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1、广告英语大全广告英语大全 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institution
2、aladvertising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recruitmentadver
3、tising 声望经营reputationmanagement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
4、bartersyndication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grossratingpoints开机家庭HUT存货inventory 1 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
5、广播电视网networks受众总数totalaudience 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a
6、dnetworks广告查询adrequest 横幅广告banner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-mailadve
7、rtising折页folders 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
8、statementstuffers Web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 2 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informalre
9、search营销调查marketingresearch 深度调查技术intensivetechniques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primaryda
10、ta投射法projectivetechniques信度reliability 定性调查qualitativeresearch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adverti
11、singimpression广告反应曲线advertisingresponsecurve集中式bursting 受众audience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effec
12、tivefrequency有效到达率effectivereach暴露值exposurevalue 3 市场、资金、媒介、组合、方法5Ms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oppor
13、tunitytosee脉冲式pulsingschedule每册读者数readerspercopy 到达率reach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c
14、olorstrip混合收费制combinationrates 消费者杂志consumermagazines合同收费制contractrate赠阅发行controlledcirculation 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
15、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 4 媒介采
16、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ROPadvertisingra
17、tes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buyback
18、allowance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-response
19、advertising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 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pullstrate
20、gy推销奖金pushmoney/spiffs推式战略pushstrategy部分退款5 rebates 近期、频次、货币方程RFMformula销售推广salespromotion样品试用sampling 抽奖sweepstakes货位津贴slottingallowance电话营销telemarketing版权copyright 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
21、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endorsements 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
22、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NutritionalLabelingandEducationAct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subliminaladvertisin
23、g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agriculturaladvertising 自传式讯息autobiographicalmessage知晓广告awarenessadvertising品牌术branding 6 工商广告businessadvertising企业对企业广告business-to-businessadvertising渠道channel 辅助材料collateralmate
24、rials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globaladvertising 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localadverti
25、sing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noncommercialadvertising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
26、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regionaladvertising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
27、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corporateobjectives创意组合creativemix 试验调查法empiricalresearchmethod整合营销传播7 integratedmarketingcommunication 顾客终身价值lifetimecustomervalue营销目标marketingobjective
28、s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-salesmethod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-vo
29、icemethod形势分析situationanalysis SWOT分析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businessmarkets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
30、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 *市场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interpersonalinflu
31、ences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subculture 8 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physiologicalscree
32、ns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referencegroups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
33、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intensivedistribution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n
34、ationalbrand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priceelement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psychograph
35、icsegmentation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 9 销售推广salespromotion选择性需求selectivedemand选择性分销selectivedistribution 特别事件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telemarketi
36、ng 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brandmanager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centralizeda
37、dvertisingdepartment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digitalinteractivemedia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for
38、eignmedia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independentproductionhouse印刷媒介printmedia 独立调查公司independentresearchcompany机构广告institutionaladvertising
39、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 10 国际化架构internationalstructure地方性广告localadvertising地方广告公司localagency 经营总监managementsupervisors媒介购买公司media-buyingservice印刷厂printers 媒介代理费mediacommission跨国公司multinati
40、onalcorporations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Premiums 常规价格广告regular.price-lineadvertising截留费制retainersystem名录Directories 销售推广部salespro
41、motiondepartment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basicbus陈列品Exhibits 路牌bulletinstructure车内尾部招贴car-endposters电影贴片广告cinemaadvertisi
42、ng 8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Packaging 100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standardizedoutdooradvertising 成品招贴stockposters优惠赠券take-ones出租车外壳taxicabexteriors艺术Art 终
43、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 11 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法官judge 头脑风暴法Brainstorming传播媒介communicationsmedia概念化Conceptualizati
44、on 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productconcept文字的verbal 理性诉求rationalappeals目标受众targetaudience转换性tr
45、ansformational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comprehensivelayout/comp演示demonstration 技巧式正文devicecopy对白/独白式正文dia
46、log/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音乐式广告musicalcommercials音乐标志musicallogo 叙述式正文narrativec
47、opy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 12 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questionheadlines广播人物radiopersonality脚本script生活片段sliceof
48、life 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出血版bleeds蓝线blueline截止期closingdate色基color
49、key 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interactiveTV电脑亭kiosk加空铅leading硬性软片linefilm线画版li
