Glossary
Terms Used In Graphic Design
Banner ads - A primary method of advertising on the Internet. They are usually small graphics with brief advertising messages.
Button - A small banner ad, generally measuring 125 x 125 pixels or smaller.
Click-Through Rate (CTR) - The number of times a banner ad is clicked relative to the number of times it is displayed.
Copy - The words or text on a banner ad.
Download - The process of receiving data (e.g. a banner ad) from the Internet.
Frame - A single graphic within a series. Frames are displayed sequentially to create animation (i.e., the appearance of movement).
Full banner - A banner ad that measures 468 x 60 pixels, or about 6.5" x 0.8".
Graphic - A digital image, such as clip art, digital photography, or type design.
Half banner - A banner ad that measure 234 x 60 pixels, or about 3.2" x 0.8".
Interactive banner ad - A type of rich media banner ad that not only allows Internet users to click through to the host's Web site, but also allows other activities, such as typing in a text box or scrolling a menu of options.
Loop - A cycle, measured in seconds, in which a complete sequence of frames (graphics) is displayed. A banner ad's animation may loop, or repeat, a set number of times or continuously.
Pixels - Picture elements, i.e., dots on a computer screen that form an image. Pixels are used to measure the size of a banner ad in length and width; for example, a full banner is 468 x 60 pixels. Approximately 72 pixels equal one inch.
Rich media banner ad - A banner ad with advanced graphics (e.g. Flash or Java) and/or interactive elements such as a text box or pull-down menu.
Running time - The length of time a banner ad's animation continues to loop, or repeat.
Static banner ad - A banner ad that is not animated or interactive.
Traffic - Visitors to a Web site.
URL - Uniform Resource Locator (formerly Universal Resource Locator). An Internet address which tells a browser where to find an Internet resource, such as a Web site. For example, the URL for Page By Page Designs.com is http://www.pagebypagedesigns.com.
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