brand—Can refer to a company, a product, or service that a company promotes, or the reputation that a company, product, or service has built over time.
burn rate—The rate at which companies spend their available cash. cost per impression—A method of paying for Web advertising that charges the advertiser a pre-set amount for each time an ad appears on a site, regardless of whether or not users click on it.
demographics—The speciﬁc attributes that help deﬁne a particular audience. These include age, gender, income, education level, and others.
dot-com—Often used to refer to the large number of investmentdriven Web sites that were funded and launched in the mid-to-late 1990s.
GPS—Global Positioning System, a satellite-based navigation system often installed in cars or on cell phones to generate maps and directions.
IPO—Initial Public Oﬀering. The ﬁrst sale of shares from a private company on a public stock exchange.
message board—A site on which people can post up a comment or question on a variety of topics, and other users can post responses.
pay per click—A method of paying for Web advertising that charges advertisers a pre-set amount for each time a Web user clicks on an ad.
product placement—The subtle (and not so subtle) placement of speciﬁc brands into the scenes of TV shows and movies.
public relations—The branch of marketing that concentrates on spreading a message through mass media.
reach—The amount of people that are exposed to a marketing campaign, message, Web site, etc.
social media—The umbrella term for the many tools that allow people to socialize on the Web, such as social networking sites, blogs, wikis, etc.
social network—A social structure made of individuals or organizations that are tied by one or more speciﬁc types of interdependency, such as values, visions, ideas, ﬁnancial exchange, friends, etc.
threads—The grouping of digital messages in a message board, hierarchically by topic.
traditional marketing—Marketing that is not new media-driven, such as print advertising, TV and radio commercials, direct mail, etc.
venture capitalists—Investors who invest cash in new and emerging businesses.