广告专业英语考试参考

单词部分1.AAAA——America Association OfAdvertising Agencies——美国广告代理商协会2.B2B——business to business advertising—— B2B广告3.PSA——public service advertising——公益广告4.CEO——Chief Executive Officer——首席执行官5.CFO——Chief Financial Officer——首席财务官6.PR——public relations——公共关系7.POP——point-of-purchase——焦点广告8.CI——corporate identity——企业识别9.DM——direct mail——直邮广告10.FSI——free-standing insert——非装订广告插页11.AIDA——艾达法则12.DAGMAR——广告效果评估体系P——unique selling proposition——独特销售主张14.BDI——brand development index——品牌成长指数15.CDI——category development index——销量成长指数16.GPRs——gross rating points——总收视点17.ROS——run-of-schedule——非指定时段广告18.IMC——integrated marketingcommunication——整合营销传播19.VALS——values and lifestyles research——价值观与生活方式研究20.advocacy advertising——倡导型广告mercial advertising——商业广告munication process——传播过程23.consumer advertising——消费品广告24.designs——设计稿25.end-user——最终用户、实际使用者26.industrial advertising——工业广告27.institutional advertising——社团机构广告28.media——媒介29.mass media——大众媒介30.pitch——提案31.retail advertising——零售商广告32.subliminal persuasion——阈下劝服33.target market——目标市场34.trade advertising——促销产品35.account——客户项目、客户业务36.Account Executive——客户主管、客服37.Account Services——客户部、客户服务38.advertiser——广告主39.Advertising Department——企业广告部40.agency——广告代理商41.Art Director——美术指导42.Assistant Partner——董事助理43.client——客户44.Copywriter——广告撰稿人45.Management Supervisor——管理督导46.market share——市场占有率、市场份额47.Research Department——调查部48.Traffic Department——流程协调部49.brainstorming——头脑风暴法50.campaign——广告攻势51.census——普查mercials——影视广告片53.coupon——赠券、折价券54.logo——品牌标识55.media budget——媒体预算56.media mix——媒体组合57.promotion——推广用品58.Situation Analysis——背景分析59.slogan——广告口号60.website——主页、网站61.acquiesce bias——亲善偏向62.debranding——品牌屏蔽测试、品牌建立、品牌塑造63.depth interview——深度访谈64.desk research——案头调研65.double-blind——双盲测试66.focus group——焦点小组67.market research——市场调查68.panel——重复调查样本本群69.participant——参与者70.sample error——抽样误差71.tabulation——统计制表72.acquisition——兼并、并购munication cycle——传播循环（周期）petitor——竞争者、对手75.content integration——软性广告76.cost effective——广告成本效益77.creative——创意78.grass roots marketing——贴身式营销、草根营销79.interactive marketing——交互式营销80.markets——市场组合81.online advertising——在线广告82.positioning——定位83.print——平面广告媒体84.strategic philanthropy——策略性公益事业85.target audience——目标受众86.brand partnership——品牌搭档、联袂广告87.branding——品牌个性塑造88.co-marketing——联袂营销89.direct marketing——直销90.ecological sponsorship——生态主题赞助活动91.event planning——活动策划92.exhibition stand——展台93.integrated branding——整合品牌传播94.product placement——产品植入、产品涉入95.sales promotion——促销活动96.strategic partnership——战略伙伴关系97.viral marketing——传染式营销、病毒式营销98.speak with one voice——统一传播口径99.the edge——优势100.ad planning——广告策划101.admen——广告人102.consumer behavior——消费者行为103.copy platform——文案大纲104.creative strategy——创意策略105.daypart——时段mercial——电视直销节目107.market profile——市场状况108.market segmentation——市场细分109.product-related segmentation——产品消费者量细分110.sales-response function——销售响应功效（函数）111.seasonality——季节性112.teaser campaign——悬念式广告攻势113.corporate advertising——企业广告114.generic brand——非名牌（产品）115.image advertising——形象广告116.line——产品系列-brand——名牌118.private brand——零售商自由品牌119.product differentiation——产品差异120.product positioning——产品定位121.tagline——（广告）行动口号122.utility——好处、用途123.adjacencies——广告时段（节目与节目之间）124.archetype——标准受众、原型125.availability——空余时段126.back to back——广告连播127.circulation——发行量128.continuity——持续型排期129.continuous advertising——持续型广告130.flighting——跳跃式广告排期131.fringe time——非黄金时段132.holding power——节目（频道）凝聚力133.piggyback——同一客户广告连播134.prime time——黄金时段135.pulsing——脉动式（间隔式）排期136.roadblock——拦路广告137.wear out——广告磨损选词填空：文段1：During the 【bid】process，the【advertising】agency will【pitch】its idea to the prospective client。

Whether【retail】advertising for a local merchant，【professional】advertising directed at doctors，lawyers，etc。

【B2B】advertising targeting other companies，or 【noncommercial】【advocacy】advertising promoting an idea，the question the prospect is asking themselves is ，‘Will the plan effectively reach and sway our 【target】’Theprospect wants to know if the individual【customer】buying the product or service（whether he/she be the actual【consumer】and【end-user】or not）purchasing the product，service or whether it is they are promoting，will understand the benefit as a result of the agency’s advertising。

文段2：To place yourself apart from your【competitors】，【positioning】is the key。

When developing a 【strategy】to do so，some useful techniques include【strategic philanthropy】such as building strong【community】relations。

But your【public】do not only include the consumers within your 【target audience】，but also individuals in oversight and regulatory bodies for example。