广告英文术语

英语术语一一创作用语广告讯息advertisingmessage艺术art艺术方向artdirection艺术家artist美术总监artdirector大创意bigidea头脑风暴法brainstorming传播媒介communicationsmedia概念化conceptualization文案人员copywriter创意纲要creativebrief仓U意总监creativedirector创意过程creativeprocess创意金字塔creativepyramid创意creative仓U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comprehensivelayout/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助记己手段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radiopersonality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audioconsole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dupes电子制作electronicproduction晒版台纸flats一套铅字font四色印刷four-colorprocess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massaudiencevenue母带mastertape合成样片mixedinterlock助记己手段mnemonicdevice多媒体演示multimediapresentation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prepressphase预备阶段preproductionphase印刷制作经理printproductionmanager印刷制作过程printproductionprocess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reverseknockout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广告英语术语一一公共关系用语社论式广告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内部通扌报houseorgan以货代款inkind机构广告institutionaladvertising游说lobbying前期市场企业广告marketprepcorporateadvertising营销公关marketingpublicrelation新闻简扌报news/pressrelease意见抽样opinionsampling慈善行为philanthropy招贴posters传媒炒作pressagentry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recruitmentadvertising声望经营reputationmanagement撰写讲演稿speechwriting赞助sponsorship赛场营销venuemarketing新闻通扌报录像videonewsrelease广告英语术语一一广播媒介用语执行证明书affidavitofperformance受众构成audiencecomposition受众占有率audienceshare时间表avails一亥U平均听众数averagequarter-houraudience一亥U平均收听率averagequarter-hourrating一亥U平均占有率averagequarter-hourshare交换辛迪力口bartersyndication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首播辛迪力口first-runsyndication毛评点grossratingpoints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网夕卜辛迪力口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广告英语术语一一互动媒介用语广告网络adnetworks广告查询adrequest横幅广告banner阔幅说明书broadsides手册brochures商业回邮件businessreplymail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folders主页homepages专属名录houselists内部干刊物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搜索弓丨擎searchengines邮简self-mailers赞助sponsorship公告书statementstuffersWeb浏览器Webbrowser网页WebpageWeb电视WebTV万维网WorldWideWeb广告英语术语一一户外媒介用语广告礼品advertisingspecialty自动取款机ATM基本巴士单位basicbus展台booths路牌bulletinstructure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户夕卜媒介out-of-homemedia车体招贝占outsideposters包装packaging奖品premiums产品安插productplacement登场showing看板spectaculars标准户夕卜广告standardizedoutdooradvertising成品招贴stockposters优惠赠券take-ones出租车夕卜壳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广告英语术语一一媒介策划用语广告印象advertisingimpression广告反应曲线advertisingresponsecurve注意度attentionvalue受众audience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exposurevalue市场、资金、媒介、组合、方法5Ms起伏式flightingschedule频次frequency总印象grossimpressions毛评点grossratingpoints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readerspercopy近期策划recencyplanning路障式roadblocking夕卜溢媒介spillovermedia增效效应synergy电视户televisionhouseholds广告英语术语一一媒介运用用语发行量审核局ABC出血bleed批量折扣bulkdiscounts行业杂志businessmagazines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contractrate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日扌报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频率折扌扣frequencydiscounts黄金版位fullposition门式折页gatefold地理版geographiceditions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周日增干刊Sundaysupplement小扌艮型扌艮纸tabloidnewspaper撕样tearsheets三维广告3-Dads纵向刊物verticalpublication数量折扌扣volumediscounts周扌艮weeklynewspapers广告英语术语一一销售用语广告津贴advertisingallowance回购津贝占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&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陈歹U津贝占displayallowance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广告英语术语一一行政用语明确表示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consumerinformationnetworks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NutritionalLabelingandEducationAct专禾Upatent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网络广告名词解释一、以下是网络广告中常用名词的解释Banner:横幅广告，一个表现商家广告内容的图片，放置在广告商的页面上，是互联网广告中最基本的广告形式，尺寸是480*60像素，或233*30像素，一般是使用GIF格式的图像文件，可以使用静态图形，也可用多帧图像拼接为动画图像。Banner一般翻译为网幅广告、旗帜广告、横幅广告等。Button:其实是从banner广告演变过来的一种广告形式，图形尺寸比banner要小。一般是120*60像素，甚至更小。由于图形尺寸小，故可以被更灵活的放置在网页的任何位置。Movingicon:会飞的button广告，可以根据广告主的要求并结合网页本身特点设计"飞行"轨迹，增强广告的爆光率。4.1mpression:即广告的收视次数。counter（计数器）上的统计数字即该网页的Impression。广告主希望他的广告被10万人次看到，这10万人次就是10万个Impression.Clicks:也就是点击次数，访问者通过点击横幅广告而访问厂商的网页，称点击一次点击这个广告，即表示他对广告感兴趣，希望得到更详细的信息。Clickrate:广告被点击的次数与广告收视