Classified advertising 什么是分类广告
广告英语单词
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。
Appeals (述求)Emotional Appeals/感性诉求, Rational Appeals/理性诉求Art Base(美术/设计出身)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, 你在向别人讲解时可以这么用:“我是xxx公司CD, 我是Art Base!”ATL (线上)还有BTLATL即Above The Line; BTL即Below The Line. ATL 可以泛指为广告; BTL则是其他销货以外的传播手段. 一般来讲A TL广告是需要购买广告位的, 如TV, Press, Outdoor, Cenema等等; 而BTL通常是一些销售Promo或PR宣传等…但是, 到了如今完全数字信息化的时代, 这条Line的界限已经非常模糊, 特别是Online这个概念出现后!Banner Ad (横幅广告)出现在网页上的广告, 就是通常在页面的顶部, 底部,或侧边的广告. 为了让用户点击获取更多信息(比如查看MiniSite或BrandSite)而设计.Big Idea (大创意)这又是个很难解释的概念, 众家说法很多. 引用一本书中的说法: “具有直击人心的销售力, 又有着无限的衍生性, 至少可以用几十年的idea.”Brainstorming (头脑风暴)Brainstorming原指精神病患者头脑中短时间出现的思维紊乱现象, 病人会产生大量的胡思乱想. 美国人奥斯本于1938年借用这点提出了现在这个全新的概念来比喻思维高度活跃, 打破常规的思维方式而产生大量创造性设想的状况. Brainstorming的特点是让参与者敞开思想,使各种设想在相互碰撞中激起脑海的创造性风暴.Brand Loyalty (品牌忠诚度)品牌忠诚度是品牌影响力的重要指标之一. 一般公认的DSLR方面, 佳能的机主品牌忠诚度比较高; LCD TV方面Sharp的购买者品牌忠诚度相当高…Brief/Creative Brief/ (工作单/工作简报/纲要) Agency开始新的工作时作为部门流程和下达工作的书面指令. 通常由Account部门人员在接到客户指令要求或意愿后经提炼写出工作任务单. 通常按项目和工作轻重由不同level的客服或planner相关人员来完成撰写. BSP (博客服务提供商/)即Blog Service Provider. 为个人或者组织提供Blog 服务的组织. 其实我们逛网的人大部分都在使用他们的服务! 国内常有Blogbus, 新浪搜狐博客, donews, Blogcn等! 国外有blogger, wp, livespaces等.Budget (预算)Buzz Marketing (蜂鸣营销/和WOM类似, 是口碑营销的两种不同的英文说法)口碑营销是指企业努力使消费者通过人脉圈子之间的交流将自己的产品信息、品牌传播开来, 而今各种数字新媒体的流行, 为口碑营销提供了新载体, Buzz有了更多更广的网络环境, 且相对传统的而言, 成本低廉, 传播迅速, 追踪和评估也更容易。
广告名词
广告业名词解释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．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．ACD〈Associated Creative Director〉副创作总监。
4．Account Director------客户服务总监〈客户部经理〉。
5．Media Director------媒介总监〈媒介部经理〉。
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．Copywriter------撰稿人。
8．AE〈Account Executive的缩写〉-------客户服务人员。
9．Visualizer-------插图家〈插画师〉。
10．Studio Manager------画房经理。
11．FinishＡrtist------画师。
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．CF〈Commercial Film〉广告影片。
14．OS〈Omt Sound〉广告影片中的旁白。
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．SP〈Sales Promotion〉促销活动。
17．CIS〈Corporated Identity System〉企业识别系统。
18．CI〈Corporated Identity〉企业识别。
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。
20．EI〈Environment Identity〉环境识别。
英语翻译词汇系列广告用英文
英语翻译词汇系列广告用英文部门： xxx时间： xxx整理范文，仅供参考，可下载自行编辑社论式广告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毛评点gross rating points开机家庭HUT 形象移植imagery transfer信息式广告informercial互相连接interconnect存货inventory 地方时间local time赔偿条件make-goods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赞助sponsorship 点播广播spot announcement点播广播spot radio受众总数total audience 总体受众计划total audience plan电视家庭TVHH特高频UHF甚高频VHF广告网络ad networks广告查询ad request横幅广告banner 阔幅说明书broadsides手册brochures商业回邮件business reply mail按钮button 有线调制解调器cable-modem目录catalogs光驱CD-ROM 分类广告Web站classified ad Web site 点击率click rate点进率click-throughs编辑名录compiled lists 小甜饼cookies立体创意直邮creative dimensional direct mailing数字互动媒介digital interactive media 直接电脑Direct PC直邮广告direct-mail advertising 折页folders主页home pages专属名录houselists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 插播广告interstitial关键词keyword电脑亭kiosk信件公司letter shop名录经纪人list broker邮件反应名录mail-response lists明信片postcards推播技术push technology 销售信函sales letters搜索引擎search engines邮简self-mailers 赞助sponsorship公告书statement stuffersWeb浏览器Web browser 网页Web pageWeb电视Web TV万维网World Wide Web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 实验法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实验市场test market通用产品代码universal product code 母体universe效度validity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实验调查法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stakeholder SWOT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态度attitude品牌兴趣brand interest品牌忠诚brand loyalty 企业市场business markets影响中心centers of influence有意劝服路径central route to persuation 认知cognition消费行为consumer behavior消费者决策过程consumer decision making process 消费者市场consumer markets文化culture现有顾客current customers 详尽可能性模型Elaboration Likelihood Model环境因素environment 选择评估evaluation of alternatives评估标准evaluative criteria 参考组evoked set交换exchange政府市场government markets习惯habit 需要层次hierachy of needs工业市场industrial markets信息性动机informational motives 人际影响interpersonal influences认知learning市场market 卖主marketers营销marketing大脑档案mental files动机motivation 需要needs被动生成动机negatively originated motives非人员影响nonpersonal influences 舆论领袖opinion leader集团买主organizational buyers 感知perception感知过滤perceptual screens无意劝服路径periphial route to persuasion 个人过程personal processes劝服persuasion生理过滤physiological screens 主动生成动机positively originated motives购后失调学说postpurchase dissonance 购后评估postpurchase evaluation潜在顾客prospective customers心理过滤psychological screens 参照人群reference groups经销商市场reseller markets 选择性感知selective perception自我意识self-concept社会阶层social classes 刺激stimulus亚文化subculture认知失调学说theory of cognitive dissonance 转换性动机transformational motives国际市场transnational markets效用utility 欲望wants地理人口细分geodemographic segmentation地理细分geographic segmentation 成长期growth stage隐性差异hidden differenees独立品牌individual brand 诱导性差异induced differences密集分销intensive distribution引入期introductory phase 特许品牌licensed brand市场细分market segmentation营销组合marketing mix 成熟期maturity stage全国性品牌national brand网络营销network marketing 非人员传播nonpersonal communication人员型服务people-based service 显性差异perceptible differences人员传播personal communication定位position 价格因素price element初级需求primary demand首要需求趋势primary demand trend 私家品牌private label产品概念product concept产品因素product element 产品生命周期product life cycle消费心态细分psychographic segmentation 消费心态psychographic宣传publicity拉pull拉式战略pull strategy 购买时机purchase occasion推入push推式战略push strategy转销商reseller 销售推广sales promotion选择性需求selective demand选择性分销selective distribution 服务service特别事件special events标准工业分类代码Standard Industrial Classification Codes 目标市场target market目标营销过程target marketing process 电话营销telemarketing使用率usage rates用户身份user status垂直营销体系vertical marketing system 用量细分volume segmentation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 posters 30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 广告讯息 advertising message艺术 Art艺术指导 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方案人员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 字符计算式character-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申明：所有资料为本人收集整理，仅限个人学习使用，勿做商业用途。
广告词汇中英文对照
广告术语中英文对照aaa（美国广告院校协会) american academy of advertisingaaaa, 4a’s (美国广告代理商协会） american association ofadvertising agencies abc (广告发行量稽查会) audit bureau ofcirculationsama （美国市场营销协会) american marketing associationaio (行为、兴趣、观点数据库) activity, interesting， opinioniaa (国际广告协会)international advertising association pop广告point of purchasesswot分析、优劣势分析 strength， weakness， opportunity， threat 案头研究 desk research版权 copyright包装 package保存率keeping rate报价 quotation， cost estimate备忘录memo边际效用 marginal utility标题 headline标志 logo， mark草稿 rough草图 sketch插图 illustration差异性（策略) differentiation蒙太奇montage免费赠品 give away命名 naming模仿 copy模型 model， pattern目标对象target audience尼尔逊电视调查报告nielsen television index 频率frequency品牌 brand品牌策略 brand strategy 品牌个性（人格化）brand personality 品牌购买趋势brand momentum 品牌管家 brand steward品牌经理 brand manager 品牌联想 brand linkage品牌识别 brand identity 产品核心概念product concept产品名称测试name test产品效用 benefit产品形象 product image产品原型 product prototype产品原型测试prototype test产品周期 product life-cycle产品属性 product attribute陈列 display冲击力impact出口广告 export advertising创意 creative创意草图 idea sketch创意策略 creative strategy创意概念 creative concept创意提案 creative presentation 创意总监 creative director (cd) 从众 follow促销活动 promotion打样 color proof打字照排 typesetting代理商agent导演 director到达率reach到达频率 frequency第一知名度 top of mind （tom）点子 idea电话调查 telephone interview电视媒体 tv media调查员interviewer定量研究 quantitative research 定位 positioning定性研究 quality research动画 animation动机 motivation， motion动机分析 motivation analysis动机强度 motivation intension独家赞助 sponsored event独特销售理论unique selling proposition （usp) 发行量circulation 菲林，胶片 film分类广告 classified advertising分散式媒体组合assorted media mix分色 color separation分销 distribution风险知觉 perceived risk服务质量 serve quality负片 negative覆盖率coverage概念 concept概念测试 concept test感觉 sense个人收视率 personal audience rating 个性，性格 personality工作进度报告公共关系 public relations购买 purchase， buy购买后分析 post-buy—analysis购买环境 shopping environment购买决策 purchase decision购买决定因子购买率purchase rate购买模型 purchase model购买频率 purchase frequency购买者buyer购买周期 purchase period购买准备 purchase preparation关键词keyword观察法observe method广播电视网 network广播媒体 broadcast mediastatus report purchase decision factor广告 advertising （ad）广告标语 advertising slogan广告测试 advertising test广告策略 advertising strategy广告创意 advertising creative广告创作人员creator广告对象 advertising target广告概念 advertising concept广告稿效果调查 copy test广告代理商,广告公司广告管理 advertising management 广告计划 advertising plan广告监测 advertising monitor， advertising track 广告精读率attentive readership score 广告客户 client广告目标 advertising goal广告目的 advertising objective 广告牌 billboard广告认知效果advertising recognition effect 广告时代 advertising age （ad age）广告诉求 advertising appeal广告文案 advertising copy广告效果advertising effect， advertising impact 广告效果监测advertising impact track广告音乐 jingle广告占有率 share of voice广告招贴 poster广告作品 advertisement国际广告媒体international mediaadvertising agency篇二：主要广告术语中英对照aadvertising广告广告活动ads 广告物account executive 客户主管account 客户项目account planning 客户策划account services 客户部account service 客户服务art director美术指导advertising campaign 广告活动advertising agency 广告代理商4a （ american association of advertising agencies) 美国广告代理商协会above-the-line advertising 线上广告.广告代理商能从媒介获得代理费的广告regulatory matters广告规章和法规agency profit management利润管理advertising department 广告部airport advertising 机场广告appeal 诉求area sampling 区域抽样audience 受众。
大学英语四级阅读理解训练
大学英语四级阅读理解训练（一）Classified advertising is that advertising which is grouped in certain sectio ns of the paper and is thus distinguished from display advertising.Such gr oupings as“Help Wanted”,“Real Estate”,“Lost and Found”are made,the rate charged being less than for display advertising.Classified a dvertisements are a convenience to the reader and a saving to the advertis er.The reader who is interested in a particular kind of advertisement finds all advertisements of that type grouped for him.The advertisers may,on this account,use a very small advertisement if it were placed among larger ad vertisements in the paper.It is evident that the reader approaches the clas sified advertisement in a different frame of mind from that in which he app roaches the other advertisements in the paper.He turns to a page of classi fied advertisements to search for the particularadvertisement that will meet his needs.As his attention is voluntary,the a dvertiser does not need to rely too much extent on display type to get the reader’s attention.Formerly all classified advertisements were of the sam e size and did not have display type.With the increase in the number of su ch advertisements,however,each advertiser within a certain group is petin g with others in the same group for the reader’s attention.In many case s,the result has been an increase in the size of the space used and the ad dition of headlines and pictures.In that way,the classified advertisement has in reality advertisement.This is particularly true of real estate advertisin g?1.All of the following facts are advantages of classified advertisement for advertisers EXCEPT that____.A)classified advertisement charges less moneyB)it is easier to attract the attention of the target consumers C)it provides more information for the readers D)it does not have to rely too much on display type2.One of the examples given of types of classified advertisement is____A)houses for saleB)people who are asking for help C)people who are lost D)job vacancies3.What sort of attitude do people have when they look at classified adverti sement,according to the writer?A)They are in the frame of mind to buy anything.B)They are looking for something they need.C)They feel lost because there are so many advertisements.D)They feel t he same as when they look at display advertisements.4．According to the passage,in which way have the classified advertisem ents changed nowadays?A)They depend more on display type.B)More money is charged for them .C)They are divided into more groups.D)They are less formal. 5．Why have classified advertisements changed in appearance?A)Because people no longer want headlines and pictures.B)Because real estate ad vertising is particularly truthful now.C)Because the increase in the number of such advertisements means they have to be small now.D)Because there are more advertisements now and more petition among advertisers.答案与解析：1.C分类广告的优越性不包括为读者提供更多的信息。
广告学关键术语作业2
1.信息战略( message strategy)是指企业为适应激烈的环境变化，通过集成聚合现代信息技术，开发应用信息资源，并能够聚合组织制度以期获取未来竞争优势的长远运作机制和体系。
2.横幅广告( banner)是网络广告最早采用的形式，也是目前最常见的形式。
横幅广告又称旗帜广告，它是横跨于网页上的矩形公告牌，当用户点击这些横幅的时候，通常可以链接到广告主的网页。
3.品牌识别( brand identity)是品牌营销者希望创造和保持的，能引起人们对品牌美好印象的联想物。
这些联想物暗示着企业对消费者的某种承诺。
品牌识别将指导品牌创建及传播的整个过程，因此必须具有一定的深度和广度。
4.口号( slogan)是企业和团体为了加强受众对企业、商品或服务等的一贯印象，在广告中长期反复使用的一两句简明扼要的、口号性的、表现商品特性或企业理念的句子。
它是基于企业长远的销售利益，向消费者传达长期不变的观念的重要渠道。
5.创意执行( message execution)执行创意的过程6.导航( navigation)导航是引导某一设备，从指定航线从一点运动到另一点的方法。
7.标题( headline)标明文章、作品等内容的简短语句。
8.正文( body copy)有规范格式和生效标志的正式文本。
9.小样( thumbnail sketch)报纸的一条消息或一篇文章的校样10.统一声音、统一外观( one-voice，one-look)媒体广告、产品等运用一样的声音和外观，以加深顾客印象。
11.分类广告( classified ads)网络分类广告是充分利用计算机网络的优势，对大规模的生活实用信息，按主题进行科学分类，并提供快速检索的一种广告形式。
12.-媒体展示( media exposure)户外广告媒体资源展示13.多媒体( rich media)一般理解为多种媒体的综合。
在计算机系统中，指组合两种或两种以上媒体的一种人机交互式信息交流和传播媒体。
广告英语
1.广告的构成(Formation of Advertisement):广告是由视觉(visual)和听觉(audio)两部分构成.2.广告的识别标记(Identification Mark)包括:口号(Slogan或称Tag Hines),商标(Trademark),插图（Illustration）,品牌名称(Brand name),外缘（Decorate Border）,空白（White Space）3.广告英语的主要分类一、商品目录（Brochures）二、商务名片(Business Cards )三、分类广告（Classified Ads）四、直邮信（Direct Mail）五、传单（Fliers）六、新闻发布（Press Releases）七、黄页广告（Yellow Pages Ads）八、广播电视广告（Radio and TV Commercials）九、户外广告（out-of-Home Ads）十、报纸广告（Newspaper Ads）4.广告英语的创作基本原则可归纳为以下七条(1)引起注意(Attention) (2)发生兴趣(Interest)(3)产生欲望(Desire) (4)促成行动(Action)(5)可信(Conviction) (6)记忆(Memory)(7)满意(Satisfaction)5.广告英语的两大特点(1)注意价值(Attention value)：广告文字要引人注意，独出心裁。
(2)记忆价值(Memory value):广告文字要造成悬念，激起好奇。
6.商业名片（Business Cards ）基本元素1、规格大小和格式（Size and Format）2、内容(Content)3、图形(Graphics)：4、纸张原料(Paper stock)7.分类广告（Classified/Want Ads）（一）、招聘广告(如何写?)Specific Location: Olathe, KS.Compensation: commensurate with experience.Full-time Yesdirect contact by recruiters ok Nook for others contact you about other services, products or commercial interests Nophone call to you about this job ok No具体位置：奥拉西，堪萨斯州。
各种广告的英文表达
各种广告的英文表达
product placement=植入广告
ad=advertisement=（印刷媒体）广告
commercial=（电视、广播）广告
billboard=（户外大型）广告牌
poster=（户外较小的）海报
junk mail=垃圾邮件
flyer=（大马路上发的）传单
blurb=（书封面上的）推荐广告
banner ad=（网站上的）广告条
pop-up ad=（网站上的）弹出广告
classified ad=（报纸的）分类广告
personal ad=（报纸的）求偶广告
teaser ad=悬念广告（一系列广告中的一个，留下悬念吸引大家看下一个广告）promo=广告短片
jingle=广告歌
advertising slogan=广告语
advertising agency=广告公司
commercial break=（电视、广播节目插播的）广告时间
如果你也一直好奇advertise、advertising、advertisement的区别——> advertise=（动词）做广告
advertising=（名词）做广告、和广告相关的东东ad=advert=advertisement=（名词）一则广告>>长知识了吧？。
广告行业术语
一、4A是什么意思4A的本意是美国广告公司协会（American Association of advertising Agencies）的缩写，4A协会对成员公司有很严格的标准，所有的4A广告公司均为规模较大的综合性跨国广告代理公司。
它成立于1917年的美国圣路易斯，是全世界最早的广告代理商协会。
二、职位描述1）AE----Account Executive -------客户代表，或是客户执行。
代表广告公司接受广告主各种业务，并负责整体执行的人2）Account Group -------业务小组。
广告公司内负责某特定客户之工作小组。
以AE为中心，成员包括行销企划、创意、媒体等工作人员。
替客户执行广告企划没定、广告表现制作、媒体安排等业务3）Appeal Point------诉求点。
广告讯息中，最能打动消费者心理，并引起行动的重点4）Brain Storming-----动脑会议可自由发想，不受限制地讨论的会议5）Brand Image------品牌形象。
消费者对商品品牌之印象。
6）CF----Commercial Film-----广告影片。
不是电视广告脚本7）Competitive Presentation ；Pitch----------比稿。
有的广告主不会将广告计划立即委托一家广告公司，而是让多家广告公司彼此竞争，再从中选择最优秀、最满意的广告公司8）Copywriter------文案（撰文人员）。
负责广告文案的专门写作9）CI-----Corporate Identity -------企业识别。
以统一性的标志表示企业的理念、文化以及经营的任务10）Creative Boutique-------创意工作室。
“Boutique”为法语中商店的意思，指专门零售店，特别是指贩卖流行物品、装饰品的商店。
以这种语意为背景，由少数人组成、专门制作广告的公司，便称为小型制作专业广告公司11）Direct Response Advertising----直效广告。
(整理)大众媒介广告术语ABC.
Practical English: 大众媒介广告术语ABCA:above-the-line advertising 线上广告广告代理商能从媒介获得佣金（代理费）的广告，如报刊广告、广播广告、电视广告、影院广告、户外广告等。
account executive (AE) 客户经理广告公司的业务人员职称。
客户经理往往须负责下列工作：1，与客户及内部其他部门共同计划广告（planning）,向各部门传达客户的诉求；2，内部协调（coordination）；3，将广告设计稿提供给客户；4，监督执行政府的有关广告规章和法规（regulatory matters）；5，利润管理（agency profit management）。
客户经理通过计划和协调公司的服务部门，为客户提供更好的服务。
account service 客户服务客户服务是广告代理商的中心工作，肩负着使客户满意从而建立起长期的合作关系，及推动广告代理商内部工作有效运转的任务。
它是广告代理商直接同客户进行沟通、交流的一种功能。
advertising agency 广告代理商习惯上称为“广告公司”，即《中华人民共和国广告法》中所称的广告经营者，一般设有许多职能和业务部门。
advertising campaign 广告活动有时称为“运动”或“战役”。
广告活动包括以下四个重点：制作适当的销售信息、及时传达给受众、选择适当的时机，用合理的成本。
广告主制定一项能测定的目标后，为达到这一目标制定广告战略，然后在市场上执行，包括：广告计划、广告制作、销售及营销等。
advertising department 广告部分为企业的广告部和媒介的广告部。
企业的广告经理负责拟定、审核及实施企业的广告计划。
一般也是负责有关广告的具体工作。
媒介的广告部经理负责出售报刊等的版面，广播、电视的时间等。
airport advertising 机场广告利用机场的候机室及在机场内其他各种场地和设备上制作刊出的广告，也包括在指示牌上制作的广告。
广告英语大全
广告英语大全社论式广告advertorial倡导广告advocacyadvertising伏击式营销ambushmarketing视听材料audiovisualmaterials公告牌bulletingboards社会参与communityinvolvement 企业广告corporateadvertising企业识别广告corporateidentityadvertising展品exhibits危机管理crisismanagement娱乐entertainment特写featurearticles内部通报houseorgan以货代款inkind机构广告institutionaladvertising游说lobbying慈善行为philanthropy 前期市场企业广告marketprepcorporateadvertising营销公关marketingpublicrelation 新闻简报news/pressrelease意见抽样opinionsampling招贴posters传媒炒作pressagentry传媒工具press/mediakit公共事务publicaffairs公共关系户publicrelations公众publics 公共关系广告publicrelationsadvertising宣传publicity招聘广告recruitmentadvertising 声望经营reputationmanagement撰写讲演稿speechwriting赞助sponsorship时间表avails赛场营销venuemarketing新闻通报录像videonewsrelease受众构成audiencecomposition 执行证明书affidavitofperformance受众占有率audienceshare无线电视broadcastTV 一刻平均听众数averagequarter-houraudience一刻平均收听率averagequarter-hourrating一刻平均占有率averagequarter-hourshare交换辛迪加bartersyndication有线电视cableTV单位成本CPP千人成本CPM累积听众数cumulativepersons累积收听率cumulativerating 时段组合day-partmix预定市场区域designatedmarketareas班车时间drivetime首播辛迪加first-runsyndication毛评点grossratingpoints开机家庭HUT存货inventory形象移植imagerytransfer信息式广告informercial互相连接interconnect手册brochures地方时间localtime赔偿条件make-goods广播电视网networks受众总数totalaudience 网外辛迪加off-networksyndication视听率调查服务公司ratingservices赞助sponsorship协办participationbasis占位价格preemptionrate黄金时段primetime节目式广告PLA 节目收率视programrating节止编排形式programmingformats电台指定时间run-of-station点播广播spotannouncement点播广播spotradio总体受众计划totalaudienceplan电视家庭TVHH特高频UHF甚高频VHF广告网络adnetworks广告查询adrequest横幅广告banner阔幅说明书broadsides商业回邮件businessreplymail按钮button有线调制解调器cable-modem目录catalogs光驱CD-ROM点进率click-throughs分类广告Web站classifiedadWebsite点击率clickrate编辑名录compiledlists小甜饼cookies立体创意直邮creativedimensionaldirectmailing直接电脑DirectPC数字互动媒介digitalinteractivemedia直邮广告direct-mailadvertising折页folders 主页homepages专属名录houselists内部刊物houseorgans互动电视interactiveTV互联网Internet互联网服务供应商Internetserviceprovider插播广告interstitial关键词keyword电脑亭kiosk信件公司lettershop名录经纪人listbroker明信片postcards邮件反应名录mail-responselists推播技术pushtechnology销售信函salesletters搜索引擎searchengines邮简self-mailers赞助sponsorship公告书statementstuffers Web浏览器Webbrowser网页WebpageWeb电视WebTV万维网WorldWideWeb 广告调查advertisingresearch态度测试attitudetests中心场所测试centrallocationtests混杂测试cluttertests直接提问法directquestioning试验法experimentalmethod小组讨论focusgroup正试调查formalresearch成见效应haloeffect查询测试inquirytests深度访问in-depthinterview非正式/试调查informalresearch营销调查marketingresearch深度调查技术intensivetechniques营销信息系统marketinginformationsystem,MIS市场markets媒介种类mediaclass媒介调查mediaresearch媒介细分mediasubclass媒介单位mediaunits媒介载体mediavehicles产品merchandise讯息message动机motives非概率抽样nonprobabilitysamples观察法observationmethod事后测试posttesting事前测试pretesting初级信息primarydata投射法projectivetechniques信度reliability 定性调查qualitativeresearch定量调查quantitativeresearch销售测试salestests样本sample随机概率抽样randomprobabilitysamples回忆测试recalltests样本单位sampleunits二级信息secondarydata全面调查survey试验市场testmarket注意度attentionvalue 通用产品代码universalproductcode母体universe效度validity间歇式排期blinking广告印象advertisingimpression广告反应曲线advertisingresponsecurve集中式bursting 受众audience受众目标audienceobjectives品牌开发指数branddevelopmentindex品种开发指数categorydevelopmentindex发行量circulation持续性continuity持续式continuousschedule成本效益costefficiency单位成本costperpoint千人成本costperthousand创意组合creativemix分布目标distributionobjectives有效频次effectivefrequency有效到达率effectivereach暴露值exposurevalue市场、资金、媒介、组合、方法5Ms起伏式flightingschedule频次frequency总印象grossimpressions毛评点grossratingpoints市场markets组合mechanics媒介media媒介策划mediaplanning媒介载体mediavehicles讯息力度messageweight资金money 方法methodology组合媒介法mixed-mediaapproach驱动值motivationvalue视听率rating看见机会opportunitytosee脉冲式pulsingschedule每册读者数readerspercopy到达率reach近期策划recencyplanning路障式roadblocking外溢媒介spillovermedia 增效效应synergy电视户televisionhouseholds发行量审核局ABC出血bleed批量折扣bulkdiscounts行业杂志businessmagazines发行量审核circulationaudit分类广告classifiedads纽约分类广告网络CANNY分类图片广告classifieddisplayads 截稿日期closingdate彩色样品纸条colorstrip混合收费制combinationrates消费者杂志consumermagazines合同收费制contractrate赠阅发行controlledcirculation 联合形式cooperative/co-opprograms千人成本CPM封面日期coverdate插页insert封面位置coverposition购物杂志custommagazine日报dailynewspapers清样proofcopy 人口版demographiceditions图片广告displayadvertising实际收费earnedrates农业刊物farmpublications统一收费制度flatrate香味纸条fragrancestrips价目表ratecard频率折扣frequencydiscounts黄金版位fullposition门式折页gatefold公告publicnotice 地理版geographiceditions基本发行量guaranteedcirculation横向刊物horizontalpublication独立购物指南independentshoppingguide加插刊登通知insertionorder小单元juniorunit 岛形半版islandhalves地方城市杂志localcitymagazine杂志出版人协会MPA媒介采购员mediabuyer媒介标尺调查有限公司MRI全国性杂志nationalmagazines全国性价格nationalrate美国报业协会NAA报纸版面库NSB上市日期on-saledate公开收费制度openrate订阅发行paidcirculation自动弹启式广告pop-upad.自选版位费preferred-positionrates预印广告插页preprintedinserts费率基准ratebase 初级发行量primarycirculation阅读告示readingnotice地区性刊物regionalpublications 任意版位费制ROPadvertisingrates二级读者量secondary/pass-alongreadership欠资收费制shortrate赛蒙斯市场调查局SMRB标准广告单位SAU撕样tearsheets标准收费与数据服务公司SRDS多胞胎版splitruns标准型报纸standard-sizenewspaper 周日增刊Sundaysupplement小报型报纸tabloidnewspaper纵向刊物verticalpublication 三维广告3-Dads数量折扣volumediscounts周报weeklynewspapers目录catalog广告津贴advertisingallowance回购津贴buybackallowance减价促销cents-offpromotion 套装赠送combinationoffer公司大会与经销商聚会companyconventions&dealermeetings消费者销售推广consumersalespromotion联合广告cooperative/co-opadvertising竞赛contest优惠券coupons顾客终身价值customerlifetimevalue数据进入dataaccess 数据管理datamanagement数据库营销databasemarketing直接营销directmarketing 直接反应广告direct-responseadvertising数据库database直接销售战略direct-salesstrategy直接销售directselling陈列津贴displayallowance易地销售diverting游戏game电子优惠券electroniccoupons提前购买forwardbuying广告插页free-standinginserts 店内样品试用in-storesampling联络媒介linkagemedia人员销售personalselling售点材料point-of-purchasematerials什锦袋装样品polybagging奖品premiums拉式战略pullstrategy推销奖金pushmoney/spiffs推式战略pushstrategy部分退款rebates近期、频次、货币方程RFMformula销售推广salespromotion样品试用sampling抽奖sweepstakes货位津贴slottingallowance电话营销telemarketing版权copyright 贸易广告tradeadvertising贸易集中tradeconcentration贸易折扣tradedeals专利patent贸易推广tradepromotion明确表示affirmativedisclosure美国广告联盟AAF美国广告公司协会AAAA全国性广告主协会ANA商业促进局BBB停止/中止令cease-and-desistorder比较广告comparativeadvertising全国广告处NAD 服罪判决书consentdecree消费者保护团体consumeradvocate推荐endorsements消费者信息网络consumerinformationnetworks消费者保护主义consumerism作者author更正广告correctiveadvertising欺骗性广告deceptiveadvertising道德广告ethicaladvertising联邦通讯委员会FCC联邦贸易委员会FTC食品与药品管理局FDA受者receiver知识产权intellectualproperty长期宏观论long-termmacroarguments商标trademark 国家广告审查局NARB国家广告审查委员会NARC非产品事实nonproductfacts营养标识与教育法NutritionalLabelingandEducationAct证实testimonials广告advertising隐私权privacyrights夸大puffery短期操纵论short-termmanipulativearguments社会责任socialresponsibility潜意识广告subliminaladvertising证据substantiation不正当广告unfairadvertising美国专利与商标署U.S.PatentandTrademarkOffice行为广告actionadvertising实际消费者actualconsumer农业广告agriculturaladvertising 自传式讯息autobiographicalmessage知晓广告awarenessadvertising品牌术branding工商广告businessadvertising企业对企业广告business-to-businessadvertising渠道channel辅助材料collateralmaterials消费者广告consumeradvertising消费者consumer译码decode直接反应广告direct-responseadvertising戏剧式讯息dramamessage编码encode农场广告farmadvertising反馈feedback全球性广告globaladvertising商品goods观点ideas形象广告imageadvertising预定消费者impliedconsumer工业时期industrialage工业化时期industrializingage国际广告internationaladvertising 地方性广告localadvertising营销marketing营销传播marketingcommunications营销公关marketingPR媒介medium讯息message叙述式讯息narrativemessage噪音noise全国性广告nationaladvertising非商业广告noncommercialadvertising人物persona非产品广告nonproductadvertising人员销售personalselling后工业时期postindustrialage前工业化时期preindustrialage过程process产品product产品广告productadvertising 专业广告professionaladvertising公共关系publicrelations零售广告retailadvertising 公共关系活动publicrelationsactivities公共关系广告publicrelationsadvertising区域性广告regionaladvertising常规价格广告regularprice-lineadvertising销售推广salespromotion服务services信源source资助性消费者sponsorialconsumers 目标受众targetaudience广告主/出资人sponsor目标市场targetmarket贸易广告tradeadvertising广告讯息advertisingmessage广告计划advertisingplan广告战略advertisingstrategy自下而上式营销bottom-upmarketing战术tacics传播媒介communiciationsmedia企业目标corporateobjectives创意组合creativemix 试验调查法empiricalresearchmethod整合营销传播integratedmarketingcommunication顾客终身价值lifetimecustomervalue营销目标marketingobjectives态度attitude营销计划marketingplan营销战略marketingstrategy关系营销relationshipmarketing 需求一满足式目标need-satisfyingobjectives目标/任务法objective/taskmethod销售百分比法percentage-of-salesmethod产品概念productconcept认知cognition销售定向式目标sales-targetobjectives利益相关者stakeholder目标受众target-audience市场份额法/广告份额法share-of-market/share-of-voicemethod形势分析situationanalysisSWOT分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threatanalysis 自上而下式营销top-downmarketing品牌兴趣brandinterest品牌忠诚brandloyalty企业市场businessmarkets影响中心centersofinfluence消费行为consumerbehavior 有意劝服路径centralroutetopersuation消费者决策过程consumerdecisionmakingprocess消费者市场consumermarkets文化culture现有顾客currentcustomers参考组evokedset 详尽可能性模型ElaborationLikelihoodModel环境因素environment认知learning选择评估evaluationofalternatives评估标准evaluativecriteria交换exchange需要needs 政府市场governmentmarkets习惯habit需要层次hierachyofneed动机motivation工业市场industrialmarkets信息性动机informationalmotives大脑档案mentalfiles人际影响interpersonalinfluences市场market卖主marketers营销marketing被动生成动机negativelyoriginatedmotives非人员影响nonpersonalinfluences刺激stimulus舆论领袖opinionleader集团买主organizationalbuyers感知perception亚文化subculture感知过滤perceptualscreens无意劝服路径periphialroutetopersuasion自我意识self-concept个人过程personalprocesses劝服persuasion生理过滤physiologicalscreens欲望wants 主动生成动机positivelyoriginatedmotives购后失调学说postpurchasedissonance购后评估postpurchaseevaluation潜在顾客prospectivecustomers社会阶层socialclasses心理过滤psychologicalscreens参照人群referencegroups经销商市场resellermarkets 选择性感知selectiveperception认知失调学说theoryofcognitivedissonance效用utility 转换性动机transformationalmotives国际市场transnationalmarkets成长期growthstage地理人口细分geodemographicsegmentation地理细分geographicsegmentation拉pull 隐性差异hiddendifferenees独立品牌individualbrand诱导性差异induceddifferences 密集分销intensivedistribution引入期introductoryphase特许品牌licensedbrand市场细分marketsegmentation营销组合marketingmix成熟期maturitystage定位position全国性品牌nationalbrand网络营销networkmarketing初级需求primarydemand非人员传播nonpersonalcommunication人员型服务people-basedservice宣传publicity 显性差异perceptibledifferences人员传播personalcommunication价格因素priceelement首要需求趋势primarydemandtrend私家品牌privatelabel产品概念productconcept产品因素productelement产品生命周期productlifecycle消费心态细分psychographicsegmentation消费心态psychographic推式战略pushstrategy拉式战略pullstrategy购买时机purchaseoccasion推入push转销商reseller服务service销售推广salespromotion选择性需求selectivedemand选择性分销selectivedistribution 特别事件specialevents标准工业分类代码StandardIndustrialClassificationCodes目标市场targetmarket目标营销过程targetmarketingprocess电话营销telemarketing 使用率usagerates用户身份userstatus垂直营销体系verticalmarketingsystem用量细分volumesegmentation客户主管、客户联络Aes客户策划accountplanning广告代理公司advertisingagency艺术指导artdirectors美术工作室artstudios全国性广告主协会ANA品牌经理brandmanager分类广告classifiedadvertising企业对企业广告公司business-to-businessagency清仓广告clearanceadvertising集中式广告部centralizedadvertisingdepartment联合广告cooperativeadvertising文案copy文案人员copywriters创意工作室creativeboutique创意总监creativedirector分散式体制decentralizedsystem部门式departmentalsystem发展期developmentstage 数字互联媒介digitalinteractivemedia直邮广告direct-mailadvertising差价markup电子媒介electronicmedia手续费——代理费混合制fee-commissioncombination外国媒介foreignmedia全面服务公司fullserviceadvertisingagency集团式groupsystem 普通消费者广告公司generalconsumeragency全球性卖主globalmarketers媒介media 横向联合广告horizontalcooperativeadvertising专属广告公司in-houseagency奖励制incentivesystem独立制作社independentproductionhouse印刷媒介printmedia 独立调查公司independentresearchcompany机构广告institutionaladvertising整合营销传播integratedmarketingcommunications互联广告公司interactiveagency点point国际广告公司internationalagency国际媒介internationalmedia维持期maintenancestage国际化架构internationalstructure地方性广告localadvertising地方广告公司localagency经营总监managementsupervisors媒介购买公司media-buyingservice印刷厂printers 媒介代理费mediacommission跨国公司multinationalcorporations减价广告saleadvertising全国性广告主nationaladvertiser全国性广告公司nationalagency下游公司supplier户外广告outdooradvertising关系预备期prerelationshipstage产品广告productadvertising区域性广告主regionaladvertiser区域性广告公司regionalagency奖品Premiums常规价格广告regular.price-lineadvertising截留费制retainersystem名录Directories 销售推广部salespromotiondepartment推测性提案speculativepresentation展台Booths 直接费制straight-feesystem终结期terminationstage交通广告transitadvertising纵向联合广告verticalcooperativeadvertising网络设计社Webdesignhouse登场Showing 广告礼品advertisingspecialty自动取款机ATM基本巴士单位basicbus陈列品Exhibits 路牌bulletinstructure车内尾部招贴car-endposters电影贴片广告cinemaadvertising 8张招贴eight-sheetposters电子显示屏electronicsigns车内广告牌insidecards陈列媒介exhibitivemedia全面登场fullshowing全球定位系统GPS包装Packaging100露出数100showing户外媒介out-of-homemedia车体招贴outsideposters产品安插productplacement看板Spectaculars标准户外广告standardizedoutdooradvertising成品招贴stockposters优惠赠券take-ones出租车外壳taxicabexteriors艺术Art终点站招贴terminalposters30张招贴架30-sheetposterpanel整车牌位totalbus商业展示会tradeshows交通广告transitadvertising广告讯息advertisingmessage车站棚广州广告transitshelteradvertising录像手册videobrochure指定mandatories 艺术指导artdirection艺术家Artist美术总监artdirector大创意bigidea法官judge 头脑风暴法Brainstorming传播媒介communicationsmedia概念化Conceptualization方案人员Copywriter创意纲要creativebrief创意总监creativedirector非文字Nonverbal创意过程creativeprocess创意金字塔creativepyramid创意creative创造creativity 感性诉求emotionalappeals控险家explorer事实型思维fact-basedthinking技巧technical信息性informational讯息战略messagestrategy产品概念productconcept文字的verbal 理性诉求rationalappeals目标受众targetaudience转换性transformational战士warrior 价值型思维value-basedthinking形象化visualization利益式标题benefitheadlines样片animatic动画技法animationtechniques声频audio艾耶1号式AyerNo.1结尾close 正文bodycopy粗体boldface照相制版camera-readyart表演纲要castingbrief设计design命令式标题commandheadlines末稿comprehensivelayout/comp演示demonstration技巧式正文devicecopy对白/独白式正文dialog/monologcopy旁白donut标题headline 吸引技巧hook图标icon插图画家illustrators企业形象式正文institutionalcopy斜体italic 整合广告integratedcommercial内容段落interiorparagraphs歌谣式jingles标志logotypes肩题kicker布局图layout预备段落lead-inparagraph生活方式式技法lifestyletechniques 助记手段mnemonicdevice音乐式广告musicalcommercials音乐标志musicallogo叙述式正文narrativecopy新闻/信息式标题news/informationheadlines出镜头oncamera 拼版pasteup摄影师photographers图片说明式正文picture-captioncopy印签seal方框图片式布局picture-windowlayout招贴式格式poster-styleformat签名signaturecuts主持人式广告presentercommercial启发式标题provocativeheadlines故事板storyboard 疑问式标题questionheadlines广播人物radiopersonality脚本script生活片段sliceoflife 口号slogans故事板草图storyboardroughs直截了当式straightannouncement正文text 直接推销式正文straight-sellcopy副标题subhead标题句taglines证言testimonial主题句themelines小样thumbnail收尾trialclose图形部分visuals旁白voiceover模拟校样analogproof动画animation合成片answerprint光圈aperture底片baseart 音控台audioconsole出血版bleeds蓝线blueline截止期closingdate色基colorkey照相排版术camera-readyart字符计算式character-countmethod分色colorseparation 电影摄影师cinematographer连续调continuoustones控制室controlroom组排copycast 封面纸coverpaper青、黄、红、黑印刷CYMKprinting数字媒介digitalmedia导演director 数字校样digitalproof数码视频效应装置DVEunits特排字体displaytype复制带dubs拷贝dupes电子制作electronicproduction晒版台纸flats一套铅字font任务夹jobjacket 四色印刷four-colorprocess网目凸版halfoneplate网屏halftonescreen出格kerning 互动电视interactiveTV电脑亭kiosk加空铅leading硬性软片linefilm线画版lineplate 实景真人liveaction外景地location制片场lot指令mandatories合成样片mixedinterlock 公共场所massaudiencevenue母带mastertape助记手段mnemonicdevice制片人producer多媒体演示multimediapresentation正色投影胶片orthographicfilm透明塑料膜overlay 个人场所personalaudiencevenue平台使用费platformlicensing衬线字体serif后期制作阶段postproductionphase开印前阶段prepressphase预备阶段preproductionphase印刷制作经理printproductionmanager印刷制作过程printproductionprocess一场session非公开场所privateaudiencevenue制作阶段productionphase反差套印reverseknockout 复映复播追加酬金residualfee无衬线字体sansserif最低合同工资scale特技specialeffects插播广告spots剥版stripping叠supers演播人员talent自动台词提示器teleprompter 课本纸textpaper正文字体texttype合套trap字系typefamilies排印工艺typography 网页Webpage单词计算式word-countmethod工作样片workprint书写纸writingpaper。
4A广告英语术语全解
4A广告英语术语全解4A广告英语术语全解态度attitude品牌兴趣brand interest品牌忠诚brand loyalty企业市场business markets影响中心centers of influence有意劝服路径central route to persuation认知cognition消费行为consumer behavior消费者决策过程consumer decision making p rocess 消费者市场consumer markets文化culture现有顾客current customers详尽可能性模型Elaboration Likelihood Model环境因素environment选择评估evaluation of alternatives评估标准evaluative criteria参考组evoked set交换exchange政府市场government markets习惯habit需要层次hierachy of needs工业市场industrial markets信息性动机informational motives人际影响interpersonal influences 认知learning市场market卖主marketers营销marketing大脑档案mental files动机motivation需要needs被动生成动机negatively originated motives 非人员影响nonpersonal influences市场细分market segmentation营销组合marketing mix成熟期maturity stage全国性品牌national brand网络营销network marketing非人员传播nonpersonal communication人员型服务people-based service显性差异perceptible differences人员传播personal communication定位position价格因素price element初级需求primary demand首要需求趋势primary demand trend私家品牌private label产品概念product concept产品因素product element产品生命周期product life cycle消费心态细分psychographic segmentation消费心态psychographic宣传publicity拉pull拉式战略pull strategy购买时机purchase occasion推入push推式战略push strategy转销商reseller销售推广sales promotion选择性需求selective demand选择性分销selective distribution服务service特别事件special events标准工业分类代码Standard Industrial Classifi cation Codes 目标市场target market目标营销过程target marketing process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全面服务公司fullservice advertising agency普通消费者广告公司general consumer agen cy全球性卖主global marketers集团式group system横向联合广告horizontal cooperative advertisi ng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 compan y机构广告institutional advertising整合营销传播integrated marketing communic ations 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关系预备期prerelationship stage印刷媒介print media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专利patent隐私权privacy rights夸大puffery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行为广告action advertising实际消费者actual consumer农业广告agricultural advertising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 advertis ing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观点ideas形象广告image advertising预定消费者implied consumer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 adv ertising 营销公关marketing public relation暴露值exposure value市场、资金、媒介、组合、方法Ms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舆论领袖opinion leader集团买主organizational buyers感知perception感知过滤perceptual screens无意劝服路径periphial route to persuasion 个人过程personal processes劝服persuasion生理过滤physiological screens主动生成动机positively originated motives 购后失调学说postpurchase dissonance购后评估postpurchase evaluation潜在顾客prospective customers 心理过滤psychological screens参照人群reference groups经销商市场reseller markets选择性感知selective perception自我意识self-concept社会阶层social classes刺激stimulus亚文化subculture认知失调学说theory of cognitive dissonance 转换性动机transformational motives国际市场transnational markets效用utility欲望wants地理人口细分geodemographic segmentation 地理细分geographic segmentation成长期growth stage隐性差异hidden differenees独立品牌individual brand诱导性差异induced differences密集分销intensive distribution引入期introductory phase特许品牌licensed brand电话营销telemarketing使用率usage rates用户身份user status垂直营销体系vertical marketing system用量细分volume segmentation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 communic ation 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）stren gth/weakness/opportunity/threat analysis 战术tacics 目标受众target-audience自上而下式营销top-down marketing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 ag ency集中式广告部centralized advertising departm ent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copywriter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 com bination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 networ ks消费者保护主义consumerism版权copyright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 E ducation Act 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人员销售personal selling后工业时期postindustrial age前工业化时期preindustrial age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 受众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 社论式广告advertorial广告英语术语——销售用语广告津贴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。
分类广告
分类广告分类广告（Classified Advertising）什么是分类广告分类广告一般是指版面位置相对固定、篇幅相对短小、排列相对规则、内容相对接近的一组广告的集纳，它是为适应市场经济多层次传播的需要而产生的。
分类广告的市场基础纸质媒体所具备的便携性、普及性、可保存性等特点，决定了报纸是刊登分类广告的最佳媒体高信息含量、定位科学的分类广告，这是报纸与其他媒体进行竞争的利器。
读者一般会主动接受对他们具有直接效用的分类信息，对分类信息的阅读兴趣可以带来报纸的高传阅率。
分类广告的经营方法1．细化行业，科学分类。
科学分类，是为了使读者便捷查找和提高阅读效率，经营者也可从中深度挖掘广告市场。
为此，分类广告的行业细分，不仅要根据企业经济领域、商业销售领域和社会生活领域进行分类，还要注意对服务中介领域进行细分，特别应着眼于对利润小、规模小、区域性的广告主的行业细分，以尽最大的广度和深度挖掘社会分类信息资源。
2．版面简洁，整齐划一。
由于分类广告集中排印，很容易挤成一团造成视觉疲劳，从而影响广告效果，因此版面设计上要注重科学、美观、简洁、实用，使分类广告名副其实。
这就要求经营者在内容的拓展、版面的美化以及分类的科学性这三大要素之间做到和谐统一，做到排列整齐、分类明晰、行距适宜、版面清晰。
如刊发分类广告的文字信息不得小于报纸字号，刊发行数要规范，一般最多不宜超过15行，并尽量安排在相应固定的版位，以利于引导读者阅读，增强版面的影响力和培养阅读习惯。
另外，分类广告各类别栏目的题目设置要醒目，最好加一特定图标，使题目更加突出，也可活跃版面，各类别和各类别之间，类别题目和类别内容之间应适当留有空白，这样，整体版面就会显得清新、整齐、简洁。
3．完善价格，服务客户。
根据广告客户的经济能力、广告信息的类型以及市场拓展的可能性，制定不同价格系列。
分类广告经营不宜简单地制定单一价格，这样会把部分客户拒之门外。
分类广告是一项突出服务性的广告经营活动。
分类广告
分类广告————————————————————————————————作者：————————————————————————————————日期:ﻩ网络分类广告是充分利用计算机网络的优势，对大规模的生活实用信息,按主题进行科学分类，并提供快速检索的一种广告形式。
网络分类广告实用性:以生活实用信息为主，满足大众日常生活需求。
主动性:干扰和强迫成为传统广告传播的通行规则，已经造成受众的排斥。
网络分类广告按主题归类,消费者根据需要可以主动阅读，因而越来越受到消费者的喜爱。
规模性：大量同类的广告放在一起，形成网上“行业超级市场”,方便消费者比较选择，凸现规模效应。
廉价性:发布一条网络分类广告一天只需几块钱,广告主可以长期发布，从而形成“鹅毛效应”自助性:广告主足不出户,就可以将文字、图片等丰富的广告内容发布在网络上。
编辑本段报纸分类广告报纸分类广告定位是生活的需求广告,它和工商广告的区别在于，一般的工商广告注重的是宣传产品的品牌,而分类广告注重的是消费者的主动阅读,它是一种主动阅读广告。
这样被消费者接受的机会也就更大些。
信息数量多:一般报纸的分类广告都是多达几百条,如华西都市报每天的信息多达60０条以上。
信息种类多：一般报纸的种类都在60个以上,这样供消费者的选择就更多。
阅读性强:报纸的分类广告,主要是针对市民需要的信息进行发布,所以它的阅读性远远强于工商广告。
便于保存:和电视广告不同的是，它很便于保存。
编辑本段分类广告分类广告的定义网络分类广告是一种全新的网络广告服务形式，主要满足企事业单位和个人商户在互联网上发布各类产品和服务广告的需求，并为广大网民提供实用、丰富、真实的消费和商务信息资源。
与传统媒体分类广告相比,网络分类广告容量大,表现形式多样化、立体化,可查询、收藏信息。
在形式上，分类广告一般是指版面位置相对固定、规格较小的非工商广告,多数情况下“扎堆”出现，并按行业划分开,以便于浏览者查找。
广告行业术语介绍
一、4A是什么意思4A的本意是美国广告公司协会（American Associato of advertising Agencies）的缩写，4A协会对成员公司有很严格的标准，所有的4A广告公司均为规模较大的综合性跨国广告代理公司。
它成立于1917年的美国圣路易斯，是全世界最早的广告代理商协会。
二、职位描述1）AE----Account Executive -------客户代表，或是客户执行。
□代表广告公司接受广告主各种业务，并负责整体执行的人2）Account Group -------业务小组。
□广告公司内负责某特定客户之工作小组。
以AE为中心，成员包括行销企划、创意、媒体等工作人员。
替客户执行广告企划没定、广告表现制作、媒体安排等业务3）Appeal Point------诉求点。
□广告讯息中，最能打动消费者心理，并引起行动的重点4）Brain Storming-----动脑会议□可自由发想，不受限制地讨论的会议5）Brand Image------品牌形象。
□消费者对商品品牌之印象。
6） CF----Commercial Film-----广告影片。
□不是电视广告脚本7）Competitive Presentation ；Pitch----------比稿。
□有的广告主不会将广告计划立即委托一家广告公司，而是让多家广告公司彼此竞争，再从中选择最优秀、最满意的广告公司8） Copywriter------文案（撰文人员）。
□负责广告文案的专门写作9） CI-----Corporate Identity -------企业识别。
□以统一性的标志表示企业的理念、文化以及经营的任务10）Creative Boutique-------创意工作室。
□“ Boutique”为法语中商店的意思，指专门零售店，特别是指贩卖流行物品、装饰品的商店。
以这种语意为背景，由少数人组成、专门制作广告的公司，便称为小型制作专业广告公司11）Direct Response Advertising----直效广告。
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。
网络广告及其收费模式
网络广告常见种类及其收费模式1. 网络广告的分类和特点目前常见的网络广告形式及其简介整理如下：（1）横幅式广告（banner）：以GIF、JPG等格式建立的图象文件，大多用来表现广告内容，同时还可使用Java等语言使其产生交互性，Shockwave等插件工具增强表现力。
横幅式广告是最早的网络广告形式。
横幅式广告有一定的尺寸标准，来反映客户和用户的双方需求和技术特征。
目前横幅式广告可分为静态、动态、和交互式。
（2）通栏式广告：是横幅式广告广告的一种升级。
横幅式广告出现的初期用户认可程度很高，有不错的效果。
但是伴随时间的推移，人们对横幅式广告已经开始变得麻木。
于是广告主和媒体开发了通栏式广告，它比横幅式广告更长，面积更大，更具有表现力，更吸引人。
一般的通栏式广告尺寸有590*105、590*80等，也已经成为一种常见的广告形式（3）弹出式广告（pop-up ads）：透过用户在进入网页时，自动开启一个新的浏览器视窗，以吸引读者直接到相关网址浏览，从而收到宣传之效。
这些广告一般都透过网页的JavaScript指令来启动，但亦有透过其他形式启动的。
由于现时过份泛滥，很多浏览器或者浏览器组件也加入了拦截弹出式窗口的功能，以屏蔽这样的广告。
弹出式广告不一定会在浏览器的最上层出现，有部份弹出式广告刻意的把自己安排在视窗的最底层，或把自己缩少隐藏，意图在用户不为意的情况下搜集用户的上网行为或下载及安装未经用户许可的软件或插件。
这种行为，大多数用户都认为已属于滋扰性。
（4）按钮式广告（button）：是一种小面积的广告形式，这种广告形式被开发出来主要有两个原因，一方面是可以通过减小面积来降低购买成本，让小预算的广告主能够有能力进行购买．另一方面是更好的利用网页中比较小面积的零散空白位．常见的按钮式广告有125×125，120×90，120×60，88×31四种尺寸．在进行购买的时候，广告主也可以购买连续位置的几个按钮式广告组成双按钮广告，三按钮广告等，以加强宣传效果．按钮式广告一般容量比较小，常见的有JPEG、GIF、Flash三种格式。
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。
商务英语专业术语短语中英对照
abandonment charge 背弃费用absolute par of exchange 绝对外汇平价abritrage rate 套汇汇率above par 超过票面价值acceptance commission 承兑手续费acceptance fee 认付费acceptance for honor 参加承兑acceptance house 期票承兑行acceptor for honor 参加承兑人accepting bank 承兑银行accepting charge 承兑费accident beyond control 非人为事故account payable 应收帐，应付未付帐account purchase 赊买account receivable 应收帐款，应收未收帐account sales 销货帐，销货清单account of goods sold 销货帐目account of receiptsand payments 收支帐目account year 会计年度accounting statement 会计报表accounting unit 会计单位accrued expense 应计费用accrued item 应计项目accumulation of capital 资本积累acknowledgement 回单acknowledgement of orders 订单确认act of God 天灾acting manager 代理经理active demand 畅销actual cost 实际成本actual liabilities 实际负债actual price 实际价additional expense 追加费用additional order 追加订货additional premium 追加保费adjustment of exchange rate 调整汇价advalorem duty 从价税advance in price 涨价advance payment 预付款advance price 增价advance sample 预样advance settlement of exchange 预交外汇advance surrender ofexport exchange 预交出口外汇advice of arrival 到货通知advice of charge 付款通知书advice of shipment 货运通知advice of drawing 支票通知书advising bank (notifying bank) 通知银行advertisement matter 广告邮件advertising agency 广告社、广告代理advertising expense 广告费advertising media 广告媒体affiliated company 附属公司，联盟公司after charge 附加费率after date 日后，发票后after sight 见票后照付affidavit of export 出口宣誓书A grade 甲级（货品）against all risks 保全险agency agreement 代理协议agency contract 代理契约agent service 代理服务agreed upon 同意，商定agricultural products 农产品air-borne goods 空运货物air freight 航空运费air mail 航空邮件air-mail service 航空运寄air transportation insurance 空运保险all risk 全险all round price 包括一切费用价格all sorts of goods in stock 各种货物齐备allied company 联营公司alongside delivery 船边交货allowance on sales 销货折口alter an agreement 变约amicable allowance 友好让价amicable settlement 友好解决amount insured 保险金额amount of exports 输出额amount of imports 输入额analysis certificate 化验证书analysis report 化验报告announcing removal 迁移通知annual income 年收入annual interest 年息，年利annual production 年产量annual report 年报，决算书，年度财务报告anticipated buying 预期购买applicant for the credit 信用证申请人application fee 申请费application for conversion 折换申请书application for export permit 出口许可证申请书application for importof foreign goods 外货进口报单application for importation ofcontrolled commodities 管制货物进口申请书application for letterof credit 开发信用证申请书application fornegotiation of draftunder letter of credit 出口押汇申请书application for outwardremittance forapplication for space 舱位申请书application to passgoods through the custom 报关单apply by letter 通信申请apply in person 亲自申请apply for a position 申请职位apply for information 探询消息apply for remittance 托汇appointed store 指定商店appreciation of money 货币增值arbitrage of exchange 套汇arbitration clause 仲裁条款arbitration of exchange 汇兑率裁定army supplies 军需品arrival at port 入港arrival notice 到达通知articles made to order 订制品articles of luxury 奢侈品artificial flower 人造花as agreed (contracted) 按照合同as per sample 与样品相同Asian-dollar market 亚洲美元市场ask the price of 询价assignment clause 转让条款assignment of policy 保险单转让assistant manager 协理，副经理as soon as possible shipment 立即送运at a discount 折扣at a premium 超过票面之价值at a profit 获利，赚钱at sight 见票即付，即期at the market 照市价at par 平价auction price 拍卖价authority to purchase 购买委托证authority to pay 委托付款证average cost 平均成本average tare 平均皮重average unit cost 平均单位成本average unit price 平均单价average weight 平均重量award of bid 决标，定标Bback to back creditexport first 输出为先的对开信用证back to back L/C 对开信用证back to back creditimport first 输入为先的对开信用证back Valvation 倒起息bailee clause 受托人条款balance of payment 收支差额balance of trade 贸易差额balance sheet 资产负债表balance sheet analysis 资产负债俵分析bale breaking 松包bank acceptance 银行承兑bank balance 银行（存款）余额bank bill 银行票，纸币bank's buying rate 银行购买汇率bank's letter of credit 银行信用证bank charges 银行手续费bank commission 银行佣金bank draft 银行汇票bank holiday 银行假日bank hours 银行营业时间bargain offer 减价优待bargain sale 大减价barter arrangement 易货协议barter system 易货交易制basic price 底价be booked up 预定一空be booked for 购票be engaged in export 作出口bank notes 银行兑换票，钞票Bank of China 中国银行bank of commerce 商业银行Bank of Communications 交通银行Bank of InternationalSettlements (BIS) 国际清算银行Bank of Taiwan 台湾银行bank rate 银行贴现率bank reference 银行备咨banker's acceptance 银行承兑，银行信用证banker's credit 银行承兑汇票be held responsible for 应负赔偿责任be in default 不履行（契约）be in demand 销路好，有需要be in vogue 流行中be kept upright 保持正立bear (short) 空头bear a loss 负担损失bearish market 疲软市场become ( or fall) due 期满bedrock price 最低价berth terms 定期船条款best in quality 品质最优best seller 畅销品，畅销书be out of vogue 不流行beware of fire 小心火烛B grade 乙级bid bond 投标押金bid price 标价bid rate 买方出价，投标bilateral clearing 双边清算，记帐协定bilateral trade 双边贸易bilateral contract 双边契约bill accompanied by document 跟单汇票bill at sight 见票即付bill for collection 托收票据bill of exchange 汇票，押汇，国外汇票bill of landing 货运提单bill payable 应付帐bill purchased 出口押汇bill receivable 应收帐bill unaccompanied by 光票bill undue 期票未到bill with letter of credit 凭信用证汇票bill without letter of credit 无信用证汇票blank bill 空白票据blank check 空白支票blank endorsement 空白背书blank order forms 空白订单blue chip 上选股票board of administration 董事会board of directors 董事会board of supervisors 监事会bona fide 出于善意bonded warehouse 保税仓库bonded goods 保税货borrow money 借钱borrow money from (of) 由.....借钱bottom price 最低价boycott foreign goods 抵制外货branch office 分公司breach a contract 违约，背约break an agreement 违约，背约break bulk 下货，卸货break even 不赚不赔break even point 损益两平breat rate 破约汇率breakage 破损brisk (active;lively) 生意兴隆broker 经纪人brought down 移入下页brought forward 承上页bulk cargo 散货bulk sale 大宗卖bull market 上涨行情business card 商业名片business correspondence 商业通信business English 商业英语business expenses 营业开销business hours 营业时间business letters(commercial letters) 商业信函business-like 商业化的business school 商业学校business year 商业年度buy at a bargain 买得便宜buyer's market 买方市场buying agent 买方代理人buying and selling onbuying contract 买货契约buying expenses 购买费用buying price 买价buying power 购买力buying rate 买入汇率by mutual consent 双方同意by parcel post 包裹运寄by the gross 整批by the hour 按钟点by weight 按重量Ccable address(telegraphic address) 电报挂号cable charge 电报费cable cofirmation 电报确认书cable transfer 电汇calendar year 日历年度call option 买入期权，看涨期权can afford to 买得起cancel (write off) 取消capital account 资本账户capital in trade 本钱capital market 资本市场carbon copy 副本card-board box 纸板箱care of (C/O) 转交cargo in bulk 散装货cargo insurence 货物险cargo vessel 货轮carrying charge 储存费用carrying cost 储存费用carriage forward 运费由收货人支付carriage paid 运费预付carton box 硬纸盒，纸箱cash against delivery 付款交货cash against document 凭单据付款cash and carry 现金出货cash before delivery 付款后交货cash on arrival 货到付现cash on delivery(C.O.D) 货到付现cash price 现金价格cash purchase 现金购买cash receipts 现金收入cash register 出纳机cash with order 订货付款cashier's check 本票caution mark 小心标志ceiling price 最高价格Central Bank 中央银行Central Trust of China 中央信托局centralized purchasing 集中采购certificate and list ofmeasurement and/or weight 产量证明书certificate for advancesurrender of export exchange 预交出口外汇证明书certificate of analysis 化验证明certificate of inspection 检验合格证明certificate of import license 进口证明certificate of origin 原产地证明书certificate of shipment 出口证明书certificate of weight 重量证明书C grade 丙级（指货品）C.F. price 货价及运费价格chain stores 连锁商店chairman of board of directors 董事长chamber of commerce 商会charge for remittance 汇费charges paid 付讫费用charge (a sum) to one's account 记某人帐charter by time 论时收费charter by voyage 论航次收费chartered bank 指定银行cheap clearance sale 清仓贱卖cheap labor 便宜劳力check, cheque 支票，核对check mark 核对符号check payable to bearer 无记名支票check to bearer 不记名支票check to order 记名支票checking account 支票账户chemical works 化学工厂CIF value 到岸价格chief executive 董事长circular letter 传单circular letter of credit 循环信用证civil commotion 内乱claim for damages 要求赔偿损失claim for proceeds 应得价款之要求claim letter 赔偿要求书classified advertisements 分类广告clean bill 光票，清洁汇票clean bill of lading 清洁提单clean draft 光票，普通汇票clean floating 清洁浮动clear a port 出港clear a ship 卸货clearing house 票据交换所clearance sale 清仓大贱卖clerical error 记录错误close an account 结帐close inspection 严格检查closing quotation 收盘，收市行情closing rate 收盘汇率closing time 下班时间C.O.D; Cash on delivery 交货收款code number 标号数码code telegram 密电collated telegram 校对电报collecting agent 代收人collecting bank 代收银行collecting bill 收款汇票collection charges 代收费collection expenses 收款费用collection fees 收款费collection letter 收帐费collection of bills 代收汇票combined offer 联合报价come into operation 开始运作come into the market 进入市场come into vogue 开始流行comfirming bank 确认银行commence business 开始营业commercial abbreviations 商业略字commercial agent 代理商commercial agreement 商业合约commercial attache 商务参事commercial bank 商业银行commercial center 商业中心commercial bill 商业票据commercial credit 商业信用，商业信用证commercial correspondance 商业通讯commercial documentaryletter of credit 跟单信用证commercial letter of credit 商业信用证commercial paper 商业文件commercial profit 商业利润commercial relations 商业关系commission agent 代理商commission agency 代理贸易commission business 委托贸易commission broker 经纪人commission house 抽佣商行commission merchant 代理商commission sale 代售commodity price 商品价格common carrier 运输业者comparative advantage 比较利益competitive demands 竞争需求competitive market 竞争市场competitive price 公开招标价格compilation of statistics 编制统计complaints and claims 抗议并索赔consecutive numbers 连号condition sale 有条件销售conditional endorsement 有条件背书conditional acceptance 有条件认付conditional sales contract 有条件售货契约conference freight rate 协议运费coference tariff 公会议决运费表confirmed letter of credit 保兑信用证confirmation of order 订货承诺书confirmatory sample 确认样本confirming bank 确认银行considerable orders 大量订货consigned goods 寄售品consignment note 寄售通知书constructive total loss 推定全损consulate invoice 领事签证发票consular fee 领事签证费consular invoice 领事发票consumer demand 消费者要求，需求consumer goods 消费品consumer market 消费者市场container service 货柜运输contract for future delivery 订期货contract for purchase 承买contract goods 契约货品contract of sale 卖契control of foreign exchange 外汇管制conversion rate 折合率conversion table 换算表convertable currency 自由兑换货币Co-operative Bank of Taiwan 台湾合作金库copy of draft 汇票誊本corner the market 垄断市场correspondent bank 往来银行corrugated paper box 瓦楞纸盒cost and freight 货价加运费cost insurance and freight 货价，运费加保险cost, insurance,freightand commission cost 到岸价格加佣金（包括保险和运费）cost insurance,freightcommission and interest 到岸价格加佣金和利息cost, insurance, freightand exchange 到岸价格加兑换费cost free 免费奉送cost of goods sold 销货成本cost of labor 劳工成本cost of living 生活费cost of living index 生活指数cost of material 原料成本cost of maintenance 维持费cost of manufacture 制造成本cost of marketing 销货成本cost of operation 作业成本cost of production 生产成本cost of reproduction 复制成本cost of sales 销售成本cost of transfer 转移费用cost of transportation 运费counterfeit note(bill) 伪钞counterfeit trade-marks 伪商标counter L/C 对开信用证country of origin 原产地cover note 担保书cover letter 附信craft, etc. clause 驳船等条款credit analysis 信用分析credit card 信用卡credit information 信用报告credit inquiry 信用调查credit note 付款票credit sale 赊卖credit side 贷方cross out (off) 注销，取消cross rate 套汇汇率，套价cubic foot 立方尺cubic inch 立方寸cubic meter 立方公尺cubic yard 立方码cubic measure 容积，体积currency areas 货币区域current information 现行消息current price 时价current price on market 行市，市场价current rate 现价，当日汇率current year 本年度custom made 定制customs broker 报关行customs clearing charges 报关费customs duties 关税customs entry 海关手续customs invoice 海关发票customs warehouse 海关仓库customary discount 常例折扣customers' account 客户帐目cut down one's expenditures 节省开支cut down the price 减价Ddaily expenses 每日费用daily interest 每日利息daily necessities 日用品daily pay 日给工资daily reports 日报damaged goods 毁坏物品dangerous goods 危险货物date due 到期日date of contract 签约日期date of delivery 发货日date of draft 发票日期day of maturity 到期日dead weight cargo 重量物品deadweight ton 重量吨deadweight tonnage 载重吨位deal on credit 赊帐买卖商人debit note 账单debit side 借方debit and credit 借贷decimal fraction 小数decimal point 小数点deck cargo 甲板货物deck rate 甲板运费率declare at the customs 报关declaration 申报declaration for exportation 出口报关单declaration for importation 进口报关单decreasing cost 递减成本deduct money 扣钱deferred payment 延期付款delay in payment 延期支付delay shipment 延期装船del credere 买主资力保证费del credere agents 保证买主资力的代理商decline an order 谢绝订货deliver the goods 交货，送货delivery order 提货单demand bill 即期汇票demand draft 即期汇票demand price 需求价格deposit account 存款账户deposit at bank 银行存款deposit certificate 银行存款单depressed market 市面清淡deputy manager 副经理description of goods 货物摘要design of products 产品设计design paper 图案纸despatch money 快递费detained goods 扣留货物developed countries 发达国家development bank 开发银行development cost 开发成本development expenses 发展费用direct mail advertising 直接邮寄广告direct price 直接价格direct quotation 直接报价direct sales 直接出售direct trade 直接贸易director board 董事会directory of importersand exporters 贸易商名录dirty bill of lading 有债务提单discharging expenses 卸货费用discount a bill 扣减期票discount rate 贴现率dishonor check 不兑现支票dishonored bill 退票district bank 区域银行divisible L/C 可分割信用证division of labour 分工division of work 分工document against acceptance 承兑交单document against payment 付款交单document of shipping 装货单据documentary acceptance bill 承兑汇票documentary bill(draft) 押汇，跟单汇票documentary credit 押汇信用证dollar countries 美元国家dollar loan 美金借款dollar shortage 美金缺乏domestic bill 国内汇票domestic communication 国内交通domestic economy 国内经济domestic letter of credit 国内信用证domestic market 国内市场domestic products 国货domestic telegrams 国内电报do not drop 不可抛落do not turn over 不可倒置Dow Jones average 道琼指数down payment 分期付款之订金draft for remittance 汇票draft on demand 即期汇票draft or note payable to bearer 凭票即付draw a bill 出票draw up a contract 拟合同dual-use packaging 双重用途的包装due date 到期日dull market 市面冷淡dull sale 滞销duplicate 副本，复本duplicate copy 副本duplicate invoice 副联duplicate of draft 汇票复本duplicate sample 复样dutiable goods 应完税货品duty free 免税duty free goods 免税商品duty paid 关税已付duty paid terms 通过海关后交货条件duty unpaid 关税未付Eearning power 回收获利率economic growth 经济成长economic policy 经济政策economic take-off 经济起飞eight-hour system of labour 八小时工作制elastic demand 弹性需求electric appliances shop 电器行electric power cost 电力成本electronic computer 计算机，计算器electronic transfer 电汇embargo on the export of gold 禁止黄金出口empty forms 空白表endorsed in blank 空白背书endorsement in blank 无记名签批endorsement to order 指派式背书enter into an agreement 订约enter into(make) anentrance fee 会费，入场费equlibrium;balancing 平衡equilibrium price 平衡价格establish a business 创业estimated cost 预算费用estimated market value 估计市价estimated revenue 岁入预算estimated statement 估计表European Common Market 欧洲共同市场exact interest 抽息exact quantity 确数examine goods 验货ex bond 关仓交货价exchange bank 汇兑银行exchange clause 汇兑条款exchange control 汇兑管制exchange fluctuations 汇兑变动exchange fund 汇兑资金exchange of commodity 货品交易exchange rate 汇率ex dock 码头交货价execute an order 接受订货execute one's promises 履行契约exempt from taxation 免税ex factory 工厂交货价ex lighter 驳船交货ex mill 工厂交货价ex pier (wharf) 码头交货价expiration notice 到期通知书expiring date 到期日expiry date 有效期限ex plane （空运）飞机上交货价ex plantation 农场交货export agent 出口代理商export bill 出口汇票export for collection a/c 托收出口汇票科目export bill of lading 出口提货单export credit insurance 出口信用保险export declaration 出口申报书export duties 输出税，出口税export insurance 出口保险export licence 出口许可证export loan 输出贷款export merchant 出口商export order 出口订单export packing 出口包装export permit 出口许可export processing 加工出口export quotas 出口配额export sales 外销export trade 出口贸易express fee 快递费express mail 快递邮件ex rail 铁路边交货价ex ship 船上交货价ex store 仓库交货，店铺交货价ex store terms 店铺交货条件external trade 对外贸易extra charge 额外费用extra discount 额外折扣extra expense 额外费用extra work 加班extra premium 额外保险费extravagent price 过高的价格ex works 工厂交货价ex works terms 工厂交货条件ex warehouse 仓库交货价ex warehouse terms 仓库交货价条件ex wharf 码头交货价Fface value 面值，票面factory expenses 制造费用factory planning 工厂计划factory report 工厂报告factory supplies 工厂供应品facsimiles ofauthorized signatures 有权签字员样本failed bank 破产银行fair average quality 中等品质fair average sample 平均中等样品fair market value 公平市价fair price 平价fair trade 公平交易fall(or become) due 到期（支票），期满falling price 跌价family size 家庭用特大号farm produce 农产品favorable balance 有利差额favorable trade balance 出超field service 就地服务fill your order 供应订货firm offer 肯定报价financial analysis 财务分析financial ability 财力financial circle(world) 金融界，财经界financial condition 财务状况financial expense 财务费用financial investigation 财务调查financial position 财务状况financial report 财务报告financial statements 资产负债表fine gold 纯金finished goods 成品，制成品finished product 制成品firm offer 实盘firm order 定期订货firm price 固定价格fire risk 火险fire policy 火灾保险fiscal year 会计年度first quality 上等品质fixed cost 固定成本fixed prices 固定价格fixed rate 固定率floor price 底价，最低价flour mill 面粉厂fluctuation 物价波动，涨落fluctuating market 变动市场for account of 在某人帐上for sale 廉价出售foreign capital 外国资本foreign currency 外币foreign exchange 外汇foreign exchange control 外汇管制foreign exchange market 外汇市场foreign exchangeforeign exchange reserve 外汇准备foreign mail 外国邮件foreign trade 对外贸易formal contract 正式合同formal notice 正式通知form of application 申请表forward agent 运送经纪人forward business 期货交易forward exchange 远期汇兑forward exchange transaction 远期外汇买卖forwarding agency 运输业forwarding agent 运输商forwarding business 运输业free alongside ship (FAS) 船边交货价free enterprise 自由企业free foreign exchange 自由外汇free goods 免税品free in 包括装船费在内的运费free in and out 包括装卸费在内的运费free of all average 全损赔偿free of capture &seizure clause 扣押免责条款free of charge 免费free of cost 免费赠送free of expense 免费freight paid to...terms 运费预付至...条件free of tax 免税free on board (F.O.B) 船上交货价free on board shipping point 起运点交货free on board destination 目的地交货free on rail 火车上交货价free on truck 卡车上交货价free overside 输入港船上交货价格freight broker 货运经纪人freight charges 运费freight forward 运费待收，运费有提货人支付freight paid 运费付讫freight payable on delivery 货到付运费freight prepaid 运费先付freight to be collected 运费待收freight to collect 运到收费freight ton 装载吨freight train 运货列车frozen foods 冷冻食品fulfil the terms 履行条款full service 完全服务full state trading 完全国营贸易functional expense 业务费用future market 未来市场Ggain profit 得利益，利润general affairs 总务general agents 总代理General Agreement onTrade and Tariffs 贸易及关税总协议general average 共同海损general cargo 普通货general cargo rate 一般货物运费率general letter of hypothecation 一般押汇质押书general offer 一般发价general terms and conditions 一般交易条件gift coupons 赠券gift shop 礼品店good merchantable quality 标准品，上等可销货物goods in bond 保税货物goods in process 在制品goods in stock 存货goods in transit 在运品goods on consignment 寄销商品grace period 宽限，优惠时间grand prize 特奖grand sale 大减价grand total 总计gross amount 概数gross average 平均毛额gross imports 进口总数gross proceeds 总货价收入gross sales 销货总额gross weight 总重量Hhalf finished goods 半成品half & half 对半half price 半价half price ticket 半价票handicraft 手工业，手工handicraft industry 手工业hands off 不准动手handle with care 小心轻放handle with great care 特别当心handling expenses 处理费用harbor burear 港务局harbor dues 港税hard goods 金属品head (main) office 总局，总部，总行health certificate 卫生证明书heavy weight goods 重量货物high class 高级high interest rate 高利贷high price 高价highest possible price 最高价holding company 控股公司home industry 国内工业home-made 自制的home market 国内市场home products 国产home trade 国内贸易Billegal payment 非法付款illegal profit 非法利益immediate delivery 即刻交货immediate payment 实时付款immediate shipment 即刻装船imported goods 进口货import agent 进口代理商import bill 进口汇票import cargoes 进口货物import credit 进口信用证import commission house 进口代理商import declaration 进口声明书import duties 进口税import letter of credit 进口信用证import licensing system 进口许可证import merchant 进口商import permit 进口证import price 进口价格import quota 进口限额import tariff 进口税则import trade 进口贸易import withoutexchange settlement 不结汇进口imported goods 进口货incidental expenses 杂费，车马费incorporated company 有限责任公司increasing cost 递增成本increasing expense 递增费用incur losses 蒙受损失in demand 顾客需要indirect cost 间接成本indirect damage 间接损害indirect expenses 间接费用indirect labor 间接劳工indirect trade 间接贸易inflation 通货膨胀inflation policy 通货膨胀政策inflationist 通货膨胀论者in force 有效informal agreement 非正式契约inherent defect 固有缺陷inherent vice 固有缺陷（保险）inland bill of lading 内陆提单inland bill oflading clause 内陆提单条款inquiry agency 调查所，征信所inquiry sheet 询价单inspection andcertificate fee 检验证明费用inspection report 检验报告书installment delivery 分期交货institute cargo clause 货物附带条款，协会装船货物条款in stock 有存货insurance amount 投保金额insurance broker 保险经纪人insurance business 保险事业insurance certificate 保险证明书insurance company 保险公司insurance expenses 保险费用insurance premium 保险费insured amount 保险金额interest per annum 年息interest rate 利率interested party 有意者interior transportation 国内运输international Chamberof Commerce 国际商会international market 国际市场international Monetary Fund 国际货币基金组织international parcel 国际包裹international relation 国际关系international Shippinginternational trade 国际贸易international tradein transit 业经装船introductory offer 宣传品，推荐品invisible exports 无形出口invisible trade 无形贸易invite to tender 招标invoice amount 发票额invoice for sales 销售发票invoice price 发票价目invoice weight 发票所开重量inward documentary bills 进口押汇票iron straps 铁皮条iron works 铁工厂irrevocable credit 不可撤消信用证irrevocable letterof credit 不可撤消信用证issuing bank (opening bank) 开证银行，发行银行issuing date 开证日期，发行日期items of business 经营项目Jjoint account 共同结算，联合账户joint cost 联合成本joint enterprise 合办事业，共同事业Kkeep cool 放置冷处，保持凉爽keep dry 保持干燥keep flat 平放keep out of the sun 避免阳光keep upright 竖放key currency 主要通货key industries 基本产业Llabor force 劳力labor market 劳工市场labor movement 劳工运动labor problems 劳工问题landed price 包括起货费用在内价格landed terms 岸上交货landing certificate 登岸证large order 大批订货latest market reports 最近市场报告leading article 吸引顾客的东西leading market 主要市场leakage proof 避漏legal interest 法定利息legal price 法定价格legal rights 法定权利legal tender 法定债款legal weight 法定重量length,capacity andless than carload rate 不足一辆货车运费率letter of advice 发货通知单，汇票通知单letter of assignment 转让书letter of authorization 权利书，委托书letter of confirmation 证实书，确认书letter of credit (L/C) 信用证letter of guarantee 保证书letter of hypothecation 押汇负责书letter of inquiry 询价信letter of introduction 介绍信letter of indemnity 赔偿保证书letter of notice 通知单letter of recommendation 推荐信letter of reference 调查信，保证信letter reference number 备查号码letter transfer 信汇letter telegram 书信电报licensing of export 出口许可licensing of import 进口许可licensing system 许可制度light cargo 轻量货品lighterage 驳船费high interest rate 高利率limit prices 限价limited liabilityline of business 营业范围line of credit 信用透支，融通额度liquid goods 液体货物list of award 决标单list price 定价loading charges 装货费loading expense 装货费用local L/C 本地信用证local products 土产local retailers 本地零售商local wholesaler 本地批发商long term 长期long term agreement 长期合同long(gross) ton 大吨，英吨lose one's interest 对...失去兴趣lose one's market 失去买卖的机会loss capital 损失本金lost check 遗失支票lost time 浪费时间low grade goods 劣货low in price 低价low price 廉价low quality 品质低劣lowest bidder 最低价标商lowest possible price 最低价lowest quotations 最低报价Mmachine cost 机器成本machinery and equipment 机器及设备machinery and tools 机器及工具machinery equipment 机器设备mail order 邮购mail remittance 信汇mail transfer 信汇mailing list 邮寄目录major product 主要产品make an offer 还价，出价make a profit 在...上赚钱make a quotation 开价make compensation 补偿make money 赚钱make reservations 订位，订房间，附保留条件（在契约上）make to order 定制managing director 常务董事manner of packing 包装方式manufacturer's agent 厂商代理人manufacturing cost 制造成本manufacturing expenses 制造费用margin money 预收保证金marine risks 水险maritime transport 海运market price 标明价目mark down 减价，记帐mark up 涨价，记帐market analysis 市场分析market day 市集，定期市场，交易日market demand 市场需要market feeling 市场人心market place 市场，商业中心地market potential 市场潜力market report 市场报告market value 市价，时价marketing expenses 销售费用marketing research 市场调查marketable goods 易销货物marine cargo insurance 海上运输保险marine insurance 海上保险费marine products 海产品marine policy 水险保单marine risks 水险mass media 大众传播工具mass production 大量生产master contract 主约master's receipt 收货单materials shortage 材料缺乏material supplies 材料供应maximum capacity 最高（生产）能力maximum price 最高价measurement cargo 轻量货品measurement goods 容积货品measurement tons 容积吨measurement ton method 容积吨计量法medium quality 中等货meet one's liabilities 偿还债务member rate 会员运费率message form (blank) 电报纸methods of production 生产方法method of remittance 汇款方式metric system 公制metric ton 公吨minimum charge 最低费用minimum freight 最低运费ministry of commerce 商业部ministry of finance 财政部ministry of industryand commerce 工商部minimum premium 最低保费minimum price 最低价minimum profit 最低利润minimum selling price 最低售价Ministry of EconomicAffairs 经济部miscellaneous expenses 杂费miscellaneous goods 杂货miscellaneous payment 杂项开支mode of producing 生产方式monetary system 货币制度monetary unit 货币单位money market 金融市场monopoly 专利品（权）monthly allownce 按月津贴monthly balance 月计表monthly fee 月费monthly output 月产monthly report 月报monthly sales 每月销售情况monthly statement 每月结帐most favoured nationclause 最惠国条款multilateral agreement（contract）多边合约（合同）multilateral trades 多边贸易mutual agreement 互相同意Nname of article 货名name of user 用户名称name of vessel 船名necessity for life 生活必须品negotiable bill 流通票据negotiable bill of lading 可转让提单negotiable letter of credit 流动信用证，可兑信用证negotiable warehouse receipt 可转让仓单negotiation 让于转付，流通交易，议价negotiation of foreign bills 买卖外国汇票期票negotiating bank 购票银行negotiating date 汇票让购期限net amount 实数net cost 净价net income 纯收入net loss 净损net price 实价net proceeds 净收入net profit 纯利net profit on sales 销货纯利net sales 销货净额net shipping weight 运出净量net value 净值net weight 净重net worth 资本净值New Taiwan Currency 新台币No.1 quality 头等货no entry 止步no entrance 禁止入内no hook 不许用钩no parking 禁止停车no smoking 禁止抽烟no throughfare 禁止通过non-firm offer 虚盘non-negotiable bill of lading 不可转让提单。
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Classified advertisingClassified advertising is a form of advertising which is particularly commonin newspapers, online and other periodicals which may be sold or distributed free of charge. Advertisements in a newspaper are typically short, as they are charged for by the line, and one newspaper column wide.Publications printing news or other information often have sections of classified advertisements; there are also publications which contain only advertisements. The advertisements are grouped into categories or classes such as "for sale—telephones", "wanted—kitchen appliances", and "services—plumbing", hence the term "classified".Classified advertisements are much cheaper than larger display advertisements used by businesses, and are therefore normally used by businesses with smaller advertising budgets, or by private individuals.DevelopmentsIn recent years the term "classified advertising" or "classified ads" has expanded from merely the sense of print advertisements in periodicals to include similar types of advertising on computer services, radio, and even television, particularly cable television but occasionally broadcast television as well, with the latter occurring typically very early in the morning hours.Like most forms of printed media, the classified ad has found its way to the Internet.Internet classified ads do not typically use per-line pricing models, so tend to be longer. They are also searchable, unlike printed material, tend to be local, and may foster a greater sense of urgency as a result of their daily structure and wider scope for audiences. Because of their self-regulatory nature and low cost structures, some companies offer free classifieds internationally. Other companies focus mainly on their local hometown region, while others blanket urban areas by using postal codes. was one of the first online classified sites, and has grown to become the largest classified source, bringing in over 14 million unique visitors a month according to comScore Media Metrix. A growing number of sites and companies have begun to provide specialized classified marketplaces online, catering to niche market products and services, such include boats, pianos, pets, and adult services, amongst others. In many cases, these specialized services provide better and more targeted search capabilities than general search engines or general classified services can provide.A number of online services called aggregators crawl and aggregate classifieds from sources such as blogs and RSS feeds, as opposed to relying on manually submitted listings.Additionally, other companies provide online advertising services and tools to assist members in designing online ads using professional ad templates and then automatically distributing the finished ads to the various online ad directories as part of their service. In this sense these companies act as both an application service provider and a content delivery platform. Social classifieds is a growing niche.Statistics[edit]In 2003 the market for classified ads in the United States was $15.9 billion (newspapers), $14.1 billion (online) according to market researcher Classified Intelligence. The worldwide market for classified ads in 2003 was estimated at over $100 billion. Perhaps due to the lack of a standard for reporting, market statistics vary concerning the total market for internet classified ads. The Kelsey Research Group listed online classified ads as being worth $13.3 billion,while Jupiter Research provided a conservative appraisal of $2.6 billion as of 2005 and the Interactive Advertising Bureau listed the net worth of online classified revenue at $2.1 billion as of April 2006.Newspaper's revenue from classifieds advertisements is decreasing continually as internet classifieds grow. Classified advertising at some of the larger newspaper chains dropped by 14% to 20% in 2007, while traffic to classified sites grew by 23%.[1]As the online classified advertising sector develops, there is an increasing emphasis toward specialization. Vertical markets for classifieds are developing quickly along with the general marketplace for classifieds websites. Like search engines, classified websites are often specialized, with sites providing advertising platforms for niche markets of buyers or sellers.。