Glossary of marketing terms
XML (extensible markup language)
A set of rules for encoding documents and data beyond the capabilities of HTML. While HTML usually deals with the semantic structure of documents, XML allows you to define and transmit other information such as vehicle,make, model, year, color. for the car. It is the parent language for many XML-based languages such as RSS, Atom, and others. It gained further popularity with the advent of Ajax as a way to send data from web services, but has since given way to JSON, another data encoding format that is considered easier to work with.
The Web page
A web page is a separate document, usually written in HTML/XHTML, that is intended to be viewed in a web browser. In many cases, webpages also include other code and programming (such as PHP, Ruby on Rails, or ASP). Websites are usually created from several interconnected web pages.
Web Server
A web server is a computer on which software and network capabilities are installed that allow you to host websites and pages and make them accessible to Internet users located elsewhere. There are various settings that can be used for the web server, including the previously mentioned LAMP setting.
Web Standards
Standards are specifications recommended by the World Wide Web Consortium (W3C) to
standardize website design. The main goal of web standards is to make it easier for both designers and those who create web browsers to create websites that will be consistent across platforms.
Webinar
A webinar is a seminar conducted over the Internet using videoconferencing, instant messaging, and VOIP services. Webinars are usually hosted by an organization or company and broadcast to a select group of individuals.
Ad cost: A monetary estimate of the coverage in relation to how much an ad of the same size will cost in a paper copy of the outlet. Please note that many public relations professionals are moving away from measuring success in the value of advertising and are turning to the principles of Barcelona.
Barcelona Principles: Seven guiding principles that provide a framework for measuring the effectiveness of a public relations campaign. They focus more on key messages and reaching their target audience, rather than just relying on the value of advertising and overall reach.
Blog: Regularly updated content on a website that is relevant to a business and helps people find that business online. It is also a quick and easy tool to boost SEO.
Template: A short description of a company or organization, which is most often found at the end of a press release.
Branding: Attributes or characteristics that distinguish a product, location, or experience. They should be consistent, unique, and easily identifiable.
Public Relations: The field of public relations responsible for building relationships with community stakeholders and organizations such as schools, charities, clubs, and special interest groups. This refers to corporate social responsibility or CSR.
Circulation: Also called reach, it is the number of people who receive a print or digital publication or watch a television segment.
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