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 "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.

Banner banner advertisement

Pictures showing the contents of merchants' advertisements, which are placed on advertisers' pages, are the most basic advertising forms in Internet advertisements. Its size is 480*60 pixels or 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. Generally 120*60 pixels, or even smaller. Because the graphic size is small, it can be placed anywhere on the web page more flexibly.

number of clicks

Visitors visit the manufacturer's web page by clicking on the banner advertisement, which is called a click. 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. Click/impression. If this page appears 10000 times, and the number of advertisements on the webpage is 500 times, then 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 people

That is, the cost for advertisers to buy 1000 views or the cost for advertisements to be seen by 1000 people.

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 advertisement

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 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 response advertising company

The typical business of direct reply advertising agency includes: designing advertising activities for mail order stores, promoting magazine subscribers, organizing business trips, designing cross-page discounts for newspapers and so on. And undertake the design and production of various postal advertisements.

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.