广告专业英语期末词汇复习题.doc

期末考试专业词汇部分复习题1. creative strategy statement创意策略阐释/陈述2. net impression净的视听众暴露度3. copy文案4. positioning 定位5. mood tone调性6. preparation（创意过程中的）准备期7. incubation（创意过程中的）酝酿期8. illumination（创意过程中的）灵光闪现9. verification（创意过程中的）确认10. revision（创意过程中的）修改11. Theme（广告）主题12. copy platform文案大纲13. unique selling proposition独特销售主张14. brand image品牌形象15. looking for inherent drama寻找内在的戏剧性16. preemptive claim抢先声明17. iWOM网络口碑18. advertising execution广告执行19. big idea大创意20. storyboard故事板21. syntax文法22. advertising pyramid广告金字塔23. advertising objective广告目标24. terminology术语25. copywriters pyramid文案撰写人员的金字塔26. lead-in paragraph导入段落27. interior paragraph内文段落28. testimonial证言式广告29. trial close收尾段落30. close结尾段落31. camera-ready art照相制版/照相排版术32. casting brief表演纲要33. comprehensive layout广告末稿34. jingle广告音乐35. kicker肩题36. advertising expenditure广告花费37. vehicle载具38. out-of-home户外39. media selection / choice媒体选择40. media scheduling媒体排期41. specialized buying service（媒体）专业购买服务（公司）42. media strategy媒体战略43. advertising budget广告预算44. a statement of objectives目标陈述45. budgetary breakdown预算细目表46. timing strategy时机策略47. rating 收视率48. cost per thousand CPT/CPM千人成本49. reach到达率50. frequency（平均）接触频次51. impression视听众暴露度52. gross rating points（GRP）总收视点（毛评点）53. continuous连续型排期54. pulsing脉动型排期55. flights 跳跃型排期56. retail outlet零售通道57. share of voice(SOV)媒体比重占有率/广告份额58. carry-over effect溢出效应59. digital video effects unit (DVE unit)数字视频特技效果发生器60. prime time黄金时段61. proof copy校对稿62. households using TV(HUT) 家庭开机率63. media planning 媒体策划/媒介策划64. Share of Spending（SOS）媒体投资占有率65. Click rate 点击率66. Digital media 数字媒体67. Interactive TV 互动电视68. Internet service provider (ISP) 因特网服务提供商69. Master tape 母带70. Pop-up ad 弹出式印刷广告71. stockholder股东72. government entity政府部门73. citizen action groups市民行动组织74. lobbying游说75. pending legislation 悬而未决的法律76. company newsletters公司简讯77. press conference新闻发布会78. sponsored events赞助活动79. lead generation销售线索产生80. quality sales lead优质销售线索81. negative publicity 负面宣传82. advocacy advertising 倡导广告83. audiovisual materials 视听材料84. crisis management 危机管理85. marketing public relations（MPR）营销公关86. philanthropy 慈善行为87. press agentry媒体炒作88. opinion sampling 意见抽样89. press kit 传播工具90. reputation management 信誉管理91. point-of-purchase(POP) advertising 售点广告92. public affairs 公共事务93. sponsorship 赞助94. event marketing 活动营销/事件营销95. marketing public relation(MPR) 营销公关96. full-service agency全面服务广告公司97. specialized service agency专项服务广告公司98. creative boutique创意服务公司99. media buying service媒体购买服务公司100. interactive agency互动广告公司101. in-house agency专属广告公司102. Independent production house 独立制作社103. Web design house 网络设计社104. Business-to-business agency企业对企业（B2B）广告公司105. General consumer agency普通消费者广告公司106. account service 客户服务107. creative service 创意服务108. marketing services 营销服务109. account executive 客户执行110. account planning 客户策划111. creative director 创意总监112. media planner 媒体策划人员113. media buyer媒体购买人员114. art director 艺术总监115. brand manager 品牌经理116. copywriter 文案人员117. Art studio 艺术工作室118. Fee-commission combination 手续费-代理费混合制119. Media commission 媒介代理费120. Retainer method 截留费制121. Straight-fee method 直接费制122. Incentive system 奖励制123. Ethic dilemma伦理两难问题124. Ethic lapses 伦理缺失125. puffery浮夸式广告126. deceptive advertising欺骗性广告127. endorsement advertising 推荐广告（背书广告）128. corrective advertising 更正广告129. unfair advertising 不正当广告130. privacy rights 隐私权131. advertising regulation广告管理132. government regulation政府管理133. non-government regulation非政府管理134. industry self-regulation行业自律135. BBB (Better Business Bureaus)商业促进局136. NAD (National Advertising Division)全国广告处137. NARB (National Advertising Review Board)国家广告审查委员会138. advertising substantiation广告信息证实139. clearance advertising 清仓广告140. consumer advocate 消费者保护团体141. cooperative advertising 联合广告142. copyright 版权143. intellectual property 知识产权144. regional advertiser 区域性广告主145. testimonial 证言式广告146. globalization全球化147. standardization标准化148. ready-to-use ad即用式广告149. localization本地化150. adaptation调适性营销151. think globally, act locally全球化营销策略，本土化广告运作152. global vision with a local touch全球视野，本地制作153. multinational corporations（MNCs）跨国公司154. homogenize 同质化155. autobiographical messages 自传式讯息156. cross-cultural communication/communication across cultures 跨文化传播157. drama message 戏剧式信息158. global advertising 全球性广告159. globalized campaign 全球性的广告活动160. local agency 本土化的广告活动161. narrative message 叙述式讯息162. pattern advertising 模式广告163. creative brief创意简报164. preroll前贴片广告165. eDM电子直效营销/电子邮件营销166. teaser 预热/开场167. trademark 商标168. freedom of speech 言论自由169. decentralized system 分权式体制170. departmental system 部门式体制171. centralized system 集权式体制172. four-color process 四色印刷过程173. business reply mail 商业回函174. cost per rating point（CPRP）单位收视点成本/每收视点成本175. the effectiveness of advertising 广告效果176. advertising budget广告预算177. classified advertisement 分类广178. advertising campaign 广告活动（战役）179. target audience目标受众180. celebrity 名人181. copywriting 文案撰写182. advertising agency 广告公司183. advertiser广告主184. adman 广告人，广告从业人员185. marketing mix 营销组合186. marketing strategy 营销战略187. competitive product 竞品（竞争性产品）188. demographic segmentation 人口细分189. Psychographic segmentation消费心态细分190. ROI(Return On Investment) 投资回报191. PLC(Product Life Cycle) 产品生命周期192. public relation 公共关系193. word of mouth口碑194. brand equity品牌资产195. 80-20 rules 二八法则196. headline 标题197. slogan 广告口号/标语198. layout 版式199. logo 标志/标识200. integrated marketing communication（IMC）整合营销传播201. American Association of Advertising Agency （AAAA） 美国广告公司协会202. AADAssociated Account Director副客户总监 203. AADAssociated Art Director副美术指导 204. ACDAssociated Creative Director副创作总监 205. AD Account Director客户服务总监、业务指导 206. ADArt 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） 207. AEAccount Executive客户执行、客户服务、客户主任；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 208. AM Account Manager客户经理 209. APAccount Planner客户企划（分 策略企划 和 业务企划 两种） 210. ASMArea Sale Manager大区销售经理211. CDCreative Director创作总监、创意总监、创意指导（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） 212. CGHCreative Group Head 创意组长213. CVComputer Visualizer计算机绘图员 214. CWCopywriter撰稿人 215. DCSDirector of Client Service客户主管216. ECDExecutive Creative Director执行创意总监 217. FAFinish Artist完稿、