What words are commonly used in the advertising industry? What do you mean, respectively?

1.md-the supreme commander in the advertising company, translated into general manager in Chinese.

2.CD-creative director. The predecessor of CD is either a writer or an artist. Because of his rich experience and excellent creative achievements, he became a producer.

3. Deputy Creative Director of 3.ACD.

4. Customer Director-Customer Service Director.

5. Media Director-Media Director.

6.AD-production designer.

7. copywriter.

8.AE-customer service personnel.

9. visualization tool -illustrator < illustrator >.

10. Studio Manager-Painting Room Manager.

Complete artist-painter.

12. AE < account executive >-Budget executor, responsible for all business, concept, budget and advertising performance relationships between advertising agencies and advertisers.

13.cf commercials.

14. OS < Voice of OMT > Narrator in the commercial.

15.Pop When most consumers shop, advertisements at shopping points are also called storefront advertisements.

16.sp promotion.

17. Enterprise identification system.

18.ci enterprise identification.

19. The difference between CI and CIS is that in the United States, only CI was originally purchased, but in Japan, an "S" was added, which means that CI was organized, including EI, VI, BI and SI, and became a system.

20. Environmental identification.

2 1.cs customer satisfaction.

22.si store logo.

23.USP's unique sales proposition.

24.DM advertising letters, direct mail, advertisers send printed matter directly to specific objects by mail.

25.DM direct marketing, direct contact with consumers, such as advertising letters, personnel direct sales.

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Online advertising online advertising

Advertising agents can get commissions (agency fees) from the media, such as newspaper advertisements, radio advertisements, TV advertisements, cinema advertisements, outdoor advertisements, etc.

Account executive (AE) account manager

Professional titles of business personnel of advertising companies. Account managers are often responsible for the following tasks: 1, planning advertisements with customers and other internal departments, and conveying customers' demands to various departments; 2. Internal coordination; 3. Provide clients with advertising design drafts; 4. Supervise the implementation of relevant government advertising rules and regulations (regulatory matters); 5. Profit management (agent profit management). Account managers provide better services to customers by planning and coordinating the company's service departments.

customer service

Customer service is the central task of advertising companies, which shoulders the task of satisfying customers, establishing long-term cooperative relations and promoting the effective operation of internal work of advertising companies. Direct communication with customers is a function of advertising companies.

Advertising agency

Traditionally known as "advertising companies", that is, advertising operators mentioned in People's Republic of China (PRC) Advertising Law, generally have many functions and business departments.

campaign

Sometimes it is called "movement" or "fighting". Advertising activities include the following four key points: making appropriate sales information, conveying it to the audience in time, choosing the right time and using reasonable cost. After setting a measurable goal, advertisers formulate advertising strategies to achieve this goal, and then implement them in the market, including advertising planning, advertising production, sales and marketing.

Advertising department advertising department

It is divided into enterprise advertising department and media advertising department. The advertising manager of an enterprise is responsible for formulating, reviewing and implementing the advertising plan of the enterprise. Generally, he is also responsible for the specific work related to advertising. The advertising manager of the media is responsible for selling the layout of newspapers and periodicals, the time of radio and television, etc.

Airport advertising

Use the airport lounge and other venues and equipment in the airport to publish advertisements, including advertisements posted on signs.

Animation animation

The expressions, actions and changes of people and things are divided into many pictures, and then they are made into continuous actions through photography or computer technology and appear on the screen or TV screen. Animation advertising can give people a relaxed and happy feeling, but it should be suitable for the characteristics of products or services, such as children's products.

Appeal appeal

Advertising tells the target audience through the media to achieve the expected response. The appeal is to formulate some morality, motivation, identity, or persuade the audience to do something. There are three demands: rational, emotional and moral. The sentences used in the appeal should be very infectious.

area sampling

A form of group sampling. Divide the sample space by region, select a county, an administrative district, a block and other sampling areas to determine the survey object.

Audience audience

The people who accept advertisements are also the targets of advertisements. The audience or listeners contacted by any advertising media are different in quantity and characteristics, which need to be considered. These differences can make advertisements targeted.

Audience constitutes audience composition

The composition of the number, gender, age, occupation and economic status of the advertising media audience.

Audience share

According to any date or time period, the audience share is the percentage of the total audience who has seen the advertiser's advertisement. It can also be a certain proportion of the total audience of a certain TV channel.

audio visual advertising

More refers to TV commercials. Audio-visual advertising focuses on "watching", so advertising words should not be too long. Audio-visual advertising gives audience audio-visual enjoyment by expounding the advertising concept, so it has strong expressive force and appeal, wide media coverage, and has developed rapidly since its birth.

Circulation audit bureau sales audit bureau

19 14 was founded in the United States (ABC for short), and similar institutions have been established in many countries in recent years. The sales audit office consists of media (newspapers and magazines), advertisers and advertising agents. It reviews the sales of its members' publications to ensure that the data is correct, and then publishes them. All members can use the logo of the bureau, thus winning the trust of advertisers or advertising agencies in media sales.

Below-the-line, below-the-line

Various forms of advertising except online advertising. Such as promotional advertisements, shopping point advertisements (P.O.P advertisements), direct mail advertisements, and holding exhibitions and activities (responsibilities).

Billboard advertisement street sign advertisement

Advertisements posted or directly depicted on fixed road signs. Generally, it is painted on the street sign by hand with inkjet or paint.

Brand advertisement

The purpose of advertising product brands is to build brand loyalty and make consumers or users happy to identify or accept the brands in advertisements. Also known as product advertising.

brand preference

In the same commodity, consumers have a preference for a certain brand and specify to buy it. Mainly the satisfaction after use. Brand preference is also related to consumers' lifestyle and consumption habits.

Brand Guarantee Brand Persistence

When consumers buy a certain commodity, they specify a certain brand, which cannot be replaced by other brands. The premise is that the brand's products are of good quality, the advertisements are convincing and the consumers are satisfied after using them. Brand persistence is the highest goal of product advertising.

brand loyalty

It means that consumers have a special interest in a certain brand, so when they keep buying such products, they just recognize the brand and give up 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 used computers to match 26 English letters into various names. Some brands are world-famous, such as Clim and Kodak. A trademark name may be used as a registered trademark, but it shall comply with the provisions of the Trademark Law.

Brand share

The percentage of a certain brand of goods in the total sales of this kind of goods in the market. Also known as market share. In advertising planning, it is sometimes necessary to put forward the goal that advertising should increase the market share of goods.

Budget advertising budget

Advertising budget commonly used three methods:

1. sales percentage method companies arrange their promotion expenses with a specific sales volume or a percentage of sales volume (current or forecast). This method means that the advertising budget can change according to the difference of the company's affordability, and encourages the management to think about the relationship between promotion cost, sales price and unit profit as a premise. Because this method takes sales volume as the reason for promotion, it lacks certain logical basis.

2. Competitive parity method is also called "competitive equivalence method". Used to formulate the company's advertising budget according to the approximate advertising expenses of competitors. In fact, the company's reputation, resources, opportunities and goals are very different, so it is unscientific to take the other party's promotion budget as the standard.

3. The goal and task method requires managers to determine their specific goals, determine the tasks that must be completed to achieve this goal, and estimate the cost required to complete these tasks, so as to determine the advertising budget. In the budget law, the first two 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, which was put forward by R. H. Collet in a study by the National Association of Advertisers. DAGMAR method transforms various advertising goals into several easily measurable goals (in addition, advertising goals refer to specific communication tasks to be completed for specific audiences in a specific period). This method is a way to measure whether the advertising goal is achieved.

Bus stop sign advertisement

Advertisements on bus stop signs. People often pay attention to the name of the station when waiting for the bus, so they can usually pay attention to the advertisement.

Bus stop bus shelter advertisement bus shelter advertisement

Advertisements set up at bus stops. Generally designed in the form of awning, it is also used as the identification sign of the station to beautify the street.

buyer's market

In other words, the buyer's market is often a buyer-centered market. When there are more sellers and fewer buyers, the supply of goods exceeds demand, sellers compete to sell goods, and buyers wait and see, which often leads to a decline in commodity prices. The buyer is in a dominant position in the buyer's market.

Cinema advertisement

Copy TV commercials into movie copies and play them before the movie starts. The advertisement of large cinemas in China started at 1995.

classified advertisement

Advertisements according to different needs, such as recruitment, job waiting, renting, rent collection, loss reporting, enrollment, marriage, obituary, etc. Generally published in words.

Color separation

According to the principle of additive method, the color manuscript is made into a color separation manuscript on the negative with a color filter. After plate making and overprinting, the original color is restored on color printing paper according to the principle of subtractive color method.

Commission Commission

The media pays the advertising agency the service fee for advertising. Commission can be divided into explicit commission and implicit commission.

Community advertising community advertising

Advertisements aimed at residents and the public in the same community usually take the form of posters and leaflets, which can be used where there are community publications.

Competitive analysis

Direct competition;

Indirect competition;

Advantages and disadvantages of brand competition; Current and past competitive advantages and disadvantages in advertising themes and advertising and promotion expenses;

Whether the competitive advertising and promotion process is accepted by dealers and its influence;

Whether there are obvious weak links in the competition process;

Whether the geographical distribution of competitive costs is reasonable;

Do the sales team or the production department have any special comments during the competition?

The cost of each reaction, the cost of each reaction.

According to the total cost of the advertisement, the cost of each reaction of the advertising audience to the advertisement (such as sending coupons for printed advertisements or sending back filled coupons, etc.). ) is calculated. If several publications are used as media at the same time, letters must be used as distinguishing symbols in advertisements, so as to correctly calculate the reaction cost. This kind of signed advertisement is called keying advertisement.

Cost per thousand people

The cost of a media or media advertising schedule reaching 1000 people. CPM for short. Advertisers choose media by comparing the media cost per thousand people. The formula is as follows: price per thousand people = (15s advertising expenses ÷ number of people arriving (11500000000 ÷ packing rate)) × 1000. Among them, the number of arrivals should be statistically revised according to the nature of the audience.

coupon

You can enjoy a discount when you go to the store to buy a coupon for a product. Discount coupons can attract consumers to buy again. The general discount is 15 ~ 20% of the retail price. It is one of the tools for commercial promotion.

Coupon advertisement

There is a coupon attached to the advertisement, and readers can cut it out and send it to the designated place to get instructions or samples.

coverage area

The range of media distribution or influence, that is, its width. The percentage calculation of the number of people (or families) covered by general media is called coverage area. Coverage is one of the methods to measure the effectiveness of media.

Creative advertising company

Advertising agents specialize in advertising creativity. They write copywriting for all kinds of advertisements of various customers, conceive and write advertisements, and plan advertisements for customers. Some advertisers entrust creative work to such advertising agencies in order to achieve better advertising results.

Cumulative audience

A medium, or a specific medium, or a specific number of advertisements can be contacted by different people (or families) at least once.

Cut in when inserting

Insert advertisements into the program and play them. Radio stations and TV stations have their own rules on whether to allow commercial breaks.