还剩22页未读,继续阅读
本资源只提供10页预览,全部文档请下载后查看!喜欢就下载吧,查找使用更方便
文本内容:
广告业常用英文术语englishsharewithalljunioradboysandgirls:WhatYouShouldKnowAboutAdvertising你应该明白的广告英文知识Whatisadvertising什么是广告?Buildanimpressionontheconsumersmindinordertohaveconsumersbuycertainproduct..在消费者脑海中建立一个印象,使得消费者购买某项产品Theimpressioniscalledbrand.这个印象就是品牌Soadvertisingistobuildupthebrand因此广告就是建立品牌Howdowecomeoutapieceofadvertising我们如何创作广告Clientbriefing客户简报ResearchRecommendation市场调研建议SWOTAnalysis优劣势分析AdvertisingStrategy广告策略Presentation提案CreativeDevelopment创意发想CreativePresentation创意提案MediaPlanning媒介计划MediaPlanPresentation媒介计划提案CreativeProduction创意制作MediaPlacement媒介投放AdvertisingTracking「.告F艮踪ECEastChina华东EditorialCalendar媒体刊登计划EffectiveCommunications有效传播EmployeeCompensation员工薪酬EmployeeRelations员工关系EnvironmentAnalysis环境分析EnvironmentIssues环境问题EthicsoftheProfession职业道德EventManagement事件管理EventPlanning事件策划Event事件、活动ExecutingPhase执行阶段Execution执行ExecutivePresident执行总裁FactSheet资料数字或者其他材料•FAQ常见问题问答FashionBusiness时尚产业Featurearticle深度文章Feature文章类型中的通讯FinanceManagement财务管理FinancialCommunications财经传播Flyer宣传单页Follow-up跟进Forum论坛GCGGrandChina大中国区Glossary词汇表GovernmentAffairs政府事务GovernmentPR政府公关GovernmentRelations政府关系GovtGovernment政府Graphics图形文件Greetings问候语HealthCare医疗保健HighTech高科技HospitalPR医院公关HumanResourceManagement人力资源管理IMCIntegratedMarketingCommunications整合营传播Implementation实施IncentivePlan激励计划IndustryParticipation行业参与InitiatingPhase初始阶段INPUTSEvaluationTools输入级评估工具IntegrationManagement整合管理InteractivePR网上互动公关InternalMagazine内部期刊InternalCommunicationsSystem内部传播系统InternalCommunications内部传播InternalFilm内部电影InternalPR内部公关InternationalPR国际公关InternetCommunications网络传播InternetMediaCommunications网媒传播InterpersonalCommunications人际传播Interpreter翻译Interview专访或者面试IntroductionLantern宣传幻灯InvestorRelations投资者关系InvitationLetter邀请IPRInstituteofPublicRelations英国公共关系协会IPRAInternationalPublicRelationsAssociation国际公共关系协会IssueDiagnosis问题诊断IssuesManagement问题管理ISVIndividualSoftwareVendor独立软件开发商JobEvaluation绩效考核Journalist记者KeyMedia关键媒体KeyMessages关键信息KeynoteSpeaker主题演讲人KeynoteSpeech主题演讲LALargeAccount大客户LELargeEnterprise大客户Leadership领导者LegalDuty法律义务LifeCycleoftheProducts产品生命周期Lobby游说Logo标识LongTermProgram长期项目LuckyDraw抽奖MarcommMarketingCommunications营销传播MarketAnalysisReport市场分析报告MarketingCommunicationsMix营销传播组合MarketingCommunications营销传播MarketingStrategy市场营销战略Marketshare市场份额MassMedia大众媒体MBMediumbusiness中客户MCMasterofCeremonies主持人MCMiddleChina华中MDManagingDirector董事总经理、执行董事MediaAssistant媒介助理MediaAnalysis媒体分析MediaCommunicationsStrategy媒体传播战略MediaCommunications媒体传播MediaCoverage媒体覆盖率MediaDirector媒介总监MediaExecutive媒介代表、媒介主任MediaInquiry媒体垂询MediaKit媒体资料包MediaList媒体名单MediaManager媒介经理MediaMonitor媒体监测MediaRelations媒介关系MediaResearch媒体研究MediaTour媒体拜访或者媒体外出巡游Media媒体MeetingAgenda会议议程MeetingMinutes会议记录Merchandise促销物品Methodology方法论MlMindIdentity企业理念识别MlMediaIndex企业媒体声望指数Mindshare品牌影响力份额Miscellaneous杂费MonthlyReport月报MultifunctionalTaskForce多职能任务小组NationalStandardsofthePRProfessionalQualification国家公共关系职业资格标准NCNorthChina华北NENortheastChina东北NegativeReport负面报道NewProductLaunch新产品公布NewsClipping新闻剪报NewsRelease新闻公布NewsletterjSiHNo-profitPR非营利机构公关NormsofExcellentPRManagement卓著公共关系管理标准NWNorthwestChina西北ObjectiveDiagnosis目标诊断Offering服务内容OnSite现场OnlineAdvertisement线上广告OnlineCommunications线上传播OnlineMarketingCommunications线上.营销传播Onlinemedia网络媒体OnlineRoadshow网上路演OnlineSurvey网上调查OOPOut-of-Pocket杂费、日常工作发生的成本Open-dayVisits开放日参观OpinionLeader舆论领袖OUTCOMESEvaluationTools输出级评估工具OUTPUTSEvaluationTools效果级评估工具Outsourcing外包OVOneVoice一个声音PhotoLibrary图片库PlanningPhase策划阶段Polish文案润色POPPointOfPurchaseAdvertising导购点广告Positioning定位PostEvent善后工作Poster海报Postmortem会后书面的简短总结报告Postscript后记PRAgency公关公司PRConsultingMarket公关顾问服务市场PRConsultingPractice公关顾问实务PRConsultingService公关顾问服务PRConsultingTools公关帧问工具PRDirectorr公共关系总监PREvaluation公关评估PREvent公关活动PRGuideline公关方针PRManagementWorkingCode公关管理工作准则PRManager公共关系经理PRProcedure公关流程PRProposal公关建议书PRSupervisor公共关系主管PreEvent前期工作Pre-evaluation预评估Preface前言Presentation演示、陈述President总裁PressConference新闻公布会PressKit媒体新闻夹PressRelease新闻稿PrintMedia平面媒体Priority优先的ProcurementManagement预警管理ProductTest产品评测ProfessionResponsibility职业义务ProfessionalAssociation专业协会ProfessionalCertification职业认证ProfessionalConsultant专业顾问Professionalfee专业服务费ProfessionalGrading专业等级ProjectLifeCycle项目生命周期ProjectManagement项目管理ProjectOwner项目委托人ProjectTitle项目标题Project公关项目Proposal公关建议书PRSAPublicRelationsSocietyofAmerica美国公共关系协会PubicOpinion公众舆论PublicAffairs公共事务PublicRelationsConsulting公关顾问PublicRelationsCrisis公关危机PublicRelationsManagement公关管理PublicRelations公共关系PublicUtility公用事业Publicity宣传QA问题问答QualifiedProjectManager合格的项目经理QualityControl质量操纵QualityManagement质量管理Questionnaire调查问卷Quotation报价RealEstate房地产Recommendatory推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告ReputationManagement声誉管理ResearchTools研究工具Reseller经销商Retainer长期客户Review回顾、总结RiskManagement风险管理Roadshow巡展、路演Rudequestion不友好的问题SAESeniorAccountExecutive高级客户代表、高级客户主任SAMSeniorAccountManager高级客户经理SBSmallbusiness小客户SCSouthChina华南ScopeManagement范畴管理Seminar研讨会SeniorConsultant高级顾问SeniorMediaExecutive高级媒介代表SeniorMediaManager高级媒介经理SeniorVicePresident高级副总裁Shareholders利靛关系人Simultaneousinterpretation同声传译Slide幻灯片Slogan口号SocialActivities社会活动SocialResponsibility社会责任SourceMaterials客户提供的辅助资料SouvenirsGifts纪念品与礼品SOVShareofVoiceSpeakingwithOneVoice用一个声音说话SpokesPersonTips发言人技巧Spokesperson发n人SponsorshipPlanning赞助策划Sponsorship赞助StrategicConsulting战略咨询StrategyCommunicationsSystems战略传播系统Strategy战略SuccessStory成功故事Summary简介、概述Supplier供应商Survey调查SWSouthwestChina西南SWOTanalysis优势、劣势、机遇、威胁分析Synopsis概要总结TargetAudience目标受众TaskMarketing任务营销TBDTobeDetail需更全面信息Team小组、团队TechnicalArticle技术文章Theme主题TimeManagement管理TimeSheet时间管理表Two-wayAsymmetry双向非平衡模式Two-wayCommunications双向传播Two-waySymmetry双向平衡模式Vendor供应商Venue会议地点Verticalmedia行业媒体VIVisualIdentity视觉识别VIPSpeech讲话稿VirtualComputer虚拟主机Vision愿景Voiceshare曝光信息份额VPVicePresident副总裁VSBVerysmallbusiness特小客户、超小客户WebsiteConstruction网站建设Whitepaper白皮书Workshops工作研讨Worldwide全球特写featurearticles以货代款inkind机构广告institutionaladvertising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公共关系广告publicrelationsadvertising宣传publicity公众publics招聘广告recruitmentadvertising声望经营reputationmanagement撰写讲演稿speechwriting赛场营销venuemarketing新闻通报杀像videonewsrelease执行证明书affidavitofperformance受众构成audiencecomposition受众占有率audienceshare时间表avails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无线电视broadcastTV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形象移植imagerytransfer信息式广告informercial互相连接interconnect广播电视网networks网外辛迪加off-networksyndication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行止编排形j弋programmingformats视听率调查服务公司ratingservices电台指定时间run-of-station受众总数totalaudience总体受众计划totalaudienceplan广告网络adnetworks广告查询adrequest横幅广告banner商业回邮件businessreplymail分类广告Web站classifiedadWebsite编辑名录compiledlists立体创意直邮creativedimensionaldirectmailing数字互动媒介digitalinteractivemedia直邮广告direct-mailadvertising内部刊物houseorgans互动电视interactiveTV互联网Internet互联网服务供应商Internetserviceprovider销售信函salesletters广告礼品advertisingspecialty展台booths路牌bulletinstructure车内尾部招贴car-endposters电影贴片广告cinemaadvertising陈列媒介exhibitivemedia全面登场fullshowing车内广告牌insidecards户外媒介out-of-homemedia车体招贴outsideposters包装packaging奖品premiums标准户外广告standardizedoutdooradvertising成品招贴stockposters优惠贿券take-ones商业展示会tradeshows交通广告transitadvertising广告英语术语一媒介策划用语广行印象advertisingimpression广告反应曲线advertisingresponsecurve注意度attentionvalue受众audience受众H标audienceobjectives品牌开发指数branddevelopmentindex品种开发指数categorydevelopmentindex发行量circulation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仃效频次effectivefrequency有效到达率effectivereach暴露值exposurevalue频次frequency市场markets组合mechanics媒介media媒介策划mediaplanning媒介载体mediavehiclesAEAccountExecutive客户代表,或者客户执行AccountGroup业务小组AppealPoint诉求点BrainStorming动脑会议BrandImage品牌形象CF——CommercialFilm——广告影片,不是电视广告脚本,CommercialScript是电视广告脚本CompetitivePresentation比稿Copywriter—文案(撰文人员)CICorporateIdentity企业识别CreativeBoutique创意工作室DirectResponseAdvertising直效广告Director指导指导有下列各专业职位AccountDirector(业务指导)CreativeDirector(创意指导)ArtsDirector(美术指导)CopyDirector(文案指导)MediaDirector(媒体指导)PlanningDirector(企划指导)Finisher完稿员Layout构图Presentation提案PublicServiceAdvertising公益广告Supervisor总监AccountSupervisor(业务总监)CreativeSupervisor(创意总监)MediaSupervisor(媒体总监)PlanningSupervisor(企划总监)ResearchSupervisor(调查总监)TargetMarket目标i|j场TrafficControlSpecialist(通常简称Traffic)制管人员广告讯息advertisingmessage艺术art艺术方向artdirection艺术家artist美术总监artdirector大创意bigidea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创意过程creativeprocess创意金字塔creativepyramid创意creative制造creativity感性诉求emotionalappeals控险家explorer事实型思维fact-basedthinking信息性informational讯息战略messagestrategy产品概念productconcept理性诉求rationalappealsFl标受众targetaudience文字的verbal样片animatic利益式标题benefitheadlines正文bodycopy粗体boldface照相制版camera-readyart表演纲要castingbrief命令式标题commandheadlines末稿comprehensivelayout/comp演示demonstration设计design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整合广告integratedcommercial内容段落interiorparagraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-inparagraph生活方式式技法lifestyletechniques标志logotypes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方框图片式布局picture-windowlayout招贴式格式poster-styleformat主持人式广告presentercommercial启发式标题provocativeheadlines疑问式标题questionheadlines广播人物radiopersonality脚本script印签seal签名signaturecuts生活片段sliceoflife口号slogans故事板storyboard故事板草图storyboardroughs直截了当式straightannouncement直接推销式正文straight-sellcopy副标题subhead标题句taglines证atestimonial正文text主题句themelines小样thumbnail攵尾trialclose图形部分visuals旁白voiceover模拟校样analogproof动画animation合成片answerprint光圈aperture音控台audioconsole底片baseart出血版bleeds蓝线blueline照相排版术camera-readyart品种开发指数categorydevelopmentindex发行量circulation创意组合creativemix分布H标distributionobjectives有效频次effectivefrequency有效到达率effectivereach暴露值exposurevalue起伏式flightingschedule频次frequency总印象grossimpressions组合mechanics媒介media媒介策划mediaplanning媒介载体mediavehicles讯息力度messageweight组合媒介法mixed-mediaapproach资金money看见机会opportunitytosee脉冲式pulsingschedule视听率rating到达率reach每册读者数readerspercopy近期策划recencyplanning路障式roadblocking外溢媒介spillovermedia增效效应synergy电视户televisionhouseholds态度attitude品牌兴趣brandinterest品牌忠诚brandloyalty企业市场businessmarkets影响中心centersofinfluence有意劝服路径centralroutetopersuation认知cognition消费行为consumerbehavior消费者决策过程consumerdecisionAEaccountexecutive客户代表,或者客户执行代表广告公司同意广告至各类业务,并负责整体执行的人accountgroup业务小组广告公司内负贡某特定客户之工作小组以ae为中心,成员包含行销企划、创意、媒体等工作人员,替客户执行广告企划设定、广告表现制作、媒体安排等业务appealpoint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brainstorming动脑会议可自由发想,不受限制的讨论会议brandimage——品牌形象消费者对商品品牌之印象cfcommercialfilm乃广告影片是也,可不是电视广告脚本哦,commercial是电视广告脚木competitivepresentation比稿有的广告主不可能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copywriter——文案撰文人员负责广告文案的专门写作cicorporateidentity企业识别以统一性的标志表示企业的理念、文化与经营的任务creativeboutique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,由少数人构成、专门制作广告的公司,便称之小型制作专业广告公司directresponseadvertising直效广告需要从潜在客户处得到简单回应的广告比如邮购、直接信函、电讯行销,及有线电视购物频道宜效广告务必是双向沟通的director——指导在整个广告作业中,担任指导之专业职务依照其经验不一致,指导可分为资深指导seniordirector.指导director与助理指导assistantdirectoro指导有下列各专业职位accountdirector业务指导creativedirector创意指导artsdirector(美术指导)copydirector(文案指导)mediadirector(媒体指导)planningdirector(企划指导)finisher——完稿员从事完成广告平面工作的人员layout—构图版面设计之技巧对美术设计而言,版面编排是一种基本技术presentation提案对客户做正式的广告战略及创意企划案的提出publicserviceadvertising公益广告企业及各社会团体诉求公共服务内容的广告公益广告的范围相当广泛,举凡社会、福祉、教育、甚至谋求国际间相互熟悉的活动都囊括在内supervisor总监广告专业中的最高职位,其工作为带领一整个专业单位targetmarket目标市场最要紧的消费群trafficcontrolspecialist(通常简称traffic)制管人员广告制作的流程及时间上的操纵是非常重要的一件事,制管人员即是负责推进及监督广告作业中各部门是否按照计划进行的专员Theterminologyofadvertising广告业的术语AccountExecutive业务执行AccountDirector业务总监Client客户Market行销者Product产品Promotion促销MarketingObjective行销目标MarketingPrograms行销活动MarketingManager市场部经理ProductManager产品经理BrandSteward品牌管家服务代理商AccountService客户服务AccountManager业务经理GroupAccountDirector客户群总监ClientServiceDirector客户服务总监(协理)MediaPlacementExectionFrequency频率CueListTransmissionSchedule投放时间表CopyWriting文案撰写Headline标题TagLine口号BodyCopy文案Positive正片Negative负片Typeface字体ArtDesign艺术设计ArtDirecion艺术指导(工作)Storyboard脚本Campaign广告运动CampaignableIdea可延展的广告创意TearSheet样张TelecastCopy样带Creative创意人员,作品CopyWriter文案撰写ArtDirector艺术指导Visualizer视觉成型Concept概念ConceptDevelopmentIdeaGeneration发想RoughCut初剪带ACopyDuble-head看片带StationCopy播出带UmatieBetacam(一种录像带的格式)OneInchTape一寸带MasterCopy原片Soundtrack音轨Censorship送检带FinishedArtwork完稿ColorSeparation分色ColorProof打样Photograghy摄影Ustration插画AirBrush喷修Typesetting打字(照排)Film菲林、网阳片ConsumerAUStudy消费者态度,行为调查HardCurrency强势货币Pitch比稿Partnership伙伴关系Hand-outs.HardCopy硬拷贝(纸上的文件)InterviewSurekeepAAAAAmericaAssociationofAdvertising美国/广告代理商协会advertising广告、广告活动advocacyadvertising倡导型广告AccountExecutive客户主管Accountplanning客户策划AccountServices客户部Advertise广告主AdvertisingDepartment企业广告部agency广告代理商ArtDirector美术指导AssistantPartner董事助理bid[bid]广告竞标business-to-businessadvertisingB2BadvertisingB2B广告brandimage品牌映象capitalism资本本主义,资本运营commercialadvertising商业广告communicationprocess传播过程comparativeadvertising比较广告consumeradvertising消费品广告consumerism消费模式customer顾客ChiefExecutiveOfficerCEO首席执行长官ChiefFinancialOfficerCFO首席财务官client客户Copywriter广告撰告人CreativeDepartment创作部CreativeDirector创意总监deceptiveadvertising虚假广告department部门design设汁稿data数据director主管end-user最终用户、实际使用者industrialadvertising工业广告institutionaladvertising社团机构广告ManagementSupervisor管理监督Marketshare市场占有率Marketing营销MediaDepartment媒介部mediaplanning媒体策划media媒介nationaladvertising全国性广告noncommercialadvertising非商业广告pitch提案professionaladvertising业服务型广告publicserviceadvertisingPSA公益广告puffery吹捧式的广告qualitative定性的quantitative定量的ResearchDepartment调查部retailadvertising零售商广告Sisteragency同属同•集团的广告公司supplier制作公司TrafficDepartment流程协调部Brainstorming头脑风暴法Campaign广告攻势Commercial影视广告片coupon赠券、折价券logo品牌标识magazine杂志mediabudge媒体预算mediamix媒体组合medium媒体(指某个媒体)metropolitan大都会的outdoor户外媒体promotion推广用品publicrelationsfPR.)公共关系radio广播媒体SituationAnalysis背景分析Slogan广告口号Televisionprogram电视节目Website[websait]主页网站Drive-time交通高峰时间Sobig做大Numbers数据Yeah是的(对啦)Apriori先验估汁(演绎法)Aposteriori实测值(归纳法)Code编号debranding品牌屏蔽测试depthInterview深度访谈deskresearch案头调研dichotomousquestion两分问题double-barreledquestion两难问题double-blind双盲测试(指实验组与参照组)fatiguebias疲劳偏差fieldwork现场调查focusgroup焦点小组interview访谈marketresearch市场调查mysteryshopping以购物为掩护的调查observation观察panel重复凋查样本群participant参与者population总人口,总体sample抽样误差skew歪曲survey调查tabulation统计制表boildownto归结为hard-and-fast明确易懂prettymuch大致上analysis分析communityrelation社区关系competitor竞争者、关于contentintegration软性广告costeffective广告成本效益creative创意governmentrelations政府关系grassrootsmarketing贴身式营销industry行业integratedmarketingcommunication整合营销传播litigation起沂,诉讼markets市场组合mediaservice媒介代理merger企业合并onlineadvertising在线广告point-of-purchase(pop)焦点广告position定位print平面广告媒体publics公众群体strategicphilanthropy策略性公益事业strategy策略、策划targetaudience目标受众webdesign网站设计digital数字化co-marketing联袂营销conference会议consulting咨ifijcorporateidentity企业识别culture-specific文化(民族)特性demographicmarketing人口统汁特征营销directmail(DM)直邮广告directmarketing宜销eventplanning活动策划exhibitionstand展台integratedbranding整合品牌传播internalcorporatecommunications企业内部沟通investorrelations股东关系nontrad加nal非传统的packaging包装productplacement产品涉入promotion活动psychographic心理统汁的retail零售retailspace零售市场区域salespromotion促销活动sponsorship赞助tradechannels业务渠道verticalpublications行业刊物viralmarketing传染式营销bestfaceforward展现最佳面貌speakwithOnevoice统一传播口径theedge优势toptobottom自上而下Billboard广告路牌Blowincard报刊广告插页Bulldogedition报纸的早发版Carcard[ka kad)车厢广告Counteradvertising异议式、对抗式广告Displayadvertisement陈列式广告Electricspectacular霓虹灯广告Free-standinginsert非装订广告插页Houseorgan企业专刊(杂志)Insert广告插页Islanddisplay(超市内)堆头式陈列mail-orderadvertising邮购广告network电(视)台网out-of-homeadvertising家外媒体paintedbulletin手绘广告牌panel广告牌pass-alongreader传阅读者posterpanel用印刷画面拼贴的广告牌shelfscreamers货架插件广告物supplementarymedia辅助媒体(非大众传媒)vehicle广告载体countout清点,算出makeitthroughtheday过一整天pass...offto把给出pass-alongreader传阅读者posterpanel用印刷四画面拼贴的广告牌shelfscreamers货架插件广告物supplementarymedia辅助媒体vehicle广告载体countto清点,算出makeitthroughtheday过•整天pass...offto把给出adplanning广告策划admen广告人appeal诉求consumerbehavior消费者彳亍为copyplatform文案大纲creativestratgy创意策略DAGMAR广告效果评估体系Daypart时段Decayconstant衰退常数hierarchy-of-effecttheory效果层级理论infomercial电视直销节日marketprofile市场状况marketsegmentation市场细分persuasionprocess劝服过程primarydemandadvertising品类诉求广告product-relatedsegmentation产品消费量细分seasonality季节性selectivedemandadvising选样性诉求(品牌)广告softsell软销,感受型广告strategicplanning战略策划teasercampaign悬念式(调味)广告攻措rule-ofthumb经验法则brandmanager品牌经理corporateadvising企业广告familybrand多品类品牌genericbrand非名牌(产品)greenadvertising绿色策略式广告imageadvertising形象广告line产品系列name-brand名牌nationalbrand全国性品牌parity同等privatebrand零售商自有品牌productdifferent产品差异productmanagement品牌管理productpositioning产品定位referencegroup参照组tagline(广行)行动口号top-the-line顶级的tradecharacter吉祥物utility好处用途reallydosomethingwith确实能用它做些文章zccumulation受众数(特定周期内)audienceduplication重复受众branddevelopmentindex品牌成长指数categorydevelopmentindex(CDI)销量:成长指数coverage消盖率,覆盖范围cumulativecoverage累计(总)覆盖率exposure告显露次数frequency广告频次grossaudience受众总量grossimpression总印象grossratingpoints总收视点loyaltyindex忠诚度mags杂志(简写)mediaconcentrationtheory媒体集合理论mediadominancetheory媒介优势理论mediaplan媒体计划netunduplicatedaudience受众participation参与programdeliveryrate节目到达率reach到达turnover受众流失overall全部的rerunningnumbers复核一的数据archetype标准受众原型availability空余时段back-to-back广告连播chainbreak节目提示标板circulation发行量continuity持续型排期continuousadvertising持续型广告fresh新颖的fringetime非黄金时段holdingpower节目(频道)凝聚力holdoveraudience既有观众inheritedaudience既有观众openend节日提示语广告时段piggyback同•客户广告连播primetime黄金时报pulsing栏栅式(或者间隔式)排期AEAccountExecutive客户代表、客户主任Agency代理商AMAccountManager客户经理AnalysisTools分析工具Announcement公告AnnualReport年报APAsia-Pacific亚太区ARList任务清单ATLAbovetheLine线上活动Attachment附件AudienceAwareness公众认知度AutoIndustry汽车行业Awareness认知BackgroundAnalysis背景分析Backgroundmaterial背景材料Benchmark测试基准BlBehaviorIdentity企业行为识别系统Bidding竞标Bio个人简历Boilerplate公司简介附在新闻稿后面的关于该公司的简短介绍BrandCommunicationsStrategy品牌传播战略BrandLoyalty品牌忠诚度BrandManagementCommission品牌管理委员会BrandManagementConsultingFirm品牌管理顾问公司BrandManagement品牌管理BrandPlanning/Designing品牌策划/设计BrandPositioningSurvey品牌定位调查BrandPositioning品牌定位BrandPromotion品牌推广BrandingStrategy品牌战略BriefingKit资料包Briefing情况介绍BTLBelowtheLine线下活动BUBusinessUnit业务部门Bulletin公告栏Bundle附赠品BusinessE-Mail商务电邮BusinessModel商业计划BusinessPhilosophy经营哲学BusinessStrategy经注战略Campaign公关或者营销活动CareerDevelopment职业进展CareerPlanning职业计划Casestudy案例研究Category类别Celebration庆典活动CEOReputationManagementCEO声誉管理CEOsArrangementCEO接待Channel渠道Chart幻灯片中的页面ChinaGoldenAwardsForExcellenceinPublicRelations中国最佳公共关系案例大赛ChinaInternationalPublicRelationsCongress中国国际公共关系大会ClCorporateIdentity企业形象CIPRAChinaInternationalPublicRelationsAssociation中国国际公共关系协会CISCorporateIdentitySysetm企业形象识别系统ClientDatabaseManagement客户数据管理ClientOrientedStrategy客户导向战略ClientRelationsDevelopmentSystem客户关系开发系统ClientRelationsEvaluationSystem客户管理评价系统ClientRelationsMaintenanceSystem客户关系保护系统ClientRelationsManagementSystem客户关系管理系统ClientRelationsManagement客户管理管理ClientRelationsPrecautionSystem客户管理预警系统ClientRelationsSupportingSystem客户管理支持系统ClientRelations客户关系ClientSatisfactionManagement客户满意度管理ClippingReport剪报报告ClosingPhase结束阶段CodeofConduct行为准则CodeofEthics职业道德CommunicationModel传播模式CommunicationsKit新闻夹CommunicationsManagement传播管理CommunicationsRegions传播地域CommunicationsStrategy传播战略CommunityRelations社区关系Competitor竞争对f-Confidential保密的、机密的ConfidentialItems保密条款ConsecutiveInterpretation交互式翻译Consultant顾问ConsumerBuyingProcess顾客购买过程ConsumerDatabase顾客数据ConsumerOrientation消费者导向Consumers/DealersAssembly用户/经销商大会ContactPerson联系人ContinuousEducation继续教育ControllingPhase操纵阶段CoordinationCommunicating协调沟通Copywriter文案Copywriting公关文案CoreCompetitiveness核心竞争力CoreMedia核心媒体CorporateAffairs企业事务CorporateImage企业形象CorporateProfile公司简介CorporateReputation企业声誉CorporateVideo宣传片CostControl成本操纵CostManagement成本管理CreativeDesign创意设计Credential公司或者个人简介CrisisControl危机操纵CrisisManagementOffice危机管理办公室CrisisManagementPlanning危机管理策划CrisisManagementTeam危机管理小组CrisisManagement危机管理CrisisResearch危机研究CrisisStatement危机声明Customertestimonial客户证言Datasheet宣传页Decoration现场布置装饰DemandGenerationDemoBooth产品演示台Diagnosis诊断Director总监Distributor分销商DMDirectmailing直邮DomainNameRegistration域名注册Donation捐赠字计算式charactr-countmethod开印前阶段prepressphase电影摄影师cinematographer预备阶段preproductionphase截止期closingdate印刷制作经理printproductionmanager色基colorkey印刷制作过程printproductionprocess分色colorseparation非公开场所privateaudiencevenue连续调continuoustones制片人producer操纵室controlroom制作阶段productionphase组排copycast复映梵播追加酬金residualfee封面纸coverpaper反差套印reverseknockout青、黄、红、黑印刷CYMKprinting无衬线字体sansserif数字媒介digitalmedia最低合同工资scale数字校样digitalproof衬线字体serif数码视频效应装置DVEunits一场session导演director特技specialeffects特排字体displaytype插播广告spots复制带dubs剥版stripping拷贝dupes登supers电子制作electronicproduction演播人员talent晒版台纸flats自动台词提示察teleprompter一套铅字font课本纸textpaper四色印刷four-colorprocess正文字体texttype网目凸版halfoneplate合套trap网解halftonescreen字系typefamilies互动电视interactiveTV排印工艺typography任务夹jobjacket网页Webpage出格kerning单词计算式word-countmethod电脑亭kiosk工作样片workprint加空铅leading日写纸writingpaper硬性软片linefilm社论式广告advertorial线画版lineplate倡导广告advocacyadvertising实景真人liveaction伏击式营销ambushmarketing外景地location视听材料audiovisualmaterials制片场lot公告牌bulletingboards指令mandatories社:会参与communityinvolvement公共场所massaudiencevenue企业广告corporateadvertising母带mastertape企业识别广告corporateidentityadvertising合成样片mixedinterlock广告印象advertisingimpression助记产段mnemonicdevice广告反应曲线advertisingresponsecurve多媒体演示multimediapresentation注意度attentionvalue正色投影胶片orthographicfilm受众audience透明塑料膜overlay受众目标audienceobjectives个人场所personalaudiencevenue间歇式排期blinking平台使用费platformlicensing品牌开发指数branddevelopmentindex后期制作阶段postproductionphase集中式bursting。