A

above-the-line advertising Online advertising

Advertising agencies can obtain commissions (agency fees) from the media, such as newspaper advertisements, Radio advertising, TV advertising,

cinema advertising, outdoor advertising, etc.

Account executive (AE) account manager

The professional title of the advertising company’s business personnel. Account managers are often responsible for the following tasks: 1. Cooperate with customers and other internal departments to plan advertisements (planning) and convey customer demands to various departments; 2. Internal coordination (coordination); 3.

Provide advertising design drafts to customers; 4. Supervise the implementation of government advertising rules and regulations (regulatory

matters); 5. Profit management (agency profit management). Account managers provide better service to customers by planning and coordinating the company's service departments.

account service Customer service

Customer service is the central job of an advertising agency. It is responsible for satisfying customers, thereby establishing long-term cooperative relationships, and

promoting The tasks within an advertising agency to run effectively. It is a function for advertising agencies to communicate directly with clients.

advertising agency Advertising agency

It is customarily called "advertising agency", which is the advertising operator referred to in the "Advertising Law of the People's Republic of China", generally set up

There are many functions and business units.

advertising campaign

Sometimes called a "campaign" or "campaign". Advertising activities include the following four key points: creating appropriate sales messages, delivering them to the audience in a timely manner, choosing the right time, and using reasonable costs. After the advertiser sets a measurable goal,

formulates an advertising strategy to achieve this goal, and then executes it in the market, including: advertising planning, advertising production, sales and

Marketing etc.

advertising department Advertising department

It is divided into corporate advertising department and media advertising department. The company's advertising manager is responsible for formulating, reviewing and implementing the company's advertising

plan. They are generally responsible for specific work related to advertising. The advertising department manager of the media is responsible for selling space in newspapers and magazines,

time on radio and television, etc.

airport advertising Airport advertising

Use the airport waiting room and other various venues and equipment in the airport to produce and publish advertisements, including on signage

Ads created on.

Appeal

Advertising speaks to the target audience through the media in order to achieve the desired response. An appeal is to develop a moral, motivation, identity, or reason to convince the audience that they should do something. There are three categories of appeals: rational, emotional and moral.

The sentences used in the appeal should be highly contagious.

area sampling

A form of group sampling. The sample space is divided by region, and a certain sampling area is selected, such as a county, an administrative district, or a block, from which the survey objects are determined.

Audience audience

The public who accepts advertising is the target of advertising. Audiences or listeners reached through any advertising medium vary in size

and characteristics that need to be taken into account. These differences allow advertising to be more targeted.

audience composition

The composition of the advertising media audience in terms of number, gender, age, occupation, economic status, etc.

audience share Audience share

According to the percentage of the audience that sees the advertiser's advertisements to the total audience on any date or time period, it is the audience share. Also

could be a percentage of a TV channel's total audience.

Audio-visual advertising Audio-visual advertising

Mostly refers to TV advertising. Audio-visual advertising is mainly based on "visual", so the advertising words cannot be too long. Audiovisual advertising gives the audience visual and auditory enjoyment and explains the advertising proposition. Therefore, it has strong expressiveness and appeal, and has wide media coverage. It has developed a lot since its birth

quick.

Audit Bureau of Circulation

It was founded in the United States (abbreviated as ABC) in 1914. In recent years, many countries have successively established similar institutions.

The Sales Audit Bureau is composed of media (newspapers, magazines), advertisers and advertising agencies. It audits the sales of its members' publications. to ensure that the data is correct and then published. All members can use the bureau's logo, thus winning the trust of advertisers or advertising agencies in media sales.

Animation

The expressions, movements, changes, etc. of people and objects are drawn into many pictures in segments, and then photography or computer technology is used to make them

It is a continuous action that appears on the screen or TV screen. Animated ads can give people a light-hearted feel, but when used

should be suitable for the characteristics of the product or service, such as children's products.

B

below-the-line advertising offline advertising

Various forms of advertising other than online advertising. Such as sales promotion advertising, P.O.P advertising, direct mail advertising, including holding exhibitions and launching A certain activity (sponsorship), etc.

billboard advertising

Advertising posted or directly depicted on fixed street signs. They are usually painted on street signs by hand using spray painting or paint.

Brand advertising

Advertising that promotes product brands, aiming to build brand loyalty (brand loyalty) so that consumers or users are willing to recognize it

Or accept the brand name advertised. Also known as product advertising.

Brand preference

In the same category of goods, consumers have a preference for a certain brand and designate it for purchase. The main reason is the feeling of satisfaction after use. Brand preference is also related to consumers' lifestyle and consumption habits.

Brand insistence

Consumers specify a certain brand when purchasing a certain product, and other brands cannot be substituted. The prerequisite is that the brand's

products are of good quality, the advertising is persuasive, and consumers are satisfied after use. Brand persistence is the highest goal of product advertising.

Brand loyalty Brand loyalty

Refers to the fact that consumers have a special preference for a certain brand, so when they continue to purchase such products, they just recognize the brand and buy them

< p>Abandon trying other brands.

brand name product name

The name of the product is the "brand name". A good brand name must be concise, easy to read, easy to remember, and easy to write. There are professional organizations in the United States that name products. They use computers to combine 26 English letters into various names. Some brands are famous in the world, such as Klim, Kodak, etc. Brand names can be used as registered trademarks, but they should comply with

the provisions of the Trademark Law.

Buyer’s market Buyer’s market

Also known as buyer’s market. It is a buyer-centered market. When there are more sellers and fewer buyers on Gaoming, the supply of goods exceeds demand. Sellers

compete to promote goods and buyers adopt a wait-and-see attitude, which often leads to a drop in commodity prices. In a buyer's market, the buyer is in a dominant position.

Banner

A banner ad, a picture showing the content of a merchant's advertisement, is placed on the advertiser's page and is the most

basic form of advertising in Internet advertising. , the size is 480*60 pixels, or 233*30 pixels, generally using image files in GIF format.

Static graphics can be used, or multiple frames of images can be spliced ??into animated images. In addition to the ordinary GIF format, the emerging Rich

Media Banner (Rich Media Banner) can give Banner stronger expressiveness and interactive content, but generally requires

the browser used by the user Plug-in support (Plug-in). Banner is generally translated as banner advertisement, banner advertisement, horizontal banner advertisement, etc.

Brand share

The percentage of a certain brand of goods in the market to the total sales of this type of goods. Also called market share (market share

). In advertising planning, sometimes the goal of advertising is to increase the market share of the product.

Budget advertising budget

There are three commonly used methods of advertising budget:

1. Percentage of sales method (percentage of sales method) The company uses a specific sales volume Or arrange their promotional expenses as a percentage of sales (current or forecast). This approach means that advertising budgets can

change due to differences in company affordability, and encourages management to think in terms of the relationship between promotional costs, sales prices and unit profits

. Because this method regards sales as promotion, it lacks a certain logical basis.

2. Competitive parity method (competitive parity method), also known as "competitive parity method". The company's advertising budget is formulated based on the approximate advertising costs of competitors

. In fact, the company's reputation, resources, opportunities and goals are very different, so it is not scientific to use the other party's promotion budget as a standard.

3. The objective and task method requires managers to clarify their own specific goals

, determine the tasks that must be completed to achieve this goal, and estimate the completion of these The cost required for the task determines

the advertising budget. The first two budget methods are suitable for the advertising budget of existing products, and the third is more suitable for the advertising budget of new products.

4. DAGMAR theory (Define Advertising Goals for Measured Advertising Results) is

a theory of setting advertising goals and measuring advertising effects, developed by R.H. Collet at the National Association of National Advertisers Proposed in a study

. The DAGMAR method converts various advertising goals into a number of easily measurable goals (in addition, advertising goals refer to specific communication tasks to be completed for a specific audience within a specific period). This method is a high-level measure of whether

advertising goals have been achieved.

Bus stop pillar advertising

Advertising on the bus stop sign. People tend to pay attention to the station name when waiting for the bus, and they can usually notice the advertisements.

Bus stop shelter advertising

Advertising set up at bus stop. Generally designed in the form of awnings, they also serve as station identification signs and

beautify the streets.

Button

In fact, it is an advertising form evolved from banner advertising. The graphic size is smaller than that of banner. Generally it is 120*60

pixels, or even smaller. Due to the small size of graphics, they can be placed more flexibly anywhere on the web page.

C

Clicks

Number of clicks: A visitor visits the manufacturer's webpage by clicking on a banner ad, which is called a click. Clicking on this ad,

It means that he is interested in the advertisement and hopes to get more detailed information. Click rate

The ratio of the number of times an ad is clicked to the number of times the ad is viewed. That is, click/impression. If this page appears ten thousand times, and the number of clicks on the advertisement on the web page is 500, then the click-through rate is 5%. At present, the click-through rate in Asia Pacific

p>

The average rate is 1.5%. Click-through rate can accurately reflect the effectiveness of advertising and is also a sign of the attractiveness of online advertising.

CPM

cost per thousand impressions (cost per thousand): that is, the cost for the advertiser to purchase 1,000 ad views

or the ad is viewed by 1,000 people to the required fees. For example, if the unit price of an advertising banner is $1/CPM

, it means that every thousand people who see this banner will charge $1, and so on, for 10,000 visits

Page is $10.

D

Demands

The ability and willingness to purchase a product. When consumers have the purchasing power, desire is transformed into demand. There are many high-end products that many people dream of, but only a few people have the ability to purchase. Therefore, manufacturers need to estimate how many people want this product, and also how many people are actually willing and able to buy it.

Demonstration

In sales, follow the description of the product being promoted and perform suggestive or simulated operations on its functions.

For products that cannot be demonstrated directly, video screening can be used. Store salespeople can also use demonstration methods to sell products, such as half-draping clothing on themselves to let customers see the effects of colors and patterns.

Diary survey Diary survey

One of the primary data collection methods. Distribute a pre-prepared diary and ask housewives or special guests to write down the quantity and brand of goods they purchased during a period of time, which will be collected by the entrepreneur to count the number of purchases by consumers. Frequency

and the brand of the product purchased. In foreign countries, the diary survey method is also used to investigate consumers' viewing or listening to advertisements.

Direct mail (DM) Direct mail

It is not only a method of direct marketing, but also one of the main forms of advertising. In the United States, advertising expenditures for direct mail accounted for 19.3% of all advertising expenditures in 1991, second only to newspaper advertising and television advertising. Mainly direct mail various forms of printed matter

, such as letters, leaflets, booklets and other materials, such as order forms

(order form )wait. In many foreign homes and offices, mailboxes are filled with mail every day, which is called junk mail. For this reason, direct mail prints must be carefully designed. If they are not attractive, they will be thrown into the trash by the recipient.

Direct mail (DM) advertising Direct mail advertising

A form of advertising that sends advertising products based on a pre-prepared list. Advertising materials sent by mail include booklets (booklets or

brochure), catalogs (catalogs), advertising letters (advertising letters or sales letters), etc.

For this type of advertising to be effective, the distribution list must be carefully prepared and updated in a timely manner according to the situation.

direct-response advertising

Direct-response advertising is any paid advertisement that is intended to elicit a direct response, such as by attaching a receipt to the ad.

Consumers can obtain product samples, instructions, catalogs, etc. by cutting out the receipt and sending it to the manufacturer. Various

media can be used, especially direct mail advertising (direct mail advertising) and newspapers. Direct response advertising agency Typical direct response advertising agency businesses include: designing advertising campaigns for mail order stores, promoting magazine subscribers, Organizing business trips, designing newspaper inserts (o

ff-the-page offer), etc. And undertake the design of various postal advertisements. Make.

Discount

Advertising media modifies its basic price to give advertisers certain price discounts. Different discounts are given according to different situations

The types are: cash discount (cash discount) quantity discount (bulk discount) frequency discount (freq

uency discount)

< p>domestic market Domestic market

In terms of the geographical coverage of the market, the target market is located in the country, and the consumers of products or services are domestic institutions or individuals.

Duplicated audience

Also known as "overlapping audience". Refers to the repeated portion of individuals (or families) in certain media audiences

in a specific media combination. Often refers to print media.

E

Exchange advertising

Two or more advertising media publish advertisements for each other without incurring advertising expenses. . Advertisements

Publication status must be equal and interchangeable. If an advertisement from a newspaper is published in a periodical and at the same time an advertisement from a periodical is published in a newspaper

Both parties will determine the advertising status according to their respective advertising prices and will no longer pay advertising fees.

Export advertising Export advertising

Advertising for export goods is published in the advertising media of the country where the goods are imported. Before exporting advertising, you must conduct

market and media surveys to understand the advertising management regulations of the relevant country, the practices of the advertising industry, and the cultural traditions and customs of the local nation. The copywriting of this type of advertisement must conform to the language habits and psychological characteristics of the local people.

F

Frequency

The number of times a viewer sees the same advertisement. Advertisers can improve advertising effectiveness by limiting this number of times.

Frequency

The number of times an ad is played within a period of time.

Full service advertising agency Full service advertising agency

Large and medium-sized advertising agencies that can be responsible for implementing the entire advertising campaign. They may have subsidiaries or collaborative units that conduct market research, public relations, or business promotion work for them.

fixed day specified date

The specified date or time for publishing the advertisement. The media also has a closing date and a closing time. When media advertising is crowded, there will be competition for availability.

free advertising

Unpaid advertising. For example, public service advertisements are designed by advertising agencies for free, and media units provide the version or time for free.

free-standing insert advertisement

A single or multi-page advertisement inserted into a publication and issued at the same time as the publication. There are single-color advertisements and multi-color advertisements.

This type of advertisement can be produced more beautifully than newspaper advertisements.

G

gift advertising

An advertisement that uses gifts as a call to promote product sales. Advertisements that offer samples can also be included in this category.

global brand Global brand

Products that use the same name and trademark design all over the world, such as Coca-Cola in the United States.

H

Hard-sell advertising Hard-sell advertising

Advertising centered on sales and services, clearly stating one's position, and promoting the product itself and promotion Efforts are meant to stimulate consumers' desire to buy and put this desire into practice.

I

image advertising Image advertising

Advertising specifically designed to establish a corporate image, with the purpose of increasing the understanding and support of the company from all walks of life. Japan calls it "impression advertising".

impact advertising

Advertising that attracts people's attention and leaves a strong impression. But it must be expressed in a healthy way.

inadequate advertising Inappropriate advertising

Advertising that violates the provisions of the "Advertising Law of the People's Republic of China" is inappropriate advertising and should be eliminated as much as possible.

Impression

That is, the number of views of the advertisement. The statistics on the counter are the Impression of the web page. The advertiser hopes that his ad will be seen by 100,000 people.

Inflight advertising

Advertisements for various entertainment and services provided to passengers during flights, such as radio and TV news clips and advertising gifts.

insert

Advertising printed matter sandwiched in newspapers and periodicals. Catalogs can also be inserted into newspapers as inserts. This form is also called a flyer.

insertion order

The advertiser or advertising agency submits an order to the media for advertising, also known as an "insertion order". The release sheet should specify in detail

the location, time, size, frequency, etc. of the advertisement release, and submit it to the media together with the advertisement draft, drawing (or TV film)

.

J

Job press parts printing

Spread out the sporadic printing, and staple it twice or three times from the back in the middle of the seam. Commonly used for printed matter or

magazines with a small number of pages.

Justify full page

After the ad text is formatted, adjust the rows and columns of the words to match the desired length and align the uneven right edges.

K

Key media problem The main problem of the media

It is the general outline of the media part, explaining what are the main problems in choosing media based on the market situation.

Key word

Words that focus on the advertising text. It is the most important word in the entire advertising copy and is the key to making the copy effective

, so it must be chosen carefully.

L

Lamp post advertising Lamp post advertising

Advertisements placed on lamp posts include posters and durable enamel boards.

Large-scale advertising

It often refers to an advertising campaign that lasts a long time, has high advertising costs or a large number of media included in the media plan

Announcement. It can simply refer to advertising that displays a huge scale.

Layout composition layout

life-cycle analysis Life cycle analysis method is an analysis and prediction of product growth rate based on the S curve.

Sales forecasts suitable for products at different stages of the S-curve require data; annual sales of the product or similar products

local (regional) advertising regional advertising

Advertisements released in a certain area use regional advertising media. Such as local department stores or other retail stores

, advertising in local newspapers, TV stations, radio stations, and local outdoor advertising and traffic advertising, etc. Japan

This is called "regional advertising".

logotype, logo mark

A mark that represents characteristics, such as newspapers, trade names, etc. Also called logos in the advertising industry. Patterns or words that serve as a specific logo for a company or product are registered as trademarks.

Light box advertising

The outer frame of the light box is aluminum alloy or stainless steel, the box surface is made of plexiglass, and a fluorescent tube or neon tube is installed inside. The picture is usually

Photographic film. Set up at the entrance of a store or inside a store, as well as in public places and on both sides of roads and overpasses. The new type of flexible light box changes the traditional light box's poor daytime effect and eliminates the shortcomings of monotonous images and text glyphs. With its realistic image

display, rich glyphs, No matter day or night, it shows a unique decorative effect with bright colors and strong texture

. Using the manufacturing technology, materials and processes of flexible light boxes, not only can a giant light box covering the entire wall be made into a building

, but it can also be made into a physical model that does not discolor for several years and is easy to transport. , easy to install, not easy to wear and flame retardant.

Widely used in banks, supermarkets, fast food restaurants, gas stations, etc., it has become a new form of store facade decoration.

M

magazine advertising

An advertisement published in a magazine. Magazines can be divided into professional magazines, trade magazines, consumer magazines, etc. Since the readers of various magazines are relatively clear, they are a good medium for advertising various professional products. Magazine advertisements published on the second cover, third cover, fourth cover and middle cover

Generally printed in color, the paper quality is also better, so the expressiveness is stronger, which is difficult to compare with newspaper advertisements. Magazine advertisements can also

use more space to convey detailed information about the product, which is not only conducive to consumers' understanding and memory, but also has higher

preservation value. The disadvantages of magazine advertising are: narrow scope of influence. Due to the long publishing cycle of magazines, it is difficult to transmit economic information in a timely manner.

mail order advertising

An advertisement published in a mail order catalog. One form is for the mail order store to mail or distribute the mail order catalog to the customer. The customer remits the payment to the mail order store according to the product number and price in the catalog. The store will send it to the customer after receiving it. commodity.

These types of mail order catalogs are available in volumes, and there are also zero-page ones that are sent quarterly according to the season. Advertising in the former generally requires a fee,

most of the latter are free.

Mail survey Mail survey

Send a pre-designed questionnaire (also known as questionnaire, questionnaire) to the survey respondents and ask them to fill it out and send it back

. This form is the best approach to take when the interviewee is unwilling to be interviewed and his or her responses may be misinterpreted by the interviewer. The questionnaire must be concise and the questions clear. Mailed questionnaires generally have lower response rates and slower recovery times.

mailing list mailing list

Direct selling requires the preparation of a mailing list.

The list of destinations can come from telephone directories, business directories, the list of the company's customers, and

returns to instructions for request in advertisements. You can also collect membership lists of various associations and subscriber lists of newspapers and magazines. Overseas

Some member lists and subscriber lists can be purchased for a fee.

Maintenance advertising Maintenance advertising

After large-scale advertising, ads with a less prominent position or shorter duration are published to keep consumers or users interested in the large-scale advertising

Impressions that mimic advertising content.

Margin

Print advertisements (such as newspaper advertisements) should leave a certain margin around the advertisement when typesetting, so that it can be visually effective

achieve good results. If there is no white space and the advertisement fills the page, it is called "bleed".

market research market research

market segmentation market segmentation

Also known as market segmentation, market segmentation or market division. In order to better meet the growing material and spiritual needs of consumers

in their market operations, companies generally need to divide the market into groups with specific consumers based on certain standards

Focus on smaller markets. Market segmentation is the prerequisite for enterprises to formulate marketing strategies and select target markets. Factors such as economic form, geographical environment, consumer personality, and purchasing behavior are usually used as criteria for division, thereby targeting thousands of

Segment the market composed of consumers.

Media buying

After the media plan is approved by the client, the space or time is ordered from the media used.

media department

media evaluation

The person responsible for media evaluation is generally called a media planner. Media planners develop media plans for advertising through evaluation and selection.

Advertising agencies need to collect a variety of information about alternative media, and sometimes need to provide specialized services in media information for specific clients or industries

Media units in developed countries also take the initiative to provide information about readers, viewers, and listeners, and print them into media kits for free to advertising agencies and advertisers. Media planners should evaluate and verify these

data.

media mix

In the same media plan, the use of two or more different media is called a media mix.

The synergy produced by media combination is far greater than the sum of the individual media.

Media objectives

It is the relationship between the media and the entire marketing and advertising plan:

The target market to be reached through the media;

< p>Available budget;

Necessary reach and frequency of advertising;

Persistence on a yearly or monthly basis;

Necessary flexibility;

The relationship between media and creativity

media recommendations Media introduction

A detailed and correct list of available media, If the medium used is original, necessary explanation

is required.

media research

The purpose of media research is to find the best way to convey the expected number of exposures or cost-effectiveness to target customers, that is, to carry out the introduction correctly

choose. To this end, it is necessary to investigate various media such as newspapers, magazines, street signs, television, movies, and radio.

From their circulation (number of viewers or ratings), main reading objects, and the characteristics of audio-visual viewers Age, cultural level,

income, the geographical coverage that the agency can achieve, etc. should be considered, combined with the specific circumstances of the enterprise, such as advertising goals, advertising budget, target customers' Confirm and analyze and screen the media that are the subject of investigation.

Media service Media service

Media is the advertising carrier through which advertisements are read, seen or heard by the audience. Advertising goals are effectively achieved through the media. Advertising

The media services provided by agencies include: 1. Evaluation of media; 2. Selection of media; 3. Providing clients with appropriate

media combinations and strategic plans.

Media strategy

Includes specific issues in the media plan, such as choosing a medium, explaining the reasons for the choice, and related to the media objectives

.

Media strategy includes the following aspects:

Category of selected media (such as television or magazines);

Allocate advertising budget to regions;

Allocate budget to the media (amount and percentage of the total);

Allocate the budget to monthly, quarterly, and yearly;

The desired reach and frequency levels on a monthly or quarterly basis; < /p>

Hope to achieve effective reach and frequency in a specific month;

Primary and secondary and the size of the target market;

Strategic Measurement of the target;

Necessary measurement of the region;

If necessary, the calculation of the price per thousand people;

Description of the media unit (such as 30 or 60 seconds, full page or less than full page);

Criteria for selecting or scheduling releases;

Describe the relationship to competitors, especially a major brand;

p>

Explanation of the basic principles of each strategy.

Moving icon

Flying button ads can design "flying" trajectories according to the advertiser's requirements and combined with the characteristics of the web page to enhance the exposure of the ad

Rate.

N

national advertising National advertising

Advertising carried out across the country uses national advertising media. Advertisers who use national advertising are called nationa

l advertiser.

neon light advertising Neon light advertising

Neon lights are made of glass tubes and bent into various words and patterns according to design requirements, and then copper is prepared at both ends of the glass tube

< p>Electrode, various inert gases such as neon and argon are poured into the tube. After being connected to the high-voltage power supply, it emits light of various colors. It is one of the main forms of outdoor advertising. It can also add color and dynamics to the night. . Large neon lights (or light bulbs) are called spectacular.

newspaper advertising

Advertising published in newspapers. Newspaper is a print-medium. It is characterized by high frequency of publication

, large circulation volume, and fast information transmission, so newspaper advertisements can be released widely and in a timely manner. Newspaper advertisements are mainly text and pictures

They need to be visually stimulating, unlike other advertising media, such as television and commercials, which are limited by time. Moreover, newspapers can be read repeatedly

and are easy to save. Due to the paper quality and printing process of newspapers, the appearance, style, and color of products in newspaper advertisements cannot be ideally reflected.

O

outdoor advertising

Advertising set up outdoors, such as street sign advertising, neon advertising, light box advertising, etc. There are also forms of advertising towers and advertising pillars abroad. In the United States, it is currently called out-of-home advertising. In modern society with the rapid development of science and technology, outdoor advertising is a hot spot for the introduction of new technologies, new materials, and new processes, and has become a kind of art that beautifies the city and is an important part of urban business.

A sign of the degree of economic development of a product and a person’s spiritual outlook and cultural quality.