Glossary: A

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
glossary side photo
above the fold
The part of a web page that is visible without any scrolling. This is considered prime advertising space.
above-the-line cost
Any cost involved in the advertising production process that is specifically listed in the production budget.
account executive (AE)
In most agencies, the primary contact between the agency and the client. AEs typically work with clients to determine the agency's role on each project, defining and communicating those needs to the agency staff. AEs manage client projects, review and approve creative work and monitor budgets.
account services
At 5MetaCom, the functional area responsible for interacting with clients. Account executives and project managers are all part of the account services team.
ad rank
How well positioned a particular web page or website appears in search engine results. For example, if you rank at position No. 1, you're the first listed paid or sponsored ad. If you're at position No. 18, it's likely that your ad appears on the second or third page of search results, after 17 competitor-paid ads and organic listings.
ad testing
Any of a variety of methods used to qualitatively or quantitatively evaluate the effectiveness of an advertisement. Pre-testing involves showing different ad prototypes to groups to determine which is the most effective. Post-testing typically involves interviewing readers to determine how many remember seeing a particular ad, if they read it, and what they remember about it.
advertising campaign
A group of advertisements, commercials and related promotional materials and activities that are designed to be used during the same period of time as part of a coordinated advertising plan to meet the specified advertising objectives of a client.
advertising claim
A statement made in advertising about the benefits, characteristics and/or performance of a product or service designed to persuade the customer to make a purchase.
advertising penetration
The percentage of the target market that remembers a significant portion of the message conveyed by an advertising campaign.
advertising strategy
A statement prepared by the advertiser (often in association with an advertising agency) setting forth the competitive frame, target market and message argument to be used in an advertising campaign for a specific product or service.
advertorial
A paid advertisement that presents information in an editorial format, often with large amounts of text, rather than large photos typically used for display ads.
affiliate
A partner of sorts that promotes your products and services in exchange for a set bounty for sending traffic or a share in revenue. Also known as a publisher.
agency services
At 5MetaCom, the functional area responsible for activities related to creating and producing each project, including concept development, copywriting, design, public relations, illustration, photography and printing.
animated GIF
A format for graphic images that incorporates several images rotated in sequence. This technique is typically used to convey additional information in a limited space (such as an online banner ad).
art director
5MetaCom employee who develops concepts, directs vendors and creates layouts and artwork that combine images and words to deliver your message.
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