广告行业常用英文

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广告行业常用英文

广告行业常用英文

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design 设汁稿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 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) 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rate card 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Action Plan 行动方案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 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 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Success Story成功故事Supplier 供应商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 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。

广告业常用英文术语

广告业常用英文术语

广告业常用英文术语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品牌治理委员会Brand Management Consulting Firm品牌治理顾问公司Brand Management品牌治理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情形介绍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商业打算Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业进展Career Planning职业打算Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉治理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客户数据治理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客户治理评判系统Client Relations Maintenance System客户关系爱护系统Client Relations Management System客户关系治理系统Client Relations Management客户治理治理Client Relations Precaution System客户治理预警系统Client Relations Supporting System客户治理支持系统Client Relations客户关系Client Satisfaction Management客户中意度治理Clipping Report剪报报告Closing Phase终止时期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 传播治理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、隐秘的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连续教育Controlling Phase 操纵时期Coordination Communicating和谐沟通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成本操纵Cost Management成本治理Creative & Design创意设计Credential公司或个人简介Crisis Control 危机操纵Crisis Management Office危机治理办公室Crisis Management Planning危机治理策划Crisis Management Team危机治理小组Crisis Management危机治理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媒体刊登打算Effective Communications有效传播Employee Compensation职员薪酬Employee Relations职员关系Environment Analysis环境分析Environment Issues环境问题Ethics of the Profession 职业道德Event Management事件治理Event Planning 事件策划Event事件、活动Executing Phase 执行时期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财务治理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人力资源治理IMC (Integrated Marketing Communications)整合营传播Implementation实施Incentive Plan鼓舞打算Industry Participation行业参与Initiating Phase 初始时期INPUTS Evaluation Tools输入级评估工具Integration Management整合治理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问题治理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媒体拜望或媒体外出巡游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 品牌阻碍力份额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新产品公布News Clipping新闻剪报News Release新闻公布Newsletter通讯No-profit PR 非营利机构公关Norms of Excellent PR Management 杰出公共关系治理标准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舆论领导OUTCOMES Evaluation T ools输出级评估工具OUTPUTS Evaluation Tools成效级评估工具Outsourcing 外包OV〔One Voice〕一个声音Photo Library图片库Planning Phase 策划时期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公关治理工作准那么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新闻公布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Procurement Management预警治理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项目治理Project Owner项目托付人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公关治理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质量操纵Quality Management质量治理Questionnaire调查问卷Quotation报价Real Estate房地产Recommendatory 举荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告Reputation Management 声誉治理Research Tools研究工具Reseller 经销商Retainer长期客户Review回忆、总结Risk Management风险治理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范畴治理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、威逼分析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治理Time Sheet时刻治理表Two-way Asymmetry双向非平稳模式Two-way Communications双向传播Two-way Symmetry双向平稳模式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聘请广告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时刻表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班车时刻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电台指定时刻run-of-station受众总数total audience总体受众打算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陈设媒介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优待赠券take-ones商业展现会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。

广告业常用英文术语

广告业常用英文术语

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 (Behavio门dentity)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CRM (Customer Relationship Management)客户关系管理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 )直由BDomain Name Registration 域名注册Donation 捐赠EC (East China)华东Editorial Calendar媒体刊登计划EDM (Email Direct Marketing)电子邮件营销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星艮进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 Tools 输出级评估工具OUTPUTS Evaluation Tools 效果级评估工具Outsourcing 夕卜包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ROI return on investment 投资回报率Rude question不友好的问题SAE(Senior Account Executive)高级客户代表、高级客户主任SEM (Search Engine Marketing)搜索引擎营销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SEO (Search Engine Optimization)搜索引擎优化SMO:Social Media Optimization (社会媒体优化) 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UEO (user experience Optimization)用户体验优化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首播辛迪力口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立体创意直由B 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标准户夕卜广告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广告英语术语一一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。

广告行业常用英文

广告行业常用英文

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bid [bid] 广告竞标business-to-business advertising (B2B a dvertising) 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design 设汁稿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)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rate card 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Action Plan 行动方案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 P ublic Relations中国最佳公共关系案例大赛China International Public Relations Co ngress中国国际公共关系大会CI(Corporate Identity)企业形象CIPRA(China International Public Relat ions 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 Communication s)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 As sociation)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 Profession al 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 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 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 Ameri ca)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Success Story成功故事Supplier 供应商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 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。

广告业常用英文术语english

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。

广告常用英文

广告常用英文

广告常用英文————————————————————————————————作者:————————————————————————————————日期:ﻩROIreturn oninvestment 投资回收率rate of interest 利润率UV unique visitor独立访客访问网站的一台电脑客户端为一个访客CPMcost per mille千人成本每展示1000次付费一次CPCcost per click按点击付费没点击一次付费一次CPS costper sale按销售付费每销售出一件产品付费一次CPA cost peraction按行为付费用户每发生一次下载或够没行为,付费一次ADExchange (广告交易平台)AD Exchange是互联网广告交易平台,类似股票交易平台的作用,但它联系的是广告交易的买方和卖方。

国际上有许多知名的AdExchange平台,Google旗下的DoubleClick Ad Exchange便是其中一个。

Advertorial (软文)广告的一种,即付费文章, 故意设计成像一篇普通的文章。

API(应用程序编程接口/应用程序界面)Application ProgrammingInterface的缩写。

是一些预先定义的函数。

目的是提供应用程序与开发人员基于某软件或硬件的以访问一组例程的能力, 而又无需访问源码,或理解内部工作机制的细节。

Appeals (述求)Emotional Appeals/感性诉求, Rational Appeals/理性诉求ArtBase(美术/设计出身)刚入行不久的同学也许会经常被人问到:“你是ArtBase 还是CopyBase?” 一开始都是被问的一头雾水! 在广告圈中创意人分出身有两个派系——Copy Base和Art Base. Copy Base指出身于文案, 文字达人(Copywriter); Art Base就是指出身于美术, 设计, 视觉达人!比如你是某公司CD,你在向别人介绍时可以这么用:“我是xxx公司CD,我是Art Base!”AR(增强现实/扩增实境/混合现实)即Augmented Reality.是一种实时地计算摄影机影像的位置及角度并加上相应图像的技术, 目标是在屏幕上把虚拟世界套在现实世界并进行互动。

广告业常用英文术语

广告业常用英文术语

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CRM (Customer Relationship Management)客户关系管理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EDM(Email Direct Marketing)电子邮件营销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 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 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ROI return on investment投资回报率Rude question 不友好的问题SAE(Senior Account Executive)高级客户代表、高级客户主任SEM(Search Engine Marketing)搜索引擎营销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SEO(Search Engine Optimization)搜索引擎优化SMO:Social Media Optimization(社会媒体优化)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UEO (user experience Optimization)用户体验优化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。

(广告传媒)经典英文广告语

(广告传媒)经典英文广告语

经典英文广告语(中英文对照)1.Good to the last drop.滴滴香浓,意犹未尽。

(麦斯威尔咖啡)2.Obey your thirst.服从你的渴望。

(雪碧)3.The new digital era.数码新时代。

(索尼影碟机)4.We lead.Others copy.我们领先,他人仿效。

(理光复印机)5.Impossible made possible.使不可能变为可能。

(佳能打印机)6.Take time to indulge.尽情享受吧!(雀巢冰激凌)7.The relentless pursuit of perfection.不懈追求完美。

(凌志轿车)8.Poetry in motion,dancing close to me.动态的诗,向我舞近。

(丰田汽车)9.Come to where the flavor is.Marlboro Country.光临风韵之境--万宝路世界。

(万宝路香烟)10.To me,the past is black and white,but the future i s always color.对我而言,过去平淡无奇;而未来,却是绚烂缤纷。

(轩尼诗酒)11. Just do it. 只管去做。

(耐克运动鞋)12. Ask for more. 渴望无限。

(百事流行鞋)13. The taste is great. 味道好极了。

(雀巢咖啡)14. Feel the new space. 感受新境界。

(三星电子)15. Intelligence everywhere. 智慧演绎,无处不在。

(摩托罗拉手机)16. The choice of a new generation. 新一代的选择。

(百事可乐)17. We integrate, you communicate. 我们集大成,您超越自我。

(三菱电工)18. Take TOSHIBA, take the world. 拥有东芝,拥有世界。

广告行业常用英文词汇

广告行业常用英文词汇

广告行业常用英文词汇1.MD〈Managing Director的缩写〉-------广告公司内的最高统帅,中文惯例译为总经理。

2.2.CD〈Creative Director的缩写〉------创作总监。

CD的前身,不是撰稿人便是美术设计,因为积累了丰富的经验,并有优异的创作成绩而成为督导。

3.3.ACD〈Associated Creative Director〉副创作总监。

4.4.Account Director------客户服务总监〈客户部经理〉。

5.5.Media Director------媒介总监〈媒介部经理〉。

6.6.AD〈Art Director〉------美术指导〈在创作部可以独挡一面执行美术指导工作的美术监督〉。

7.7.Copywriter------撰稿人。

8.8.AE〈Account Executive的缩写〉-------客户服务人员。

9.9.Visualizer-------插图家〈插画师〉。

10.10.Studio Manager------画房经理。

11.11.Finish Artist------画师。

12.12.AE〈Account Executive〉-------预算执行者,负责广告代理商和广告主之间的一切有关业务,观念,预算,广告表现之联系。

13.13.CF〈Commercial Film〉广告影片。

14.14.OS〈Omt Sound〉广告影片中的旁白。

15.15.POP〈Point of Perchase advertising〉购买时点的广告,大部分消费者买东西时在商店因此也称店头广告。

16.16.SP〈Sales Promotion〉促销活动。

17.17.CIS〈Corporated Identity System〉企业识别系统。

18.18.CI〈Corporated Identity〉企业识别。

19.19.CI 与CIS之区分,在美国原来只购CI,日本加上"S"也就是把CI加以组织化,包括EI,VI,BI,SI,成为系统。

广告常用英文

广告常用英文

ROIreturn on investment 投资回收率rate of interest 利润率UV unique visitor独立访客访问网站的一台电脑客户端为一个访客CPM cost per mille千人成本每展示1000次付费一次CPC cost per click按点击付费没点击一次付费一次CPS cost per sale按销售付费每销售出一件产品付费一次CPA cost per action按行为付费用户每发生一次下载或够没行为,付费一次AD Exchange (广告交易平台)AD Exchange是互联网广告交易平台,类似股票交易平台的作用,但它联系的是广告交易的买方和卖方。

国际上有许多知名的Ad Exchange平台,Google旗下的DoubleClick Ad Exchange便是其中一个。

Advertorial (软文)广告的一种, 即付费文章, 故意设计成像一篇普通的文章。

API(应用程序编程接口/应用程序界面)Application Programming Interface的缩写。

是一些预先定义的函数。

目的是提供应用程序与开发人员基于某软件或硬件的以访问一组例程的能力, 而又无需访问源码, 或理解内部工作机制的细节。

Appeals (述求)Emotional Appeals/感性诉求, Rational Appeals/理性诉求Art Base(美术/设计出身)刚入行不久的同学也许会经常被人问到:“你是Art Base 还是Copy Base?” 一开始都是被问的一头雾水! 在广告圈中创意人分出身有两个派系——Copy Base和Art Base. Copy Base指出身于文案, 文字达人(Copywriter); Art Base就是指出身于美术, 设计, 视觉达人!比如你是某公司CD, 你在向别人介绍时可以这么用:“我是xxx公司CD, 我是Art Base!”AR(增强现实/扩增实境/混合现实)即Augmented Reality. 是一种实时地计算摄影机影像的位置及角度并加上相应图像的技术, 目标是在屏幕上把虚拟世界套在现实世界并进行互动。

广告业常用英文术语

广告业常用英文术语
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 CRM (Customer Rela onship Managemen)t 客户关系管理 Customer tes monial客户证言 Datasheet 宣传页 Decora on 现场布置(装饰) Demand Genera on
Execu on 执行 Execu ve 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 ar cle 深度文章 Feature 文章类型中的通讯 Finance Management财务管理 Financial Communica ons财经传播 Flyer 宣传单页
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Demo Booth 产品演示台
Diagnosis 诊断 Director 总监 Distributor 分销商 DM (Direct mailing )直邮 Domain Name Registra on 域名注册 Dona on 捐赠 EC(East China)华东 Editorial Calendar媒体刊登计划 EDM(Email Direct Marke ng)电子邮件营销 Effec ve Communica ons 有效传播 Employee Compensa on员工薪酬 Employee Rela ons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 Execu ng Phase 执行阶段

广告行业英文术语简介英文版

广告行业英文术语简介英文版

广告行业英文术语简介英文版Advertising Industry GlossaryThe advertising industry is a large and complex ecosystem that encompasses a multitude of terms, techniques, and best practices. This article will provide you with an overview of some of the most common and important terms used in the advertising industry.1. Ad campaign: A coordinated set of ads that work together to achieve a desired outcome.2. Ad copy: The text that appears in an ad.3. Ad network: An entity that connects advertisers with publishers, generally using automated technology.4. Ad targeting: The process of selecting a specific audience for an ad, generally based on demographic, behavioral, or geographic data.5. Ad unit: A specific type of ad that is used across a variety of digital platforms.6. Advertiser: The company or person who funds an ad campaign.7. Audience: The group of people who are targeted by an ad.8. Brand: An identity that distinguishes a company or product from its competitors.9. Click-through rate (CTR): The percentage of users who click on an ad after viewing it.10. Conversion rate: The percentage of users who complete a desired action after clicking on an ad.11. Cost per action (CPA): The amount an advertiser pays each time a user completes a desired action.12. Cost per click (CPC): The amount an advertiser pays each time a user clicks on an ad.13. Cost per impression (CPI): The amount an advertiser pays for every 1,000 impressions.14. Creative: The visual and graphic elements of an ad.15. Impressions: The number of times an ad is viewed.16. Landing page: The page that a user is directed to after clicking on an ad.17. Media buying: The process of purchasing advertising space on the behalf of an advertiser.18. Native advertising: Ad content that blends in with the publisher's website content.19. Programmatic advertising: The practice of using automated technology to buy and sell ad inventory.20. User acquisition: The process of attracting and retaining users for a product or service.In conclusion, the advertising industry is an incredibly dynamic and complex field that requires a deep understanding of concepts such as targeting, copy, metrics, and creative execution. Having a solid grasp on these basic terms will help you to navigate the industry more effectively and make more informed decisions about your ad campaigns.。

广告英语术语

广告英语术语

广告英语术语如今,中国明天就要入世了,中国的广告行业也将步入国际轨道,因此,了解一些广告英语术语,或许对我们有些帮助,至少我们知道那英文说的什么........广告英语术语----综合用语(摘录)行为广告action advertising实际消费者actual consumer广告advertising农业广告agricultural advertising作者author自传式讯息autobiographical message知晓广告awareness advertising品牌术branding工商广告business advertising企业对企业广告business-to-business advertising渠道channel辅助材料collateral materials消费者广告consumer advertising消费者consumer译码decode直接反应广告direct-response advertising戏剧式讯息drama message编码encode农场广告farm advertising反馈feedback全球性广告global advertising商品goods观点ideas形象广告image advertising预定消费者implied consumer工业时期industrial age工业化时期industrializing age国际广告international advertising 地方性广告local advertising营销marketing营销传播marketing communications营销公关marketing PR媒介medium讯息message叙述式讯息narrative message全国性广告national advertising噪音noise非商业广告noncommercial advertising 非产品广告nonproduct advertising人物persona人员销售personal selling后工业时期postindustrial age前工业化时期preindustrial age过程process产品product产品广告product advertising专业广告professional advertising公共关系public relations公共关系活动public relations activities公共关系广告public relations advertising 受者receiver区域性广告regional advertising常规价格广告regular price-line advertising 零售广告retail advertising销售推广sales promotion服务services信源source广告主/出资人sponsor资助性消费者sponsorial consumers目标受众target audience目标市场target market贸易广告trade advertising客户主管、客户联络Aes客户策划account planning广告代理公司advertising agency艺术指导art directors美术工作室art studios全国性广告主协会ANA品牌经理brand manager企业对企业广告公司business-to-business agency集中式广告部centralized advertising department分类广告classified advertising清仓广告clearance advertising联合广告cooperative advertising文案copy文案人员copywriters创意工作室creative boutique创意总监creative director分散式体制decentralized system部门式departmental system发展期development stage数字互联媒介digital interactive media直邮广告direct-mail advertising电子媒介electronic media手续费——代理费混合制fee-commission combination外国媒介foreign media全面服务公司fullservice advertising agency普通消费者广告公司general consumer agency全球性卖主global marketers集团式group system横向联合广告horizontal cooperative advertising专属广告公司in-house agency奖励制incentive system独立制作社independent production house独立调查公司independent research company机构广告institutional advertising整合营销传播integrated marketing communications 互联广告公司interactive agency国际广告公司international agency国际媒介international media国际化架构international structure地方性广告local advertising地方广告公司local agency维持期maintenance stage经营总监management supervisors差价markup媒介media媒介购买公司media-buying service媒介代理费media commission跨国公司multinational corporations全国性广告主national advertiser全国性广告公司national agency户外广告outdoor advertising点point关系预备期prerelationship stage印刷媒介print media印刷厂printers产品广告product advertising区域性广告主regional advertiser区域性广告公司regional agency常规价格广告regular.price-line advertising 截留费制retainer system减价广告sale advertising销售推广部sales promotion department推测性提案speculative presentation直接费制straight-fee system下游公司supplier终结期termination stage交通广告transit advertising纵向联合广告vertical cooperative advertising网络设计社Web design house广告调查advertising research态度测试attitude tests中心场所测试central location tests混杂测试clutter tests直接提问法direct questioning试验法experimental method小组讨论focus group正试调查formal research成见效应halo effect深度访问in-depth interview非正式/试调查informal research查询测试inquiry tests深度调查技术intensive techniques营销信息系统marketing information system, MIS 营销调查marketing research市场markets媒介种类media class媒介调查media research媒介细分media subclass媒介单位media units媒介载体media vehicles产品merchandise讯息message动机motives非概率抽样nonprobability samples观察法observation method事后测试posttesting事前测试pretesting初级信息primary data投射法projective techniques定性调查qualitative research定量调查quantitative research随机概率抽样random probability samples 回忆测试recall tests信度reliability销售测试sales tests样本sample样本单位sample units二级信息secondary data全面调查survey试验市场test market通用产品代码universal product code母体universe效度validity广告讯息advertising message广告计划advertising plan广告战略advertising strategy自下而上式营销bottom-up marketing传播媒介communiciations media企业目标corporate objectives创意组合creative mix试验调查法empirical research method整合营销传播integrated marketing communication 顾客终身价值lifetime customer value营销目标marketing objectives营销计划marketing plan营销战略marketing strategy需求一满足式目标need-satisfying objectives目标/任务法objective/task method销售百分比法percentage-of -sales method产品概念product concept关系营销relationship marketing销售定向式目标sales-target objectives市场份额法/广告份额法share-of-market/share-of-voice method形势分析situation analysis利益相关者stakeholderSWOT分析(优势、弱势、机遇与威胁)strength/weakness/opportunity/threat analysis 战术tacics目标受众target-audience自上而下式营销top-down marketing明确表示affirmative disclosure美国广告联盟AAF美国广告公司协会AAAA全国性广告主协会ANA商业促进局BBB停止/中止令cease-and-desist order比较广告comparative advertising服罪判决书consent decree消费者保护团体consumer advocate消费者信息网络consumer information networks消费者保护主义consumerism版权copyright更正广告corrective advertising欺骗性广告deceptive advertising推荐endorsements道德广告ethical advertising联邦通讯委员会FCC联邦贸易委员会FTC食品与药品管理局FDA知识产权intellectual property长期宏观论long-term macro arguments全国广告处NAD国家广告审查局NARB国家广告审查委员会NARC非产品事实nonproduct facts营养标识与教育法Nutritional Labeling and Education Act 专利patent隐私权privacy rights夸大puffery短期操纵论short-term manipulative arguments社会责任social responsibility潜意识广告subliminal advertising证据substantiation证实testimonials商标trademark不正当广告unfair advertising美国专利与商标署U.S.Patent and Trademark Office广告津贴advertising allowance回购津贴buyback allowance目录catalog减价促销cents-off promotion套装赠送combination offer公司大会与经销商聚会company conventions & dealer meetings 消费者销售推广consumer sales promotion竞赛contest联合广告cooperative/co-op advertising优惠券coupons顾客终身价值customer lifetime value数据进入data access数据管理data management数据库database数据库营销database marketing直接营销direct marketing直接反应广告direct-response advertising直接销售战略direct-sales strategy直接销售direct selling陈列津贴display allowance易地销售diverting电子优惠券electronic coupons提前购买forward buying广告插页free-standing inserts游戏game店内样品试用in-store sampling联络媒介linkage media人员销售personal selling售点材料point-of-purchase materials 什锦袋装样品polybagging奖品premiums拉式战略pull strategy推销奖金push money/spiffs推式战略push strategy部分退款rebates近期、频次、货币方程RFM formula 销售推广sales promotion样品试用sampling货位津贴slotting allowance抽奖sweepstake电话营销telemarketing贸易广告trade advertising贸易集中trade concentration贸易折扣trade deals贸易推广trade promotion发行量审核局ABC出血bleed批量折扣bulk discounts行业杂志business magazines发行量审核circulation audit分类广告classified ads纽约分类广告网络CANNY分类图片广告classified display ads 截稿日期closing date彩色样品纸条color strip混合收费制combination rates消费者杂志consumer magazines合同收费制contract rate赠阅发行controlled circulation联合形式cooperative/co-op programs 千人成本CPM封面日期cover date封面位置cover position购物杂志custom magazine日报daily newspapers人口版demographic editions图片广告display advertising实际收费earned rates农业刊物farm publications统一收费制度flat rate香味纸条fragrance strips频率折扣frequency discounts黄金版位full position门式折页gatefold地理版geographic editions基本发行量guaranteed circulation横向刊物horizontal publication独立购物指南independent shopping guide 插页insert加插刊登通知insertion order岛形半版island halves小单元junior unit地方城市杂志local city magazine杂志出版人协会MPA媒介采购员media buyer媒介标尺调查有限公司MRI全国性杂志national magazines全国性价格national rate美国报业协会NAA报纸版面库NSB上市日期on-sale date公开收费制度open rate订阅发行paid circulation自动弹启式广告pop-up ad.自选版位费preferred-position rates预印广告插页preprinted inserts初级发行量primary circulation清样proof copy公告public notice费率基准rate base价目表rate card阅读告示reading notice地区性刊物regional publications任意版位费制ROP advertising rates二级读者量secondary/pass-along readership 欠资收费制short rate赛蒙斯市场调查局SMRB多胞胎版split runs标准广告单位SAU标准收费与数据服务公司SRDS标准型报纸standard-size newspaper周日增刊Sunday supplement小报型报纸tabloid newspaper撕样tear sheets三维广告3-D ads纵向刊物vertical publication数量折扣volume discounts周报weekly newspapers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间歇式排期blinking品牌开发指数brand development index集中式bursting品种开发指数category development index 发行量circulation持续性continuity持续式continuous schedule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市场、资金、媒介、组合、方法5Ms 起伏式flighting schedule频次frequency总印象gross impressions毛评点gross rating points市场markets组合mechanics媒介media媒介策划media planning媒介载体media vehicles讯息力度message weight方法methodology组合媒介法mixed-media approach资金money驱动值motivation value看见机会opportunity to see脉冲式pulsing schedule视听率rating到达率reach每册读者数readers per copy近期策划recency planning路障式roadblocking外溢媒介spillover media增效效应synergy电视户television households广告礼品advertising specialty自动取款机ATM基本巴士单位basic bus展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising 名录directories8张招贴eight-sheet posters电子显示屏electronic signs陈列品exhibits陈列媒介exhibitive media全面登场full showing全球定位系统GPS车内广告牌inside cards100露出数100showing户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums产品安插product placement登场showing看板spectaculars标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones出租车外壳taxicab exteriors终点站招贴terminal posters30张招贴架30-sheet poster panel整车牌位total bus商业展示会trade shows交通广告transit advertising车站棚广州广告transit shelter advertising录像手册video brochure社论式广告advertorial倡导广告advocacy advertising伏击式营销ambush marketing视听材料audiovisual materials公告牌bulleting boards社会参与community involvement企业广告corporate advertising企业识别广告corporate identity advertising危机管理crisis management娱乐entertainment展品exhibits特写feature articles内部通报house organ以货代款in kind机构广告institutional advertising游说lobbying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慈善行为philanthropy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赞助sponsorship赛场营销venue marketing新闻通报录像video news release广告讯息advertising message艺术art艺术方向art direction艺术家artist美术总监art director大创意big idea头脑风暴法brainstorming传播媒介communications media概念化conceptualization文案人员copywriter创意纲要creative brief创意总监creative director创意过程creative process创意金字塔creative pyramid创意creative创造creativity感性诉求emotional appeals控险家explorer事实型思维fact-based thinking 信息性informational法官judge指定mandatories讯息战略message strategy非文字nonverbal产品概念product concept理性诉求rational appeals目标受众target audience技巧technical转换性transformational价值型思维value-based thinking文字的verbal形象化visualization战士warrior样片animatic动画技法animation techniques声频audio艾耶1号式Ayer No.1利益式标题benefit headlines正文body copy粗体boldface照相制版camera-ready art表演纲要casting brief结尾close命令式标题command headlines末稿comprehensive layout/comp演示demonstration设计design技巧式正文device copy对白/独白式正文dialog/monolog copy 旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文institutional copy整合广告integrated commercial内容段落interior paragraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-in paragraph生活方式式技法lifestyle techniques标志logotypes助记手段mnemonic device音乐式广告musical commercials音乐标志musical logo叙述式正文narrative copy新闻/信息式标题news/information headlines 出镜头on camera拼版paste up摄影师photographers图片说明式正文picture-caption copy方框图片式布局picture-window layout招贴式格式poster-style format主持人式广告presenter commercial 启发式标题provocative headlines 疑问式标题question headlines广播人物radio personality脚本script印签seal签名signature cuts生活片段slice of life口号slogans故事板storyboard故事板草图storyboard roughs直截了当式straight announcement 直接推销式正文straight-sell copy 副标题subhead标题句taglines证言testimonial正文text主题句theme lines小样thumbnail收尾trial close图形部分visuals旁白voiceover模拟校样analog proof动画animation合成片answer print光圈aperture音控台audio console底片base art出血版bleeds蓝线blueline照相排版术camera-ready art字计算式charactr-count method电影摄影师cinematographer截止期closing date色基color key分色color separation连续调continuous tones控制室control room组排copy cast封面纸cover paper青、黄、红、黑印刷CYMK printing 数字媒介digital media数字校样digital proof数码视频效应装置DVE units 导演director特排字体display type复制带dubs拷贝dupes电子制作electronic production 晒版台纸flats一套铅字font四色印刷four-color process网目凸版halfone plate网屏halftone screen互动电视interactive TV任务夹job jacket出格kerning电脑亭kiosk加空铅leading硬性软片line film线画版line plate实景真人live action外景地location制片场lot指令mandatories公共场所mass audience venue母带master tape合成样片mixed interlock助记手段mnemonic device多媒体演示multimedia presentation正色投影胶片orthographic film透明塑料膜overlay个人场所personal audience venue平台使用费platform licensing后期制作阶段postproduction phase开印前阶段prepress phase预备阶段preproduction phase印刷制作经理print production manager 印刷制作过程print production process 非公开场所private audience venue制片人producer制作阶段production phase复映复播追加酬金residual fee反差套印reverse knockout无衬线字体sans serif最低合同工资scale衬线字体serif一场session特技special effects插播广告spots剥版stripping叠supers演播人员talent自动台词提示器teleprompter 课本纸text paper正文字体text type合套trap字系type families排印工艺typography网页Web page单词计算式word-count method 工作样片work print书写纸writing paper。

广告行业常用英文词汇

广告行业常用英文词汇

广告行业常用英文词汇ENGLISH VOCABULARY OF ADVERTISING INDUSTRY advertising Agency广告公司advertising Agent广告代理人advertising Research广告调研anatomy of a Sale销售分析art Director美术指导bill Boards路牌广告body Copy广告正文broadcast Advertising广播广告buying motive购买动机classified Advertising分类广告commercial Advertising商业广告consumer Advertising消费者广告creative platform创意大纲direct Mail邮寄广告display Advertising陈列广告electric Media电子媒介industrial Advertising工业广告international Advertising国际广告media Service广告媒介代理noncommercial Advertising非商业广告Inonproduct Advertising非产品广告outdoor Advertising户外广告pointof-Purchase Advertising销售现场广告prirne prospect目标消费群public relation公共关系radio/TV Production广播电视节目制作recruitment Advertising招聘广告retail Advertising零售广告sale Advertising销售广告share of Market市场份额target Market目标市场task Budgeting广告预算time Spot广告时间USP(the Unity Selling Proposition)营销组合Cl(Corporatc Identity)企业识别MI(Mind Identity)理念识别Bl(Behavior Identityl行为识别VI(Visual Identity)视觉识别advertising广告appropriation广告预算分配audience广告对象catalog商品说明书consumers消费者copy广告正文copywriter广告撰稿人ayout广告布局media媒介motivation动机positioning市场定位promotion促销rebating折扣slogan广告口号television advertising电视广告consumer advertising消费品广告film advertising电影广告sky advertising空中广告postcard advertising明信片广告specialty advertising纪念品广告product advertising商品广告professional advertising商品服务广告industrial advertising工业品广告corporate advertising公司广告one shot报刊上的一次性广告display advertisement造型广告advertising budget广告支出预算advertising media广告传播媒介international advertising agency国际广告公司full service advertising agency(提供)全套服务的广告公司advertising agency network广告公司网络ayout ofan advertisement广告设计模型buying space购买广告权directory advertising在各种手册中刊登广告size ofan advertisement广告规格advertisement originator]一告编制人repeat an advertisement重复广告,重播(重登)广告place all advertisement,put up an advertisement登广告advertising material,advertising literature广告材料Advertising Association广告协会(英国机构,旨在维持广告的水平,保护广告客户及代理商的利益)the Advertising Standards Authority广告标准管理局(英国机构,旨在保护公众。

广告行业常用英文

广告行业常用英文

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bid [bid] 广告竞标business-to-business advertising (B2B a dvertising) 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design 设汁稿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)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rate card 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Action Plan 行动方案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 P ublic Relations中国最佳公共关系案例大赛China International Public Relations Co ngress中国国际公共关系大会CI(Corporate Identity)企业形象CIPRA(China International Public Relat ions 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 Communication s)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 As sociation)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 Profession al 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 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 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 Ameri ca)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Success Story成功故事Supplier 供应商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 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。

(广告传媒)广告业常用英文术语

(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。

广告行业常用英文

广告行业常用英文

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bid [bid] 广告竞标business-to-business advertising (B2B a dvertising) 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design 设汁稿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)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rate card 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Action Plan 行动方案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 P ublic Relations中国最佳公共关系案例大赛China International Public Relations Co ngress中国国际公共关系大会CI(Corporate Identity)企业形象CIPRA(China International Public Relat ions 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 Communication s)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 As sociation)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 Profession al 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 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 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 Ameri ca)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Success Story成功故事Supplier 供应商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 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。

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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bid[bid]广告竞标告puffery吹捧式的广告qualitative定性的quantitative定量的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business-to-business advertising(B2B a logo品牌标识dvertising)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design设汁稿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)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strategy策略、策划target audience目标受众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integrated marketing communication整合sponsorship赞助营销传播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hierarchy-of-effect theory效果层级理论utility好处,用途really do something with确实能用它做些fringe time非黄金时段文章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)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)media concentration theory媒体集合理论facing一个广告牌(户外媒体单位)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rate card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Action Plan行动方案Add Value附加价值Ads(Advertisement)广告Advertorial付费软文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AE(Account Executive)客户代表、客户主BTL(Below the Line)线下活动任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 P ublic Relations中国最佳公共关系案例大赛China International Public Relations Co ngress中国国际公共关系大会CI(Corporate Identity)企业形象CIPRA(China International Public Relat Consultant顾问ions Association)中国国际公共关系协会Consumer Buying Process顾客购买过程CIS(Corporate Identity Sysetm)企业形Consumer Database顾客数据象识别系统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 Communication s)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 As sociation)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Life Cycle of the Products产品生命周期Meeting Minutes会议记录Lobby游说Logo标识Long Term Program长期项目Lucky Draw抽奖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Marcomm(Marketing Communications)营销Mindshare品牌影响力份额传播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Miscellaneous杂费Monthly Report月报Multifunctional Task Force多职能任务小组National Standards of the PR Profession al 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 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 Ameri ca)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Success Story成功故事Supplier供应商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SAE(Senior Account Executive)高级客户Theme主题代表、高级客户主任Time Sheet时间管理表SAM(Senior Account Manager)高级客户经Two-way Asymmetry双向非平衡模式理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。

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