英文-广告术语

英文-广告术语AAAAmericaAssociationofAdvertising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-businessadvertising(B2Badvertising)B2B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ChiefExecutiveOfficer(CEO)首席执行长官ChiefFinancialOfficer(CFO)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-useri段终用户、实际使用者industrialadvertisin工业广告institutionaladvertising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|性广告noncommercialadvertising非商业广告pitch提案professionaladvertising业服务型广告publicserviceadvertising(PSA)公益广告puffery吹捧式的广告qualitative定性的quantitative定量的ResearchDepartment调查部retailadvertisings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coupon赠券、折价券logo品牌标识Commercial多视广告片Commercial多视广告片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publicrelations(PR)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双盲测试指实验组和对照组）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、对于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litigatio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咨询corporateidentity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直销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nontraditional非传统的packaging包装productplacement产品涉入promotion活动psychographic心理统汁的retai犀售retailspace零售市场区域salespromotion促销活动sponsorship赞助tradechannels业务渠道verticalpublication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：ka：d]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过一整天pass・・・offto把……给出adplanning广告策划admen广告人appeal诉求copyplatform文案大纲creativestratgy创意策略consumerbehavior消费者行为consumerbehavior消费者行为DAGMAR 广告效果评估体系Daypart时段Decayconstant衰退常数hierarchy-of-effecttheor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softsel软销，感受型广告strategicplanning战略策划teasercampaign悬念式调味）广告攻势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广告）行动口号top-theTin顶级的tradecharacter吉祥物口近1五好处，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覆盖率，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^^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availabilit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同一客户广告连播primetime黄金时报pulsing栏栅式或间隔式）排期roadblock拦路广告run-of-schedule（ROS）非指定时段staggeredschedule交错排期wavescheduling波浪式排期wearout广告磨损lnlieuOf代替buriedposition被淹没的广告位columninch栏/英寸报纸广告单位）doubletruck双页/，告跨页）facing一个广告牌户外媒体单位）franchisedposition专用广告位置insertion平面媒体广告次数insertionorder广告版位定购islandposition独立广告版位lifestylesegmentation生活形态细分localadvertising地方性广告makegood补偿广告mediabuy媒体购买mediabuyingservice媒体购买代理narrowcasting小范围播放（窄播）preferredposition首选广告版位readership读者人数representative媒体销售代表run-of-press随意安置的广告版位splitrun分版刊登spread[spred]杂志跨页cardrate广告市价combination套装广告价controlledcirculation定向发行量costperpoint(CPP)每收视点成本costperthousand(CPM)每千人成本earnrate媒体折扣价flatrat统一价格gridcard电波广告刊例guaranteedcirculation承诺发行量horizontalpublication横向出版物AA(AccountAssistant)客户助理ActionPlan行动方案AD(AccountDirector)客户总监AddValue附加价值Ads(Advertisement)广告Advertorial付费软文AE(AccountExecutive)客户代表、客户主任Agency代理商AM(AccountManager)客户经理AnalysisTools分析工具Announcement公告AnnualReport年报AP(Asia-Pacific)亚太区ARList任务清单ATL(AbovetheLine)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BI(BehaviorIdentity)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品牌策划股计BrandPositioningSurvey品牌定位调查BrandPositioning品牌定位BrandPromotion品牌推广BrandingStrategy品牌战略BriefingKi资料包Briefing情况介绍

BTL(BelowtheLine)线下活动BU(BusinessUnit)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经营战略Campaign公关或营销活动CareerDevelopment职业发展CareerPlanning职业计划Casestudy案例研究Category类别Celebration庆典活动CEOReputationManagementCEO 声誉管理CEO'sArrangementCEO接待Channel渠道Chart幻灯片中的页面ChinaGoldenAwardsForExcellenceinPublicRelations中国Relations中国1:佳公共关系案例大赛中国国ChinaInternationalPublicRelationsCongress际公共关系大会中国国CI(CorporateIdentit)企业形象CIPRA(ChinaInternationalPublicRelationsAssociation)中国国际公共关系协会CIS(CorporateIdentitySysetm)企业形象识别系统ClientDatabaseManagement客户数据管理ClientOrientedStrateg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客户关系维护系统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竞争对手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控制阶段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成本控制CostManagement成本管理Creative&Design创意设计Credential公司或个人简介CrisisControl危机控制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DM (Directmailing)直邮DomainNameRegistration域名注册Donation捐赠EC(EastChina)华东EditorialCalendar媒体刊登计划EffectiveCommunications有效传播EmployeeCompensation员工薪酬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GCG(GrandChina)大中国区Glossary词汇表GovernmentAffairs政府事务GovernmentPR 政府公关GovernmentRelations政府关系Govt(Government)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IMC(IntegratedMarketingCommunications)整合营传

Implementation实施IncentivePlan激励计划IndustryParticipatio行业参与InitiatingPhase初始阶段INPUTSEvaluationTools输入级评估工具IntegrationManagement整合管理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InternalFiln内部电影InternalPR内部公关InternationalPR际公关InternationalPR际公关InternetCommunications网络传播InternetMediaCommunications 网媒传播InterpersonalCommunications人际传播Interprete翻译Interview专访或面试IntroductionLantern宣传幻灯InvestorRelations投资者关系InvitationLette邀请IPR(InstituteofPublicRelation英国公共关系协会

IPRA(InternationalPublicRelationsAssociatiOnU际公共关系协会IssueDiagnosis问题诊断IssuesManagement 问题管理ISV(IndividualSoftwareVendor)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KeyMessages关键信息KeynoteSpeaker主题演讲人KeynoteSpeech主题演讲LA(LargeAccount)大客户LE(LargeEnterprise)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Marcomm(MarketingCommunications)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MB(Mediumbusiness)中客户MC(MasterofCeremonies)主持人MC(MiddleChina)华中MD(ManagingDirector)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MI(MindIdentity企业理念识别MI(MediaIndex)企业媒体声望指数Mindshare品牌影响力份额Miscellaneous杂费Miscellaneous杂费MonthlyReport月报MultifunctionalTaskForce多职能任务小组NationalStandardsofthePRProfessionalQualifications家公共关系职业资格标准NC(NorthChina)华北NE(NortheastChina)东北NegativeReport负面报道NewProductLaunch新产品发布NewsClipping新闻剪报NewsRelease新闻发布Newsletter通讯

No-profitPR非营利机构公关NormsofExcellentPRManagement 卓越公共关系管理标准NW(NorthwestChina)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OOP(Out-of-PocketOOP(Out-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OV(OneVoice)一个声音PhotoLibrary图片库PlanningPhase策划阶段Polish文案润色POP(PointOfPurchaseAdvertising)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公关顾问工具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新闻发布会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ProfessionalCertificatio职业认证ProfessionalConsultant专业顾问ProfessionalfeeProfessionalfee专业服务费ProfessionalGrading专业等级ProjectLifeCycl项目生命周期ProjectManagement项目管理ProjectOwner项目委托人ProjectTitl顼目标题Project公关项目Proposal公关建议书PRSA(PublicRelationsSocietyofAmericQ美国公共关系协会PubicOpinion公众舆论PublicAffair公共事务PublicRelationsConsulting公关顾问PublicRelationsCrisi公关危机PublicRelationsManagement公关管理PublicRelations公共关系PublicUtility用事业Publicity宣传Q&A问题问答QualifiedProjectManager