Online Reputation Management Solutions believes that helping our clients and visitors understand the basics, benefits and importance of an effective Online Reputation is a crucial first step. The Online Rep. Glossary was prepared for you as a quick reference and it defines a selection of most frequently used terms in the field of Online Reputation Management. You should also check the Free SEO&SEM Tools!

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A priori segmentation: is a segmentation approach that is based on a widely known and accepted classification scheme, on pre-existing criteria, such as: education, age, income, gender, social economic status, life stage, industry, number of employees, revenues, geographic location etc. and then customers, products, services are classified accordingly in so called "a priori segments". A priori segments are based upon data from outside the conjoint analysis. Kotler defines conjoint analysis as ”a  method for deriving the utility values that consumers attach to varying levels of a product’s attributes.” Examples of a priori segments include such classification schemes as:

• International Standard Industrial Classification of All Economic Activities - groups: a United Nations system for classifying economic data (Financial and insurance activities, Trade, Construction, Education, Human Health and Social Services etc.)
• Geographic regions or sales territories
• Basic demographic - groups:  gender, age, race, education, household income etc.
• Purchase or usage - groups: heavy, medium and light users  
 
Above the Fold: the section of a webpage, email that is visible without scrolling. Furthermore, it is also a graphic design concept that refers to the location of an important news story or a visually appealing image on the upper half of the front page of a newspaper, magazine, journal.

Above the Line Advertising: is an advertising technique tailored for a mass audience. ATL advertising is using traditional mass media channels such as television and radio.

Accelerated Test Marketing: market testing of consumer goods using a simulated store technique rather than an actual test market; also referred to as Laboratory Test Markets and Purchase Laboratories.

Achievers: SRI's VALS classification - short for Values and Lifestyles - defines three principal types of outer-directed people: Belongers, Emulators, and Achievers. "Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery."

Ad Space: a space on a Web page where an advertisement can be placed.

Ad Tracking: the method of tracking the results of advertising campaigns, in order to evaluate its effectiveness. There are various Ad Tracking softwares available on the market.

Affiliate: an affiliate is an individual who has a business relationship with a merchant to promote the merchant's product or service. The affiliate earns a commission from the merchant for each referral that results in a sale; the merchant handles payment and fulfillment.

AIDA: Marketing acronym used for "Attention, Interest, Desire, Action". The AIDA formula is a model of communication, based on four principles. AIDA suggests that in order to persuade customers, advertising must create attention; hold interest; arouse desire and initiate action. This legendary formula is at the heart of the most successful advertising strategies.

AIO Statements: are expressions of a person's activities or attitudes towards, interests in, and opinions of a product or service. These characteristics of an individual are used by Marketing researchers in order to profile the consumers, to create their psychographic profile.

Alexa Rank: the Alexa Rank indicates how popular a website is in comparison to other worldwide websites.

Algorithm: a finite set of unambiguous instructions performed in a prescribed sequence to achieve a goal, especially a mathematical rule or procedure used to compute a desired result. Algorithms are the basis for most computer programming. One of the most famous algorithms is Google's PageRank. PageRank performs an objective measurement of the importance of web pages by solving an equation of more than 500 million variables and 2 billion terms. Instead of counting direct links, PageRank interprets a link from Page A to Page B as a vote for Page B by Page A. PageRank then assesses a page's importance by the number of votes it receives.

ALT (alternate) text: Several non-textual elements (IMG, AREA, APPLET, and INPUT) let authors specify alternate text to serve as content when the element cannot be rendered normally. Specifying alternate text assists users without graphic display terminals, users whose browsers don't support forms, visually impaired users, those who use speech synthesizers, those who have configured their graphical user agents not to display images, etc. Link

Ambush Marketing: is a Marketing strategy developed in order to associate a company, product, or service without paying a sponsorship fee and without breaking the law with a major event (Super Bowl, World Cup) which is officially sponsored by another competing brand.

Anchor Text: is the visible, clickable text in a hyperlink. This text provides a link to another website.

Article Directory: is collection or articles on a website. The articles (content) are organized by major categories.

Asset-Based Marketing: is marketing approach which uses the knowledge and skills a company has already developed as the basis for growth.

Astroturfing: is the artificial creation of a grassroots buzz by a company or organization for a product, service, individual or political viewpoint .

Atomistic Competition: called also "Pure/Perfect Competition", is quite a rare concept in the real world. It is an economic model that describes a market form in which no producer or consumer has the market power to influence prices. The Atomistic Competition is characterized by a free flow of information, there are no barriers: as buyers and seller can freely enter or leave the market, there is a large number of buyers and sellers, all goods of a particular category are homogeneous.