| eMarketing Terms |
| 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
XTRM
, 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
XTRM
system, a Redemption is recorded when a customer purchases an item using
an award, coupon or manufacturer's dollars.
XTRM
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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