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| O & O Station
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Radio and television stations owned and operated by a network.
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| Obfuscation
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The act of misrepresenting Meta tags or content. The user is presented with a page that looks normal, but it is not the page submitted to search engines. This is similar to cloaking or stealth pages, but it further protects the code by giving code stealers a Mickey page. The page often looks normal, but there will be something wrong with it to cause it to rank low on search engines (things like bad keyword density or Meta tag errors). When someone steals a high ranking page like this and installs it on their own server, they will never get the rankings the real page gets.
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| Objective/task Method
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A method of determining advertising allocations, also referred to as the budgetbuildup method, that defines objectives and how advertising is to be used to accomplish them. It has three steps: defining the objectives, determining strategy, and estimating the cost.
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| Objectives
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Please refer marketing objectives.
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| Observation Method
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A method of research used when researchers actually monitor peoples actions.
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| Off Card
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Refers to advertising time sold at a rate that does not appear on the rate card.
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| Offer
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A promotion put to the customer prior to the customers consent to buy. The offer becomes a contract when the completed offer form is returned to the vendor.
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| Offnetwork Syndication
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The availability of programs that originally appeared on networks to individual stations for rebroadcast.
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| OffPage Factors
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Factors that alter search engine positions that occur externally from other websites.By having many links from other sites pointing to yours is an example of offpage Factors.
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| Offset Lithography
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A planographic printing process. A photographic image from a printing plate is transferred to a rubber blanket, which, in turn, transfers or prints the image onto the paper.
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| Offsite Measurement
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When a site forwards its log files to an offsite Web research service for analysis.
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| On Camera
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Actually seen by the camera, as an announcer, a spokesperson, or actor playing out a scene.
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| Onair Tests
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Tests recall among viewers of a commercial or program during a real broadcast of the tested communication.
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| Ondemand
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The ability to request video, audio, or information to be sent to the screen immediately by clicking something on the screen referring to that choice.
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| Online
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If you are connected to the Internet, you are online.
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| Online Marketing
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Marketing products and services on the internet.
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| Onpack Onpack Premium
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Used to promote sales of a product. Discount coupons or gifts that are attached to or accompany the product to be purchased.
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| OnPage Factors
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Factors that determine search engine positions that occur internally within a page of a website. This can include site copy, page titles, and navigational structure of the site.
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| Onsale Date
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The date a magazine is actually issued.
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| Onsite Measurement
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When a server has an appropriate software program to measure and analyze traffic received on its own site.
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| OOP Over Optimization Penalty
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A theory that applies if one targets only 1 keyword or phrase, and the search engines view the linking efforts to be spam.
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| OPA Online Privacy Alliance
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A group of corporations and associations who have come together to introduce and promote businesswide actions that create an environment of trust and foster the protection of individuals privacy online. Please refer privacyalliance.org for more information.
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| OPA Online Publishers’ Association
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Trade association representing a segment of online publishers. Please refer onlinepublishers.org for more information.
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| Open End
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(1) Time left at the end of a commercial or program which is provided for the use of local advertising or station identification. (2) A radio or television program with no specific time to end.
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| Open Rate
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The highest rate for a onetime insertion in a newspaper.
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| OpenRank Open Source PageRank
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A suggestion to make a webwide ranking system as opposed to Googles Pagerank.
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| Opinion Leader
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Someone whose beliefs or attitudes are respected by people who share an interest in some specific activity.
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| Opinion Sampling
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A form of public relations research in which consumers provide feedback via interviews, tollfree phone lines, focus groups, and similar methods.
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| Opportunities To See OTS
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A possible exposure of an advertising message to one audience member. Also called an advertising impression. Effective frequency is considered to be three or more opportunitiestoplease refer over a fourweek period; but no magic number works for every commercial and every product.
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| Opticals
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Visual effects used to instill interest as well as portray mood and continuity to a commercial. Dissolves, Cross fades, and Montages are all opticals.
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| Opticals.
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Visual effects used to instill interest as well as portray mood and continuity in a commercial. Examples include dissolves, cross fades, and montages.
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| OptIn
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When a user willing joins a subscription to a newsletter or some other service.
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| Optin
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Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the companys products and services. Please refer permission marketing.
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| Optin Email
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Lists of Internet users who have voluntarily signed up to receive commercial email about topics of interest.
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| Optout
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When a company states that it plans to market its products and services to an individual unless the individual asks to be removed from the companys mailing list.
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| Organic Listing
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The natural results returned by a search engine.
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| Organic Listings
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Listings that search engines do not sell (unlike paid listings). Instead, sites appear solely because a search engine has deemed it editorially important for them to be included, regardless of payment. Paid inclusion content is also often considered organic even though it is paid for. This is because that content usually appears intermixed with unpaid organic results.
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| Organic Traffic
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“Free” traffic sent to a web site from search engines.
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| Organizational Buyers
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People who purchase products and services for use in business and government.
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| Orthographic Film
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A highcontrast photographic film yielding only blackandwhite images, no gray tones.
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| OTS Opportunity To See
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Same as page displaywhen a page is successfully displayed on the users computer screen.
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| Outbound Link
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A link from your site to any other site.
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| Outbound Links
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Links on a particular web page leading to other web pages, whether they are within the same web site or other web sites.
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| Outdoor Advertising
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Any outdoor sign that publicly promotes a product or service, such as billboards, movie kiosks, etc.
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| Outdoor Advertising
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An outofhome medium in the form of billboards.
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| Outdoor Advertising.
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Any outdoor sign that publicly promotes a product or service, such as billboards, movie kiosks, etc.
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| Outofhome Advertising
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Exposure to advertising and mass media away from ones home. Included are outdoor, pointofpurchase, and radio.
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| Outofhome Media
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Media such as outdoor advertising (billboards) and transit advertising (bus and car cards) that reach prospects outside their homes.
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| Outside Posters
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The variety of transit advertisements appearing on the outside of buses, including king size, queen size, traveling display, rear of bus, and front of bus.
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| Overlay
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A transparent or opaque covering used to protect designs or layouts in the form of separate transparent prints that combine to form a finished design or graphic.
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| Overlay
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On a pasteup, a piece of clear plastic containing a second image from which a second printing plate can be made for color printing.
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| Overrun
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Additional numbers of a print vehicle that are produced in excess of those needed for distribution. Overruns may take place to meet unexpected needs or demands.
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| Overture
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One of the first PPC advertising services. Formerly known as goto. Now owned by Yahoo! And recently renamed Yahoo! Search Marketing
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