广告专业术语2011.doc

广告专业英语英翻中AAAAA America Association of Advertisingadvocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户策划Account Services 客户部Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)analysis 分析archetype 标准受众，原型availability 空余时段audience duplication 重复受众AA（Account Assistant）客户助理Action Plan 行动方案AD（Account Director）客户总监Add Value 附加价值Advertorial付费软文AM（Account Manager）客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Awareness 认知ad planning 广告策划appeal 诉求Bbid bid 广告竞标business-to-business（B2B） advertisingbrand image 品牌印象Brainstorming 头脑风暴法Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版best face forward 展现最佳面貌brand manager 品牌经理buried position 被淹没的广告位Background material 背景材料Benchmark测试基准BI (Behavior Identity)企业行为识别系统Bidding 竞标Bio个人简历（Viva Resume）Boilerplate公司简介（附在新闻稿后面的关于该公司的简短介绍）Brand Loyalty品牌忠诚度Brand Management品牌管理Brand Planning/Designing品牌策划/设计Brand Positioning Survey品牌定位调查Brand Promotion品牌推广Branding Strategy品牌战略Briefing Kit资料包Briefing情况介绍BTL (Below the Line) 线下活动BU （Business Unit）业务部门Bundle 附赠品Business Model商业计划Business Philosophy 经营哲学Business Strategy 经营战略boil down to 归结为brand development index 品牌成长指数back- to-back 广告连播Ccapitalism 资本本主义，资本运营commercial advertising 商业广告communication process 传播过程comparative advertising 比较广告consumer advertising 消费品广告consumerism 消费模式customer 顾客Chief Executive Officer(CEO) 首席执行长官Chief Financial Officer(CFO ) 首席财务官Copywriter 广告撰稿人Creative Department 创作部Creative Director 创意总监Code 编号Campaign 广告攻势Commercial 影视广告片community relation 社区关系competitor 竞争者、对于content integration ad软性广告cost effective 广告成本效益creative 创意co-marketing 联袂营销corporate identity 企业识别culture-specific 文化(民族)特性Car card ka：ka：d 车厢广告Counter advertising 异议式、对抗式广告count out 清点，算出consumer behavior 消费者行为copy platform 文案大纲creative strategy 创意策略chain break 节目提示标板continuity 持续型排期continuous advertising 持续型广告circulation 发行量column inch 栏英寸(报纸广告单位)card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点成本cost per thousand(CPM) 每千人成本Campaign 公关或营销活动Career Development 职业发展Career Planning职业计划Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEOs Arrangement CEO接待Chart 幻灯片中的页面(Slide)China International Public Relations Congress中国国际公共关系大会CIPRA（China International Public Relations Association）中国国际公共关系协会CIS （Corporate Identity Sysetm）企业形象识别系统Client Relations客户关系Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准则Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Strategy传播战略Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Consecutive Interpretation交互式翻译Consultant顾问Consumer Buying Process 顾客购买过程Consumers/Dealers Assembly用户/经销商大会Contact Person 联系人Continuous Education继续教育Controlling Phase 控制阶段Coordination Communicating协调沟通Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Profile公司简介Corporate Reputation企业声誉Corporate Video 宣传片Cost Control成本控制Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Statement危机声明Customer testimonial客户证言corporate advising 企业广告category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计（总）覆盖率Ddeceptive advertising 虚假广告design 设汁稿Drive-time 交通高峰时间depth Interview 深度访谈desk research 案头调研dichotomous question 两分问题double-barreled question 两难问题double-blind 双盲测试(指实验组和对照组)demographic marketing 人口统计特征营销direct mail(DM) 直邮广告direct marketing 直销Display advertisement 陈列式广告Day part 时段Decay constant 衰退常数double truck 双页，告(跨页)Datasheet宣传页Decoration 现场布置（装饰）Demo Booth 产品演示台Diagnosis诊断Domain Name Registration 域名注册Donation捐赠DAGMAR 广告效果评估体系（美国广告学家Russell HColley在为衡量广告效果而确定广告目标一书中提出“制定广告目标以测定广告效果”的方法，称为DAGMAR模式（达格玛模式），也称其为科利法。）Eevent planning 活动策划exhibition stand 展台Electric spectacular 霓虹灯广告earn rate 媒体折扣价EC（East China)华东Editorial Calendar媒体刊登计划Employee Compensation员工薪酬Environment Issues环境问题Event Planning 事件策划Executing Phase 执行阶段exposure 告显露次数Ffatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组frequency 广告频次fresh 新颖的fringe time 非黄金时段facing 一个广告牌(户外媒体单位)franchised position 专用广告位置flat rate 统一价格FAQ 常见问题问答Fashion Business时尚产业Feature article 深度文章Feature文章类型中的通讯Flyer 宣传单页Follow-up跟进Forum 论坛Free-standing insert 非装订广告插页family brand 多品类品牌G&Hgovernment relations 政府关系grass roots marketing 贴身式营销gross audience 受众总量gross impression 总印象gross rating points 总收视点grid card 电波广告刊例guaranteed circulation 承诺发行量Glossary词汇表Government Affairs政府事务Graphics图形文件generic brand 非名牌(产品)green advertising 绿色策略式广告hard-and-fast 明确易懂House organ 企业专刊(杂志)hierarchy-of-effect theory 效果层级理论holding power 节目(频道)凝聚力holdover audience 既有观众Human Resource Management人力资源管理horizontal publication 横向出版物Iindustrial advertising 工业广告institutional advertising 社团机构广告interview 访谈integrated branding 整合品牌传播internal corporate communications内部沟通investor relations 股东关系Insert 广告插页Island display(超市内)堆头式陈列infomercial 电视直销节日image advertising 形象广告inherited audience 既有观众insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位IMC整合营销传播Implementation实施Incentive Plan激励计划Internet Media Communications 网媒传播Interpersonal Communications人际传播Interpreter翻译Interview 专访或面试Introduction Lantern宣传幻灯Investor Relations投资者关系Invitation Letter 邀请IPR（Institute of Public Relations）英国公共关系协会IPRA（International Public Relations Association）国际公共关系协会Issue Diagnosis问题诊断J&K&LJournalist记者Key Media关键媒体Keynote Speaker主题演讲人litigation 起沂，诉讼line 产品系列lifestyle segmentation 生活形态细分loyalty index 忠诚度local advertising 地方性广告Leadership 领导力Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Lucky Draw 抽奖MManagement Supervisor 管理监督Market share 市场份额Marketing 营销Media Department 媒介部media planning 媒体策划media 媒介media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体)metropolitan 大都会的market research 市场调查mystery shopping神秘顾客market profile 市场状况market segmentation 市场细分mags 杂志(简写)media concentration theory媒体集合理论media dominance theory 媒介优势理论media plan 媒体计划make good 补偿广告media buy 媒体购买media buying service 媒体购买代理Mass Media大众媒体MC（Middle China）华中Media Assistant媒介助理Media Communications Strategy媒体传播战略Meeting Agenda会议议程Merchandise促销物品Methodology方法论MI (Mind Identity)企业理念识别MI（Media Index)企业媒体声望指数Mindshare 品牌影响力份额Monthly Report月报Multifunctional Task Force多职能任务小组media service 媒介代理mail-order advertising 邮购广告make it through the day 过一整天Nnational advertising 全国性广告noncommercial advertising 非商业广告nontraditional 非传统的network 电(视)台网Numbers 数据name-brand 名牌national brand 全国性品牌net unduplicated audience 受众NC（North China）华北NE （Northeast China）东北Negative Report负面报道News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关NW（Northwest China）西北narrow casting 小范围播放(窄播)Ooutdoor 户外媒体observation 观察online advertising 在线广告out-of-home advertising 家外媒体overall 全部的open end 节日提示语广告时段Objective Diagnosis目标诊断Offering 服务内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Roadshow 网上路演Online Survey网上调查OOP（Out-of-Pocket）杂费、日常工作发生的成本Open-day Visits开放日参观Opinion Leader舆论领袖Outsourcing 外包Ppitch 提案professional advertising 专业服务型广告public service advertising(PSA) 公益广告puffer yard 吹捧式的广告promotion 推广 用品public relations(PR) 公共关系panel 重复凋查样本群participant 参与者population 总人口，总体pretty much 大致上point-of-purchase （pop）ad 焦点广告position 定位print 平面广告媒体publics 公众群体packaging 包装product placement 产品涉入promotion 促销psychographic 心理统汁的painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画 面拼贴的广告牌passoff to 把给出persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分parity 同等private brand 零售商自有品牌product different 产品差异product positioning 产品定位participation 参与program delivery rate 节目到达率piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期preferred position 首选广告版位Photo Library图片库Polish文案润色Positioning定位Post Event 善后工作Poster 海报Postmortem 会后书面的简短总结报告Postscript后记PR Directorr 公共关系总监PR Proposal公关建议书Pre Event前期工作Preface前言Presentation 演示、陈述President 总裁Press Conference新闻发布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Product Test产品评测Project Management项目管理Proposal公关建议书PRSA（Public Relations Society of America）美国公共关系协会Public Relations Consulting公关顾问Q&Rqualitative 定性的quantitative 定量的Questionnaire调查问卷Quotation报价Research Department 调查部retail advertising 零售商广告radio 广播媒体retail 零售reach 到达rerunning numbers 复核-的数据roadblock 拦路广告run-of-schedule(ROS) 非指定时段readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Reseller 经销商Retainer长期客户Review回顾、总结Risk Management风险管理Rude question 不友好的问题rule-of thumb 经验法则reference group 参照组SSituation Analysis 背景分析Slogan 广告口号sample 抽样误差skew 歪曲survey 调查Sister agency 同属同-集团的广告公司supplier 制作公司strategic philanthropy 策略性公益事业strategy 策略、策划speak with One voice 统一传播口径sales promotion 促销活动sponsorship 赞助shelf screamers 货架插件广告物supplementary media 辅助媒体(非大众传媒)seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略策划staggered schedule 交错排期split run 分版刊登spreadspred 杂志跨页SC（South China）华南Scope Management范畴管理Seminar研讨会Senior Consultant高级顾问Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Souvenirs & Gifts 纪念品和礼品Spokes Person Tips发言人技巧Success Story成功故事Summary 简介、概述SW（Southwest China）西南SWOT analysis优势、劣势、机遇、威胁分析Synopsis概要总结TTraffic Department 流程协调部Television program 电视节目tabulation 统计制表target audience 目标受众trade channels 业务渠道teaser campaign 悬念式(调味)广告攻势top to bottom 自上而下top -the -line 顶级的tagline (广告)行动口号trade character 吉祥物turnover 受众流失Team 小组、团队Theme 主题Time Management管理U&V&Wutility 好处，用途Vendor 供应商Venue 会议地点VIP Speech 讲话稿Virtual Computer虚拟主机Vision愿景Voiceshare 曝光信息份额VP（Vice President）副总裁vertical publications 行业刊物viral marketing 传染式营销vehicle 广告载体Website主页，网站web design 网站设计wave scheduling 波浪式排期wear out 广告磨损Workshops工作研讨Worldwide 全球中翻英概念化 conceptualization创意金字塔 creative pyramid感性诉求 emotional appeals法官 judge非文字 nonverbal理性诉求 rational appeals价值型思维 value-based thinking形象化 visualization样片 anima tic动画技法 animation techniques 声频 audio利益式标题 benefit headlines艾耶1号式 Ayer No.1正文 body copy粗体 boldface照相制版 camera-ready art表演纲要 casting brief命令式标题 command headlines 末稿 comprehensive layout/comp演示 demonstration技巧式正文 device copy旁白 donut对白/独白式正文 dialog/monolog copy标题 headline图标 icon企业形象式正文 institutional copy整合广告 integrated commercial 歌谣式 jingles内容段落 interior paragraphs斜体 italic肩题 kicker布局图 layout预备段落 lead-in paragraph生活方式式技法 lifestyle techniques 标志 logotypes助记手段 mnemonic device音乐式广告 musical commercials叙述式正文 narrative copy新闻/信息式标题 news/information headlines出镜头 on camera拼版 paste up脚本 script图片说明式正文 picture-caption copy方框图片式布局 picture-window layout招贴式格式 poster-style format主持人式广告 presenter commercial启发式标题 provocative headlines疑问式标题 question headlines广播人物 radio personality印签 seal生活片段 slice of life故事板 storyboard直截了当式 straight announcement直接推销式正文 straight-sell copy标题句 taglines主题句 theme lines小样 thumbnail收尾 trial close图形部分 visuals旁白 voiceover模拟校样 analog proof合成片 answer print光圈 aperture音控台 audio console底片 base art出血版 bleeds蓝线 blue line照相排版术 camera-ready art字计算式 character-count method电影摄影师 cinematographer截止期 closing date色基 color key分色 color separation连续调 continuous tones控制室 control room组排 copy cast封面纸 cover paper数字媒介 digital media 青、黄、红、黑印刷 CYMK printing 数字校样 digital proof数码视频效应装置 DVE units特排字体 display type复制带 dubs电子制作 electronic production晒版台纸 flats拷贝 dupes一套铅字 font四色印刷 four-color process网目凸版 halfone plate网屏 halftone screen互动电视 interactive TV任务夹 job jacket出格 kerning电脑亭 kiosk硬性软片 line film线画版 line plate实景真人 live action外景地 location制片场 lot指令 mandatories母带 master tape公共场所 mass audience venue合成样片 mixed interlock助记手段 mnemonic device透明塑料膜 overlay多媒体演示 multimedia presentation正色投影胶片 orthographic film衬线字体 serif平台使用费 platform licensing一场 session个人场所 personal audience venue特技 special effects后期制作阶段 postproduction phase开印前阶段 prepress phase预备阶段 preproduction phase印刷制作经理 print production manager印刷制作过程 print production process非公开场所 private audience venue制片人 producer制作阶段 production phase复映复播追加酬金 residual fee反差套印 reverse knockout无衬线字体 sans serif剥版 stripping叠 supers演播人员 talent自动台词提示器 teleprompter课本纸 text paper正文字体 text type合套 trap字系 type families排印工艺 typography网页 Web page单词计算式 word-count method工作样片 work print书写纸 writing paper社论式广告 advertorial伏击式营销 ambush marketing视听材料 audiovisual materials企业识别广告 corporate identity ad展品 exhibits特写 feature articles内部通报 house organ以货代款 in kind机构广告 institutional advertising营销公关 marketing public relation新闻简报 news/press release慈善行为 philanthropy传媒工具 press/media kit宣传 publicity招聘广告 recruitment advertising撰写讲演稿 speechwriting赞助 sponsorship赛场营销 venue marketing新闻通报录像 video news release广告礼品advertising specialty车内尾部招贴car-end posters电影贴片广告cinema advertising8张招贴eight-sheet posters电子显示屏electronic signs陈列品exhibits陈列媒介exhibitive media全面登场full showing全球定位系统GPS车内广告牌inside cards100露出数100showing户外媒介out-of-home media车体招贴outside posters奖品premiums产品安插product placement登场showing看板spectaculars标准户外广告standardized outdoor advertising成品招贴stock posters优惠赠券take-ones出租车外壳taxicab exteriors终点站招贴terminal posters30张招贴架30-sheet poster panel商业展示会trade shows交通广告transit advertising车站棚广州广告transit shelter advertising录像手册video brochure广告印象advertising impression广告反应曲线advertising response curve注意度attention value间歇式排期blinking集中式bursting品种开发指数category development index发行量circulation持续性continuity持续式continuous schedule成本效益cost efficiency单位成本cost per point创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value市场、资金、媒介、组合、方法5Ms起伏式flighting schedule总印象gross impressions毛评点gross rating points讯息力度message weight方法methodology组合媒介法mixed-media approach驱动值motivation value看见机会opportunity to see脉冲式pulsing schedule视听率rating到达率reach每册读者数readers per copy近期策划regency planning路障式road blocking外溢媒介spillover media增效效应synergy电视户television households批量折扣bulk discounts行业杂志business magazines截稿日期closing date分类图片广告classified display ads彩色样品纸条color strip混合收费制combination rates合同收费制contract rate赠阅发行controlled circulation联合形式cooperative/co-op programs购物杂志custom magazine人口版demographic editions图片广告display advertising实际收费earned rates频率折扣frequency discounts黄金版位full position门式折页gatefold基本发行量guaranteed circulation岛形半版island halves小单元junior unit地方城市杂志local city magazine媒介采购员media buyer全国性价格national rate上市日期on-sale date公开收费制度open rate订阅发行paid circulation自动弹启式广告pop-up ad自选版位费preferred-position rates预印广告插页preprinted inserts清样proof copy初级发行量primary circulation公告public notice费率基准rate base价目表rate card阅读告示reading notice地区性刊物regional publications任意版位费制ROP advertising rates二级读者量secondary/pass-along readership欠资收费制short rate标准型报纸standard-size newspaper周日增刊Sunday supplement小报型报纸tabloid newspaper撕样tear sheets三维广告3-D ads纵向刊物vertical publication数量折扣volume discounts周报weekly newspapers广告津贴advertising allowance回购津贴buyback allowance减价促销cents-off promotion套装赠送combination offer公司大会与经销商聚会company conventions & dealer meetings消费者销售推广consumer sales promotion竞赛contest联合广告cooperative/co-op advertising优惠券coupons顾客终身价值customer lifetime value数据进入data access陈列津贴display allowance易地销售diverting电子优惠券electronic coupons提前购买forward buying广告插页free-standing inserts店内样品试用in-store sampling联络媒介linkage media什锦袋装样品poly bagging售点材料point-of-purchase materials拉式战略pull strategy推销奖金push money/spiffs推式战略push strategy部分退款rebates近期、频次、货币方程RFM formula销售推广sales promotion样品试用sampling货位津贴slotting allowance抽奖sweepstake电话营销telemarketing贸易广告trade advertising贸易集中trade concentration贸易折扣trade deals贸易推广trade promotion明确表示affirmative disclosure全国性广告主协会ANA停止/中止令cease-and-desist order比较广告comparative advertising服罪判决书consent decree消费者保护团体consumer advocate消费者保护主义consumerism版权copyright更正广告corrective advertising推荐endorsements欺骗性广告deceptive advertising联邦通讯委员会FCC（Federal Communications Committee）道德广告ethical advertising联邦贸易委员会FTC知识产权intellectual property right长期宏观论long-term macro arguments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non-product facts营养标识与教育法Nutritional Labeling and Education Act专利patent隐私权privacy rights夸大puffery, exaggeration短期操纵论short-term manipulative arguments社会责任social responsibility证据substantiation不正当广告unfair advertising美国专利与商标署U.S. Patent and Trademark电影专业词汇animator cartoonist 动画画家apprentice editor 实习编辑art department assistant 美术部门助理art 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