Independent shopping guide

independent shopping guide

Insert

insert

Insert notice

insertion order

Island halves

island halves

Small unit

junior unit

local city magazine

local city magazine

Magazine Publishers Association

MPA

Media Buyer

media buyer

Media Ruler Survey Co., Ltd.

MRI

National magazines

national magazines

National Price

national rate

Newspaper Association of America

NAA

Newspaper Page Library

NSB

On-sale date

on-sale date

Open charging system

open rate

Subscription issuance

paid circulation

Automatic pop-up ad.

pop-up ad.

Preferred-position rates

Preferred-position rates

Preprinted inserts

preprinted inserts

Primary circulation

primary circulation

proof copy

proof copy

Announcement

public notice

Rate base

rate base

Price Table

rate card

Reading notice

reading notice

Regional publications

regional publications

Any placement fee system

ROP advertising rates

Secondary readership

Secondary/pass-along readership

Underpaid fee system

short rate

Sammons Market Research Bureau

SMRB

Multiple birth version

split runs

Standard Ad Unit

SAU

Standard Charge and Data Services

SRDS

Standard type newspaper

standard-size newspaper

Sunday supplement

Sunday supplement

tabloid type newspaper

tabloid newspaper

A

above-the-line advertising Online advertising, advertising in which advertising agencies can obtain commissions (agency fees) from the media, such as newspaper advertising, radio advertising, and television advertising , cinema advertising, outdoor advertising, etc.

Account executive (AE): account manager, professional title of business staff of an advertising company.

Account managers are often responsible for the following tasks: 1. Plan advertising together with customers and other internal departments, and communicate customer demands to various departments; 2. Internal coordination; 3. Provide advertising design drafts to Customers; 4. Supervise the implementation of government advertising rules and regulations (regulatory matters); 5. 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 work of an advertising agency. It is responsible for satisfying customers, thereby establishing long-term cooperative relationships, and promoting the effective operation of the internal work of advertising agencies. task. It is a function for advertising agencies to communicate directly with customers.

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, communicating them to the audience in a timely manner, choosing the right time, and using reasonable costs. After the advertiser sets a measurable goal, he develops an advertising strategy to achieve this goal, and then implements 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, time on radio and television, etc.

airport advertising Airport advertising

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

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 words 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. The audiences or listeners reached through any advertising medium have different numbers 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 percentage of a TV channel's total audience.

Audio-visual advertising Audio-visual advertising

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

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 three personnel from the media (newspapers, magazines), advertisers and advertising agencies. It audits the sales numbers of its members' publications to ensure that the data is correct and then publishes it. All members can use the bureau's logo to win 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 into continuous actions that appear on the screen. or on the TV screen. Animated advertising can give people a light-hearted feeling, but it 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 initiating sponsorships, 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 aims to establish brand loyalty (brand loyalty) and make consumers or users willing to recognize or accept the brand name in the advertisement. 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 reason is mainly the 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

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 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 use computers to combine 26 English letters into various names. Some brands are world-famous, such as Klim, Kodak, etc. A brand name can be used as a registered trademark, but it 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 the buyer is in a dominant position.

Banner

Banner ad, a picture showing the merchant’s advertising content, is placed on the advertiser’s page. It is the most basic form of advertising in Internet advertising. The size is 480*60 pixels. , or 233*30 pixels, generally using GIF format image files, 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 it generally requires browser plug-in support (Plug-in) used by the user. Banner is generally translated as banner advertising, banner advertising, 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. In advertising planning, sometimes the goal of advertising is to increase the market share of the product.

Budget Advertising Budget

There are three commonly used methods of advertising budget:

1. Percentage of sales method The company uses a specific sales volume or a percentage of sales (current or forecasted) to structure their promotional expenses. This approach means that advertising budgets can vary based on differences in a company's affordability, encouraging management to think in terms of the relationship between promotional costs, sales price and unit profit. 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, companies' reputations, 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 specific goals, determine the tasks that must be completed to achieve this goal, and estimate the costs required to complete these tasks. Decide on your advertising budget. The first two budget methods are suitable for the advertising budget of existing products, while 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 for setting advertising goals and measuring advertising effects. It was proposed by R.H. Collet in a study by the National Association of National Advertisers. 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 tend to pay attention to the station name when waiting for the bus, and they can usually notice the advertisements.

Bus stop shelter advertising

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

Button

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

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

C

Clicks

Number of clicks: A visitor visits the manufacturer's webpage by clicking on a banner ad, which is called a click. Clicking on this ad means that he is interested in the product. Interested in the ad and would like more detailed information. Click rate is 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. Currently, the average click-through rate in the Asia-Pacific region 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 people): That is, the cost for an advertiser to purchase 1,000 ad views or the cost for an ad to be seen by 1,000 people. For example, if the unit price of an advertising banner is /CPM, it means that every thousand people who see this banner will be charged, and so on, the homepage will be visited by 10,000 people.

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 can afford to buy. Therefore, manufacturers need to estimate how many people want this product, but also how many people are actually willing and able to buy it.

Demonstration

In sales, follow the description of the product being promoted and perform suggestive or simulated operations on its functions. For products that cannot be demonstrated directly, video screenings 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. The entrepreneur will collect it to count the frequency of consumer purchases and the brands of goods purchased. . In foreign countries, the diary survey method is also used to investigate consumers' viewing or listening to advertisements.

Direct mail (DM) Direct mail

It is not only a method of direct marketing, but also one of the main forms of advertising. In the United States, direct mail advertising expenditures accounted for 19.3% of all advertising expenditures in 1991, second only to newspaper advertising and television advertising. It mainly delivers various forms of printed matter by direct mail, such as letters, leaflets, booklets, and other materials, such as order forms. In many foreign homes and offices, mailboxes are filled with postal items 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 is a form of advertising that sends advertising products based on a pre-compiled list. Advertising materials sent by mail include booklets (booklets or brochures), 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 as appropriate.

Direct-response advertising Direct response advertising

Direct response advertising is any paid advertisement that is intended to elicit a direct response, such as a receipt attached to the ad that the consumer will Simply cut out the receipt and send it to the manufacturer to obtain product samples, instructions, catalogs, etc.

Various media can be used, especially direct mail advertising and newspapers. Direct response advertising agency Typical direct response advertising agencies include designing advertising campaigns for mail order stores, promoting magazine subscribers, organizing business trips, and designing off-the-page newspaper ads. 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 types of discounts are given according to different situations: cash discount, bulk discount, frequency discount (frequency discount)

domestic market domestic market

Based on market conditions In terms of geographical coverage, the target market is located in the country, and the consumers of the product or service are domestic institutions or individuals.

Duplicated audience

Also known as "overlapping audience". Refers to the repeated portion of individuals (or households) among certain media audiences in a specific media mix. Often refers to print media.

E

Exchange advertising

Two or more advertising media publish advertisements for each other without incurring advertising expenses. . Advertising positions must be equally exchanged. 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 no advertising fees will be paid.

Export advertising Export advertising

Advertising for exported goods is published in the advertising media of the country where the goods are imported. Before exporting advertising, you must conduct market and media research 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 that conduct market research, public relations, or business promotion work for them.

fixed day specified date

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

free advertising

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

free-standing insert advertisement

A single or multi-page advertisement inserted into a publication and issued at the same time as the publication. There are single-color advertisements and multi-color advertisements. This type of advertisement can be produced more elegantly than a newspaper advertisement.

G

gift advertising

An advertisement that uses gifts as a call to promote product sales. Advertisements that offer samples can also fall into 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 intended 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 advertisement will be seen by 100,000 people, and these 100,000 people will be 100,000 Impressions.

inflight advertising In-flight advertising

Various advertisements provided to passengers during the flight Advertisements released by various entertainment and service projects, 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 form must specify the location, time, size, frequency, etc. of the advertisement in detail, 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 contains a large number of media in the media plan.

It can simply refer to advertisements with huge performance scale.

Layout composition layout

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

, suitable for sales forecasting of products at different stages of the S curve, requires data; annual sales volume 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 calls it "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 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

p>

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 fonts, regardless of It displays unique decorative effects with bright colors and strong textures day and night. Using the production technology, materials and processes of flexible light boxes, not only can a giant light box covering the entire wall be made into a building and integrated into it, but also a physical model can be made. It does not discolor for several years, is easy to transport, easy to install, not easy to wear and flame retardant. It is widely used in banks, supermarkets, fast food restaurants, gas stations, etc., and has become a new form of store facade decoration.

M

magazine advertising

An advertisement published in a magazine. Magazines can be divided into professional magazines, trade magazines, consumer magazines, etc. Since the readers of various magazines are relatively clear,

is a good medium for advertising various professional products. Magazine advertisements published on the second cover, third cover, fourth cover and middle cover are 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. Magazine

Disadvantages of advertising are: narrow scope of influence. Due to the long publication cycle of magazines, it is difficult to transmit economic information in a timely manner.

mail order advertising

An advertisement published in a mail order catalog. One form is for the mail order store to mail or distribute the mail order catalog to the customer. The customer remits the payment to the mail order store according to the product number and price in the catalog. The store will mail it to the customer after receiving it. Send goods. This type of mail order catalog can be produced in volumes, or it can be sent out in separate pages according to the season. There is usually a fee for placing advertisements in the former, while most of the latter is free

of.

Mail survey

Send a pre-designed questionnaire (also known as a 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 subject to or 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 recipients can come from telephone directories, business directories, the list of the company's customers, and the return of instructions for requesting in advertisements

You can also collect membership lists of various associations and subscriber lists of newspapers and magazines. Some foreign 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 large-scale advertising

Impression of the content of the advertisement.

Margin

Print advertisements (such as newspaper advertisements) should leave a certain margin around the advertisement when typesetting, which can have a good visual effect

Good results. If there is no white space and the advertisement fills the page, it is called "breed".

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, enterprises generally need to divide the market into specific consumer groups according to certain standards to more granularly

>

Small market. Market segmentation is the prerequisite for enterprises to formulate marketing strategies and select target markets. Factors such as economic form, geographical

geographic environment, consumer personality and purchasing behavior are usually used as criteria for division, thereby classifying thousands of Segment the market composed of millions 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 Planning

Develops a media plan for advertising through evaluation and selection. Advertising agencies are required to collect various 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 materials.

media mix

In the same media plan, the use of two or more different media is called media mix. The synergy produced by the combination of media

The total effect is far greater than the sum of the individual media.

Media objectives

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

The target market to be reached through the media;

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, it needs to be accompanied by necessary explanations.

Media research Media research

The purpose of media research is to find the best way to communicate 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, etc., based on their circulation volume (number of viewers or ratings), main reading objects, audio-visual viewers The age, education level, income, geographical coverage that can be achieved through the media

should be considered from various aspects, and combined with the specific situation of the enterprise, such as advertising goals, advertising budget, target customers

Confirmation and other media used as investigation targets are analyzed and screened.

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. 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.

Media strategy

Includes specific issues in the media plan, such as choosing a medium, explaining the reasons for the choice, and relating to the media goals.

Media strategy includes the following aspects:

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

Allocate advertising budget to regions;

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

Allocate the budget to the month, quarter, and year;

The desired results on a monthly or quarterly basis The level of reach and frequency;

The effective reach and frequency expected to be achieved in a specific month;

The size of the primary and secondary markets;

Measurement of strategic goals;

Necessary measurement of regions;

If necessary, calculation of price per thousand people;

Media units description (e.g., 30 or 60 seconds, full page or less than full page);

Criteria for choosing or scheduling a release;

Describe the relationship to competitors, especially a certain A major brand;

An explanation of the rationale for each strategy.

Moving icon

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

Rate.

N

national advertising National advertising

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

advertiser.

neon light advertising Neon light advertising

Neon lights are made of glass tubes and 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 one of the main forms of outdoor advertising to inject various inert gases such as neon and argon into the tube and turn on the high-voltage power supply to emit various colors of light.

It can also add color and dynamics to the night. . Large neon (or light bulb) advertisements are called

spectacular.

newspaper advertising

Advertising published in newspapers. Newspaper is a print-medium. It is characterized by high frequency of publication, large circulation volume, and fast information transmission, so newspaper advertisements can be released widely and in a timely manner. Newspaper advertisements use text and pictures as the main visual stimulation.

Unlike other advertising media, such as television and commercials, which are limited by time.

Moreover, newspapers can be read repeatedly and are easy to save.

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

.

O

outdoor advertising

Such as street sign advertising, neon sign advertising, light box advertising, etc.