营销和广告术语

营销和广告术语
类别中文English
营销调研态度测试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post-testing
事前测试pre-testing
初级信息primary data
投射法projective techniques
定性调查qualitative research
定量调查quantitative research
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营销和广告术语
类别中文English
随机概率抽样random probability samples
回忆测试recall tests
信度reliability
销售测试sales tests
样本sample
样本单位sample units
二级信息secondary data
全面调查survey
试验市场test market
通用产品代码universal product code
总体universe
营销调研效度validity
营销策划广告计划advertising plan
广告战略advertising strategy
自下而上式营销bottom-up marketing
传播媒介communications media
企业目标corporate objectives
创意组合creative mix
试验调查法empirical research method
整合营销传播integrated marketing communication
顾客终身价值lifetime customer value
营销目标marketing objectives
营销计划marketing plan
营销战略marketing strategy
需求一满足式目标need-satisfying objectives
目标/任务法objective/task method
销售百分比法percentage-of -sales method
产品概念product concept
关系营销relationship marketing
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营销和广告术语
类别中文English
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tactics
目标受众target-audience
营销策划自上而下式营销top-down marketing
营销品牌兴趣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 persuasion
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hierarchy of needs
工业市场industrial markets
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营销和广告术语
类别中文English
营销信息性动机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peripheral 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post-purchase dissonance
购后评估post-purchase 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
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营销和广告术语
类别中文English
营销认知失调学说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 differences
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
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营销和广告术语
类别中文English
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
营销用量细分volume segmentation
公关软文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
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营销和广告术语
类别中文English
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
传媒代理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
公关新闻通报录像video news release
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营销和广告术语
类别中文English
职能客户策划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full-service 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
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营销和广告术语
类别中文English
职能独立调查公司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
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营销和广告术语
类别中文English
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
职能网络设计社Web design house
创意艺术art
艺术方向art direction
艺术家artist
美术总监art director
大创意big idea
头脑风暴法brainstorming
传播媒介communications media
概念化conceptualization
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
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营销和广告术语
类别中文English
产品概念product concept
创意理性诉求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
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营销和广告术语
类别中文English
整合广告integrated commercial
创意内容段落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
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营销和广告术语
类别中文English
直截了当式straight announcement
创意直接推销式正文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
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营销和广告术语
类别中文English
数字校样digital proof
创意数码视频效应装置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halftone 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
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营销和广告术语
类别中文English
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
创意书写纸writing paper
15 of 25
营销和广告术语
类别中文English
销售回购津贴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
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营销和广告术语
类别中文English
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
销售贸易推广trade promotion
媒介策划广告反应曲线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
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营销和广告术语
类别中文English
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road blocking
外溢媒介spillover media
增效效应synergy
媒介策划电视户television households
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营销和广告术语
类别中文English
报刊媒体出血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
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营销和广告术语
类别中文English
报刊媒体独立购物指南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
20 of 25
营销和广告术语
类别中文English
标准广告单位SAU=standard advertising unit
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
报刊媒体周报weekly newspapers
电台媒体受众构成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
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营销和广告术语
类别中文English
形象移植imagery transfer
信息式广告,专题片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
节目收视率program rating
节目编排形式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
超高频UHF
电台媒体甚高频VHF
户外媒体自动取款机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
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营销和广告术语
类别中文English
电影贴片广告cinema advertising
名录directories
8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 cards
100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
户外媒体录像手册video brochure
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营销和广告术语
类别中文English
互联网媒体广告查询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house lists
内部刊物house organ
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
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营销和广告术语
类别中文English
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 stuffers
Web浏览器Web browser
网页Web page
Web电视Web TV
互联网媒体万维网World Wide Web
Prepared by Hiren Zheng
Apr-03
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