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Advertising Terms

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Billboard Advertising

Large outdoor advertising structure, typically found in high traffic areas (expressways, highways, etc.). Billboards present large visuals and messages to motorists and pedestrians.

Cable TV Advertising

Cable television is a system of television programming broadcast to paying subscribers. Advertisers can select markets that focus on programming specific to their audience/consumer traits.

Community Website Advertising

The use of websites that serve specific communities: including, but not limited to, counties, suburbs, cities, etc. Web advertising (usually paid) with visuals and messaging link back to the advertiser’s website and specific call to action (e.g. apply, register, donate, etc.).

Direct Mail

The delivery of advertising materials to recipients via postal mail.

Event Marketing

Advertising focused on face-to-face interaction via live events, trade shows and meetings among other event types.

Keyword Search

When exact search term is unknown, keyword searches produce general results. Paid keywords (known as pay per click via search engines through SEM and SEO vendor partnership) can generate greater results for client.

Radio Advertising

Advertisers purchase “airtime” for radio ads or "spots" to draw audience/consumer awareness to the advertiser, their website and specific call to action.

Retargeting

Behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not initially result in a sale or conversion.

Search Engine Marketing (SEM)

Promotes websites by increasing their visibility in search engine results.

Search Engine Optimization (SEO)

The process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

SEO Target Search

Includes image search, local search, video search, academic search, news search and industry-specific vertical search engines.

Social Media

Social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. Some examples include Twitter, Facebook, Instagram, and Google+.

Transportation Advertising

Public or private mass or specialty transportation modes that advertise visuals and messages posted on transportation property for audience/consumer review.

Twitter Advertising

Messaging used to promote and drive awareness to advertiser’s website and specific call to action.

Twitter Handles

Username used to identify unique Twitter clients. Northeastern’s handle is @NEIU.

Brand

Contact the Division of Marketing and Communications

T (773) 442-5419

marketing@neiu.edu

Contact the Division of Marketing and Communications

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