广告术语中英文对照.doc

广告术语中英文对照AAA（美国广告院校协会）American Academy of AdvertisingAAAA, 4As (美国广告代理商协会)American Association of Advertising AgenciesABC (广告发行量稽查会)Audit Bureau of CirculationsAMA (美国市场营销协会)American Marketing AssociationAIO (行为、兴趣、观点数据库)activity, interesting, opinionIAA (国际广告协会)International Advertising Association POP广告 point of purchasesSWOT分析、优劣势分析 strength, weakness, opportunity, threat案头研究desk research版权copyright包装package保存率keeping rate报价quotation, cost estimate备忘录memo调查对象interviewee, respondent, participant比稿competition, pitch比较广告comparative advertising边际效用marginal utility标题headline标志logo, mark草稿rough草图sketch插图illustration差异性（策略）differentiation蒙太奇montage免费赠品 give away命名 naming模仿copy模型 model, pattern目标对象target audience尼尔逊电视调查报告 Nielsen Television Index频率 frequency品牌brand品牌策略 brand strategy品牌个性（人格化） brand personality品牌购买趋势brand momentum品牌管家 brand steward品牌经理brand manager品牌联想brand linkage品牌识别 brand identity产品核心概念 product concept产品名称测试name test产品效用benefit产品形象 product image产品原型product prototype产品原型测试prototype test产品周期product life-cycle产品属性product attribute陈列display冲击力impact出口广告export advertising传播，沟通communication传播策略 communication strategy创意creative创意草图idea sketch创意策略creative strategy创意概念 creative concept创意提案creative presentation创意总监creative director (CD)从众follow促销活动promotion打样color proof打字照排typesetting大众传播 mass communication代理商agent导演director到达率reach到达频率frequency第一知名度 top of mind (TOM) 点子idea电话调查telephone interview电视广告commercial电视媒体 TV media调查员 interviewer定量研究quantitative research定位positioning定性研究 quality research动画animation动机motivation, motion动机分析 motivation analysis动机强度 motivation intension独家赞助sponsored event 独特销售理论unique selling proposition (USP)发行量 circulation菲林，胶片film 分类广告 classified advertising分散式媒体组合assorted media mix分色color separation分销distribution 风险知觉perceived risk服务质量 serve quality负片negative覆盖率coverage概念concept概念测试 concept test感觉sense个人收视率personal audience rating个性，性格personality工作进度报告 status report公共关系public relations公益广告non-commercial advertising构图 layout购买 purchase, buy购买后分析 post-buy-analysis购买环境shopping environment购买决策 purchase decision购买决定因子 purchase decision factor购买率 purchase rate购买模型 purchase model购买频率purchase frequency购买者buyer购买周期 purchase period购买准备 purchase preparation关键词 keyword观察法 observe method广播电视网network广播媒体broadcast media广告 advertising (AD) 广告标语advertising slogan广告测试 advertising test广告策略 advertising strategy广告创意 advertising creative广告创作人员 creator广告对象 advertising target广告概念advertising concept广告稿效果调查 copy test广告歌曲 commercial song广告代理商，广告公司 advertising agency广告管理 advertising management广告计划 advertising plan广告监测advertising monitor, advertising track广告精读率 attentive readership score广告客户 client广告目标 advertising goal广告目的 advertising objective广告牌 billboard广告认知效果 advertising recognition effect广告时代 Advertising Age (AD Age)广告诉求advertising appeal广告文案 advertising copy广告效果 advertising effect, advertising impact广告效果监测 advertising impact track 广告音乐 jingle广告占有率share of voice广告招贴 poster广告作品 advertisement国际广告媒体international media 国际消费者协会 consumer international (CI)互联网调查 internet survey户外广告 outdoor advertising黄金时段 prime time基本动机 basic motivation集中式媒体组合 concentrated media mix记忆 memory, recall家庭结构family structure家庭类型family type家庭收视率 household rating 价格测试price test价值观 valuation剪辑 trimming简报 briefing交互媒体 interactive media脚本 storyboard街头调查 street interview进口广告 import advertising经销商dealer竞争者competitor剧本大纲synopsis决策模型 decision model决策者 decision开机率 sets in use客户 client, account客户策划人 account planner客户简报 client briefing客户经理account manager客户主管 account supervisor客户总监account director蓝图 blue print老年群体old age mass累积到达率cumulative reach理性广告 rational advertising连锁超市 chain super-market品牌替代率 brand replacement 品牌喜爱度 brand leverage品牌形象 brand image品牌形象跟踪 brand image track (BIT)品牌占有率brand share品牌知名度 brand awareness品牌忠诚度 brand loyalty品牌重复购买率 brand retention品牌转换brand shift品牌资产 brand equity普及率diffusion rate企业广告 corporate advertising企业理念corporate philosophy 企业形象corporate image 企业形象识别corporate identity (CI)千人成本cost per thousand（million） (CPT CPM) 潜意识，下意识 sub-consciousness潜在市场 potential market青年群体 youth mass情感 feeling情感广告 emotional advertising区域广告regional advertising全面服务代理商 full service agency人口统计 demographic人员测量仪（个人收视监测仪） people meter认知 perceive, recognize认知度 recognition rate认知广告 recognition advertising 认知模型 recognize model入户访问 in-house interview商品成长期 growth stage商品成熟期 maturity stage商品导入期introduction stage商品衰退期 decline stage商圈 trade area少年群体 juvenile mass设计 design设计核心概念design concept社会阶层 society class社会意识 society-consciousness社会因素 society factor深度访谈 in-depth interview生活风格（形态） life style生活态度数据库 attitude-value database时尚 style, fashio实验法 experiment method实验性营销 test marketing使用者 user市场导向marketing oriented市场调查 marketing research市场潜力 market potential市场渠道 market channel市场细分 segmentation市场营销 marketing市场营销组合 marketing mix市场占有率 market share事件 event视觉成型 visualize视听占有率 audience share收视（听）率 audience rating收视监测仪 video meter收视率调查 rating research受教育程度 education level售货员 salesman数据库 database诉求 appeal态度 attitude态度测量 attitude measurement提案 presentation, proposal提示知名度 aided brand awareness统计指标 statistic index投放时间表 cue list, transmission schedule投射法研究 project method完稿 finished artwork网页广告 web advertising未提示知名度un-aided brand awareness文稿撰写人 copywriter问卷 questionnaire习惯 habit习惯研究 habit study习俗，风俗 custom现场演示 demonstration消费计划 consumption plan消费者 consumer, customer消费者承诺 consumer promise消费者分析 consumer analysis消费者个体 consumer individual消费者角色 consumer role消费者卷入 consumer involving消费者群体 consumer mass消费者心理学 consumer psychology销售促进 sales promotion (SP)信息 information, message兴趣 interest行为 behavior行为模式 behavior model行业广告 industrial advertising修正 revision需求 demand需要 need需要层次学说 Hierarchy of Need宣传 publicity宣传手册 brochure, throwaway悬念广告法 teaser approach学习 learning学习效果 learning effect亚文化 sub-culture研究方法 research method样带telecast copy样张 tear sheet业务执行account executive艺术指导 art director艺术总监 art supervisor意见跟踪表audit questionnaire意见广告 opinion advertising意见领袖opinion leader意识consciousness, awareness音轨 soundtrack音响标志 sound logo印刷媒体 printing media婴幼儿群体 baby mass营销策略 marketing strateg营销数据库 marketing database 营业环境 business surroundings影响者 influence硬拷贝 hard copy佣金 commission邮购 mail order邮寄调查 mail survey邮寄购买 mail-order有奖销售 premium sale有效到达率 effective reach预演 rehearsal原片master copy阅读率readership赞