I-Marketing Test - Advertising & Metrics Definitions.txt

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Author:
valueshops
ID:
75802
Filename:
I-Marketing Test - Advertising & Metrics Definitions.txt
Updated:
2011-03-28 23:24:22
Tags:
ecommerce marketing test advertising Metrics Terms Definitions metrics
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Description:
ecommerce marketing test, advertising & Metrics Terms and Definitions, advertising, metrics
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  1. IMPRESSIONS
    IMPRESSIONS: An impression is generated each time an advertisement is viewed.
  2. CPM
    • CPM - Cost per thousand impressions:
    • Advertising Cost / Impressions Generated (in thousands).
    • Makes it easier to work with the resulting dollar figures that would be possible on the basis of cost per single impression.
  3. NET REACH
    NET REACH: # of people who receive an advertisement.
  4. FREQUENCY RESPONSE FUNCTION
    FREQUENCY RESPONSE FUNCTION: Used to model the reaction of a population to exposure to an advertisement.
  5. LINEAR FREQUENCY RESPONSE FUNCTION
    Linear: All advertising impressions are equally impactful. Often unrealistic especially for complex products.
  6. THRESHOLD FREQUENCY RESPONSE FUNCTION
    "Threshold: A certain number of impressions are needed before an advertising message will sink in. Often used, as it is simple and intuitive."
  7. LEARNING CURVE FREQUENCY RESPONSE FUNCTION
    "Learning Curve: An advertisement has little impact at first but gains force with repetition and then tails off as saturation is achieved. Difficult to test for accuracy."
  8. SHARE OF VOICE
    "SHARE OF VOICE: Quantifies the advertising "presence" of a brand, campaign, or firm in relationship to total advertising in a market.
  9. PAGE VIEWS
    PAGE VIEWS: The number of times a web page is served.
  10. CLICK THROUGH RATE
    CLICK THROUGH RATE: # of click-throughs as a fraction of the number of impressions.
  11. COST PER CLICK
    "COST PER CLICK: Advertising cost, divided by number of clicks generated.
  12. COST PER ORDER
    "COST PER ORDER: Advertising cost, divided by number of orders generated.
  13. COST PER ACQUISITION
    • COST PER ACQUISITION:
    • Advertising Cost / # of Customers Acquired
  14. VISITS
    VISITS: The number of unique viewings of a website. Used to measure audience traffic on a website.
  15. VISITOR
    VISITOR: The # of unique website viewers in a given period.
  16. ABANDONMENT RATES
    ABANDONMENT RATES: The rate of purchases started but not completed.
  17. BOUNCE RATE
    BOUNCE RATE: Fraction of website visitors who view a single page. Used as an indicator of site's relevance and ability to generate visitor interest.
  18. FRIENDS / FOLLOWERS
    "FRIENDS / FOLLOWERS: # of individuals joining a social network.

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