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Corporate Headquarters
Fort Lauderdale, Florida
The Laredo Group, Inc.
595 Park of Commerce
11860 West State Road 84
Suite B15
Davie, Florida 33325
Tel (954) 577-5700
Fax (954) 577-5720
E-mail info@laredogroup.com

New York City Office
The Laredo Group, Inc.
Suite 23C, 23rd Floor
300 East 56th Street
New York, NY 10022-4128
Tel (212) 888-8190
Fax (212) 888-8191
E-mail nyc@laredogroup.com

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The Laredo Group has long been the source for accurate and up-to-date information and helpful tools for the rapidly and ever changing world of online advertising and marketing. As a service to the industry and you, please download our industry standard Laredo Group Glossary and Laredo Group Resource List; use our Laredo Group Intelligent Return on Ad Spend (ROAS) Calculator™; and if you've attended one of our courses, please submit a Laredo Group Course Evaluation Form, available below.

Laredo Group Internet Advertising
Glossary & Resource List

We're sure that you and your staff will find both the Glossary and Resource List extremely useful in understanding the often confusing terminology and determining the most important sources of information pertaining to the worlds of Online Ads, Email, Newsletters, Search Engine Marketing and Optimization, and many other relevant and important areas.

Laredo Group Glossary
Samples

Click Here To Download a
FREE Copy of the Complete
Laredo Group Internet Advertising
Glossary

Behavioral Profiling & Targeting
Behavior refers to where a user goes on a web site and is accomplished by tracking the user’s path through a site or network of sites.  Behavioral profiling is the compiling the usage data (what pages and ads were delivered to the user), then using this information to specify or target content or ads to the user. 

Blogs (Web Log); Blogger
Blog is short for Web log. Blogs are publicly available web pages, with personal views and links expressing the opinions and observations of a particular person, usually on a specific topic or theme and are usually updated regularly reflecting the personality of the author.  Blogs are online diaries/news forums that feature links to news items and stories from across the Internet's World Wide Web. Most blogs are headed by an individual called a blogger and many of these are those who want to bring their own views online. Other bloggers are journalists or industry insiders who create forums for expressing their opinions without editorial constraint. There are a few Web logs that are a collection of vocal individuals providing opinion, commentary and links. Some of these sites have an editor filtering through submissions and a few allow members to grade contributions.

Paid Inclusion
Paid inclusion refers to a fee-based listing that several of the major search engines and directories (including Yahoo, LookSmart, Teoma, Ask Jeeves, Alta Vista, Lycos, Inktomi and FAST) offer to advertisers to guarantee a listing within the database.  While Paid Inclusions guarantee a site/page is listed it does not guarantee any ranking.  The fees for paid inclusion range from a "per URL" cost for each page to a one-time fee for a directory listing.  In some cases, by paying a higher amount and advertiser can increase its position in the rankings. These paid listings are typically served at the top of a results page in a premium spot above the rest of the "basic" paid listings.

View Through & View Through Conversions
View through is the measurement of traffic to a web site from users who saw (viewed) ads promoting the site but did not click on the ad. Advertisers view the tracking of views and conversions from views as important because they believe the creative and message will impact the user to visit a site at a later point in time versus at the moment the ad is served on a page. Many advertisers that are tracking ROI based on “views” versus clicks are finding views can generate a much higher ROI on a desired activity.

Click Here To Download a
FREE Copy of the Complete
Laredo Group Internet Advertising Glossary

Laredo Group Resource List
Samples

Click Here To Download a
FREE Copy of the Complete
Laredo Group Internet Advertising
Resource List

MarketingVOX
www.marketingvox.com
The MarketingVOX comprehensively aggregates online marketing news, adding a practitioner's spin and additional reporting where necessary. It's archives are highly articulated into relevant categories, and its search engine is a great place to start searching for any online marketing-related research. It publishes a daily newsletter, which is archived on it's website.

Ad Forum
www.adforum.com
AdForum.com provides information on the global advertising industry. Their partnerships include leading trade press in over 10 of the largest advertising markets internationally, and with the industry's top festivals and award shows. They have global information on over 20,000 agencies and 70,000 ads (tv, print, interactive, etc.). AdForum's AgencyPreview is used by advertisers for help when selecting a new agency. Their creative library, AdFolio, includes top creative work and is used to prepare for client reviews and pitches, brainstorm new ideas and other creative research/monitoring needs.

Chief Marketer Newsletter
www.primediabusiness.com
Chief Marketer™ e-newsletter Chief Marketer, written by  the editors of PENTON Media, provides insights and perspectives for high-level marketing executives. This newsletter covers latest trends, marketing news, economic developments, global marketing, holiday-related sales and online marketing, e-commerce, consumer demographics, business and personal travel-related news, trade shows and conferences, and incentives. Additionally, Chief Marketer provides news and analysis on specific marketing disciplines like CRM, direct mail, advertising and event marketing, as well as measuring ROI and improving customer service.

eMarketer
www.emarketer.com
eMarketer provides aggregated statistics, trends and analysis about e-business.  Its reports combine original analysis with aggregated numbers from leading sources worldwide. The eStat Database is the most comprehensive compilation of up-to-date Internet and e-business statistics in the world.

Blogs on Media and Advertising

Click Here To Download a
FREE Copy of the Complete
Laredo Group Internet Advertising
Resource List

Laredo Group Intelligent ROAS Calculator™

Stay on top of your advertising's Return On Investment with this handy ROAS calculator. The Return On Ad Spend calculator is actually 3 calculators in 1:

• ROAS Calculator  – run two scenarios against each other
• Reverse ROAS Calculator – compute backward from the actual number of conversions generated
• Media Buying Calculator – quickly determine Campaign Impressions, Total CPM, Total Media Cost and Effective CPM

For your convenience, the calculator will open in a separate window that you can keep handy on your desktop*, or you can download a version for either Mac or PC to your desktop.  

OPEN CALCULATOR

DOWNLOAD CALCULATOR

*In Internet Explorer, you may need to turn off your Pop-Up Blocker.

Laredo Group Course Evaluation Form

We value the opinions and input of all those who have taken our courses. The completed Evaluation Forms of tens of thousands of students over more than a decade of teaching has allowed Laredo Group to constantly improve the in-class experience and value of our curriculum. Please take a minute to download and complete our course evaluation form, noting the session(s) and date(s) you attended and are evaluating. You can fill it in as a Word document and e-mail it to us at training.seminars@laredogroup.com, or print it out, fill it in and Fax it to us at (954) 577-5720.

DOWNLOAD COURSE EVALUATION FORM