Common English Words in Business Advertisements (2)

below-the-line advertising below-the-line

various forms of advertising except online advertising. Such as sales promotion advertising, shopping point advertising (P.O.P advertising), direct mail advertising, as well as holding exhibition and launching an activity (responsibility).

billboard advertising street sign advertisements

advertisements posted or directly depicted on fixed street signs. Generally, it is painted on the street sign by hand with inkjet or paint.

brand advertising

an advertisement to promote a product brand aims to build brand loyalty and make consumers or users happy to identify or accept the brand in the advertisement. Also known as product advertising.

brand preference

in the same kind of goods, consumers have a preference for a certain brand and specify the purchase. The main reason is the satisfaction after use. Brand preference is also related to consumers' lifestyle and consumption habits.

brand assurance brand insists that

when consumers buy a certain commodity, they specify a certain brand, and other brands cannot replace it. The prerequisite is that the brand's products are of good quality, the advertisements are convincing, and consumers are satisfied after using them. Brand persistence is the highest goal of product advertising.

brand loyalty

means that consumers have a special hobby for 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 use computers to match 26 English letters into various names. Some brands are famous in the world, such as Klim, Kodak and so on. 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

or buyer's market. It 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 are on the sidelines, which often leads to the decline of commodity prices. Buyers are in a dominant position in the buyer's market.

Banner advertisement of banner

A picture representing the content of a merchant's advertisement is placed on the advertiser's page, which is the most basic advertisement form in Internet advertisement. Its size is 48*6 pixels, or 233*3 pixels. Generally, it is an image file in GIF format, which can use static graphics or can be spliced into an animated image from multiple frames. In addition to the common GIF format, the emerging Rich MediaBanner can give the Banner stronger expressive force and interactive content, but it generally needs the browser Plug-in support used by users. Banner is generally translated into banner advertisements, banner advertisements and so on.

brand share of brandshare

the percentage of a certain brand goods in the total sales volume 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 commodities.

Budget advertising budget

there are three methods commonly used in advertising budget:

1. percentage of sales method companies arrange their promotion expenses by a specific percentage of sales volume or sales volume (current or predicted). This method means that the advertising budget can change due 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 prerequisite. Because this method regards sales as the reason of promotion, it lacks a certain logical basis.

2. competitive parity method is also called "competitive equivalence method". It is 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 not scientific to take the other party's promotion budget as the standard.

3. the objective and task method requires managers to determine their own specific goals, determine the tasks that must be completed to achieve this goal, and estimate the costs 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 for setting advertising goals and measuring advertising effects, which was put forward by R. H. Collet in a study by the National Advertisers Association of the United States. DAGMAR method transforms all kinds of advertising goals into several easily measurable goals (in addition, advertising goals refer to specific communication tasks to be completed for a specific audience in a specific period). This method is a method to measure whether the advertising goal has been achieved.

advertisement of bus stop pillar advertising

advertisement on the bus stop sign. People often pay attention to the name of the station when waiting for the bus, so they can usually pay attention to the advertisement.

advertisement for bus stop shelter advertising

advertisement set at bus stop. Generally, it is designed in the form of awning, which is also used as the identification sign of the station and beautifies the street.

button

is actually an advertising form evolved from banner advertisement, and the graphic size is smaller than banner. Generally 12*6 pixels, or even smaller. Because the graphic size is small, it can be placed in any position of the web page more flexibly.

clicks

visitors visit the manufacturer's web page by clicking on the banner advertisement, which is called one click. Clicking on this advertisement means that he is interested in the advertisement and hopes to get more detailed information. The ratio of the number of clicks on the Click rate advertisement to the number of times the advertisement is viewed. Click/impression. If this page appears 1, times, and the number of clicks on the advertisement on the webpage is 5 times, then the click rate is 5%. At present, the average click-through rate in the Asia-Pacific region is 1.5%. Click rate can accurately reflect the advertising effect, and it is also a sign of the attractiveness of online advertising.

CPM cost per thousand people

that is, the cost for advertisers to buy 1 advertisements or the cost for advertisements to be seen by 1 people.

needs

the desire to be able and willing to buy a product. When consumers have the 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, but also know how many people are really willing and able to buy it.

demonstration

in sales promotion, according to the description of the product being promoted, the function is prompted or simulated. For products that cannot be directly demonstrated, the method of showing videos can be adopted. Shop assistants can also use demonstration methods to promote goods, such as putting the material on themselves, so that customers can watch the clothing effect of colors and patterns.

diary survey

one of the methods to collect primary data. Distribute a pre-compiled diary, asking housewives or special guests to write down the quantity and brand of the goods they purchased in a period of time, which will be recycled by entrepreneurs to count the frequency of consumers' purchases and the brand of the goods they purchased. In foreign countries, diary survey is also used to investigate the situation of consumers watching or listening to advertisements.

direct mail(DM) direct mail advertising

is not only a method of direct selling, but also one of the main forms of advertising. In 1991, the advertising expenses for direct mail in the United States accounted 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 letter, leaflet, booklet and other materials, such as orderform. In many foreign countries, the mailboxes of families and offices are filled with mail items every day, which is called junk mail. For this reason, the printed matter sent by direct mail must be carefully designed, and if it is unattractive, it will be thrown into the garbage bin by the recipient.

direct-response advertising direct-response advertising

direct-response advertising is any paid advertisement, which is intended to induce direct response, for example, attaching a receipt to the advertisement, and consumers can cut the receipt and send it to the manufacturer to get samples, instructions, catalogues, etc. of the products. Various media can be used, especially direct mail advertising and newspapers.

direct response advertising agency direct response (direct effect) advertising agency

The typical direct response advertising agency's business includes: designing advertising activities for mail-order stores, promoting magazine subscribers, organizing business trips, and designing off-the-page advertisements for newspapers. And undertake the design and production of various postal advertisements.

discount

The advertising medium modifies its basic price and gives advertisers a certain price discount. Different types of discounts are given according to different situations: cash discount, bulk discount, frequency discount

domestic 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.