英文-廣告術語

英文-廣告術語AAAAmericaAssociationofAdvertising美國/廣告代理商協(xié)會advertising廣告、廣告活動advocacyadvertising倡導型廣告AccountExecutive客戶主管Accountplanning客戶策劃AccountServices客戶部Advertise廣告主AdvertisingDepartment企業(yè)廣告部agency廣告代理商ArtDirector美術指導AssistantPartner董事助理bid[bid]廣告競標business-to-businessadvertising(B2Badvertising)B2B廣告brandimage品牌映象capitalism資本本主義，資本運營commercialadvertising商業(yè)廣告communicationprocess 傳播過程comparativeadvertising比較廣告consumeradvertising消費品廣告consumerism 消費模式customer顧客ChiefExecutiveOfficer(CEO)首席執(zhí)行長官ChiefFinancialOfficer(CFO)首席財務官client客戶Copywriter廣告撰告人CreativeDepartment創(chuàng)作部CreativeDirector創(chuàng)意總監(jiān)deceptiveadvertising虛假廣告department部門design設汁稿data數據director主管end-useri段終用戶、實際使用者industrialadvertisin工業(yè)廣告institutionaladvertising團機構廣告

ManagementSupervisor管理監(jiān)督Marketshare市場占有率Marketing營銷MediaDepartment媒介部mediaplanning媒體策劃media媒介nationaladvertising全|性廣告noncommercialadvertising非商業(yè)廣告pitch提案professionaladvertising業(yè)服務型廣告publicserviceadvertising(PSA)公益廣告puffery吹捧式的廣告qualitative定性的quantitative定量的ResearchDepartment調查部retailadvertisings售商廣告Sisteragency同屬同集團的廣告公司supplier制作公司

TrafficDepartment流程協(xié)調部Brainstorming頭腦風暴法Campaign廣告攻勢coupon贈券、折價券logo品牌標識Commercial多視廣告片Commercial多視廣告片magazine雜志mediabudge媒體預算mediamix媒體組合medium媒體指某個媒體）metropolitan大都會的outdoor戶外媒體promotion推廣用品publicrelations(PR)公共關系radio廣播媒體SituationAnalysis背景分析Slogan廣告口號Televisionprogram電視節(jié)目Website[websait]主頁，網站Drive-time交通高峰時間Sobig做大Numbers數據Yeah是的對啦）Apriori先驗估汁演繹法）Aposteriori實測值歸納法）Code編號debranding品牌屏蔽測試depthInterview深度訪談deskresearch案頭調研dichotomousquestion兩分問題double-barreledquestion兩難問題double-blind雙盲測試指實驗組和對照組）fatiguebias疲勞偏差fieldwork現場調查focusgroup焦點小組interview訪談marketresearch市場調查mysteryshopping以購物為掩護的調查observation觀察panel重復凋查樣本群participant參與者population總人口，總體sample抽樣誤差skew歪曲survey調查tabulation統(tǒng)計制表boildownto歸結為hard-and-fast明確易懂prettymuch大致上analysis分析communityrelation社區(qū)關系competitor競爭者、對于contentintegration軟性廣告costeffective廣告成本效益creative創(chuàng)意governmentrelations政府關系grassrootsmarketing貼身式營銷industry行業(yè)integratedmarketingcommunication整合營銷傳播litigatio起沂，訴訟markets市場組合mediaservice媒介代理merger企業(yè)合并onlineadvertising在線廣告point-of-purchase(pop)焦點廣告position定位print平面廣告媒體publics公眾群體strategicphilanthropy策略性公益事業(yè)strategy策略、策劃targetaudience目標受眾webdesign網站設計digital數字化co-marketing聯(lián)袂營銷conference會議consulting咨詢corporateidentity企業(yè)識別culture-specific文化(民族)特性demographicmarketing人口統(tǒng)汁特征營銷directmail(DM)直郵廣告directmarketing直銷eventplanning活動策劃exhibitionstand展臺integratedbranding整合品牌傳播internalcorporatecommunications企業(yè)內部溝通investorrelations股東關系nontraditional非傳統(tǒng)的packaging包裝productplacement產品涉入promotion活動psychographic心理統(tǒng)汁的retai犀售retailspace零售市場區(qū)域salespromotion促銷活動sponsorship贊助tradechannels業(yè)務渠道verticalpublication行業(yè)刊物viralmarketing傳染式營銷bestfaceforward展現最佳面貌speakwithOnevoice統(tǒng)一傳播口徑theedge優(yōu)勢toptobottom自上而下Billboard廣告路牌Blowincard報刊廣告插頁Bulldogedition報紙的早發(fā)版Carcard[ka：ka：d]車廂廣告Counteradvertising異議式、對抗式廣告Displayadvertisement陳列式廣告Electricspectacular霓虹燈廣告Free-standinginsert非裝訂廣告插頁Houseorgan企業(yè)?？s志）Insert廣告插頁Islanddisplay超市內）堆頭式陳列mail-orderadvertising郵購廣告network電視）臺網out-of-homeadvertising家外媒體paintedbulletin手繪廣告牌panel廣告牌pass-alongreader傳閱讀者posterpanel用印刷畫面拼貼的廣告牌shelfscreamers貨架插件廣告物supplementarymedia輔助媒體（非大眾傳媒）vehicle廣告載體countout清點，算出makeitthroughtheday過一整天pass.??offto把 給出pass-alongreader傳閱讀者

posterpanel用印刷四畫面拼貼的廣告牌shelfscreamers貨架插件廣告物supplementarymedia輔助媒體vehicle廣告載體countto清點，算出makeitthroughtheday過一整天pass???offto把……給出adplanning廣告策劃admen廣告人appeal訴求copyplatform文案大綱creativestratgy創(chuàng)意策略consumerbehavior消費者行為consumerbehavior消費者行為DAGMAR 廣告效果評估體系Daypart時段Decayconstant衰退常數hierarchy-of-effecttheor效果層級理論infomercial電視直銷節(jié)日marketprofile市場狀況marketsegmentation市場細分persuasionprocess勸服過程primarydemandadvertising品類訴求廣告product-relatedsegmentation產品消費量細分seasonality季節(jié)性selectivedemandadvising選樣性訴求（品牌）廣告softsel軟銷，感受型廣告strategicplanning戰(zhàn)略策劃teasercampaign懸念式調味）廣告攻勢rule-ofthumb經驗法則brandmanager品牌經理corporateadvising企業(yè)廣告familybrand多品類品牌genericbrand非名牌產品）greenadvertising綠色策略式廣告imageadvertising形象廣告line產品系列name-brand名牌nationalbrand全國性品牌parity同等privatebrand零售商自有品牌productdifferent產品差異productmanagement品牌管理productpositioning產品定位referencegroup參照組tagline廣告）行動口號top-theTin頂級的tradecharacter吉祥物口近1五好處，用途reallydosomethingwith確實能用它做些文章zccumulation受眾數特定周期內）audienceduplication重復受眾branddevelopmentindex品牌成長指數categorydevelopmentindex（CDI）銷量成長指數coverage覆蓋率，覆蓋范圍cumulativecoverage累計（總）覆蓋率exposure告顯露次數frequency廣告頻次grossaudience受眾總量grossimpression總印象grossratingpoints總收視點loyaltyindex忠誠度mags雜志簡寫）mediaconcentrationtheory媒體集合理論mediadominancetheory媒介優(yōu)勢理論mediaplan媒體計劃netunduplicatedaudience受眾participation^^programdeliveryrate節(jié)目到達率reach到達turnover受眾流失overall全部的rerunningnumbers復核一的數據archetype標準受眾，原型availabilit空余時段back-to-back廣告連播chainbreak節(jié)目提示標板circulation發(fā)行量continuity持續(xù)型排期continuousadvertising持續(xù)型廣告fresh新穎的

fringetime非黃金時段holdingpower節(jié)目頻道）凝聚力holdoveraudience既有觀眾inheritedaudience既有觀眾openend節(jié)日提示語廣告時段piggyback同一客戶廣告連播primetime黃金時報pulsing欄柵式或間隔式）排期roadblock攔路廣告run-of-schedule（ROS）非指定時段staggeredschedule交錯排期wavescheduling波浪式排期wearout廣告磨損lnlieuOf代替buriedposition被淹沒的廣告位columninch欄/英寸報紙廣告單位）doubletruck雙頁/，告跨頁）facing一個廣告牌戶外媒體單位）franchisedposition專用廣告位置insertion平面媒體廣告次數insertionorder廣告版位定購islandposition獨立廣告版位lifestylesegmentation生活形態(tài)細分localadvertising地方性廣告makegood補償廣告mediabuy媒體購買mediabuyingservice媒體購買代理narrowcasting小范圍播放（窄播）preferredposition首選廣告版位readership讀者人數representative媒體銷售代表run-of-press隨意安置的廣告版位splitrun分版刊登spread[spred]雜志跨頁cardrate廣告市價combination套裝廣告價controlledcirculation定向發(fā)行量costperpoint(CPP)每收視點成本costperthousand(CPM)每千人成本earnrate媒體折扣價flatrat統(tǒng)一價格gridcard電波廣告刊例guaranteedcirculation承諾發(fā)行量horizontalpublication橫向出版物AA(AccountAssistant)客戶助理ActionPlan行動方案AD(AccountDirector)客戶總監(jiān)AddValue附加價值Ads(Advertisement)廣告Advertorial付費軟文AE(AccountExecutive)客戶代表、客戶主任Agency代理商AM(AccountManager)客戶經理AnalysisTools分析工具Announcement公告AnnualReport年報AP(Asia-Pacific)亞太區(qū)ARList任務清單ATL(AbovetheLine)線上活動Attachment附件AudienceAwareness公眾認知度AutoIndustry汽車行業(yè)Awareness認知BackgroundAnalysis背景分析Backgroundmaterial背景材料Benchmark測試基準BI(BehaviorIdentity)業(yè)行為識別系統(tǒng)Bidding競標Bio個人簡歷Boilerplate公司簡介(附在新聞稿后面的關于該公司的簡短介紹)BrandCommunicationsStrategy品牌傳播戰(zhàn)略BrandLoyalty品牌忠誠度BrandManagementCommission 品牌管理委員會BrandManagementConsultingFirm 品牌管理顧問公司BrandManagement 品牌管理BrandPlanning/Designing品牌策劃股計BrandPositioningSurvey品牌定位調查BrandPositioning品牌定位BrandPromotion品牌推廣BrandingStrategy品牌戰(zhàn)略BriefingKi資料包Briefing情況介紹

BTL(BelowtheLine)線下活動BU(BusinessUnit)業(yè)務部門Bulletin公告欄Bundle附贈品BusinessE-Mail商務電郵BusinessModel商業(yè)計劃BusinessPhilosophy經營哲學BusinessStrategy經營戰(zhàn)略Campaign公關或營銷活動CareerDevelopment職業(yè)發(fā)展CareerPlanning職業(yè)計劃Casestudy案例研究Category類別Celebration慶典活動CEOReputationManagementCEO 聲譽管理CEO'sArrangementCEO接待Channel渠道Chart幻燈片中的頁面ChinaGoldenAwardsForExcellenceinPublicRelations中國Relations中國1:佳公共關系案例大賽中國國ChinaInternationalPublicRelationsCongress際公共關系大會中國國CI(CorporateIdentit)企業(yè)形象CIPRA(ChinaInternationalPublicRelationsAssociation)中國國際公共關系協(xié)會CIS(CorporateIdentitySysetm)企業(yè)形象識別系統(tǒng)ClientDatabaseManagement客戶數據管理ClientOrientedStrateg客戶導向戰(zhàn)略ClientRelationsDevelopmentSystem客戶關系開發(fā)系統(tǒng)ClientRelationsEvaluationSystem客戶管理評價系統(tǒng)ClientRelationsMaintenanceSystem客戶關系維護系統(tǒng)ClientRelationsManagementSystem客戶關系管理系統(tǒng)ClientRelationsManagement客戶管理管理ClientRelationsPrecautionSystem客戶管理預警系統(tǒng)ClientRelationsSupportingSystem客戶管理支持系統(tǒng)ClientRelations客戶關系ClientSatisfactionManagement客戶滿意度管理ClippingReport剪報報告ClosingPhase結束階段CodeofConduct行為準則CodeofEthics職業(yè)道德

CommunicationModel 傳播模式CommunicationsKit新聞夾CommunicationsManagement 傳播管理CommunicationsRegions傳播地域CommunicationsStrategy傳播戰(zhàn)略CommunityRelations社區(qū)關系Competitor競爭對手Confidential保密的、機密的ConfidentialItems保密條款ConsecutiveInterpretation交互式翻譯Consultant顧問ConsumerBuyingProcess 顧客購買過程ConsumerDatabase顧客數據ConsumerOrientation消費者導向Consumers/DealersAssembly 用戶/經銷商大會ContactPerson聯(lián)系人ContinuousEducation繼續(xù)教育ControllingPhase控制階段CoordinationCommunicating協(xié)調溝通Copywriter文案Copywriting公關文案CoreCompetitiveness核心競爭力CoreMedia核心媒體CorporateAffairs企業(yè)事務CorporateImage企業(yè)形象CorporateProfile公司簡介CorporateReputation企業(yè)聲譽CorporateVideo宣傳片CostControl成本控制CostManagement成本管理Creative&Design創(chuàng)意設計Credential公司或個人簡介CrisisControl危機控制CrisisManagementOffice危機管理辦公室CrisisManagementPlanning危機管理策劃CrisisManagementTeam危機管理小組CrisisManagement危機管理CrisisResearch危機研究CrisisStatement危機聲明Customertestimonial客戶證言Datasheet宣傳頁Decoration現場布置（裝飾）DemandGenerationDemoBooth產品演示臺

Diagnosis診斷Director總監(jiān)Distributor分銷商DM (Directmailing)直郵DomainNameRegistration域名注冊Donation捐贈EC(EastChina)華東EditorialCalendar媒體刊登計劃EffectiveCommunications有效傳播EmployeeCompensation員工薪酬EmployeeCompensation員工薪酬EmployeeRelations員工關系EnvironmentAnalysis環(huán)境分析EnvironmentIssues環(huán)境問題EthicsoftheProfession職業(yè)道德EventManagement事件管理EventPlanning事件策劃Event事件、活動ExecutingPhase執(zhí)行階段Execution執(zhí)行ExecutivePresident執(zhí)行總裁FactSheet資料(數字或其他材料)FAQ常見問題問答FashionBusiness時尚產業(yè)Featurearticle深度文章Feature文章類型中的通訊FinanceManagement 財務管理FinancialCommunications財經傳播Flyer宣傳單頁Follow-up跟進Forum論壇GCG(GrandChina)大中國區(qū)Glossary詞匯表GovernmentAffairs政府事務GovernmentPR 政府公關GovernmentRelations政府關系Govt(Government)政府Graphics圖形文件Greetings問候語HealthCare醫(yī)療保健HighTech高科技HospitalPR醫(yī)院公關HumanResourceManagement人力資源管理IMC(IntegratedMarketingCommunications)整合營傳

Implementation實施IncentivePlan激勵計劃IndustryParticipatio行業(yè)參與InitiatingPhase初始階段INPUTSEvaluationTools輸入級評估工具IntegrationManagement整合管理IntegrationManagement整合管理InteractivePR網上互動公關InternalMagazine內部期刊InternalCommunicationsSystem內部傳播系統(tǒng)InternalCommunications內部傳播InternalFiln內部電影InternalPR內部公關InternationalPR際公關InternationalPR際公關InternetCommunications網絡傳播InternetMediaCommunications 網媒傳播InterpersonalCommunications人際傳播Interprete翻譯Interview專訪或面試IntroductionLantern宣傳幻燈InvestorRelations投資者關系InvitationLette邀請IPR(InstituteofPublicRelation英國公共關系協(xié)會

IPRA(InternationalPublicRelationsAssociatiOnU際公共關系協(xié)會IssueDiagnosis問題診斷IssuesManagement 問題管理ISV(IndividualSoftwareVendor)獨立軟件開發(fā)商JobEvaluation績效考核Journalist記者KeyMedia關鍵媒體KeyMessages關鍵信息KeyMessages關鍵信息KeynoteSpeaker主題演講人KeynoteSpeech主題演講LA(LargeAccount)大客戶LE(LargeEnterprise)大客戶Leadership領導者LegalDuty法律義務LifeCycleoftheProducts產品生命周期Lobby游說Logo標識LongTermProgram長期項目LuckyDraw抽獎Marcomm(MarketingCommunications)營銷傳播MarketAnalysisReport市場分析報告MarketingCommunicationsMix營銷傳播組合MarketingCommunications營銷傳播MarketingStrategy市場營銷戰(zhàn)略Marketshare市場份額MassMedia大眾媒體MB(Mediumbusiness)中客戶MC(MasterofCeremonies)主持人MC(MiddleChina)華中MD(ManagingDirector)董事總經理、執(zhí)行董事MediaAssistant媒介助理MediaAnalysis媒體分析MediaCommunicationsStrategy媒體傳播戰(zhàn)略MediaCommunications 媒體傳播MediaCoverage媒體覆蓋率MediaDirector媒介總監(jiān)MediaExecutive媒介代表、媒介主任MediaInquiry媒體垂詢MediaKit媒體資料包MediaList媒體名單MediaManager媒介經理MediaMonitor媒體監(jiān)測MediaRelations媒介關系

MediaResearch媒體研究MediaTour媒體拜訪或媒體外出巡游Media媒體MeetingAgenda會議議程MeetingMinutes會議記錄Merchandise促銷物品Methodology方法論MI(MindIdentity企業(yè)理念識別MI(MediaIndex)企業(yè)媒體聲望指數Mindshare品牌影響力份額Miscellaneous雜費Miscellaneous雜費MonthlyReport月報MultifunctionalTaskForce多職能任務小組NationalStandardsofthePRProfessionalQualifications家公共關系職業(yè)資格標準NC(NorthChina)華北NE(NortheastChina)東北NegativeReport負面報道NewProductLaunch新產品發(fā)布NewsClipping新聞剪報NewsRelease新聞發(fā)布Newsletter通訊

No-profitPR非營利機構公關NormsofExcellentPRManagement 卓越公共關系管理標準NW(NorthwestChina)西北O(jiān)bjectiveDiagnosis目標診斷Offering服務內容OnSite現場OnlineAdvertisement線上廣告OnlineCommunications線上傳播OnlineMarketingCommunications 線上營銷傳播Onlinemedia網絡媒體OnlineRoadshow 網上路演OnlineSurvey網上調查OOP(Out-of-PocketOOP(Out-of-Pocket)雜費、日常工作發(fā)生的成本Open-dayVisits開放日參觀OpinionLeader輿論領袖OUTCOMESEvaluationTools 輸出級評估工具OUTPUTSEvaluationTools效果級評估工具Outsourcing外包OV(OneVoice)一個聲音PhotoLibrary圖片庫PlanningPhase策劃階段Polish文案潤色POP(PointOfPurchaseAdvertising)導購點廣告Positioning定位PostEvent善后工作Poster海報Postmortem會后書面的簡短總結報告Postscript后記PRAgency公關公司PRConsultingMarket公關顧問服務市場PRConsultingPractice公關顧問實務PRConsultingService公關顧問服務PRConsultingTools公關顧問工具PRDirectorr公共關系總監(jiān)PREvaluation公關評估PREvent公關活動PRGuideline公關方針PRManagementWorkingCode 公關管理工作準則PRManager公共關系經理PRProcedure公關流程PRProposal公關建議書PRSupervisor公共關系主管PreEvent前期工作

Pre-evaluation預評估Preface前言Presentation演示、陳述President總裁PressConference新聞發(fā)布會PressKit媒體新聞夾PressRelease新聞稿PrintMedia平面媒體Priority優(yōu)先的ProcurementManagement 預警管理ProductTest產品評測ProfessionResponsibility職業(yè)義務ProfessionalAssociation專業(yè)協(xié)會ProfessionalCertificatio職業(yè)認證ProfessionalConsultant專業(yè)顧問ProfessionalfeeProfessionalfee專業(yè)服務費ProfessionalGrading專業(yè)等級ProjectLifeCycl項目生命周期ProjectManagement項目管理ProjectOwner項目委托人ProjectTitl頊目標題Project公關項目Proposal公關建議書PRSA(PublicRelationsSocietyofAmericQ美國公共關系協(xié)會PubicOpinion公眾輿論PublicAffair公共事務PublicRelationsConsulting公關顧問PublicRelationsCrisi公關危機PublicRelationsManagement公關管理PublicRelations公共關系PublicUtility用事業(yè)Publicity宣傳Q&A問題問答QualifiedProjectManager