商务英语 Level 6 Unit 2 Part 2 Vocab

Vocabulary【Making an Ad】

advertisers
Advertisers are businesses that pay money to create ads and show them to an audience.
They own the product or service that is being advertised.
Frequently, advertisers hire advertising agencies to design ads.
They also pay publishers, like social media sites, to access advertising space and distribute ads.

ad: = advertisement

advertising agencies
An advertising agency is a company that creates advertisements.
It is also involved in marketing and branding strategies, such as logo design.
Ad agencies are often hired to give a new perspective on how to promote a brand or product.
Because ad agencies are independent from their clients' marketing teams, they often offer fresh and creative ideas.

publishers
A publisher owns a platform that advertises a product or service.
They earn money by selling ad space to advertisers.
Examples of publishers include newspapers, websites, or apps like WeChat and Instagram.
Advertisers often choose publishers to gain access to a particular audience or demographic.

demographic: a particular sector of a population

accounts department
In an ad agency, the accounts department is responsible for managing client relations.
It is made up of account executives and led by an account director.
It meets with clients, listens to their feedback, and brings in new business.
It also works with the creative department to make sure ads meet client needs.

executive: 经理
director: 负责人

creative department
The creative department is responsible for ads, logos, and any other work produced by the agency.
It is led by a creative director, and often consists of copywriters and designers.
The creative department takes client feedback and tries to turn it into engaging ads or marketing campaigns.

copywriter: 广告文字撰稿者

media planning department
The media planning department oversees the distribution of an ad or marketing campaign.
It chooses a mix of media platforms to reach a target demographic.
It is also responsible for analyzing data to track the performance of a campaign.

oversee: 监管

Question

1. Advertisers purchase ads space from publishers to access a particular audience.
2. Why does the accounts department work with the creative department
   > to make sure customer needs are meet
3. What is the creative department responsible for?
   > designing advertisements
4. What do media planers need to consider before buying ads space?
   > how a platform can reach an audience
5. In an ad agency, the accounts department is responsible for managing client relations.