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52 terms

Cpas Unit

STUDY
PLAY
Deep Web
Has many levels of pages, requiring the user to click many times to reach a particular web page.
HTML
HyperText Markup Language.
XHTML
Extensible Hypertext Markup Language (XHTML) -
uses XML code along with the HTML programming language to develop web pages.
DHTML
The addition of JavaScript to HTML which allows web pages to change and interact with the user without having to communicate with the server.
Linear web
Site structure connects web pages in a straight line.
Webbed web
Site structure has no set organization.
Hierarchical web
Site structure connects web pages in a tree-like structure.
Broad web
Site structure is one in which the home page is the main index page, and all other web pages are linked individually to the home page.
ISP
Internet Service Provider.
IP
Internet Protocol.
FTP
File Text Protocol that allows users to copy files between their local system and any system they can reach on the network.
Bitmap image
Images that are created pixel-by-pixel.
ASP
Active Server Page is a scripting language.
GIF
Graphics Interchange Format is the original graphics format used on the web; has a special compression that reduces file size, so it doesn't take as long to load.
CSS
Cascading Style Sheet is a standard for applying common styles to web page elements, such as fonts, margins, colors, etc.
PDF
Portable Document Format is a file format developed by adobe that captures formatting information from different software, making it possible to send documents and allow them to appear without formatting issues, no matter the computer system or program it was compiled in.
WYSIWYG
An acronym that stands for "What you see is what you get." And allows you to see what the final document will look like.
Radio button
a round selection button used to choose items from a list on a website.
Hyperlink
a word, phrase, or image that connects web pages.
Image map
a clickable image that contains areas to which a link is assigned.
Java
a programing language that can create stand alone applications, games, etc.
JavaScript
a smaller language that doesn't have the capability of creating stand alone applications on games. It's usually used inside HTML documents and provides a higher interactivity. level than static web pages.
The five types of marketing utilities
Form, Time, Place, Possession, and Information.
Promotion
Decisions about advertising, personal selling, sales promotion, and publicity.
Product Promotion
A promotion method businesses use to convince consumers to select its products or services.
Institutional Promotion
A promotion method used to create a favorable image for a business, help it advocate for change, or trade or community issues.
Advertising
A form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variet of media outlets.
Direct Marketing
A type of advertising directed in a targeted group of prospects and customers rather than to a mass audience.
Sales Promotion
All marketing activities- other than personal selling, advertising, and public relations- that are sed to stimulate purchashing and sales.
Public relations
Activities that help an organization influence a target audience.
News Release
An announcement that is sent by a business or organization to media outlets.
Publicity
A tactic that public relations professionals use to bring information about an organization to the public's attention.
Promotional Mix
A combination of strategies and a cost effective allocation of resources.
Push Policy
A manufacturer uses a mix of personal selling, advertising, and buying discounts to promote a product to large retailers that sell its products.
Pull Policy
A process that directs promotion towards consumers.
Sales Promotion
represents all marketing activities, other than personal selling, advertising, and public relations, that are used to stimulate consumer purchasing and sales effectiveness.
Trade Promotion
Sales promotion activities designed to get support for a product from manufactures, wholesalers, and retailers.
Consumer Promotions
Sales strategies that encourage customers and prospects to buy a product or service.
Coupons
Certificates that entitle customers to discounts on goods and services.
Premiums
Low-cost items given to consumers at a discount or for free.
Incentives
Products earned or given away through contests, sweepstakes, and rebates.
Promotional tie-ins
Sales promotional arrangements between one or more retalliers or manufactures; also known as cross-promotion and cross-selling campaigns.
Advertising Campaign
A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company.
Advertising Agencies
Independent businesses that specialize in developing ad campaigns and crafting the ads for clients.
Headline
The phrase or sentence that captures the readers' attention, arouses their interest, and entices them to read the rest of the ad.
Copy
The selling message of a written advertisement.
Illustration
The photograph, drawing, or other graphic elements used in an advertisement.
Clip Art
Images, stock drawings, and photographs used in print advertisements.
Signature
The distinctive identification for a business; also known as logotype or logo.
Slogan
A catchy phrase or words that identify a product or company.
Ad Layout
A sketch that shows the general arrangement and apperance of a finished ad.
Advertising Proof
A representation of an ad that shows exactly how it will appear in print.