Above the Fold The section of a Web page that is visible without scrolling Above the Line 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' Account Management The process by which an agency or supplier manages the needs of a client. Accredited Programmes Modular study that is assessed by exam or by project based assignments towards achieving a qualification ACORN 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. Added Value 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. Advertising Promotion of a product, service, or message by an identified sponsor using paid-for media. Ad Blocking The blocking of Web advertisements, typically the image in graphical Web advertisements. Advertising Budget Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget. Advertising Plan An outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals. Advertising Research Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives. Ad Space The space available for advertisements. Advertising Network A network representing many websites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys. Advertorial An advertisement that has the appearance of a news article or editorial, in a print publication. Advocacy Advertising Advocacy advertising expresses a viewpoint on a given issue, often on behalf an institution. Examples are to be found in anti-drink-driving campaigns. Affiliate The publisher/salesperson in an affiliate marketing relationship. Affiliate Directory A categorised listing of affiliate programs. Affiliate Forum An online community where visitors may read and post topics related to affiliate marketing. Affiliate Fraud Bogus activity generated by an affiliate in an attempt to generate illegitimate, unearned revenue. Affiliate Marketing 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. Affiliate Merchant The advertiser in an affiliate marketing relationship. Affiliate Network A value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates. Affiliate Software Software that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links. Affinity Marketing Marketing targeted at individuals sharing common interests that predispose them towards a product, e.g. an auto accessories manufacturer targeting motoring magazine readers. Also, a campaign jointly sponsored by a number of disparate organisations that are non-competitive but have a particular interest in common. After Sales Service Services received after the original goods or service have been paid for. AIDA Attention, interest, desire, action: a model describing the process that advertising or promotion is intended to initiate in the mind of a prospective customer. AIUAPR Awareness, interest, understanding, attitudes, purchase, repeat purchase: a buying decision model. ALT text HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed. Ambient Media Originally known as 'fringe media', ambient media are communications platforms that surround us in everyday life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets, cricket pitches or even pay slips. See also 'buzz'. Ambush Marketing A deliberate attempt by an organisation to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship. For example by advertising during broadcasts of the event. Animated GIF A graphic in the GIF file format that creates the effect of animation by rotating through a series of static images. Application Service Provider Provider of applications/ services that are distributed through a network to many customers in exchange for a stream of smaller payments as opposed to one fixed, upfront price. Ansoff Matrix Model relating marketing strategy to general strategic direction. It maps product-market strategies - e.g. market penetration, product development, market development and diversification - on a matrix showing new versus existing products along one axis and new versus existing markets along the other. Asset Led Marketing Asset led marketing uses product strengths such as the name and brand image to market both new and existing products. Marketing decisions are based on the needs of the consumer and the assets of the product. Assignments An assessed work based project report. Assignments are part of the assessment procedure when studying for a qualification