glossary

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m

marketing plan
the part of the business plan outlining the marketing strategy for a product or service.

media kit
a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

meta search engine
a search engine that displays results from multiple search engines.

META tags
tags to describe various aspects about a web page.

micro site
small 2-5 page web sites containing a highly focused sales message and call to action (order page). Micro sites are extremely fast and easy to build and provide a number of benefits including boosting cash flow quickly, creating a network of interrelated sites (common theme) that the search engines will rank high, etc moderator - at a forum, someone entrusted by the administrator to help discussions stay productive and within the guidelines.

mouse over
triggering of optical/sound effects by moving cursor of the mouse over a text, button or graphical element on a web site (without having to click), often used to indicate the user, which parts of a web site are interactive.

mouse trapping
the use of browser tricks in an effort to keep a visitor captive at a site, often by disabling the "Back" button or generated repeated pop-up windows.

n

navigation
that which facilitates movement from one web page to another web page.

netiquette
short for network etiquette, the code of conduct regarding acceptable online behavior.

network effect
the phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.

newsletter
periodically issued email for a group of registered users that are particularly interested in a distinctive topic or prefer just-in-time-updates via email over individual online research. On monthly base, LYCOS sends out the LYCOS portal newsletter that either highlights new LYCOS services or a distinctive topic. Newsletter advertising is highly appreciated, due to targeted delivery among loyal users and tailor-made ad forms.