The following helpful glossary is based on an article that appeared in The Industry Standard, Feb.22 - Mar. 1:
Affiliate Marketing: A system of advertising in which site A agrees to feature banners/buttons/links from site B in exchange for a payment, usually as a percentage of any sales generated for site B.
Affinity Marketing: Marketing efforts aimed at consumers on the basis of established buying patterns.
Branding: A method of advertising that says, “If the consumer has heard of us, we’ve done our job.”
Click-Through Rate: The percentage of Web surfers who see a banner ad and click on it.
Direct Response: A model of advertising that seeks to have the consumer interact with the marketing efforts.
Impression: A unit of measurement. One set of eyeballs glancing over one banner = one impression.
Interstitial: a separate window of advertising that pops open spontaneously, blocking the site behind it.
Opt-In: E-mail marketing approach that gives the consumer the opportunity to elect to be part of the promotion; also known as “Permission Marketing.”
Stickiness: A meaurement used to gauge the effectiveness of a site in retaining individual users.
Viral Marketing: Any advertising that propagates itself.
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