【能力素质】营销和广告术语（中英文对照）.doc

天马行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632类别中文营销和广告术语English营销调研态度测试中心场所测试混杂测试直接提问法试验法小组讨论正试调查成见效应深度访问非正式/试调查查询测试深度调查技术营销信息系统营销调查市场媒介种类媒介调查媒介细分媒介单位媒介载体产品讯息动机非概率抽样观察法事后测试事前测试初级信息投射法定性调查定量调查attitude testscentral location testsclutter testsdirect questioningexperimental methodfocus groupformal researchhalo effectin-depth interviewinformal researchinquiry testsintensive techniquesmarketing information system, MISmarketing researchmarketsmedia classmedia researchmedia subclassmedia unitsmedia vehiclesmerchandisemessagemotivesnonprobability samplesobservation methodpost-testingpre-testingprimary dataprojective techniquesqualitative researchquantitative research1 of 25类别中文随机概率抽样回忆测试信度销售测试样本样本单位二级信息全面调查试验市场通用产品代码总体营销和广告术语Englishrandom probability samplesrecall testsreliabilitysales testssamplesample unitssecondary datasurveytest marketuniversal product codeuniverse营销调研效度营销策划广告计划广告战略自下而上式营销传播媒介企业目标创意组合试验调查法整合营销传播顾客终身价值营销目标营销计划营销战略需求一满足式目标目标/任务法销售百分比法产品概念关系营销validityadvertising planadvertising strategybottom-up marketingcommunications mediacorporate objectivescreative mixempirical research methodintegrated marketing communicationlifetime customer valuemarketing objectivesmarketing planmarketing strategyneed-satisfying objectivesobjective/task methodpercentage-of -sales methodproduct conceptrelationship marketing2 of 25类别中文销售定向式目标市场份额法/广告份额法形势分析利益相关者营销和广告术语Englishsales-target objectivesshare-of-market/share-of-voice methodsituation analysisstakeholderSWOT分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threat analysis战术目标受众营销策划自上而下式营销tacticstarget-audiencetop-down marketing营销品牌兴趣品牌忠诚企业市场影响中心有意劝服路径认知消费行为消费者决策过程消费者市场文化现有顾客详尽可能性模型环境因素选择评估评估标准参考组交换政府市场习惯需要层次工业市场brand interestbrand loyaltybusiness marketscenters of influencecentral route to persuasioncognitionconsumer behaviorconsumer decision making processconsumer marketsculturecurrent customersElaboration Likelihood Modelenvironmentevaluation of alternativesevaluative criteriaevoked setexchangegovernment marketshabithierarchy of needsindustrial markets3 of 25类别营销中文信息性动机人际影响认知市场卖主营销大脑档案动机需要被动生成动机非人员影响舆论领袖集团买主感知感知过滤无意劝服路径个人过程劝服生理过滤主动生成动机购后失调学说购后评估潜在顾客心理过滤参照人群经销商市场选择性感知自我意识社会阶层刺激亚文化营销和广告术语Englishinformational motivesinterpersonal influenceslearningmarketmarketersmarketingmental filesmotivationneedsnegatively originated motivesnonpersonal influencesopinion leaderorganizational buyersperceptionperceptual screensperipheral route to persuasionpersonal processespersuasionphysiological screenspositively originated motivespost-purchase dissonancepost-purchase evaluationprospective customerspsychological screensreference groupsreseller marketsselective perceptionself-conceptsocial classesstimulussubculture4 of 25类别营销中文认知失调学说转换性动机国际市场效用欲望地理人口细分地理细分成长期隐性差异独立品牌诱导性差异密集分销引入期特许品牌市场细分营销组合成熟期全国性品牌网络营销非人员传播人员型服务显性差异人员传播定位价格因素初级需求首要需求趋势私家品牌产品概念产品因素产品生命周期营销和广告术语Englishtheory of cognitive dissonancetransformational motivestransnational marketsutilitywantsgeodemographic segmentationgeographic segmentationgrowth stagehidden differencesindividual brandinduced differencesintensive distributionintroductory phaselicensed brandmarket segmentationmarketing mixmaturity stagenational brandnetwork marketingnonpersonal communicationpeople-based serviceperceptible differencespersonal communicationpositionprice elementprimary demandprimary demand trendprivate labelproduct conceptproduct elementproduct life cycle5 of 25类别营销公关中文消费心态细分消费心态宣传拉拉式战略购买时机推入推式战略转销商销售推广选择性需求选择性分销服务特别事件标准工业分类代码目标市场目标营销过程电话营销使用率用户身份垂直营销体系用量细分软文倡导广告伏击式营销视听材料公告牌社会参与企业广告营销和广告术语Englishpsychographic segmentationpsychographicpublicitypullpull strategypurchase occasionpushpush strategyresellersales promotionselective demandselective distributionservicespecial eventsStandard Industrial Classification Codestarget markettarget marketing processtelemarketingusage ratesuser statusvertical marketing systemvolume segmentationadvertorialadvocacy advertisingambush marketingaudiovisual materialsbulleting boardscommunity involvementcorporate advertising6 of 25类别公关中文企业识别广告危机管理娱乐展品特写内部通报以货代款机构广告游说前期市场企业广告营销公关新闻简报意见抽样慈善行为招贴传媒代理传媒工具公共事务公共关系户公共关系广告宣传公众招聘广告声望经营撰写讲演稿赞助赛场营销新闻通报录像营销和广告术语Englishcorporate identity advertisingcrisis managemententertainmentexhibitsfeature articleshouse organin kindinstitutional advertisinglobbyingmarket prep corporate advertisingmarketing public relationnews/press releaseopinion samplingphilanthropyposterspress agentrypress/media kitpublic affairspublic relationspublic relations advertisingpublicitypublicsrecruitment advertisingreputation managementspeechwritingsponsorshipvenue marketingvideo news release7 of 25类别职能中文客户策划广告代理公司艺术指导美术工作室全国性广告主协会品牌经理企业对企业广告公司集中式广告部分类广告清仓广告联合广告文案文案人员创意工作室创意总监分散式体制部门式发展期数字互联媒介直邮广告电子媒介手续费代理费混合制外国媒介全面服务公司普通消费者广告公司全球性卖主集团式横向联合广告专属广告公司奖励制独立制作社营销和广告术语Englishaccount planningadvertising agencyart directorsart studiosANAbrand managerbusiness-to-business agencycentralized advertising departmentclassified advertisingclearance advertisingcooperative advertisingcopycopywriterscreative boutiquecreative directordecentralized systemdepartmental systemdevelopment stagedigital interactive mediadirect-mail advertisingelectronic mediafee-commission combinationforeign mediafull-service advertising agencygeneral consumer agencyglobal marketersgroup systemhorizontal cooperative advertisingin-house agencyincentive systemindependent production house8 of 25类别职能中文独立调查公司机构广告整合营销传播互联广告公司国际广告公司国际媒介国际化架构地方性广告地方广告公司维持期经营总监差价媒介媒介购买公司媒介代理费跨国公司全国性广告主全国性广告公司户外广告点关系预备期印刷媒介印刷厂产品广告区域性广告主区域性广告公司常规价格广告截留费制减价广告销售推广部推测性提案营销和广告术语Englishindependent research companyinstitutional advertisingintegrated marketing communicationsinteractive agencyinternational agencyinternational mediainternational structurelocal advertisinglocal agencymaintenance stagemanagement supervisorsmarkupmediamedia-buying servicemedia commissionmultinational corporationsnational advertisernational agencyoutdoor advertisingpointprerelationship stageprint mediaprintersproduct advertisingregional advertiserregional agencyregular price-line advertisingretainer systemsale advertisingsales promotion departmentspeculative presentation9 of 25类别职能创意中文直接费制下游公司终结期交通广告纵向联合广告网络设计社艺术艺术方向艺术家美术总监大创意头脑风暴法传播媒介概念化方案人员创意纲要创意总监创意过程创意金字塔创意创造感性诉求控险家事实型思维信息性法官指定讯息战略非文字营销和广告术语Englishstraight-fee systemsuppliertermination stagetransit advertisingvertical cooperative advertisingWeb design houseartart directionartistart directorbig ideabrainstormingcommunications mediaconceptualizationcopywritercreative briefcreative directorcreative processcreative pyramidcreativecreativityemotional appealsexplorerfact-based thinkinginformationaljudgemandatoriesmessage strategynonverbal10 of 25类别创意中文产品概念理性诉求目标受众技巧转换性价值型思维文字的形象化战士样片动画技法声频艾耶1号式利益式标题正文粗体照相制版表演纲要结尾命令式标题末稿演示设计技巧式正文对白/独白式正文旁白标题吸引技巧图标插图画家企业形象式正文营销和广告术语Englishproduct conceptrational appealstarget audiencetechnicaltransformationalvalue-based thinkingverbalvisualizationwarrioranimaticanimation techniquesaudioAyer No.1benefit headlinesbody copyboldfacecamera-ready artcasting briefclosecommand headlinescomprehensive layout/compdemonstrationdesigndevice copydialog/monolog copydonutheadlinehookiconillustratorsinstitutional copy11 of 25类别创意中文整合广告内容段落斜体歌谣式肩题布局图预备段落生活方式式技法标志助记手段音乐式广告音乐标志叙述式正文新闻/信息式标题出镜头拼版摄影师图片说明式正文方框图片式布局招贴式格式主持人式广告启发式标题疑问式标题广播人物脚本印签签名生活片段口号故事板故事板草图营销和广告术语Englishintegrated commercialinterior paragraphsitalicjingleskickerlayoutlead-in paragraphlifestyle techniqueslogotypesmnemonic devicemusical commercialsmusical logonarrative copynews/information headlineson camerapaste upphotographerspicture-caption copypicture-window layoutposter-style formatpresenter commercialprovocative headlinesquestion headlinesradio personalityscriptsealsignature cutsslice of lifeslogansstoryboardstoryboard roughs12 of 25类别创意中文直截了当式直接推销式正文副标题标题句证言正文主题句小样收尾图形部分旁白模拟校样动画合成片光圈音控台底片出血版蓝线照相排版术字符计算式电影摄影师截止期色基分色连续调控制室组排封面纸青、黄、红、黑印刷数字媒介营销和广告术语Englishstraight announcementstraight-sell copysubheadtaglinestestimonialtexttheme linesthumbnailtrial closevisualsvoiceoveranalog proofanimationanswer printapertureaudio consolebase artbleedsbluelinecamera-ready artcharacter-count methodcinematographerclosing datecolor keycolor separationcontinuous tonescontrol roomcopy castcover paperCYMK printingdigital media13 of 25类别创意中文数字校样数码视频效应装置导演特排字体复制带拷贝电子制作晒版台纸一套铅字四色印刷网目凸版网屏互动电视任务夹出格电脑亭加空铅硬性软片线画版实景真人外景地制片场指令公共场所母带合成样片助记手段多媒体演示正色投影胶片透明塑料膜个人场所营销和广告术语Englishdigital proofDVE unitsdirectordisplay typedubsdupeselectronic productionflatsfontfour-color processhalftone platehalftone screeninteractive TVjob jacketkerningkioskleadingline filmline platelive actionlocationlotmandatoriesmass audience venuemaster tapemixed interlockmnemonic devicemultimedia presentationorthographic filmoverlaypersonal audience venue14 of 25类别创意中文平台使用费后期制作阶段开印前阶段预备阶段印刷制作经理印刷制作过程非公开场所制片人制作阶段复映复播追加酬金反差套印无衬线字体最低合同工资衬线字体一场特技插播广告剥版叠演播人员自动台词提示器课本纸正文字体合套字系排印工艺网页单词计算式工作样片书写纸营销和广告术语Englishplatform licensingpostproduction phaseprepress phasepreproduction phaseprint production managerprint production processprivate audience venueproducerproduction phaseresidual feereverse knockoutsans serifscaleserifsessionspecial effectsspotsstrippingsuperstalenttelepromptertext papertext typetraptype familiestypographyWeb pageword-count methodwork printwriting paper15 of 25类别销售中文回购津贴目录减价促销套装赠送公司大会与经销商聚会消费者销售推广竞赛联合广告优惠券顾客终身价值数据进入数据管理数据库数据库营销直接营销直接反应广告直接销售战略直接销售陈列津贴易地销售电子优惠券提前购买广告插页游戏店内样品试用联络媒介人员销售售点材料什锦袋装样品奖品营销和广告术语Englishbuyback allowancecatalogcents-off promotioncombination offercompany conventions & dealer meetingsconsumer sales promotioncontestcooperative/co-op advertisingcouponscustomer lifetime valuedata accessdata managementdatabasedatabase marketingdirect marketingdirect-response advertisingdirect-sales strategydirect sellingdisplay allowancedivertingelectronic couponsforward buyingfree-standing insertsgamein-store samplinglinkage mediapersonal sellingpoint-of-purchase materialspolybaggingpremiums16 of 25类别销售中文拉式战略推销奖金推式战略部分退款近期、频次、货币方程销售推广样品试用货位津贴抽奖电话营销贸易广告贸易集中贸易折扣贸易推广营销和广告术语Englishpull strategypush money/spiffspush strategyrebatesRFM formulasales promotionsamplingslotting allowancesweepstaketelemarketingtrade advertisingtrade concentrationtrade dealstrade promotion媒介策划广告反应曲线注意度受众受众目标间歇式排期品牌开发指数集中式品种开发指数发行量持续性持续式成本效益单位成本千人成本创意组合advertising response curveattention valueaudienceaudience objectivesblinkingbrand development indexburstingcategory development indexcirculationcontinuitycontinuous schedulecost efficiencycost per pointcost per thousandcreative mix17 of 25类别中文分布目标有效频次有效到达率暴露值营销和广告术语Englishdistribution objectiveseffective frequencyeffective reachexposure value市场、资金、媒介、组合、方法起伏式频次总印象毛评点市场组合媒介媒介策划媒介载体讯息力度方法组合媒介法资金驱动值看见机会脉冲式视听率到达率每册读者数近期策划路障式外溢媒介增效效应媒介策划电视户5Msflighting schedulefrequencygross impressionsgross rating pointsmarketsmechanicsmediamedia planningmedia vehiclesmessage weightmethodologymixed-media approachmoneymotivation valueopportunity to seepulsing scheduleratingreachreaders per copyrecency planningroad blockingspillover mediasynergytelevision households18 of 25类别中文营销和广告术语English报刊媒体出血批量折扣行业杂志发行量审核分类广告纽约分类广告网络分类图片广告截稿日期彩色样品纸条混合收费制消费者杂志合同收费制赠阅发行联合形式千人成本封面日期封面位置购物杂志日报人口版图片广告实际收费农业刊物统一收费制度香味纸条频率折扣黄金版位门式折页地理版基本发行量横向刊物bleedbulk discountsbusiness magazinescirculation auditclassified adsCANNYclassified display adsclosing datecolor stripcombination ratesconsumer magazinescontract ratecontrolled circulationcooperative/co-op programsCPMcover datecover positioncustom magazinedaily newspapersdemographic editionsdisplay advertisingearned ratesfarm publicationsflat ratefragrance stripsfrequency discountsfull positiongatefoldgeographic editionsguaranteed circulationhorizontal publication19 of 25类别中文营销和广告术语English报刊媒体独立购物指南插页加插刊登通知岛形半版小单元地方城市杂志杂志出版人协会媒介采购员媒介标尺调查有限公司全国性杂志全国性价格美国报业协会报纸版面库上市日期公开收费制度订阅发行自动弹启式广告自选版位费预印广告插页初级发行量清样公告费率基准价目表阅读告示地区性刊物任意版位费制二级读者量欠资收费制赛蒙斯市场调查局多胞胎版independent shopping guideinsertinsertion orderisland halvesjunior unitlocal city magazineMPAmedia buyerMRInational magazinesnational rateNAANSBon-sale dateopen ratepaid circulationpop-up ad.preferred-position ratespreprinted insertsprimary circulationproof copypublic noticerate baserate cardreading noticeregional publicationsROP advertising ratessecondary/pass-along readershipshort rateSMRBsplit runs20 of 25类别中文标准广告单位标准收费与数据服务公司标准型报纸周日增刊小报型报纸撕样三维广告纵向刊物数量折扣营销和广告术语EnglishSAU=standard advertising unitSRDSstandard-size newspaperSunday supplementtabloid newspapertear sheets3-D adsvertical publicationvolume discounts报刊媒体周报电台媒体受众构成受众占有率时间表一刻平均听众数一刻平均收听率一刻平均占有率交换辛迪加无线电视有线电视单位成本千人成本累积听众数累积收听率时段组合预定市场区域班车时间首播辛迪加毛评点开机家庭weekly newspapersaudience compositionaudience shareavailsaverage quarter-hour audienceaverage quarter-hour ratingaverage quarter-hour sharebarter syndicationbroadcast TVcable TVCPPCPMcumulative personscumulative ratingday-part mixdesignated market areasdrive timefirst-run syndicationgross rating pointsHUT21 of 25类别中文形象移植信息式广告，专题片互相连接存货地方时间赔偿条件广播电视网网外辛迪加协办占位价格黄金时段节目式广告节目收视率节目编排形式视听