策略培训课程 英文版（十六）.PPTVIP

Basic Knowledge of Advertising Publicis ·AD-LINK What is the role of Advertising? Advertising can be used for a number of marketing communication problems. ? As a marketing communication tool. Full-Service Agency ? Marketing and Media Planning ? Research and Analysis ? Advertising Campaigns-Local, Regional, National ? Creative Concept / Copy writing ? Logo / Corporate Identity Development Full-Service Agency ? Graphic Design and Production ? Radio and Television Production ? Direct Marketing Program ? Media Placement ? Public Relations / Special Event Planning Agency Structure Working Procedure Flow ChartPrint Production Terminology常用语 Terminology常用语 V/O旁白 Slide / Positive film正片 Rough cut粗剪 Negative film负片 T/C Transfer胶转磁 Photo retouching图片润色 Betacam Photo scanning图片扫描 U-matic DPI(Dot Per Inch)分辨率 DAT Thanks ! * * * Client’s Brief Layout/copy presentation Layout/copy confirmation Quotation of Artwork, C/S out of house cost Confirm of Artwork, C/S OFH cost quotation Artwork procedure Artwork confirmation Color separation Proofing confirmation Production Settle payment (within15 days) No Yes Yes Yes Working Procedure Flow Chart Media Media objective/strategies and flowchart presentation Media strategies flowchart confirmation Detail schedule presentation Debit Note to Client Yes Acted by Client Detail schedule confirmation Client’s Brief Material request list to production department Booking Material ready and delivery Airing or publishing Monitoring report/ newspaper sample presentation Post buy analysis presentation Contract signed No Yes Concept概念 Story board故事板 Layout设计 Reach到达率 Copy文案 Frequency频率 Artwork墨稿 Rating收视率 Color Separation分色 TARPs目标收视点 Proofing打样 GRP总收视点 Printin