中英文广告英语术语——媒介策划用语

1、广广告告英英语语术术语语营营销销用用语语34舆论领袖opinionleader 1态度attitude35集团买主organizationalbuyers 2品牌兴趣brandinterest36感知perception 3品牌忠诚brandloyalty37感知过滤perceptualscreens 4企业市场businessmarkets38无意劝服路径periphialroutetopersuasion 5影响中心centersofinfluence39个人过程personalprocesses 6有意劝服路径centralroutetopersuation40劝服persuasion

2、7认知cognition41生理过滤physiologicalscreens 8消费行为consumerbehavior42主动生成动机positivelyoriginatedmotives 9消费者决策过程consumerdecisionmakingprocess43购后失调学说postpurchasedissonance 10消费者市场consumermarkets44购后评估postpurchase evaluation 11文化culture45潜在顾客prospective customers 12现有顾客currentcustomers46心理过滤psychological scr

3、eens 13详尽可能性模型elaborationlikelihoodmodel47参照人群reference groups 14环境因素environment48经销商市场reseller markets 15选择评估evaluationofalternatives49选择性感知selective perception 16评估标准evaluativecriteria50自我意识self-concept 17参考组evokedset51社会阶层social classes 18交换exchange52刺激stimulus 19政府市场governmentmarkets53亚文化subcult

4、ure 20习惯habit54认知失调学说theory of cognitive dissonance 21需要层次hierachyofneeds55转换性动机transformational motives 22工业市场industrialmarkets56国际市场transnational markets 23信息性动机informationalmotives57效用utility 24人际影响interpersonalinfluences58欲望wants 25认知learning59地理人口细分geodemographicsegmentation 26市场market60地理细分geo

5、graphicsegmentation 27卖主marketers61成长期growthstage 28营销marketing62隐性差异hiddendifferenees 29大脑档案mentalfiles63独立品牌individualbrand 30动机motivation64诱导性差异induceddifferences 31需要needs65密集分销intensivedistribution 32被动生成动机negativelyoriginatedmotives66引入期introductoryphase 33非人员影响nonpersonalinfluences67特许品牌licen

6、sedbrand 68市场细分marketsegmentation102 电话营销telemarketing 69营销组合marketingmix103 使用率usagerates 70成熟期maturitystage104 用户身份userstatus 71全国性品牌nationalbrand105 垂直营销体系verticalmarketingsystem 72网络营销networkmarketing106 用量细分volumesegmentation 73非人员传播nonpersonal communication 74人员型服务people-based service广广告告英英语语术

7、术语语营营销销计计划划用用语语 75显性差异perceptible differences107广告讯息advertisingmessage 76人员传播personal communication108广告计划advertisingplan 77定位position109广告战略advertisingstrategy 78价格因素price element110自下而上式营销bottom-upmarketing 79初级需求primary demand111传播媒介communiciationsmedia 80首要需求趋势primary demand trend112企业目标corporat

8、eobjectives 81私家品牌private label113创意组合creativemix 82产品概念product concept114试验调查法empiricalresearchmethod 83产品因素product element115整合营销传播integratedmarketingcommunication 84产品生命周期product life cycle116顾客终身价值lifetimecustomervalue 85消费心态细分psychographic segmentation117营销目标marketingobjectives 86消费心态psychograp

9、hic118营销计划marketingplan 87宣传publicity119营销战略marketingstrategy 88拉pull120需求一满足式目标need-satisfyingobjectives 89拉式战略pullstrategy121目标/任务法objective/taskmethod 90购买时机purchaseoccasion122销售百分比法percentage-of-salesmethod 91推入push123产品概念productconcept 92推式战略pushstrategy124关系营销relationshipmarketing 93转销商reselle

10、r125销售定向式目标sales-targetobjectives 94销售推广salespromotion126市场份额法/广告份额法share-of-market/share-of-voicemethod 95选择性需求selectivedemand127形势分析situationanalysis 96选择性分销selectivedistribution128利益相关者stakeholder 97服务service129swot分析（优势、弱势、机遇与威胁） strength/weakness/opportunity/threatanalysis 98特别事件specialevents13

11、0战术tacics 99标准工业分类代码standardindustrialclassificationcodes131目标受众target-audience 100 目标市场targetmarket 132自上而下式营销top-downmarketing 101 目标营销过程targetmarketingprocess 广广告告英英语语术术语语营营销销调调查查用用语语166回忆测试recalltests 133 广告调查advertisingresearch 167信度reliability 134 态度测试attitudetests 168销售测试salestests 135 中心场所测试

12、centrallocationtests169样本sample 136 混杂测试cluttertests 170样本单位sampleunits 137 直接提问法directquestioning 171二级信息secondarydata 138 试验法experimentalmethod 172全面调查survey 139 小组讨论focusgroup 173试验市场testmarket 140 正试调查formalresearch 174通用产品代码universalproductcode 141 成见效应haloeffect 175母体universe 142 深度访问in-depthi

13、nterview 176效度validity 143 非正式/试调查informalresearch 144 查询测试inquirytests 广广告告英英语语术术语语职职能能用用语语 145 深度调查技术intensivetechniques177 广告代理公司advertisingagency 146 营销信息系统marketinginformationsystem,mis178 艺术指导artdirectors 147 营销调查marketingresearch 179 美术工作室artstudios 148 市场markets 180 全国性广告主协会ana 149 媒介种类media

14、class 181 品牌经理brandmanager 150 媒介调查mediaresearch 182 企业对企业广告公司business-to-businessagency 151 媒介细分mediasubclass 183 集中式广告部centralizedadvertisingdepartment 152 媒介单位mediaunits 184 分类广告classifiedadvertising 153 媒介载体mediavehicles 185 清仓广告clearanceadvertising 154 产品merchandise 186 联合广告cooperativeadvertisi

15、ng 155 讯息message 187 文案copy 156 动机motives 188 文案人员copywriter 157 非概率抽样nonprobabilitysamples 189 创意工作室creativeboutique 158 观察法observationmethod 190 创意总监creativedirector 159 事后测试posttesting 191 分散式体制decentralizedsystem 160 事前测试pretesting 192 部门式departmentalsystem 161 初级信息primarydata 193 发展期development

16、stage 162 投射法projectivetechniques 194 数字互联媒介digitalinteractivemedia 163 定性调查qualitativeresearch 195 直邮广告direct-mailadvertising 164 定量调查quantitativeresearch 196 电子媒介electronicmedia 165 随机概率抽样randomprobabilitysamples197 手续费代理费混合制fee-commissioncombination 198 全面服务公司fullserviceadvertisingagency233推测性提案s

17、peculativepresentation 199 普通消费者广告公司generalconsumeragency234直接费制straight-feesystem 200 全球性卖主globalmarketers235下游公司supplier 201 集团式groupsystem236终结期terminationstage 202 横向联合广告horizontalcooperativeadvertising237交通广告transitadvertising 203 专属广告公司in-houseagency238纵向联合广告verticalcooperativeadvertising 204

18、奖励制incentivesystem239网络设计社webdesignhouse 205 独立制作社independentproductionhouse 206 独立调查公司independentresearchcompany广广告告英英语语术术语语行行政政用用语语 207 机构广告institutionaladvertising240明确表示affirmativedisclosure 208 整合营销传播integratedmarketingcommunications241美国广告联盟aaf 209 互联广告公司interactiveagency242美国广告公司协会aaaa 210 国际

19、广告公司internationalagency243全国性广告主协会ana 211 国际媒介internationalmedia244商业促进局bbb 212 国际化架构internationalstructure245停止/中止令cease-and-desistorder 213 地方性广告localadvertising246比较广告comparativeadvertising 214 地方广告公司localagency247服罪判决书consentdecree 215 维持期maintenancestage248消费者保护团体consumeradvocate 216 经营总监manage

20、mentsupervisors249消费者信息网络consumerinformationnetworks 217 差价markup250消费者保护主义consumerism 218 媒介购买公司media-buyingservice251版权copyright 219 媒介代理费mediacommission252更正广告correctiveadvertising 220 跨国公司multinationalcorporations253欺骗性广告deceptiveadvertising 221 全国性广告主nationaladvertiser254推荐endorsements 222 全国性广

21、告公司nationalagency255道德广告ethicaladvertising 223 户外广告outdooradvertising256联邦通讯委员会fcc 224 关系预备期prerelationshipstage257联邦贸易委员会ftc 225 印刷媒介printmedia258食品与药品管理局fda 226 产品广告productadvertising259知识产权intellectualproperty 227 区域性广告主regionaladvertiser260长期宏观论long-termmacroarguments 228 区域性广告公司regionalagency26

22、1全国广告处nad 229 常规价格广告regular.price-lineadvertising262国家广告审查局narb 230 截留费制retainersystem263国家广告审查委员会narc 231 减价广告saleadvertising264非产品事实nonproductfacts 232 销售推广部salespromotiondepartment265营养标识与教育法nutritionallabelingandeducationact 266专利patent299工业时期industrialage 267隐私权privacyrights300工业化时期industrializ

23、ingage 268夸大puffery301国际广告internationaladvertising 269短期操纵论short-termmanipulativearguments302地方性广告localadvertising 270社会责任socialresponsibility303营销传播marketingcommunications 271潜意识广告subliminaladvertising304营销公关marketingpr 272证据substantiation305媒介medium 273证实testimonials306讯息message 274商标trademark307叙

24、述式讯息narrativemessage 275不正当广告unfairadvertising308全国性广告nationaladvertising 276美国专利与商标署u.s.patentandtrademarkoffice309噪音noise 310非商业广告noncommercialadvertising 广广告告英英语语术术语语综综合合用用语语311非产品广告nonproductadvertising 277行为广告actionadvertising312人员销售personalselling 278实际消费者actualconsumer313后工业时期postindustrialag

25、e 279农业广告agriculturaladvertising314前工业化时期preindustrialage 280自传式讯息autobiographicalmessage315产品广告productadvertising 281知晓广告awarenessadvertising316专业广告professionaladvertising 282品牌术branding317公共关系publicrelations 283工商广告businessadvertising318公共关系活动publicrelationsactivities 284企业对企业广告business-to-busines

26、sadvertising319公共关系广告publicrelationsadvertising 285渠道channel320受众receiver 286辅助材料collateralmaterials321区域性广告regionaladvertising 287消费者广告consumeradvertising322常规价格广告regularprice-lineadvertising 288消费者consumer323零售广告retailadvertising 289译码decode324销售推广salespromotion 290直接反应广告direct-responseadvertising

27、325信源source 291戏剧式讯息dramamessage326广告主/出资人sponsor 292编码encode327资助性消费者sponsorialconsumers 293农场广告farmadvertising328目标受众targetaudience 294反馈feedback329目标市场targetmarket 295全球性广告globaladvertising330贸易广告tradeadvertising 296观点ideas 297形象广告imageadvertising广广告告英英语语术术语语公公共共关关系系用用语语 298预定消费者impliedconsumer33

28、1社论式广告advertorial 332倡导广告advocacyadvertising广广告告英英语语术术语语销销售售用用语语 333伏击式营销ambushmarketing366广告津贴advertisingallowance 334视听材料audiovisualmaterials367回购津贴buybackallowance 335公告牌bulletingboards368目录catalog 336社会参与communityinvolvement369减价促销cents-offpromotion 337企业广告corporateadvertising370套装赠送combinationo

29、ffer 338企业识别广告corporateidentityadvertising371公司大会与经销商聚会companyconventions&dealermeetings 339危机管理crisismanagement372消费者销售推广consumersalespromotion 340娱乐entertainment373竞赛contest 341展品exhibits374联合广告cooperative/co-opadvertising 342特写featurearticles375优惠券coupons 343内部通报houseorgan376顾客终身价值customerlifetim

30、evalue 344以货代款inkind377数据进入dataaccess 345机构广告institutionaladvertising378数据管理datamanagement 346游说lobbying379数据库database 347前期市场企业广告marketprepcorporateadvertising380数据库营销databasemarketing 348营销公关marketingpublicrelation381直接营销directmarketing 349新闻简报news/pressrelease382直接反应广告direct-responseadvertising 3

31、50意见抽样opinionsampling383直接销售战略direct-salesstrategy 351慈善行为philanthropy384直接销售directselling 352招贴posters385陈列津贴displayallowance 353传媒炒作pressagentry386易地销售diverting 354传媒工具press/mediakit387电子优惠券electroniccoupons 355公共事务publicaffairs388提前购买forwardbuying 356公共关系户publicrelations389广告插页free-standinginsert

32、s 357公共关系广告publicrelationsadvertising390游戏game 358宣传publicity391店内样品试用in-storesampling 359公众publics392联络媒介linkagemedia 360招聘广告recruitmentadvertising393人员销售personalselling 361声望经营reputationmanagement394售点材料point-of-purchasematerials 362撰写讲演稿speechwriting395什锦袋装样品polybagging 363赞助sponsorship396奖品premiums 364赛场营销venuemarketing397拉式战略pullstrategy 365新闻通报录像videonewsrelease398推销奖金pushmoney/spiffs 399推式战略pushstrategy 400部分退款rebates 401近期、频次、货币方程rfmf