PPS - Pay Per Sale
Payment made based on a successful financial transaction occurring.

Rate Card
Information on advertising rates on a particular site.

ROI - Return on Investment
The margin gained from a particular marketing strategy, e.g. a $500 ad campaign that returns $650 has an ROI of $150.

RON - Run of network
Many sites are members of a larger network. This option allows you to purchase ad space on all member site.

ROS - Run of site
An advertisement running on many pages on a web site, not confined to a particular section.

Skyscraper
Vertical banner, usually around the 120x600 pixel mark.

Stickiness
The ability to hold the attention of web site visitors and to keep them returning to your web site.

Unique Visitors
Another flexible term. Unique Visitors refers to a single person who visits your web site in a set space of time, usually 24 hours. If a person visits your web site 3 times in a 24 hour period, they would only count as 1 unique. This is another statistic that needs to be clarified with the company who is quoting it - their time frame for "uniqueness" may be as little as one hour and that will inflate their statistics dramatically.

Viral marketing
A marketing technique that encourages visitors to pass along a sales message, usually by giving away something for free.

There's an old saying that goes "if you can't dazzle them with brilliance, baffle them with bull". Try using some of these terms in conversations with non-marketing people at the next party you attend; you'll either gain a new fan club or be ejected from the room! :0).


Michael Bloch
Taming the Beast
http://www.tamingthebeast.net
Tutorials, web content, tools and software.
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