广告行业中英文术语

1、常常用用广广告告术术语语名名称称缩缩写写Account ExecutiveAEAccount ManagerAMAdvertisingAdvertorial audience Art BaseAccount ServiceAS Above The LineATLBrainstorming Business development managerBDBrand ValueBrand Loyalty Brand PropositionBelow The LineBTLBanner Ad Big Idea Brief/Creative BriefBrand Brand ManagerBMBusine

2、ss to Business B2BBusiness to Custom/Consumer B2CBusiness UnitBUCustom to Custom/Consumer C2CCore ValueCore IdeaCampaignCopyrightCorporate ImageCIConvenience StoreCVSConsumer Insights CopyCopy BaseCopy WriterCWConference CallCon CallCreative DirectorCDDesignerDots Per InchDPIDemonstrationDEMO Digita

3、l Marketing E-Coupons Electronic Direct Mail AdvertisingEDM For Your Information / For Your ReferenceFYI/FYRICONInsights Integrated Marketing Interactive DesignInteractive Marketing/Advertising Internet Head LineH/LKey AccountKAKey VisualKVLogoLayoutLocal Agency/Advertising Minisite On BriefOnline M

4、arketing Pre-Production MeetingPPM Sales PromotionSPPoint of Purchase AdvertisingPOPProduct ManagerPMQuotationResearchReturn On InvestmentROI ScheduleStore CheckStoryBoardStoryLineStrategyScriptShowReelSloganSubjectTV-commercialTVCToneTarget Audience Unique Selling PropositionUSPViral Marketing中中文文解

5、解释释客客户户执执行行客客户户经经理理广广告告软软文文受受众众美美术术/ /设设计计出出身身客客户户服服务务线线上上/ /在在广广告告上上，泛泛指指主主力力的的传传播播手手段段头头脑脑风风暴暴企企业业/ /业业务务发发展展经经理理品品牌牌价价值值品品牌牌忠忠诚诚度度品品牌牌定定位位线线下下/ /在在广广告告上上，泛泛指指主主力力以以外外的的传传播播手手段段横横幅幅广广告告大大创创意意工工作作简简报报/ /创创意意简简报报品品牌牌品品牌牌经经理理企企业业对对企企业业, , 比比如如阿阿里里巴巴巴巴企企业业对对消消费费者者，比比如如, 卓卓越越事事业业单单位位消消费费者者对对消消费费者者，比比如如

6、eBay,eBay, 淘淘宝宝, , 拍拍拍拍品品牌牌核核心心價價值值核核心心创创意意广广告告活活动动版版权权所所有有，著著作作权权 指指人人们们通通过过企企业业的的各各种种标标志志（如如产产品品特特点点、行行销销策策略略、人人员员风风格格等等）便便利利店店通通路路消消费费者者洞洞察察文文案案文文案案出出身身文文案案撰撰写写人人电电话话会会议议常常用用广广告告术术语语创创意意总总监监设设计计师师单单位位面面积积内内像像素素的的多多少少，也也就就是是扫扫描描精精度度演演示示数数字字营营销销电电子子优优惠惠券券, , 包包含含手手机机等等其其他他数数字字平平台台线线上上直直邮邮/ /电电子子邮邮件

7、件广广告告供供您您参参考考图图标标洞洞察察整整合合行行销销/ /整整合合营营销销互互动动设设计计互互动动营营销销/ /广广告告网网络络营营销销/ /互互联联网网营营销销标标题题通通路路，泛泛指指家家乐乐福福、沃沃尔尔玛玛等等大大型型卖卖场场通通路路主主视视觉觉, , 主主画画面面标标志志( (书书籍籍、广广告告等等的的) )版版面面设设计计, ,版版面面编编排排本本土土代代理理商商/ /本本土土广广告告公公司司/ /地地方方广广告告公公司司迷迷你你网网站站/ /泛泛指指为为某某个个产产品品或或品品牌牌成成立立的的网网站站符符合合简简报报的的创创意意线线上上营营销销拍拍摄摄前前会会议议促促销销活

8、活动动售售卖卖场场所所广广告告产产品品经经理理报报价价调调查查投投资资回回报报率率工工作作进进度度计计划划表表, , 日日程程安安排排市市场场走走访访故故事事版版故故事事大大纲纲战战略略/ /策策略略脚脚本本作作品品集集视视频频口口号号/ /标标语语/ /广广告告语语主主题题; ;题题目目; ;题题材材电电视视商商业业广广告告调调性性目目标标受受众众独独特特的的销销售售主主张张病病毒毒式式营营销销/ /病病毒毒性性营营销销常常用用广广告告职职务务术术语语名名称称缩缩写写Associated Art Director AADAssociated Account DirectorAADAssoci

9、ate Account Executive AAEAssociated Creative Director ACDArt Director ADAccount Director ADAccount Executive AEAccount Manager AMAccount Planner APArea Sale ManagerASMBusiness DevelopmentBDBusiness Director BDBusiness Executive BDEBusiness Development Director BDDCreative Director CDChief Creative O

10、fficer CCOChief Executive Officer CEOCreative Group Head CGHChief Innovation Officer CEOCopywriterCWChair Man Copy Director Director of Client Service DCSDeputy Executive Creative DirectorDECDDesignerDirectorExecutive Creative Director ECDGroup Account DirectorGADGroup Executive Creative DirectorCEC

11、DGroup HeadGHGroup Creative Director GCDMedia Director MDMedia Planner MPProject Manager PMPlanning SupervisorSenior Art Director SADSenior Account ExecutiveSAESenior Creative Director SCDSenior CopyWriterSCWStrategy DirectorSWDVice President VPVisualizer Visualizer Group Head Web Designer WD中中文文解解释

12、释 副副美美术术指指导导 副副客客户户总总监监助助理理客客户户执执行行副副( (助助理理) )创创意意总总监监美美术术指指导导客客户户服服务务总总监监、业业务务指指导导客客户户执执行行、客客户户服服务务、客客户户主主任任客客户户经经理理客客户户企企划划 大大区区销销售售经经理理业业务务拓拓展展业业务务总总监监业业务务执执行行业业务务拓拓展展总总监监、业业务务总总监监创创意意总总监监、创创意意指指导导首首席席创创意意官官首首席席执执行行官官创创意意组组长长首首席席创创新新官官撰撰稿稿人人、文文案案总总裁裁文文案案指指导导客客户户主主管管代代理理执执行行创创意意总总监监设设计计师师 总总监监执执行

13、行创创意意总总监监客客户户群群总总监监 集集团团执执行行创创意意总总监监 创创意意组组长长创创意意群群总总监监媒媒体体指指导导、媒媒介介部部经经理理媒媒介介策策划划项项目目经经理理, , 对对内内居居多多常常用用广广告告职职务务术术语语企企划划总总监监高高级级美美术术指指导导资资深深客客户户执执行行高高级级/ /资资深深创创意意总总监监高高级级/ /资资深深文文案案策策略略总总监监副副总总裁裁插插图图家家、插插画画师师、绘绘图图员员、视视觉觉设设计计视视觉觉设设计计组组长长网网页页设设计计师师公公共共关关系系广广告告术术语语名名称称缩缩写写中中文文解解释释advertorial社社论论式式广广

14、告告advocacy advertising倡倡导导广广告告ambush marketing伏伏击击式式营营销销audiovisual materials视视听听材材料料bulleting boards公公告告牌牌community involvement社社会会参参与与corporate advertising企企业业广广告告corporate identity advertising企企业业识识别别广广告告crisis management危危机机管管理理entertainment娱娱乐乐exhibits展展品品feature articles特特写写house organ内内部部通通报报

15、in kind以以货货代代款款institutional advertising机机构构广广告告lobbying游游说说market prep corporate advertising前前期期市市场场企企业业广广告告marketing public relation营营销销公公关关news/press release新新闻闻简简报报opinion sampling意意见见抽抽样样philanthropy慈慈善善行行为为posters招招贴贴press agentry传传媒媒炒炒作作press/media kit传传媒媒工工具具public affairs公公共共事事务务public rela

16、tions公公共共关关系系户户public relations advertising公公共共关关系系广广告告publicity宣宣传传publics公公众众recruitment advertising招招聘聘广广告告reputation management声声望望经经营营speechwriting撰撰写写讲讲演演稿稿sponsorship赞赞助助venue marketing赛赛场场营营销销video news release新新闻闻通通报报录录像像广广播播媒媒介介广广告告术术语语名名称称缩缩写写中中文文解解释释affidavit of performance执执行行证证明明书书audi

17、ence composition受受众众构构成成audience share受受众众占占有有率率avails时时间间表表average quarter-hour audience一一刻刻平平均均听听众众数数average quarter-hour rating一一刻刻平平均均收收听听率率average quarter-hour share一一刻刻平平均均占占有有率率barter syndication交交换换辛辛迪迪加加broadcast TV无无线线电电视视cable TV有有线线电电视视cost per point CPP单单位位成成本本Cost per thousandCPM千千人人成成

18、本本cumulative persons累累积积听听众众数数cumulative rating累累积积收收听听率率day-part mix时时段段组组合合designated market areas预预定定市市场场区区域域drive time班班车车时时间间first-run syndication首首播播辛辛迪迪加加gross rating points毛毛评评点点homes using televisionHUT开开机机家家庭庭imagery transfer形形象象移移植植informercial信信息息式式广广告告interconnect互互相相连连接接inventory存存货货lo

19、cal time地地方方时时间间make-goods赔赔偿偿条条件件networks广广播播电电视视网网off-network syndication网网外外辛辛迪迪加加participation basis协协办办preemption rate占占位位价价格格prime time黄黄金金时时段段Program-based advertisingPLA节节目目式式广广告告program rating节节目目收收视视率率programming formats节节止止编编排排形形式式rating services视视听听率率调调查查服服务务公公司司run-of-station电电台台指指定定时时间

20、间sponsorship赞赞助助spot announcement点点播播通通告告spot radio点点播播广广播播total audience受受众众总总数数total audience plan总总体体受受众众计计划划television householdsTVHH电电视视家家庭庭Ultra High FrequencyUHF特特高高频频Very high frequencyVHF甚甚高高频频互互动动媒媒介介广广告告术术语语名名称称缩缩写写中中文文解解释释ad networks广广告告网网络络ad request广广告告查查询询banner横横幅幅广广告告broadsides阔阔幅幅说

21、说明明书书brochures手手册册business reply mail商商业业回回邮邮件件button按按钮钮cable-modem有有线线调调制制解解调调器器catalogs目目录录Compact Disc Read-Only MemoryCD-ROM 光光驱驱classified ad Web site分分类类广广告告WebWeb站站click rate点点击击率率click-throughs点点进进率率compiled lists编编辑辑名名录录creative dimensional direct mailing立立体体创创意意直直邮邮digital interactive med

22、ia数数字字互互动动媒媒介介Direct PC直直接接电电脑脑direct-mail advertising直直邮邮广广告告folders折折页页home pages主主页页houselists专专属属名名录录house organs内内部部刊刊物物interactive TV互互动动电电视视Internet互互联联网网Internet service provider互互联联网网服服务务供供应应商商interstitial插插播播广广告告keyword关关键键词词letter shop信信件件公公司司list broker名名录录经经纪纪人人mail-response lists邮邮件件反反

23、应应名名录录push technology推推播播技技术术self-mailers邮邮简简statement stuffers公公告告书书Web browserWebWeb浏浏览览器器Web page网网页页Web Televisionweb TVWebWeb电电视视World Wide WebWWW万万维维网网创创作作广广告告术术语语名名称称缩缩写写中中文文解解释释advertising message广广告告讯讯息息art艺艺术术art directionAD艺艺术术方方向向art directorAD美美术术总总监监animatic样样片片Advertorial 软软文文Ayer No.

24、1艾艾耶耶1 1号号式式analog proof模模拟拟校校样样answer print合合成成片片benefit headlines利利益益式式标标题题body copy正正文文big idea大大创创意意brainstorming头头脑脑风风暴暴法法bleeds出出血血版版blueline蓝蓝线线closing date截截止止期期color key色色基基color separation分分色色continuous tones连连续续调调copy cast组组排排cover paper封封面面纸纸CYMK printing青青、黄黄、红红、黑黑印印刷刷casting brief表表演演纲

25、纲要要close结结尾尾command headlines命命令令式式标标题题comprehensive layout/comp末末稿稿conceptualization概概念念化化copywriter文文案案人人员员creative brief创创意意纲纲要要creative director创创意意总总监监creative process创创意意过过程程creative pyramid创创意意金金字字塔塔demonstration演演示示device copy技技巧巧式式正正文文dialog/monolog copy对对白白/ /独独白白式式正正文文donut旁旁白白display typ

26、e特特排排字字体体emotional appeals感感性性诉诉求求fact-based thinking事事实实型型思思维维headline标标题题hook吸吸引引技技巧巧institutional copy企企业业形形象象式式正正文文integrated commercial整整合合广广告告interior paragraphs内内容容段段落落informational信信息息性性jingles歌歌谣谣式式kicker肩肩题题kerning出出格格line plate线线画画版版layout布布局局图图lead-in paragraph预预备备段段落落lifestyle technique

27、s生生活活方方式式技技法法logotypes标标志志mnemonic device助助记记手手段段musical commercials音音乐乐式式广广告告mandatories指指定定message strategy讯讯息息战战略略mandatories指指令令master tape母母带带mixed interlock合合成成样样片片mnemonic device助助记记手手段段narrative copy叙叙述述式式正正文文news/information headlines新新闻闻/ /信信息息式式标标题题nonverbal非非文文字字on camera出出镜镜头头postproduc

28、tion phase后后期期制制作作阶阶段段prepress phase开开印印前前阶阶段段preproduction phase预预备备阶阶段段production phase制制作作阶阶段段paste up拼拼版版picture-caption copy图图片片说说明明式式正正文文picture-window layout方方框框图图片片式式布布局局poster-style format招招贴贴式式格格式式provocative headlines启启发发式式标标题题product concept产产品品概概念念question headlines疑疑问问式式标标题题special eff

29、ects特特技技script脚脚本本signature cuts签签名名slice of life生生活活片片段段slogans口口号号straight announcement直直截截了了当当式式straight-sell copy直直接接推推销销式式正正文文subhead副副标标题题target audience目目标标受受众众transformational转转换换性性taglines标标题题句句testimonial证证言言text正正文文theme lines主主题题句句thumbnail小小样样trial close收收尾尾value-based thinking价价值值型型思思维

30、维verbal文文字字的的visualization形形象象化化visuals图图形形部部分分voiceover旁旁白白行行政政广广告告术术语语名名称称缩缩写写affirmative disclosureLeague of American AdvertisingAAFAmerican Association of Advertising AgenciesAAAANational Association of National AdvertisersANABetter Business BureauBBBcease-and-desist ordercomparative advertising

31、consent decreeconsumer advocateconsumer information networksconsumerismcopyrightcorrective advertisingdeceptive advertisingendorsementsethical advertisingFederal Communications CommissionFCCintellectual propertylong-term macro argumentsNational Advertising DepartmentNADNational Advertising Review Bo

32、ardNARBNational Advertising Review CommitteeNARCnonproduct factspatentprivacy rightspufferyshort-term manipulative argumentssocial responsibilitysubliminal advertisingsubstantiationtestimonialstrademarkunfair advertisingU.S.Patent and Trademark Office中中文文解解释释明明确确表表示示美美国国广广告告联联盟盟美美国国广广告告公公司司协协会会全全国国性

33、性广广告告主主协协会会商商业业促促进进局局停停止止/ /中中止止令令比比较较广广告告服服罪罪判判决决书书消消费费者者保保护护团团体体消消费费者者信信息息网网络络消消费费者者保保护护主主义义版版权权更更正正广广告告欺欺骗骗性性广广告告推推荐荐道道德德广广告告联联邦邦通通讯讯委委员员会会知知识识产产权权长长期期宏宏观观论论全全国国广广告告处处国国家家广广告告审审查查局局国国家家广广告告审审查查委委员员会会非非产产品品事事实实专专利利隐隐私私权权夸夸大大短短期期操操纵纵论论社社会会责责任任潜潜意意识识广广告告证证据据证证实实商商标标行行政政广广告告术术语语不不正正当当广广告告美美国国专专利利与与商商

34、标标署署销销售售广广告告术术语语名名称称缩缩写写advertising allowancebuyback allowancecents-off promotioncombination offercompany conventions & dealer meetingsconsumer sales promotioncontestcooperative/co-op advertisingcouponscustomer lifetime valuedata accessdata managementdatabasedatabase marketingdirect marketingdir

35、ect-response advertisingdirect-sales strategydirect sellingdisplay allowancedivertingelectronic couponsforward buyingfree-standing insertsin-store samplinglinkage mediapersonal sellingpoint-of-purchase materialspolybaggingpremiumspull strategypush money/spiffspush strategyrebatesRFM formulasales pro

36、motionsamplingslotting allowancesweepstaketelemarketingtrade advertisingtrade concentrationtrade dealstrade promotion中中文文解解释释广广告告津津贴贴回回购购津津贴贴减减价价促促销销套套装装赠赠送送公公司司大大会会与与经经销销商商聚聚会会消消费费者者销销售售推推广广竞竞赛赛联联合合广广告告优优惠惠券券顾顾客客终终身身价价值值数数据据进进入入数数据据管管理理数数据据库库数数据据库库营营销销直直接接营营销销直直接接反反应应广广告告直直接接销销售售战战略略直直接接销销售售陈陈列列津津贴

37、贴易易地地销销售售电电子子优优惠惠券券提提前前购购买买广广告告插插页页店店内内样样品品试试用用联联络络媒媒介介人人员员销销售售售售点点材材料料什什锦锦袋袋装装样样品品奖奖品品拉拉式式战战略略推推销销奖奖金金推推式式战战略略部部分分退退款款近近期期、频频次次、货货币币方方程程销销售售广广告告术术语语销销售售推推广广样样品品试试用用货货位位津津贴贴抽抽奖奖电电话话营营销销贸贸易易广广告告贸贸易易集集中中贸贸易易折折扣扣贸贸易易推推广广媒媒介介策策划划广广告告术术语语名名称称缩缩写写advertising impressionadvertising response curveattention v

38、alueaudienceaudience objectivesblinkingbrand development indexburstingcategory development indexcirculationcontinuitycontinuous schedulecost efficiencycost per point CPPcost per thousand CPMcreative mix distribution objectives effective frequency effective reachexposure value Markets, finance, media

39、, combination,method5Msflighting schedulegross impressionsgross rating points marketsmechanics media planning MPmedia vehiclesMVmessage weight MWmethodology mixed-media approach motivation value opportunity to seepulsing schedulerating reachreaders per copyrecency planning roadblocking spillover med

40、iasynergy television householdsTVHH中中文文解解释释广广告告印印象象广广告告反反应应曲曲线线注注意意度度受受众众受受众众目目标标间间歇歇式式排排期期品品牌牌开开发发指指数数集集中中式式品品种种开开发发指指数数发发行行量量持持续续性性持持续续式式成成本本效效益益单单位位成成本本千千人人成成本本创创意意组组合合分分布布目目标标有有效效频频次次有有效效到到达达率率暴暴露露值值市市场场、资资金金、媒媒介介、组组合合、方方法法起起伏伏式式总总印印象象毛毛评评点点市市场场组组合合媒媒介介策策划划媒媒介介载载体体讯讯息息力力度度方方法法组组合合媒媒介介法法驱驱动动值值看看见

41、见机机会会脉脉冲冲式式媒媒介介策策划划广广告告术术语语视视听听率率到到达达率率每每册册读读者者数数近近期期策策划划路路障障式式外外溢溢媒媒介介增增效效效效应应电电视视户户媒媒介介运运用用广广告告术术语语名名称称缩缩写写Audit Bureau of circulationABC bleedbulk discountsbusiness magazines circulation audit classified ads Classified Ads Network of New YorkCANNYclassified display adsclosing date combination rat

42、es consumer magazines contract rate controlled circulationcover date cover position custom magazine daily newspapers demographic editionsdisplay advertisingearned rates farm publications flat rate frequency discounts full positiongatefold geographic editions guaranteed circulation horizontal publica

43、tion independent shopping guide insertinsertion orderisland halves junior unit local city magazine Magazine Publishers AssociationMPAmedia buyerMedia ruler survey LimitedMRInational magazines national rateNewspaper Association of AmericaNAANewspapers libraryNSB on-sale dateopen ratepaid circulationp

44、op-up ad.preferred-position rates preprinted inserts primary circulation proof copy public notice rate baserate card reading notice regional publicationsROP advertising ratessecondary/pass-along readershipshort rateThe Sai Mengsi Market Research BureauSMRBsplit runs Standard ad unitsSAUStandard fees and data services companySRDSstandard-size newspaper Sunday supplement tabloid newspapertear sheetsThree Dimensions ads3-D ads vertical publicationvolume discountsweekly newspapers中中文文解解释释发发行行量量审审核核局局出出血血批批量