In today’s article we will tell you which are the most used terms in marketing related to three main concepts: advertising agencies, advertisements and the consumer buying process. The advertising agency It is the entity in charge of developing messages and advertising pieces, such as advertisements, creatives, etc. There is a lot of types: Full service advertising agency: These are entities that offer comprehensive communication services, such as marketing, public relations, advertising, social media … They usually work with external personnel per project. Local advertising agency : Agency that limits its field of action to a specific territory. If it is a small town, we would coin the term micro-agency. Within the advertising agency, the person responsible iceland cell phone for customer relations is the so-called account supervisor (or account supervisor in English). The agency’s client is the advertiser. The advertising intermediary is called the advertising intermediary. The advertisement When we talk about advertising, we are talking about any piece or message of advertising that is disseminated in traditional or digital media. There are of several types: Above the fold: These are the ads on the internet that are seen before scrolling (located in the header or upper right side of the page). Above the line advertising: Ads broadcast in mass media, such as TV, Radio or Press. Unconventional advertising actions or atypical advertising: These are those that use unusual media, supports, messages or images, outside the norm. Adult advertising (adult ads): Advertising for adults. Advertise for free (ads for free): Free ads. Advergaming: Advertising in video games. Advertise on internet: Advertising on the internet. Advertorial: It is the header of the email that serves as an advertising space. It usually carries the logo and link to the company’s website in corporate emails. Classified ad: It is the ad ordered by thematic, geographic, sector category, etc.
CPC ad: Ad with cost per click. The advertiser pays for each click received to the owner of the web (webmaster) where the ad is hosted. CPL ad: Ad with cost per lead. The advertiser pays for each action (sale, subscription, etc.) an amount to the owner of the website where the ad is hosted. Ad CPM: The advertiser pays for every thousand ad exposures an amount previously agreed with the webmaster. Zig-zag ad: (Zig-zag spread in English). Press ad with flexible format that folds into different formats. It can include a sample of the product or a small brochure. Exaggerated ad: (Puffery in English). It is the ad that exaggerates reality. Text ad : An internet ad consisting of text plus a link to a website. Pre-roll ad: It is shown before the content visited (for example, before showing a video). On the internet, ads can be contracted in tools such as Google Ads and served in different web spaces by paying a fee for the number of exposures or number of clicks on the ad, through platforms such as Adsense, developed by Google. There are also Advertising Affiliate Programs , advertising affiliate programs through which website owners (so-called affiliates) receive variable remuneration for allowing advertising to be included on their sites. An example of them could be Amazon. The ad exchange market is called ad exchange (although this does not necessarily occur on the internet). The viability and achievement of the objectives of an advertisement is determined by advertising analysis, which will estimate whether the piece is valid.
The buying process The buying process is about the set of decisions and actions necessary to get to acquire a product, which is one of the main objectives of advertising. When we talk about the “shopping cart” in marketing, we are not referring to the classic supermarket; It is the icon that appears on the internet pages with an online sales service. In this cart, you can accumulate products, until you reach the time of payment. Normally, you can remove the products from the cart that you finally decide not to buy, and select only those that you want to take with you. If we leave a product in the shopping cart and leave the online sales website, it is said that we have “abandoned the shopping cart”. The products that are displayed on the web normally remain in the warehouse Taiwan Database for online stores until their purchase. They are usually subcontracted services (leasing of warehouses, cargo bulls, subcontracting of maintenance and storage personnel …) and are managed by manufacturers or intermediaries. They can also be owned by the online store. The effect that advertising has on the purchases that are finally made is measured by the adstock ratio. The way a promotion affects the consumer is called AIDA ; It comes from the four stages that the consumer goes through: Attention, interest, desire and action (of purchase).