Online advertising
ad指的是什么
ad指的是什么
<p style="text-indent:2em;">Ad指的是广告（Advertising），它是一种极
具创造性的营销策略，是企业向消费者传递信息的有效途径。
随着互联网技术的发展和人们对互联网营销的兴趣，在线广告作为一种新的数字营销形式逐渐引起了消费者的重视和认可。
在线广告包含了许多种形式：搜索引擎的关键词广告、投放式广告、屏幕广告、视频广告和Banner 广告等等。
统称为Online Advertising（简称Ad），它们已
经成为传统广告的重要补充，成为企业营销的不可或缺的一部分。
Online Advertising比传统媒体广告更精准，可以让企业把广告针对性地投
向有需求的有目标客户，从而有更多的用户阅读广告，提高广告效果。
同时，Online Advertising可以实时统计投放情况，并根据数据完善企业的营销策略，
对消费者进行准确针对性的目标营销，从而更有效节省企业的营销费用。
自从Online Advertising出现以后，一个新的营销格局已经开始形成。
Online Advertising无论是从企业的营销效果、消费者的体验和体验感，还是消
费者的收货率，都比传统广告有着明显的提升，其中搜索引擎广告效果最为明显。
综上所述，Online Advertising可以说是21世纪营销重点，它以其准确的定位、精准的统计、高效的目标营销和显著的回报，已经成为企业破解营销难题的新方法。
剑桥雅思口语what do you think of online advertising
剑桥雅思口语what do you think of online advertising 剑桥雅思口语考试中，对于“What do you think of online a dvertising”这个话题，可以从以下几个方面展开讨论：优点：
1.便利性：网络广告可以随时随地传递给受众，不受时间和地点的限制。
2.精准性：通过大数据和算法，网络广告能够更精确地定位目标受众，提高广告效果。
3.互动性：网络广告形式多样，可以通过互动方式吸引受众参与，提高用户参与度。
缺点：
1.隐私问题：网络广告需要收集大量用户信息，可能侵犯用户的隐私权。
2.虚假宣传：一些网络广告存在夸大宣传、虚假宣传等问题，影响用户对广告的信任度。
3.广告泛滥：过多的网络广告可能会影响用户的体验，甚至产生反感。
在讨论这个话题时，可以从个人角度出发，结合自己的经历和感受，阐述对网络广告的看法。
同时，也可以从社会角度出发，分析网络广告对社会的影响和价值。
最后，可以提出自己的建议和想法，比如加强网络广告的监管和管理，提高网络广告的质量和诚信度等。
广告业常用英文术语english
你不能不知道的广告英文share with all junior ad boys and girls :What You Should Know About Advertising你应该知道的广告英文知识1.What is advertising？什么是广告？Build an impression on the consumer’s mind in order to have consumers buy certain product。
在消费者脑海中建立一个印象，使得消费者购置某项产品。
The impression is called brand。
这个印象就是品牌。
So advertising is to build up the brand。
所以广告就是建立品牌。
2.How do we come out a piece of advertising 我们如何创作广告Client briefing 客户简报Research Recommendation 市场调研建议SWOT Analysis 优劣势分析Advertising Strategy 广告策略Presentation 提案Creative Development 创意发想Creative Presentation 创意提案Media Planning 媒介方案Media Plan Presentation 媒介方案提案Creative Production 创意制作Media Placement 媒介投放Advertising Tracking 广告跟踪3.The terminology of advertising 广告业的术语Advertising agency 广告代理商 Client客户Marketing行销 Market行销者Marketing Mix行销组合 Product产品Pricing订价 Promotion促销Place〔Distribution〕渠道 Marketing Objective行销目标Marketing Strategy行销策略 Marketing Programs行销活动Marketing Plan行销方案 Marketing Manager市场部经理Marketing Executive市场执行 Product Manager产品经理Brand Manager品牌经理 Brand Steward品牌管家Full Service Agency全面〔整体〕效劳代理商 Account Service客户效劳Account Executive业务执行 Account Manager业务经理Account Director业务总监 Group Account Director 客户群总监Client Service Director客户效劳总监〔协理〕Briefing简报 Blue Print蓝图Advertising Strategy广告策略 Target Audience目标对象Competitor竞争者 Consumer Promise消费者承诺Tone & Manner 语气与态度 Brand Personality品牌个性Positioning定位 Segmentation区隔Cannibalization品牌替换 Contact Report会议记录Status Report工作进度报告 Memo备忘录Cost Estimate，Production Estimate，Quotation估价Job Order工作卡 Presentation提案Revision修正 Production制作Moni-bring监看 Post-buy-analysis购置后分析Media Executive媒介执行 Media Planner媒介方案人员Media Buyer媒介购置人员 Media Plan媒介方案Media Objective媒介方案 Media Strategy媒介策略Media Placement〔Exection〕媒介投放Reach触机 Frequency频率Cue List，Transmission Schedule 投放时间表Copy Writing文案撰写 Headline标题Tag Line口号 Body Copy文案Layout构图 Positive正片Negative负片 Typeface字体Art Design艺术设计 Art Direcion艺术指导〔工作〕Storyboard脚本 Rough草稿Campaign广告运动 Campaignable Idea可延展的广告创意Tear Sheet样张 Telecast Copy样带Creative创意人员，作品 Copy Writer文案撰写Art Director艺术指导 Visualizer视觉成型Concept概念 Idea点子Concept Development Idea Generation发想Rough Cut初剪带 A Copy，Duble-head看片带B Copy Station Copy播出带Umatie Betacam 〔一种录像带的格式〕One Inch Tape一寸带 Master Copy原片Soundtrack音轨 Censorship送检带Finished Artwork完稿 Color Separation分色Color Proof打样 Photograghy摄影Ustration插画 Air Brush喷修Typesetting打字〔照排〕 Film菲林、网阳片Market Research市场调查 Consumer A & U Study消费者态度，行为调查Central Location Test定点调查 Focus Group Discussion座谈会Research Report测试报告 Top Line Report摘要报告Research Proposal市调方案 Field Work调查Brand Awareness品牌知名度 Aided Awareness提示后品牌知名度Local Currency本地货币 Hard Currency强势货币Pitch比稿 Partnership伙伴关系Hand-outs，Hard Copy 硬拷贝〔纸上的文件〕InterviewSurekeepAAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动advocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户筹划Account Services 客户部Advertise 广告主Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理bid [bid] 广告竞标business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象capitalism 资本本主义，资本运营commercial advertising 商业广告communication process 传播过程comparative advertising 比拟广告consumer advertising 消费品广告consumerism 消费模式customer 顾客Chief Executive Officer(CEO) 首席执行长官Chief Financial Officer(CFO ) 首席财务官client 客户Copywriter 广告撰告人Creative Department 创作部Creative Director 创意总监deceptive advertising 虚假广告department 部门design 设汁稿data 数据director 主管end-user 最终用户、实际使用者industrial advertising 工业广告institutional advertising 社团机构广告Management Supervisor 管理监督Market share 市场占有率Marketing 营销Media Department 媒介部media planning 媒体筹划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业效劳型广告public service advertising(PSA) 公益广告puffery 吹捧式的广告qualitative 定性的quantitative 定量的Research Department 调查部retail advertising 零售商广告Sister agency 同属同-集团的广告公司supplier 制作公司Traffic Department 流程协调部Brainstorming 头脑风暴法Campaign 广告攻势Commercial 影视广告片coupon 赠券、折价券logo 品牌标识magazine 杂志media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体) metropolitan 大都会的outdoor 户外媒体promotion 推广用品public relations(PR．) 公共关系radio 播送媒体Situation Analysis 背景分析Slogan 广告口号Television program 电视节目Website [websait] 主页，网站Drive-time 交通顶峰时间So big 做大Numbers 数据Yeah 是的(对啦)A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)Code 编号debranding 品牌屏蔽测试depth Interview 深度访谈desk research 案头调研dichotomous question 两分问题double-barreled question 两难问题double-blind 双盲测试(指实验组和对照组) fatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组interview 访谈market research 市场调查mystery shopping 以购物为掩护的调查observation 观察panel 重复凋查样本群participant 参与者population 总人口，总体sample 抽样误差skew 歪曲survey 调查tabulation 统计制表boil down to 归结为hard-and-fast 明确易懂pretty much 大致上analysis 分析community relation 社区关系competitor 竞争者、对于content integration 软性广告cost effective 广告本钱效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase 〔pop〕焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、筹划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动筹划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最正确面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非群众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告筹划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略筹划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法那么brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 桔祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计〔总〕覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体方案net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位)double truck 双页／，告(跨页)facing 一个广告牌(户外媒体单位)franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购置media buying service 媒体购置代理narrow casting 小范围播放(窄播)preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点本钱cost per thousand(CPM) 每千人本钱earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物AA〔Account Assistant〕客户助理Action Plan 行动方案AD〔Account Director〕客户总监Add Value 附加价值Ads〔Advertisement〕广告Advertorial付费软文AE〔Account Executive〕客户代表、客户主任Agency 代理商AM〔Account Manager〕客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Auto Industry 汽车行业Awareness 认知Background Analysis 背景分析Background material 背景材料Benchmark测试基准BI (Behavior Identity)企业行为识别系统Bidding 竞标Bio个人简历Boilerplate公司简介〔附在新闻稿后面的关于该公司的简短介绍〕Brand Communications Strategy品牌传播战略Brand Loyalty品牌忠诚度Brand Management Commission品牌管理委员会Brand Management Consulting Firm品牌管理参谋公司Brand Management品牌管理Brand Planning/Designing品牌筹划/设计Brand Positioning Survey品牌定位调查Brand Positioning 品牌定位Brand Promotion品牌推广Branding Strategy品牌战略Briefing Kit资料包Briefing情况介绍BTL (Below the Line) 线下活动BU 〔Business Unit〕业务部门Bulletin公告栏Bundle 附赠品Business E-Mail 商务电邮Business Model商业方案Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业开展Career Planning职业方案Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEO's Arrangement CEO接待Channel 渠道Chart 幻灯片中的页面China Golden Awards For Excellence in Public Relations中国最正确公共关系案例大赛China International Public Relations Congress中国国际公共关系大会CI〔Corporate Identity〕企业形象CIPRA〔China International Public Relations Association〕中国国际公共关系协会CIS 〔Corporate Identity Sysetm〕企业形象识别系统Client Database Management客户数据管理Client Oriented Strategy客户导向战略Client Relations Development System客户关系开发系统Client Relations Evaluation System客户管理评价系统Client Relations Maintenance System客户关系维护系统Client Relations Management System客户关系管理系统Client Relations Management客户管理管理Client Relations Precaution System客户管理预警系统Client Relations Supporting System客户管理支持系统Client Relations客户关系Client Satisfaction Management客户满意度管理Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准那么Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Management 传播管理Communications Regions传播地域Communications Strategy传播战略Community Relations社区关系Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Consecutive Interpretation交互式翻译Consultant参谋Consumer Buying Process 顾客购置过程Consumer Database顾客数据Consumer Orientation消费者导向Consumers/Dealers Assembly用户/经销商大会Contact Person 联系人Continuous Education继续教育Controlling Phase 控制阶段Coordination Communicating协调沟通Copywriter 文案Copywriting公关文案Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Image企业形象Corporate Profile公司简介Corporate Reputation企业声誉Corporate Video 宣传片Cost Control本钱控制Cost Management本钱管理Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Management Office危机管理办公室Crisis Management Planning危机管理筹划Crisis Management Team危机管理小组Crisis Management危机管理Crisis Research危机研究Crisis Statement危机声明Customer testimonial客户证言Datasheet宣传页Decoration 现场布置〔装饰〕Demand GenerationDemo Booth 产品演示台Diagnosis诊断Director总监Distributor 分销商DM 〔Direct mailing 〕直邮Domain Name Registration 域名注册Donation捐赠EC〔East China)华东Editorial Calendar媒体刊登方案Effective Communications有效传播Employee Compensation员工薪酬Employee Relations员工关系Environment Analysis环境分析Environment Issues环境问题Ethics of the Profession 职业道德Event Management事件管理Event Planning 事件筹划Event事件、活动Executing Phase 执行阶段Execution 执行Executive President 执行总裁Fact Sheet资料〔数字或其他材料〕FAQ 常见问题问答Fashion Business时尚产业Feature article 深度文章Feature文章类型中的通讯Finance Management财务管理Financial Communications财经传播Flyer 宣传单页Follow-up跟进Forum 论坛GCG〔Grand China〕大中国区Glossary词汇表Government Affairs政府事务Government PR 政府公关Government Relations政府关系Govt 〔Government〕政府Graphics图形文件Greetings问候语Health Care医疗保健High Tech高科技Hospital PR 医院公关Human Resource Management人力资源管理IMC (Integrated Marketing Communications)整合营传播Implementation实施Incentive Plan鼓励方案Industry Participation行业参与Initiating Phase 初始阶段INPUTS Evaluation Tools输入级评估工具Integration Management整合管理Interactive PR 网上互动公关Internal Magazine内部期刊Internal Communications System内部传播系统Internal Communications内部传播Internal Film内部电影Internal PR 内部公关International PR国际公关Internet Communications网络传播Internet Media Communications 网媒传播Interpersonal Communications人际传播Interpreter翻译Interview 专访或面试Introduction Lantern宣传幻灯Investor Relations投资者关系Invitation Letter 邀请IPR〔Institute of Public Relations〕英国公共关系协会IPRA〔International Public Relations Association〕国际公共关系协会Issue Diagnosis问题诊断Issues Management问题管理ISV 〔Individual Software Vendor〕独立软件开发商Job Evaluation绩效考核Journalist记者Key Media关键媒体Key Messages 关键信息Keynote Speaker主题演讲人Keynote Speech主题演讲LA〔Large Account〕大客户LE 〔Large Enterprise〕大客户Leadership 领导者Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Long Term Program长期工程Lucky Draw 抽奖Marcomm〔Marketing Communications〕营销传播Market Analysis Report市场分析报告Marketing Communications Mix营销传播组合Marketing Communications营销传播Marketing Strategy 市场营销战略Marketshare 市场份额Mass Media群众媒体MB〔Medium business〕中客户MC〔Master of Ceremonies〕主持人MC〔Middle China〕华中MD〔Managing Director〕董事总经理、执行董事Media Assistant媒介助理Media Analysis媒体分析Media Communications Strategy媒体传播战略Media Communications媒体传播Media Coverage 媒体覆盖率Media Director 媒介总监Media Executive媒介代表、媒介主任Media Inquiry媒体垂询Media Kit媒体资料包Media List媒体名单Media Manager媒介经理Media Monitor媒体监测Media Relations媒介关系Media Research媒体研究Media Tour媒体拜访或媒体外出巡游Media媒体Meeting Agenda会议议程Meeting Minutes 会议记录Merchandise促销物品Methodology方法论MI (Mind Identity)企业理念识别MI〔Media Index)企业媒体声望指数Mindshare 品牌影响力份额Miscellaneous 杂费Monthly Report月报Multifunctional Task Force多职能任务小组National Standards of the PR Professional Qualification国家公共关系职业资格标准NC〔North China〕华北NE 〔Northeast China〕东北Negative Report负面报道New Product Launch新产品发布News Clipping新闻剪报News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关Norms of Excellent PR Management 卓越公共关系管理标准NW〔Northwest China〕西北Objective Diagnosis目标诊断Offering 效劳内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Marketing Communications 线上营销传播Online media网络媒体Online Roadshow 网上路演Online Survey网上调查OOP〔Out-of-Pocket〕杂费、日常工作发生的本钱Open-day Visits开放日参观Opinion Leader舆论领袖OUTCOMES Evaluation Tools输出级评估工具OUTPUTS Evaluation Tools效果级评估工具Outsourcing 外包OV〔One Voice〕一个声音Photo Library图片库Planning Phase 筹划阶段Polish文案润色POP (Point Of Purchase Advertising) 导购点广告Positioning定位Post Event 善后工作Poster 海报Postmortem 会后书面的简短总结报告Postscript后记PR Agency公关公司PR Consulting Market公关参谋效劳市场PR Consulting Practice公关参谋实务PR Consulting Service公关参谋效劳PR Consulting Tools公关参谋工具PR Directorr 公共关系总监PR Evaluation公关评估PR Event 公关活动PR Guideline公关方针PR Management Working Code公关管理工作准那么PR Manager 公共关系经理PR Procedure公关流程PR Proposal公关建议书PR Supervisor 公共关系主管Pre Event前期工作Pre-evaluation 预评估Preface前言Presentation 演示、陈述President 总裁Press Conference新闻发布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Procurement Management预警管理Product Test产品评测Profession Responsibility 职业义务Professional Association 专业协会Professional Certification 职业认证Professional Consultant 专业参谋Professional fee专业效劳费Professional Grading专业等级Project Life Cycle工程生命周期Project Management工程管理Project Owner工程委托人Project Title工程标题Project公关工程Proposal公关建议书PRSA〔Public Relations Society of America〕美国公共关系协会Pubic Opinion公众舆论Public Affairs公共事务Public Relations Consulting公关参谋Public Relations Crisis公关危机Public Relations Management公关管理Public Relations公共关系Public Utility公用事业Publicity宣传Q&A问题问答Qualified Project Manager合格的工程经理Quality Control质量控制Quality Management质量管理Questionnaire调查问卷Quotation报价Real Estate房地产Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告Reputation Management 声誉管理Research Tools研究工具Reseller 经销商Retainer长期客户Review回忆、总结Risk Management风险管理Roadshow巡展、路演Rude question 不友好的问题SAE〔Senior Account Executive〕高级客户代表、高级客户主任SAM〔Senior Account Manager〕高级客户经理SB 〔Small business〕小客户SC〔South China〕华南Scope Management范畴管理Seminar研讨会Senior Consultant高级参谋Senior Media Executive高级媒介代表Senior Media Manager高级媒介经理Senior Vice President 高级副总裁Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Slogan口号Social Activities社会活动Social Responsibility社会责任Source Materials客户提供的辅助资料Souvenirs & Gifts 纪念品和礼品SOV 〔Share of Voice〕Speaking with One Voice 用一个声音说话Spokes Person Tips发言人技巧Spokesperson发言人Sponsorship Planning赞助筹划Sponsorship 赞助Strategic Consulting战略咨询Strategy Communications Systems战略传播系统Strategy 战略Success Story成功故事Summary 简介、概述Supplier 供给商Survey调查SW〔Southwest China〕西南SWOT analysis优势、劣势、机遇、威胁分析Synopsis概要总结Target Audience 目标受众Task Marketing任务营销TBD 〔To be Detail〕需更详细信息Team 小组、团队Technical Article技术文章Theme 主题Time Management管理Time Sheet时间管理表Two-way Asymmetry双向非平衡模式Two-way Communications双向传播Two-way Symmetry双向平衡模式Vendor 供给商Venue 会议地点Vertical media行业媒体VI (Visual Identity)视觉识别VIP Speech 讲话稿Virtual Computer虚拟主机Vision愿景Voiceshare 曝光信息份额VP〔Vice President〕副总裁VSB 〔Very small business〕特小客户、超小客户Website Construction网站建设Whitepaper白皮书Workshops工作研讨Worldwide 全球特写feature articles以货代款in kind机构广告institutional advertising前期市场企业广告market prep corporate advertising营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management 撰写讲演稿speechwriting赛场营销venue marketing新闻通报录像video news release执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience 一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位本钱CPP千人本钱CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication形象移植imagery transfer信息式广告informercial互相连接interconnect播送电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查效劳公司rating services电台指定时间run-of-station受众总数total audience总体受众方案total audience plan广告网络ad networks广告查询ad request横幅广告banner商业回邮件business reply mail分类广告Web站classified ad Web site编辑名录compiled lists立体创意直邮creative dimensional direct mailing 数字互动媒介digital interactive media直邮广告direct-mail advertising内部刊物house organs互动电视interactive TV互联网Internet互联网效劳供给商Internet service provider销售信函sales letters广告礼品advertising specialty展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising陈列媒介exhibitive media全面登场full showing车内广告牌inside cards户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones商业展示会trade shows交通广告transit advertising广告英语术语——媒介筹划用语广告印象advertising impression广告反响曲线advertising response curve注意度attention value受众audience受众目标audience objectives品牌开发指数brand development index品种开发指数category development index发行量circulation本钱效益cost efficiency单位本钱cost per point千人本钱cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value频次frequency市场markets组合mechanics 媒介media媒介筹划media planning媒介载体media vehiclesAE——Account Executive——客户代表，或客户执行。
网络广告外文翻译
英文文献及译文作者：学号：系部：康尼学院系专业：信息管理与信息系统题目：指导者：2012 年3 月原文Online advertisingOnline advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.Online advertising is an emerging advertising media, from 1997 China online advertising was born, online advertising development is rapid, paid search advertising become network advertisement new growth point. Compared with the similar foreign market, China's network advertisement market is still behind many, but the market has great potential. Form and creative backward, advertising regulatory basic lack, China's online advertising market existing main problems. Later, Chinese online advertising to "two-way interaction" the direction of development, meanwhile, and traditional media integration will further strengthen.After data access network advertisement, learned some basic knowledge, grasps the network advertisement, situation and development trend of the network advertisement is the development trend of stud. This paper points out the Chinese Internet advertising the problems and proposes the perfecting of net ads scientific management method. Through chart to China Internet advertising status and developing trends are analyzed and summarized. Through the analysis of the Chinese Internet advertising market characteristics, Chinese Internet advertising, the present situation of and problems existing in some ideas to solve the problem. Internet advertising development situation, it is modern unstoppable advertising the inheritance and development of, become the emerging advertising media.Competitive advantage over traditional advertising:One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, theemerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audiences' response.Purchasing variations:The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.CPM (Cost Per Impression) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays onlyfor the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.Floating ad: An ad which moves across the user's screen or floats above the content.Expanding ad: An ad which changes size and which may alter the contents of the webpage.Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewedWallpaper ad: An ad which changes the background of the page being viewed.Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed.Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.Mobile ad: an SMS text or multi-media message sent to a cell phone.In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.E-mail advertisingLegitimate Email advertising or E-mail marketing is often known as "opt-ine-mail advertising" to distinguish it from spam.Affiliate marketingAffiliate marketing was an invention by in 1994 and was excelled by when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.Contextual advertisingMany advertising networks display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website.Another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website.Behavioral targetingIn addition to contextual targeting, online advertising can be targeted based on a user's past clickstream. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be servedauto-related ads when they visit other, non-automotive sites.网络广告网络广告是发布在英特网和万维网上,为了吸引顾客提供市场信息的一种促销形式。
线上广告的好处英语作文
线上广告的好处英语作文The Advantages of Online Advertising。
As the world becomes more connected through the internet, businesses are turning to online advertising as a way to reach their target audience. Online advertising has many advantages over traditional advertising methods, andin this essay, I will discuss some of these benefits.Firstly, online advertising is cost-effective. Compared to traditional advertising methods such as TV, radio, and print media, online advertising is much cheaper. With online advertising, businesses can reach a large audience without spending a lot of money. This is especially important for small businesses that may not have a large advertising budget.Secondly, online advertising is highly targeted. With online advertising, businesses can target specific demographics such as age, gender, location, and interests.This means that businesses can reach the people who are most likely to be interested in their products or services. This is much more effective than traditional advertising methods, which are often less targeted.Thirdly, online advertising is measurable. With online advertising, businesses can track the effectiveness oftheir campaigns in real-time. They can see how many people are clicking on their ads, how many people are visiting their website, and how many people are making purchases. This allows businesses to make data-driven decisions about their advertising campaigns and to adjust their strategies accordingly.Fourthly, online advertising is flexible. With online advertising, businesses can change their campaigns quickly and easily. They can adjust their targeting, messaging, and creative assets in real-time. This means that businesses can respond to changes in the market or in consumer behavior quickly and effectively.Finally, online advertising is interactive. With onlineadvertising, businesses can engage with their audience in a way that is not possible with traditional advertising methods. They can use social media, video, and other interactive formats to create a two-way conversation with their customers. This can lead to increased brand loyalty and customer engagement.In conclusion, online advertising has many advantages over traditional advertising methods. It is cost-effective, highly targeted, measurable, flexible, and interactive. As more and more people spend time online, businesses that embrace online advertising will be able to reach their target audience more effectively and efficiently.。
Chapter5 Online Advertising(电子商务-英文版)
WHale Waihona Puke b Advertising Strategy Helps P&G Compete
The Problem
To survive, consumer goods companies must constantly research the markets, develop new products, advertise, advertise, and advertise Proper advertising strategy, including Web advertising, is critical to the welfare of any company in the consumer goods industry P&G‘s business problem is how to best use its advertising budget to get the most marketing ―bang for its bucks‖
© Prentice Hall 2004
12
Web Advertising (cont.)
Click (click-through or ad click): A count
made each time a visitor clicks on an advertising banner to access the advertiser‗s Web site
© Prentice Hall 2004 5
Web Advertising Strategy Helps P&G Compete (cont.)
Objectives in building and maintaining these sites:
英文网页广告作文
英文网页广告作文英文：As a frequent internet user, I am constantly bombarded with online advertisements. Some of them are annoying and intrusive, while others are actually quite helpful. In this essay, I will discuss the pros and cons of online advertising and provide some personal examples.Firstly, online advertising can be very useful for consumers. For example, I recently searched for a new pair of running shoes online. After browsing a few different websites, I started seeing ads for various running shoe brands on my social media feeds. While some people might find this intrusive, I actually found it helpful because it reminded me to check out some of the brands I had seen advertised.On the other hand, some online advertisements can be very annoying and disruptive. For example, I oftenencounter pop-up ads that take over my entire screen andwon't go away until I click on them. This is not only frustrating, but it also slows down my internet browsing experience.Overall, I think online advertising can be both helpful and annoying. It really depends on the individual and their personal preferences. For me, I appreciate ads that are relevant to my interests and needs, but I find intrusiveads to be a nuisance.中文：作为一个经常使用互联网的用户，我经常会受到网上广告的轰炸。
高一英语阅读表达试题答案及解析
高一英语阅读表达试题答案及解析1. Nowadays，studying abroad is popular in China with many rich parents. They would rather send their children abroad to receive education in English-speaking countries than let them be educated in China.As every coin has two sides，studying abroad is the same．There are advantages for people to attend schools abroad. In the first place，he can use English in his daily life to improve his English greatly，as it is obvious that there is no better chance to improve English than living in the country where it is spoken. While studying in a foreign country，it is possible to make friends from all over the world. This is not only exciting on the social level，but could lead to important overseas contacts in his career as well. He can get familiar with the latest knowledge in science and make use of the best facilities available. In this way, he is able to widen his horizon and broaden his mind.Of course，attending schools abroad may bring about a series of problems. The most serious problem is language barrier．Most of the students who go abroad don’t have enough skills in the language spoken there. As a result，on arriving there，they will find it difficult to understand what the teachers say. Besides，for lack of knowledge of the customs of the local people，they may constantly run into trouble in dealing with various situations.In conclusion，given an opportunity to attend a school abroad，one must consider both sides of the factors carefully before making up his mind.【1】 List two advantages of studying abroad.【答案】(Better chance) to improve English greatly. / Make friends (from all overseas). / Get familiar with the latest knowledge in science. / make use of the best facilities available. / widen his horizon. / Broaden his mind. (任选2点)【解析】(Better chance) to improve English greatly. / Make friends (from all overseas). / Get familiar with the latest knowledge in science. / make use of the best facilities available. / widen his horizon. / Broaden his mind. (任选2点) 信息查找题。
英语应用能力考试B级及答案
英语应⽤能⼒考试B级及答案Task 1Online advertising is the means of selling a product on the Internet．With the arrival of the Internet，the business world has become digitalized(数字化)and people prefer buying things online，which is easier and faster．Online advertising is also known as e-advertising．It offers a great variety of services，which can not be offered by any other way of advertising．One major benefit of online advertising is the immediate spread of information that is not limited by geography or time．Online advertising can be viewed day and night throughout the world. Besides，it reduces the cost and increases the profit of the company．Small businesses especially find online advertising cheap and effective．They can focus on their ideal customers and pay very little for the advertisements．In a word，online advertising is a cheap and effective way of advertising，whose success has so far fully proved its great potential(潜⼒)．1．According to the first paragraph，buying things online is more __A__ ．A) convenient B) fashionable C) traditional D) reliable 2．Compared with any other way of advertising，online advertising __C__ ．A) attracts more customers B) displays more samplesC) offers more services D) makes more profits3．Which of the following statements is TRUE of online advertising? __D__A) It has taken the place of traditional advertising．B) It will make the Internet technology more efficient．C) It can help sell the latest models of digitalized products．D) It can spread information without being limited by time．4．Who can especially benefit from online advertising? __B__A) Local companies．B) Small businesses．C) Government departments．D) International organizations．5．This passage is mainly about __D__ ．A) the function and the use of the Internet B) the application of digital technologyC) the development of small businesses D) the advantages of online advertisingTask 2During our more than 60-year history，with our vast knowledge and experience，Trafalgar has created perfectly designed travel experiences and memories．Exceptional valueTraveling with Trafalgar can save you up to 40％when compared with traveling independently．We can find you the right hotels，restaurants，and our charges include entrance fees，tolls(道路通⾏费)，etC)Because we’re the la rgest touring company with great buying power，we can pass on our savings to you．Fast-track entranceTraveling with us means no standing in line (排队)at major sights．Trafalgar takes care of all the little details，which means you are always at the front of the line．Travel with like-minded friendsBecause we truly are global，you will travel with English-speaking people from around the world，and that leads to life-longfriendships．Great savingsWe provide many great ways to save money，including Early Payment Discount(折扣)，Frequent Traveler Savings and more.Fast check-inOnce your booking has been made，you are advised to check in online at our website and meet your fellow travelers before you leave．6．Because of its great buying power，Trafalgar __B__ ．A) can find the cheapest restaurants B) can pass on its savings to touristsC) takes tourists to anywhere in the world D) allows tourists to travel independently 7．Traveling with Trafalgar，tourists do not have to __C__ ．A) bring their passports with them B) pay for their hotels and mealsC) stand in line at major sights D) take their luggage with them 8．Traveling with Trafalgar，tourists may __B__ ．A) meet tour guides from different countries B) make new friends from around the world C) win a special prize offered by the company D) have a good chance to learn foreign languages9．Which of the following is mentioned as a way to earn a discount? __A__A) Early payment．B) Group payment．C) Office booking．D) Online booking．10．After having made booking，tourists are advised to check in __D__ ．A) at the hotels B) at the airport C) by telephone D) on the websiteTask 3Thank you for your interest in Calibre Cassette (盒式录⾳带) library. This letter tells you about our service. With it we are sending you an application form, so that you can join if you would like to try it.Calibre library aims to provide the pleasure of reading to anyone who cannot read ordinary print books because of sight problems. We currently have over 7,000 books available for reading for pleasure, including 1,000 specially for children. All our books are recorded cover-to-cover on ordinary cassettes and can be played on any cassette player. They are sent and returned by post, free of charge.When we receive your application, we will send you a book and an information tape. They will explain how to use the service. The easy way to use Calibre library is to tell us what sorts of books you like, and we will keep you supplied with books we think you will enjoy. Or you can send us a list of books you would like to read, and we will then send you books from this list whenever possible. In that case you will need to use our website, or buy one or more of our catalogues (⽬录).11. According to the first paragraph, the library sends the application form to the readers so that they can ___D_____.A) read ordinary books B) order cassette playersC) buy Calibre cassettes D) use the library service12. Calibre library provides service mainly for people who suffer from ____C____.A) hearing difficulties B) mental illnessesC) sight problems D) heart troubles13. The service of sending and returning books by post is ___C_____.A) not available to children B) paid by the usersC) free of charge D) not provided14. The easy way to use the library service is to ___B_____.A) inform the library of your name and address B) tell the library the sorts of books you likeC) buy the catalogues of the library D) ask the library to buy the books15. The main purpose of this letter is to ___A_____.A) introduce the library’s service to readers B) recommend new books to the readers C) send a few catalogues to readers D) express thanks to the readersTask 4People in some countries cannot use their native language for Web addresses. Neither can Chinese speakers, who have to rely on pinyin. But last Friday, ICANN, the Web’s governing body, approved the use of up to 16 languages for the new system. More will follow in the coming years.The Internet is about to start using the 16 languages of the world. People will soon be able to use addresses in characters (字符) other than those of the Roman alphabet (字母表). The change will also allow the suffix (后缀) to be expressed in 16 other alphabets, including traditional and simplified Chinese characters.But there are still some problems to work out. Experts have discussed what to do with characters that have several different meanings. This is particularly true of Chinese.Most experts doubt the change will have a major effect on how th e Internet is used. “There will be some competition between companies to obtain popular words for addresses.”16. For Web addresses, Chinese speakers now have to use ____A____.A) pinyin B) signs C) numbers D) characters17. The approval of the use of 16 languages by ICANN will allow web users to ___D_____.A) change their email address B) email their messages in charactersC) have the chance to learn other languages D) use addresses in their own language18. The new system will allow the suffix of a Web address to be expressed by ___C_____.A) any native language B) figures and numbersC) Chinese characters D) symbols and signs19. Which of the following is one of the problems in using the new system? __A__A) Certain characters have several different meanings.B) Chinese is a truly difficult language to learn.C) People find it difficult to type their address in characters.D) Some experts think it is impossible to use Chinese characters.20. Many experts do not believe that ___D_____.A) there are still outB) there will be competition to get popular addressesC) companies are willing to change their web addressesD) the change will affect the use of the Internet greatlyTask 5Subways are underground trains，which usually operate 24 hours a day. They are found in larger cities and usually run between the suburbs and the downtown area. Maps and schedules are available from the ticket of rice. if you take the subway often，you can save money by purchasing a monthly pass(⽉票).City-operated buses run on various routes(线路)and are designed to be at certain places at certain times. Maps and schedules may be posted at certain stops，or they may be available at local banks，libraries，the student union，or fromthe bus drivers. Buses run mainly during the day. Fare is paid by exact change in coins, or by monthly passes.Taxis are generally more expensive in the United States than in other countries. If you use a taxi，be sure you ask the amount of the fare before you agree to ride. The driver usually expects a tip(⼩费)of 15 percent of the fare.21. According to the passage, subways as underground trains, which usually run__D__.A) within downtown areas B) away from city centersC) in or outside big modern cities D) between suburbs and city centers22. You can get the maps and schedules of the subways____D____.A) at bus stations B) at local banks C) in any bookstores D) from the ticket offices23. From the passage we learn that___C_____.A) buses are always available in 24 hours B) bus riders have to buy monthly passes C) bus fare is paid by exact change in coins D) buses are the best means of transportation24. When you take a taxi, you’d better___B_____.A) buy a monthly pass B) ask about the fare firstC) agree on the amount of the tip D) pay by the exact change in coins25. The passage mainly tells us about____C____.A) the bus and train fares in the US B) the ways of paying taxi in the USC) the public transportation in the US D) the advantage of subways in the USTask 6Letter 1Dear Ann,I am going to give a dinner party next month. I want my guests to enjoy themselves and to feel comfortable. What is the secret of giving a successful party?Letter 2Dear Mary，Cook something that would let you spend time with your guests，If a guest offers to help you in the kitchen，accept the offer. It often makes people feel more comfortable when they can help. Before serving dinner，while your guests make small talks in the living room，offer them drinks. Some guests may like wine，but make sure to provide soft drinks for people who don’t.At the dinner table，let your guests serve themselves. Offer them a second serving after they finish, but don’t ask more than once. Most guests will take more if they want.Perhaps the most important rule of all is to be natural. Treat your guests as you want them to treatyou when you’re in their home—that is，act naturally toward them，and don’t try too hard to be polite. Have a good time in a pleasant atmosphere.26. From the first letter we learn that Mary ___A_____ .A) is asking for advice on giving a dinner party B) knows the secret of giving a pleasant partyC) is going to attend a dinner party D) has successfully held a party27. An n’s first piece of advice is that Mary should___D_____.A) get the food ready before the guests arrive B) keep the guests away from the kitchenC) spend some time with the guests D) accept the guests’ offer to help28. Ann suggests that Mary offer drinks__A______.A) while the guests are having small talks B) when all the guests have arrivedC) after the guests finish small talks D) after the dinner comes to an end29. When having dinner，the guests are expected to___D_____.A) eat their food slowly B) help the host serve foodC) serve each other at the table D) help themselves to more food30. The most important rule for Mary to follow in treating her guests is to____B____.A) be as polite as she can B) let them feel at homeC) prepare delicious food D) create a formal atmosphereTask 7Each time we produce a new English dictionary, our aim is always the same: what can we do to make the dictionary more helpful for students of English? As a result of our research with students and discussions with teachers, we decided to focus on providing more examples for this English dictionary.Examples help students to remember the word they have looked up in the dictionary because it is easier both to remember and to understand a word within a context (上下⽂). The examples also show that words are often used in many different contexts. For these reasons, we have included 40 percent more examples in this new book.We edit all the examples to remove difficult words and to make sure they are easier to understand.We very much hope this new book will be of use not only to the students of English but also to the teachers.31. The aim of the author in producing this new dictionary is to ___B_____.A) correct mistakes in the old dictionary B) make it more helpful for studentsC) increase the number of words D) add pictures and photos32. A word is easier to remember and understand if it is ____D____.A) included in a word list B) pronounced correctlyC) explained in English D) used in a context33. What is special about this new dictionary? ___C_____A) It is small and cheap. B) It has a larger vocabulary.C) It has 40% more examples. D) It is designed for students and teachers.34. The purpose of removing difficult words in the examples is to ___A_____.A) make them easier to understand B) provide more useful wordsC) introduce more contexts D) include more examples35. The passage is most probably taken from ____C____.A) a letter to the editor B) a comment on a novelC) an introduction to a dictionary D) a news-report in the newspaperTask 8What is the better way of staying away from the cold winter days? Come out to our Hall Markets in the beautiful countryside, full of color, fun, music and delicious food! With over 350 stalls (摊位) selling wonderful home-made and home-grown goods, this will surely be a great day out.The Hall Markets are held on the first Sunday of each month from 10:00 am to 3:00 pm at Hall Village. They are operated byHartley Lifecare Co. Ltd. All the income will go to help and support service for people with disabilities (残疾).V olunteers (志愿者) play an important part in the success and pleasant atmosphere at the Hall Markets. Hartley Lifecare is always grateful to have you serve as volunteers with the Hall Markets.If you are interested in being one of our volunteers and spending a few hours with us each month, please contact us during business hours on 6260 5555.36. According to the passage, the Hall Markets are held ___A_____.A) in the countryside B) to attract volunteersC) to promote winter sales D) by people with disabilities37. There are over 350 stalls in the Hall Markets that ___C_____.A) are operated by the disabled B) offer free food to volunteersC) sell home-made goods D) are open day and night38. The income made by the Hall Markets goes to ___B_____.A) expand Hartley Lifecare Co. Ltd. B) support service for the disabledC) create more fun for customers D) develop local economy39. When are the Hall Markets open? ____A____A) The first Sunday of each month. B) Every day from 10 am to 3 pm.C) The first day of each month. D) Every weekend in winter.40. This passage is written for the purpose of inviting ____D____.A) tourists B) villagers C) businessmen D) volunteersTask 9Falls are the number one cause of death to old people at home. Most old people can live safely at home if they make a few changes. Falls are common as people are getting older. Up to half of home accidents could be prevented by making some very simple changes. Here are a few suggestions:Mark trouble spots with bright tapes. The first and last steps on stairs are usually high-risk accident areas. Applying bright tapes and using bright light in these areas would make these spots easier to see.Put grab bars (扶⼿) in the bathroom. A large number of falls occur in the bathroom. This is unfortunate (不幸的) because it’s easy to make the area safe from accidents. Putting grab bars in the bathroom gives people something to hang on to.Invest in a personal alarm. A personal alarm can be started if a person falls or otherwise getsin trouble. With the push of a button, the alarm automatically sends a signal, which gets someone to call and see if the person needs help.41. By making some very simple changes at home, old people ____A____.A) are free from home accidents B) can improve their healthC) are likely to live longer D) can live more safely42. Last steps on stairs may become a high-risk accident area if they are ____B____.A) not painted in a different color B) not marked with bright tapesC) fixed with grab bars D) very brightly lit43. Falls in the bathroom are considered to be unfortunate because ___A_____.A) they can easily be avoided B) old people seldom fall in bathroomsC) grab bars do not help to prevent falls D) bathroom accidents are difficult to prevent44. A personal alarm is designed for old people to ___C_____.A) detect safety conditions at home B) avoid falls in the bathroomC) send out signals for help D) make phone calls easily45. The purpose of this passage is to tell people that ____C____.A) most old people die from accidents at homeB) up to half of home accidents could be preventedC) falls at home can be avoided by taking some simple measuresD) protection of old people should be the first concern for the publicTask 10We have created a special rate that will let you travel actually thousands of miles on your vacation at no extra cost.In most of our US and Canadian offices, we’ll rent you cars of high quality for seven days for $99.You can drive as far as you like without paying us a penny over the $99 as long as you return the car to the city from which you rented it. Insurance (保险) is included, gas is not.If you rent the car in Florida or in California, the rate is the same, but you can return the car to any city in the state.If you’d like some suggestions on what to do with the car once you’ve got it, we have driving and touring guides for almost every part of the country. No matter which rate you choose, the company comes at no extra cost. You don’t just rent a car. You rent a company!46. According to the advertisement, $99 is the rate offered for ____B____.A) traveling a limited distance B) renting a car for seven daysC) hiring a driving guide D) driving within a state47. Which of the following is included in the car-renting rate? ____D____A) Gas used. B) Car repairs. C) The hotel charge. D) Insurance fee.48. The car-renting rate remains $99 if you ____D____.A) return the car to where you rent it B) drive within the same cityC) buy the insurance D) pay for the gas49. The last sentence of the passage “You rent a company” means that ___C_____.A) you have to be responsible for the companyB) you should obey the rules set by the companyC) you can enjoy all-round services of this companyD) you may choose the best car from the company50. The purpose of the passage is to advertise ____C____.A) car-renting services in the US B) a special rate of car-renting C) the advantages of car-renting D) a US car-renting company。
(广告传媒)广告业常用英文术语
AAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动advocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户策划Account Services 客户部Advertise 广告主Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理bid [bid] 广告竞标business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象capitalism 资本本主义，资本运营commercial advertising 商业广告communication process 传播过程comparative advertising 比较广告consumer advertising 消费品广告consumerism 消费模式customer 顾客Chief Executive Officer(CEO) 首席执行长官Chief Financial Officer(CFO ) 首席财务官client 客户Copywriter 广告撰告人Creative Department 创作部Creative Director 创意总监deceptive advertising 虚假广告department 部门design 设汁稿data 数据director 主管end-user 最终用户、实际使用者industrial advertising 工业广告institutional advertising 社团机构广告Management Supervisor 管理监督Market share 市场占有率Marketing 营销Media Department 媒介部media planning 媒体策划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业服务型广告public service advertising(PSA) 公益广告puffery 吹捧式的广告qualitative 定性的quantitative 定量的Research Department 调查部retail advertising 零售商广告Sister agency 同属同-集团的广告公司supplier 制作公司Traffic Department 流程协调部Brainstorming 头脑风暴法Campaign 广告攻势Commercial 影视广告片coupon 赠券、折价券logo 品牌标识magazine 杂志media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体) metropolitan 大都会的outdoor 户外媒体promotion 推广用品public relations(PR．) 公共关系radio 广播媒体Situation Analysis 背景分析Slogan 广告口号Television program 电视节目Website [websait] 主页，网站Drive-time 交通高峰时间So big 做大Numbers 数据Yeah 是的(对啦)A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)Code 编号debranding 品牌屏蔽测试depth Interview 深度访谈desk research 案头调研dichotomous question 两分问题double-barreled question 两难问题double-blind 双盲测试(指实验组和对照组)fatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组interview 访谈market research 市场调查mystery shopping 以购物为掩护的调查observation 观察panel 重复凋查样本群participant 参与者population 总人口，总体sample 抽样误差skew 歪曲survey 调查tabulation 统计制表boil down to 归结为hard-and-fast 明确易懂pretty much 大致上analysis 分析community relation 社区关系competitor 竞争者、对于content integration 软性广告cost effective 广告成本效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase （pop）焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、策划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动策划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最佳面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非大众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告策划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略策划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法则brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 吉祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计（总）覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体计划net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位)double truck 双页／，告(跨页)facing 一个广告牌(户外媒体单位) franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购买media buying service 媒体购买代理narrow casting 小范围播放(窄播)preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点成本cost per thousand(CPM) 每千人成本earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物AA（Account Assistant）客户助理Action Plan 行动方案AD（Account Director）客户总监Add Value 附加价值Ads（Advertisement）广告Advertorial付费软文AE（Account Executive）客户代表、客户主任Agency 代理商AM（Account Manager）客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Auto Industry 汽车行业Awareness 认知Background Analysis 背景分析Background material 背景材料Benchmark测试基准BI (Behavior Identity)企业行为识别系统Bidding 竞标Bio个人简历Boilerplate公司简介（附在新闻稿后面的关于该公司的简短介绍）Brand Communications Strategy品牌传播战略Brand Loyalty品牌忠诚度Brand Management Commission品牌管理委员会Brand Management Consulting Firm品牌管理顾问公司Brand Management品牌管理Brand Planning/Designing品牌策划/设计Brand Positioning Survey品牌定位调查Brand Positioning 品牌定位Brand Promotion品牌推广Branding Strategy品牌战略Briefing Kit资料包Briefing情况介绍BTL (Below the Line) 线下活动BU （Business Unit）业务部门Bulletin公告栏Bundle 附赠品Business E-Mail 商务电邮Business Model商业计划Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业发展Career Planning职业计划Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEO's Arrangement CEO接待Channel 渠道Chart 幻灯片中的页面China Golden Awards For Excellence in Public Relations中国最佳公共关系案例大赛China International Public Relations Congress中国国际公共关系大会CI（Corporate Identity）企业形象CIPRA（China International Public Relations Association）中国国际公共关系协会CIS （Corporate Identity Sysetm）企业形象识别系统Client Database Management客户数据管理Client Oriented Strategy客户导向战略Client Relations Development System客户关系开发系统Client Relations Evaluation System客户管理评价系统Client Relations Maintenance System客户关系维护系统Client Relations Management System客户关系管理系统Client Relations Management客户管理管理Client Relations Precaution System客户管理预警系统Client Relations Supporting System客户管理支持系统Client Relations客户关系Client Satisfaction Management客户满意度管理Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准则Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Management 传播管理Communications Regions传播地域Communications Strategy传播战略Community Relations社区关系Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Consecutive Interpretation交互式翻译Consultant顾问Consumer Buying Process 顾客购买过程Consumer Database顾客数据Consumer Orientation消费者导向Consumers/Dealers Assembly用户/经销商大会Contact Person 联系人Continuous Education继续教育Controlling Phase 控制阶段Coordination Communicating协调沟通Copywriter 文案Copywriting公关文案Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Image企业形象Corporate Profile公司简介Corporate Reputation企业声誉Corporate Video 宣传片Cost Control成本控制Cost Management成本管理Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Management Office危机管理办公室Crisis Management Planning危机管理策划Crisis Management Team危机管理小组Crisis Management危机管理Crisis Research危机研究Crisis Statement危机声明Customer testimonial客户证言Datasheet宣传页Decoration 现场布置（装饰）Demand GenerationDemo Booth 产品演示台Diagnosis诊断Director总监Distributor 分销商DM （Direct mailing ）直邮Domain Name Registration 域名注册Donation捐赠EC（East China)华东Editorial Calendar媒体刊登计划Effective Communications有效传播Employee Compensation员工薪酬Employee Relations员工关系Environment Analysis环境分析Environment Issues环境问题Ethics of the Profession 职业道德Event Management事件管理Event Planning 事件策划Event事件、活动Executing Phase 执行阶段Execution 执行Executive President 执行总裁Fact Sheet资料（数字或其他材料）FAQ 常见问题问答Fashion Business时尚产业Feature article 深度文章Feature文章类型中的通讯Finance Management财务管理Financial Communications财经传播Flyer 宣传单页Follow-up跟进Forum 论坛GCG（Grand China）大中国区Glossary词汇表Government Affairs政府事务Government PR 政府公关Government Relations政府关系Govt （Government）政府Graphics图形文件Greetings问候语Health Care医疗保健High Tech高科技Hospital PR 医院公关Human Resource Management人力资源管理IMC (Integrated Marketing Communications)整合营传播Implementation实施Incentive Plan激励计划Industry Participation行业参与Initiating Phase 初始阶段INPUTS Evaluation Tools输入级评估工具Integration Management整合管理Interactive PR 网上互动公关Internal Magazine内部期刊Internal Communications System内部传播系统Internal Communications内部传播Internal Film内部电影Internal PR 内部公关International PR国际公关Internet Communications网络传播Internet Media Communications 网媒传播Interpersonal Communications人际传播Interpreter翻译Interview 专访或面试Introduction Lantern宣传幻灯Investor Relations投资者关系Invitation Letter 邀请IPR（Institute of Public Relations）英国公共关系协会IPRA（International Public Relations Association）国际公共关系协会Issue Diagnosis问题诊断Issues Management问题管理ISV （Individual Software Vendor）独立软件开发商Job Evaluation绩效考核Journalist记者Key Media关键媒体Key Messages 关键信息Keynote Speaker主题演讲人Keynote Speech主题演讲LA（Large Account）大客户LE （Large Enterprise）大客户Leadership 领导者Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Long Term Program长期项目Lucky Draw 抽奖Marcomm（Marketing Communications）营销传播Market Analysis Report市场分析报告Marketing Communications Mix营销传播组合Marketing Communications营销传播Marketing Strategy 市场营销战略Marketshare 市场份额Mass Media大众媒体MB（Medium business）中客户MC（Master of Ceremonies）主持人MC（Middle China）华中MD（Managing Director）董事总经理、执行董事Media Assistant媒介助理Media Analysis媒体分析Media Communications Strategy媒体传播战略Media Communications媒体传播Media Coverage 媒体覆盖率Media Director 媒介总监Media Executive媒介代表、媒介主任Media Inquiry媒体垂询Media Kit媒体资料包Media List媒体名单Media Manager媒介经理Media Monitor媒体监测Media Relations媒介关系Media Research媒体研究Media Tour媒体拜访或媒体外出巡游Media媒体Meeting Agenda会议议程Meeting Minutes 会议记录Merchandise促销物品Methodology方法论MI (Mind Identity)企业理念识别MI（Media Index)企业媒体声望指数Mindshare 品牌影响力份额Miscellaneous 杂费Monthly Report月报Multifunctional Task Force多职能任务小组National Standards of the PR Professional Qualification国家公共关系职业资格标准NC（North China）华北NE （Northeast China）东北Negative Report负面报道New Product Launch新产品发布News Clipping新闻剪报News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关Norms of Excellent PR Management 卓越公共关系管理标准NW（Northwest China）西北Objective Diagnosis目标诊断Offering 服务内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Marketing Communications 线上营销传播Online media网络媒体Online Roadshow 网上路演Online Survey网上调查OOP（Out-of-Pocket）杂费、日常工作发生的成本Open-day Visits开放日参观Opinion Leader舆论领袖OUTCOMES Evaluation T ools输出级评估工具OUTPUTS Evaluation Tools效果级评估工具Outsourcing 外包OV（One Voice）一个声音Photo Library图片库Planning Phase 策划阶段Polish文案润色POP (Point Of Purchase Advertising) 导购点广告Positioning定位Post Event 善后工作Poster 海报Postmortem 会后书面的简短总结报告Postscript后记PR Agency公关公司PR Consulting Market公关顾问服务市场PR Consulting Practice公关顾问实务PR Consulting Service公关顾问服务PR Consulting Tools公关顾问工具PR Directorr 公共关系总监PR Evaluation公关评估PR Event 公关活动PR Guideline公关方针PR Management Working Code公关管理工作准则PR Manager 公共关系经理PR Procedure公关流程PR Proposal公关建议书PR Supervisor 公共关系主管Pre Event前期工作Pre-evaluation 预评估Preface前言Presentation 演示、陈述President 总裁Press Conference新闻发布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Procurement Management预警管理Product Test产品评测Profession Responsibility 职业义务Professional Association 专业协会Professional Certification 职业认证Professional Consultant 专业顾问Professional fee专业服务费Professional Grading专业等级Project Life Cycle项目生命周期Project Management项目管理Project Owner项目委托人Project Title项目标题Project公关项目Proposal公关建议书PRSA（Public Relations Society of America）美国公共关系协会Pubic Opinion公众舆论Public Affairs公共事务Public Relations Consulting公关顾问Public Relations Crisis公关危机Public Relations Management公关管理Public Relations公共关系Public Utility公用事业Publicity宣传Q&A问题问答Qualified Project Manager合格的项目经理Quality Control质量控制Quality Management质量管理Questionnaire调查问卷Quotation报价Real Estate房地产Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告Reputation Management 声誉管理Research Tools研究工具Reseller 经销商Retainer长期客户Review回顾、总结Risk Management风险管理Roadshow巡展、路演Rude question 不友好的问题SAE（Senior Account Executive）高级客户代表、高级客户主任SAM（Senior Account Manager）高级客户经理SB （Small business）小客户SC（South China）华南Scope Management范畴管理Seminar研讨会Senior Consultant高级顾问Senior Media Executive高级媒介代表Senior Media Manager高级媒介经理Senior Vice President 高级副总裁Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Slogan口号Social Activities社会活动Social Responsibility社会责任Source Materials客户提供的辅助资料Souvenirs & Gifts 纪念品和礼品SOV （Share of Voice）Speaking with One Voice 用一个声音说话Spokes Person Tips发言人技巧Spokesperson发言人Sponsorship Planning赞助策划Sponsorship 赞助Strategic Consulting战略咨询Strategy Communications Systems战略传播系统Strategy 战略Success Story成功故事Summary 简介、概述Supplier 供应商Survey调查SW（Southwest China）西南SWOT analysis优势、劣势、机遇、威胁分析Synopsis概要总结Target Audience 目标受众Task Marketing任务营销TBD （To be Detail）需更详细信息Team 小组、团队Technical Article技术文章Theme 主题Time Management管理Time Sheet时间管理表Two-way Asymmetry双向非平衡模式Two-way Communications双向传播Two-way Symmetry双向平衡模式Vendor 供应商Venue 会议地点Vertical media行业媒体VI (Visual Identity)视觉识别VIP Speech 讲话稿Virtual Computer虚拟主机Vision愿景Voiceshare 曝光信息份额VP（Vice President）副总裁VSB （Very small business）特小客户、超小客户Website Construction网站建设Whitepaper白皮书Workshops工作研讨Worldwide 全球特写feature articles以货代款in kind机构广告institutional advertising前期市场企业广告market prep corporate advertising 营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management撰写讲演稿speechwriting赛场营销venue marketing新闻通报录像video news release执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位成本CPP千人成本CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication形象移植imagery transfer信息式广告informercial互相连接interconnect广播电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查服务公司rating services电台指定时间run-of-station受众总数total audience总体受众计划total audience plan广告网络ad networks广告查询ad request横幅广告banner商业回邮件business reply mail分类广告Web站classified ad Web site编辑名录compiled lists立体创意直邮creative dimensional direct mailing 数字互动媒介digital interactive media直邮广告direct-mail advertising内部刊物house organs互动电视interactive TV互联网Internet互联网服务供应商Internet service provider销售信函sales letters广告礼品advertising specialty展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising陈列媒介exhibitive media全面登场full showing车内广告牌inside cards户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones商业展示会trade shows交通广告transit advertising广告英语术语——媒介策划用语广告印象advertising impression广告反应曲线advertising response curve注意度attention value受众audience受众目标audience objectives品牌开发指数brand development index品种开发指数category development index发行量circulation成本效益cost efficiency单位成本cost per point千人成本cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value频次frequency市场markets组合mechanics媒介media媒介策划media planning媒介载体media vehiclesAE——Account Executive——客户代表，或客户执行。
营销与广告术语中英对照
营销与广告术语中英对照1. 品牌 Brand2. 目标市场 Target market3. 市场细分 Market segmentation4. 定位 Positioning5. 售价 Price point6. 定价策略 Pricing strategy7. 市场份额 Market share8. 销售额 Sales revenue9. 销售渠道 Sales channel10. 渠道合作伙伴 Channel partner11. 广告 Advertising12. 市场营销 Marketing13. 市场调研 Market research14. 消费者调查 Consumer survey15. 市场推广 Market promotion16. 市场营销策略 Marketing strategy17. 广告宣传 Advertising campaign18. 媒体广告 Media advertising19. 线上广告 Online advertising20. 营销渠道 Marketing channel21. 目标顾客 Target customer22. 消费者行为 Consumer behavior23. 品牌知名度 Brand awareness24. 产品特点 Product features25. 创意广告 Creative advertising26. 消费者满意度 Consumer satisfaction27. 市场份额 Market share28. 市场营销活动 Marketing campaign29. 营销材料 Marketing collateral30. 市场营销策划 Marketing planning营销与广告术语的正确使用对于推广产品和服务至关重要。
在商业世界中，有许多常见的术语用于描述市场营销和广告相关的概念。
下面是一些常见的营销与广告术语的中英对照，以帮助读者更好地理解相关概念。
在线广告 英文作文
在线广告英文作文英文：Online advertising has become a ubiquitous part of our daily lives. Everywhere we go on the internet, we are bombarded with ads for products and services. As a consumer, it can be overwhelming and annoying to constantly see these ads. However, as a marketer, online advertising can be an incredibly effective way to reach a large audience anddrive sales.One of the biggest advantages of online advertising is the ability to target specific audiences. With tools like Google AdWords and Facebook Ads, marketers can target their ads based on demographics, interests, and behaviors. This means that the ads are more likely to be seen by people who are actually interested in the product or service being advertised. For example, if I am selling yoga mats, I can target my ads to people who have shown an interest in yogaor fitness. This increases the likelihood that they willclick on my ad and potentially make a purchase.Another advantage of online advertising is the ability to track and measure results. With traditional advertising methods like TV or print ads, it can be difficult to determine how effective the ad was at driving sales. However, with online advertising, marketers can track metrics like click-through rate, conversion rate, and cost per acquisition. This allows them to make data-driven decisions about their advertising campaigns and optimizefor better results.Despite these advantages, there are also some drawbacks to online advertising. One of the biggest is ad fatigue, where consumers become tired of seeing the same ads over and over again. This can lead to a decrease in engagement and ultimately, a decrease in sales. Additionally, there is a growing concern about privacy and the use of personal data in online advertising.Overall, online advertising can be a powerful tool for marketers to reach their target audience and drive sales.However, it is important to use it strategically andethically to avoid alienating consumers and damaging the brand.中文：在线广告已经成为我们日常生活中无处不在的一部分。
网络广告 英语作文
网络广告英语作文With the rapid development of the Internet, online advertising has become an important way for businesses to promote their products and services. With the click of a button, companies can reach a wide audience and target potential customers with precision. In this essay, we will explore the benefits and drawbacks of online advertising and how it has revolutionized the way businesses market their products.One of the biggest advantages of online advertising is its ability to reach a large and diverse audience. With the rise of social media platforms and search engines, businesses can target specific demographics and interests, ensuring that their ads are seen by the right people. This level of precision targeting was not possible with traditional forms of advertising such as print or television. Furthermore, online advertising allows forreal-time tracking and analytics, providing businesses with valuable data on the performance of their ads and thebehavior of their audience.In addition to reaching a wider audience, online advertising is also cost-effective. Compared to traditional forms of advertising, such as print or television, online ads are generally more affordable. This is especially beneficial for small businesses with limited budgets, as it allows them to compete with larger companies on a level playing field. Furthermore, online advertising offers a high return on investment, as businesses can track the performance of their ads and make adjustments in real time to optimize their campaigns.Despite its many benefits, online advertising also has its drawbacks. One of the biggest challenges is the issue of ad fraud and click fraud. With the rise of automated bots and fake accounts, businesses run the risk of paying for fake clicks and impressions, which can result in wasted ad spend. Furthermore, online advertising can be intrusive and annoying to consumers, leading to ad fatigue and a negative perception of the brand.In conclusion, online advertising has revolutionized the way businesses market their products and services. With its ability to reach a wide audience, target specific demographics, and provide real-time tracking and analytics, online advertising has become an essential tool for businesses of all sizes. While it has its drawbacks, the benefits of online advertising far outweigh the challenges, making it a valuable and effective marketing strategy in today's digital age.。
网络广告英语作文
网络广告英语作文In the digital age, the landscape of advertising has been revolutionized by the internet. Online advertising has become an integral part of our daily lives, shaping consumer behavior and influencing the economy. This essay will explore the various facets of online advertising, its benefits, challenges, and its overall impact on modern society.Introduction:The internet has provided a new platform for advertisers to reach a global audience. From social media platforms to search engines, online advertising is pervasive and increasingly sophisticated. It has transformed the way businesses market their products and services, offering a direct line to potential customers.The Power of Personalization:One of the most significant advantages of online advertising is its ability to target specific demographics. Advertisers can tailor their campaigns to reach the right audience based on factors such as age, location, interests, and online behavior. This personalization leads to more relevant ads, which in turn increases the likelihood of consumer engagement and conversion.The Role of Social Media:Social media has become a battleground for advertisers. Platforms like Facebook, Instagram, and Twitter offeradvertisers a unique opportunity to connect with users where they spend a significant amount of their time. Social media ads are often integrated into users' feeds, making them seem less like traditional ads and more like part of the content they are already consuming.Challenges and Concerns:Despite its many benefits, online advertising also faces criticism. Privacy concerns are at the forefront, as usersare wary of the amount of personal data that is collected and used for advertising purposes. Additionally, the rise of ad-blockers indicates a growing consumer desire for control over the ads they are exposed to.The Ethical Dilemma:Ethical considerations also come into play with online advertising. There is a fine line between providing useful, targeted ads and being intrusive or manipulative. Advertisers must navigate this landscape carefully to maintain consumer trust and comply with regulations.The Future of Online Advertising:As technology continues to evolve, so does online advertising. The integration of artificial intelligence and machinelearning is expected to make ads even more personalized and effective. However, it also raises questions about the future of privacy and the potential for misuse of data.Conclusion:Online advertising is a powerful tool for businesses in the digital era. It offers unprecedented reach and targetingcapabilities, but it also comes with challenges that must be addressed. As we move forward, it is crucial for advertisers to balance innovation with respect for consumer privacy and preferences. The future of online advertising will likely be shaped by how well these interests can be aligned.。
网络广告的优缺点英文作文
网络广告的优缺点英文作文Advantages and Disadvantages of Online Advertising;Online advertising has become a prevalent form of marketing in today's digital age. It offers several advantages and disadvantages, which are outlined below.Advantages:1. Wide Reach: Online advertising allows businesses to reach a vast audience across different geographical locations. With the internet's global reach, companies can target both local and international markets, expanding their customer base.2. Targeted Advertising: Online ads can be targeted based on specific demographics, interests, and behaviors. This enables businesses to tailor their advertisements to reach their desired audience, increasing the chances of generating relevant leads and conversions.3. Cost-effective: Compared to traditional advertising methods, online advertising is often more cost-effective. Businesses can set flexible budgets and pay-per-click options, ensuring they only pay for actual engagement with their ads.4. Measurable Results: Online advertising provides detailed analytics and insights, allowing businesses to track the performance of their campaigns. This data helps in understanding consumer behavior, optimizing strategies, and making informed decisions to improve the effectiveness of future campaigns.Disadvantages:1. Ad Overload: The internet is filled with advertisements, and users are constantly bombarded with various marketing messages. This leads to ad fatigue, where individuals may ignore or block ads altogether, reducing their effectiveness.2. Ad Blocking: Many internet users employ ad-blocking software to avoid seeing online ads. This hinders the reach and impact of online advertising, as a significant portion of the audience may never see the ads.3. Lack of Trust: Online advertising faces challenges in terms of credibility and trustworthiness. Some users are skeptical about the authenticity of online ads and may be hesitant to engage with them due to concerns about privacy, security, or scams.4. Limited Attention Span: In the fast-paced online environment, capturing and retaining users' attention is challenging. Online ads need to be concise, engaging, and relevant to grab the audience's attention amidst competing content.In conclusion, online advertising offers wide reach, targeted options, cost-effectiveness, and measurable results. However, it also faces challenges such as ad overload, ad-blocking, lack of trust, and limited attention spans. Businesses must carefully consider these factors when formulating their online advertising strategies to maximize its advantages and mitigate its disadvantages.。
线上线下广告英语作文
线上线下广告英语作文题目，Online and Offline Advertising。
In today's digital age, advertising plays a crucial role in promoting products and services to consumers both online and offline. With the rapid advancement of technology, businesses have various platforms and strategies to reach their target audience effectively. In this essay, we will explore the significance of online and offline advertising, their differences, and how they complement each other in the marketing landscape.Online advertising, also known as digital advertising, encompasses a wide range of platforms and formats, including social media ads, search engine marketing, display advertising, email marketing, and influencer collaborations. One of the primary advantages of online advertising is its ability to target specific demographics based on factors such as age, gender, location, interests, and online behavior. Through sophisticated algorithms anddata analytics, advertisers can tailor their messages to resonate with their intended audience, maximizing the impact of their campaigns.Furthermore, online advertising offers unparalleled reach and scalability. With billions of people using the internet daily, businesses can extend their reach globally or locally, depending on their objectives. Unliketraditional advertising channels, such as print or television, online ads can be easily adjusted and optimized in real-time based on performance metrics, ensuring a higher return on investment (ROI).On the other hand, offline advertising refers to traditional marketing channels that do not rely on the internet. This includes television commercials, radio ads, print advertisements (newspapers, magazines, billboards), direct mail, and event sponsorships. While offline advertising may seem less targeted compared to its online counterpart, it still holds significant value, especially in reaching audiences who are not active online or who prefer tangible marketing materials.Offline advertising offers a sense of tangibility and credibility that online ads sometimes lack. For example, a well-designed billboard or a glossy magazine ad can leave a lasting impression on consumers, conveying a sense of professionalism and trustworthiness. Additionally, offline advertising can complement online efforts by reinforcing brand awareness and driving offline actions, such as store visits or phone inquiries.Despite their differences, online and offline advertising are not mutually exclusive but rather complementary. Smart marketers recognize the importance of integrating both channels to create a cohesive andeffective advertising strategy. For instance, a retailer might use online ads to target potential customers based on their browsing history and then retarget them with offline promotions, such as in-store discounts or events. By combining online precision with offline impact, businesses can engage consumers at every touchpoint of their journey.Moreover, the rise of omnichannel marketing has blurredthe lines between online and offline advertising even further. Consumers today expect a seamless experience across all channels, whether they're browsing a brand's website, interacting on social media, or visiting a physical store. Therefore, successful advertising campaigns leverage a combination of online and offline channels to deliver consistent messaging and foster deeper connections with their audience.In conclusion, online and offline advertising eachoffer unique advantages and challenges for marketers. While online advertising provides precise targeting and scalability, offline advertising offers tangibility and credibility. However, the most effective advertising strategies leverage both channels to create a cohesive brand experience and engage consumers across various touchpoints. By understanding the strengths of each channel and integrating them strategically, businesses can maximize their reach and impact in today's competitive marketplace.。
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Online advertisingJack FarnlinFrom princeton UnversityOnline advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.Examples of online advertising include contextual ads on search engine results pages,banner ads, Rich Media Ads,Social network advertising,online classified advertising,advertising networks and e-mail marketing,including e-mail spam.Online advertising is an emerging advertising media,from1988our country online advertising was born,online advertising development is rapid,paid search advertising become network advertisement new growth pared with the similar foreign market,our country's network advertisement market is still behind many,but the market has great potential.Form and creative backward,advertising regulatory basic lack,our country's online advertising market existing main ter,our country online advertising to"two-way interaction"the direction of development,meanwhile,and traditional media integration will further strengthen.After data access network advertisement,learned some basic knowledge,grasps the network advertisement,situation and development trend of the network advertisement is the development trend of stud.This paper points out the our country Internet advertising the problems and proposes the perfecting of net ads scientific management method. Through chart to our country Internet advertising status and developing trends are analyzed and summarized.Through the analysis of the our country Internet advertising market characteristics,our country Internet advertising,the present situation of and problems existing in some ideas to solve the problem.Internet advertising development situation,it is modern unstoppable advertising the inheritance and development of, become the emerging advertising media.Internet advertising is the main features are:1extensiveness and open:the network advertisement can advertising information through Internet all-weather,24hours uninterruptedly spreads to the world,these effects are traditional media can achieve.In addition,newspapers,magazines,television,radio,andtrafflc signs such traditional advertising has a great compulsive,and network advertising process is open,the mandatory,this point with traditional media have a very different nature.2.Real-time and controllability:network advertisement may according to the customer demand rapid manufacture and launch,while the traditional advertising production cost is high,dropping cycle fixed.Moreover,in the traditional media advertising on hard to change,even after publication can change also often needs to pay big economic costs, and network advertisement can according to customer needs to be changed in the contents of advertisements.So,advertisers business decision-making changes can timely implementation and promotion.3.Directness and pertinence:through traditional advertising,consumers only indirectly touch the promotional products,not through advertising feel directly products or understand the manufacturer of the specific operation and service provision.While Internet advertising is different,as long as consumers saw interested content,directly click,and then enter into this enterprise website,understands the specific contents of the business.In addition,the network advertisement can launch to some specific target groups,even can do one-on-one directional issuance.According to the characteristics of different visitors,online advertising can be flexibly achieve time orientation,regional orientation,channel directional,thus fulfilling the consumer clear classified in a certain extent,guarantee the advertisement's arrival rate.4.Biphasic and interactivity:the traditional advertising information flow is one-sided, namely enterprise launched what content,consumer can passively accept what content. While the mono-direction network advertisement breakthrough the limitations of both sides,realizing the supply and demand of information flow two-way interaction.Through the Internet advertising links,users can from the manufacturer of websites related to get more and more detailed information.In addition,users can pass AD position directly fill out and submit online form information,the manufacturer can always get precious user feedback information.Meanwhile,the network advertisement can provide further inquiries,convenient and product consumer interaction and communication.5.Easy statistical and can be assessed sex:in traditional media advertising,it is difficult to know exactly how many people receive advertising messages.While Internetadvertising different,can detailed statistical a website each page is being viewed total number,the number of each advertising is clicked,and even detailed,specifically every visitor statistics shows the access time and IP address.In addition,provide network advertising website can usually build user database,including users geographic distribution,age,gender,income,occupation,marital status,hobbies,etc.These statistics can help advertisers statistics and analysis the market and the audience,according to the characteristics of advertising target audience,pertinently put ads,and according to the user's characteristics of fixed-point launch and tracking analysis,the advertisement effect makes objective accurate assessmentIntroduction With the rapid development of Internet network in the world changing and multifaceted.Internet with its cross-temporal,cross-regional,illustrated charismatic way of disseminating information,creating a huge market,online advertising has become one of the network derivatives.It is a symbiotic relationship,and network.Therefore,the network also determines the future prospects of online advertising.Online advertising, mainly referring to the Internet as the carrier posted earnings of commercial advertising, aimed at inducing people's interest and behavior in order to sell their goods,services or ideas.It is the new century,new life,new social and economic wizard,and with it anew meaning to become anew focus.。