Specific to Online Promotion Projects Banner ad: an ad graphic, usually a GIF image, measured in pixels Buffer page: a page to which an ad message can link to simplify navigation or to narrow the focus of a message. Buffer pages are typically hosted by the Web site on which the ad is running, rather than appearing on the advertiser's site. Button: a small ad unit on the Web. Buttons typically link to an advertiser's site or a buffer page. They are generally used for sponsorships or downloadable products. Clicks: the number of times a user clicks a banner or other advertising unit. When a visitor clicks his or her mouse on a banner ad, the visitor is automatically transported to the advertiser's Web page. Click rate: the percentage of impressions that result in clicks. Sometimes referred to as the response rate. Click throughs: the number of people who click on a banner ad and get to the advertiser's Web site. Clickthrough is the ratio of user clicks to impressions. The percentage of users seeing the ad who clicked on it. Conversion: shifting a visitor's response from passive viewing to action. Conversion can be as subtle as attracting users to your site, or as dramatic as convincing them to buy your product. Another example of conversion is getting users to fill out an online form. Counter: a company that counts Web page and ad deliveries. Counters include AccessWatch and WatchWise. CPM: cost per mille (French for thousand). CPM refers to the total cost of 1,000 visitor requests to view an ad--in other words, the cost for 1,000 impressions. Dynamic rotation: delivery of ads on a rotating, random basis (the opposite of hardwired). Dynamic rotation lets different users see a different ad on a given page, and allows ads to be seen in more than one place on a site. Depending on a site's technology, ads can be dynamically rotated throughout an entire site or within a given section, or can be called up as part of keyword searches. Also called dynamic delivery. Functional or HTML Ad: uses technology more advanced than an animated GIF, such as Java, Shockwave, or even HTML forms. These enhancements provide more effective ways to catch viewers' eyes Hardwired: ads that are set in a fixed position on a particular page and delivered each time the page is delivered (the opposite of dynamic rotation). Hits: a fuzzy term meaning number of files downloaded. The exact number of times a browser makes a request to your Web server. Remember every element of a requested page (including text, graphics, and interactive items) is counted as a hit to a server. Hits are not the preferred unit of site-traffic measurement because the number of hits per page varies widely. On average, a Web page contains six hits. See also page views. Impressions: The approximate number of times users see your ad. the number of times an ad banner is requested by site visitors' browsers--and presumably seen by the user. Guaranteed impressions are the minimum times an ad banner has the opportunity to be seen by visitors (as specified in the contract). Page impressions or page views: refers to the number of visitors who view a page or a banner ad on that page. The number of times a Web page is requested. Page views, not hits, are the preferred counting method for site-traffic estimates and measurement. Program: an ad buy, generally a certain number of impressions delivered in a specified period of time. Raw hits: number of files downloaded, using a combination of graphic images and HTML pages. To be accurate subtract the images, which may account for 5 out of 6 "raw hits". Response rate: the percentage of impressions that result in clicks. Also called the click rate. Unique users: the number of different individuals who visit a site within a specific time period. To distinguish these users, Web sites must use an identifier such as a cookie. Visits: the approximate number of unique users who see a Web page. Estimated from "hits.

Graphics File Formats: BMP: Windows bitmapped graphic file format. GIF (Graphics Interchange Format): GIF is a format established by Compuserve. A GIF is a 256 colour image file. GIFs are used extensively on the World Wide Web. JPG (JPEG) (Joint Photographers Experts Group): The JPEG file format offers variable compression settings for still images. PCD (Photo CD): Kodak introduced the Photo CD format for digitising negatives and slides and storing them on a CD-ROM format. PSD: Adobe Photoshop image file format PICT: Standard Macintosh image format. Saving images as PICTs can mean a noticeable speed increase over other image formats on the Macintosh. TIF (TIFF) (Tagged Image File Format): File format for storing bitmapped images. WMF (Windows MetaFile): A popular vector format for Windows drawing applications.

Audio File Formats: AIF (AIFF) (Audio Interchange File Format): Multi-platform sound file format. Commonly used on the Macintosh for storing large audio files. MDI (MIDI) (Musical Instrument Digital Interface): File format for communicating sound information between electronic instruments and computers. Sound: Standard sound file for the Macintosh. SoundEdit: Sound format for Macromedia SoundEdit 16(Macintosh). WAV: Standard sound file for Windows applications.

Video File Formats: AVI (Audio Video Interleaved): Microsoft's Video for Windows is similar to QuickTime. MOOV (MOV): For QuickTime and QuickTime for Windows. Apple's standard multi-platform multimedia movie format. Called a MOOV file for the Macintosh and MOV file for Windows. MPG (MPEG) (Motion Pictures Experts Group): MPEG compression ratios range from 50:1 to 200:1. 72 minutes of full screen "VHS quality" video can be stored on a single CD-ROM. Requires expensive hardware for compression, inexpensive hardware for decompression.

Storage Of Data: CD-ROM: One disc can store over 600MB of data. Note: Archive data using the UNL New Media Centre CD-ROM recorder. Large data files can be moved to the New Media Centre using Appleshare, Novell or FTP. DAT and 8mm Tape: Tapes have to wind and rewind to access different portions of the tape, making access times extremely long. Photo CD: Kodak introduced the Photo CD format for digitising negatives and slides and storing them on a CD-ROM format. A Photo-CD can store roughly 100 pictures in five different resolutions. Removable Media: (Cartridge and Magneto-Optical): Removable media provides efficient storage for large amounts of data. Cartridge drives are a little slower compared to hard drives. Note: Iomega offers the latest(and maybe cheapest) in removable media. Iomega 1GB Jaz Drive (SCSI-2) External Drive costs about $600.00. 1GB removable media cartridge costs about $125.00 each.

Glossary of broader / techy terms Anonymous FTP: See FTP Archie: A program for finding files stored on anonymous FTP sites. ASCII: American Standard Code for Information Interchange: This is the world-wide standard for representing Alpha-numeric characters (ie. numbers, letters, punctuation etc.) There are 128 standard ASCII codes. B1 & B2: Two quirky Australian bananas that dress in pyjamas and run down stairs chasing teddy bears on a Tuesday when they are unawares. (thanks Stanley) Bandwidth: A measurement of how much data you can send through a connection, usually measured in bits per second. Baud: Usually the baud rate of a modem is how many bits it can send or receive per second. Technically, baud is the number of times per second that the carrier signal shifts value - for example a 1200 bit-per-second modem actually runs at 300 baud, but it moves 4 bits per baud. Bit (Binary Digit): The smallest unit of computer memory. Can either be 1 or 0 (on or off). Bps (Bits Per Second): A measurement of the speed that data is moved at from one location to another. A 28.8 modem can move 28,800 bits per second. Browser: A client program that is used to view material that is available on the World Wide Web. Byte: A collection of (usually) 8 Bits. CGI (Common Gateway Interface): A set of rules that describe how a Web Server communicates with another piece of software on the same machine, and how the other piece of software (the "CGI program") talks to the web server. Any piece of software can be a CGI program if it handles input and output according to the CGI standard. Client: A software program that makes requests of another program called a Server Program. Theres is a different type of Client for each type of Server. For example, a client program (such as a web browser) can make requests of a server (a Web Server in this case) which will usually send back a response (web pages). Domain Name: The address of an internet site. It consists of 2 or more strings separated by dots. e.g. www.ucc.ie www.Irish-Times.com It is similar to a postal address as the further right you go along the address the more specific the information gets. E.g.: www.ucc.ie This addresses a machine called "www" in the UCC sub-domain which is in the "ie" domain (Ireland). E-mail (Electronic Mail): Messages sent from one person to another via computers which are connected in some way (usually via the internet). E-mail originally consisted of text only, but now any type of file can be sent. FAQ (Frequently Asked Questions): FAQs are documents that list and answer the most common questions on a particular subject. FAQs are normally written so that new participants to a dissuasion forum won't ask questions which have been asked and answered frequently in the past. It is strongly suggested that people read the FAQ for any discussion forum they are thinking of joining. Finger: An Internet program which will return a list of people logged on to a particular machine on the internet. The amount of information returned by Finger will depend on the machined being "Fingered". Fire Wall: A filtering mechanism that will make parts of a LAN invisible to outside machines. They are used for security purposes. Flame: Ad Hominem arguments or any type of derogatory postings or e-mails. FTP (File Transfer Protocol): A common method of moving files between two Internet sites. Typically a client will log into a server machine and download the software or files that they want on to their machine. Gateway: A machine or program which will translate data sent via one protocol (the Internet say) so that it will be able to use another protocol (such as that used buy AOL). Host: A computer on a network that is a repository for services available to other computers on the network. Similar to a Server. HTML (HyperText Markup Language): A typesetting language used to format the text and graphics that appear on web pages. It also allows for links to be placed in the page. HTTP (HyperText Transport Protocol): The protocol for serving hypertext files across the Internet. Requires a HTTP client program on one end (a browser), and an HTTP server program on the other end. Hypertext: Any text that contains links to other documents. Words or phrases can be chosen by a reader and they will then be presented them with another document. Internet: The vast collection of inter-connected networks that all use the TCP/IP protocols and that evolved from the ARPANET of the late 60's and early 70's are called "The Internet" Strictly speaking, any time you connect 2 or more networks together, you have an internet. Intranet: An internet that is contained within a company or organisation. Intranets are not made publicly available by definition. IP Number: A unique number identifying a particular machine on the internet. It consists of 4 parts separated by dots (otherwise known as periods). A machine is not considered to be on the internet if it does not have an IP number. At MIU, our IP number is: 198.49.169.37 A domain name is usually mapped to the IP address and can be likened to aliases. However, a machine can only have one IP number but many Domain names. IRC (Internet Relay Chat): a multi-user live chat facility. Similar to USENET in that there are many topics ISDN (Integrated Services Digital Network): A way of moving more data over existing regular phone lines. ISP (Internet Service Provider): An institution that provides access to the Internet in some form, usually for money. Java: Java is an object-oriented programming language developed by Sun Microsystems. Programs written in java can be incorporated into ordinary web pages. Since nearly any type of program can be written in Java, it has increased the functionality of the web. Kilobyte: 1024 bytes. LAN (Local Area Network): A computer network, usually within the same building or floor of a building. Leased-line: A dedicated phone line that is rented for a 24-hour, 7-days-a-week connection to the internet. Listserver: A common type of mailing list. Mail list: (or Mailing List): A (usually automated) system that allows people to send e-mail to one address, whereupon their message is copied and sent to all of the other subscribers to the mail list. In this way, people who have many different kinds of e-mail access can participate in discussions together. Megabyte: 1024 kilobytes. MIME (Multipurpose Internet Mail Extensions): The standard for attaching non-text files (ie. graphics, sound files, spreadsheets, word-processor documents etc.) to standard Internet mail messages. Modem (Modulator, Demodulator): A device that you connect to your computer and to a phone line, that allows the computer to talk to other computers through the phone system. Mosaic: The first graphical WWW browser that was available on a variety of platforms with the same interface. Netiquette: Internet etiquette. Netizen: Internet Citizen Netscape: One of the most popular WWW Browsers and the name of the company that developed it. Network: Two or more computers connected together. Newsgroup: The name for discussion groups on USENET. Node: Any single computer connected to a network. Password: A code used to gain access to a protected system. Good passwords contain letters and non-letters and are not simple combinations such as virtue7. A good password might be: xhgfd$7u POP: 1. Point of Presence: Usually a phone number provided by an Internet Service Provider so that their customers can connect to the internet. If you wanted to use a local phone number to connect, you would be looking for a local Point of Presence. 2. Post Office Protocol: A protocol which allows you to download mail from a remote mail server. Port: In terms of the Internet, port refers to a number that sometimes features in an URL. Different Internet services on a single machine use different port numbers to listen in on. For example, a HTTP server will normally listen to port 80 when connecting to the internet. However, sometimes you may wish to use a different port. Since port 80 is the standard port for a web server, any non-standard port number will have to be stated specifically in the address. e.g. http://computer.ucc.ie:5000/ Posting: A message sent into a electronic communications forum, e.g. a USENET newsgroup or a mailing list. PPP (Point to Point Protocol): A protocol that allows a computer with a modem to use the internet. RFC (Request For Comments): The process for creating a standard on the Internet. New standards are proposed as a Request For Comments. This RFC is discussed on the internet and eventually a new standard is established. The reference number for the standard retains the acronym RFC, e.g. the official standard for e-mail is RFC 822. Router: A special-purpose computer (or software package) that "routes" incoming internet traffic by checking destination addresses and deciding which of its outgoing connections to send it on. Server: Many internet applications use the Client/Server model. A server is a machine that responds to requests from clients. i.e. when you browse a WWW site, your browser (the client) requests the site (the server) to send back the pages you wish to view. Many other applications use this model , eg. FTP. SLIP (Serial Line Internet Protocol): A standard for using a regular telephone line and a modem to connect your computer to the Internet. SLIP is gradually being replaced by PPP. SMDS (Switched Multimegabit Data Service): A standard for very high-speed data transfer. Spam (or Spamming): An inappropriate use of a mailing list, or USENET discussion group. Usually a Spam consists of unwanted commercial postings or messages posted to a discussion group to which they have no relevance. System Administrator: The person responsible for the running and maintenance of a computer system. T-1: A leased-line connection capable of carrying data at 1,544,000 bits-per-second. T-3: A leased-line connection capable of carrying data at 44,736,000 bits-per-second. TCP/IP (Transmission Control Protocol/Internet Protocol): This is a set of protocols that define the Internet. Your computer must have TCP/IP software in order to use the Internet. Telnet: The program used to login to one Internet from another. Terminal: A device that allows you to send commands to a computer somewhere else. This usually means a keyboard and screen which have no processing power of their own but which send your input to a more powerful computer which processes your information and sends back output which is displayed on the terminal screen. The terminal simply relays the information to and fro. UNIX: A computer operating system. UNIX is primarily designed to be used by many people at the same time. URL (Uniform Resource Locator): The address of any resource on the Internet that is part of the World Wide Web (WWW). E.g. http://www.mcrest.edu/~cglab USENET: A world-wide system for the discussion of any topic. Different topics are each assigned a separate newsgroup. UUENCODE (Unix to Unix Encoding): A method for converting files from Binary to ASCII (text) so that they can be sent across the Internet via e-mail. WAN (Wide Area Network): Any network that covers an area larger than a single building or campus. Web: See WWW Wombat: (1) A marsupial indigenous to the continent of Australia. (2) A word near the end of the alphabet that a glossary writer includes to find out who has read through the whole glossary. WWW (World Wide Web) -- All the information on the HTTP servers around the world is collectively known as the World Wide Web.

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