, and therefore doesn't annoy the user as much. In contrast, the user dosn't see this publicity until he or she closes the browser, which generally hapens by the time the user is closing the session; therefoe the impact of a pop under is minimal.

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Medium rectangle

A standard of a large advertising format, usually 300x250 pixels. As with all other advertising types, format and maximum filesize depend on the individual website. Generally accepted formats are gif, animated gif, jpg or flash and the maximum filesize should not exceed 50 kb.

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Skyscraper

Another of the most popular advertising formats, is like a vertical banner with a much higher size than 120x240 pixels. The usual size is 120x600pixels whereas a wide skyscraper measures 160x600pixels, at least according to the standards of advertising forms defined by the IAB. Nevertheless width can vary between 120 and 160 pixels and heigth between 500 to 800 pixels.

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PPC

PPC, pay per click, is a payment model of online advertising or marketing, in which payment is based solely on the click-through rate. In this payment model the advertiser pays only for the traffic or visits to his website generated from an particular ad. The most popular application of online advertising that include PPC are commercial networks, search engines and affiliate programs.

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