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1、一、名词解释1、Copyplatform(文案大纲)Thecopyplatformisalsoknownbyseveralothernames,includingthecreativestrategy.Itshouldcovertheproduct’sfeatures/benefits,competitiveadvantage/weakness,informationaboutthetargetaudience,thetoneofthemessage,andasimple,overridingstatementaboutt
2、heproduct.2、Typography(排版)Typographyreferstothearrangementoftextonapage,andappearsinsomeformoranotherinallinstancesofwrittencommunication.Dependingonthepurpose,typographycanbeusedforoptimumreadability,impact,oranartisticstatement.3、Keyframe(关键帧)Thisshouldbethemost
3、memorablesceneofacommercial.Itmaybethe“punchline”or“payoffframe”inaspot.ThinkofthesingleimagethatanewspaperormagazinemightusetodescribeaTVcommercialandyou’llknowwhatwemean.4、DAGMARItstandsfordefiningadvertisinggoalsformeasuredadvertisingresults.ThekeycomponentsofD
4、AGMARareawareness,comprehension,conviction,andaction.Inadditiontoprovidingawaytoquantifyadvertisingeffectiveness,DAGMARprovidesagreatmodelforthewayadvertisingworks.5、DirectMail(直邮)DirectMailismarketingcommunicationtoolthatenablesdirectresponseaswellasotherkindsoft
5、ransactions.DirectMailis“simplyadeliverymedium,oneveryeffectivewayforsellerstointeractandtransactdirectlywithbuyers.”6、Costperclick(每点击的花费)Usedtopriceadvertisingonline.Advertisingpayinternetpublishersbasedonthenumberofclicksaspecificadbannergets.Ratesusuallyrangef
6、rom10to20centsperclick.7、Productplacement(植入式广告)Somecompaniesspecializeinplacingtheirclients’productsongameshowsasprizes.OhersconcentrateongettingtheirclientsintomoviesandTVshows.8、Storyboard(故事版)It’swithpicturesofkeyscenesfrombeginningtoend.Theaudioandvideocreate
7、dwithphotography.Itreallyhelptheproducer,directorofphotography,andpostproductioncrew,astheclient,understandthespot.9、Coupons(优惠券)Essentiallythesearelittleslipsofpaperthatensureadiscount.Theyaredistributedinanumberofways:traditionally,inmagazineandnewspaperads;infr
8、eestandinginsertsinnewspaper;indirectmailpacks;andonline,inaformthatconsumersprintathome.10、Scenario(故事情节)Thisisabriefdescriptionofthecommercialconcept.
