A Basic Marketing Dictionary for Every Marketer

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To understand certain core components of marketing, a marketer either must be acquainted with the holistic marketing glossary or must have a quick and handy access to a marketer’s special dictionary. So, in case you are stuck in between your marketing activities due to a new term, here is a guide you can quickly refer to.

Ad Blocking:

It refers to blocking web advertisements, usually the images in graphical web advertisements.

Advertising network:

Advertising network that represents several web sites in selling advertising, as well as allowing advertising buyers to connect with broad audiences relatively easily through run-of-category and run-of network buys.

Banner Ad:

Banner ad is a graphical web advertising unit that is commonly of 468 pixels X 60 pixels.

Banner Blindness:

Banner Blindness refers to the preference of web visitors for ignoring banner ads, even if the banner ad contains info of visitor’s interest.

Beyond the banner:

The kind of online advertising that does not involve standard GIF and JPEG banner ads refers to beyond the banner.

Button Ad:

It is a graphical advertising which is even smaller than a banner ad.

Click Through:

Click through is the process of clicking through an online ad and reaching to the advertiser’s destination or landing page.

Click Through Rate:

Click Through rate refers to the average number of click-through per hundred ad impressions, which is mentioned in percentage.

Contextual Advertising:

Contextual advertising is a method of serving advertisements on the basis of overall context or theme of a webpage.

Conversion Rate:

Conversion rate refers to the percentage of visitors who take a looked-for action.

Cost Per Action (CPA)

Cost Per Action is an online advertising payment model. In this payment is made on qualifying actions like sales or registrations.

Cost Per Click (CPC)

Cost per click refers to the cost or cost-equivalent paid for per clicks on advertisements.

Cost Per Lead (CPL)

Cost per lead refers to the online advertising payment model as per which payment is made on the basis of the number of generated qualifying leads.


CPM refers to the Cost per thousand impressions.

Customer Acquisition Cost

Customer acquisition costs refer to the cost connected with attaining a new customer.

House Ad

House ad refers to self-promoting an ad of a company which runs on its media channels to put unsold stock to use.

HTML Banner

HTML Banner ad uses HTML elements, which often includes interactive forms, instead of (or along with) standard graphical elements.

Hybrid Model

Hybrid model is a combination of two or more online marketing payment models.


Impression refers to a single instance of an online advertisement being displayed.


A word used in a performing a search.

Keyword Research

The search for keywords related to your website, and the analysis of which ones yield the highest return on investment.

Page view

Request to loan a single HTML page.

Pay per click

It is an online advertising payment model in which payment is based solely on qualifying click-through.

Pay per sale

Pay per sale is an online advertising payment model in which payment is based solely on qualifying sales.

Pop-up ad

Pop up ad is an ad that displays in a new browser window.

Pop under ad

Pop under ad is an ad that displays in a new browser window behind the current browser window.

Rate Card

Rate card is a document about detailed prices for various ad placement options.

Rich Media

Rich media is a new media that offers an enriched experience as compared to older mainstream formats.

Search Retargeting

Search retargeting is the use of a site visitor’s search history as a basis for the ads that the visitor will see.

Self Serve Advertising

Advertising that can be purchased without the assistance of a sales representatives.

Text Ad

Text ads are advertisements that use text-based hyperlinks.

Trick Banner

Trick banner ad is posted in an attempt to trick people for clicking often by imitating an operating system message.

Website traffic

The amount of visitors and visits a web site receives.

If you think we’ve missed out on a couple of important terms, please mention them in the comments below.

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