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首页 营销和广告术语中英对照

营销和广告术语中英对照

营销和广告术语中英对照

Jason
2007-09-06 0人阅读 举报 0 0 暂无简介

简介:本文档为《营销和广告术语中英对照pdf》,可适用于人文社科领域

营销和广告术语类别中文English营销调研态度测试attitudetests中心场所测试centrallocationtests混杂测试cluttertests直接提问法directquestioning试验法experimentalmethod小组讨论focusgroup正试调查formalresearch成见效应haloeffect深度访问indepthinterview非正式试调查informalresearch查询测试inquirytests深度调查技术intensivetechniques营销信息系统marketinginformationsystem,MIS营销调查marketingresearch市场markets媒介种类mediaclass媒介调查mediaresearch媒介细分mediasubclass媒介单位mediaunits媒介载体mediavehicles产品merchandise讯息message动机motives非概率抽样nonprobabilitysamples观察法observationmethod事后测试posttesting事前测试pretesting初级信息primarydata投射法projectivetechniques定性调查qualitativeresearch定量调查quantitativeresearchof营销和广告术语类别中文English随机概率抽样randomprobabilitysamples回忆测试recalltests信度reliability销售测试salestests样本sample样本单位sampleunits二级信息secondarydata全面调查survey试验市场testmarket通用产品代码universalproductcode总体universe营销调研效度validity营销策划广告计划advertisingplan广告战略advertisingstrategy自下而上式营销bottomupmarketing传播媒介communicationsmedia企业目标corporateobjectives创意组合creativemix试验调查法empiricalresearchmethod整合营销传播integratedmarketingcommunication顾客终身价值lifetimecustomervalue营销目标marketingobjectives营销计划marketingplan营销战略marketingstrategy需求一满足式目标needsatisfyingobjectives目标任务法objectivetaskmethod销售百分比法percentageofsalesmethod产品概念productconcept关系营销relationshipmarketingof营销和广告术语类别中文English销售定向式目标salestargetobjectives市场份额法广告份额法shareofmarketshareofvoicemethod形势分析situationanalysis利益相关者stakeholderSWOT分析(优势、弱势、机遇与威胁)strengthweaknessopportunitythreatanalysis战术tactics目标受众targetaudience营销策划自上而下式营销topdownmarketing营销品牌兴趣brandinterest品牌忠诚brandloyalty企业市场businessmarkets影响中心centersofinfluence有意劝服路径centralroutetopersuasion认知cognition消费行为consumerbehavior消费者决策过程consumerdecisionmakingprocess消费者市场consumermarkets文化culture现有顾客currentcustomers详尽可能性模型ElaborationLikelihoodModel环境因素environment选择评估evaluationofalternatives评估标准evaluativecriteria参考组evokedset交换exchange政府市场governmentmarkets习惯habit需要层次hierarchyofneeds工业市场industrialmarketsof营销和广告术语类别中文English营销信息性动机informationalmotives人际影响interpersonalinfluences认知learning市场market卖主marketers营销marketing大脑档案mentalfiles动机motivation需要needs被动生成动机negativelyoriginatedmotives非人员影响nonpersonalinfluences舆论领袖opinionleader集团买主organizationalbuyers感知perception感知过滤perceptualscreens无意劝服路径peripheralroutetopersuasion个人过程personalprocesses劝服persuasion生理过滤physiologicalscreens主动生成动机positivelyoriginatedmotives购后失调学说postpurchasedissonance购后评估postpurchaseevaluation潜在顾客prospectivecustomers心理过滤psychologicalscreens参照人群referencegroups经销商市场resellermarkets选择性感知selectiveperception自我意识selfconcept社会阶层socialclasses刺激stimulus亚文化subcultureof营销和广告术语类别中文English营销认知失调学说theoryofcognitivedissonance转换性动机transformationalmotives国际市场transnationalmarkets效用utility欲望wants地理人口细分geodemographicsegmentation地理细分geographicsegmentation成长期growthstage隐性差异hiddendifferences独立品牌individualbrand诱导性差异induceddifferences密集分销intensivedistribution引入期introductoryphase特许品牌licensedbrand市场细分marketsegmentation营销组合marketingmix成熟期maturitystage全国性品牌nationalbrand网络营销networkmarketing非人员传播nonpersonalcommunication人员型服务peoplebasedservice显性差异perceptibledifferences人员传播personalcommunication定位position价格因素priceelement初级需求primarydemand首要需求趋势primarydemandtrend私家品牌privatelabel产品概念productconcept产品因素productelement产品生命周期productlifecycleof营销和广告术语类别中文English消费心态细分psychographicsegmentation消费心态psychographic宣传publicity拉pull拉式战略pullstrategy购买时机purchaseoccasion推入push推式战略pushstrategy转销商reseller销售推广salespromotion选择性需求selectivedemand选择性分销selectivedistribution服务service特别事件specialevents标准工业分类代码StandardIndustrialClassificationCodes目标市场targetmarket目标营销过程targetmarketingprocess电话营销telemarketing使用率usagerates用户身份userstatus垂直营销体系verticalmarketingsystem营销用量细分volumesegmentation公关软文advertorial倡导广告advocacyadvertising伏击式营销ambushmarketing视听材料audiovisualmaterials公告牌bulletingboards社会参与communityinvolvement企业广告corporateadvertisingof营销和广告术语类别中文English企业识别广告corporateidentityadvertising危机管理crisismanagement娱乐entertainment展品exhibits特写featurearticles内部通报houseorgan以货代款inkind机构广告institutionaladvertising游说lobbying前期市场企业广告marketprepcorporateadvertising营销公关marketingpublicrelation新闻简报newspressrelease意见抽样opinionsampling慈善行为philanthropy招贴posters传媒代理pressagentry传媒工具pressmediakit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赞助sponsorship赛场营销venuemarketing公关新闻通报录像videonewsreleaseof营销和广告术语类别中文English职能客户策划accountplanning广告代理公司advertisingagency艺术指导artdirectors美术工作室artstudios全国性广告主协会ANA品牌经理brandmanager企业对企业广告公司businesstobusinessagency集中式广告部centralizedadvertisingdepartment分类广告classifiedadvertising清仓广告clearanceadvertising联合广告cooperativeadvertising文案copy文案人员copywriters创意工作室creativeboutique创意总监creativedirector分散式体制decentralizedsystem部门式departmentalsystem发展期developmentstage数字互联媒介digitalinteractivemedia直邮广告directmailadvertising电子媒介electronicmedia手续费代理费混合制feecommissioncombination外国媒介foreignmedia全面服务公司fullserviceadvertisingagency普通消费者广告公司generalconsumeragency全球性卖主globalmarketers集团式groupsystem横向联合广告horizontalcooperativeadvertising专属广告公司inhouseagency奖励制incentivesystem独立制作社independentproductionhouseof营销和广告术语类别中文English职能独立调查公司independentresearchcompany机构广告institutionaladvertising整合营销传播integratedmarketingcommunications互联广告公司interactiveagency国际广告公司internationalagency国际媒介internationalmedia国际化架构internationalstructure地方性广告localadvertising地方广告公司localagency维持期maintenancestage经营总监managementsupervisors差价markup媒介media媒介购买公司mediabuyingservice媒介代理费mediacommission跨国公司multinationalcorporations全国性广告主nationaladvertiser全国性广告公司nationalagency户外广告outdooradvertising点point关系预备期prerelationshipstage印刷媒介printmedia印刷厂printers产品广告productadvertising区域性广告主regionaladvertiser区域性广告公司regionalagency常规价格广告regularpricelineadvertising截留费制retainersystem减价广告saleadvertising销售推广部salespromotiondepartment推测性提案speculativepresentationof营销和广告术语类别中文English直接费制straightfeesystem下游公司supplier终结期terminationstage交通广告transitadvertising纵向联合广告verticalcooperativeadvertising职能网络设计社Webdesignhouse创意艺术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创造creativity感性诉求emotionalappeals控险家explorer事实型思维factbasedthinking信息性informational法官judge指定mandatories讯息战略messagestrategy非文字nonverbalof营销和广告术语类别中文English产品概念productconcept创意理性诉求rationalappeals目标受众targetaudience技巧technical转换性transformational价值型思维valuebasedthinking文字的verbal形象化visualization战士warrior样片animatic动画技法animationtechniques声频audio艾耶号式AyerNo利益式标题benefitheadlines正文bodycopy粗体boldface照相制版camerareadyart表演纲要castingbrief结尾close命令式标题commandheadlines末稿comprehensivelayoutcomp演示demonstration设计design技巧式正文devicecopy对白独白式正文dialogmonologcopy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institutionalcopyof营销和广告术语类别中文English整合广告integratedcommercial创意内容段落interiorparagraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落leadinparagraph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newsinformationheadlines出镜头oncamera拼版pasteup摄影师photographers图片说明式正文picturecaptioncopy方框图片式布局picturewindowlayout招贴式格式posterstyleformat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storyboardroughsof营销和广告术语类别中文English直截了当式straightannouncement创意直接推销式正文straightsellcopy副标题subhead标题句taglines证言testimonial正文text主题句themelines小样thumbnail收尾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camerareadyart字符计算式charactercountmethod电影摄影师cinematographer截止期closingdate色基colorkey分色colorseparation连续调continuoustones控制室controlroom组排copycast封面纸coverpaper青、黄、红、黑印刷CYMKprinting数字媒介digitalmediaof营销和广告术语类别中文English数字校样digitalproof创意数码视频效应装置DVEunits导演director特排字体displaytype复制带dubs拷贝dupes电子制作electronicproduction晒版台纸flats一套铅字font四色印刷fourcolorprocess网目凸版halftoneplate网屏halftonescreen互动电视interactiveTV任务夹jobjacket出格kerning电脑亭kiosk加空铅leading硬性软片linefilm线画版lineplate实景真人liveaction外景地location制片场lot指令mandatories公共场所massaudiencevenue母带mastertape合成样片mixedinterlock助记手段mnemonicdevice多媒体演示multimediapresentation正色投影胶片orthographicfilm透明塑料膜overlay个人场所personalaudiencevenueof营销和广告术语类别中文English平台使用费platformlicensing后期制作阶段postproductionphase开印前阶段prepressphase预备阶段preproductionphase印刷制作经理printproductionmanager印刷制作过程printproductionprocess非公开场所privateaudiencevenue制片人producer制作阶段productionphase复映复播追加酬金residualfee反差套印reverseknockout无衬线字体sansserif最低合同工资scale衬线字体serif一场session特技specialeffects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textpaper正文字体texttype合套trap字系typefamilies排印工艺typography网页Webpage单词计算式wordcountmethod工作样片workprint创意书写纸writingpaperof营销和广告术语类别中文English销售回购津贴buybackallowance目录catalog减价促销centsoffpromotion套装赠送combinationoffer公司大会与经销商聚会companyconventionsdealermeetings消费者销售推广consumersalespromotion竞赛contest联合广告cooperativecoopadvertising优惠券coupons顾客终身价值customerlifetimevalue数据进入dataaccess数据管理datamanagement数据库database数据库营销databasemarketing直接营销directmarketing直接反应广告directresponseadvertising直接销售战略directsalesstrategy直接销售directselling陈列津贴displayallowance易地销售diverting电子优惠券electroniccoupons提前购买forwardbuying广告插页freestandinginserts游戏game店内样品试用instoresampling联络媒介linkagemedia人员销售personalselling售点材料pointofpurchasematerials什锦袋装样品polybagging奖品premiumsof营销和广告术语类别中文English拉式战略pullstrategy推销奖金pushmoneyspiffs推式战略pushstrategy部分退款rebates近期、频次、货币方程RFMformula销售推广salespromotion样品试用sampling货位津贴slottingallowance抽奖sweepstake电话营销telemarketing贸易广告tradeadvertising贸易集中tradeconcentration贸易折扣tradedeals销售贸易推广tradepromotion媒介策划广告反应曲线advertisingresponsecurve注意度attentionvalue受众audience受众目标audienceobjectives间歇式排期blinking品牌开发指数branddevelopmentindex集中式bursting品种开发指数categorydevelopmentindex发行量circulation持续性continuity持续式continuousschedule成本效益costefficiency单位成本costperpoint千人成本costperthousand创意组合creativemixof营销和广告术语类别中文English分布目标distributionobjectives有效频次effectivefrequency有效到达率effectivereach暴露值exposurevalue市场、资金、媒介、组合、方法Ms起伏式flightingschedule频次frequency总印象grossimpressions毛评点grossratingpoints市场markets组合mechanics媒介media媒介策划mediaplanning媒介载体mediavehicles讯息力度messageweight方法methodology组合媒介法mixedmediaapproach资金money驱动值motivationvalue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媒介策划电视户televisionhouseholdsof营销和广告术语类别中文English报刊媒体出血bleed批量折扣bulkdiscounts行业杂志businessmagazines发行量审核circulationaudit分类广告classifiedads纽约分类广告网络CANNY分类图片广告classifieddisplayads截稿日期closingdate彩色样品纸条colorstrip混合收费制combinationrates消费者杂志consumermagazines合同收费制contractrate赠阅发行controlledcirculation联合形式cooperativecoopprograms千人成本CPM封面日期coverdate封面位置coverposition购物杂志custommagazine日报dailynewspapers人口版demographiceditions图片广告displayadvertising实际收费earnedrates农业刊物farmpublications统一收费制度flatrate香味纸条fragrancestrips频率折扣frequencydiscounts黄金版位fullposition门式折页gatefold地理版geographiceditions基本发行量guaranteedcirculation横向刊物horizontalpublicationof营销和广告术语类别中文English报刊媒体独立购物指南independentshoppingguide插页insert加插刊登通知insertionorder岛形半版islandhalves小单元juniorunit地方城市杂志localcitymagazine杂志出版人协会MPA媒介采购员mediabuyer媒介标尺调查有限公司MRI全国性杂志nationalmagazines全国性价格nationalrate美国报业协会NAA报纸版面库NSB上市日期onsaledate公开收费制度openrate订阅发行paidcirculation自动弹启式广告popupad自选版位费preferredpositionrates预印广告插页preprintedinserts初级发行量primarycirculation清样proofcopy公告publicnotice费率基准ratebase价目表ratecard阅读告示readingnotice地区性刊物regionalpublications任意版位费制ROPadvertisingrates二级读者量secondarypassalongreadership欠资收费制shortrate赛蒙斯市场调查局SMRB多胞胎版splitrunsof营销和广告术语类别中文English标准广告单位SAU=standardadvertisingunit标准收费与数据服务公司SRDS标准型报纸standardsizenewspaper周日增刊Sundaysupplement小报型报纸tabloidnewspaper撕样tearsheets三维广告Dads纵向刊物verticalpublication数量折扣volumediscounts报刊媒体周报weeklynewspapers电台媒体受众构成audiencecomposition受众占有率audienceshare时间表avails一刻平均听众数averagequarterhouraudience一刻平均收听率averagequarterhourrating一刻平均占有率averagequarterhourshare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daypartmix预定市场区域designatedmarketareas班车时间drivetime首播辛迪加firstrunsyndication毛评点grossratingpoints开机家庭HUTof营销和广告术语类别中文English形象移植imagerytransfer信息式广告专题片informercial互相连接interconnect存货inventory地方时间localtime赔偿条件makegoods广播电视网networks网外辛迪加offnetworksyndication协办participationbasis占位价格preemptionrate黄金时段primetime节目式广告PLA节目收视率programrating节目编排形式programmingformats视听率调查服务公司ratingservices电台指定时间runofstation赞助sponsorship点播广播spotannouncement点播广播spotradio受众总数totalaudience总体受众计划totalaudienceplan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basicbus展台booths路牌bulletinstructure车内尾部招贴carendpostersof营销和广告术语类别中文English电影贴片广告cinemaadvertising名录directories张招贴eightsheetposters电子显示屏electronicsigns陈列品exhibits陈列媒介exhibitivemedia全面登场fullshowing全球定位系统GPS车内广告牌insidecards露出数showing户外媒介outofhomemedia车体招贴outsideposters包装packaging奖品premiums产品安插productplacement登场showing看板spectaculars标准户外广告standardizedoutdooradvertising成品招贴stockposters优惠赠券takeones出租车外壳taxicabexteriors终点站招贴terminalposters张招贴架sheetposterpanel整车牌位totalbus商业展示会tradeshows交通广告transitadvertising车站棚广州广告transitshelteradvertising户外媒体录像手册videobrochureof营销和广告术语类别中文English互联网媒体广告查询adrequest横幅广告banner阔幅说明书broadsides手册brochures商业回邮件businessreplymail按钮button有线调制解调器cablemodem目录catalogs光驱CDROM分类广告Web站classifiedadWebsite点击率clickrate点进率clickthroughs编辑名录compiledlists小甜饼cookies立体创意直邮creativedimensionaldirectmailing数字互动媒介digitalinteractivemedia直接电脑DirectPC直邮广告directmailadvertising折页folders主页homepages专属名录houselists内部刊物houseorgan互动电视interactiveTV互联网Internet互联网服务供应商Internetserviceprovider插播广告interstitial关键词keyword电脑亭kiosk信件公司lettershop名录经纪人listbroker邮件反应名录mailresponselistsof营销和广告术语类别中文English明信片postcards推播技术pushtechnology销售信函salesletters搜索引擎searchengines邮简selfmailers赞助sponsorship公告书statementstuffersWeb浏览器Webbrowser网页WebpageWeb电视WebTV互联网媒体万维网WorldWideWebPreparedbyHirenZhengAprofall

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