Translation glossary: Advertisement Localization dictionary

Creator:

Sakshi Garg

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A classiﬁcation of standardized online ad types and sizes, deﬁned by the Interactive Advertising Bureau.

English

Games that are developed and distributed for the purposes of promoting a brand; branding is integrated throughout the game environment.

English

Advertising equivalency value (AEV):

A metric used to equate publicity in news media outlets to its paid advertising equivalent.

English

Advertising network:

A network representing advertising opportunities, which enable media buyers to reach a broader audience more efﬁciently using run-of-network buys.

English

Alternate reality game (ARG):

A cross-media game based on interactive ﬁction.

English

A graphic identity used to represent people in virtual worlds and social communities.

English

Banner blindness:

The tendency for Web site viewers to ignore display ads.

English

A line of code placed in an ad or on a Web page to track behavior, also the name of a Facebook service, which tracks and shares member behavior.

English

Behavioral targeting:

Delivering advertising with a high degree of relevance to those exposed, based on user behavior online.

English

Short for Web log; an online commentary, which may take the role of diary or column.

English

Brand democratization:

The shared development and promotion of brand meaning by consumers and the brand’s own architects.

English

Brand engagement:

The process or outcome of developing a meaningful, memorable, favorable relationship between a brand and its customers, particularly through interactive experiences.

English

The ﬁnancial value of a brand, developed as a result of high levels of brand aware- ness and strong, favorable, unique perceptions of the brand’s image.

English

Brand terrorists:

People who seek to harm a brand by spreading negative information or by vandalizing branded areas in social communities.

English

Citizen advertising:

Content created by consumers using verbal and/or visual imagery to inform, persuade, or remind other consumers about a brand, resulting in an ad unit, also called V-CAMs (viewer-created ad messages).

English

Citizen endorsers:

Consumers who recommend products by submitting online product reviews.

English

Citizen marketing:

Marketing for a brand by customer enthusiasts who share information about the brand and generate media coverage.

English

Clickthrough rate:

The response rate of an online ad, based on the percentage of those who were exposed to the ad who also clicked through.

English

The action of clicking on an online ad to reach the Web site promoted.

English

The presence of too much advertising in a space.

English

Collective detective:

A term for the collaboration of a team of game players.

English

Compensated consumer-generated media (cCGM):

Consumer-generated content for which the brand has paid the consumer.

English

Consumer-fortiﬁed media (CFM):

Consumer-generated content that is created around the existence of some other content, such as responses to blog postings.

English

Consumer-generated media (CGM):

User-generated content that reﬂects ﬁrst-person commentary about brand experiences.

English

Consumer-generated multimedia (CGM2):

A type of consumer-generated media that includes audio, video, and perhaps animation.

English

Consumer-solicited media (CSM):

A form of consumer-generated media to which consumers are invited to contribute content.

English

Contact comfort:

A motive for the development and maintenance of relationships online, especially in the context of social communities.

English

Contextual advertising:

Targeting of online advertising based on matching the content of the ad with the context of the Web site chosen to display the ad.

English

Conversion rate:

The percentage of people exposed to an ad who clickthrough and make a purchase.

English

Response to an ad’s call to action, especially in the form of purchase.

English

Cost per acquisition (CPA):

The cost to acquire a customer, based on the total cost of advertising divided by the number of customers acquired, also referred to as cost per conversion, cost per inquiry, cost per lead, or cost per sale.

English

Cost per thousand (CPM):

The cost to reach 1,000 people; pricing is based on number of ad impressions served over a period of time.

English

A term that refers to the scorecards produced by consumers who analyze product information and post accurate information online for other consumers.

English

The use of the general public to accomplish professional work.

English

The invisible line separating the players from the puppet masters in an alternate reality game.

English

Digital dialogue:

A phrase used to denote the conversation that can exist between customers and brands using online media.

English

Dynamic advertising:

Ads displayed in video games, which are dynamically updated throughout a game network.

English

Friendvertising:

A branding and communication approach, which relies upon social networks to enable consumers to befriend brands and share brand information with other friends in their networks.

English

A term that refers to attacks in virtual worlds, either on avatars or on branded facilities.

English

Gross rating point (GRP):

A measure of the weight of a brand’s communication vehicles in the media market for a speciﬁc period of time.

English

The opportunity to see an ad; an advertising exposure.

English

A term used to denote activity within a virtual world.

English

Incentivized consumer-generated media (iCGM):

Consumer-solicited media that is incented by the sponsoring brand.

English

The number of ad spaces available on a Web site or within a game.

English

Packaging content to increase the likelihood that others will link to it.

English

Long tail effect:

The ability online to reach small, niche markets efﬁciently.

English

People who follow the game but do not actively participate.

English

Content created using a mix of existing material.

English

Massively multiplayer online role-playing games (MMORPG):

Form of online game in which a large number of players interact with one another over time.

English

Meaning Transfer Model:

Consumers ﬁrst assign meaning from the endorser to the brand. Then the meanings attributed to the endorser become associated with the brand in the consumer’s mind.

English

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