DM is the abbreviation of English Direct Mail Advertising, that is, direct mail advertising, also known as direct mail advertising, which refers to the advertising form that directly sends advertisements to advertisers through the postal system. English direct mail advertising, the earliest Chinese name is "direct mail advertising". Early DM had many nicknames, such as "mail advertisement", "direct mail advertisement" and "tabloid advertisement". It is generally believed that only advertisements through the post office can be called DM advertisements. However, in the textbook "Basic Knowledge of Advertising" published by the State Administration for Industry and Commerce 1995, DM is defined as direct marketing advertisement.

The full name of VI is visual identification, that is, visual design of enterprise VI, which translates into visual identification system. Is to transform the non-visual content of CI into static visual identification symbols. Correctly designing and implementing a scientific visual identification system is a shortcut to spread corporate ideas, establish corporate visibility and shape corporate image. Through VI design, enterprises can gain employees' sense of identity and belonging internally, strengthen enterprise cohesion externally, establish the overall image of enterprises, integrate resources, transmit enterprise information to the audience in a controllable way, and continuously strengthen the audience's cognition through visual symbols, thus gaining recognition. VI is a part of enterprise CI, which includes three aspects. They are BI, MI and VI, and the three aspects are behavior recognition, enterprise mental identity and visual recognition.