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Media Dictionary
- Effective Sample Base (ESB): The size of a random sample required to produce the same degree of reliability as a complex survey such as Arbitron's.
- Eight-Sheet Posters: smaller outdoor panels typically 6' high and 12' wide. See Billboard.
- Email: Web-based transmission of text messages or attachments.
- Email Harvesting: An approach in email marketing where an address collector uses a robot program to scour the internet and collect exposed email addresses. Addresses are then resold to organizations who seek to send mass emails. The practice led to the rise of "spam," or junk email, has been discredited, and is illegal in many U.S. states under anti-spam laws.
- Extensions / Cut-Outs: In outdoor advertising, a temporary addition to the billboard structure that can include letters, graphics, etc., designed to capture greater viewer attention.
- Eyetracking Heatmap: Survey approach in which users' eyes are tracked to follow their paths when viewing creative, such as a web site design. For example, heatmaps of users viewing Google search results found that people tend to read web pages by starting at top left, moving directly down, and then moving to the right.
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