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Understanding Clicks, Impressions
and More
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Learn the key marketing and advertising terms. Marketers who advertise or
promote products or services on a regular basis are typically familiar with the
following terms:
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What is an Impression?
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Impression is a term that has been around the earliest days of print and
television advertising. An impression happens when a prospect views an
advertising or promotion image. Each time that a prospect sees your content is
recorded as a distinct impression. The more impressions that are delivered, the
better chance you have of driving prospects to purchase your products.
Publications in all mediums, regardless of whether print, broadcast or online
use Impressions as one component of pricing for advertising or direct marketing
programs.
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What is a Click?
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In online marketing and advertising, a click is measured when someone sees your
advertising or promotional message and clicks on the link to get more
information or make a purchase. Clicks are more valuable per transaction than
impressions because it is a response to an ad or promotion and indicates a
level of interest above and beyond simply viewing the ad. In XBux, a click is
counted when a customer opens an award or clicks on an ad.
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What is a Redemption?
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A Redemption occurs when a prospect takes action to purchase or accept the
promotion being offered. In the XBux system, a Redemption is recorded when a
customer purchases an item using an award, coupon or manufacturer's dollars.
XBux assesses a small fee for helping to drive the prospect to the promotion
and closing the sale. Redemption fees only occur when the product is purchased
or an award is redeemed.
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Reach
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Reach refers to the size of the audience that is targeted by a campaign. In
print and broadcast advertising, advertisers pay for the "reach" of the
publication. A magazine with a subscriber and newsstand distribution of 250,000
would charge a higher fee for the same ad as a publication with 100,000
readers. Reach measures volume, but not the specific demographics of the
prospects that are accessed.
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Frequency
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Frequency refers to the number of times the target audience receives the same
advertising message. The combination of reach and frequency is often used to
calculate the price of the advertisement or promotion.
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Demographics
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Demographics refer to the information that is available about the audience
being targeted. Data include address or region, age, income, sex, interests,
known products owned, etc. Media companies charge a higher fee for access to
specific audiences. Publications that focus on narrow niches can charge more
for access to audiences because marketers want to specifically target those
groups.
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Target Audience
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Target Audience refers to the exact group of specific prospects and customers
that is being targeted with the advertisement or promotion. An action sports
company that sells goggles and sunglasses has a specific target audience in
mind for specific products and will target their promotions to that group.
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