Lexicon - HORISEN

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A

A-Blogger

A blogger is short for alpha - bloggers and referred to the range of individual bloggers . The number of visitors and the references will ensure taking the blog as a guide.

Adaptive Website

Adaptive means adaptable. An Adaptive layout is created for specific screen sizes and is optimized for a specific device (not for all).

Advertainment

A word combination of advertising and entertainment, which refers to a form of advertising that is energized by entertaining content, which attracts attention.

AdWords

Online advertising services from Google; derived from the English Adverts (ad) and Words Companies can run ads and appear in advertising search engines when potential customers are searching for the products/services with so-called Keywords. Costs are incurred only when the user actually clicks on the ad to open the site. The company may determine the ads daily budget by themselves.

AdWords - Ad Extensions

Ad Extensions can be used to increase visibility with no extra cost for Google AdWords. This includes SiteLink extensions, location extensions, call extensions, app extensions, review extensions and enhancements with additional informations.

AdSense

An online service provided by Google that enables the display of advertisements on websites outside the Google network.

AdServer

An ad server is a server with a software that is responsible for the delivery and processing of advertising materials. It stores data such as AdImpressions, AdClicks, AdVisibility which are used for evaluating.

Advertising agency

An advertising agency is a service based business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients.

AdView Time

The Time View is also known as page view time and the time spent by the visitors on a site . At this time the cost of banners are moored, as they are the point of reference for the duration of eye contact of the user with the ad.

AdVisibility

Ad Visibility refers to the display duration and frequency of a heritage means in the visible area of the browser. The display is visible only as long as a script sends short consecutive signals to the ad server. When the user changes the browser window, this interval is interrupted and the ad is no longer displayed.

Adobe

Software company from America; best known products : Adobe Reader, Adobe Flash Player, Adobe Shockwave Player, Adobe Creative Suite.

Administrator

An administrator is a user who has more rights than the rest of the members. Unlike other site users, for example, an administrator can modify the page, instead of just viewing it.

Affiliate Links

Advertising links, paid for by the owner, if the link was clicked or seen. The amount is usually determined in advance.

Affiliate Marketing

Affiliate marketing means that a website owner offers a space for advertising on its site (eg the link to the online shop or a banner ad). In return, the website owner receives a commission (based on the clicks, for example).

AIDA

AIDA refers to marketing and advertising that describes a list of events that may occur when a consumer engages with an ad. The shortcut refers to: Attention - Attract the attention of the customer Interest - Interest of the customer Desire - Convince customers that they want and desire the product or service and that it will satisfy their needs. Action - Lead customers towards taking action and/or purchasing.

AJAX

AJAX stands for Asynchronous JavaScript and XML , and makes HTTP requests possible while an HTML page is displayed without having to reload a page.

Ambush Marketing

Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers. Ambush marketing is most common in sports. For example, in the mid 1996 Summer Olympics Nike setted up a prominent pop-up store near the athletes' village, selling merchandise with slogans parodying those of the Olympics official sponsor (Reebok) and attacking its values.

Animation

An animation consists of successive, slightly differing images that mimic the human eye fluid motion. There are different animation techniques:

  • Animation : Every single image is drawn
  • Stop-trick or stop-motion: Special characters are moved and photographed
  • 2D-Animation: figures are created or edited on the computer using 2D bitmap graphics or created and edited using 2D vector graphics.
  • 3D-Animation: digitally modeled and manipulated by an animator.

3D-Motion-Capture: it's used when live-action actors wear special suits that allow computers to copy their movements into CG characters.

Anchor text

The anchor text is the visible, clickable text in a hyperlink. This means that this text replaces a link that leads to a different destination.

Advertising

Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing.

API

In computer programming, an application programming interface (API) is a set of routines, protocols, and tools for building software applications.

Application

Shortly called App. App reffered to a software that makes a certain function possible. For example, images can be edited with an image editing app.

App Filename

A file that ends with .app is always an application.

Art Director - AD

An AD is usually an experienced, senior designer or art director in, for example, film productions.

Augmented reality

Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly diminished) by a computer.

Avatar

An avatar is a graphical representation of a virtual character in cyberspace (eg, the embodiment of a user in a computer game).

Awareness

Awareness is the ability to perceive, feel, or to be conscious of events, objects, thoughts, emotions, or sensory patterns. In this level of consciousness, sense data can be confirmed by an observer without necessarily implying understanding. More broadly, it is the state or quality of being aware of something.

B

Banner ad

A web banner or banner ad is a form of advertising on the internet delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. In many cases, banners are delivered by a central ad server. Some standard sizes for banner ads are:

  • 728x90 Pixel - Superbanner, xLarge Banner
  • 468x60 Pixel - Fullsize Banner
  • 234x60 Pixel - Halfsize Banner
  • 156x60 Pixel - Thirdsize Banner
  • 137x60 Pixel - Quatersize Banner
  • 400x40 Pixel - Mini Banner or Small Fullbanner
  • 180x150 Pixel - Rectangle
  • 250x500 Pixel - Junior Page
  • 300x250 Pixel - Content Ad

Banner Advertising

A banner is included as an advertising material in a web page. It mostly involves a hyperlink to the offer of advertisers. A banner can be a picture or an animation (gif or flash) - the main thing that attracts attention.

Benchmark

Benchmarking is an analysis tool for competitions. A product is compared with an approximately equivalent product of the competition and the weak points are retained and continued with improvement steps.

Benefit

Refers to the benefits of a product or service for the consumer.

Bliki

Bliki is a word combination of blog and wiki and it connects blog posts with Wikipedia.

Blog

Blog or Web log is a kind of electronic diary on the Internet. Another definition of a blog is that it's a discussion or informational site published on the Web and is consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first).

Blogger

A blogger is the editor or the author of blog posts. The blogger contributes to any topic by expressing its opinion, often to other blogs or to their own.

Blogosphere

The Blogosphere is a community, the world of blogs on the Internet. The term implies that blogs exist together as a connected community or as a social networking service in which everyday authors can publish their opinions.

Blogroll

A blogroll is a list of other blogs that a blogger might recommend by providing links to them. This may be a list of bloggers or online users.

Brand

A brand is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising.

Brand loyalty

Brand loyalty is where an individual buys products from the same manufacturer repeatedly rather than from other suppliers.

Brand awareness

As the name suggests, it's about the level of awareness of a brand. When interviewing an audience the interviewer takes notes of what the respondents could remember so the same practice could be applied for brand campaigns.

Branding

The development of a brand name is called branding.

Breadcrumb navigation

Breadcrumb comes from the English “bread crumbs” and it refers to the path that is displayed to the user. It allows users to keep track of their locations within programs or documents. The term comes from the trail of breadcrumbs left by Hansel and Gretel in the eponymous fairytale.

Browser

A browser is a program that represents the contents of the World Wide Web graphics. The following browsers are oftenly used for this purpose: Internet Explorer, Mozilla Firefox, Safari, Google Chrome...

Bulk SMS

Bulk SMS is the ability to send multiple SMS's at once.

Business paper

The main components are: business cards, letterhead, envelopes.

Buzzword

A Buzzword is a catchword that attracts attention. It may be a technical term and may have little meaning, being simply used to impress others.

C

Campaign

Campaign is a series of messages that share a single idea and theme which make up an integrated marketing communication (IMC). Campaigns appear in different media channels across a specific time frame that often need to be clearly defined.

Cashflow

The difference between revenues and expenditures in a specified period.

CD - Corporate Design

Corporate Design refers to the image of the company. It is a part of the corporate identity. The CD includes the entire corporate communications of a logo on business stationery, website, imagery (eg. in photos and videos), vehicle design, architecture, corporate clothing, signage, packaging, etc.

CI - Corporate Identity

The corporate identity describes the planned self-presentation of a company and includes three main areas:

  • Corporate Design
  • Corporate Communication
  • Corporate Behaviour

Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifested in a distinct corporate culture.

CMYK

It refers to four-color printing system for the Cyan, Magenta, Yellow, Key (Black). The "K" in CMYK stands for key because in four-color printing, cyan, magenta, and yellow printing plates are carefully keyed, or aligned, with the key of the black key plate. The CMYK system is a subtractive color system.

Communication design

Communication Design is a design of an image, word and sound in order to achieve a communication objective.

Community

A community is a social unit of any size that shares common values. In human communities, intent, belief, resources, preferences, needs, risks, and a number of other conditions may be present and common, affecting the identity of the participants and their degree of cohesiveness. The main realistic meaning of a community is a group of people who connect well together socially, mentally or sometimes economically.

Company Logo

A corporate logo is a graphic symbol that represents a company and is a part of the corporate design. A logo may consist of images and text, and differs according to a combination of a word and a figurative mark.

Computer animation

Computer animation, or CGI animation, is the process used for generating animated images by using computer graphics.

Concept

It's a well-designed strategy which is the key for not only achieving success, but also to measure success. A strategy is devised to harmonize with the type of a business.

Conversion

In electronic commerce, conversion marketing is the act of converting site visitors into paying customers.

Corporate Image

Mental picture that springs up at the mention of a firm's name. It is a composite psychological impression that continually changes with the firm's circumstances, media coverage, performance, pronouncements, etc.

Corporate video

A corporate video is a video that is focused on a company, its history, origin, vision, etc. The idea is that the company is positively promoted.

Creative Agency

An Agency that creates photos or video clips for a fee for private or commercial use. This fee-based images are usually protected with a watermark against unauthorized use.

Creative Director

Shortly called a CD. This is the highest-ranking creative manager of a company.

Cross-Media

The term “Cross-Media” is often explained as something that includes the distribution of content (e.g. music, text, pictures, video etc.) amongst different media. One frequently used combination is television, newspapers/magazines mobile devices and Internet.

CSS

A technique for flexible design of text and layouts on websites.

Cut Photography

Photographed product or a person on a transparent background. Transparency can, for example, be defined by a so-called alpha mask.

D

Design

The design is the creation of a shape of an object, a website, newspaper, etc.

Designer

A designer is someone who designs the media and/or products and gives them a form.

Digital printing

Digital printing refers to methods of printing from a digital-based image directly to a variety of media.

DNS

Domain Name System - assigns the IP address of the associated URL.

Domain

It's an Internet address with a freely selectable name. There cannot be two domains with a same name.

Dpi - dots per inch

Dots per inch: indicates the density of the image information in pixel-based graphics formats such as: jpg, gif, tif, png, psd. The higher the dpi number, the higher the image quality is (the same length of the image edges provided). Standard resolutions are, for example, 72dpi for screen display (Internet, video) and 300dpi for print data.

E

EDP

Electronic data processing.

EIP

Electronic image processing.

Em-Dash

The em-Dash is a horizontal line with the length of a square and looks like this: "—". The em dash is the longest of the horizontal lines and is a relatively rare example used as a bullet. Further horizontal lines are the en dash (dash) and hyphen ( minus sign ). The Unicode for the em dash is U + 2014.

Event-Marketing

The purposeful planning and execution of events and events with the aim of promoting sales and notoriety.

Eye Catcher

It refers to a scene or illustration used to announce a commercial break.

F

Fade Out

Fade out describes the fading out of a picture and/or a sound.

Flash

Software for the production of vector animations and interactive content on the Internet.

Follow-Up Ad

An ad that corresponds to the previous advertisement but, however, has a different idea of content.

G

Google

A known Internet search engine.

H

Headline

A synonym for a “title”.

Homepage

Homepage is the main page of a website. Homepage is usually often confused with website.

Hosting

Hosting (also known as Web site hosting, Web hosting, and Webhosting) is the business of housing, serving, and maintaining files for one or more Web sites.

I

Illustrator

  • a) Software for the creation of vector illustrations
  • b) Person who uses drawing, painting or other techniques, striking images for imaging, for example: to create printed products.

Image format

The image format refers to the aspect ratio of an image. Beside printing, this also includes communication media such as PC, TV, mobile phone, etc.

Implementation

An implementation is a realization of a technical specification or algorithm as a program, software component, or other computer system through computer programming and deployment.

Indesign

InDesign is a desktop publishing software application made by Adobe Systems. It can be used to create works such as posters, flyers, brochures, magazines, newspapers, and books.

Innovative

Innovative is a synonym for imaginative, original, creative, etc.

Interactive

The term "look and feel" is often used to refer to the specifics of a computer system's user interface. Using this metaphor, the "look" refers to its visual design, while the "feel" refers to its interactivity. Indirectly this can be regarded as an informal definition of interactivity.

K

Keywords

Keywords are the most common terms used to specify user searches for products, services, etc. on the Internet. The so-called keywords are incorporated into sites to achieve better results in the search engines ranking.

L

Landing Page

Page on which the user lands when opening a link.

Layout grid

Layout grid is a structure (usually two-dimensional) that is made up of a series of intersecting straight or curved guide lines used to structure content. The grid serves as an armature or framework on which a designer can organize graphic elements (images, glyphs, paragraphs, etc.) in a rational and easy-to-absorb manner.

Link

Short for hyperlink. It is a text or an image that causes an action when clicked. For example, open a website or start downloading a document.

Login

A login gives access to a page that requires it. For example, a user name and a password.

Logo

Logo is a graphical mark or a text that identifies a company, an association, an organization, etc.

M

Macro typography

In oposite to the micro typography, which is engaged in the construction of individual letters and characters, the macro typography treats the entire presentation, which should be harmoniously. For example, outline and structure of text and image, font, size, spacing, etc.

Marketing strategy

Marketing strategy is the fundamental goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

Moderation

Moderation is a method, which is being used in discussions, for example. The host cannot influence the content of the conversation/discussion, thats the main difference from leading a discussion. Moderation in this case means to navigate a discussion.

Mood board

A mood board is a type of collage consisting of images, text, and samples of objects in a composition. They may be physical or digital, and can be "extremely effective" presentation tools.

Motion-Design

Usually occurs at movie opening credits, trailers and advertising. Motion design refers to the creation of moving images through the combination of typography and graphic design.

N

Network

In the technical area network means that multiple devices are connected. In computer networks, networked computing devices exchange data with each other along network links (data connections).

Newspaper formats

Newspaper formats vary and have different formats in different countrys. The size of a newspaper format is a size of a paper page. The printed area within it vary depending on the newspaper.

Newsletter

Newsletters are sent via e-mail messages that report on updates and new releases. It's a common advertising campaign on the internet.

O

Online

Online is the opposite of offline and means that a device (PC, for example) is currently connected.

Online shop

Online Shop gives the option to purchase online (via World Wide Web). Here, a supplier restricts its products to be bought online directly in an online shop.

Open Type

Open Type fonts always consist of a font file and are based on an original concept by Microsoft and Adobe.

Organic Search

Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their advertisements. In contrast, non-organic search results may include pay per click advertising.

P

Package design

Packaging design is a design of product packaging. They should be attractive and suitable to influence the customers positively. Ideally, the product package should be directly associated with the company.

Packshot

Advertising, in which the packaging of the product is photographed. Idea is to show how a product looks like on the shelf. Its a must for a software articles since no physical content can be displayed.

Paper format A

The international paper size standard, ISO 216, is based on the German DIN 476 standard for paper sizes. ISO paper sizes are all based on a single aspect ratio of square root of 2, or approximately 1:1.4142. The base A0 size of paper is defined as having an area of 1 meter squared. Overview of ISO paper sizes:

  • A0 = 841 mm x 1189 mm
  • A1 = 594 mm x 0841 mm
  • A2 = 420 mm x 0594 mm
  • A3 = 297 mm x 0420 mm
  • A4 = 210 mm x 0297 mm
  • A5 = 148 mm x 0210 mm
  • A6 = 105 mm x 0148 mm
  • A7 = 074 mm x 0105 mm
  • A8 = 052 mm x 0074 mm

Photoshop

Image editing program from Adobe.

Pixel

In digital imaging, a pixel is a physical point in a raster image, or the smallest addressable element in an all points addressable display device. In other words, it is the smallest controllable element of a picture represented on the screen.

Plug-in

In computing, a plug-in is a software component that adds a specific feature to an existing computer program. When a program supports plug-ins it means that it enables customization.

Powerpoint

PowerPoint is a known Microsoft Office program for creating presentations.

Premium SMS

Premium SMS is a service that adds a premium value to basic services (price differs from a standard SMS price – so the mobile phone user is charged an additional amount for using this kind of service). The Premium SMS service uses short codes for sending a message, for example, when buying a product or a service or participating in SMS voting.

Promotion

Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of the market mix, which includes the four P's: price, product, promotion, and place.

Publishing

Publishing is the dissemination of information to the public.

R

Responsive

Responsive means that a website view is adjusted to fit the screen of different devices and is displayed correctly.

Retouching

Retouching is the processing of images.

S

Sales promotion

There are short-term and long-term sales promotions. These are actions that should convince potential customers to buy something.

SEA - Search Engine Advertising

Search Advertising - advertisements of picture and text materials.

SEF - Search-Engine-Friendly

It refers to an alternative text for images, custom keywords, etc.

SEM - Search Engine Marketing

It's a combination of SEA and SEO.

SEO - Search Engine Optimization

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine without any payment - often referred to as "natural," "organic," or "earned" results.

Server

A "host computer" where all the data is stored.

SMS

Short Message Service are transmitted with the messages from one mobile phone to another.

Social Media

Social media refers to online platforms, which social groups can join. The currently best-known representatives of this are Facebook, Twitter, etc.

Software

A software is a program that runs on a computer and, in contrast with computer hardware, it cannot be phisically seen.

Sponsoring

Promoting organizations, individuals, etc.

Storyboard

A storyboard is a graphic organizer in the form of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic or interactive media sequence.

Storytelling

Storytelling is the conveying of events in words, sound and/or images, often by improvisation or embellishment.

T

Teaser ad

Ad that does not specifies what is at stake right away, but arouses interest instead. Example : Advertising in newspaper, which will be continued on multiple pages with more and more information.

Terms & Conditions

Terms & Conditions are rules which one must agree to abide by in order to use a service. Terms of service can also be merely a disclaimer, especially regarding the use of websites.

Testimonial

In promotion and of advertising, a testimonial or show consists of a person's written or spoken statement extolling the virtue of a product.

Time lapse

Operations that are played in a highly accelerated pace.

Trademark

A trademark is a recognizable sign, design, or expression which identifies products or services of a particular source from those of others, although trademarks used to identify services are usually called service marks.

Tutorial-Video

A tutorial is a guide that is usually created via video. A common and a popular platform for the provision and looking for tutorials is Youtube.com.

Typographer

Typographer is a person who has a job to choose the style, arrangement, or appearance of printed letters on a page. A person who is skilled in typography.

U

URL

The URL is the www address of a website on the Internet.

V

Viral Marketing

Viral marketing refers to marketing technique that uses pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes.

Vision

The vision is the idea and the guidance of a company.

Visualization

Visualization means that abstract data are displayed graphically.

Visual communication

The term visual communication includes all informations, which can be seen with the naked eye and are used for communications simultaneously. This includes text, photos, graphics, charts, logos, etc.

W

Webdesign

Web design is the implementation of a website on the Internet. It involves planning, implementation of the concept and the design. Sometimes, it also includes maintenance of the website.

Webmail

Webmail is a service which allows e-mails to be sent via the web browser.

Website

Colloquially a site is often referred to as the home page. However, the home page is the main page of a website. A website usually consists of several sub-pages such as Home, Contact, News, etc.

Webspace

Webspace is a space that a person (or a company) aquires on the World Wide Web. It's usually sold for money.

White Label

A white label product or service is a product or service that is produced by one company that other companies rebrand to make it appear as if they have made it.

Widgets

A widget is, for example, a button or an image strip with elements of interaction.

WWW

World Wide Web

WYSIWYG

What You See Is What You Get