Let the jargon speaks for themselves

How long have you been with the advertising field? How much do you know about the professional terms used in production of ads and campaigns?

I find some of the jargon pretty interesting:

  • Backbone – The part of Internet infrastructure that carries the bulk of Internet traffic to smaller regional networking companies and ISPs. Why is this important? If there is a problem with Internet backbone, the banner across your business website will not load fast enough.
  • Banner burnout – An event where a banner is shown to the same customer(s) so often that the click through rate drops dramatically.
  • Dark sites – A pre-made website, non-visible until a crisis arise. This is one of the most common tools in any crisis management strategy. It is seen in consumer sectors such as large airlines, and the F&B industry.
  • Trap door – A banner that is designed in a way that makes it hard for the consumer who clicks on it finds it difficult to return to the previous page where the banner was on.
  • Virual – A type of advertising, usually online, that encourages viewers to pass on the ad, or link to it, to others.

Continue reading more jargon used in advertising (via Ad Glossary).


About Jason Tham

Jason Tham is a PhD student at the University of Minnesota, Minneapolis. His research interests are digital pedagogy, connectivism and connected learning, computers and writing, and visual rhetoric.
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