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Mobile Marketing For Dummies® by John Arnold, Michael Becker

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Glossary

3G:

The third generation wireless service that provides high data speeds, always-on data access, and greater voice capacity. The high data speeds enable full motion video, high-speed Internet access and video-conferencing, and are measured in Mbps (megabits per second). The data transmission rates range from 144 Kbps to more than 2 Mbps. 1G (the first generation network) and 2G (the second generation network of the 1990 and early 2000s) preceded 3G. The first 4G networks (fourth-generation networks) are launching in 2010.

ad impression:

An advertisement impression transpires each time a consumer is exposed to an advertisement (either prepended or appended to an SMS message, on mobile Web or Web page, within a video clip, or related media).

ad unit:

Any defined advertising vehicle that can appear in an ad space inside of an application. For example, a rectangular banner is considered to be a common type of ad unit.

advertisement:

Any collection of text, graphics, or multimedia content displayed and accessible inside an application for the purposes of promoting a commercial brand, product, or service.

advertisement action:

Any activity associated with an advertisement that enables interactivity and communication between the advertiser and the consumer. For example, common actions include clicking on a phone number to call the advertiser, a hyperlink that takes the consumer to an advertiser's mobile Web portal, or a link that adds the advertiser's contact information to the consumer's ...

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