Advertising for which a payment is made and for which commission is paid to the advertising agency. See also 'below the line' and 'push versus pull promotion'

The top part of an email or web page that is seen without scrolling. This is generally more desirable placement because of its visibility.

The process by which an agency or supplier manages the needs of a client.

The process by which people in one culture or subculture learn to understand and adapt to the norms, values, life styles and behaviors of people in another culture or subcultures. For example, acculturation is the process by which a recent immigrant learns the way of life of the new country. Library services and materials facilitate this process.

A Classification Of Residential Neighbourhoods: a database which divides up the entire population of the UK in terms of the type of housing in which they live.

A measurable series of psychographic (as opposed to demographic) variables involving the interests and beliefs of users. Note, because psychographics are usually expensive to gather, yet offer a more precise profile of users, demographic variables are usually relied upon.

A visitor seeing an ad. If the same ad appears on multiple pages simultaneously, this statistic may understate the number of ad impressions, due to browser caching. An ad impression is not to be confused with a page view since several ads may reside on one page.

The increase in worth of a product or service as a result of a particular activity - in the context of marketing, the activity might be packaging or branding.

Persons or agencies that adopt an innovation are often classified into five groups according to the sequence of their adoption of it. (To illustrate this think of individual use of the Internet within the library, and for an agency, libraries that offer Internet access to the general public. 1) Innovators (first 2-5%); 2) Early adopters (10-15%)' 3) Early majority (next 35%); 4) Late majority (next 35%); 5) Laggards (final 5-10%). This is important when considering how long it may take for the general public to 'adopt' a product or service.

Advocacy advertising expresses a viewpoint on a given issue, often on behalf an institution. Examples are to be found in anti-Drink-Driving campaigns.

A form of marketing or advertising used on the internet. Companies that sell products or services online link to relevant sites. The advertising on the other or 'affiliate' sites is paid for according to results.