Glossary (to module 2)

Internet software that blocks pop-up adverts within web pages.

The number of clicks on an internet advertising banner.

A marketing strategy to increase the attractiveness of organisation's product / service.

An internet marketing strategy, whereby a website owner is paid for promoting another website. For example, a banner advert on your site leads to another website. If someone clicks on the banner and buys something from the other website, you receive payment. Payment can be decided by clicks, registrations or sales. 

Repair, replacement parts and additional products and services added post sale. 

A marketing system commonly used in direct response copywriting: A = Attention (the headline). I = Interest (the product / service). D = Desire (an offer). C = Conviction (social proof, i.e. testimonials). A = Action (a call to action).

Business to Business, i.e. one business is marketing to another business. An example would be a management training company.

Business to Consumer. i.e. a high street retailer.

Buy One Get One Free. A promotional device to increase sales, whereby if an item is bought, another identical product is given for free. Can be used to increase first time purchases of a new brand / product, increase customer numbers and turnover.

A set of attributes which make it easy for customers to identify your product / service. Includes visual brand identity (i.e. logo, colours, typeface), as well as psychological factors including emotional brand attachments. Having a brand can make an organisation / it's products more memorable.