A01 chaf6542 06 se fm indd

Mass customisation 

The creation of tailored 

marketing messages or products for individual customers 

or groups of customers typically using technology to retain 

the economies of scale and the capacity of mass marketing 

or production.

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Glossary

Media multiplier or halo effect 

The role of one media 

channel on influencing sale or uplift in brand metrics. 

Commonly applied to online display advertising, where 

exposure to display ads may increase clickthrough rates 

when the consumer is later exposed to a brand through other 

media, for example sponsored links or affiliate ads. It may 

also refer to conversion rates on a destination site through 

higher confidence in the brand or familiarity with the offer.

Media Queries 

A styling approach within Cascading 

Style Sheets (CSS3) enabling the layout to change based on 

type of device at its scale.

Metamediaries 

Third parties that provide a single 

point of contact and deliver a range of services between 

customers and suppliers.

 Meta-  tags 

Text within an HTML file summarising 

the characteristics of the document. The most relevant 

to search engines are the  meta-  keywords tag used to list 

keywords relevant to the page and the content  meta-  tag, 

the description of which forms part of the listings snippet 

in the search results page. They are not used for ranking 

purposes in Google.