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Deep Web

Has many levels of pages, requiring the user to click many times to reach a particular web page.


HyperText Markup Language.


Extensible Hypertext Markup Language (XHTML) -
uses XML code along with the HTML programming language to develop web pages.


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.


Internet Service Provider.


Internet Protocol.


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.


Active Server Page is a scripting language.


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.


Cascading Style Sheet is a standard for applying common styles to web page elements, such as fonts, margins, colors, etc.


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.


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.


a word, phrase, or image that connects web pages.

Image map

a clickable image that contains areas to which a link is assigned.


a programing language that can create stand alone applications, games, etc.


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.


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.


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.


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.


Certificates that entitle customers to discounts on goods and services.


Low-cost items given to consumers at a discount or for free.


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.


The phrase or sentence that captures the readers' attention, arouses their interest, and entices them to read the rest of the ad.


The selling message of a written advertisement.


The photograph, drawing, or other graphic elements used in an advertisement.

Clip Art

Images, stock drawings, and photographs used in print advertisements.


The distinctive identification for a business; also known as logotype or logo.


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.

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