Translation glossary: Advertisement Localization dictionary

Creator:

Sakshi Garg

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Mechanistic consumer-generated advertising:

Consumer-generated advertising that is controlled to some extent by the rules, guidelines, and brand assets required by the brand’s contest guidelines.

English

Media fragmentation:

The breaking up of large audiences into small fragments due to an increase in the media choices available.

English

A three-dimensional online community, also known as a virtual world.

English

A separate Web site, distinct from a brand’s primary site, with its own URL used as part of a promotional campaign.

English

Momentum effect:

The incremental gain in advertising effectiveness attributed to endorsements and pass-alongs by friends in a social community.

English

A qualitative research technique, which applies ethnographic research techniques to the study of online communities.

English

Network effect:

The increase in value that accrues to a social network as the size of the network community increases.

English

A person who is new to a social community.

English

Organic consumer-generated advertising:

Advertising developed by consumers without an incentive or invitation to do so from the brand.

English

Organic search listing:

Listings that occur naturally in response to a search; search engines do not sell the listing or listing rank.

English

Packaged consumer-generated advertising:

Consumer-generated advertising that is limited to speciﬁc brand assets such as brand-approved images and slogans.

English

An instance in which a Web page is viewed by a visitor.

English

Pass-along rate:

The percentage of people who pass on a message or piece of content.

English

The relative perception a brand holds in the minds of the target market relative to the competition.

English

Post-roll advertising:

Video advertising shown at the end of content.

English

Pre-roll advertising:

Video advertising shown before a user is shown the content of interest.

English

A person who plans, writes, and governs an alternate reality game.

English

The ﬁrst clue used to kick off an alternate reality game.

English

The number of people exposed to an advertising message in a speciﬁc period of time.

English

Return on earned media model:

An approach to social-media return on investment that considers the value of the brand’s exposure if the impressions were paid exposures rather than earned through social media.

English

Return on impressions model:

An approach to social-media return on investment that demonstrates how many media impressions were generated by the social-media advertising tactics employed.

English

Return on investment (ROI):

A measure of proﬁtability.

English

Return on media impact model:

An approach to social-media return on investment that determines how sales can be attributed to each element in a social-media advertising strategy over time.

English

Return on target inﬂuence model:

An approach to social-media return on investment that relies upon survey data to assess the effectiveness of social-media advertising based on the extent to which the methods achieved changes in the desired consumer attitudes.

English

A type of advertising, which includes audio, video, and advanced graphics.

English

A method of syndicating online content, enabling others to subscribe to receive the content automatically.

English

A person who does not actively play in the game but may participate in forums about the game and contribute to the game’s solution.

English

Search engine advertising:

The strategy of using search engine listing results as an advertising vehicle.

English

Search engine optimization (SEO):

The process of ensuring that a site is well positioned to achieve the best possible search listings, as part of a search engine advertising strategy.

English

A technique for branding that involves building relationships between brands and consumers by ‘‘planting a seed’’ of interest in the minds of consumers. The ‘‘seed’’ is some form of interactive device such as a game that inspires consumers to cognate on the brand.

English

Distributing brand-generated content or incented content online while pretending the content is user generated.

English

A video that is longer than a commercial but shorter than a ﬁlm.

English

Six degrees effect:

The notion that it is a small world, with everyone connected to everyone else within six contacts.

English

Social bookmarking:

The storing of URL bookmarks within a social community such that bookmarks can be tagged according to content and shared with others.

English

Social community:

A broad range of online groups, including forums, social networks, virtual worlds, bookmarking sites, and more.

English

Social ﬁction:

Another term for alternate reality games.

English

The collection of social communities online, which enables members to create, share, cocreate, and fortify content, as well as interact as any community might.

English

Social network:

Utility-based social communities, which enable members to build identity using proﬁles, communicate with other members, develop a network of friends, and participate in the community (e.g., www.myspace.com).

English

News shared in social communities focused on content sharing and ranking (e.g., www.digg.com).

English

Social-media impact (SMI):

A measure of the effectiveness achieved by a social-media advertising campaign.

English

Social-media marketing (SMM):

Broad category of online advertising that places promotional messages in the context of social communities.

English

Social-media optimization (SMO):

Optimizing a site so that it is more visible to social communities in order to increase links to a site.

English

Social-media return on investment (SMROI):

A measure of the revenue generated as a result of social-media advertising.

English

The tactic of hiding messages within another medium such that the message is undetectable for those who do not know to look for it.

English

The ability of a Web site to keep a visitor at the site and to encourage a visitor to return to the site.

English

This acronym stands for a deﬁning mantra of ARGS—This is not a game!

English

A method of tracking links back or references to a blog, also known as a linkback.

English

A reference index of the game, including relevant sites, puzzles, in-game charac- ters, and other information. Trails are useful for new players coming late into a game and to veteran players piecing together the narrative.

English

Transmedia storytelling:

A story that is told across multiple media platforms with each component valu- able on its own and as a contribution to the story as a whole.

English

User-generated content:

Content created by an individual that (1) is made publicly available online, (2) reﬂects some creative effort on the part of the user, and (3) is created outside pro- fessional practice.

English

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