广告专业英语.doc

平面设计 graphic design企业识别系统 corporate identity system企业视觉形象计划 corporate visual identity program标识 logo标识图案 logo pattern标准字体 logotype商标 trademark标准色彩 house color独特风格 house style提案及制定该机构视觉形象计划的*作标准手册 corporate design manual视觉辨认力测试 legibility test色彩样本条 colour swatch提案 presentation纸类 stationery营业报告书 annual report理念识别 Mind Identity行为识别 Behaviour Identity视觉识别 Visual Identity商标、标志 trademark and signs标志 logo (sign)包装设计 packaging design书籍装祯 book binding商业美术 commercial arts商业摄影 commercial photography字体设计 literature design橱窗设计 window display容器造型 container modelling插图 illustrations广告 advertisement美术字 artistic calligraphy广告画、宣传画 poster手提袋 hand bag购物袋 shopping bag美国广告协会AAAA the American Association of Advertising Agencies（在广告公司和广告客户之间起联系作用的）广告负责人 account executive即兴广告 adlib广告 advertising广告代理人、广告公司 advertising agency广告代理人 advertising agent广告经纪人 advertising broker广告记录表 advertising calendar广告周期 advertising cycle广告经理 advertising manager广告调研 advertising research广告中间商 agent middlemen销售分析 anatomy of a sale（电视、广播广告的）最后定稿 answer print美术指导 art director广告中的非文字部分 art of Art work字母的上半（或下半）出头部分 ascender广告初稿的编排草稿 asymmetrical layout广告妙语 attention getter广告对象 audience广告的有声部分 audio广告正文 body copy商品的品牌名称 brand name广播广告 broadcast advertising小册子 brochure产业出版物 business publication购买动机 buying motive月历设计 calendar商品说明书 catalogue分类广告 classified advertising商业广告 commercial advertising商业广告艺术家 commercial artist消费者广告 consumer advertising消费者 consumers合作广告 cooperative advertising广告撰稿负责人 copy chief广告（文案）撰稿员 copywriter广告语句（文案）创作 copy writting公司广告部 corporate advertising department（广告）创意大纲 creative platform工业广告 industrial advertising广告插页 insert封面内页 inside front cover封底内页 inside back cover封底 back cover国际广告 international advertising广告布局（版式） layout广告时间 time spot广告预算 task budgeting（一种成本极底的）广告传单 throwaways（印有广告商品或广告信息的）小商品 specialities广告口号、标语 slogan车站广告牌 station poster 发行量审核局ABC出血bleed批量折扣bulk discounts行业杂志business magazines发行量审核circulation audit分类广告classified ads纽约分类广告网络CANNY分类图片广告classified display ads截稿日期closing date彩色样品纸条color strip混合收费制combination rates消费者杂志consumer magazines合同收费制contract rate赠阅发行controlled circulation联合形式cooperative/co-op programs千人成本CPM封面日期cover date封面位置cover position购物杂志custom magazine日报daily newspapers人口版demographic editions图片广告display advertising广告印象advertising impression广告反应曲线advertising response curve注意度attention value受众audience受众目标audience objectives间歇式排期blinking品牌开发指数brand development index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千人成本cost per thousand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频次frequency广告津贴advertising allowance回购津贴buyback allowance目录catalog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数据管理data management数据库database数据库营销database marketing直接营销direct marketing直接反应广告direct-response advertising直接销售战略direct-sales strategy直接销售direct selling陈列津贴display allowance易地销售diverting明确表示affirmative disclosure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-desist order比较广告comparative advertising服罪判决书consent decree消费者保护团体consumer advocate消费者信息网络consumer information networks消费者保护主义consumerism版权copyright更正广告corrective advertising欺骗性广告deceptive advertising推荐endorsements道德广告ethical advertising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知识产权intellectual property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nonproduct facts营养标识与教育法Nutritional Labeling and Education Act专利patent广告调查advertising research态度测试attitude tests中心场所测试central location tests混杂测试clutter tests直接提问法direct questioning试验法experimental method小组讨论focus group正试调查formal research成见效应halo effect深度访问in-depth interview非正式/试调查informal research查询测试inquiry tests深度调查技术intensive techniques营销信息系统marketing information system, MIS营销调查marketing research市场markets媒介种类media class媒介调查media research媒介细分media subclass媒介单位media units媒介载体media vehicles产品merchandise广告讯息advertising message广告计划advertising plan广告战略advertising strategy自下而上式营销bottom-up marketing传播媒介communiciations media企业目标corporate objectives创意组合creative mix试验调查法empirical research method整合营销传播integrated marketing communication顾客终身价值lifetime customer value营销目标marketing objectives营销计划marketing plan营销战略marketing strategy需求一满足式目标need-satisfying objectives目标/任务法objective/task method销售百分比法percentage-of -sales method产品概念product concept关系营销relationship marketing销售定向式目标sales-target objectives市场份额法/广告份额法share-of-market/share-of-voice method形势分析situation analysis利益相关者stakeholder态度attitude品牌兴趣brand interest品牌忠诚brand loyalty企业市场business markets影响中心centers of influence有意劝服路径central route to persuation认知cognition消费行为consumer behavior消费者决策过程consumer decision making process消费者市场consumer markets文化culture现有顾客current customers详尽可能性模型Elaboration Likelihood Model环境因素environment选择评估evaluation of alternatives评估标准evaluative criteria参考组evoked set交换exchange政府市场government markets习惯habit需要层次hierachy of needs工业市场industrial markets信息性动机informational motives人际影响interpersonal influences认知learning市场market卖主marketers广告礼品advertising specialty自动取款机ATM基本巴士单位basic bus展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising名录directories8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包装packaging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整车牌位total bus商业展示会trade shows交通广告transit advertising客户主管、客户联络Aes客户策划account planning广告代理公司advertising agency艺术指导art directors美术工作室art studios全国性广告主协会ANA品牌经理brand manager企业对企业广告公司business-to-business agency集中式广告部centralized advertising department分类广告classified advertising清仓广告clearance advertising联合广告cooperative advertising文案copy文案人员copywriters创意工作室creative boutique创意总监creative director分散式体制decentralized system部门式departmental system发展期development stage数字互联媒介digital interactive media直邮广告direct-mail advertising电子媒介electronic media手续费代理费混合制fee-commission combination外国媒介foreign media全面服务公司fullservice advertising agency普通消费者广告公司general consumer agency全球性卖主global marketers集团式group system横向联合广告horizontal cooperative advertising专属广告公司in-house agency奖励制incentive system独立制作社independent production house独立调查公司independent research company机构广告institutional advertising行为广告action advertising实际消费者actual consumer广告advertising农业广告agricultural advertising作者author自传式讯息autobiographical message知晓广告awareness advertising品牌术branding工商广告business advertising企业对企业广告business-to-business advertising渠道channel辅助材料collateral materials消费者广告consumer advertising消费者consumer译码decode直接反应广告direct-response advertising戏剧式讯息drama message编码encode农场广告farm advertising反馈feedback全球性广告global advertising商品goods观点ideas形象广告image advertising预定消费者implied consumer工业时期industrial age工业化时期industrializing age国际广告international advertising地方性广告local advertising营销marketing营销传播marketing communications广告网络ad networks广告查询ad request横幅广告banner阔幅说明书broadsides手册brochures商业回邮件business reply mail按钮button有线调制解调器cable-modem目录catalogs光驱CD-ROM分类广告Web站classified ad Web site点击率click rate点进率click-throughs编辑名录compiled lists小甜饼cookies立体创意直邮creative dimensional direct mailing数字互动媒介digital interactive media直接电脑Direct PC直邮广告direct-mail advertising折页folders主页home pages专属名录houselists内部刊物house organs互动电视interactive TV互联网Internet互联网服务供应商Internet service provider插播广告interstitial关键词keyword电脑亭kiosk信件公司letter shop名录经纪人list broker邮件反应名录mail-response lists明信片postcards推播技术push technology执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average