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E
Extramercial
Banner ads placed in the extra space
in the right column of Internet web
pages.
Efficient Consumer Response (ECR)
Having the right product in the right
place at the right price with the right
promotions. See also 'category management',
with its emphasis on how products look
to the customer - is seen as an integral
part of achieving ECR.
Emotional Selling Preposition (ESP)
The unique associations established
by consumers with particular products.
For example, the emotional response
to certain car marques ensures their
continual success, even though other
makers may offer superior performance
at the same price.
EPV
Abbreviation for earnings per visitor.
Calculated by deviding the total earnings
from visitors by the number of visitors.
Exclusivity
If an advertiser requests their banner
not be shown in rotation on the desired
pages, they are requesting exclusivity.
Publishers tend to charge more for this
since since it limits the number of
advertisers they can accept for those
pages to one.
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