Marketing Communications & Advertising Glossary - Apple Box Studios

Marketing Communications & Advertising Glossary

Glossary of marketing communication terms and definitions offered as a service to our Pittsburgh communication clients and other marketing professionals in PA.

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2D -

An acronym for “two dimensional”, which refers to an image sitting flat on a screen.

360 -

Used to describe 360-degree video, which is a type of video that can be viewed from all angles and not fixed inside of a frame.

3D -

An acronym for “three dimensional”, which describes an image that gives the illusion of depth because it is created using an X, Y and Z axis.

4K -

Video that is 4000 horizontal pixels by 2000 vertical pixels. This quality of video is ultra high-definition resolution.

8K -

Video that is 8000 horizontal pixels by 4000 vertical pixels. This quality of video is ultra high-definition resolution.

A
A/B Testing -

A marketing research method (also referred to as “split testing”) that displays different versions of a campaign to different audiences. Marketing agencies will use this strategy to create a comparison between the two displays to determine which version has a higher performance.

Above the Fold -

A term traditionally used in newspaper to describe content that is placed on the top half of the front page, implying that the story or photograph is important and attention grabbing. The term can also be applied to web design, indicating the section of a website a user can view without scrolling down the page.

Ad Completion -

When a video advertisement plays for its entire duration. The video completion rate is an important metric for marketing agencies when measuring the success of a video campaign. It is widely accepted that the more completed views, the more interest in the product or service.

Ad Copy -

The main text of an advertisement that aims in catching the attention of a reader or potential customer. An advertising agency will typically hire a professional copywriter to write the copy for an advertisement.

Ad Flight -

The scheduled length of time in which an advertisement is aired. Ad Flight is an important part of advertising timing strategy for campaigns.

Ad Network -

A company that acts as a third party by connecting advertisers to websites that want to host advertising.

Ad Rank  -

The order in which a particular advertisement appears on a list of search engine results. This ranking is often very important to businesses and can be influenced by various search engine optimization (SEO) strategies.

Ad Server -

A technology and service that is responsible for placing advertisements on websites and makes placement decisions based off of calculations and performance.

Adobe CC -

A media creation software package. Marketing and advertising agencies utilize Adobe to create content for a variety of projects and advertisements.

Advertorial  -

A print advertisement in a newspaper or magazine that is written in the style of editorial content. The term comes from the combination of the words “advertisement” and “editorial”. This stylization of the ad helps it blend in with the rest of the material in the publication.

AdWords -

A service created by Google that helps businesses set up advertising on the Google search results page. Advertisements are placed based on key search words and appear on the results page as a “sponsored link”.

Aerial Filming -

Video that is filmed from the sky to get wide and sweeping angles, typically done using helicopters or drones. Video production agencies like to incorporate aerial shots when applicable because it increases the production value of a video.

Affiliate marketing  -

An advertising model in which a company hires a third-party (or affiliate) to promote traffic around a product and/or service. The third-party is compensated based on the number of visitors/subscribers/customers they bring in with their efforts.

Affinity marketing  -

A concept that entails a partnership between two companies that target the same consumer base and group of clients based on buying patterns similar interests. The partnership between the firms is also known as an affinity group.

Agency Trading Desk -

A group within an advertising agency that sells the service of online media buying.

Airbrush -

Often used in illustration, detailing and photo editing, it is a tool/style that gives the effect of compressed air spraying paint or ink onto a surface.

Algorithm -

A set of formulas developed for a computer so it can automatically perform certain functions on its own.

Alpha Channel -

In photo editing, the alpha channel aids in the styling of an image with a background in order to create the look of partial transparency.

Amends -

Making changes to a video such as changing the music, adding voiceover, or removing frames.

Analog Proof -

Also referred to as a Prepress Proof, it uses glossy film, ink jet, dyes, toner, etc. to provide an example of what a final project should look like.

Analytics -

The practice of discovering and interpreting patterns in data derived from statistical analysis. Analytics are used in marketing to research potential trends and analyze effects of certain decisions.

Anchor Point -

A tool that allows a user to manipulate a path’s direction or shape by clicking on a point and pulling it a certain direction. The points are often located at the beginning and end of a path, as well as on curves and corners.

Animation -

A method in which pictures are manipulated to appear like they are moving by displaying a series of frames.

Apple Box Studios -

Founded in 2002, Apple Box Studios is a marketing communications agency and brand management firm that also specializes in video production. Apple Box Studios is located in Pittsburgh, Pennsylvania.

Art Director -

The person responsible for overseeing the artistic and creative aspects of a project.

Assets -

Any element that makes up a physical video such as clips, music, audio, and still images.

Asymmetrical -

When an image or text is not identical on each side of a center line.

Audience Segment Targeting -

A process used by marketing agencies that divides audiences by demographics, behaviors, psychographics, and geographic location to create a more targeted market when selling a product and/or service.

Audio Mixing -

The process of combining and balancing multitrack recordings, such as music and voiceover into a single channel.

Avatar -

A username, image, or identity that represents a user online. Avatars are created by users to interact on social networks, games, and forums.

B
B-Roll -

Secondary footage that is added to a video and intercut with the main shot.

B2B -

An acronym for “Business-to-Business” that defines transactions of products and/or services between two or more businesses.

B2C -

An acronym for “Business-to-Consumer” that defines transactions of products and/or services between businesses and consumers.

B2E -

An acronym for “Business-to-Employee” that defines the intrabusiness network organizations use to communicate products and/or services to their employees.

Bad Break -

A term used to identify a break or window that causes an awkward flow of reading in a publication or copy.

Banner Ads -

Image-based rather than text-based forms of website advertising with the purpose of promoting a brand and/or to get visitors from the host website to go to the advertiser’s website.

Behavioral Targeting -

A marketing method that utilizes a user’s web browsing history to target consumers with specific behaviors. This technique strengthens advertising campaigns given the collected information helps target consumers with similar interests.

Below the Fold -

A term traditionally used in newspaper to describe content that is placed on the bottom half of the front page, therefore the reader must unfold the paper to view the content. On a website, it is the content the user must scroll down the page in order to view.

Bevel -

An effect used in graphic design to make an image or text appear raised by applying highlights and shadow colors.

Bezier Curve -

Used in computer graphic design to draw shapes. They are drawn using a pen drawing tool and are manipulated by using anchor points.

Billboard -

A form of traditional advertising that is a large sign or poster typically displayed on buildings and alongside busy roadways. An advertising agency will typically outsource billboard space from an outdoor advertising company.

Bio -

Typically added to a user’s profile on social media that is a short piece of text that explains who the user is. For businesses, the bio is a place where the marketing team can establish the company’s branding positioning.

Bitmap -

A series of bits that form the structure of a graphic image.

Bleed -

A full page advertisement that extends to the edge of the page (leaving no margin) on at least one side.

Blind Link -

A text or graphical hyperlink that does not display the address that the link leads to. Blinks links can be used as an advertising tactic to redirect users to a specific page.

Blind Traffic -

Low quality web visitor traffic that is earned through spam, blind links, click bait, and misleading banners. These visitors are rarely converted to a sale or analyzed in marketing and advertising research.

Blog  -

A web-based publication used by individuals, organizations, and corporations to post articles and commentary typically written in an informal style. Blogs are used as a communication tool to help connect people with similar interests as well as help companies and organizations stay in touch with a larger audience.

BoardReader -

A free search engine that allows users to search for keywords in titles of online forums. This website is helpful to marketing and advertising agencies that use keywords in search engine optimization strategy.

Body Type -

The typeface of the main text on printed content.

Border -

The edge of a page, document or advertisement that lines the edges of text and typically has some design or decorative features.

Bot -

An autonomous program that runs automated tasks (scripts) over the internet in order to complete simple and repetitive tasks at a high rate.

Bounce Rate -

The percentage of visitors to a website who navigate away form site after viewing only one page. Marketing agencies analyze the bounce rate when collecting website analytics.

Brand identity -

The collection of elements that define a company or organization in society and link them to the product or service they offer. This combination of outward expression is crucial when establishing consumer recognition, brand loyalty, and product differentiation. Organizations that wish to change or strengthen their brand positioning may hire a marketing communications agency to audit their identity and develop rebranding strategies.

Broadcast media -

Types of communication, mainly television and radio, that use an electronic mass communications medium (typically airwaves) to reach audiences.

Buying Personas  -

The real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo.

C
Call Sheet -

A document that has all of the information for cast and crew regarding a shoot. The call sheet contains information about times, location, contact details, equipment, etc.

Camera Operator -

The crew member responsible for operating the camera and capturing footage during a video shoot.

Campaign -

A plan with a detailed and organized course of action to meet a specific goal, typically that goal is selling a product and/or service or bringing awareness of the brand to consumers. An organization may hire a marketing communications or advertising agency to plan and execute a campaign.

Canva -

A free and easy to use design tool that allows users to create marketing and advertising content such as flyers, brochures and images for social media.

Canvas Size -

A feature that allows a creator to change the size of a document without adjusting the contents of the document.

Channel-Agnostic  -

Not focusing on any single channel (online, offline, mobile, social). Instead, focusing on messages and the consumer as well as being accessible when they want information. When content is channel-agnostic, it is content for all channels.

Chat -

Refers to a type of communication over the internet and is typically a feature on website and social media where users can instant message one-on-one.

Circulation -

The total number of print copies of a publication that are distributed. This number is an important factor when setting print advertising rates.

Click Rate -

A rate used to measure an advertisement’s performance that represents the number of impressions that result in a click. This percentage can be calculated by dividing the number of clicks by the number of impressions.

Clickbait -

An attention-grabbing piece of text or thumbnail that encourages users to click on the hyperlink to a webpage that typically withholds the promised “bait”, in order to sell a product and/or service. Clickbait is one way to bring in a large amount of blind traffic.

CMYK -

Stands for Cyan, Magenta, Yellow, and Key (Black) colors used in printing.

Co-op Advertising -

Short for “Cooperative Advertising”, an agreement between two or more marketers that work together to advertise each other’s products with their own. The products are often complementary of have different seasonal sales cycles.

Color Palette -

The total range of colors used in graphic computers.

Comment -

A response that is added to a post on a social media platform or blog. The comment is typically a reaction or provides an answer to a question. Customers can also leave comments, questions, or complaints in the comment section on a post from a business.

Comparative -

An advertising strategy in which one brand or product explicitly compares itself to a competitor. An advertising agency can strategically use images and copy to position one brand higher then the competitor.

Complementary Colors -

Colors opposite from each other on the standard color wheel.

Comprehensive -

Also referred to as a comp, the initial design of a project laid out before its printed to display the illustrations and text.

Console -

A pop up window that launches when a visitor enters or exits a site. The console is typically an advertisement with a hyperlink or window prompting the user to sign up for an email list.

Content Curation -

The process of collecting, organizing, and displaying information relevant to a topic or area of interest. Services or people that implement content curation are called curators. Curation services can be used by businesses as well as end users.

Content Marketing -

The creation and sharing of online content such as videos, blogs, posts, social networking, etc., that does not necessarily sell a specific product/service but provides information about a brand and promotes interest.

Contextual Advertising -

Advertisements that directly relate to the text and content on the same page. Advertising agencies will work with publishers to strategically place contextual advertisements.

Contextual Targeting -

A process that matches website content with advertisements. These advertisements are placed by automated systems that find related content based on a keyword searchs and identity of the user.

Contrast -

The difference in tones from the lightest tone to the darkest tone.

Conversion Rate  -

The percentage of visitors to a specific web page that completed a desired goal (conversion).

Conversion Tracking Pixel -

Used to signal events that happened while the user was browsing your website. The true value of a Facebook ad is in the actions a visitor takes after viewing it. The pixel tracks the actions a user takes within the app or on the website after viewing an ad, and lets you know whether that visitor is already a fan of your page or not. You can compare data with specific visitors who acted within the app and which of the same visitors viewed one of your ads.

Cookies -

A small plain text file sent from a web server and stored in a user’s computer that collects data on an individual’s browsing sessions. Cookies are used by websites to track visitor information and display personalized advertisements but are also considered a form of malware given they can be used to hack personal information.

Copy -

The editorial text incorporated into an advertisement, design or website.

Copywriter -

The person who writes the copy for an advertisement or commercial. A copywriter can be hired by advertising agencies to write the ads for clients.

CPA -

An acronym for “Cost Per Action”, also referred to as “cost per acquisition”, that is a type of performance-based advertising in which a host bills a company based on a number of specified actions. This predetermined action could be a purchase, download, subscription, signup, etc.

CPC -

An acronym for “Cost Per Click”, a method that website publishers use to bill a company based on the number of clicks on an online advertisement.

CPCV -

An acronym for “Cost per Completed View”, the cost an advertiser pays a host website for every video advertisement played through completion.

CPI -

An acronym for “Cost Per Inquiry’ and is the same as cost per lead (CPL), meaning the ratio of the amount of advertisements promoted and the actual number of inquiries generated.

CPM -

This is an industry standard meaning “Cost Per Thousand” (Note: “M” represents “thousands” in Roman numerology) and is the most common method for pricing online advertisements. This acronym represents the cost to reach 1000 people during an advertising campaign.

CPT -

An acronym for “Cost Per Transaction” a type of performance-based advertising in which a host bills a company based on the number of transactions or sales generated from a clicked advertisement.

CPV -

An acronym for “Cost Per View”, the cost an advertiser pays each time a video advertisement is played/viewed.

Crisis Communications -

A message, typically written by a public relations professional, that communicates with a customer base or the public following an event of crisis for a company.

CRM -

An acronym for “Customer Relationship Management”, the methods and tools that aid in the management of a company’s relationships with current, past, and potential customers. CRM databases also help with targeted marketing during campaigns.

Crop -

A tool used in photo editing that removes portions of an image.

Cross-Channel Marketing -

Also referred to as multi-channel marketing or omnichannel marketing; marketing campaigns that integrate the use of all available channels and devices in order to engage with the largest number of customers.

Crowdsourcing -

Refers to the act of soliciting content or ideas from a group of people in an online setting.

CTR -

An acronym for “Click Through Rate”, meaning the percentage of people visiting a web page who access a hypertext link to a particular advertisement.

D
DA -

An acronym for “Domain Authority”, which is a search engine ranking score that estimates the performance of a website on a list of search results. The DA of a website is studied by marketing agencies when conducting search engine optimization strategies.

Dark Site -

An inactive website created by an organization that can be turned on if necessary; most likely during a crisis. A dark site is created as part of a crisis communications strategy.

Daypart  -

A block of time that divides a day into segments for purchase of television and radio, as well as television and radio advertisements. The daypart segments for television include Daytime, Early Fringe, Prime Time, and the daypart segments for radio include Morning Drive, Midday, Afternoon, and Drive.

Delivery -

The final step in the production process when the client is given the final video files from the production company or marketing agency.

Demographics -

The collection of information regarding the characteristics of a population. The most common characteristics include age, gender, race, employment, income, education and homeownership. Marketing and communications agencies will use demographics as a way to market campaigns to specific groups of people.

Die Cut -

A design tool that cuts shapes or holes in material to help highlight a design.

Digital Marketing -

Any form of marketing that exists online or uses an electronic device. Some digital marketing channels include websites, search engines, social media, emails, blogs, etc.

Direct Mail  -

A way marketers reach consumers by sending “addressable” media such as mail, postcards, magazines, brochures, and catalogs. This marking tactic is very personalized given companies can control which consumers receive which messages.

Direct Marketing -

A more personalized advertising method in which a message is directly fed to the consumer. Some delivery systems used with direct marketing include face-to-face, mail, email and phone calls.

Direct Response -

A sales technique used to earn an immediate response from a consumer. This direct interaction encourages the consumer to make a specific, on-the-spot action.

Display Advertising -

A form of online advertising in which a designed image with a hyperlink is placed on a website, typically as a banner or to one side of the content. These advertisements are different than text advertisements because that are not found in search results.

DM -

An acronym used in social media meaning “Direct Message”. Direct messages can also be referred to as PMs, or Personal Messages. They are private chat conversations that occur between users. Businesses will use DM’s as a customer service tool to quickly communicate with customers over social media.

DMA -

An acronym for “Designated Market Area” coined by Neilson; a geographic region in which local television views are measured. Marketing and advertising agencies can purchase the data that is collected about viewers in various designated market areas.

DNS -

An acronym for “Domain Name Server”, which is a database that manages domain names and directs users to the correct IP addresses.

Dodge -

In photo editing, the use of shading tools to lighten or remove part of an image.

Domain Name -

A unique name that is used to identify a website and appears in the address bar of a web browser.

DOOH -

An acronym for “Digital Out-Of-Home advertising”. DOOH is digital marketing that is placed outside of the home in environments accessible to the public. These digital advertisements are found in populated areas where consumers can be found “on-the-go”.

DoP -

An acronym for “Director of Photography”. This member of the production team works alongside the director and is in charge of the lighting composition and overall look of the shots.

DPI -

An acronym meaning “Dots Per Inch”, a term to help measure the sharpness of an image.

Drop Shadow -

A design effect in photo editing that gives the impression the image is raised or floating above a background.

DSP -

An acronym for “Demand-Side Platform”, which is software used by advertisers and buyers of digital media to find, plan and measure mobile and video ads from a large stock of inventory.

Duotone -

A printed image that contains two colors, typically black and a supportive color.

E
E-Zine -

A nickname for “electronic magazine”. A magazine that is distributed in an online format.

Earned Media -

Coverage that is earned by a brand as a result of their own branding and promotional efforts. This publicity is written about a business that wasn’t paid for or created by the company itself.

eCPM -

An acronym for “Effective Cost per Thousand” (Note: “M” represents “thousands” in Roman numerology); a way to help compare advertising revenue generated across various marketing channels, by converting them into a common metric. eCPM is calculated by dividing total earnings by the total number of impressions (in thousands)

Edit -

A version of a film. One film might have several different edits so it can be distributed on different platforms.

Editor -

The person in charge of editing the film. The editor is responsible for piecing together the narrative of the film and works with the director to incorporate the best shots.

Email Marketing  -

A method of direct marketing that uses electronic mail to directly send personalized advertisements to an audience. Email marketing campaigns can be sent out to mass audiences or targeted audiences depending on the subscribed list of customers.

Embedding -

The process of transferring data of text or an image into a file itself.

Employee Advocacy -

The act of when a company’s employees use their personal social media presence to increase the reach of the company.

Engagement -

A measure of social media performance. Engagement includes the amount of shares, likes and comments for a piece of social media content, such as a post, photo or video.

EPS -

An acronym for “Encapsulates PostScript”, which is a graphics file format used to transfer PostScript documents that contain an image within another document.

Eventbrite -

An online event management and ticketing service that is free to users if an event is free. If the user charges for tickets, then Eventbrite requires a small fee per ticket for the use of its service.

Executive Producer -

The senior member of the team in charge of an entire project.

F
Facebook -

One of the most popular social media platforms that allows users to connect with businesses, friends, and family. Within the platform a user can share posts, photos, videos, events, and can message one-on-one. Marketing and communications agencies use Facebook paid or “boosted” advertisements to reach targeted audiences.

Feathering -

A graphic design tool used to make the edges of an image softer.

Fill -

A tool used to fill specific sections of an image with a selected color.

Fill Rate -

A ratio represents by a percentage that measures how successfully advertising spots were filled compared to how many advertising requests were sent. A 100% fill rate rarely occurs, yet a high rate indicates all advertising responses were delivered.

Filter -

A pre-created digital effect that can be applied to a whole image to give it a certain tone or look.

First-Party Data -

Also referred to as primary data, data collected internally by a company. The information is collected from internal sources such as purchase history, social media engagement, customer service calls, etc.

Flash -

A software platform created by Adobe that permits animations, internet applications, vector graphics, and other forms of audio and video to be played on a browser.

Flickr -

A social networking platform that provides users with a place to store photos online and share them amongst other groups and profiles.

Flyer -

A type of traditional print advertisement that can be handed out individually or posted in a high traffic area.

Focal Point -

The spot where a reader’s eye is immediately drawn to in a design.

Follow  -

A term used in social media that means a user will see the posts of someone they are “following” in their personal timeline, and vice versa. The term for “follow” differs between social media sites and can also be called “like” or “subscribe”.

Font -

A collection of characters with the same design and can alter the feel of a text.

Forums  -

A website for people to hold discussions on the internet, usually pertaining to a specific topic. This is a place people can have an online exchange of information and can be open or private discussions. A business may create a forum for marketing and customer service purposes where customers can ask questions and make comments about products or services.

Frame Rate -

A measurement of the number of frames in one second of video.

Frames -

A term used to describe individual pictures in a sequence of images within filmmaking, video production, and animation.

Frequency -

The number of times an advertisement is repeated over a specific medium over a period (1). The number of times an individual is exposed to an advertisement (2).

FSI -

An acronym for “Free Standing Insert”, a loose print advertisement, leaflet, or card inserted into a magazine or newspaper. Marketing agencies typically incorporate FSI’s into a marketing plan for product discounts and promotional purposes.

Full Position Advertisement  -

The position of a print advertisement in which it is surrounded by editorial text, making it more likely that readers will view the ad.

G
Gamut -

The range of colors available by a certain output device such as a printer or image setter.

Gated Asset -

Content such as articles, videos, and other online content, that requires a viewer to provide information before being allowed access to the material.

Gatefold -

A page in a magazine or book that appears to be the same as all pages but can be folded out larger to reveal more reading material.

Geofencing -

A defined area or “virtual barrier” around a location that designates which devices will be targeted when using geotargeting as a method of advertising.

Geotag -

The directional coordinates that can be linked to a piece of online content to let other users know where that specific content was created. For example, Instagram users can geotag a photo and display the name of the location a photo was taken.

Geotargeting -

A method marketing agencies use to spread messages to audiences based on a pre-determined geographic area. These messages are typically sent to smart phones, and a user will receive the message only when their device is within the designated geographic region.

GIF -

An acronym for “Graphics Interchange Format”. This file format supports both image files and animations. GIF’s are short animations that are frequently used in social media and messaging.

Go-to-Market Strategy -

A marketing strategy that focuses on how an organization will reach and penetrate a specific market. Go-to-market-strategies are oftem associated with new product launches so marketing teams can reach out to new target markets.

Google Ads -

An advertising program offered by Google that helps businesses display their advertisements on its websites and search results page. Google Ads also helps marketing and communications agencies track users, clicks, and ad success.

Google Documents -

A web based application created by Google that allows users to simultaneously edit presentations, documents, spreadsheets, etc. All of the document’s can be collaborated on in real time and are saved in an online database.

Grading -

The process of improving the color in a video during the editing process.

Graphic Design -

The profession of combining images, words, text styles, and color to visually convey an idea or message to an audience.

Graphics -

Visual presentations such as drawings, photos, and other artwork that is typically created on a computer and can be either two or three-dimensional.

Grayscale -

The monochrome range of shades from white to black.

Grid -

Two-dimensional horizonal and vertical lines placed over content to help keep consistent and straight structure when designing.

Grip -

A member of the production team who works with the camera crew and acts as the lighting and rigging technician on a shoot.

GRP -

An acronym for “Gross Rating Point”. This metric is used to determine the percentage of the target audience the advertisement reached. This measure is typically used in broadcast television to measure advertising campaigns.

Gutter -

In print production of books or magazines, the gutter is the blank space created by the inner margins near the spine.

H
Halftone -

A printing style that displays a shaded image using individual dots varying in shade, thus creating a gradient like effect. The term can also refer to an image that is produced using the halftone technique.

Halo Effect -

The slight shadow that can appear around dots in a halftone image.

Handheld -

When a camera operator is holding the camera with their hands rather than using a rig, tripod or gimble.

Handle -

This is a social media term used to identify someone’s @username on Twitter. A businesses handle can be an important part of online branding.

Hard Copy -

A printed version of data held on a computer such as a document, image or other type of file.

Hashtag  -

the “#” symbol used to mark keywords or topics in a social media post. Hashtags are often incorporated into advertising campaigns and are a way to engage a brand with a market.

HD -

An acronym for “high definition”, a resolution that is standard for all modern screens.

Header -

The text or images that appears in the top margin of a page.

Headline -

Large text that appears above a piece of text or photo to grad a reader’s attention and describe the content. Headlines are also an important piece of metadata that influence search engine optimization.

High-Resolution -

An image that has extreme clarity and sharpness.

Hootsuite -

A management dashboard tool used by companies to help schedule and organize social media marketing.

Hot Linking -

Also referred to as “direct linking”, hot linking is an internet term that refers to displaying an image on a website that will take a user to a different website when it is clicked on.

House Ads -

A “filler” advertisement created by the house company or website publisher that is displayed when an advertising space has not been bought by an advertiser.

HSL -

An acronym that stands for “Hue, Saturation, and Lightness”, which are the three primary ways to describe color.

Hue -

One of the three main properties of color. Hue describes the actual color and the shade of a color. For example, green and blue are hues, but turquoise is a hue of both green and blue.

I
Ideograph -

Also referred to as an ideogram, a symbol or character that represents an idea without displaying words. Ideographs are useful additions to marketing or advertising material where text is limited.

Image Advertising  -

Advertising that attempts to create an image or perception in the consumers mind to make the product and/or service more favorable. This image helps establish a brand identity in the eyes of the consumer.

Image Map -

A list of HTML coordinates that relate to a specific image, used to hyperlink parts of an image to different destinations.

Imposition -

The layout of pages on flats so they will appear in the correct order after they are folded and bound.

Impressions -

An important measurement in digital marketing strategy, impressions are the number of times an advertisement or post was viewed by a user.

Inbound Marketing  -

A method that utilizes “pull” marketing techniques. Pull marketing draws in potential customers rather than outwardly pushing the brand/product onto them. Within digital marketing this means combining marketing channels and utilizing search engine optimization.

Insertion Order -

A formal document that acts as a contract between a publisher and advertising agency. The insertion order includes details of the ad campaign such as dates, ad size (or length), ad placement, and associated feed.

Instagram -

An online photo sharing application used by individuals and businesses alike to instantly post photos and short videos onto a timeline and profile. Instagram is one of the most popular social media platforms in digital and social media marketing.

Instant Message -

An online, text-based communication between two or more people that allows messages to be sent in real time.

Internet Marketing -

Advertising that uses an online platform to promote marketing efforts such as websites, emails and social media. Internet marketing is often used in conjunction with traditional advertising throughout a campaign.

Inventory -

Typically used to describe the amount of available advertising space available in a magazine, newspaper, website, etc. for a certain period.

IP Address -

Internet Protocol address is a unique numerical label assigned to each device connected to a computer network to help with identification. IP addresses are given domain names which helps users identify websites and companies expand their branding.

Island Position -

Used to describe the placement of an advertisement when there are no other advertisements near it. Typically, the ad is surrounded by editorial material.

J
Java -

A general-purpose programming language that produces software for multiple platforms. This language was created by Sun Microsystems and allows a programmer to write code on one platform and run it on another.

JavaScript -

An interpreted computer language developed by Netscape that is primarily used on the web and used to enhance HTML pages.

JPEG -

An acronym for “Joint Photographic Experts Group”, which is one of the most popular graphics formats for compressing image files.

Jump Page -

Used in online advertising and marketing, a webpage that temporarily appears to promote a product and/or service or to grab the user’s attention.

Justify -

An action that makes a line of type a specific length, so numbers and words are evenly spaced on the line.

K
Keyframe -

A term used in video production to describe the location on a timeline that marks the start or end of a transition.

Keyword -

A crucial part of search engine optimization, a keyword serves as a point of reference for finding information regarding the word, or other words of its kind. Marketing and advertising agencies my design advertisements around keywords to increase the likeliness that their business or advertisement will appear as a search result.

Keyword Density -

A frequency measurement that divides the number of times a key word appears on a web page by the total number of words on a web page. Keyword Density is an important measurement for advertising agencies conducting search engine optimization.

Klout -

A measure of how much influence someone has on social media.

KPI -

An acronym for “Key Performance Indicator”, which is a measure of success and performance of an organization, objective, employee, etc. KPI’s are one of the most important metrics for businesses when determining the success of a marketing campaign.

L
Landing Page -

A webpage that a user is directed to after clicking on an advertisement or search engine optimized result.

Layers -

A tool used in photo editing and graphic software that allows the user to organize and gather various elements within a piece of artwork.

Lead Generation -

A term used to describe the initiation of consumer interest in a product, service, or offer. Marketing and communications agencies use the lead generation process to track customers and develop a sales pipeline.

Lead Product -

A product used to help companies generate new customers. This product is not typically used to create a profit and is sometimes sold at a loss.

Leaf -

A single piece of paper inserted into a magazine, newspaper or other type of publication.

Life Time Value -

A term used to describe the net profit a company will earn throughout the entire relationship with a customer. Life Time Value can determine how much money and resources a marketer will use to target a customer.

Like -

An action on social media that can be made by a user to quickly and digitally express a person’s attitude or positive feelings towards something. Likes are a metric marketers can use to track the success of a paid advertisement or post.

Link Building -

An aspect of search engine optimization in which website owners develop strategies to promote other websites by securing a hyperlink to another webpage.

LinkedIn -

A business-oriented social media platform that is mainly used for professional networking.

Liquid Content -

Next generation information no longer comprised of static information. Instead, content is tailored around each unique user, based on real-time multidimensional profiling. The value of content is measured by how easy it is to use it.

Live Streaming -

The act of delivering real time video content over a social media platform.

Lurker -

An online user who actively reads discussions on social media, a message board, or other type of group yet does not add to the discussion. It can be difficult for marketers to track, measure and target these users on social media due to their limited amounts of activity.

M
Make Goods -

A credit or adjustment made by a publisher to an advertiser to compensate for an error in the placement or timing of an add that caused a shortfall in contracted advertising impressions. The publisher will “make-good” by re-running the ad for the advertiser.

Malware -

A nickname for malicious software that is any software designed to cause harm to a computer such as bugs, viruses, ransomware, Trojan horses, etc.

Margins -

The guidelines around the edges of a page that do not contain copy or images.

Market Share -

A portion of the overall market that a single company, brand, or product has control over. This can be in terms of units or dollars and is typically measured as a percentage.

Marketing Campaign -

A specific, organized and detailed series of activities used by marketing and communications agencies to promote a specific event, brand, product or service over a designated time using a variety of platforms and mediums.

Marketing Plan -

A document that details the plans necessary to achieve specified marketing objectives during a campaign. A markting agency will provide the client a detailed marketing plan before launching any campaign or releasing any new content.

Marketing Research  -

A vital part of determining a company’s brand identity. Marketing research is the process of collecting, organizing and explaining data that pertains to a company’s consumer base, competitors, brand, and marketing objectives.

Master Page -

A page that is used as a template for the rest of the pages in a document and contains graphics such as headers, page numbers, and footers.

Media Advisory  -

Typically used as an invitation sent to various media outlets that invites them to attend an upcoming event or activity. This document is sent with little information in attempt to entice the media to attend to learn more.

Media Interview  -

A discussion between a reporter and another individual involving questions and answers about a specific topic typically used for a broadcast or news article.

Media Kit  -

Also referred to as a press kit, a media kit is a document containing information on promotional material and associated information about a business. This kit is a company profile resource to help perspective advertisers decide if they want to conduct business with the firm.

Media Outlet  -

A broadcaster or publication that creates feature stories and news reports and publishes them across multiple media platforms and distribution channels.

Media Plan  -

An organized and detailed plan for advertising over a specific media outlet such ad social media, websites, radio, and broadcast.

Media Policy -

An organization’s written guide on how they, as well as its representatives, will communicate and convey certain types of information to the media.

Media Relations  -

Used to describe the relationship between public relations professionals (typically for an organization) and journalists.

Media Tour -

The opportunity to meet with many major types of media to promote a person, product, or service to the general public and the press. A media tour is a public relations tool where a spokesperson will interact with many forms of press.

Media Training  -

Instruction for individuals on how to communicate effectively with the media. This training is typically for individuals in the public relations field so they can learn better strategies and skills when working with the media.

Mid-Roll -

A video advertisement that plays in the middle of video content rather than at the beginning or end. This type of advertisement is primarily found in videos that have a longer duration.

Monetization -

Particularly website monetization, the process in which money is generated from converting existing traffic to a specific website. The most common way to monetize using a website is through pay per click (PPC) ads and cost per impression (CPI).

MRC -

An acronym for “Media Rating Council”, whose purpose is to confirm information regarding audience measurements.

N
NAB -

An acronym for the “National Association of Broadcasters”, which is a trade association that supports the work and interests of television and radio broadcasters in the United States.

Native Advertising -

A type of online advertising in which the copy and format look like they are a normal post on a social media platform to feel less like an advertisement. Marketers will use native advertising strategies typically in social media as well as in editorials.

Netiquette -

The general “dos” and “don’t’s” of communicating online.

New Product Launch -

The introduction of a new product to the general public or into a marketplace. This debut is typically executed through a special event, ad campaign or PR push.

News Conference  -

Also referred to as a press conference, a media event staged by an individual or group wishing to attract media coverage. Television stations and networks especially value news conferences as source of “news” footage.

News Feed -

A term used to describe the home page on a social media platform where all of the posts from people a user follows are displayed.

Newsjacking -

The act of capitalizing on a news story to increase sales.

Newsletter  -

A publication that presents general information and news periodically sent out to members within an organization print or via e-mail.

Newswire  -

An online service that provides breaking news updates to print, online and broadcast databases via satellite. This service is used to provide up-to-the-minute news around the world.

Niche -

A specific market, product, service or interest that appeals to a small section of the population. Marketing and advertising agencies will target entire campaigns towards niche markets.

O
Omni Channel -

Very similar to the evolution of, but is concentrated more on a seamless approach to the consumer experience through all available channels, i.e. mobile internet devices, computers, bricks-and-mortar, television, radio, direct mail, catalog and so on.

OOH Advertising -

An acronym for “Out-of-Home Advertising”, which is how advertisers reach consumers while they are outside of their homes. Marketing and advertising agencies will include OOH advertising in a campaign when targeting a mass audience.

Opacity -

The degree of tonal value (color) that ranges from transparent to opaque. Transparent refers to an image with 0% opacity while an opaque image has 100% opacity.

Opt-In -

An action when a user voluntarily subscribes to an email list, usually commercial, about a topic of interest.

Opt-Out -

An action when a user wants to stop receiving email, usually commercial, about a topic of interest

Organic Reach -

The total number of unique people who were shown your post through unpaid distribution. The goal for marketing agencies is to earn the largest amount of organic reach possible.

Organic Search -

Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to there being advertisements. Marketing agencies can use search engine oprimization keywords to increase the liklihood of a web page showing on a search results list.

Outdoor Advertising -

A type of traditional advertising, typically used to engage a mass audience, which promotes a product and/or service in a high-traffic outdoor location. Types of outdoor advertising include billboards, kiosks, bus station panels, etc. Marketing agencies will typically use outdoor advertising to reach a mass audience.

Overlay -

The topmost layer in a graphic which serves as the visual representation of the user interface.

Overprint -

The printing of additional material overtop of another image or color.

Owned Media -

Coverage that a business has control over because they either pay for it or publish it themselves.

P
Pacing -

The timing and speed of a finished video which is affected by the combination of the script, footage, music, and voiceovers.

Page Layout -

Deals with the style and setup of content on a page, particularly in print material such as magazines, newspapers and brochures.

Page View -

Each time a viewer loads (or reloads) a web page. Marketing and advertising agencies will track page views when studying analytics and SEO results.

Paid Reach -

The total number of unique people who were shown your post as a result of a paid advertisement. A marketing agency will do a paid reach to increase the number of viewers of an advertisement.

Paid Search -

The process of gaining traffic by purchasing ads on search engines, sometimes referred to as cost-per-click marketing, because most search ads are sold on a CPC/PPC basis.

Partnership Marketing  -

When two businesses work together to expose each others brands to their own consumers. Typically, partnerships are formed when two or more companies find value for their customers in each other’s products and/or services.

Pass-along Rate  -

The number of times a document (article, newsletter, brochure, report, etc.) is shared with other individuals. This number is higher than the circulation numbers because it is an estimate of how many readers view the same copy rather than how many copies are distributed.

Pay Per Click -

An advertising payment model where advertisers pay the host based on how many users click on their advertisement.

Pay Per Impression -

An advertising payment model where advertisers pay the host based on how many impressions their advertisement generates.

PDF -

An acronym for “Portable Document Format”, which is a file format that allows files to be downloaded over the internet and viewed page by page. This file format was developed by Adobe Systems and can only be used if the user has installed the application. A user can also not directly edit a document in PDF format.

Pinterest -

A social networking platform that allows users to post and repost photos and articles (or “pins”) from different categories by creating “pin boards”. The content is typically organized into categories such as: Home Décor, DIY, Health and Beauty, etc.

Pitch -

A presentation or detailed document given to a client by an advertising or marketing agency that presents the ways they can best advertise their product or service.

Pixel -

The smallest unit of a digital image or graphic that can be displayed or colored.

PNG -

An acronym for “Portable Network Graphics”, a file format that displays images without jagged edges. This is one of the most popular file formats for images.

Podcast -

Audio files made available through applications or the internet that users can download and typically follow an episodic format.

Point of Purchase -

A term used by retailers and marketers to describe the strategic placement of products within a store.

Pop Up -

A type of advertisement that is automatically displayed in a second smaller browser window upon loading or unloading a normal web page.

Portal -

A website that has so much information and resources that there is little need for a user to use another resource.

Post-Production -

A stage in the video production process that occurs after the footage has been shot. Post-production is where the video is edited, sound mixed, color graded and cut to create the final edit.

Post-Roll Ad -

An online advertisement that plays after an online video.

PPI -

An acronym for “Pixels Per Inch” used to describe the resolution of a screen.

Pre-Production -

A stage in the video production process that occurs before the video is shot. Pre-production is where the concept is strategized, the script is written and the storyboard is developed.

Pre-Roll Ad -

An online advertisement that plays just before an online video.

Preemptive -

An advertising strategy that explains to consumers the process that it takes to deliver the best product to the consumer. Marketing agencies will design preemptive advertisements to tell a story or explain the history behind the product.

Press Release  -

An official statement written by a public relations specialist that is sent to targeted publications for the purpose of announcing something with newsworthy value.

Primary Colors -

The colors that when combined, can make up all other colors within a color model. The primary colors in the additive model are red, blue, and green while the primary colors in the subtractive model are cyan, yellow, and magenta.

Print Media  -

A traditional medium for advertising consisting of paper and ink, including newspapers, magazines, journals, yellow pages, billboards, posters, brochures and direct mail. Marketing agencies will typically include some form of print media into an advertising campaign.

Product Placement -

The prominent (and sometimes obvious) display of commercial products in television shows and films.

Production -

The main stage in the video production process where the content is created and the video is shot by a camera crew.

Programmatic Ad Buying -

The use of automated software to purchase digital advertising.

Promotional Mix  -

Any combination of advertising, publicity, public relations, personal selling, broadcast advertising, direct marketing and sales promotion used to promote one product or a family of products.

Proof  -

A single draft of a document created for the purpose of checking the quality and accuracy of the material before official versions are printed in mass quantity.

Psychographics -

Used when determining a target market, the personality characteristics, behaviors, and attitudes that affect a consumer’s lifestyle and consumption behaviors. Marketing and advertising agencies will target specific groups with similar psychographics.

Q
Qualitative Research -

Research that is used to gain understanding of reasons, opinions, and motivations that can also uncover trends in thoughts and opinions. Results of qualitative research are subjective and cannot be numerically quantified. Qualitative research methods include interviews, field observations, and focus groups. Market research companies will conduct their own qualitative research and sell the data to other organizations.

Quantcast -

A tool used by online advertisers and marketers to gather information about online demographics and website traffic.

Quantitative Research -

Research that is used to quantify a problem by generating numerical data that can be statistically analyzed. Numerical data is measurable and can be used to uncover patterns and facts. This type of structured data collection is done through surveys, interviews and systematic observations.

Quick Mask -

A tool in Photoshop in which a translucent layer can cover a selective area of an image.

R
Rate Card -

A document published by a company that contains prices and descriptions for advertising options that are available to an advertiser.

Reach -

Refers to the total number of people in the media market exposed to a medium at least one time during a period. Reach can also be expressed as a percentage. Marketing agencies study the reach of a website or advertisement when tracking analytics.

Readership -

The number of people who regularly read a newspaper, magazine, blog, etc. The readership is an important statistic for marketing and advertising agencies when deciding which publication to place an advertisement.

Referring Page -

The referring page is the URL of a web page a user was at prior to the current page.

Relationship Marketing -

The strategy used to create customer loyalty, strong connections and long-term engagement with customers. This strategy is done by providing customers information that is directly suited to their interests and needs.

Remarketing -

Also referred to as retargeting, a strategy that targets consumers who have already been exposed to or acted on a company’s website. The most common online method of remarketing is the process of placing a cookie in the user’s browser.

Remnant Space -

Advertising space that a host company has been unable to sell and is often sold at a discount when nearing the deadline.

Reputation Management  -

The effort of correcting and/or shaping the public perception of a brand, individual, organization or business, that is typically executed following a crisis.

Resample -

A feature in photo editing software that allows the user to keep the pixel count in tact while changing the resolution of an image.

Resolution -

The amount of detail a raster image or film image holds. Thigh higher the resolution, the more detail the image will have.

Responsive Marketing -

The actions taken after a marketer has identified a clear need and is prepared to offer consumers an affordable solution.

Return Visits -

The number of times the same user revisits a web page over a distinct period.

RFP -

An acronym for “Request for Proposal”, which is a document given to a marketing or advertising agency by an organization that is interested in procurement of a project or service.

RFQ -

An acronym for “Request for Quotation”, is a process in which a business invites suppliers to bid on a specific service or product in order to find the supplier with the best deal. The products and services are typically very similar for comparison purposes.

Rich Media -

A digital advertisement that includes advanced features such as graphics, audio and video. Rich media is more likely to grab the consumers attention compared to traditional text and images.

RIP -

An acronym for “Raster Image Processor”, an image processor that transfers fonts and graphics into raster images.

Roadblock -

A technique used by advertising agencies to eliminate competitors by purchasing an overwhelming number of ad and media buys, leaving no space for the competitor.

ROC -

An acronym for “Run of Category”, meaning an advertising banner will appear on any website within a specific topic or category. This type of advertisement targets a specific audience.

RON -

An acronym for “Run of Network”, meaning advertising that will appear on any website part of a specific advertising network.

ROS -

An acronym for “Run of Site”, meaning an advertising banner will appear on any website, no matter its content. This type of advertisement targets all pages and is typically used when targeting a broad or mass audience.

Royalty-Free Photos -

Photos, illustrations, graphics and other intellectual property this is sold for a one time fee. Once the property is purchased it can be used repeatedly, but the seller still owns the rights.

Rushes -

Raw and unedited video that is taken directly from the camera.

S
Saturation -

One of the three main properties of color meaning the intensity of hue. When a color is fully saturated it is considered the purest version of the color.

SEM -

An acronym for “Search Engine Marketing”, meaning the practice of gaining website visitors by paying for advertisements on search engine result pages and investing in SEO strategy.

SEO -

An acronym for “Search Engine Optimization”, meaning the process of designing a web page to appear in the search results based on specific key words within metadata for the purpose of maximizing the number of visitors.

Sequence -

A section of video that follows a chain of events.

SFX -

An acronym meaning “sound effects”, also referred to as “foley”. Sound added to a video during editing often used to support visuals. Foley is the sound recorded after the video shoot to match what is being seen on screen.

Sharpen -

A tool used in photo editing meaning to reduce in color strengths, and make halftone dots smaller to make an image appear more defined or “sharp”.

Showreel -

Also referred to as a sizzlereel, meaning a short video made up of different clips that highlights an individual’s or agency’s work.

Shutter Speed -

The amount of time in which a lens is exposed to light. The shutter speed usually determines the look of the shot, given the quality and size of the sensor can influence the quality of the image.

Skippable Pre-Roll -

A pre-roll video advertisement that can be skipped by the viewer after a few seconds of playing.

Skyscraper -

A nickname for a tall and narrow advertisement typically placed on the left or right hand side of a web page, usually sized at 160×600 pixels.

Slogan -

A short and memorable phrase or motto that is used by a business for advertising and branding purposes.

Slow TV -

A video that is paced very slowly and is usually intended to be played in the background for long periods of time.

Social Media -

Online communications platforms through which users can create profiles, share information, post photos/videos, send/receive personal messages and stay up to date with other users in real-time. Marketing agencies will use social media platforms to target and learn more about specific markets.

Social Media Marketing -

A form of online marketing that involves advertising on a social media platform. These types of marketing activities include posting updates, videos, photos, and directly communicating with customers.

SOV -

An acronym for “Share of Voice”, meaning the amount of exposure a brand receives compared to its competitors. SOV is also an advertising revenue model that prices advertising based on share.

Splash Page -

The page of a website a user must visit before being able to access the main content of a web page.

Sponsored Links -

A paid advertisement in the form of a hypertext link that shows up on search results pages. The ads are typically for products and services that are related to the keywords in the search query.

SSP -

An acronym for “Supply-Side Platform”, meaning a type of automated software used to sell advertisements.

Steadicam -

A camera rig that allows the operator to capture smooth shots while handheld filming.

Sticky -

An online term used to describe users who remain on a website longer than the average viewer.

Storyboard -

A series of illustrations or still images pieced together to help lay out what the completed film will look like. For a video production agency storyboarding occurs during the strategy and post-production phases.

Subtitles -

Typically used for hearing impaired audiences, text that appears on the bottom of a screen that captures what the person or voiceover in a video is saying.

Subtractive Color -

A term sued to describe the three subtractive model colors cyan, yellow, and magenta.

SWOT Analysis -

A tool used in marketing that analyzes a company’s Strengths, Weaknesses, Opportunities, and Threats. This exercise helps a business identify its position within a market.

T
Tag Line -

A catchy or memorable phrase that becomes identified with a brand, business or product. The tag line is typically very memorable line that conveys the most important benefit or attribute the company wishes to convey.

Target Audience -

The intended audience for a marketing campaign or advertisement typically categorized by demographics, psychographics and geographic region. Marketing and advertising agencies will determine the target audience during the first steps of creating any campaign.

Tear Sheet -

A page that can be easily removed from a newspaper or magazine that contains an advertisement.

Testimonial -

A statement used to affirm the value or quality of a product or service that is usually provided by a celebrity, customer, or employee. Marketing agencies will use customer testimonials to help establish a strong brand equity and enhance an organization’s reputation.

Third-Party Ad Server -

Data collected by a company that specializes in data collection and research, and then sold to advertisers so they can better understand their audience.

Thumbnail -

A preview or reduced size of an original image.

TIFF -

An acronym for “Tagged Image File Format”, which is a format used for storing high color depth images.

Timeline -

A feature in video editing software that is a visual representation of all of the video clips, titles, logos and audio that occur in a sequence.

Tint -

To make a color lighter by adding white.

Title Safe -

An area inside a video frame that ensures titles will not be cut off or disappear if the monitor is not aligned correctly.

Titles -

On-screen text that illustrates points in the video, often used in television or in opening sequences.

Tonal Distribution -

Used to darken light images or lighten dark images, the process of redistributing tones while editing.

Trade Publication -

A publication that contains articles and advertisements related to a specific trade or industry, typically in the format of a magazine or journal.

Trademark -

The formal registration of a logo, brand name or design so it can exclusively be used by a company for the purpose of uniquely distinguishing their product or service.

Traditional Marketing -

Any type of marketing or advertising campaign using traditional methods such as print, billboards, flyers, TV or radio.

TrueView Video -

A YouTube video advertisement format that gives the viewer options, the most common of which is the ability to skip the advertisement after five seconds

TVC -

An acronym for “television commercial”.

Typeface -

A set of letters, numbers, marks and punctuation of the same design.

Typography -

Arranging type on a page in a way that is pleasing to the eye.

U
Unique Visitors -

A term used in web analytics to describe the number of individuals who visit a website at least one time within a period.

Unsharp Mask -

A process in which the pixels along the outside of images have an increased contrast in order to sharpen or focus an image.

Up Selling -

A sales technique in which a seller makes an additional offer for related products after a customer has already committed to a sale, but before they have completed the transaction.

UX -

An acronym meaning “User Experience”. UX design is the process of creating products/services that have relevant experience and meaning to the user.

V
Value -

The degree of lightness or darkness of a color.

Vector Graphic -

A type of graphic format that allows a designer to expand or shrink an image without losing quality.

Vertical Marketing -

A marketing technique used to sell already existing products to a new group of consumers.

Video Completion Rate -

A digital advertising metric used to measure how many times a video is played for its entire duration. This measurement is often represented as a percentage.

Video Marketing -

Marketing that uses video content to advertise products and services. The videos are often shared on social media platforms, YouTube, and company webpages.

Viral Marketing -

A marketing method in which users are encouraged to spread information about a company to other potential customers, therefore propagating itself.

Visit -

The sequence of page views in a single sitting without thirty minutes of inactivity in between image requests.

Voiceover -

Commentary or a narration that is recorded separately from footage and then laid over to accompany a video.

Volume Discount -

A discount offered to advertisers for committing to buying a certain number of advertising spaces in advance.

VR -

An acronym for “virtual reality” in which a user uses a headset to immerse themselves into an interactive, 360-degree virtual world.

W
Watermark -

A faint design put onto paper or an image that identifies the maker and protects design against counterfeiting.

Web 2.0 -

The second stage of development of the World Wide Web, characterized especially by the change from static web pages to dynamic or user-generated content and the growth of social media.

Web 3.0 -

Currently being developed, the third stage of the World Wide Web, characterized by internet-based services that comprise the “intelligent web”. The intelligent web uses artificial intelligence to personalize a user’s experience to an extreme.

Web Design -

A website development process that focuses on user experience, aesthetic layout and interface design.

Web Log -

Also referred to as a Web Blog, a website that contains a list of topics which are linked to other publications or websites regarding the topic.

Web Page -

An online document that can contain text, graphics, sound or video and is displayed in a browser window accessible on the World Wide Web.

Web Server -

An online program that uses Hypertext Transfer Protocol (HTTP) that responds to users’ requests for web pages and serves the files that make up the page.

Webcasting -

The action of broadcasting audio or video over the internet.

Webmaster -

An individual who creates, manages and administers the content on a website.

Website -

The collection of webpages that are linked under the same domain name on the World Wide Web.

White Point Adjustment -

A tool in photo editing that establishes the amount of highlighted detail in an image.

Widow Line -

A single line of a paragraph at the bottom of a page.

Z
ZIP -

A type of file format that stands for Zone Information Protocol that compresses files into a smaller size to help transfer them.