Internet Marketing Glossary

The New Vocabulary of Online Promotion

Ad View, Banner View or Impression

Display of an ad on the HTML page a user is viewing. Same as a hit for the banner or margin image file.

Click Through

A user clicking on a margin or banner ad in order to get more information.

Click Through Rate

Percentage of users who click on a viewed ad. This is a good indication of the effectiveness of the ad. In addition to counting the ad views, it also requires counting the click through page views. This is done on the server where the click through page resides.

Cookie

A small text file on the user's computer in which may be stored a code which allows a site to stay in touch with the user during his or her visit. Cookies allow a site to provide more personalized service to users. It is not true that the cookie file contains personal information which can be accessed by other Web sites.

Form

A Web page feature used to request information or take orders from users. Like paper forms, Web forms may use text fields, checkoff boxes and multiple choice options to structure user responses and can only be processed when the user clicks a button to submit the form.

Destination Site

A destination site is a Web site with such a concentration of useful, well-organized information that it establishes brand identity as a desirable reason for users to log onto the Internet in order to enjoy its benefits. Wisconline® is a prominent example of a destination site.

Hit

Download of each element of a Web page. When a user views a Web page that includes nine images, the server records ten hits (one for the HTML page file and one for each image file).

Interactive Banner

A advertiser's promotional image that appears in a prominent position on a Web page. Interactivity is achieved by making the image a hyperlink to the advertiser's Web site that provides more information about the offer, or allows the consumer to order the product or service.

Listing

On Wisconline®, the detailed paragraph of information that contains key information about an event or an attraction.

Offer

A promotional inducement to encourage the consumer to request more information or buy the product.

Page View

Hits to HTML pages files only. Downloads of non-HTML documents such as image files are not included in page views.

Server, or Host Computer

A server is the computer on which a Web site's files reside and which, by virtue of special software and a connection to the Internet network, serves Web pages to users in response to their browser requests.

Server Log

Every server automatically compiles a log of every hit for every user session. The log is simply a text file in a structured format that can be interpreted by traffic analysis software to reveal patterns and details of activity on the Web site. Server logs record the Internet Protocol (IP) address of the user during each session, but no other aspect of the user's identity is known. Dynamic IP addressing, used by all dialup service providers, make it impossible to track a specific user from one session to the next.

User Session, Visit or Visitor

A session of activity for one visitor to a Web site. A session is determined by recording the user's Internet Protocol (IP) address. By default, a user session is terminated when the IP address falls inactive for more than 30 minutes. Server logs allow a count of the user sessions to a site, but because of dynamic addressing it is not possible to record unique visitors to a Web site unless the site requires tight user registration.

Wisconline® puts you in touch with Wisconsin consumers! A wide variety of advertising options are available, with terms and prices to fit every budget.

Call David at 800-575-9781 for details and to place your advertising order at Wisconsin Online®.

Thank you.