Key Terms for Test 3

  1. organic searcha search that generates results that were not paid advertisements. 
  2. paid inclusion: a search engine marketing model in which a web site pays a fee to a search engine that then guarantees that the Web site will be displayed in the returned search results for specifically named search terms.
  3. keyword advertising: refers to a variety of techniques that associate advertisements with particular terms on websites. 
  4. network keyword advertising (context advertising): advertises on a website that is targeted to the specific individual who is visiting the Web site. A contextual ad system scans the text of a Web site for keywords and returns ads to the Web page based on what the user is viewing, either through ads placed on the page or pop-up ads. 
  5. social search: is a type of web search that takes into account the social graph of the person initiating the search query
  6. banner ad: a rectangular graphic display that stretches across the top or bottom of a website or down the right or left sidebar
  7. rich media adads that include animation or video, but also include a more complex user interaction. 
  8. interstitial ada full-page ad that appears before the actual webpage.
  9. video ad: the term video advertising encompasses online display advertisements such as MPUs that have video within them, but it is generally accepted that it refers to advertising that occurs on Internet television. 
  10. sponsorshipa cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property
  11. real-time bidding process (RTB): the principle by which internet advertising space allocated in real time auction conducted by advertisers or agencies in formats and targeting criteria corresponding function.
  12. direct e-mail marketingdirectly marketing a commercial message to a group of people using email. 
  13. viral marketing: viral marketing assumes that as each new user starts using the service or product, the advertising will go to everyone with whom that user interacts.
  14. lead generation marketingis the practice of soliciting inquiries from potential customers.
  15. social marketing/advertisingrefers to the process of gaining website traffic or attention through social media sites
  16. one-to-one marketing (personalization): a customer relationship management (CRM) strategy emphasizing personalized interactions with customers. 
  17. interest-based advertising (behavioral targeting): enables advertisers to reach users based on their inferred interests and demographics
  18. retargeting ads: allows online advertisers to target consumers based on their previous interactions with their website.
  19. customer relationship management (CRM) system: It entails all aspects of interaction that a company has with its customer, whether it is sales or service-related.
  20. customer touchpointsare your brand’s points of customer contact, from start to finish.
  1. Ethics: study of principles used to determine right and wrong courses of action
  2. right to be forgotten:
  3. profiling: creation of digital images that characterize online individual and group behavior
  4. informed consent: consent given with full knowledge of the risks involved, probable consequences, and the alternatives.
  5. opt-in:
  6. opt-out:
  7. safe harbor: a legal provision to reduce or eliminate liability as long as good faith is demonstrated.
  8. copyright law: a form of protection provided by the laws of the United States to authors of “original works of authorship.”
  9. doctrine of fair use: any copying of copyrighted material done for a limited and “transformative” purpose, such as to comment upon, criticize, or parody a copyrighted work.
  10. Digital Millennium Copyright Act (DMCA): intent behind DMCA was to create an updated version of copyright laws to deal with the special challenges of regulating digital material.
  11. cyberlocker: a cyberlocker is a third-party online service that provides file-storing and file-sharing services for various types of media files and data.
  12. trademark: a symbol, word, phrase, logo, or combination of these that legally distinguishes one company’s product from any others.
  13. Anticybersquatting Consumer Protection Act (ACPA): is an American law enacted in 1999 and that established a cause of action for registering, trafficking in, or using a domain name confusingly similar to, or dilutive of, a trademark or personal name
  14. cybersquatting: cybersquatting is registering, selling or using a domain name with the intent of profiting from the goodwill of someone else’s trademark.
  15. cyberpiracy: involves the registration of an Internet domain name using the name of another person or a name similar to the name of another person.  o
  16. cap pricing: speed tiers charge more for high speed access
  17. speed tiers: structures allow users to select from a small set of tiers at progressively increasing price points to receive the product or products best suited to their needs.
  18. usage-based billing: limits the transfer of a specified amount of data over a period of time. Internet service providers commonly apply a cap when a channel intended to be shared by many users becomes overloaded, or may be overloaded, by a few users.
  19. congestion pricing: is a way of harnessing the power of the market to reduce the waste associated with traffic congestion.
  20. highway (toll) pricing:




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