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| I Llustration.
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| IAB Interactive Advertising Bureau
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IAB is a nonprofit trade association devoted exclusively to maximizing the use and effectiveness of interactive advertising and marketing. Please refer iab.net for more information.
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| IBL InBound Link
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A link residing on another site that points to your site.
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| Icon
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A pictorial image that represents an idea or thing.
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| ICRA Internet Content Rating Association
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The Internet Content Rating Association (ICRA) is an international, nonprofit organization of internet leaders working to make the internet safer for children, while respecting the rights of content providers.
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| ID
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Station identification during a commercial break in a television or radio program.
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| ID
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Identification, a 10second commercial announcement.
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| Ideas
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Economic, political, religious, or social viewpoints that advertising may attempt to sell.
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| Identification
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The process by which an attractive source influences a message recipient. Identification occurs when the receiver is motivated to seek some type of relationship with the source and adopt a similar position in terms of beliefs, attitudes, preferences, or behavior.
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| Identity Systems business Identity, Corporate I.D.
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The visible essence of a corporation, institution, or government agency. Identity, unified and controlled, can provide a positive association in the eyes of customers, stockholders, and the public.
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| IFrame inline Frame
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A floating frame inserted within a Web page which is not bound to the side of a browser window.
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| Illustration
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Specialized area of art that generally uses nonphotographic images, usually representational, to make a visual statement.
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| Illustrators
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The artists who paint, sketch, or draw the pictures we Please refer in advertising.
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| Image Advertising
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Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products (e.g., This is a womans cigarette). .
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| Image Advertising
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Type of advertising intended to create a particular perception of the company or personality for the brand.
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| Image Advertising
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Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like.
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| Image Advertising
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Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products (e.g., This is a womans cigarette).
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| Image Manipulation
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The art of combining, cropping, correcting, restoring, and blending photographs or original artwork.
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| Image Map
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A set of hyperlinks attached to areas of an image. This may be defined within a web page, or as an external file.
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| Image Map
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Graphic images containing multiple, clickable links.
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| Image Map
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A GIF or JPEG image with more than one linking hyperlink. Each hyperlink or hot spot can lead to a different destination page.
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| Image Transfer
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A radio advertising technique whereby the images of a television commercial are implanted into a radio spot.
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| Imagery Transfer
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When advertisers run a schedule on TV and then convert the audio portion to radio commercials, fully 75 percent of consumers replay the video in their minds when they hear the radio spot.
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| IMPACT
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The degree of success of a campaign; the reaching of consumers.
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| Implied Consumers
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The consumers who are addressed by the ads persona. They are not real, but rather imagined by the ads creators to be ideal consumersacquiescing in whatever beliefs the text requires. They are, in effect, part of the drama of the ad.
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| Impression
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A measurement of responses from a Web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to Please refer the page by the user.
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| Impression
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One exposure (in one household or to one individual) to one advertisement.
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| Impression
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The delivery of an advertisement or a page of information to a viewers browser.
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| Impression
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A single potential view of an ad. This is not the same as actual views, because an ad may be out of view or not seen by a reader or web user.
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| Impression.
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An ad served to a user's browser. Number of impressions determines the cost of online ads in CPM pricing models. Also known as an exposure.
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| Imprinted Product
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A promotional product, this is a product with a company logo or advertising message printed on it.
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| IMU Interactive Marketing Unit
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The standard ad unit sizes endorsed by IAB. Please refer iab.net for more information.
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| In Kind
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The donation of goods and services as payment for some service such as a sponsorship.
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| Inbound Link
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A hypertext link to a particular page from elsewhere, bringing traffic to that page. Inbound links are counted to produce a measure of the page popularity. Searches for inbound links to a page can be made on Altavista, Google and Hotbot.
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| Incentive Catalog Company
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A company that creates an incentive program for sales people, and provides them with a catalog from which they can select their prize or premium.
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| Incentive System
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A form of compensation in which the agency shares in the clients success when a campaign attains specific, agreedupon goals.
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| Incentivebase System
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A form of compensation whereby an advertising agencys compensation level depends on how well it meets predetermined performance goals such as sales or market share.
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| Independence/Individuality
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Associates product with people who can think and act for themselves. Products are linked to individual decision making.
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| INDEPENDENT
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An agency which functions alone, not controlled or influenced by a larger corporation. Michael J. Motto Advertising is an independent agency, free to act solely in our clients’ best interests.
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| Independent
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A local station unaffiliated with a national network.
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| Independent Contractor
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A person who is hired by a company, but works for himself/herself. The company is a client, rather than an employer.
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| Independent Production House
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Supplier company that specializes in film or video production or both.
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| Independent Research Company
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Research firms that work outside of an agency. They may come in all sizes and specialties, and they employ staff statisticians, field interviewers, and computer programmers, as well as analysts with degrees in psychology, sociology, and marketing.
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| Independent Shopping Guide
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Weekly local ad vehicles that may or may not contain editorial matter. They can be segmented into highly select market areas.
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| Independent Station
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A broadcast station that is not affiliated with a national network of stations.
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| Indepth Interview
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An intensive interview technique that uses carefully planned but loosely structured questions to probe respondents deeper feelings.
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| Index
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A term used to describe the database that holds all the web pages crawled by the search engine for each website.
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| Index
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The collection of information a search engine has that searchers can query against. With crawlerbased search engines, the index is typically copies of all the web pages they have found from crawling the web. With humanpowered directories, the index contains the summaries of all web sites that have been categorized.
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| Index Numbers
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A ratio used to describe the potential of a market. The index number is derived by dividing the percentage of users in a market segment by the percentage of population in the same segment and multiplying by 100.
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| Indirect Channels
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A marketing channel where intermediaries such as wholesalers and retailers are utilized to make a product available to the customer.
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| Indirect Headlines
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Headlines that are not straightforward with respect to identifying a product or service or providing information regarding the point of an advertising message.
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| Individual Brand
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Assigning a unique name to each product a manufacturer produces.
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| Induced Differences
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Distinguishing characteristics of products effected through unique branding, packaging, distribution, merchandising, and advertising.
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| Industrial Advertising
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Advertising targeted at individuals who buy or influence the purchase of industrial goods or other services.
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| Industrial Advertising
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A form of businesstobusiness advertising (Please refer above), this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.
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| Industrial Markets
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Individuals or companies that buy products needed for the production of other goods or services such as plant equipment and telephone systems.
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| Industrializing Age
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The period of time from the mid700s through the end of World War I when manufacturers were principally concerned with production.
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| Inference
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An assumption. Please refer heuristic.
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| Inflight Advertising
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A variety of advertising media targeting air travelers while they are in flight.
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| Infomercial
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A form of television advertising that serves as an innovative alternative to the conventional form of short television commercial. Infomercials are full-length commercial segments run on cable (and sometimes network) television that typically last 30 minutes and combine entertainment and product news, including a number or address from which you can directly order the product during the showg.
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| Infomercial
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A commercial that is very similar in appearance to a news program, talk show, or other nonadvertising program content. The broadcast equivalent of an Advertorial (Please refer above).
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| Infomercial
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A long TV commercial that gives consumers detailed information about a product or service; Please refer also programlength advertisement.
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| Infomercials
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Television commercials that are very long, ranging from several minutes to an hour. Infomercials are designed to provide consumers with detailed information about a product or service.
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| Informal Research
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The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share. Also called exploratory h.
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| Information Architecture
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The gathering, organizing, and presenting information to serve a purpose.
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| Information Processing Model
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A model of advertising effects developed by William mcguire that views the receiver of a message as an information processor and problem solver. The model views the receiver as passing through a response hierarchy that includes a series of stages including message presentation, attention, comprehension, acceptance or yielding, retention, and behavior.
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| Information/rational Appeals
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Advertising appeals that focus on the practical , functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for owning or using the brand.
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| Informational Motives
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The negatively originated motives, such as problem removal or problem avoidance, that are the most common energizers of consumer behavior.
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| Informative Advertising
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Nonpersonal promotion that seeks to announce the availability of and develop initial demand for a new good, service, organization, person, place, idea, or cause.
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| Infoseek
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A failed search engine that now redirects its traffic to Go.com. The URL is http://www.infoseek.com
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| Ingredient Sponsored Cooperative Advertising
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Advertising supported by raw material manufacturers with the objective being to help establish end products that include materials and/or ingredients supplied by the company.
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| Inherent Drama
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An approach to advertising that focuses on the benefits or characteristics that lead a consumer to purchase a product or service and uses dramatic elements to emphasize them.
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| Inherited Audience
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Same as Holdover audience, above.
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| Inhouse Agency
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An advertising agency set up, owned, and operated by an advertiser that is responsible for planning and executing the companys advertising program.
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| Inhouse Agency
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Agency wholly owned by an advertiser and set up and staffed to do all the work of an independent fullservice agency.
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| INK (Slang)
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Print publicity; press coverage. Michael J. Motto Public Relations gets its clients lots of good "ink."
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| Inkjet Imaging
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A printing process where a message is reproduced by projecting ink onto paper rather than mechanical plates. Inkjet imaging is being offered by many magazines to allow advertisers to personalize their messages.
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| Inktomi
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The database of web sites used by some of the largest search engines. Owned by Yahoo.com
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| Innovationadoption Model
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A model that represents the stages a consumer passes through in the adoption process for an innovation such as a new product. The series of steps includes: awareness, interest, evaluation, trial, and adoption.
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| Inpack Premium
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A premium included in the packaging of another product (e.g., buy a can of shaving cream and get a free razor in the same package). The term Package enclosure is also used.
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| Inquiries
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Consumer response to a companys advertising or other promotional activities, such as coupons. Used for measuring the effectiveness of some promotions.
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| Inquiry
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Same as Lead
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| Inquiry Test
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A form of test in which consumer responses to an ad for information or free samples are tabulated.
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| Inquiry Test
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Tests designed to measure advertising effectiveness on the basis of inquiries or responses generated from the ad such as requests for information, number of phone calls, or number of coupons redeemed at the time of purchase.
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| Insert
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An ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper.
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| INSERT
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A printed sheet or sheets inserted into a publication or enclosed with a mailing.
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| Insert
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An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. Please refer Freestanding insert, above.
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| Insert
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An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding.
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| Insertion
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Refers to an ad in a print publication.
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| Insertion
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Actual placement of an ad in a document, as recorded by the ad server.
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| Insertion Order
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An agency or advertisers authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price.
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| Insertion Order
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Purchase order between a seller of interactive advertising and a buyer (usually an advertiser or its agency).
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| Insertion Order
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A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement. This form states the date(s) on which the ad is to run, its size, the requested position, and the rate.
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| Insertion Order (I/O).
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A contract that specifies the details of your search advertising campaign, including placements options, keywords, ad creative, landing page, pricing, geo-targeting, and language options.
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| Inside Card
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A transit advertisement, normally by 28 inches, placed in a wall rack above the windows of a bus.
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| Instant Messaging
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A method of users communicating onetoone or in groups over the standard IP protocol. Users can assemble buddy lists and chat with friends, family and colleagues.
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| Institutional Advertising
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A type of advertising that attempts to obtain favorable attention for the business as a whole, not for a specific product or service the store or business sells. The effects of institutional advertising are intended to be long term rather than short range. 3,
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| Institutional Advertising
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Advertising to promote an institution or organization, rather than a product or service, in order to create public support and goodwill.
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| Institutional Copy
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A type of body copy in which the advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product.
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| Instore Media
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Advertising and promotional media that are used inside of a retail store such as pointofpurchase displays, ads on shopping carts, coupon dispensers, and display boards.
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| Instore Sampling
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The handing out of free product samples to passing shoppers.
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| Intaglio
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A form of printing that results in a raised or engraved print surface.
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| Integrated Commercial
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A straight radio announcement, usually delivered by one person, woven into a show or tailored to a given program to avoid any perceptible interruption.
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| Integrated Information Response Model
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A model of the response process or sequence advertising message recipient go through which integrates concepts from the traditional and lowinvolvement response hierarchy perspectives.
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| Integrated Marketing Communication IMC
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A management concept that is designed to make all aspects of marketing communication (e.g., advertising, sales promotion, public relations, and direct marketing) work together as a unified force, rather than permitting each to work in isolation.
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| Integrated Marketing Communication Objectives
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Statements of what various aspects of the integrated marketing communications program will accomplish with respect to factors such as communication tasks, sales, market share, and the like.
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| Integrated Marketing Communications
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A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplinesfor example, general advertising, direct response, sales promotion, and public relationsand combines these disciplines to provide clarity, consistency, and maximum communications impact.
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| Integrated Marketing Communications IMC
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The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to make constructive contact with the company/brand through a variety of media.
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| Integrated Processes
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The way information such as product knowledge, meanings, and beliefs is combined to evaluate two or more alternatives.
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| Intellectual Property
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Something produced by the mind, such as original works of authorship including literary, dramatic, musical, artistic, and certain other intellectual works, which may be legally protected by copyright, patent, or trademark.
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| Intelligence
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Associates product with smart people who can’t be fooled.
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| Intelligent Agents
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Software tools which help the user find information of specific interest to him/her. The users profile is continually refined and improved based on the users acceptance or rejection of recommendations over time.
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| Intensive Distribution
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Distributing a product through a wide variety of outlets.
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| Intensive Distribution
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A distribution strategy based on making the product available to consumers at every possible location so that consumers can buy with a minimum of effort.
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| Intensive Techniques
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Qualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning. Typical methods include indepth interviews and focus groups.
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| Intention Scores.
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| Interactive Advertising
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All forms of online, wireless and interactive television advertising, including banners, sponsorships, email, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.
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| Interactive Advertising Revenues
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Revenues realized from the sale of interactive advertising.
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| Interactive Agency
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An advertising agency that specializes in the creation of ads for a digital interactive medium such as Web pages, cdroms, or electronic kiosks.
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| Interactive Marketing
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Buyerseller communications in which the customer controls the amount and type of information received from a marketer through such channels as the Internet, CDROM disks, interactive 800 telephone numbers, and virtual reality kiosks.
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| Interactive Media
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A variety of media that allows the consumer to interact with the source of the message, actively receiving information and altering images, responding to questions, and so on.
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| Interactive TV
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A personal audience venue where people can personally guide TV programming through a remote control box while watching TV.
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| Interconnects
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Groups of cable systems joined together for advertising purposes.
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| Interconnects
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Groups of cable systems joined together for advertising purposes.
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| Interior Paragraphs
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Text within the body copy of an ad where the credibility and desire steps of the message are presented.
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| Inter-Letter Spacing.
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Small letter spacing can make letters harder to discriminate, while large letter spacing can make words easier to discriminate. See also Kerning.
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| Internal Analysis
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The phase of the promotional planning process that focuses on the product/service offering and the firm itself including the capabilities of the firm and its ability to develop and implement a successful integrated marketing communications program.
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| Internal Audits
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Evaluations by individuals within the organization to determine the effectiveness of a public relations program.
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| Internal Link
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A link that points to another page within the same site. Most commonly used for navigation.
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| Internal Media
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Advertising media that have multicountry coverage and can be used to reach audiences in various countries.
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| Internal Page Impressions
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Web site activity that is generated by individuals with IP addresses known to be affiliated with the Web site owner. Internal activity that is associated with administration and maintenance of the site should be excluded from the traffic or measurement report.
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| Internal Search
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The process by which a consumer acquires information by accessing past experiences or knowledge stored in memory.
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| Internalization
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The process by which a credible source influences a message recipient. Internalization occurs when the receiver is motivated to have an objectively correct position on an issue and the receiver will adopt the opinion or attitude of the credible communicator if he or she believes the information from this source represents an accurate position on the issue.
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| International Advertising
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Advertising aimed at foreign markets.
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| International Advertising
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Advertising a product or service in a country other than where it originates.
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| International Agency
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An advertising agency that has offices or affiliates in major communication centers around the world and can help its clients market internationally or globally.
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| International Media
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Media serving several countries, usually without change, available to an international audience.
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| International Structure
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Organization of companies with foreign marketing divisions, typically decentralized and responsible for their own product lines, marketing operations, and profits.
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| Internet
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A worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols.
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| Internet
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A worldwide network of computer systems that facilitates global electronic communications via email, the World Wide Web, ftp, and other data protocol.
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| Internet
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An interconnected system of networks that connects computers around the world via the TCP/IP protocol.
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| Internet Service Provider ISP
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Companies which offer consumer and business access to the Internet.
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| Interpersonal Influences
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Social influences on the consumer decisionmaking process, including family, society, and cultural environment.
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| Interstitial
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Animated screens, often advertisements, which pop up momentarily as the computer searches for and downloads information for a requested Web page. Also known as splash pages.
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| Interstitial Ad.
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An ad page that appears for a short period of time before the user-requested page is displayed. Also known as a transition ad, splash page, or Flash page.
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| Interstitial Ads
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Ads that appear between two content pages. Also known as transition ads, intermercial ads, splash pages and flash pages.
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| Interstitials
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Loads a commercial in the background of a Web page. When the user exits the page, the user gets served a fullpage, betweenpage advertisement in Flash, an animated gif or other rich media.
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| Interview
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Please refer indepth interview.
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| Intranet
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A network based on TCP/IP protocols that belongs to an organization, usually a corporation, and is accessible only by the organizations members, employees or others with authorization.
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| Introductory Phase
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The initial phase of the product life cycle (also called the pioneering phase) when a new product is introduced, costs are highest, and profits are lowest.
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| Inunit Click
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A measurement of a userinitiated action of responding to an ad element which generally causes an intrasite redirect or content change. Inunit clicks are usually tracked via a 302 redirect. Also known as clickdowns, clickups and clickwithins. Please refer ad click; 302 redirect.
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| Inventory
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Unsold time that a station or network has available for advertisers.
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| Inventory
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Commercial time for advertisers.
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| Inventory
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The number of ads available for sale on a Web site.
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| Inventory.
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Advertising space available for purchase on a website. Based on projections, inventory may be specified as number of impressions or as a share of voice. Also known as ad avail.
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| Investment Spending
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Increased advertising expenditures at a rate higher than normal with the expectation of increased sales and profits.
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| IP Address
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Whenever you connect to the Internet, you are giving a unique 4 number Internet Protocol Address (IP Address). Your IP address is how data finds its way back and forth from your computer to a particular web site. Your IP address may change each time you attach to your ISP. If your IP address stays the same from connection to connection, you are said to have a static IP address. If it changes each time you connect, you are said to have a dynamic IP address. IP addresses can be important in the context of search engine submission because some search engines have been known to ignore submissions from any one IP over a certain limit.
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| IP Address
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Internet protocol numerical address assigned to each computer on the network so that its location and activities can be distinguished from other computers. The format is ##.##.##.## with each number ranging from 0 through 255 (e.g. 125.45.87.204)
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| IP Address
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An identifier for a computer or device on a TCP/IP network.
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| IP Address Internet Protocol Address
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How data finds its way back and forth from your computer to the internet.
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| IP Deliver
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Similar to agent name delivery; this technique presents different content depending on the IP address of the client. It is very difficult to view pages hidden using this technique, because the real page is only visible if your IP address is the same as (for example) a search engines spider.
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| IP Internet Protocol
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This protocol allows for machines to communicate to each other via the Internet.
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| IP Internet Protocol
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A protocol telling the network how packets are addressed and routed.
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| IPA.
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| IRCInternet Relay Chat
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1) a facility that allows people to chat in real time. The chats, or forums, are typed remarks, and they can be either public or private; 2) a protocol that allows users to converse with others in real time. Irc is structured as a network of servers, each of which accepts connections from client programs.
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| ISDN Integrated Services Digital Network
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Highspeed dialup connections to the Internet over ordinary copper phone wires. DSL has in large part replaced ISDN. Please refer DSL.
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| ISI
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Interstimulus interval, or the pause between the presentation of different ideas or different pieces of information.
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| Island Display
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An instore product display situated away from competing products, typically in the middle or at the end of an aisle.
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| Island Half
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A halfpage of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price.
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| Island Position
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A print ad that is completely surrounded by editorial material, or a broadcast ad surrounded by program content, with no adjoining advertisements to compete for audience attention.
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| ISP
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Internet Service Provider. The company that provides a user with a physical connection to the Internet.
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| ISP Internet Service Provider
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An organization that provides access to the Internet. An ISP can be a commercial provider, a corporate computer network, a school, college, university, or the government.
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| Italic
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A style of printing type with letters that generally slant to the right.
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| Italic.
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Roman type style that slants to the right, as in this phrase. The term italic should be reserved for Roman faces. Other faces that slant to the right are called oblique. See also roman. [SCOTT, I HAVE NO EXAMPLES OF OBLIQUE TYPE FACES – THE PRINTER WILL HAVE TO DO THIS.]
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| ITI Information Technology Industry Council
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Represents the leading U.S. providers of information technology products and services. It advocates growing the economy through innovation and supports freemarket policies. Please refer itic.org for more information.
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| ITV Interactive Television
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Any technology that allows for twoway communication between the audience and the service provider (such as the broadcaster, cable operator, settop box manufacturer) via standard or enhanced television appliance.
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