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1、广告术语中英对照2016-08-30 一八:03:29 | #1楼回目录社论式广告advertorial倡导广告advocacyadvertising伏击式营销ambushmarketing视听材料audiovisualmaterials公告牌bulletingboards社会参与communityinvolvement企业广告corporateadvertising企业识别广告corporateidentityadvertising危机管理crisismanagement娱乐entertainment展品exhibits特写featurearticles内部通报houseorgan以货代款i
2、nkind机构广告institutionaladvertising游说lobbying前期市场企业广告marketprepcorporateadvertising营销公关marketingpublicrelation新闻简报news/prerelease意见抽样opinionsampling慈善行为philanthropy招贴posters传媒炒作preagentry传媒工具press/mediakit公共事务publicaffairs公共关系户publicrelations公共关系广告publicrelationsadvertising宣传publicity公众publics招聘广告recr
3、uitmentadvertising声望经营reputationmanagement撰写讲演稿speechwriting赞助sponsorship赛场营销venuemarketing新闻通报录像videonewsrelease执行证明书affidavitofperformance受众构成audiencecomposition受众占有率audienceshare时间表avails一刻平均听众数averagequarter-houraudience一刻平均收听率averagequarter-hourrating一刻平均占有率averagequarter-hourshare交换辛迪加bartersy
4、ndication无线电视broadcastTV有线电视cableTV单位成本CPP千人成本CPM累积听众数cumulativepersons累积收听率cumulativerating时段组合day-partmix预定市场区域designatedmarketareas班车时间drivetime首播辛迪加first-runsyndication毛评点groratingpoints开机家庭HUT形象移植imagerytransfer信息式广告informercial互相连接interconnect存货inventory地方时间localtime赔偿条件make-goods广播电视网networks
5、网外辛迪加off-networksyndication协办participationbasis占位价格preemptionrate黄金时段primetime节目式广告PLA节目收率视programrating节止编排形式programmingformats视听率调查服务公司ratingservices电台指定时间run-of-station赞助sponsorship点播广播spotannouncement点播广播spotradio受众总数totalaudience总体受众计划totalaudienceplan电视家庭TVHH特高频UHF甚高频VHF广告网络adnetworks广告查询adreq
6、uest横幅广告banner阔幅说明书broadsides手册brochures商业回邮件businereplymail按钮button有线调制解调器cable-modem目录catalogs光驱CD-ROM分类广告Web站classifiedadWebsite点击率clickrate点进率click-throughs编辑名录compiledlists小甜饼cookies立体创意直邮creativedimensionaldirectmailing数字互动媒介digitalinteractivemedia直接电脑DirectPC直邮广告direct-mailadvertising折页folder
7、s主页homepages专属名录houselists内部刊物houseorgans互动电视interactiveTV互联网Internet互联网服务供应商Internetserviceprovider插播广告interstitial关键词keyword电脑亭kiosk信件公司lettershop名录经纪人listbroker邮件反应名录mail-responselists明信片postcards推播技术pushtechnology销售信函salesletters搜索引擎searchengines邮简self-mailers赞助sponsorship公告书statementstuffersWeb
8、浏览器Webbrowser网页WebpageWeb电视WebTV万维网WorldWideWeb广告调查advertisingresearch态度测试attitudetests中心场所测试centrallocationtests混杂测试cluttertests直接提问法directquestioning试验法experimentalmethod小组讨论focusgroup正试调查formalresearch成见效应haloeffect深度访问in-depthinterview非正式/试调查informalresearch查询测试inquirytests深度调查技术intensivetechniq
9、ues营销信息系统marketinginformationsystem,MIS营销调查marketingresearch市场markets媒介种类mediaclass媒介调查mediaresearch媒介细分mediasubclass媒介单位mediaunits媒介载体mediavehicles产品merchandise讯息message动机motives非概率抽样nonprobabilitysamples观察法observationmethod事后测试posttesting事前测试pretesting初级信息primarydata投射法projectivetechniques定性调查qual
10、itativeresearch定量调查quantitativeresearch随机概率抽样randomprobabilitysamples回忆测试recalltests信度reliability销售测试salestests样本sample样本单位sampleunits二级信息secondarydata全面调查survey试验市场testmarket通用产品代码universalproductcode母体universe效度validity广告印象advertisingimpression广告反应曲线advertisingresponsecurve注意度attentionvalue受众audie
11、nce受众目标audienceobjectives间歇式排期blinking品牌开发指数branddevelopmentindex集中式bursting品种开发指数categorydevelopmentindex发行量circulation持续性continuity持续式continuousschedule成本效益costefficiency单位成本costperpoint千人成本costperthousand创意组合creativemix分布目标distributionobjectives有效频次effectivefrequency有效到达率effectivereach暴露值exposure
12、value市尝资金、媒介、组合、方法5Ms起伏式flightingschedule频次frequency总印象groimpressions毛评点groratingpoints市场markets组合mechanics媒介media媒介策划mediaplanning媒介载体mediavehicles讯息力度messageweight方法methodology组合媒介法mixed-mediaapproach资金money驱动值motivationvalue看见机会opportunitytosee脉冲式pulsingschedule视听率rating到达率reach每册读者数readerspercop
13、y近期策划recencyplanning路障式roadblocking外溢媒介spillovermedia增效效应synergy电视户televisionhouseholds发行量审核局ABC出血bleed批量折扣bulkdiscounts行业杂志businemagazines发行量审核circulationaudit分类广告classifiedads纽约分类广告网络CANNY分类图片广告classifieddisplayads截稿日期closingdate彩色样品纸条colorstrip混合收费制combinationrates消费者杂志consumermagazines合同收费制contr
14、actrate赠阅发行controlledcirculation联合形式cooperative/co-opprograms千人成本CPM封面日期coverdate封面位置coverposition购物杂志custommagazine日报dailynewspapers人口版demographiceditions图片广告displayadvertising实际收费earnedrates农业刊物farmpublications统一收费制度flatrate香味纸条fragrancestrips频率折扣frequencydiscounts黄金版位fullposition门式折页gatefold地理版ge
15、ographiceditions基本发行量guaranteedcirculation横向刊物horizontalpublication独立购物指南independentshoppingguide插页insert加插刊登通知insertionorder岛形半版islandhalves小单元juniorunit地方城市杂志localcitymagazine杂志出版人协会MPA媒介采购员mediabuyer媒介标尺调查有限公司MRI全国性杂志nationalmagazines全国性价格nationalrate美国报业协会NAA报纸版面库NSB上市日期on-saledate公开收费制度openrate
16、订阅发行paidcirculation自动弹启式广告pop-upad.自选版位费preferred-positionrates预印广告插页preprintedinserts初级发行量primarycirculation清样proofcopy公告publicnotice费率基准ratebase价目表ratecard阅读告示readingnotice地区性刊物regionalpublications任意版位费制ROPadvertisingrates二级读者量secondary/pass-alongreadership欠资收费制shortrate赛蒙斯市场调查局SMRB多胞胎版splitruns标准
17、广告单位SAU标准收费与数据服务公司SRDS标准型报纸standard-sizenewspaper周日增刊Sundaysupplement小报型报纸tabloidnewspaper撕样tearsheets三维广告3-Dads纵向刊物verticalpublication数量折扣volumediscounts周报weeklynewspapers广告津贴advertisingallowance回购津贴buybackallowance目录catalog减价促销cents-offpromotion套装赠送combinationoffer公司大会与经销商聚会companyconventions&deal
18、ermeetings消费者销售推广consumersalespromotion竞赛contest联合广告cooperative/co-opadvertising优惠券coupons顾客终身价值customerlifetimevalue数据进入dataaccess数据管理datamanagement数据库database数据库营销databasemarketing直接营销directmarketing直接反应广告direct-responseadvertising直接销售战略direct-salesstrategy直接销售directselling陈列津贴displayallowance易地销售
19、diverting电子优惠券electroniccoupons提前购买forwardbuying广告插页free-standinginserts游戏game店内样品试用in-storesampling联络媒介linkagemedia人员销售personalselling售点材料point-of-purchasematerials什锦袋装样品polybagging奖品premiums拉式战略pullstrategy推销奖金pushmoney/spiffs推式战略pushstrategy部分退款rebates近期、频次、货币方程RFMformula销售推广salespromotion样品试用sam
20、pling货位津贴slottingallowance抽奖sweepstake电话营销telemarketing贸易广告tradeadvertising贸易集中tradeconcentration贸易折扣tradedeals贸易推广tradepromotion明确表示affirmativedisclosure美国广告联盟AAF美国广告公司协会AAAA全国性广告主协会ANA商业促进局BBB停止/中止令cease-and-desistorder比较广告comparativeadvertising服罪判决书consentdecree消费者保护团体consumeradvocate消费者信息网络consu
21、merinformationnetworks消费者保护主义consumerism版权x更正广告correctiveadvertising欺骗性广告deceptiveadvertising推荐endorsements道德广告ethicaladvertising联邦通讯委员会FCC联邦贸易委员会FTC食品与药品管理局FDA知识产权intellectualproperty长期宏观论long-termmacroarguments全国广告处NAD国家广告审查局NARB国家广告审查委员会NARC非产品事实nonproductfacts营养标识与教育法NutritionalLabelingandEducat
22、ionAct专利patent隐私权privacyrights夸大puffery短期操纵论short-termmanipulativearguments社会责任socialresponsibility潜意识广告subliminaladvertising证据substantiation证实testimonials商标trademark不正当广告unfairadvertising美国专利与商标署U.S.PatentandTrademarkOffice行为广告actionadvertising实际消费者actualconsumer广告advertising农业广告agriculturaladverti
23、sing作者author自传式讯息autobiographicalmessage知晓广告awareneadvertising品牌术branding工商广告busineadvertising企业对企业广告business-to-busineadvertising渠道channel辅助材料collateralmaterials消费者广告consumeradvertising消费者consumer译码decode直接反应广告direct-responseadvertising戏剧式讯息dramamessage编码encode农场广告farmadvertising反馈feedback全球性广告glob
24、aladvertising商品goods观点ideas形象广告imageadvertising预定消费者impliedconsumer工业时期industrialage工业化时期industrializingage国际广告internationaladvertising地方性广告localadvertising营销marketing营销传播marketingcommunications营销公关marketingPR媒介medium讯息message叙述式讯息narrativemessage全国性广告nationaladvertising噪音noise非商业广告noncommercialadve
25、rtising非产品广告nonproductadvertising人物persona人员销售personalselling后工业时期postindustrialage前工业化时期preindustrialage过程process产品product产品广告productadvertising专业广告professionaladvertising公共关系publicrelations公共关系活动publicrelationsactivities公共关系广告publicrelationsadvertising受者receiver区域性广告regionaladvertising常规价格广告regula
26、rprice-lineadvertising零售广告retailadvertising销售推广salespromotion服务services信源source广告主/出资人sponsor资助性消费者sponsorialconsumers目标受众targetaudience目标市场targetmarket贸易广告tradeadvertising广告讯息advertisingmessage广告计划advertisingplan广告战略advertisingstrategy自下而上式营销bottom-upmarketing传播媒介communiciationsmedia企业目标corporateob
27、jectives创意组合creativemix试验调查法empiricalresearchmethod整合营销传播integratedmarketingcommunication顾客终身价值lifetimecustomervalue营销目标marketingobjectives营销计划marketingplan营销战略marketingstrategy需求一满足式目标need-satisfyingobjectives目标/任务法objective/taskmethod销售百分比法percentage-of-salesmethod产品概念productconcept关系营销relationshi
28、pmarketing销售定向式目标sales-targetobjectives市场份额法/广告份额法share-of-market/share-of-voicemethod形势分析situationanalysis利益相关者stakeholderSWOT分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threatanalysis战术tacics目标受众target-audience自上而下式营销top-downmarketing态度attitude品牌兴趣brandinterest品牌忠诚brandloyalty企业市场businemarkets影响中
29、心centersofinfluence有意劝服路径centralroutetopersuation认知cognition消费行为consumerbehavior消费者决策过程consumerdecisionmakingprocess消费者市场consumermarkets文化culture现有顾客currentcustomers详尽可能性模型ElaborationLikelihoodModel环境因素environment选择评估evaluationofalternatives评估标准evaluativecriteria参考组evokedset交换exchange政府市场governmentm
30、arkets习惯habit需要层次hierachyofneeds工业市场industrialmarkets信息性动机informationalmotives人际影响interpersonalinfluences认知learning市场market卖主marketers营销marketing大脑档案mentalfiles动机motivation需要needs被动生成动机negativelyoriginatedmotives非人员影响nonpersonalinfluences舆论领袖opinionleader集团买主organizationalbuyers感知perception感知过滤perce
31、ptualscreens无意劝服路径periphialroutetopersuasion个人过程personalprocesses劝服persuasion生理过滤physiologicalscreens主动生成动机positivelyoriginatedmotives购后失调学说postpurchasedissonance购后评估postpurchaseevaluation潜在顾客prospectivecustomers心理过滤psychologicalscreens参照人群referencegroups经销商市场resellermarkets选择性感知selectiveperception自
32、我意识self-concept社会阶层socialclasses刺激stimulus亚文化subculture认知失调学说theoryofcognitivedissonance转换性动机transformationalmotives国际市场transnationalmarkets效用utility欲望wants地理人口细分geodemographicsegmentation地理细分geographicsegmentation成长期growthstage隐性差异hiddendifferenees独立品牌individualbrand诱导性差异induceddifferences密集分销inten
33、sivedistribution引入期introductoryphase特许品牌licensedbrand市场细分marketsegmentation营销组合marketingmix成熟期maturitystage全国性品牌nationalbrand网络营销networkmarketing非人员传播nonpersonalcommunication人员型服务people-basedservice显性差异perceptibledifferences人员传播personalcommunication定位position价格因素priceelement初级需求primarydemand首要需求趋势pr
34、imarydemandtrend私家品牌privatelabel产品概念productconcept产品因素productelement产品生命周期productlifecycle消费心态细分psychographicsegmentation消费心态psychographic宣传publicity拉pull拉式战略pullstrategy购买时机purchaseoccasion推入push推式战略pushstrategy转销商reseller销售推广salespromotion选择性需求selectivedemand选择性分销selectivedistribution服务service特别事件
35、specialevents标准工业分类代码StandardIndustrialClassificationCodes目标市场targetmarket目标营销过程targetmarketingprocess电话营销telemarketing使用率usagerates用户身份userstatus垂直营销体系verticalmarketingsystem用量细分volumesegmentation客户主管、客户联络Aes客户策划accountplanning广告代理公司advertisingagency艺术指导artdirectors美术工作室artstudios全国性广告主协会ANA品牌经理bra
36、ndmanager企业对企业广告公司business-to-busineagency集中式广告部centralizedadvertisingdepartment分类广告classifiedadvertising清仓广告clearanceadvertising联合广告cooperativeadvertising文案copy文案人员copywriters创意工作室creativeboutique创意总监creativedirector分散式体制decentralizedsystem部门式departmentalsystem发展期developmentstage数字互联媒介digitalintera
37、ctivemedia直邮广告direct-mailadvertising电子媒介electronicmedia手续费代理费混合制fee-commissioncombination外国媒介foreignmedia全面服务公司fullserviceadvertisingagency普通消费者广告公司generalconsumeragency全球性卖主globalmarketers集团式groupsystem横向联合广告horizontalcooperativeadvertising专属广告公司in-houseagency奖励制incentivesystem独立制作社independentprodu
38、ctionhouse独立调查公司independentresearchcompany机构广告institutionaladvertising整合营销传播integratedmarketingcommunications互联广告公司interactiveagency国际广告公司internationalagency国际媒介internationalmedia国际化架构internationalstructure地方性广告localadvertising地方广告公司localagency维持期maintenancestage经营总监managementsupervisors差价markup媒介me
39、dia媒介购买公司media-buyingservice媒介代理费mediacommission跨国公司multinationalcorporations全国性广告主nationaladvertiser全国性广告公司nationalagency户外广告outdooradvertising点point关系预备期prerelationshipstage印刷媒介printmedia印刷厂printers产品广告productadvertising区域性广告主regionaladvertiser区域性广告公司regionalagency常规价格广告regular.price-lineadvertisi
40、ng截留费制retainersystem减价广告saleadvertising销售推广部salespromotiondepartment推测性提案speculativepresentation直接费制straight-feesystem下游公司supplier终结期terminationstage交通广告transitadvertising纵向联合广告verticalcooperativeadvertising网络设计社Webdesignhouse广告礼品advertisingspecialty自动取款机ATM基本巴士单位basicbus展台Booths路牌bulletinstructure车
41、内尾部招贴car-endposters电影贴片广告cinemaadvertising名录Directories8张招贴eight-sheetposters电子显示屏electronicsigns陈列品Exhibits陈列媒介exhibitivemedia全面登场fullshowing全球定位系统GPS车内广告牌insidecards100露出数100showing户外媒介out-of-homemedia车体招贴outsideposters包装Packaging奖品Premiums产品安插productplacement登场Showing看板Spectaculars标准户外广告standardi
42、zedoutdooradvertising成品招贴stockposters优惠赠券take-ones出租车外壳taxicabexteriors终点站招贴terminalposters30张招贴架30-sheetposterpanel整车牌位totalbus商业展示会tradeshows交通广告transitadvertising车站棚广州广告transitshelteradvertising录像手册videobrochure广告讯息advertisingmessage艺术Art艺术指导artdirection艺术家Artist美术总监artdirector大创意bigidea头脑风暴法Brai
43、nstorming传播媒介communicationsmedia概念化Conceptualization方案人员Copywriter创意纲要creativebrief创意总监creativedirector创意过程creativeprocess创意金字塔creativepyramid创意creative创造creativity感性诉求emotionalappeals控险家explorer事实型思维fact-basedthinking信息性informational法官judge指定mandatories讯息战略messagestrategy非文字Nonverbal产品概念productconc
44、ept理性诉求rationalappeals目标受众targetaudience技巧technical转换性transformational价值型思维value-basedthinking文字的verbal形象化visualization战士warrior样片animatic动画技法animationtechniques声频audio艾耶1号式AyerNo.1利益式标题benefitheadlines正文bodycopy粗体boldface照相制版camera-readyart表演纲要castingbrief结尾close命令式标题commandheadlines末稿comprehensive
45、layout/comp演示demonstration设计design技巧式正文devicecopy对白/独白式正文dialog/monologcopy旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文institutionalcopy整合广告integratedcommercial内容段落interiorparagraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-inparagraph生活方式式技法lifestyletechniques标志logotypes助记手段mnemonicdevice音乐式广告musicalcommercials音乐标志musicallogo叙述式正文narrativecopy新闻/信息式标题news/informationheadlines出镜头oncamera拼版pasteup摄影师photographers图片说明式正文picture-captioncopy方框图片式布局picture-windowlayout招贴式格式poster-styleformat主持人式广告presenterco
