Tell me what you know about 4A advertising company.

A

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 Manager (AE): Account Manager, the title of advertising company. 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. Enterprise advertising manager is responsible for the formulation, review and implementation of enterprise advertising plan. 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.

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.

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.

B

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.

buyer's market

Or a buyer's market. This is 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 the decline of commodity prices. The buyer is in a dominant position in the buyer's market.

flag

Banner ads, that is, pictures showing the contents of businesses' advertisements, are placed on advertisers' pages, which is the most basic advertising form in Internet advertising. Its size is 480*60 pixels, which is 233*30 pixels. Generally, it is an image file in GIF format, which can be spliced into an animated image with static graphics or multi-frame images. In addition to the common GIF format, the emerging Rich MediaBanner can give banners more expressive force and interactive content, but it generally needs the support of browser plug-ins used by users. Banner is generally translated into banner advertisements, banner advertisements and so on.

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.

button

In fact, it is an advertising form evolved from banner advertising, and the graphic size is smaller than banner advertising. General 120*60 pixels.

Even smaller. Because the graphic size is small, it can be placed anywhere on the web page more flexibly.

C

click

Number of clicks: visitors visit the manufacturer's web page by clicking on the banner advertisement, which is called clicking. Clicking on this advertisement shows that he is interested in advertising and hopes to get more detailed information. Click-through rate The ratio of the number of clicks on an advertisement to the number of times the advertisement is viewed. That is, click/impression. If this page appears 10000 times, the advertisement on the page is clicked 500 times, and the click rate is 5%. At present, the average click rate in the Asia-Pacific region is 1.5%. The click-through rate can accurately reflect the advertising effect, and it is also a sign of the attractiveness of online advertising.

Cost per thousand (cost per thousand)

Cost per thousand impressions: that is, the cost for advertisers to buy 1 000 advertisements or the cost for advertisements to be seen by 1 000 people. For example, the unit price of an advertising banner is /CPM, which means that every 1000 people will accept it, and so on. 10000 people's homepage is.

D

Demand demand

The desire to be able and willing to buy products. When consumers have purchasing power, desire will be transformed into demand. There are many high-end goods that many people dream of, but only a few people have the ability to buy them. Therefore, manufacturers should estimate how many people want this product, and also know how many people are really willing and able to buy it.

Demonstration demonstration

In the promotion, according to the description of the promoted product, function prompts or simulations are carried out. For products that cannot be directly displayed, the method of displaying video can be adopted. Shop assistants can also promote products by demonstration, such as putting cloth on themselves, so that customers can watch the clothing effect of colors and patterns.

Diary investigation

One of the ways to collect raw data. Distribute a pre-edited diary for housewives or special guests to write down the quantity and brand of goods they bought in a period of time, which will be recycled by entrepreneurs to count the frequency of consumers' purchases and the brands of goods they bought. In foreign countries, diary surveys are also used to investigate consumers' watching or listening to advertisements.

Direct mail (DM) direct mail

It is not only a way of direct selling, but also one of the main forms of advertising. In the United States 199 1 year, the advertising cost of direct mail accounts for 19.3% of the total advertising expenditure, second only to newspaper advertisements and TV advertisements. Mainly direct mail various forms of printed matter, such as letters, leaflets, brochures and other materials, such as orders. In foreign countries, the mailboxes of many families and offices are full of mail every day, which is called spam. For this reason, the printed matter sent by direct mail must be carefully designed, and if it is not beautiful, it will be thrown into the garbage bin by the recipient.

Direct mail (DM) advertising Direct mail advertising sends advertising forms according to a pre-prepared list. Mail advertisements include brochures (brochures or brochures), catalogues and advertising letters (advertising letters or sales letters). In order to make this kind of advertisement effective, the distribution list must be carefully compiled and updated in time according to the situation.

Direct response advertising

Direct reply advertisement is any paid advertisement, which is intended to induce direct reply. For example, if a receipt is attached to an advertisement, consumers can cut it out and send it to the manufacturer to get samples, brochures, catalogues and so on. You can use all kinds of media, especially direct mail advertisements and newspapers. Direct reply advertising agency The typical business of direct reply advertising agency includes: designing advertising activities for mail order stores, promoting magazine subscribers, organizing business trips, and designing cross-page discounts for newspapers. And undertake the design of various postal advertisements. Make.

Discount discount

Advertising media modify its basic price and give advertisers certain price concessions. Give different types of discounts according to different situations: cash discount, bulk discount and frequency discount.

home market

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

Repeated audience

Or "overlapping audiences". Refers to the repetition of individuals (or families) in a specific media combination and in a specific media audience. Usually refers to the printed media.

E

Exchange ads. Exchange ads.

Two or more advertising media publish advertisements with each other, and no advertising expenses are incurred. Advertising status should be exchanged equally. If newspaper advertisements are published in periodicals and periodical advertisements are published in newspapers and periodicals at the same time, both parties shall determine the advertising status according to their respective advertising prices, and no advertising fees shall be paid.

Export advertisement

Advertisements for export commodities are published in the advertising media of commodity importing countries. Before exporting advertisements, we must conduct market and media surveys to understand the advertising management regulations and advertising practices of relevant countries and the cultural traditions and customs of local ethnic groups. The manuscript writing of such advertisements should conform to the language habits and psychological characteristics of local people.

F

frequency

The number of times the audience watched the same advertisement. Advertisers can improve the advertising effect by limiting this number of times.

Frequency frequency

The number of times the advertisement is played in a period of time.

Full-service advertising company

Be responsible for the implementation of the entire advertising activities of large and medium-sized advertising agencies. They may have affiliated institutions or cooperative units to conduct market research, public relations or business promotion for them.

appointed day

The specific date or time of the advertisement. Media also have deadlines and deadlines. When media advertisements are crowded, there will be competition for usability.

Free advertising, free advertising

Free advertising. For example, public service advertisements are designed by advertising agents for free, and media units provide editions or time for free.

Stand-alone inserted advertisement folder advertisement

A single-page or multi-page advertisement inserted into a publication and published at the same time as the publication. There are monochrome advertisements and multicolor advertisements. This kind of advertisement can be more elaborate than newspaper advertisement in production.

G

advertising gift

Advertising to promote products with gifts as a call. Advertisements that give away samples also belong to this category.

Global brand global brand

Goods with the same name and trademark design are used all over the world, such as Coca-Cola in the United States.

H

Hard sales advertisement

Sales and service-oriented advertisements clearly state their positions, and the propaganda content is the product itself and the promotion intensity, aiming at stimulating consumers' desire to buy and putting this desire into practice.

I

Image advertisement

Advertisements specially designed to establish corporate image are aimed at enhancing the understanding and support of enterprises from all walks of life. Japan calls it "impression advertisement".

An influential advertisement.

An advertisement that attracts people's great attention and leaves a deep impression. But its expression must be healthy.

Inappropriate advertisement

Advertisements that violate the provisions of the Advertising Law of People's Republic of China (PRC) are improper advertisements and should be eliminated as far as possible.

impression

That is, the number of times the advertisement was viewed. The statistics on the counter are the impression of the web page. Advertisers want their advertisements to be seen by 654.38 million+people, that is, 654.38 million+impressions.

Advertising in flight

Advertisements issued by various entertainment and services provided to passengers during the flight, such as radio and television news clips and advertising gifts.

Insert plug-in

Advertising printed matter sandwiched in newspapers and periodicals. A table of contents can also be inserted into a newspaper as an insert. This form is also called a leaflet.

Advertising order

Advertisers or advertising agents send instructions to the media to publish advertisements, also called "press releases". This advertisement should be detailed in the press release.

State, time, size, frequency, etc. And send it to the media together with the advertising draft, painting draft (or TV movie).

J

Printing machine parts printing

The printer prints sporadically, and the staple is used two or three times from the back in the middle of the seam. For printed matter or magazines with fewer pages.

Commonly used.

Full page alignment

After typesetting the advertising text, adjust the arrangement of the text to meet the required length and align with the uneven right edge.

K

Key media problems, major media problems.

It is the general outline of the media part, explaining what is the main problem of choosing media according to market conditions.

Keyword head

Focus on the words of advertising draft. It is the most important word in the whole advertising manuscript, and it is the key to make the manuscript effective, because

This must be carefully chosen.

L

Dengzhu advertisement

Advertisements placed on lampposts include posters and durable enamel brands.

Large-scale advertisement

Often refers to advertisements with long advertising activities, high advertising costs or a large number of media in the media plan.

It can simply refer to large-scale advertisements.

Layout composition layout

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

Measurement, which is suitable for the sales forecast of products at different stages of S curve, needs data; Annual sales of products or similar products.

Local (regional) advertisement

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

Local newspapers, TV stations and radio stations publish advertisements, and do outdoor advertisements and traffic advertisements locally. Japan calls it "land"

Domain name advertising ".

Mark, sign

Symbols representing characteristics, such as newspapers and periodicals, brand names, etc. Advertising is also called logo. As a specific symbol of an enterprise or product.

Patterns or words are registered as trademarks.

light-box ad

The outer frame of the light box is aluminum alloy or stainless steel, the box surface is plexiglass, and fluorescent tubes or neon tubes are installed inside to take pictures at ordinary times.

Movies. Set in front of or in the store, as well as on both sides of public places, roads and interchange roads. New flexible light box

It has changed the shortcomings of the traditional light box, such as poor daytime effect, monotonous images and words, and displayed and enriched with its vivid image.

No matter day or night, its bright colors and strong texture show unique decorative effects. With flexible light box

Manufacturing technology, materials and technology can not only be made into a giant light box covering the whole wall, but also be made into a whole with the building.

Physical model, and several years does not change color, easy to transport, easy to install, not easy to wear, flame retardant. Widely used in banks and supermarkets.

Fast food restaurants, gas stations, etc. , has become a new form of store facade decoration.

M

magazine advertising

Advertisements in magazines. Magazines can be divided into professional magazines and trade magazines (

Trade magazines), consumer magazines, etc. As readers of various magazines know better,

It is a good medium for all kinds of professional commodity advertisements. Magazine advertisements are usually in color on the second cover, the third cover, the fourth cover and the middle side.

Color printing, paper quality is better, so it is more expressive, which is unmatched by newspaper advertisements. Magazine advertisements can also be used more often.

Space to convey detailed information of goods is not only beneficial to consumers' understanding and memory, but also has high preservation value. magazine

The disadvantage of advertising is its narrow influence. Due to the long publishing cycle of magazines, it is difficult to transmit economic information in time.

mail order advertising

Advertisements in mail-order catalogs. One form is that the mail order store issues or distributes the mail order catalogue to customers, who can order according to the order.

Record the commodity number and pricing, remit the payment to the mail order store, and the store will send the goods to the customers after receiving it. The purpose of this mail order

Some are recorded in books, and some are distributed in seasonal pages. Generally, the former charges for advertising, while the latter is mostly free.

It costs money.

Mail survey

Send a pre-designed questionnaire (also called questionnaire) to the respondents and ask them to fill it out and send it back.

This form is the best way when the interviewee is unwilling to be interviewed and his reaction may be misunderstood by the interviewer.

. The questionnaire must be concise and the questions must be clear. The recovery rate of mailing questionnaires is generally low and the recovery time is slow.

Mailing list publishing

Direct selling needs to prepare a mailing list. Mail object lists can come from telephone directories, business directories, corporate customer lists and advertisements.

Ask for a discount on instructions. You can also collect membership records of various associations and subscriber lists of newspapers and magazines. Some members abroad

Catalogs and subscriber catalogs can be purchased for a fee.

Maintenance advertisement

After large-scale advertising, advertisements with less prominent position or shorter time are released to keep consumers or users interested in large-scale advertising.

Impression of the content.

marginal profit

When printing advertisements (such as newspaper advertisements) are typeset, certain blanks should be left around the advertisements, which can play a good visual role.

The effect is good. If there is no blank space, the advertisement is full and it is called "bleeding".

market research

market segments

Also known as market segmentation, market segmentation or market segmentation. In order to better meet the growing demand of consumers, enterprises are engaged in marketing activities.

The growing material and spiritual needs generally require that the market be divided into specific consumer groups according to certain standards.

Small market. Market segmentation is the premise for enterprises to formulate marketing strategies and select target markets, usually taking economic form, land and environment as the main factors.

Taking business environment, consumers' personality, buying behavior and other factors as the dividing standard, a consumer market with thousands of people has been formed.

Break it down.

Media purchase media purchase

After the customer approves the media plan, order the layout or time from the adopted media.

Media department media department

Media evaluation media evaluation

The person in charge of media evaluation is generally called a media planner. The media plan is the same as the media plan that has been evaluated and selected for advertising.

Row. Advertising companies must collect all kinds of information about alternative media, and sometimes they need to provide media information for specific customers or industries.

Materials for special services. Media organizations in developed countries also actively provide information about readers, audiences and listeners and print it out.

Media kits are provided free of charge to advertising agencies and advertisers. Media planners should evaluate these materials,

Verification.

Media combination

In the same media plan, using two or more different media is called media combination. Synergistic effect produced by media combination

Role, its total effect is far greater than the sum of all media.

Media target media target

The relationship between the media and the whole marketing and advertising plan is:

Target market reached through the media;

One-time budget;

Necessary arrival and frequency); Of advertisements;

Annual or monthly continuity;

Necessary flexibility;

The Relationship between Media and Creativity

Media recommendation media introduction

List the available media in detail and correctly. If the media used is unique, it needs necessary explanation.

Media investigation

The purpose of media survey is to find the best way for target customers to convey the expected exposure times or cost-effectiveness, that is, to execute it correctly.

Middle choice. Therefore, it is necessary to investigate newspapers, magazines, street signs, television, movies, radio and other media.

Line volume (audience number or audience rating), main reading target, age, education level, income, audio-visual audience introduction.

Reachable geographical coverage, etc., combined with the specific situation of the enterprise, such as advertising objectives, advertising budget, objectives, etc.

Customer confirmation as the medium of analysis and screening.

Media service media service

Media is the advertising carrier that advertisements are read, seen or heard by the audience, and advertising goals are effectively realized through media. Advertising agency

Media services provided by manufacturers include: 1, evaluation of media; 2. Choice of media; 3. Provide customers with appropriate media.

Portfolio and strategic plan.

Media strategy media strategy

Including the specific problems of media planning, such as choosing a media, explaining the reasons for the choice, which is related to the media objectives.

Media strategy includes the following aspects:

The type of selected media (such as TV or magazines);

Distribute the advertising budget to all regions;

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

Allocate the budget to monthly, quarterly and annual;

Expected monthly or quarterly arrival rate and frequency level;

Hope to reach the effective arrival rate and frequency in a specific month;

The scale of primary market, secondary market and target market;

Measurement of strategic objectives;

Necessary measurement of the area;

If you need to describe the calculation of the price of thousands of people;

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

Criteria for selecting or arranging the publication schedule;

Explain the relationship with competitors, especially a big brand;

An explanation of the basic principles of each strategy.

Move icon

The fly button advertisement can design a "flying" trajectory to enhance the advertisement according to the requirements of the advertiser and the characteristics of the webpage itself.

Exposure rate.

ordinary

National advertisement

Advertisements carried out nationwide use national advertising media, and advertisers who use national advertisements are called the whole country.

Advertisers.

Neon lamp advertisement Neon lamp advertisement

Neon lamp is made of glass tube, bent into various characters and patterns according to design requirements, and then copper electrodes are prepared at both ends of the glass tube.

It is the main form of outdoor advertising to inject neon, argon and other inert gases into the tube and emit various colors of light after switching on the high-voltage power supply.

First, it can also add color and movement to the night. Large neon (or light bulb) advertisements are called

Spectacular

newspaper advertisement

An advertisement in the newspaper. A newspaper is a printed medium. It is characterized by high distribution frequency and rapid development.

Newspapers have many advertising lines and fast information transmission, which can be widely released in time. Newspaper advertisements mainly focus on words and pictures.

Stimulation, unlike television, advertising and other advertising media, is limited by time. And newspapers can be read repeatedly, which is convenient for insurance.

Save. In view of the paper quality and printing technology, the appearance, style and color of goods in newspaper advertisements are unreasonable.

Reflect vividly.

O

Out-of-home media advertising

Outdoor advertisements, such as street signs, neon lights, light boxes, etc. There are also advertising towers and columns abroad.

Type, currently called outdoor advertising in the United States. In the modern society with the rapid development of science and technology, outdoor advertising is

The introduction of new technologies, new materials and new processes has become a hot spot, an art to beautify the city and a developed commodity economy in the city.

Degree and a person's mental outlook and cultural accomplishment.

P

Pass on readers, circulate readers

I don't spend money to buy or subscribe to publications, but read magazines bought or subscribed by others. Such as publications in libraries and reading rooms.

Newspapers have many readers. The media can provide the number of circulating readers through surveys. If the publication is circulated by readers,

There are four people, and its total readers are four times that of buyers or subscribers.

Permeability permeability

The media reached the audience. According to the proportion of individuals or families who have direct contact with the media. The media is trying to prove itself.

A media toolkit was written, detailing how many home purchases or media can be reached.

Personal.

Platform advertisement

Set on the railway