广告术语中英对照

1、广告术语中英对照2016-08-30 18:03:29 | #1楼回目录社论式广告advertorial倡导广告advocacyadvertising伏击式营销ambushmarketing视听材料audiovisualmaterials公告牌bulletingboards社会参与communityinvolvement企业广告corporateadvertising企业识别广告corporateidentityadvertising危机管理crisismanagement娱乐entertainment展品exhibits特写featurearticles内部通报houseorgan以货代款i

2、nkind机构广告institutionaladvertising游说lobbying前期市场企业广告marketprepcorporateadvertising营销公关marketingpublicrelation新闻简报news/prerelease意见抽样opinionsampling慈善行为philanthropy招贴posters传媒炒作preagentry传媒工具press/mediakit公共事务publicaffairs公共关系户publicrelations公共关系广告publicrelationsadvertising宣传publicity公众publics招聘广告recr

3、uitmentadvertising声望经营reputationmanagement撰写讲演稿speechwriting赞助sponsorship赛场营销venuemarketing新闻通报录像videonewsrelease执行证明书affidavitofperformance受众构成audiencecomposition受众占有率audienceshare时间表avails一刻平均听众数averagequarter-houraudience一刻平均收听率averagequarter-hourrating一刻平均占有率averagequarter-hourshare交换辛迪加bartersy

4、ndication无线电视broadcastTV有线电视cableTV单位成本CPP千人成本CPM累积听众数cumulativepersons累积收听率cumulativerating时段组合day-partmix预定市场区域designatedmarketareas班车时间drivetime首播辛迪加first-runsyndication毛评点groratingpoints开机家庭HUT形象移植imagerytransfer信息式广告informercial互相连接interconnect存货inventory地方时间localtime赔偿条件make-goods广播电视网networks

5、网外辛迪加off-networksyndication协办participationbasis占位价格preemptionrate黄金时段primetime节目式广告PLA节目收率视programrating节止编排形式programmingformats视听率调查服务公司ratingservices电台指定时间run-of-station赞助sponsorship点播广播spotannouncement点播广播spotradio受众总数totalaudience总体受众计划totalaudienceplan电视家庭TVHH特高频UHF甚高频VHF广告网络adnetworks广告查询adreq

6、uest横幅广告banner阔幅说明书broadsides手册brochures商业回邮件businereplymail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classifiedadWebsite点击率clickrate点进率click-throughs编辑名录compiledlists小甜饼cookies立体创意直邮creativedimensionaldirectmailing数字互动媒介digitalinteractivemedia直接电脑DirectPC直邮广告direct-mailadvertising折页folder

7、s主页homepages专属名录houselists内部刊物houseorgans互动电视interactiveTV互联网Internet互联网服务供应商Internetserviceprovider插播广告interstitial关键词keyword电脑亭kiosk信件公司lettershop名录经纪人listbroker邮件反应名录mail-responselists明信片postcards推播技术pushtechnology销售信函salesletters搜索引擎searchengines邮简self-mailers赞助sponsorship公告书statementstuffersWeb

8、浏览器Webbrowser网页WebpageWeb电视WebTV万维网WorldWideWeb广告调查advertisingresearch态度测试attitudetests中心场所测试centrallocationtests混杂测试cluttertests直接提问法directquestioning试验法experimentalmethod小组讨论focusgroup正试调查formalresearch成见效应haloeffect深度访问in-depthinterview非正式/试调查informalresearch查询测试inquirytests深度调查技术intensivetechniq

9、ues营销信息系统marketinginformationsystem,MIS营销调查marketingresearch市场markets媒介种类mediaclass媒介调查mediaresearch媒介细分mediasubclass媒介单位mediaunits媒介载体mediavehicles产品merchandise讯息message动机motives非概率抽样nonprobabilitysamples观察法observationmethod事后测试posttesting事前测试pretesting初级信息primarydata投射法projectivetechniques定性调查qual

10、itativeresearch定量调查quantitativeresearch随机概率抽样randomprobabilitysamples回忆测试recalltests信度reliability销售测试salestests样本sample样本单位sampleunits二级信息secondarydata全面调查survey试验市场testmarket通用产品代码universalproductcode母体universe效度validity广告印象advertisingimpression广告反应曲线advertisingresponsecurve注意度attentionvalue受众audie

11、nce受众目标audienceobjectives间歇式排期blinking品牌开发指数branddevelopmentindex集中式bursting品种开发指数categorydevelopmentindex发行量circulation持续性continuity持续式continuousschedule成本效益costefficiency单位成本costperpoint千人成本costperthousand创意组合creativemix分布目标distributionobjectives有效频次effectivefrequency有效到达率effectivereach暴露值exposure

12、value市尝资金、媒介、组合、方法5Ms起伏式flightingschedule频次frequency总印象groimpressions毛评点groratingpoints市场markets组合mechanics媒介media媒介策划mediaplanning媒介载体mediavehicles讯息力度messageweight方法methodology组合媒介法mixed-mediaapproach资金money驱动值motivationvalue看见机会opportunitytosee脉冲式pulsingschedule视听率rating到达率reach每册读者数readerspercop

13、y近期策划recencyplanning路障式roadblocking外溢媒介spillovermedia增效效应synergy电视户televisionhouseholds发行量审核局ABC出血bleed批量折扣bulkdiscounts行业杂志businemagazines发行量审核circulationaudit分类广告classifiedads纽约分类广告网络CANNY分类图片广告classifieddisplayads截稿日期closingdate彩色样品纸条colorstrip混合收费制combinationrates消费者杂志consumermagazines合同收费制contr

14、actrate赠阅发行controlledcirculation联合形式cooperative/co-opprograms千人成本CPM封面日期coverdate封面位置coverposition购物杂志custommagazine日报dailynewspapers人口版demographiceditions图片广告displayadvertising实际收费earnedrates农业刊物farmpublications统一收费制度flatrate香味纸条fragrancestrips频率折扣frequencydiscounts黄金版位fullposition门式折页gatefold地理版ge

15、ographiceditions基本发行量guaranteedcirculation横向刊物horizontalpublication独立购物指南independentshoppingguide插页insert加插刊登通知insertionorder岛形半版islandhalves小单元juniorunit地方城市杂志localcitymagazine杂志出版人协会MPA媒介采购员mediabuyer媒介标尺调查有限公司MRI全国性杂志nationalmagazines全国性价格nationalrate美国报业协会NAA报纸版面库NSB上市日期on-saledate公开收费制度openrate

16、订阅发行paidcirculation自动弹启式广告pop-upad.自选版位费preferred-positionrates预印广告插页preprintedinserts初级发行量primarycirculation清样proofcopy公告publicnotice费率基准ratebase价目表ratecard阅读告示readingnotice地区性刊物regionalpublications任意版位费制ROPadvertisingrates二级读者量secondary/pass-alongreadership欠资收费制shortrate赛蒙斯市场调查局SMRB多胞胎版splitruns标准

17、广告单位SAU标准收费与数据服务公司SRDS标准型报纸standard-sizenewspaper周日增刊Sundaysupplement小报型报纸tabloidnewspaper撕样tearsheets三维广告3-Dads纵向刊物verticalpublication数量折扣volumediscounts周报weeklynewspapers广告津贴advertisingallowance回购津贴buybackallowance目录catalog减价促销cents-offpromotion套装赠送combinationoffer公司大会与经销商聚会companyconventions&

18、dealermeetings消费者销售推广consumersalespromotion竞赛contest联合广告cooperative/co-opadvertising优惠券coupons顾客终身价值customerlifetimevalue数据进入dataaccess数据管理datamanagement数据库database数据库营销databasemarketing直接营销directmarketing直接反应广告direct-responseadvertising直接销售战略direct-salesstrategy直接销售directselling陈列津贴displayallowance

19、易地销售diverting电子优惠券electroniccoupons提前购买forwardbuying广告插页free-standinginserts游戏game店内样品试用in-storesampling联络媒介linkagemedia人员销售personalselling售点材料point-of-purchasematerials什锦袋装样品polybagging奖品premiums拉式战略pullstrategy推销奖金pushmoney/spiffs推式战略pushstrategy部分退款rebates近期、频次、货币方程RFMformula销售推广salespromotion样品试

20、用sampling货位津贴slottingallowance抽奖sweepstake电话营销telemarketing贸易广告tradeadvertising贸易集中tradeconcentration贸易折扣tradedeals贸易推广tradepromotion明确表示affirmativedisclosure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-desistorder比较广告comparativeadvertising服罪判决书consentdecree消费者保护团体consumeradvocate消费者信息网络c

21、onsumerinformationnetworks消费者保护主义consumerism版权copyright更正广告correctiveadvertising欺骗性广告deceptiveadvertising推荐endorsements道德广告ethicaladvertising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intellectualproperty长期宏观论long-termmacroarguments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nonproductfacts营养标识与教育法NutritionalLabel

22、ingandEducationAct专利patent隐私权privacyrights夸大puffery短期操纵论short-termmanipulativearguments社会责任socialresponsibility潜意识广告subliminaladvertising证据substantiation证实testimonials商标trademark不正当广告unfairadvertising美国专利与商标署U.S.PatentandTrademarkOffice行为广告actionadvertising实际消费者actualconsumer广告advertising农业广告agricul

23、turaladvertising作者author自传式讯息autobiographicalmessage知晓广告awareneadvertising品牌术branding工商广告busineadvertising企业对企业广告business-to-busineadvertising渠道channel辅助材料collateralmaterials消费者广告consumeradvertising消费者consumer译码decode直接反应广告direct-responseadvertising戏剧式讯息dramamessage编码encode农场广告farmadvertising反馈feedb

24、ack全球性广告globaladvertising商品goods观点ideas形象广告imageadvertising预定消费者impliedconsumer工业时期industrialage工业化时期industrializingage国际广告internationaladvertising地方性广告localadvertising营销marketing营销传播marketingcommunications营销公关marketingPR媒介medium讯息message叙述式讯息narrativemessage全国性广告nationaladvertising噪音noise非商业广告nonco

25、mmercialadvertising非产品广告nonproductadvertising人物persona人员销售personalselling后工业时期postindustrialage前工业化时期preindustrialage过程process产品product产品广告productadvertising专业广告professionaladvertising公共关系publicrelations公共关系活动publicrelationsactivities公共关系广告publicrelationsadvertising受者receiver区域性广告regionaladvertising

26、常规价格广告regularprice-lineadvertising零售广告retailadvertising销售推广salespromotion服务services信源source广告主/出资人sponsor资助性消费者sponsorialconsumers目标受众targetaudience目标市场targetmarket贸易广告tradeadvertising广告讯息advertisingmessage广告计划advertisingplan广告战略advertisingstrategy自下而上式营销bottom-upmarketing传播媒介communiciationsmedia企业目

27、标corporateobjectives创意组合creativemix试验调查法empiricalresearchmethod整合营销传播integratedmarketingcommunication顾客终身价值lifetimecustomervalue营销目标marketingobjectives营销计划marketingplan营销战略marketingstrategy需求一满足式目标need-satisfyingobjectives目标/任务法objective/taskmethod销售百分比法percentage-of-salesmethod产品概念productconcept关系营

28、销relationshipmarketing销售定向式目标sales-targetobjectives市场份额法/广告份额法share-of-market/share-of-voicemethod形势分析situationanalysis利益相关者stakeholderSWOT分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threatanalysis战术tacics目标受众target-audience自上而下式营销top-downmarketing态度attitude品牌兴趣brandinterest品牌忠诚brandloyalty企业市场busi

29、nemarkets影响中心centersofinfluence有意劝服路径centralroutetopersuation认知cognition消费行为consumerbehavior消费者决策过程consumerdecisionmakingprocess消费者市场consumermarkets文化culture现有顾客currentcustomers详尽可能性模型ElaborationLikelihoodModel环境因素environment选择评估evaluationofalternatives评估标准evaluativecriteria参考组evokedset交换exchange政府市

30、场governmentmarkets习惯habit需要层次hierachyofneeds工业市场industrialmarkets信息性动机informationalmotives人际影响interpersonalinfluences认知learning市场market卖主marketers营销marketing大脑档案mentalfiles动机motivation需要needs被动生成动机negativelyoriginatedmotives非人员影响nonpersonalinfluences舆论领袖opinionleader集团买主organizationalbuyers感知percept

31、ion感知过滤perceptualscreens无意劝服路径periphialroutetopersuasion个人过程personalprocesses劝服persuasion生理过滤physiologicalscreens主动生成动机positivelyoriginatedmotives购后失调学说postpurchasedissonance购后评估postpurchaseevaluation潜在顾客prospectivecustomers心理过滤psychologicalscreens参照人群referencegroups经销商市场resellermarkets选择性感知selectiv

32、eperception自我意识self-concept社会阶层socialclasses刺激stimulus亚文化subculture认知失调学说theoryofcognitivedissonance转换性动机transformationalmotives国际市场transnationalmarkets效用utility欲望wants地理人口细分geodemographicsegmentation地理细分geographicsegmentation成长期growthstage隐性差异hiddendifferenees独立品牌individualbrand诱导性差异induceddifferen

33、ces密集分销intensivedistribution引入期introductoryphase特许品牌licensedbrand市场细分marketsegmentation营销组合marketingmix成熟期maturitystage全国性品牌nationalbrand网络营销networkmarketing非人员传播nonpersonalcommunication人员型服务people-basedservice显性差异perceptibledifferences人员传播personalcommunication定位position价格因素priceelement初级需求primaryde

34、mand首要需求趋势primarydemandtrend私家品牌privatelabel产品概念productconcept产品因素productelement产品生命周期productlifecycle消费心态细分psychographicsegmentation消费心态psychographic宣传publicity拉pull拉式战略pullstrategy购买时机purchaseoccasion推入push推式战略pushstrategy转销商reseller销售推广salespromotion选择性需求selectivedemand选择性分销selectivedistribution服

35、务service特别事件specialevents标准工业分类代码StandardIndustrialClassificationCodes目标市场targetmarket目标营销过程targetmarketingprocess电话营销telemarketing使用率usagerates用户身份userstatus垂直营销体系verticalmarketingsystem用量细分volumesegmentation客户主管、客户联络Aes客户策划accountplanning广告代理公司advertisingagency艺术指导artdirectors美术工作室artstudios全国性广告主

36、协会ANA品牌经理brandmanager企业对企业广告公司business-to-busineagency集中式广告部centralizedadvertisingdepartment分类广告classifiedadvertising清仓广告clearanceadvertising联合广告cooperativeadvertising文案copy文案人员copywriters创意工作室creativeboutique创意总监creativedirector分散式体制decentralizedsystem部门式departmentalsystem发展期developmentstage数字互联媒介d

37、igitalinteractivemedia直邮广告direct-mailadvertising电子媒介electronicmedia手续费代理费混合制fee-commissioncombination外国媒介foreignmedia全面服务公司fullserviceadvertisingagency普通消费者广告公司generalconsumeragency全球性卖主globalmarketers集团式groupsystem横向联合广告horizontalcooperativeadvertising专属广告公司in-houseagency奖励制incentivesystem独立制作社inde

38、pendentproductionhouse独立调查公司independentresearchcompany机构广告institutionaladvertising整合营销传播integratedmarketingcommunications互联广告公司interactiveagency国际广告公司internationalagency国际媒介internationalmedia国际化架构internationalstructure地方性广告localadvertising地方广告公司localagency维持期maintenancestage经营总监managementsupervisors

39、差价markup媒介media媒介购买公司media-buyingservice媒介代理费mediacommission跨国公司multinationalcorporations全国性广告主nationaladvertiser全国性广告公司nationalagency户外广告outdooradvertising点point关系预备期prerelationshipstage印刷媒介printmedia印刷厂printers产品广告productadvertising区域性广告主regionaladvertiser区域性广告公司regionalagency常规价格广告regular.price-l

40、ineadvertising截留费制retainersystem减价广告saleadvertising销售推广部salespromotiondepartment推测性提案speculativepresentation直接费制straight-feesystem下游公司supplier终结期terminationstage交通广告transitadvertising纵向联合广告verticalcooperativeadvertising网络设计社Webdesignhouse广告礼品advertisingspecialty自动取款机ATM基本巴士单位basicbus展台Booths路牌bullet

41、instructure车内尾部招贴car-endposters电影贴片广告cinemaadvertising名录Directories8张招贴eight-sheetposters电子显示屏electronicsigns陈列品Exhibits陈列媒介exhibitivemedia全面登场fullshowing全球定位系统GPS车内广告牌insidecards100露出数100showing户外媒介out-of-homemedia车体招贴outsideposters包装Packaging奖品Premiums产品安插productplacement登场Showing看板Spectaculars标准户

42、外广告standardizedoutdooradvertising成品招贴stockposters优惠赠券take-ones出租车外壳taxicabexteriors终点站招贴terminalposters30张招贴架30-sheetposterpanel整车牌位totalbus商业展示会tradeshows交通广告transitadvertising车站棚广州广告transitshelteradvertising录像手册videobrochure广告讯息advertisingmessage艺术Art艺术指导artdirection艺术家Artist美术总监artdirector大创意bigi

43、dea头脑风暴法Brainstorming传播媒介communicationsmedia概念化Conceptualization方案人员Copywriter创意纲要creativebrief创意总监creativedirector创意过程creativeprocess创意金字塔creativepyramid创意creative创造creativity感性诉求emotionalappeals控险家explorer事实型思维fact-basedthinking信息性informational法官judge指定mandatories讯息战略messagestrategy非文字Nonverbal产品概

44、念productconcept理性诉求rationalappeals目标受众targetaudience技巧technical转换性transformational价值型思维value-basedthinking文字的verbal形象化visualization战士warrior样片animatic动画技法animationtechniques声频audio艾耶1号式AyerNo.1利益式标题benefitheadlines正文bodycopy粗体boldface照相制版camera-readyart表演纲要castingbrief结尾close命令式标题commandheadlines末稿c

45、omprehensivelayout/comp演示demonstration设计design技巧式正文devicecopy对白/独白式正文dialog/monologcopy旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文institutionalcopy整合广告integratedcommercial内容段落interiorparagraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-inparagraph生活方式式技法lifestyletechniques标志logotypes助记手段

46、mnemonicdevice音乐式广告musicalcommercials音乐标志musicallogo叙述式正文narrativecopy新闻/信息式标题news/informationheadlines出镜头oncamera拼版pasteup摄影师photographers图片说明式正文picture-captioncopy方框图片式布局picture-windowlayout招贴式格式poster-styleformat主持人式广告presentercommercial启发式标题provocativeheadlines疑问式标题questionheadlines广播人物radiopers

47、onality脚本script印签seal签名signaturecuts生活片段sliceoflife口号slogans故事板storyboard故事板草图storyboardroughs直截了当式straightannouncement直接推销式正文straight-sellcopy副标题subhead标题句taglines证言testimonial正文text主题句themelines小样thumbnail收尾trialclose图形部分visuals旁白voiceover模拟校样analogproof动画animation合成片answerprint光圈aperture音控台audioc

48、onsole底片baseart出血版bleeds蓝线blueline照相排版术camera-readyart字符计算式character-countmethod电影摄影师cinematographer截止期closingdate色基colorkey分色colorseparation连续调continuoustones控制室controlroom组排copycast封面纸coverpaper青、黄、红、黑印刷CYMKprinting数字媒介digitalmedia数字校样digitalproof数码视频效应装置DVEunits导演director特排字体displaytype复制带dubs拷贝d

49、upes电子制作electronicproduction晒版台纸flats一套铅字font四色印刷four-colorproce网目凸版halfoneplate网屏halftonescreen互动电视interactiveTV任务夹jobjacket出格kerning电脑亭kiosk加空铅leading硬性软片linefilm线画版lineplate实景真人liveaction外景地location制片场lot指令mandatories公共场所maaudiencevenue母带mastertape合成样片mixedinterlock助记手段mnemonicdevice多媒体演示multimed

50、iapresentation正色投影胶片orthographicfilm透明塑料膜overlay个人场所personalaudiencevenue平台使用费platformlicensing后期制作阶段postproductionphase开印前阶段preprephase预备阶段preproductionphase印刷制作经理printproductionmanager印刷制作过程printproductionproce非公开场所privateaudiencevenue制片人producer制作阶段productionphase复映复播追加酬金residualfee反差套印reversekno

51、ckout无衬线字体sansserif最低合同工资scale衬线字体serif一场session特技specialeffects插播广告spots剥版stripping叠supers演播人员talent自动台词提示器teleprompter课本纸textpaper正文字体texttype合套trap字系typefamilies排印工艺typography网页Webpage单词计算式word-countmethod工作样片workprint书写纸writingpaper营销和广告术语(中英对照)2016-08-30 18:03:13 | #2楼回目录营销和广告术语类别营销调研中文态度测试中心场所

52、测试混杂测试直接提问法试验法小组讨论正试调查成见效应深度访问非正式/试调查查询测试深度调查技术营销信息系统营销调查市场媒介种类媒介调查媒介细分媒介单位媒介载体产品讯息动机非概率抽样观察法事后测试事前测试初级信息投射法定性调查定量调查Englishattitudetestscentrallocationtestscluttertestsdirectquestioningexperimentalmethodfocusgroupformalresearchhaloeffectin-depthinterviewinformalresearchinquirytestsintensivetechnique

53、smarketinginformationsystem,MISmarketingresearchmarketsmediaclassmediaresearchmediasubclassmediaunitsmediavehiclesmerchandisemessagemotivesnonprobabilitysamplesobservationmethodpost-testingpre-testingprimarydataprojectivetechniquesqualitativeresearchquantitativeresearch1of25营销和广告术语类别中文随机概率抽样回忆测试信度销售

54、测试样本样本单位二级信息全面调查试验市场通用产品代码总体营销调研效度Englishrandomprobabilitysamplesrecalltestsreliabilitysalestestssamplesampleunitssecondarydatasurveytestmarketuniversalproductcodeuniversevalidity营销策划广告计划广告战略自下而上式营销传播媒介企业目标创意组合试验调查法整合营销传播顾客终身价值营销目标营销计划营销战略需求一满足式目标目标/任务法销售百分比法产品概念关系营销advertisingplanadvertisingstrateg

55、ybottom-upmarketingcommunicationsmediacorporateobjectivescreativemixempiricalresearchmethodintegratedmarketingcommunicationlifetimecustomervaluemarketingobjectivesmarketingplanmarketingstrategyneed-satisfyingobjectivesobjective/taskmethodpercentage-of-salesmethodproductconceptrelationshipmarketing2of25营销和广告术语类别中文销售定向式目标市场份额法/广告份额法形势分析利益相关者Englishsales-targetobjectivesshare-of-market/share-of-voice