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1、大众媒介广告术语abc（Mass media advertising terminology ABC）一个：线上广告线上广告广告代理商能从媒介获得佣金（代理费）的广告，如报刊广告、广播广告、电视广告、影院广告、户外广告等。客户经理（AE）客户经理广告公司的业务人员职称。客户经理往往须负责下列工作：1，与客户及内部其他部门共同计划广告（规划），向各部门传达客户的诉求；2，内部协调（协调）；3、将广告设计稿提供给客户；4，监督执行政府的有关广告规章和法规（监管事项）；5、利润管理（利润管理）。客户经理通过计划和协调公司的服务部门，为客户提供更好的服务。客户服务客户服务客户服务是广告代理商的中心工作
2、，肩负着使客户满意从而建立起长期的合作关系，及推动广告代理商内部工作有效运转的任务。它是广告代理商直接同客户进行沟通、交流的一种功能。广告代理广告代理商习惯上称为”广告公司”，即中华人民共和国广告法中所称的广告经营者，一般设有许多职能和业务部门。广告广告活动有时称为”运动”或”战役”。广告活动包括以下四个重点：制作适当的销售信息、及时传达给受众、选择适当的时机，用合理的成本。广告主制定一项能测定的目标后，为达到这一目标制定广告战略，然后在市场上执行，包括：广告计划、广告制作、销售及营销等。广告部广告部分为企业的广告部和媒介的广告部。企业的广告经理负责拟定、审核及实施企业的广告计划。一般也是负责
3、有关广告的具体工作媒介的广告部经理负责出售报刊等的版面，广播、电视的时间等。机场广告机场广告利用机场的候机室及在机场内其他各种场地和设备上制作刊出的广告，也包括在指示牌上制作的广告。动画动画将人、物的表情、动作、变化等分段画成许多幅画面，再利用摄影或计算机技术使之成为连续动作，出现在银幕或电视机屏幕上。动画广告可给人以轻松愉快的感觉，但采用时要适合产品或服务的特点，如儿童用品。上诉诉求广告通过媒介向目标受众诉说，以求达到所期望的反应。诉求是制定某种道德、动机、认同，或是说服受众应该去做某件事的理由。诉求分三类：理性的、感性的和道义的。诉求所用语句应具有强烈的感染力。区域采样区域抽样群体抽样的一
4、种形式。样本空间按区域进行划分，选定某抽样区域，如一个县、一个行政区、一个街区，从中确定调查对象。观众受众接受广告的公众，也就是广告的对象。通过任何广告媒介接触的观众或听众，都有数量、特征方面的不同需要考虑到。这些不同可使广告做到有的放矢。观众构成受众构成广告媒介受众的人数、性别、年龄、职业、经济情况等的构成。观众分享受众份额根据任何日期或时段中，看到广告主广告的受众占总受众的百分比，即为受众份额。也可以是某一电视频道总受众的某一百分比。视听广告视听广告多指电视广告。视听广告，以”视”为主，因此广告词不能太长视听广告给与受众视听享受时，阐述广告主张，As a result, it has a
5、strong expressiveness and appeal, and the media coverage is wide, since the birth of the rapid development.Audit Bureau of Circulation Sales Audit BureauFounded in 1914 in the United States (referred to as ABC), in recent years, many countries have set up similar institutions. The audit office consi
6、sts of three members, the media (newspapers, magazines), advertisers and advertising agents, to audit the publications of their members in order to ensure the correct data and then publish them. Any member can use the offices logo to win the advertiser or the advertising agents trust in the media.B:
7、Below-the-line advertising offline adsIn addition to online advertising outside of various forms of advertising. Such as promotional advertising (sales promotion advertising) (P.O.P advertising) shopping advertising, direct mail advertising (direct mail advertising), also includes exhibitions (exhib
8、ition) and launched an activity (sponsorship).Billboard advertising billboard advertisingAn advertisement posted or directly depicted on a fixed road sign. Usually painted with hand painted or painted hand on a road sign.Brand advertising brand advertisingAdvertising to promote product brands aims t
9、o establish brand loyalty (brand loyalty) to enable consumers or users to recognize or accept the brand in the advertisement. Also known as product advertising (product advertising).Brand preference brand preferenceIn the same category, the consumer has a preference for a particular brand and assign
10、s the purchase. The main reason is satisfaction after use. Brand preferences are also related to consumer lifestyles and consumer habits.Brand insistence brand adhere toWhen a consumer buys a particular product, it specifies a brand, and other brands can not replace it. Prerequisite is that the bran
11、ds product quality is good, advertising persuasive, consumers feel satisfied after use. Brand adherence is the highest goal of product advertising.Brand loyalty brand loyaltyOf a particular brand, so that when buying it continuously, it is merely branding and giving up attempts at other brands.Brand
12、 name product nameThe name of the product is the brand name. A good brand name must be simple, easy, easy, easy to write. The United States, which specializes in naming products, uses computers to match 26 English letters into various names. Some famous brands in the world, such as the formula (Klim
13、), Kodak (Kodak) etc. A brand name may be used as a registered trademark, but it shall conform to the provisions of the trademark law.Brand share brand shareThe percentage of total sales of a brand of merchandise in the market. Also known as market share (market share). In advertising planning, adve
14、rtising is sometimes proposed to increase the market share of the target.Budget advertising budgetAdvertising budgets are commonly used in three ways:1. method of sales (percentage) companies arrange their promotional expenses for a specific percentage of sales or sales (current or projected). This
15、approach implies that the advertising budget can vary as a result of the companys ability to bear, and encourages management to consider the relationship between promotion costs, sales prices and unit profits as a prerequisite. Because this method causes as sales promotion, lack of certain logic foundation.2. competition method parity (competitive) is also called competitive equivalence. Our advertising budget is based on the approximate advertising expenses of our competitors. In fact, the companys reputation, resources, opportunities, and goals are very different, so it i
