DCLK for Advertiser Introduction_David

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CONVERSATIONAL ADVERTISING

CONVERSATIONAL ADVERTISING
申请人:BRODY, Jonathan, S.,WONG, Victor 地址:151 Bloor Street West, Suite 703 Toronto, Ontario M5S 1S4 CA,3f, 18, Alley 2, Lane 244, Sec.3 Roosevelt Road Taipei, 100 TW,19 Widdifield Avenue Newmarket, ON L3X 1Z4 CA 国籍:CA,T W,CA 代理机构:WAKIMURA, Mary Lou 更多信息请下载全文后查看
专利内容由知识产权出版社提供
专利名称:CONVERSATIONAL ADVERTISING 发明人:BRODY, Jonathan, S.,WONG, Victor 申请号:US2008011362 申请日:20081001 公开号:WO09/04 54 35P 1 公开日:200904 09
摘要:A method of advertising in a computer medium, such as he Internet. The method includes providing a virtual instructor in a virtual environment. The virtual instructor is configured to provide content, such as, a foreign language instruction or a translation service of existing foreign language web pages to a user over the Internet. In the substantive content, the virtual instructor embeds or hides promotional content in the substantive content. This promotional content can be a spoken advertisement to the user. The promotional content can be introduced in a subtle manner, and does not distract the user from the lesson. The advertisement may be spoken to the user by the virtual instructor at the time the educational content is provided to the user.

advertising教案

advertising教案

Advertising教案一、课程概述本课程主要介绍广告的基本概念、广告形式、广告策略、广告效果等相关内容,旨在帮助学生了解广告的本质、掌握基本的广告制作技巧,能够更好地应对日常生活中的广告与市场营销活动。

二、教学内容第一章广告的基本概念1.广告定义及目的2.广告的分类及其特点3.广告的素材和创意第二章广告的形式1.印刷广告2.广播广告3.电视广告4.网络广告5.广告宣传品第三章广告策略1.广告目标群体的选择2.广告的创意和文案3.广告媒介的选择4.广告的传播渠道第四章广告效果1.广告效果的评估2.广告决策的重要性3.广告效果的统计和分析三、教学方法本课程采用面对面授课、案例分析、讨论、模拟制作等多种教学方法,注重实操训练和知识融合。

同时,还将配备相应的教学视频,便于学生自主学习和反复查看。

四、考核方式1.平时考核:参与课堂讨论、完成作业和实验、课外阅读等,占总评成绩的30%。

2.综合考核:阶段安排综合性实训,根据完成情况给予综合评估,占总评成绩的40%。

3.期末考试:采用闭卷、笔试形式,占总评成绩的30%。

五、教学资源教学资源主要由教师提供,包括教学视频、课程资料、实践项目等,同时也会向学生推荐与广告相关的书籍和案例。

六、参考文献1.《广告学:创意与实战》2.《广告文案写作》3.《广告设计基础》4.《品牌定位与创意传播》七、课程总结广告作为商业社会中必不可少的一部分,已经成为了市场竞争的重要手段之一。

本课程旨在帮助学生全面了解广告的各个方面,掌握基本的广告制作技巧,为未来的工作和生活打下坚实的基础。

同时,学生还将通过本课程培养出很强的分析以及创新思维,为社会做出更加杰出的贡献。

营销书籍推荐英语作文范文

营销书籍推荐英语作文范文

营销书籍推荐英语作文范文英文:I would like to recommend the book "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger. This book explores the science behind why things go viral and how to craft contagious content. It's a fascinating read for anyone interested in marketing and understanding how ideas spread.Another great book I would recommend is "Influence: The Psychology of Persuasion" by Robert B. Cialdini. This book delves into the psychology behind why people say "yes" and how to apply these principles to marketing and sales. It's a must-read for anyone in the marketing field.Both of these books have had a profound impact on my understanding of marketing and have provided me with valuable insights that I have been able to apply to my own work.中文:我想推荐一本书《传染力,如何在数字时代建立口碑》(Contagious: How to Build Word of Mouth in the Digital Age)作者是乔纳·伯格(Jonah Berger)。

职场社交英语lesson1欢迎来到资讯王

职场社交英语lesson1欢迎来到资讯王

职场社交英语Lesson 1欢迎来到资讯王这是一篇由网络搜集整理的关于关于职场社交英语Lesson 1欢迎来到资讯王的文档,希望对你能有帮助。

SCENE① A 加州的资讯王达康办公室【欢迎来到资讯王】Dave: Welcome to InfoKing. I'm Dave. Looks like you've 1) inherited Bob's 2) cubicle.戴夫:欢迎来到资讯王。

我是戴夫。

看来你已经接管了鲍伯的办公室隔间。

Zina: I'm Zina Romero. Sales. Who was Bob?吉娜:我是吉娜萝美洛。

业务员。

谁是鲍伯?Dave: Bob was a totally 3) studly 4) programmer.戴夫:鲍伯是个彻头彻尾的壮男程序设计师。

Zina: Studly?吉娜:壮男?Dave: You know. Big brain.戴夫:你知道嘛,就是头好壮壮。

Zina: His stuff is still 5) tacked up on the walls. Did he leave in a hurry?吉娜:他的`东西还钉在墙上。

他走得很匆忙吗?Dave: The pressure got to him. Plus he wanted to get paid.戴夫:压力让他崩溃了。

加上他又想拿到薪水。

语言详解A: Sitting in a cubicle all day.整天坐在隔间里。

B: What do you hate most about working in an office?你最恨在办公室工作的哪一点。

【get to 影响,左右】get to在对话中是指“影响,左右”,多半是指负面的情况:A:The pressure has been really getting to me lately.我最近真的被压力压得喘不过气来。

职场广告策划英语对话

职场广告策划英语对话

职场广告策划英语对话职场广告策划英语对话Conversation 1对话一Fred: OK! Let's get down to business now.佛瑞德:好吧!我们直接切人话题。

David: Say it.大卫:说吧!Fred: As you know, we should work out cautious and detailed plan for our promotion, so as to guide our company to be successful in the new product, I-series.佛瑞德:正如你所知道的,对于我们的促销活动,我们应该给出一份比较谨慎而且详尽的计划,从而指导我们公司能够成功对I系列的新产品进行推销。

David: That's right. And in my opinion, to push the sale of the new products is not an easy task.大卫:没错。

我认为,推销新产品并非易事。

Fred: I know that. I need to discuss this with Arden.And in his opinion, we should widen the scope of our ads, so newspaper and Internet should be adopted in this campaign.佛瑞德:我明白这点,而且我需要和阿顿谈谈此事。

他认为,我们应该扩大我们的广告宣传的范围,这样在这次促销活动中可以采用报纸和网络这两种媒体进行大力宣传。

David: Could you put it in detail?大卫:你能说具体一点吗?Fred: Well. We plan to contact www. on-line advertising. and Shanghai Morning Newspaper to discuss the advertisement schedule.佛瑞德:好。

《黑客帝国》解说文案_1999-2003 沃卓斯基经典科幻:黑客帝国三部曲 BD一览,骇客

《黑客帝国》解说文案_1999-2003 沃卓斯基经典科幻:黑客帝国三部曲 BD一览,骇客

《黑客帝国》解说文案_1999-2003 沃卓斯基经典科幻:黑客帝国三部曲 BD一览,骇客任务廿二世纪杀人网络,重装上阵矩阵革命!美国动作/科幻电影《黑客帝国》,于1999年上映,由莉莉·沃卓斯基拉娜·沃卓斯基导演,莉莉·沃卓斯基拉娜·沃卓斯基编剧,影片讲述了一名年轻的网络黑客尼奥发现看似正常的现实世界实际上是由一个名为“矩阵”的计算机人工智能系统控制的。

尼奥在一名神秘女郎崔妮蒂的引导下见到了黑客组织的首领墨菲斯,三人走上了抗争矩阵的征途。

——图文整理自网络安迪·沃卓斯基Andy Wachowski 拉娜·沃卓斯基Lana Wachowski 对于这套科幻动作经典,可以洗碟无数,从D5、各种D9、盒装雕像版洗到现在。

收了华录的胶盒版蓝光系列之后,作为包装控,继而收了京东的铁盒收藏版系列,估计,将来还会出个4K修复的XX版,甚至还有3D重生版,一切皆有可能!华纳全区赠品版蓝光: 《黑客帝国》系列堪称近年来少有的大手笔,三集系列气势磅礴,其中最有开创精神的第一集更是受到了影迷与影评人的双重肯定,基努·里维斯也继《生死时速》之后达到了个人事业的顶峰,一身黑衣墨镜的装扮也成为好莱坞最酷的形象之一。

黑客帝国1/ 22世纪杀人网络 / The Matrix 产地:大陆区码:ABC全区题材:动作冒险/科幻魔幻碟数:1容量:BD50编码:1080p/VC-1长宽比:16:9片长:139分钟对白:英语杜比5.1,英语杜比TrueHD 5.1字幕:繁体中文、英文这部电影之所以震撼了全美乃至全球,原因之一当然得归功于沃卓斯基兄弟“超现实主义”般的剧情创意,在Matrix中天马行空的同时又时而讨论着严肃的哲学命题:你的一切感知也许会是高科技模拟出来的产物,你所处的世界也许并非真实世界,而是Matrix!这一没有谜底的命题又被无数黑客迷们不断的解构,想象,讨论,发挥,成为热极一时的话题。

香港广告公司培训手册媒介培训

香港广告公司培训手册媒介培训

香港广告公司培训手册——媒介部的基本常识智网媒介部的角色提供媒介计划方案根据以下三点分析竞争者的行动费用使用媒体季节性评估媒体选择准备广告前广告后的分析报告帐单和发票提供有关理由媒介计划步骤客户服务在媒介计划过程如何发挥作用原则一:更多地了解客户客户提供媒介背景简介需要的材料有:产品背景目标受众竞争者名称广告目标/策略季节性地理覆盖范围创意元素广告预算使媒介部参与公司与客户的会议原则二:给媒介部足够的时间错误:创作部需要三周提交一个好的方案,媒介部只需三天。

正确:媒介部的需要时间思考和协调,理想的时间是至少提前三周。

对某些地区性或国际性的媒体,需要提前四周。

媒介计划的要素用媒介术语定义目标受众媒介目标媒介策略媒介选择购买策略计划执行媒介计划程序媒介目标媒介策略媒介组合媒介选择媒介计划购买策略媒介目标我们想达到什么目的到达率频率冲击力时间供考虑的因素:广告目的目标受众费用限制创意含义竞争者策略季节性媒介策略我们怎样达到认定的目标媒介组合(不同媒体的结合)媒介选择(频道/报纸/杂志的实际选择)购买策略(时间/位置选择/季节性)个案研究客户:某某牌时装媒介目标:在女性中强化形象在日本和台湾旅游者中唤起注目媒介策略:使用印刷品作为唯一载体WHAT:目标集中,花费少,形象鲜明WHEN:在旺季采用集中轰炸式WHERE:本地、日本及台湾代理商铺媒介选择:报纸妇女杂志(旅游刊物)名称及选择理由购买策略:报纸黑白版杂志中社会生活页(C)旅游刊物的购买段(C)媒介术语目标受众收视率(TARPS或TVR)例如:黄金时间TV插播广告被子100,000个家庭主妇看到,而全港共有250,000个家庭主妇,因此,黄金时段的TV插播的收视率为:100,000/250,000=40%或40TARPS总收视率(GRPS)例如:一个广告计划包括2条插播广告,每个收视率如下:100,000/250,000 H/W 4075,000/250,000 H/W 30因此,该广告计划总达到处70GRPS到达率例如:在前一个例子中,四个TV插播得到处70GRPS,这并不意味已获得力70%的目标收视观众,因为存在重复。

咨询广告英语作文高中

咨询广告英语作文高中

咨询广告英语作文高中Advertising plays a significant role in our daily lives. From the moment we wake up, we are bombarded with various types of advertisements, both online and offline. Advertisements are designed to capture our attention and persuade us to purchase products or services. In this essay, we will explore the impact of advertising on society, both positive and negative, and discuss the ethical concerns surrounding it.Firstly, advertising is a powerful tool that helps businesses promote their products and increase sales. It provides consumers with information about new products, discounts, and special offers. For example, when a new smartphone is launched, advertisements on television,social media, and billboards inform potential buyers about its features and benefits. This allows consumers to make informed choices and find the best deals.Furthermore, advertising contributes to economic growthby creating jobs and generating revenue. The advertising industry employs millions of people worldwide, including marketers, designers, copywriters, and sales representatives. Moreover, advertising revenue is a major source of income for media outlets such as television, radio, and websites. Without advertising, these industries would struggle to survive.However, advertising also has its negative aspects. One of the main concerns is the manipulation of consumer behavior. Advertisements often use psychological techniques to persuade consumers to buy products they may not need or cannot afford. For instance, advertisements for fast food restaurants often target children, creating a desire for unhealthy food and contributing to the rise of childhood obesity. This raises ethical questions about the responsibility of advertisers and the impact of their messages on vulnerable populations.Another issue is the invasion of privacy. With the rise of online advertising, companies collect vast amounts of personal data to target consumers with personalized ads.While this allows for more relevant advertisements, it also raises concerns about the protection of personal information. Consumers may feel that their privacy is being violated when they see ads that seem to know their every move and interest.In addition, advertising can perpetuate harmful stereotypes and promote unrealistic beauty standards. Many advertisements feature models or celebrities who conform to a narrow definition of beauty, leading to body image issues and low self-esteem, especially among young people. This has sparked debates about the responsibility of advertisers to portray diverse and inclusive representations of beauty.To address these concerns, there are measures that can be taken to ensure ethical advertising practices. Governments can implement stricter regulations to protect consumers from false or misleading advertisements. Advertisers should also be encouraged to promote products and services that are beneficial to society, such as environmentally friendly or socially responsible products. Moreover, consumers should be educated about advertisingtechniques and encouraged to critically analyze the messages they receive.In conclusion, advertising has both positive and negative impacts on society. While it helps businesses promote their products and contributes to economic growth, it also raises ethical concerns regarding consumer manipulation, invasion of privacy, and perpetuation of harmful stereotypes. By implementing stricter regulations and promoting ethical advertising practices, we can create a balance between the benefits of advertising and the protection of consumer rights.。

传智播客PHP 0912 基础班 入学测试题

传智播客PHP 0912 基础班 入学测试题

传智播客PHP 0912 基础班入学测试题传智播客php0912基础班入学测试题Php0912基础班入学考试基础英语一、请写下以下英文单词(共100个单词)的中文意思,得20分table()list()align()center()style()border()true()row()paragraph()frame()anchor()from()password()background()margin()padding()color()size()head()body()title()content()class()font ()clear()false()position()top()left()width()height()image()user()document()alert()write()get()floor()ceil()array()object ()function()string()date()hour()time()host()seconds()day()month()split()splice()rand()print()round()new()index()while()for()if()else()value()insert()form()update()delete()alter()modify()change()primary()key()add()drop()create()type()database()character()set()fetch()method()connect()query()include ()page()after()last()first()replace()before()echo()element()math()alert()prompt()confirm()post()submit()click()onblur()focus()HTML基础一、请将正确答案填到括号内(共5题)分数20分(1)下面对HTML含义的解释是正确的()a)html即hypertextmarkuplanguage超文本标记语言b)html是编程语言c)html是一种开发工具d)html是一种浏览器(2)关于html文件的正确声明是()a)html标记都必须配对使用b) HTML标记与大小写无关。

英语朗读社团招新广告英语作文

英语朗读社团招新广告英语作文

英语朗读社团招新广告英语作文Discover the Power of the Spoken Word: Join Our English Reading Club!Are you passionate about the English language and eager to explore the richness of its literary traditions? If so, then our English Reading Club is the perfect place for you to cultivate your love for the written word and hone your language skills. Whether you're a seasoned reader or a budding linguaphile, our club offers a welcoming and inclusive community where you can immerse yourself in the captivating world of English literature.At the heart of our club lies a deep appreciation for the art of public speaking and the transformative power of the spoken word. Through regular meetings and engaging discussions, we strive to create a dynamic and supportive environment where members can confidently share their insights, interpretations, and personal connections with the texts we explore. From classic novels to contemporary poetry, our reading selections are carefully curated to expose you to the diverse tapestry of English-language literature,broadening your horizons and enriching your understanding of the human experience.One of the key pillars of our club is the weekly reading sessions, where members take turns presenting and discussing their favorite passages from the selected works. These sessions are not mere recitations, but rather lively and thought-provoking exchanges that encourage critical thinking, active listening, and the development of public speaking skills. Imagine the thrill of standing before your peers, your voice resonating with the words of a beloved author, as you transport them to the imaginary realms of the written word. Through these experiences, you'll not only hone your English proficiency but also cultivate the confidence and poise to effectively communicate your ideas and emotions.But our club is more than just a platform for literary analysis and public speaking. It is a vibrant community of like-minded individuals who share a deep appreciation for the power of language and the transformative potential of the written word. Beyond our reading sessions, we organize various social events and cultural activities that allow members to connect on a personal level, fostering meaningful friendships and creating a sense of belonging.Imagine an afternoon spent exploring the local bookstore, hand-picking new titles to add to your reading list and engaging in livelydiscussions with fellow book enthusiasts. Or picture yourself attending a poetry slam, where you'll be captivated by the raw emotion and lyrical mastery of talented performers, and perhaps even find the courage to take the stage yourself. These experiences not only enrich your understanding of the English language but also expand your cultural horizons, exposing you to the diverse perspectives and creative expressions that make the world of literature so dynamic and compelling.As a member of our English Reading Club, you'll have the opportunity to participate in various outreach initiatives and community service projects, further honing your communication skills and making a positive impact on the world around you. Imagine visiting local schools and libraries, sharing your love for reading with younger generations and inspiring them to cultivate their own literary passions. Or picture yourself collaborating with community organizations to host workshops and public events that celebrate the art of storytelling and the power of the spoken word.Through these meaningful engagements, you'll not only develop a deeper understanding of the English language but also cultivate a sense of social responsibility and a commitment to making a difference in your community. By sharing your love for literature and your passion for effective communication, you'll inspire others and contribute to the enrichment of the cultural landscape around you.So, if you're ready to embark on an unforgettable journey of literary exploration, personal growth, and community engagement, we invite you to join our English Reading Club. Whether you're a seasoned reader or a newcomer to the world of English literature, you'll find a welcoming and supportive community that will nurture your love for the written word and empower you to become a confident and articulate communicator.Don't let this opportunity pass you by. Take the first step towards unlocking the power of the spoken word and join our vibrant community of literary enthusiasts today. Together, we'll explore the depths of the English language, discover the hidden gems of literature, and cultivate the skills and confidence to share our passion with the world.。

对广告专业的了解和认识英语对话

对广告专业的了解和认识英语对话

对广告专业的了解和认识英语对话English:In the field of advertising, understanding goes beyond just creating eye-catching visuals and persuasive messages—it involves a deep comprehension of consumer behavior, market trends, brand positioning, and effective communication strategies. Advertising professionals must possess a blend of creativity and analytical skillsto develop campaigns that resonate with diverse audiences. English plays a crucial role in this domain because it is the global languageof business and advertising. Proficiency in English enables advertising specialists to access a vast array of resources, collaborate with international teams, and communicate ideas effectively on a global scale. Moreover, English proficiency allows professionals to comprehend and leverage insights from English-language research, case studies, and industry reports that contribute to strategic decision-making in advertising.中文翻译:在广告领域,了解不仅仅局限于创作引人注目的视觉效果和有说服力的信息,还包括对消费者行为、市场趋势、品牌定位和有效沟通策略的深入理解。

【最新推荐】职场美语对话第29集:试探市场-给潜在客人打电话时用的语言word版本 (2页)

【最新推荐】职场美语对话第29集:试探市场-给潜在客人打电话时用的语言word版本 (2页)

【最新推荐】职场美语对话第29集:试探市场-给潜在客人打电话时用的语言word版本本文部分内容来自网络整理,本司不为其真实性负责,如有异议或侵权请及时联系,本司将立即删除!== 本文为word格式,下载后可方便编辑和修改! ==职场美语对话第29集:试探市场-给潜在客人打电话时用的语言BBCEnglish at Work Episode 29: Put the feelers outBBC 白领工作英语第 29 集:试探市场给潜在客人打冷电话时用的语言Narrator : 再见了 Mr Socrates ! 他回美国了!让伦敦的团队来处理怎样扩展 Tip Top 贸易公司的欧洲市场。

Paul : Sorry to keep you waiting . I had to go to the airport with Mr Socrates to see him off . We had a good chat in the taxi and he said some very positive things .Denise : Oh yes . Like what ?Paul : Err , well … well , how nice English beer is .Tom : Yeah but what about the European marketing strategy – what are we going to do about that ?Paul : Well , Anna is supposed to lead on that , I ’ m taking a more biscuitorial control over it .Anna : A what ?Tom : It means you do all the work while he eats all the biscuits .Paul : Do you mind Tom . Now , what I ’ m thinking is we put the feelers out – do some cold calling , see what people are buying at the moment .Anna : Cold calling ? But I like to be warm when I ’ m on the phone .Denise : No Anna . Cold calling is when you call prospective clients when they ’ re not expecting you to , to ask them something or tosell them something . I ’ m very good at callin g people .。

大学广告专业英语教材

大学广告专业英语教材

大学广告专业英语教材Chapter 1: Introduction to AdvertisingAdvertising is an essential component of the modern business landscape. In this chapter, we will explore the basics of advertising and its importance in today's society.1.1 Definition and Purpose of Advertising- Advertising refers to the communication of messages through various media platforms in order to promote products, services, or ideas.- The purpose of advertising is to inform, persuade, and influence target audiences to take a specific action, such as purchasing a product or supporting a cause.1.2 Historical Evolution of Advertising- Trace the origins of advertising from ancient civilizations to the modern era.- Examine key milestones and developments in advertising throughout history, such as the rise of mass media and the advent of digital advertising.1.3 Advertising Strategies and Techniques- Explore different advertising strategies, including brand positioning, target audience identification, and message creation.- Discuss popular advertising techniques such as emotional appeals, celebrity endorsements, and storytelling.Chapter 2: Advertising Research and Consumer BehaviorIn this chapter, we will delve into the field of advertising research and its relationship with consumer behavior. Understanding consumer preferences and motivations is crucial for effective advertising campaigns.2.1 Market Research in Advertising- Explain the role of market research in advertising and its importance in identifying consumer trends, preferences, and behaviors.- Discuss various research methods used in advertising, such as surveys, focus groups, and data analysis.2.2 Consumer Behavior and Advertising- Analyze the factors that influence consumer behavior and how they can be leveraged in advertising campaigns.- Explore the psychological and social aspects that shape consumer decision-making processes.2.3 Target Audience Analysis- Discuss the process of identifying and analyzing target audiences for advertising campaigns.- Explain the significance of demographic and psychographic factors in determining target audience characteristics.Chapter 3: Advertising Media and ChannelsThis chapter will focus on the different media platforms and channels available for advertising purposes. Understanding the strengths and limitations of each medium is essential for effective campaign planning.3.1 Traditional Advertising Media- Explore traditional media platforms such as television, radio, print, and outdoor advertising.- Discuss the advantages and disadvantages of each medium and how they have evolved in the digital age.3.2 Digital Advertising and Online Platforms- Examine the growth of digital advertising and its impact on the industry.- Discuss popular online platforms for advertising, including social media, search engines, and display advertising.3.3 Integrated Marketing Communication- Explain the concept of integrated marketing communication (IMC) and its importance in creating cohesive and effective advertising campaigns.- Discuss the role of public relations, direct marketing, and sales promotion in an integrated marketing communication approach.Chapter 4: Creative Advertising and CopywritingIn this chapter, we will explore the artistic and creative aspects of advertising, focusing on the role of copywriting and visual communication in capturing consumers' attention and conveying messages effectively.4.1 Elements of Effective Advertising- Examine the key elements of successful advertising campaigns, including attention-grabbing headlines, compelling visuals, and persuasive calls-to-action.- Discuss the importance of creativity and innovation in advertising.4.2 Copywriting Techniques- Explore the art and science of copywriting, including language choice, tone, and persuasive techniques.- Provide examples of effective copywriting in various advertising mediums.4.3 Visual Communication in Advertising- Analyze the role of visuals in advertising and the impact of design elements such as color, composition, and typography.- Discuss the use of imagery and graphics in conveying brand messages.ConclusionThis comprehensive English textbook for university-level advertising students provides a comprehensive overview of the field, covering everything from the basics of advertising to advanced creative techniques. By studying the principles and strategies presented in this book, students will be well-equipped to navigate the dynamic world of advertising and contribute to the industry's growth and innovation.。

广告狂人介绍的英语作文

广告狂人介绍的英语作文

广告狂人介绍的英语作文"Hey, have you seen that amazing advertisement on TV? It's just so cool!" I said to my friend Tom as we were walking home from school one day.This got me thinking about the "Advertising Maniacs" I know. There's this one guy in our neighborhood, Mr. Johnson. He's alwaysing up with the craziest ideas for advertisements. One time, I was at the park and saw him setting up this huge display. He had all these colorful banners and balloons, and he was shouting at the top of his lungs, "Come and see! The best deals ever!"I walked up to him and asked, "Mr. Johnson, why do you go all out like this for ads?" He looked at me with a big grin and said, "Kid, advertising is an art! It's about catching people's attention and making them remember. And I love doing it!"I thought that was so interesting. And then there's my aunt. She works in an advertising agency. I remember going to her office once and seeing all these people running around, brainstorming ideas. My aunt was in the middle of it all, looking excited and full of energy.She told me, "We have to be creative, think outside the box. An advertisement can change the way people think about a product or a service." I was like, "Wow, that's so cool!"Isn't it amazing how these "Advertising Maniacs" can take something ordinary and make it seem extraordinary? They use their creativity and passion to make us notice things we might not have otherwise. It's like they're magicians, but instead of pulling rabbits out of hats, they pull our attention towards different things.Advertising is such a big part of our lives. It's everywhere we look, from billboards to TVmercials to social media. And these people who are crazy about it, they're the ones who make it all happen. They make our world a more colorful and interesting place. I mean, without them, how would we know about all the cool stuff out there? So, yeah, I think the "Advertising Maniacs" are pretty awesome!。

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DART Search
Billing & Reconciliation
DART Search
DART Rich Media – Adv. Rich Media, Video, Emerging Adplanner MediaVisor DART Rich Media DART for Advertisers Advertising Exchange DART Adapt MediaVisor
25
DFA 销售模式
1 2
点击监测
• 创意放在网站服务器,DFA不投放广告
•点击/点击后行为
Tracking Ads
• 创意放在网站服务器,DFA不投放广告 • 监测印象数和点击数 • 监测印象后行为和点击后行为 • 高级报表(E to C, 时间间隔报告,频次报告,网站重合度报告)
Google Confidential and Proprietary
12
Spotlight应用范例 应用范例
Lexus试驾促销活动
聚光灯代码
首页/ 首页 到达页
试驾预订页面
感谢/确认页面 感谢 确认页面
印象后行为 : 310 点击后行为 : 920
印象后行为 : 120 点击后行为 : 350
印象后行为 : 80 点击后行为 : 290
广告投放结果: 广告投放结果 广告投放了 500,000 印象数 广告产生了 980 点击
• 可以根据广告投放基准水 平生成图形化报表
Google Confidential and Proprietary
22
多样化的报表指标
GEOGRAPHY • 地理信息:国家级,城市 级 • 浏览器,操作系统 • 各种指标可以在任意层级 生成报表
TECHNOLOGY
Google Confidential and Proprietary
Google Confidential and Proprietary
10
Spotlight简介 简介
Spotlight跟踪广告转换信息
• Standard Spotlight跟踪用户在转换页面的每一次访问 • Unique Spotlight获取转换页面独立访问者个数(Cookie 每24小时过期) • Sales Spotlight跟踪在线电子商务产品销售量或销售金额 Custom Spotlight Variables获取更 Variables 多用户转换信息 • 任何不涉及个人隐私的信息 • 邮政编码,地区 • 产品在线购买 • 可最多自定义20个变量
广告主…广告活动 广告主…
网站…广告… 网站…广告…广告素材
Google Confidential and Proprietary 20
灵活的报表时间分割
同一天) 小时分割 (同一天)
日分割
周、月分割
Google Confidential and Proprietary
21
图形化报表视图
• 基于印象数,点击数和点 击率的图形化报表 • 可在任意层级生成图形报 表
DoubleClick简介
产品综述
Q&A
Google Confidential and Proprietary
1
10余年网络广告行业经验 余年网络广告行业经验
承传网络广告投放和管理的专业经验 • 公司成立于1996年,2008年被Google收购 • 第三方网络广告投放和展示广告技术的先导者 • 每天投放超过170亿网络广告印象数 全球合作客户, 超过3000, 他们是世界顶级媒体代 理公司,财富500强公司和排名前列的网站
Google Confidential and Proprietary
3
DoubleClick 中国广告主及广告代理公司客户
Google Confidential and Proprietary
DoubleClick与广告商共同的目标 与广告商共同的目标
广告商通过数据优化和覆盖多渠 道的高效工作流程实现投资回报 的最大化
Google Confidential and Proprietary
全新DFA报表引擎 报表引擎 全新
新报表引擎与DFA6整合 整合 新报表引擎与 广告主数据控制面板 图形化视图
更方便的数据获取方式
19
Google Confidential and Proprietary
多层级数据分列
全账户… 全账户…
26
Questions?
Google Confidential and Proprietary
Plan Measure
Optimize
数据的中立性(第三方) 数据的中立性(第三方)
• 真实的反应广告投放效果,从不修改数据 • 通过DART实现一致的监测算法(由IAB,MRC认证), 对广告投放中的不同网站使用同一尺度来衡量 • 统一的报表格式涵盖展示广告、搜索广告和富媒体广告
Google Confidential and Proprietarydlight进行转换率跟踪 进行转换率跟踪 使用
通过post-click和post-impression衡量广告活动的效果
Spotlight
Floodlight
跟踪广告活动的转换率 自定义广告转换的类型:产品销售, 文件下载,活动/产品注册等
集成所有其他页面监测代码 更新页面监测代码无需改动Floodlight 代码
Google Confidential and Proprietary
11
Spotlight工作原理 工作原理
• 在需要跟踪广告转换的页面放置Spotlight代码 • 用户通过DoubleClick广告曝光或点击到达该页面,DFA记录广告转换 • Spotlight根据用户的cookie,只记录由DoubleClick广告引导的页面访问
• 9 of Top 10 global agencies • 9 of top 10 Fortune 500® companies • 8 of Top 10 US sites, 9 of Top 10 European sites
一个完整的整合平台,包括
• • • • • • Media planning/buying Ad Serving/Campaign management Rich Media & Video DoublleClick Search DoubleClick Mobile DoubleClick AdExchange
媒介计 媒介计划 & 购买
Buy side Sell side
创意
监测
广告投放
报告
优化
Invoicing
整合平台 Proposal Generation Inventory Management
整合平台
整合平台
监测
广告投放
报告
优化
Invoicing
DART Sales Manager
DART for Publishers, DART Enterprise Advertising Exchange DART Rich Media – Adv. Rich Media, Video, Emerging DART Mobile
Google Confidential and Proprietary 2
结合凸显不同优势资源, 与Google结合凸显不同优势资源,为客户提供 结合凸显不同优势资源 最优解决方案
• 精通于创新和技术基础构架 • 具有丰富的创建可扩展的市场的经 验 • 强大的工程技术资源
• 网络广告行业领先的发布 平台 • 资深的行业洞察力 • 具有丰富的为客户提供自 定制服务和咨询的经验
广告投放管理
• 易用的广告投放管理平台 • 自定制用户权限管理 • 广告转换率监测 • 广告素材管理 • 广告定向投放
报表
• 整合展示、富媒体和搜索 广告统一报表平台 • 标准报表、高级报表和自 定制报表
广告活动优化
• 自动素材优化 • Remarketing
Google Confidential and Proprietary
15
DFA报表简介 报表简介
标准报表
• 根据需要自定义各种报表
–针对广告商、广告活动和广告 多纬度报表 –标准报表模板 –印象数/点击数/独立用户和 频次报表 –实时报表 –细化的富媒体跟踪报表
高级报表
• 深层次广告转换分析
–网站销售周期分析 –网站重合度分析 –最佳广告投放频次分析 –广告转换路径分析 –富媒体互动行为转化分析
23
报表共享和输出格式
Google Confidential and Proprietary
24
为什么要使用DFA? ? 为什么要使用
Execute
提高广告管理效率
在线管理广告投放的全部流程 管理媒体采购中所有网站的广告投放操作 统一管理所有广告素材 使用同一系统发布各种类型的素材:普通格式、富媒体 格式和视频格式 • 与客户的系统进行API整合 • • • •
Google Confidential and Proprietary 13
DFA报表
报表中心与报表分析
Google Confidential and Proprietary
覆盖各种渠道的报表功能
品牌宣传广告 搜索
Report Central
Google Confidential and Proprietary
用户点击广告
到达含有spotlight的页面 记录为post-click activity
用看到广告但是 没有点击
随后到达含有聚光灯的页面 记录为post-impression activity
用户可以通过直接输入页面地址或搜索 引擎访问该页面
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