营销和广告术语中英对照

1、营销和广告术语类别中文English营销调研态度测试 中心场所测试 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 营销调查市场媒介不恢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杳attitude testscentral location testsclutter testsdirect questioningexperimental methodfocus groupformal researchhalo effectin-depth interviewinforma

2、l researchinquiry testsintensive techniquesmarketing information system, MISmarketing researchmarketsmedia classmedia researchmedia subclassmedia unitsmedia vehiclesmerchandisemessagemotivesnonprobability samplesobservation methodpost-testingpre-testingprimary dataprojective techniquesqualitative re

3、searchquantitative research类别中文English随机概率抽样random probability samples回忆测试recall tests信度reliability销售测试sales testssample样本单位sample units二级信息secondary data全面调查survey试验市场test market通用产品代码universal product code总体universe营销调研效度validity营小i划广告计划advertising plan广告战略advertising strategy自下而上式营销bottom-up mark

4、eting传播媒介communications 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销售白分比法p

5、ercentage-of -sales method产品概念product concept关系营销relationship marketing类别中文English营小i划营销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SA3分析（优势、弱势、机遇与威胁）s战术目标受众自上而卜式营销品牌兴趣品牌忠诚企业市场影响中心启意劝服路径认知消费行为消费者决策过程消费者市场文化现有顾客详尽可能性模型环境因素选择评估评估标准经巧组交换政府市场习惯需要层次T业市场sales-target objectivesshare-of-market/share-of-voice methodsituation

6、 analysisstakeholdertrength/weakness/opportunity/threat analysistacticstarget-audiencetop-down marketingbrand interestbrand loyaltybusiness marketscenters of influencecentral route to persuasioncognitionconsumer behaviorconsumer decision making processconsumer marketsculturecurrent customersElaborat

7、ion Likelihood Modelenvironmentevaluation of alternativesevaluative criteriaevoked setexchangegovernment marketshabithierarchy of needsindustrial markets类别中文English营销信息性动机 人际影响 认知市场头土营销大脑档案 动机rru攵被动生成动机 非人员影响 舆论领袖 集团买主 感知感知过滤 无意劝服路径 个人过程 劝服生理过滤 主动生成动机 购后失调学说 购后评估 潜在顾客心理过滤 参照人群 经销商巾场 选择性感知 自我意识 社会阶层

8、刺激' /文,卜informational motives interpersonal influences learningmarketmarketersmarketing mental files motivation needsnegatively originated motives nonpersonal influences opinion leader organizational buyers perceptionperceptual screensperipheral route to persuasion personal processes persuasionp

9、hysiological screens positively originated motives post-purchase dissonance post-purchase evaluation prospective customers psychological screens reference groupsreseller marketsselective perception self-concept social classesstimulussubculture类别中文English营销认知失调学说 转换性动机 国际市场效用欲望地理人口细分地理细分 成长期隐性差异独立品牌

10、诱导性差异 密集分销 引入期特许品牌市场细分营销组合成熟期全国性品牌网络营销 非人员传播 人员型服务显性差异人员传播定位价格因素初级需求 首要需求趋势 私家品牌产品概念产品因素 产品生命圄期theory of cognitive dissonance transformational motives transnational markets utilitywantsgeodemographic segmentation geographic segmentation growth stage hidden differences individual brandinduced differe

11、ncesintensive distribution introductory phase licensed brandmarket segmentationmarketing mix maturity stage national brand network marketing nonpersonal communication people-based service perceptible differences personal communication positionprice elementprimary demandprimary demand trendprivate la

12、belproduct conceptproduct elementproduct life cycle类别中文English消费心态细分psychographic segmentation消费心态psychographic宣传publicity拉pull拉式战略pull strategy购买时机purchase occasion推入push推式战略push strategy转销商reseller销售推广sales promotion选择性需求selective demand选择性分销selective distribution服务service特别事件special events标准工业分类代

13、码Standard Industrial Classification Codes目标市场target market目标营销过程target marketing process电话营销telemarketing使用率usage rates用户身份user status垂直营销体系vertical marketing system营销用量细分volume segmentation公关软义advertorial倡导广告advocacy advertising伏击式营销ambush marketing视听材料audiovisual materials公告牌bulleting boards社会参与co

14、mmunity involvement企业广告corporate advertising类别中文English公关企业识别广告危机管理娱乐展品特写内部通报以货代款机构广告游说前期市场企业广告营销公关新闻简报意见抽样慈者行为招贴传媒代理传媒工具公共事务公共关系户公共关系广告宣传公众招聘广告声望经营撰写讲演稿赞助赛场营销新闻通报录像corporate identity advertising crisis management entertainmentexhibitsfeature articleshouse organin kindinstitutional advertisinglobbyi

15、ngmarket prep corporate advertising marketing public relation news/press releaseopinion samplingphilanthropyposterspress agentrypress/media kitpublic affairspublic relationspublic relations advertisingpublicitypublicsrecruitment advertisingreputation managementspeechwritingsponsorshipvenue marketing

16、video news release类别中文English职能客户策划广告代理公司艺术指导美术工作室全国性广告主协会品牌经理企业对企业广告公司集中式广告部分类广告清仓广告联合广告乂杀文案人员创意工作室创意总监分散式体制部门式发展期数字互联媒介直邮广告电子媒介手续费一一代理费混合制外国媒介全面服务公司普通消费者广告公司全球，性卖主集团式横向联合广告专属广告公司奖励制account planning advertising agency art directorsart studiosANAbrand managerbusiness-to-business agency centralized a

17、dvertising department classified advertising clearance advertising cooperative advertisingcopycopywriterscreative boutiquecreative directordecentralized system departmental system development stage digital interactive media direct-mail advertisingelectronic mediafee-commission combination foreign me

18、diafull-service advertising agency general consumer agency global marketers group systemhorizontal cooperative advertisingin-house agency incentive system independent production house类别中文English职能独立调查公司 机构广告 整合营销传播 互联广告公司 国际广告公司 国际媒介国际化架构 地方性广告 地方广告公司 维持期经营总监 差价媒介媒介购买公司 媒介代理费 跨国公司 全国性广告主 全国性广告公司 户外广

19、告 点关系预备期印刷媒介 印刷厂 产品广告 区域性广告主 区域性广告公司 常规价格广告 截留费制减价广告 销售推广IB 推测件根案independent research companyinstitutional advertisingintegrated marketing communicationsinteractive agencyinternational agencyinternational mediainternational structurelocal advertisinglocal agencymaintenance stagemanagement supervisor

20、smarkupmediamedia-buying servicemedia commissionmultinational corporationsnational advertisernational agencyoutdoor advertisingpointprerelationship stageprint mediaprintersproduct advertisingregional advertiserregional agencyregular price-line advertisingretainer systemsale advertisingsales promotio

21、n departmentspeculative presentation9 of 25营销和广告术语类别中文English职能创意直接费制下游公司终结期交通广告纵向联合广告 网络设计社艺术艺术方向艺术家美术总监大创意头脑风暴法传播媒介概念化方案人员创意纲要创意总监创意过程创意金字塔创意创造感性诉求控险家事实型思维信息性法官指定讯息战略非文字straight-fee systemsuppliertermination stagetransit advertisingvertical cooperative advertisingWeb design houseartart directionar

22、tistart directorbig ideabrainstormingcommunications mediaconceptualizationcopywritercreative briefcreative directorcreative processcreative pyramidcreativecreativityemotional appealsexplorerfact-based thinkinginformationaljudgemandatoriesmessage strategynonverbal100f25营销和广告术语1类别中文English产品概念product

23、concept创意理性诉求rational appeals目标受众target audience技巧technical转换性transformational价值型思维value-based thinking文字的verbal形象化visualization战士warrior样片animatic动画技法animation techniquesaudio艾耶1号式Ayer No.1利益式标题benefit headlines正文body copy粗体boldface照相制版camera-ready art表演casting brief结尾close命令式标题command headlines末稿c

24、omprehensive layout/compdemonstration设计design技巧式正文device copy对白/独白式正文dialog/monolog copy旁白donut标题headline吸引技巧hook图标icon插图回家illustrators企业形象式F文institutional copy110f25营销和广告术语类别中文English创意整合广告内容段落斜体歌谣式肩题布局图预备段落生活方式式技法标志助记手段音乐式广告音乐标志叙述式正文新闻/信息式标题出镜头拼版摄影师图片说明式正文方框图片式布局招贴式格式主持人式广告启发式标题疑问式标题广播人物脚本印签签名生活片段

25、口号故事板故事板草图integrated commercial interior paragraphs italicjingles kicker layout lead-in paragraph lifestyle techniques logotypes mnemonic device musical commercials musical logo narrative copynews/information headlineson camerapaste up photographers picture-caption copy picture-window layout poster-

26、style format presenter commercial provocative headlines question headlines radio personality script sealsignature cuts slice of lifeslogans storyboard storyboard roughs120f25营销和广告术语类别中文English创意直截了当式直接推销式正文副标题标题句证百正文主题句小样收尾图形部分旁白模拟校样动画合成片光圈音控台底片出血版蓝线照相排版术字符计算式电影摄影师截止期色基分色连续调控制室组排封回纸青、黄、红、黑印刷数字媒介stra

27、ight announcement straight-sell copy subheadtaglinestestimonialtexttheme linesthumbnailtrial closevisualsvoiceoveranalog proofanimationanswer printapertureaudio consolebase artbleedsbluelinecamera-ready art character-count method cinematographer closing date color keycolor separationcontinuous tones

28、control roomcopy castcover paperCYMK printingdigital media130f25营销和广告术语类别中文English创意数字校样数码视频效应装置导演特排字体复制带拷贝电子制作晒版台纸一套铅字四色印刷网目凸版网屏互动电视任务夹出格电脑单加空铅硬性软片线画版实景真人外景地制片场指令公共场所合成样片助记手段多媒体演示正色投影胶片透明塑料膜个人场所digital proofDVE unitsdirectordisplay typedubsdupeselectronic productionflatsfontfour-color processhalfto

29、ne platehalftone screen interactive TV job jacket kerning kiosk leading line film line plate live action location lotmandatoriesmass audience venuemaster tapemixed interlock mnemonic device multimedia presentation orthographic film overlaypersonal audience venue140f25营销和广告术语类别中文English创意平台使用费后期制作阶段开

30、印前阶段预备阶段印刷制作经理印刷制作过程非公开场所制片人制作阶段复映复播追加酬金反差套印无衬线字体最低合同工资衬线字体一场特技插播广告剥版叠演播人员自动台词提示器课本纸正文字体合套字系排印工艺网页单词计算式工作样片书写纸platform licensing postproduction phase prepress phase preproduction phase print production manager print production process private audience venue producerproduction phase residual feerever

31、se knockoutsans serifscaleserifsessionspecial effectsspotsstrippingsuperstalenttelepromptertext papertext typetraptype familiestypographyWeb pageword-count methodwork printwriting paper150f25营销和广告术语类别中文English销售回购津贴目录减价促销套装赠送公司大会与经销商聚会消费者销售推广竞赛联合广告优惠券顾客终身价值数据进入数据管理数据库数据库营销直接营销直接反应广告直接销售战略直接销售陈列津贴易地销

32、售电子优惠券提前购买广告插页游戏店内样品试用联络媒介人员销售售点材料什锦袋装样品作品buyback allowancecatalogcents-off promotioncombination offercompany conventions & dealer meetingsconsumer sales promotioncontestcooperative/co-op advertisingcouponscustomer lifetime valuedata accessdata managementdatabasedatabase marketingdirect marketin

33、gdirect-response advertisingdirect-sales strategydirect sellingdisplay allowancedivertingelectronic couponsforward buyingfree-standing insertsgamein-store samplinglinkage mediapersonal sellingpoint-of-purchase materialspolybaggingpremiums160f25营销和广告术语类别中文English销售媒介策划拉式战略推销奖金推式战略部分退款近期、频次、货币方程销售推广样品

34、试用货位津贴抽奖电话营销贸易广告贸易集中贸易折扣贸易推广广告反应曲线注意度受众受众目标间歇式#期品牌开发指数集以品种开发指数发行量持续性持续式成本效益单位成本千人成本制意细合pull strategypush money/spiffspush strategyrebatesRFM formulasales promotionsamplingslotting allowancesweepstaketelemarketingtrade advertisingtrade concentrationtrade dealstrade promotionadvertising response curve

35、attention valueaudienceaudience objectivesblinkingbrand development indexburstingcategory development indexcirculationcontinuitycontinuous schedulecost efficiencycost per pointcost per thousandcreative mix170f25营销和广告术语类别中文English媒介策划分布目标后效频次启效到达率暴露值市场、资金、媒介、组合、方法起伏式频次总印象毛评点市场组合媒介媒介策划媒介载体讯息力度方法组合媒介法资

36、金驱动值看见机会脉，E视听率到达率每册读者数近期策划路障式外溢媒介增效效应电视户distribution objectives effective frequency effective reach exposure value 5Ms flighting schedule frequency gross impressions gross rating points markets mechanics media media planning media vehicles message weight methodology mixed-media approach money motiva

37、tion value opportunity to see pulsing schedule rating reach readers per copy recency planning road blocking spillover media synergy television households180f25营销和广告术语类别中文English报刊媒体出血批量折扣行业杂志发行里审核分类广告纽约分类广告网络分类图片广告截稿日期彩色样品纸条混合收费制消费者杂志合同收费制赠阅发行联合形式千人成本封面日期封面位置购物杂志日报人口版图片广告实际收费农业刊物布收费制度香味纸条频率折扣黄金版位门式折

38、页地理版基本发行量横向刊物bleedbulk discountsbusiness magazines circulation auditclassified adsCANNYclassified display ads closing datecolor stripcombination ratesconsumer magazines contract ratecontrolled circulationcooperative/co-op programs CPMcover datecover positioncustom magazinedaily newspapers demographi

39、c editions display advertisingearned ratesfarm publicationsflat ratefragrance stripsfrequency discountsfull positiongatefoldgeographic editions guaranteed circulation horizontal publication190f25营销和广告术语类别中文English报刊媒体独立购物指南插页加插刊登通知岛形半版小单元地方城巾杂志杂志出版人协会媒介采购员媒介标尺调查有限公司全国性杂志全国性价格美国报业协会报纸版面库上市日期公开收费制度订阅发

40、行自动弹启式广告自选版位费预印广告插页初级发行量清样公告费率基准价目表阅读告示地区性刊物任意版位费制二级读者量欠资收费制赛蒙斯市场调查局多胞胎版independent shopping guide insertinsertion orderisland halvesjunior unitlocal city magazineMPAmedia buyerMRInational magazinesnational rateNAANSBon-sale dateopen ratepaid circulationpop-up ad.preferred-position ratespreprinted i

41、nserts primary circulationproof copypublic noticerate baserate cardreading noticeregional publicationsROP advertising rates secondary/pass-along readership short rateSMRBsplit runs类别中文English报刊媒体电台媒体标准广告单位标准收费与数据服务公司标准型报纸周日增刊小报型报纸撕样三维广告纵向刊物数量折扣周报受众构成受众占有率时向表一刻平均听众数一刻平均收听率一刻平均占有率交换辛迪加无线电视有线电视单位成本千人成本

42、累积听众数累积收听率时段组合预定市场区域班车时可首播辛迪加毛评点开机家庭SAU=standard advertising unit SRDSstandard-size newspaper Sunday supplement tabloid newspaper tear sheets3-D adsvertical publicationvolume discountsweekly newspapersaudience compositionaudience shareavailsaverage quarter-hour audience average quarter-hour rating a

43、verage quarter-hour share barter syndication broadcast TVcable TVCPPCPMcumulative personscumulative rating day-part mix designated market areasdrive timefirst-run syndication gross rating points HUT210f25营销和广告术语类别中文English电台媒体户外媒体形象移植信息式广告，专题片互相连接存货地方时间赔偿条件广播电视网网外辛迪加协办占位价格黄金时段节目式广告节目收视率节目编排形式视听率调查服务公司电台指定时间赞助点播广播点播广播受众总数总体受众计划电视家庭超图频甚图频自动取款机基本巴士单位展台路牌车内尾部招贴imagery transfer informercial interconnectinventory local time make-goods networksoff-network syndication participation basis preemption rate prime timePLAprogram rating programming formats rating services run-of-station sponsorship