广告英汉对照

1、 广告专业同学的参考书目当代广告学，美威廉 阿伦斯，华夏出版社，1999一个广告人的自白，美大卫 奥格威，中国友谊出版社工商管理精选教材广告学教程，李宝元人民邮电出版社新编中外广告通史，刘家林 暨南大学出版社感性、悟性与理性广告语， 白光主编 中国经济出版奥格威谈广告，美大卫?奥格威 机械工业出版社广告大师奥格威未公诸于世的选集，美大卫?奥格威，机械工业出版社方法比知识重要系列丛书国际4A广告公司基本操作流程，朱海松, 广东经济出版社中国广告20年 黄升民 武警音像出版社广告·价值·消费香港电视广告20年 黄少仪龙吟榜有限公司日本企业在华广告20年 王菲、倪宁 中国轻工业出

2、版社现代广告通论 丁俊杰 中国物价出版社20世纪广告传播理论研究 张金海 武汉大学出版社新广告观 黄升民 中国物价出版社麦肯的方法 朱海松 广东经济出版社国际4A广告公司基本操作流程朱海松 广东经济出版社国际4A广告公司媒介计划精要阿诺德·M.巴尔班等著朱海松译广东经济出版社国际4A广告公司媒介策划基础朱海松编 广东经济出版社方法国际著名广告公司操作工具 文武文 线装书局电通如何成为第一 何辉 中国市场出版社奥美有情 （台）庄淑芬 企业管理出版社奥美的观点 I 宋秩铭 庄淑芬白崇亮 黄复华等著企业管理出版社奥美的观点 II 宋秩铭、庄淑芬等著 企业管理出版社360度品牌传播与管理 美

3、马克·布莱尔、理查德·阿姆斯特朗、迈克·墨菲著机械工业出版社榜上客全球28位顶级华文创意人谈广告龙吟榜杂志社中国物价出版社孙大伟的异想世界 孙大伟 中国物价出版社广告箴言 美鲍勃·加菲尔德 中国财政经济出版社广告副作用 李欣频 台晶冠出版社蔚蓝诡计 （美）乔治·路易斯著，刘家驯译 中国友谊出版社贩卖创意 （美）肯罗曼等著 庄淑芬译 内蒙古人民出版社实效的广告 （美）罗素·瑞夫斯，张冰梅译 内蒙古人民出版社我的广告生涯·科学的广告（美）克劳德·霍普金斯，邱凯生译新华出版社广告界无冕女王 （美）玛丽·韦尔斯&

4、#183;劳伦斯 机械工业出版社鸡蛋里挑骨头 黄文博 企业管理出版社颠覆广告 让马贺·杜瑞 中国财政经济出版社 广告专业术语汉英对照表 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

5、Advertising AgenciesABC (广告发行量稽查会)                 Audit Bureau of CirculationsAMA (美国市场营销协会)                 American Marketing A

6、ssociationAIO (行为、兴趣、观点数据库)           activity, interesting, opinionIAA (国际广告协会)                     International Advertising AssociationPO

7、P广告                                point of purchasesSWOT分析、优劣势分析             &#

8、160;     strength, weakness, opportunity, threat案头研究                               desk research版权    

9、60;                              copyright包装                 

10、0;       package保存率                                 keeping rate报价     

11、0;                             quotation, cost estimate备忘录                &

12、#160;                memo调查对象                               inter

13、viewee, respondent, participant比稿                                   competition, pitch比较广告      

14、;                         comparative advertising边际效用                    &#

15、160;          marginal utility标题                                   headline

16、标志                                   logo, mark草稿            

17、0;                      rough草图                          

18、60;        sketch插图                                   illustration差异性（策略）  

19、                       differentiation蒙太奇                        

20、                           montage免费赠品                      

21、                           give away命名                       

22、;                              naming模仿                  

23、60;                                  copy模型               &#

24、160;                                     model, pattern目标对象          &

25、#160;                                      target audience尼尔逊电视调查报告        

26、                               Nielsen Television Index频率               

27、60;                                     frequency品牌           

28、60;                                         brand品牌策略        

29、;                                         brand strategy品牌个性（人格化）      

30、;                                 brand personality品牌购买趋势              

31、;                               brand momentum品牌管家                

32、0;                                brand steward品牌经理               

33、0;                                 brand manager品牌联想              

34、0;                                  brand linkage品牌识别             

35、0;                                   brand identity产品核心概念            &

36、#160;              product concept产品名称测试                           name test产品效用   &#

37、160;                           benefit产品形象                    

38、60;          product image产品原型                               product prototype产品原型测试  

39、0;                        prototype test产品周期                      

40、0;        product life-cycle产品属性                               product attribute陈列    

41、;                               display冲击力                 &

42、#160;               impact出口广告                               export ad

43、vertising传播，沟通                             communication传播策略                

44、;               communication strategy创意                               

45、0;   creative创意草图                               idea sketch创意策略           &

46、#160;                   creative strategy创意概念                          

47、0;    creative concept创意提案                               creative presentation创意总监        

48、                       creative director (CD)从众                       

49、            follow促销活动                               promotion打样   

50、60;                               color proof打字照排                

51、               typesetting大众传播                               mass communica

52、tion代理商                                 agent导演              

53、0;                    director到达率                            

54、;     reach到达频率                               frequency第一知名度          

55、                   top of mind (TOM)点子                            

56、0;      idea电话调查                               telephone interview电视广告       

57、60;                       commercial电视媒体                        &

58、#160;      TV media调查员                                 interviewer定量研究       

59、60;                       quantitative research定位                      

60、0;            positioning定性研究                               quality research动画  

61、                                 animation动机               &

62、#160;                   motivation, motion动机分析                          

63、60;    motivation analysis动机强度                               motivation intension独家赞助        &#

64、160;                      sponsored event独特销售理论                        

65、;   unique selling proposition (USP)发行量                                 circulation菲林，胶片      &

66、#160;                      film分类广告                          

67、;     classified advertising分散式媒体组合                         assorted media mix分色            

68、60;                      color separation分销                        

69、60;          distribution风险知觉                               perceived risk服务质量   

70、;                            serve quality负片                    &

71、#160;              negative覆盖率                                 co

72、verage概念                                   concept概念测试            

73、;                   concept test感觉                             &#

74、160;     sense个人收视率                             personal audience rating个性，性格         

75、;                    personality工作进度报告                           

76、                 status report公共关系                               

77、                 public relations公益广告                              

78、60;                 non-commercial advertising构图                            

79、0;                         layout购买                        &

80、#160;                             purchase, buy购买后分析                  

81、                              post-buy-analysis购买环境                 &#

82、160;                                shopping environment购买决策              &

83、#160;                                   purchase decision购买决定因子           &

84、#160;                                  purchase decision factor购买率           

85、60;                                        purchase rate购买模型       

86、60;                                          purchase model购买频率     &#

87、160;                                            purchase frequency购买者  

88、0;                                                 buyer购买周期

89、                                                  purch

90、ase period购买准备                                               

91、0;  purchase preparation关键词                                            

92、0;       keyword观察法                                          

93、;          observe method广播电视网                                      &#

94、160;         network广播媒体                                      

95、60;           broadcast media广告                                    

96、60;                 advertising (AD)广告标语                              

97、                    advertising slogan广告测试                            

98、                      advertising test广告策略                        

99、0;                         advertising strategy广告创意                     

100、60;                            advertising creative广告创作人员                  

101、                            creator广告对象                     

102、                             advertising target广告概念                  &

103、#160;                               advertising concept广告稿效果调查              

104、0;                             copy test广告歌曲                   &#

105、160;                              commercial song广告代理商，广告公司                

106、                      advertising agency广告管理                         &

107、#160;                        advertising management广告计划                     

108、0;                            advertising plan广告监测                   &

109、#160;                     advertising monitor, advertising track广告精读率                      

110、;                        attentive readership score广告客户                     

111、0;                              client广告目标                   

112、;                                 advertising goal广告目的              &#

113、160;                                     advertising objective广告牌         &

114、#160;                                            billboard广告认知效果   

115、60;                                       advertising recognition effect广告时代     

116、0;                                           Advertising Age (AD Age)广告诉求   

117、;                                                 advertisin

118、g appeal广告文案                                                

119、   advertising copy广告效果                                         advertising effect, advert

120、ising impact广告效果监测                                              advertising

121、 impact track广告音乐                                               &

122、#160;   jingle广告占有率                                             &

123、#160;  share of voice广告招贴                                             

124、      poster广告作品                                           &

125、#160;       advertisement国际广告媒体                                        

126、;       international media国际消费者协会                                        &

127、#160;consumer international (CI)互联网调查                                            

128、;      internet survey户外广告                                         

129、60;          outdoor advertising黄金时段                                    

130、60;               prime time基本动机                                 

131、                   basic motivation集中式媒体组合                            

132、               concentrated media mix记忆                                

133、;                        memory, recall家庭结构                       

134、0;                            family structure家庭类型                   &

135、#160;                                family type家庭收视率               &#

136、160;                                  household rating价格测试             

137、;                                       price test价值观         

138、60;                                            valuation剪辑    

139、60;                                                  tr

140、imming简报                                                

141、0;      briefing交互媒体                                          

142、60;        interactive media脚本                                       &

143、#160;               storyboard街头调查                                

144、0;                  street interview进口广告                             &

145、#160;                     import advertising经销商                         

146、60;                           dealer竞争者                      

147、;                               competitor剧本大纲                 &#

148、160;                                 synopsis决策模型               &

149、#160;                                   decision model决策者            &

150、#160;                                        decision开机率        &

151、#160;                                            sets in use客户    

152、;                                                  

153、; client, account客户策划人                                              &#

154、160;  account planner客户简报                                              

155、;     client briefing客户经理                                         

156、0;         account manager客户主管                                      &#

157、160;            account supervisor客户总监                                  

158、60;                account director蓝图                               &#

159、160;                       blue print老年群体                         

160、;                          old age mass累积到达率                      

161、;                           cumulative reach理性广告                    &#

162、160;                              rational advertising连锁超市                &

163、#160;                                  chain super-market品牌替代率            &

164、#160;                                 brand replacement品牌喜爱度             &#

165、160;                                brand leverage品牌形象               &

166、#160;                                brand image品牌形象跟踪               &

167、#160;                            brand image track (BIT)品牌占有率                 &#

168、160;                            brand share品牌知名度                    &#

169、160;                         brand awareness品牌忠诚度                     

170、                         brand loyalty品牌重复购买率                      

171、60;                   brand retention品牌转换                            &

172、#160;                   brand shift品牌资产                             &#

173、160;                  brand equity普及率                             

174、;                     diffusion rate企业广告                          

175、0;                     corporate advertising企业理念                         &#

176、160;                      corporate philosophy企业形象                        &

177、#160;                       corporate image企业形象识别                       

178、60;                    corporate identity (CI)千人成本                          

179、;            cost per thousand（million） (CPT CPM)潜意识，下意识                                &#

180、160;         sub-consciousness潜在市场                                     

181、;           potential market青年群体                                    &#

182、160;           youth mass情感                                     &

183、#160;              feeling情感广告                                   

184、             emotional advertising区域广告                                 

185、;               regional advertising全面服务代理商                               &

186、#160;          full service agency人口统计                                    &

187、#160;           demographic人员测量仪（个人收视监测仪）                            people meter认知     &#

188、160;                                              perceive, recognize认知度

189、60;                                                 recognit

190、ion rate认知广告                                                recog

191、nition advertising认知模型                                              &#

192、160; recognize model入户访问                                              

193、  in-house interview商品成长期                                             

194、 growth stage商品成熟期                                              maturity st

195、age商品导入期                                              introduction stage商品衰

196、退期                                              decline stage商圈  

197、                                                  trade

198、 area少年群体                                                juvenile

199、 mass设计                                                 

200、;   design设计核心概念                                            design concept社

201、会阶层                                                society class社

202、会意识                                                society-consci

203、ousness社会因素                                                societ

204、y factor深度访谈                                                in-de

205、pth interview生活风格（形态）                                        life style生活态度数据库    

206、60;                                     attitude-value database时尚         &

207、#160;                                          style, fashion实验法     &

208、#160;                                            experiment method实验性营销  &#

209、160;                                           test marketing使用者    &#

210、160;                                             user市场导向    

211、;                                            marketing oriented市场调查   

212、                                             marketing research市场潜力  &

213、#160;                                             market potential市场渠道 

214、0;                                              market channel市场细分 

215、60;                                              segmentation市场营销 

216、0;                                              marketing市场营销组合  

217、                                          marketing mix市场占有率      

218、;                                        market share事件        &#

219、160;                                           event视觉成型     

220、0;                                          visualize视听占有率      &

221、#160;                                       audience share收视（听）率       

222、0;                                    audience rating收视监测仪           &

223、#160;                                  video meter收视率调查             &#

224、160;                                rating research受教育程度               

225、;                               education level售货员                

226、0;                                 salesman数据库               

227、0;                                  database诉求               

228、;                                     appeal态度            &#

229、160;                                       attitude态度测量         &

230、#160;                                      attitude measurement提案        &#

231、160;                                           presentation, proposal提示知名度  

232、0;                                           aided brand awareness统计指标   &#

233、160;                                            statistic index投放时间表   

234、;                                       cue list, transmission schedule投射法研究     

235、;                                          project method完稿      

236、                                               finished artwork网页广告

237、60;                                                web advertisin

238、g未提示知名度                                         un-aided brand awareness文稿撰写人    

239、;                                           copywriter问卷     

240、0;                                               questionnaire习惯 

241、                                                  

242、   habit习惯研究                                              &#

243、160;   habit study习俗，风俗                                            

244、60;   custom现场演示                                              

245、60;   demonstration消费计划                                                  consumption plan消费者