250 essential terms in advertising and marketing
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In advertising companies (especially international 4A), it is very common and normal to mix English words in speech. Many people outside the circle like to make fun of this special way of speaking, thinking that speaking like this is deliberately to appear prestige. In fact, most advertisers just do it out of habit and job needs. The following two sentences clearly show the difference between "habit" and "pretending to be cool": Habit "Before thinking about the brand slogan, you need to find out what the core insight is" Pretending to be cool "Before think about the brand slogan, you need to find out what the core insight is" There are three main reasons for the formation of this habit: First, when the domestic advertising industry was just starting out, advertising theories and methods all came from overseas countries, and some professional terms were difficult to accurately convey their meanings if they were directly translated into Chinese; Secondly, the initial batch of advertising practitioners mainly came from foreign countries and Hong Kong and Taiwan, so it would be more convenient and efficient to express some professional terms directly in English during communication. In addition, with the popularization of digital advertising, more and more professional marketing vocabulary is used in the Internet field, and these vocabulary are usually abbreviations of the first letters of English words. The following is a collection of 250 English words that appear most frequently in advertising companies, including three categories: "company job titles", "professional terminology" and "daily communication terms". If your English is not that good or you have just entered the industry, it is recommended that you save them directly! 1. Company Position TitleSAE: Senior Account Executive AE：Account Executive BD：Business Director PM：Project Manager ACD：Associate Creative Director SAD: Senior Art Director AD：Art Director Senior Designer Designer FA：Finish Artist GH: Group Head SCW — Senior Copywriter CW：Copywriter Copywriter-Freelance Creative Service Supervisor Producer-Freelance 2. Industry-specific terminologyCTR：Click Through Rate O_CLKS：Original Clicks E_CLKS：Effective Clicks CI: Consumer Insight EDM: Electronic Direct Marketing IGA: In-Game Advertising IMC: Integrated Marketing Communication CPM: Cost Per Mille CPC: Cost Per Click CPA: Cost Per Action CVR: Conversion Rate ROI: Return On Investment API: Advertisement Performance Index TA: Target Audience Viral Marketing Modern Trade Modern Channel Traditional Trade PR：Public Relationships SP：Sales Promotion POP: Point of Purchase SOM: Share of Market CIS: Corporate Identity System CI: Corporate Identity EI: Environment Identity SI: Store Identity USP: Unique Selling Proposition Quarter: Quotation: MR: Material Request Advertising material requirements SEM: Search Engine Marketing SOW: Scope of Work FY：Fiscal Year KOL: Key Opinion Leader KOC: key opinion consumer PO：Purchase Order Brief: Brief description/work order KPI: Key Performance Indicator K: Thousand Copy: Copywriting Copy Library: Product Manual KV: Key Vision main vision/main screen H5：HTML5 Hyper Text Markup Language TVC：Television Commercial OS：Overlapping Sound OV: Over Voice IM：Instant Messaging CS：Customer Satisfaction QC: Quality Control UGC: User Generated Content BGC: Brand Generated Content PGC: Professional Generated Content SGC: Show Generated Content WOM: Word of Mouth teaser hook attraction trigger trigger event kick off Launch officially launched Boost Burst big day outbreak day Sustain objective TA: target audience audience composition GenZ (generation Z) Awareness Insight Appeal User journey touchpoint desk research filed research field research focus group Competitor Case Study Learning experience naming concept idea creative idea slogan headline rationale official post poster social media layout design layout OTV: online television online advertising viral video viral video script Storyboard Brand preference online engagement mini-program landing page flow page flow Icon button call to action moment ad celebrity Seeding Topic Spread topic hashtag emotional functional benefit Product Effects website VR：Visual Reality Virtual Reality Technology AR：Augmented Reality Crossover sponsorship Livestream EC: e-commerce Light box advertising Promotion O2O: online to offline offline event Market research Market segmentation penetration Rundown Activity Process outdoor billboard pop-up store booth brochures coupon QR code bar code package gift box GWP: gift with purchase consumer incentive summary reference appendix calendar message house small house for spreading content Roadmap content dissemination timetable 3. Daily Communication TermsPitch discuss argue align Confirm to-do list guideline Design Guidelines template feedback recap review follow up Review Summary Polish schedule schedule timeline deadline deck / slides solution files Present Proposal Presentation debate con-call discuss on the phone client consumer linkage execution cost budget Available monthly report vendor workshop Demo Example production house PPM: pre-production meeting buy in Customer approved and bought |
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