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1、广告英语大全社论式广告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展品exhibits危机管理crisismanagement娱乐entertainment特写featurearticles内部通报houseorgan以货代款inkind机构广告institutionaladvertis
2、ing游说lobbying慈善行为philanthropy前期市场企业广告marketprepcorporateadvertising营销公关marketingpublicrelation新闻简报news/pressrelease意见抽样opinionsampling招贴posters传媒炒作pressagentry传媒工具press/mediakit公共事务publicaffairs公共关系户publicrelations公众publics公共关系广告publicrelationsadvertising宣传publicity招聘广告recruitmentadvertising声望经营repu
3、tationmanagement撰写讲演稿speechwriting赞助sponsorship时间表avails赛场营销venuemarketing新闻通报录像videonewsrelease受众构成audiencecomposition执行证明书affidavitofperformance受众占有率audienceshare无线电视broadcastTV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bartersyndication有线
4、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grossratingpoints开机家庭HUT存货inventory形象移植imagerytransfer信息式广告informercial互相连接interconnect手册brochures地方时间localtime赔偿条件make-goods广播电视网networks受众总数totalaudi
5、ence网外辛迪加off-networksyndication视听率调查服务公司ratingservices赞助sponsorship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电台指定时间run-of-station点播广播spotannouncement点播广播spotradio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adrequest横幅广告banne
6、r阔幅说明书broadsides商业回邮件businessreplymail按钮button有线调制解调器cable-modem目录catalogs光驱CD-ROM点进率click-throughs分类广告Web站classifiedadWebsite点击率clickrate编辑名录compiledlists小甜饼cookies立体创意直邮creativedimensionaldirectmailing直接电脑DirectPC数字互动媒介digitalinteractivemedia直邮广告direct-mailadvertising折页folders主页homepages专属名录housel
7、ists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明信片postcards邮件反应名录mail-responselists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浏览器Webbrowser网页Webpage
8、Web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查询测试inquirytests深度访问in-depthinterview非正式/试调查informalresearch营销调查marketingresearch深度调查技术intensivetechniqu
9、es营销信息系统marketinginformationsystem,MIS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信度reliability定性调查qualitativere
10、search定量调查quantitativeresearch销售测试salestests样本sample随机概率抽样randomprobabilitysamples回忆测试recalltests样本单位sampleunits二级信息secondarydata全面调查survey试验市场testmarket注意度attentionvalue通用产品代码universalproductcode母体universe效度validity间歇式排期blinking广告印象advertisingimpression广告反应曲线advertisingresponsecurve集中式bursting受众aud
11、ience受众目标audienceobjectives品牌开发指数branddevelopmentindex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exposurevalue市场、资金、媒介、组合、方法5Ms
12、起伏式flightingschedule频次frequency总印象grossimpressions毛评点grossratingpoints市场markets组合mechanics媒介media媒介策划mediaplanning媒介载体mediavehicles讯息力度messageweight资金money方法methodology组合媒介法mixed-mediaapproach驱动值motivationvalue视听率rating看见机会opportunitytosee脉冲式pulsingschedule每册读者数readerspercopy到达率reach近期策划recencyplann
13、ing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businessmagazines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contractrate赠阅发行cont
14、rolledcirculation联合形式cooperative/co-opprograms千人成本CPM封面日期coverdate插页insert封面位置coverposition购物杂志custommagazine日报dailynewspapers清样proofcopy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价目表ratecard频率折扣frequencydiscounts黄金版位fullposition门式
15、折页gatefold公告publicnotice地理版geographiceditions基本发行量guaranteedcirculation横向刊物horizontalpublication独立购物指南independentshoppingguide加插刊登通知insertionorder小单元juniorunit岛形半版islandhalves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-s
16、aledate公开收费制度openrate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费率基准ratebase初级发行量primarycirculation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标准广告单位SAU撕样tearsheets标准收费与数据服务
17、公司SRDS多胞胎版splitruns标准型报纸standard-sizenewspaper周日增刊Sundaysupplement小报型报纸tabloidnewspaper纵向刊物verticalpublication三维广告3-Dads数量折扣volumediscounts周报weeklynewspapers目录catalog广告津贴advertisingallowance回购津贴buybackallowance减价促销cents-offpromotion套装赠送combinationoffer公司大会与经销商聚会companyconventions&dealermeetings消费者销售
18、推广consumersalespromotion联合广告cooperative/co-opadvertising竞赛contest优惠券coupons顾客终身价值customerlifetimevalue数据进入dataaccess数据管理datamanagement数据库营销databasemarketing直接营销directmarketing直接反应广告direct-responseadvertising数据库database直接销售战略direct-salesstrategy直接销售directselling陈列津贴displayallowance易地销售diverting游戏game
19、电子优惠券electroniccoupons提前购买forwardbuying广告插页free-standinginserts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sampling抽奖sweepsta
20、kes货位津贴slottingallowance电话营销telemarketing版权x贸易广告tradeadvertising贸易集中tradeconcentration贸易折扣tradedeals专利patent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全国广告处NAD服罪判决书consentdecree消费者保护团体consumeradvocate推荐endor
21、sements消费者信息网络consumerinformationnetworks消费者保护主义consumerism作者author更正广告correctiveadvertising欺骗性广告deceptiveadvertising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受者receiver知识产权intellectualproperty长期宏观论long-termmacroarguments商标trademark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Nutri
22、tionalLabelingandEducationAct证实testimonials广告advertising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农业广告agriculturaladv
23、ertising自传式讯息autobiographicalmessage知晓广告awarenessadvertising品牌术branding工商广告businessadvertising企业对企业广告business-to-businessadvertising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gl
24、obaladvertising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噪音noise全国性广告nationaladvertising非商业广告noncommercialad
25、vertising人物persona非产品广告nonproductadvertising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零售广告retailadvertising公共关系活动publicrelationsactivities公共关系广告publicrelationsadvertising区域性广告regionaladvertisin
26、g常规价格广告regularprice-lineadvertising销售推广salespromotion服务services信源source资助性消费者sponsorialconsumers目标受众targetaudience广告主/出资人sponsor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战术tacics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态度attitude营销计划marketingplan营销战略marketingstrategy关系营销relationshipmarketing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-salesmeth
28、od产品概念productconcept认知cognition销售定向式目标sales-targetobjectives利益相关者stakeholder目标受众target-audience市场份额法/广告份额法share-of-market/share-of-voicemethod形势分析situationanalysisSWOT分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threatanalysis自上而下式营销top-downmarketing品牌兴趣brandinterest品牌忠诚brandloyalty企业市场businessmarke
29、ts影响中心centersofinfluence消费行为consumerbehavior有意劝服路径centralroutetopersuation消费者决策过程consumerdecisionmakingprocess消费者市场consumermarkets文化culture现有顾客currentcustomers参考组evokedset详尽可能性模型ElaborationLikelihoodModel环境因素environment认知learning选择评估evaluationofalternatives评估标准evaluativecriteria交换exchange需要needs政府市场
30、governmentmarkets习惯habit需要层次hierachyofneed动机motivation工业市场industrialmarkets信息性动机informationalmotives大脑档案mentalfiles人际影响interpersonalinfluences市场market卖主marketers营销marketing被动生成动机negativelyoriginatedmotives非人员影响nonpersonalinfluences刺激stimulus舆论领袖opinionleader集团买主organizationalbuyers感知perception亚文化sub
31、culture感知过滤perceptualscreens无意劝服路径periphialroutetopersuasion自我意识self-concept个人过程personalprocesses劝服persuasion生理过滤physiologicalscreens欲望wants主动生成动机positivelyoriginatedmotives购后失调学说postpurchasedissonance购后评估postpurchaseevaluation潜在顾客prospectivecustomers社会阶层socialclasses心理过滤psychologicalscreens参照人群refe
32、rencegroups经销商市场resellermarkets选择性感知selectiveperception认知失调学说theoryofcognitivedissonance效用utility转换性动机transformationalmotives国际市场transnationalmarkets成长期growthstage地理人口细分geodemographicsegmentation地理细分geographicsegmentation拉pull隐性差异hiddendifferenees独立品牌individualbrand诱导性差异induceddifferences密集分销intensi
33、vedistribution引入期introductoryphase特许品牌licensedbrand市场细分marketsegmentation营销组合marketingmix成熟期maturitystage定位position全国性品牌nationalbrand网络营销networkmarketing初级需求primarydemand非人员传播nonpersonalcommunication人员型服务people-basedservice宣传publicity显性差异perceptibledifferences人员传播personalcommunication价格因素priceelemen
34、t首要需求趋势primarydemandtrend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推式战略pushstrategy拉式战略pullstrategy购买时机purchaseoccasion推入push转销商reseller服务service销售推广salespromotion选择性需求selectivedemand选择性分销selectivedistribution特别事件special
35、events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brandmanag
36、er分类广告classifiedadvertising企业对企业广告公司business-to-businessagency清仓广告clearanceadvertising集中式广告部centralizedadvertisingdepartment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digitalinteractive
37、media直邮广告direct-mailadvertising差价markup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集团式groupsystem普通消费者广告公司generalconsumeragency全球性卖主globalmarketers媒介media横向联合广告horizontalcooperativeadvertising专属广告公司in-houseagency奖励制incentivesystem独立制作社indepe
38、ndentproductionhouse印刷媒介printmedia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点point国际广告公司internationalagency国际媒介internationalmedia维持期maintenancestage国际化架构internationalstructure地方性广告localadvertising地方广告公司localagency经营总监man
39、agementsupervisors媒介购买公司media-buyingservice印刷厂printers媒介代理费mediacommission跨国公司multinationalcorporations减价广告saleadvertising全国性广告主nationaladvertiser全国性广告公司nationalagency下游公司supplier户外广告outdooradvertising关系预备期prerelationshipstage产品广告productadvertising区域性广告主regionaladvertiser区域性广告公司regionalagency奖品Premi
40、ums常规价格广告regular.price-lineadvertising截留费制retainersystem名录Directories销售推广部salespromotiondepartment推测性提案speculativepresentation展台Booths直接费制straight-feesystem终结期terminationstage交通广告transitadvertising纵向联合广告verticalcooperativeadvertising网络设计社Webdesignhouse登场Showing广告礼品advertisingspecialty自动取款机ATM基本巴士单位b
41、asicbus陈列品Exhibits路牌bulletinstructure车内尾部招贴car-endposters电影贴片广告cinemaadvertising8张招贴eight-sheetposters电子显示屏electronicsigns车内广告牌insidecards陈列媒介exhibitivemedia全面登场fullshowing全球定位系统GPS包装Packaging100露出数100showing户外媒介out-of-homemedia车体招贴outsideposters产品安插productplacement看板Spectaculars标准户外广告standardizedou
42、tdooradvertising成品招贴stockposters优惠赠券take-ones出租车外壳taxicabexteriors艺术Art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广告讯息advertisingmessage车站棚广州广告transitshelteradvertising录像手册videobrochure指定mandatories艺术指导artdirection艺术家Artist美术总监artdirector大创意bigidea法
43、官judge头脑风暴法Brainstorming传播媒介communicationsmedia概念化Conceptualization方案人员Copywriter创意纲要creativebrief创意总监creativedirector非文字Nonverbal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技巧technical信息性informational讯息战略messagestrategy产品概念produ
44、ctconcept文字的verbal理性诉求rationalappeals目标受众targetaudience转换性transformational战士warrior价值型思维value-basedthinking形象化visualization利益式标题benefitheadlines样片animatic动画技法animationtechniques声频audio艾耶1号式AyerNo.1结尾close正文bodycopy粗体boldface照相制版camera-readyart表演纲要castingbrief设计design命令式标题commandheadlines末稿comprehens
45、ivelayout/comp演示demonstration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斜体italic整合广告integratedcommercial内容段落interiorparagraphs歌谣式jingles标志logotypes肩题kicker布局图layout预备段落lead-inparagraph生活方式式技法lifestyletechniques助记手段mnemonicdevice音乐式
46、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印签seal方框图片式布局picture-windowlayout招贴式格式poster-styleformat签名signaturecuts主持人式广告presentercommercial启发式标题provocativeheadlines故事板storyboard疑问式标题questionheadl
47、ines广播人物radiopersonality脚本script生活片段sliceoflife口号slogans故事板草图storyboardroughs直截了当式straightannouncement正文text直接推销式正文straight-sellcopy副标题subhead标题句taglines证言testimonial主题句themelines小样thumbnail收尾trialclose图形部分visuals旁白voiceover模拟校样analogproof动画animation合成片answerprint光圈aperture底片baseart音控台audioconsole出血
48、版bleeds蓝线blueline截止期closingdate色基colorkey照相排版术camera-readyart字符计算式character-countmethod分色colorseparation电影摄影师cinematographer连续调continuoustones控制室controlroom组排copycast封面纸coverpaper青、黄、红、黑印刷CYMKprinting数字媒介digitalmedia导演director数字校样digitalproof数码视频效应装置DVEunits特排字体displaytype复制带dubs拷贝dupes电子制作electronicproduction晒版台纸flats一套铅字font任务夹jobjacket四色印刷four-colorprocess网目凸版halfoneplate网屏halftonescreen出格kerning互动电视i
