Terms used in online advertising:
A common set of terms used in online advertising pricing models:
CPA (Cost-per-Action): Cost per action Fees, a pricing model in which each visitor is charged based on the action they take on an online ad. There is a special definition for user actions, including forming a transaction, obtaining a registered user, or a click on an online advertisement, etc.
CPC (Cost-per-click): Cost per click. You are charged based on the number of times your ad is clicked. For example, keyword advertising generally adopts this pricing model.
CPM (Cost per Thousand Impressions): Cost per thousand impressions. The cost per 1,000 impressions of an ad banner. CPM is one of the most commonly used online advertising pricing models.
CPO (Cost-per-Order): Also known as Cost-per-Transaction, it is charged based on each order/transaction.
PPC (Pay-per-Click): It is an online advertising pricing model that pays based on the number of users who click on the advertisement or email message.
PPL (Pay-per-Lead): A pricing model that pays for each lead generated through online advertising. For example, an advertiser pays an ad server when a visitor clicks on an ad and completes an online form. This model is often used in the commission model developed for affiliate websites in the online membership marketing model.
PPS (Pay-per-Sale): A pricing model that pays based on the number of direct sales generated by online advertising.
1) Advertisers
refers to business owners who place online advertisements in the monitored online media. Business owners who appear through content exchange and cooperation are not included.
(2) Advertising industry
According to the industry category to which advertisers place products, they are divided into major industry categories, medium industry categories and small industry categories.
For example: Lenovo Apocalypse Business Computer--IT Products--Computer--Business Computer
Lenovo Digital Camera--Consumer Electronics--Camera--Digital Camera
p>(3) Online media
Refers to the media where advertisers place online advertisements. From January 1, 2001 to January 31, 2003, the monitored media were mainly the 30 largest online advertising media in China. Since December 1, 2001, the advertisements of Tencent QQ software have also been monitored. The advertisements appearing on the software are captured in the form of snapshots and recorded in the online advertising database. Starting from February 1, 2003, the number of monitoring media has been expanded to more than 50, including specific media.
(4) Online media channels
Refers to the media channels where advertisers place online advertisements. They are classified according to the channels set by different media, and the media are adjusted accordingly. adjustment.
(5) Advertising creativity
Only refers to the different online advertising creatives placed by advertisers. It has nothing to do with the media and time of placement. Generally, it is based on the form of advertising, advertising screen and size of advertising. to differentiate.
(6) Advertising records
Calculated based on the different advertising creatives on each media placed by each advertiser, and are related to the media and channels placed by the advertiser. For example, the appearance of an advertising creative on a certain media is counted as an advertising record. If the creative appears in other media, it will be counted as a new advertising record.
(7) Advertiser costs
Cost estimates are based on the advertiser’s advertising records on different media. The advertising costs shown in iAdTracker may differ from actual costs.
(8) Media costs
Cost estimates are based on the advertising records placed by different advertisers on the media.
Special terms for advertising companies:
A
above-the-line advertising Online advertising
Advertising agencies can learn from the media Advertisements that earn commissions (agency fees), such as newspaper ads, radio ads, TV ads,
theater ads, outdoor ads, 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 periodicals, and time on radio and television.
airport advertising Airport advertising
Use the airport waiting room and other 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 formulate 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. It can also
be a certain percentage of the total audience of a certain TV channel.
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, thereby 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 put it away
< 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 world-famous, 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 take a wait-and-see attitude, which often leads to a fall in commodity prices. In a buyer's market, buyers are 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.
You can use static graphics, or you can splice multiple frames of images 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 advertising, banner advertising, horizontal banner advertising, 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 products.
Budget Advertising Budget
There are three commonly used methods of advertising budget:
1. 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 one 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 summary measure of whether
advertising goals have been achieved.
Bus stop pillar advertising
Advertising on the bus stop sign. People often 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. Click 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 can afford to buy them. Therefore, manufacturers need to estimate how many people want this product, but also how many people are really 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. Advertising expenses for direct mail in the United States 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 compiled 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, Organize business trips, design newspaper insert advertisements (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 marketIn 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. . Advertising
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 limit this number to improve advertising effectiveness
.
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 to 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 closing dates and closing times. 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 television 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. For example, local department stores or other retail stores
publish advertisements in local newspapers, TV stations, and radio stations, as well as local outdoor advertisements and traffic advertisements, 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 specific signs 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. Because the readers of various magazines are relatively clear
they are good media 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
time.
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.
There are mail order catalogs of this type that are available in volumes, and there are also those that are sent out in separate pages according to the season. There is usually a fee for placing advertisements in the former, while
the latter are mostly 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 be obtained from telephone directories, business directories, the list of the company's customers, and
returns to request instructions 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 are required to collect a variety of information on 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 media mix. The synergy produced by media combination is far greater than the sum of the individual media.
Media objectives
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, geographical coverage that the agency can achieve, etc. should be considered, combined with the specific circumstances of the enterprise, such as advertising objectives, 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 advertising agencies include: 1. Evaluation of media; 2. Selection of media; 3. Providing clients with appropriate media combinations and strategic plans.