118 latest advertising industry terms, learn them!

For advertisers, professionalism is the embodiment of core competitiveness. How to demonstrate professionalism? In addition to being able to give customers a sense of security in terms of business capabilities, you must also be very good at professional expression.

Therefore, it is necessary to understand some terms in the advertising and marketing industry.

These terms are not only related to the advertising industry , but also to the live streaming e-commerce industry which has been gaining popularity recently.

I recommend everyone to collect it!

1. ATL
Above the lineOnline

2.BTL
Below the Line

3. OOH
OOH (out-of-home)——Advertising outside the home

4.POP
Selling point advertisements, such as tags, posters, stickers, paper shelves, display racks, paper piles, large signs, physical models, and flags.

5.IMC
Integrated marketing communications, which is the full case that everyone is talking about, includes both online and offline channels.

6.KOC:
Key opinion consumers, also known as amateurs, are those with less than 50,000 fans on Xiaohongshu.

7. KOL
Key Opinion Leaders

8.CVR
Conversion rate is an indicator to measure the effectiveness of advertising.

9.CIS
Corporate identity system

10. Quarter
Quarter, which we often say is Q1, Q2, Q3, Q4

11. Quotation
Quote

12.PO
Order Number

13.Brief
Work Briefing

14.KV
Key Visual

15.OS
Overlapping Sound

16.OV
Over Voice

17.QC
Quality Control

18. UGC
User Generated Content

19.BGC
Brand Generated Content

20.PGC
Professional Generated Content

21.SGC
Show Generated Content

22. Campaign
Advertising Campaign

23. Proposal
plan

24.agenda
Agenda/Table of Contents

25.kick off
Kick-off meeting, also known as project kick-off meeting

26.launch
Officially launched

27. big day
Outbreak Day

28. Field research
Field research

29. Focus group
Focus group interviews are a form of market research.

30.Layout
Design Layout

31.script
script

32. Storyboard
Storyboard

33. Landing page
Landing Page

34. Pop-up store
Pop-up Store

35.billboard
Billboard

36.package
Package

37.reference
refer to

38.summary
Summarize

39.Appendix
appendix

40.Message house
Information house, often used in planning cases

41.Roadmap
Timetable for disseminating content

42.align
Confirm that it is OK

43.Feedback
feedback

44.recap
review

45. follow up
follow up

46.review
Review Summary

47. Schedule
Schedule

48. timeline
Timeline

49. Deadline
expiration date

50.deck/slides
document

51.con-call
Conference Call

52. vendor
supplier

53.workshop
seminar

54. Production house
Production Company

55.PPM
Pre-production meeting before filming

56. Standard products - E-commerce related standard products generally have official specifications and models, and the style and appearance are the same. For example, mobile phones, computers, and home appliances are all standard products.

57. Non-standard products Non-standard products refer to those commodities that do not have clear specifications and models, such as clothing, shoes, etc. These commodities often have a variety of styles.

58.Combo
The meaning of combination items is that in e-commerce sales, merchants often combine several items together for sale.

59.OEM/ODM
OEM can be called: OEM or OEM production, using other people's technology and brands, the factory is only responsible for production. ODM can be called: private label, which means the factory's products are branded with other people's brands.

60. Price band refers to the range between the upper and lower limits of the sales price of each commodity variety.

61. Pit position/pit production The pit position is a fixed advertising position, and the pit is the sales volume of the product in this fixed advertising position.

62. Gross profit Gross profit refers to: selling price - directly allocable costs

63. Taobao has eight major groups: new white-collar workers, senior middle class, sophisticated mothers, small town youth, GenZ, urban silver-haired people, small town middle-aged and elderly people, and urban blue-collar workers.

64. The break-even point usually refers to the output when total sales revenue equals total costs (the intersection of the sales revenue line and the total cost line).

64. E-commerce Marketing IP
Refers to various marketing activity columns created by e-commerce platforms led by Tmall, such as: Super Brand Day, Gathering Day, Hey Box, Ideal Life Club, Super Category Day, Tmall Big Brand Day, etc.

65. S-level/A-level/B-level refers to the classification of e-commerce promotion activities. Different levels of promotion traffic are different. S-level>A-level>B-level

66. In e-commerce, top-notch products refer to those products that are scarce, hard to sell, and unusually priced.

67. The division between on-site and off-site is relative to the e-commerce platform. Generally, everything on the e-commerce platform is called on-site, and everything outside is called off-site.

68.KA merchant stands for Key Account. In e-commerce, KA merchant refers to high-quality large sellers in this category, and merchants whose sales rank among the top in the industry category.

69.CTR
The abbreviation of click-through rate, the full name is click through rate. The ratio of click volume to impression volume over a period of time can be used to test whether the advertisement is attractive.

70.CPS
The full English name is cost per sales, which refers to charging based on sales commission. Nowadays, many influencers and top anchors who sell goods through live streaming will negotiate with brand merchants about charging based on CPS.

71. Bounce rate
The bounce rate refers to the ratio of the number of visits in which customers enter through the corresponding entrance and leave after visiting only one page to the total number of visits to the page.

72.DTC
The full English name is direct to consumer. In simple terms, it means eliminating the middleman and not making a profit from the price difference.

73. C2M
The full English name is consumer to manufacture, from consumer to producer.

74. Store B/Store C
B stores refer to stores on Tmall. Generally, large merchants and brands open Tmall stores. We call this model "B2C".
C store refers to sellers who open stores on Taobao, that is, stores opened for individual users. Currently, you can apply for free store opening without paying any fees. We call this model "C2C".

75.TP/DP
TP, the full name of which is Taobao Partner, originally referred to the hosting of service merchants certified by Taobao, and now generally refers to e-commerce agency service providers.
DP, the full name of which is Douyin Partner, refers to the operation service provider officially certified by Douyin.

76.FMCG
The full English name is Fast Moving Consumer Goods, which refers to the fast-moving consumer goods industry.

77.OMS
The full English name is Order Management System, which means order management system.

78.WMS
The full name is Warehouse Management System, which means warehouse management system.

79. Self-broadcast/store broadcast refers to the e-commerce live broadcast initiated by brand merchants on the platform, which is usually distinguished from the live broadcast of celebrities or top anchors.

80.Mar-tech
The full name is marketing technology, which refers to the measures and tools that use technological means to achieve marketing goals.

81. The universal delivery mode generally refers to not selecting a population label when delivering media, but choosing to deliver to all user groups.

82. Traffic-generating products are products that bring traffic to the live broadcast room.

83. These profitable products are generally of high quality and have their own unique selling points. Users are not very price sensitive to these products.

84. Trading Desk
Procurement trading platform

85.Ad Network
ADN can be understood as a media agency that earns the difference by purchasing media traffic for advertisers. Its representatives include Baidu Union, etc.

86.SSP
Supply-Side Platform (SSP).

87. Ad Exchange
Ad Exchange

88.PCP
Programmatic Creative Platform (PCP)

89.AVP
Ad Verification Platform (AVP)

90.DMP
Data Management Platform (DMP)

91.MAP
Measurement & Analytics Platform (MAP)

92.Demographics
Demographic characteristics. Typical demographic characteristics include age, gender, region, education level, occupation and income.

93.Cookie
A file on a computer that records a user's behavior on the Internet; a website can use Cookies to identify whether a user has visited the site before.

94.Frequency
Frequency of contact refers to the number of times an advertisement is transmitted to the same browser within a certain period of time. Sites need to use cookies to manage the frequency of advertisements. Advertisers can improve the effectiveness of advertisements by limiting this number of times.

95. Targeting
Targeting, delivering the most appropriate advertisements to users through content matching, user composition or filtering.

96.Retargeting
Redirect. That is, finding out people who have been interested in the advertiser's products or services and re-delivering the advertiser's ads to them. This is recognized as the most accurate and effective targeting method.

97.API
Application Programming Interface (Application Programming Interface/Application Programming Interface), referred to as API.

98.RTB
Real Time Bidding, also known as Open Auction, is abbreviated as RTB.

99. PDB
Private Direct Buy

100.CPM
Cost Per Mille (Cost per thousand impressions), abbreviated as CPM.

101. CPC
Cost Per Click (CPC for short).

102.CPA
Cost Per Action (Cost Per Action), referred to as CPA.

103. oCPX
oCPX is a bidding method that optimizes bids based on target conversions. Among them, o stands for Optimized, including oCPC (optimized click bidding), oCPM (optimized cost per thousand impressions bidding), oCPA (optimized behavioral bidding), etc.

104.LBS
Location-Based Services

105. Marketing middle platform The marketing middle platform serves the entire operation chain (customer acquisition-activation-retention-recommendation-monetization) and user life cycle, providing comprehensive marketing capabilities for various business scenarios, with data-driven as the core.

106. Marketing Automation Marketing Automation is a necessity in modern marketing. It makes the communication between merchants and customers more and more intelligent. Through high-frequency, multi-channel and multi-form communication, it deepens consumers' impression of the brand and enhances their purchasing intention. Telephone communication, email subscriptions, group text messages, WeChat service account push... are our common forms of marketing automation.

107.context
Social context is something we often consider when developing strategies or creativity. Content that fits the current social context can often resonate more.

108.Rough cut
Rough Cut The rough cut is the first step after shooting. Select appropriate shooting materials and edit them to present the video.

109.Limbo Background
The term Limbo Background refers to an empty background with no edges or surroundings in the picture. The empty background is usually a single color, and any color can be used, depending entirely on what the creator wants to express.

110.MR
MR is a formal material requirement list issued by the media or organization responsible for publishing the advertising content to the advertising production company.

Author: Luuuuke

Source: Luuuuke