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广告词汇

(2009-01-04 11:38:22)
标签:

杂谈

bid       [bid]                                             广告竞标
business-to-business advertising (B2B advertising)                  B2B广告
brand         image                                          品牌映象
capitalism                                                     资本本主义,资本运营
commercial                 advertising                          商业广告
communication                    process                         传播过程
comparative               advertising                                      比较广告
consumer               advertising                            消费品广告

industrial               advertising                              工业广告
institutional                       advertising                      社团机构广告
Management Supervisor                                       管理监督
Market share                                                市场占有率
Marketing                                                     营销
Media Department                                   媒介部
media planning                                      媒体策划
media                                               媒介
national           advertising                        全国性广告
noncommercial                  advertising                         非商业广告
pitch                                                            提案
professional              advertising                                业服务型广告
public service advertising(PSA)                                     公益广告
puffery                                                          吹捧式的广告

qualitative                                        定性的
quantitative                                       定量的

Research Department                             调查部
retail            advertising                         零售商广告

Sister  agency                                  同属同-集团的广告公司
supplier                                          制作公司

Traffic Department                               流程协调部

Brainstorming                                     头脑风暴法
Campaign                                      广告攻势
Commercial                                   影视广告片
coupon                                         赠券、折价券
logo                                         品牌标识
magazine                                       杂志
media budge                                   媒体预算
media mix                                     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
public relations(PR.)                          公共关系
radio                                        广播媒体
Situation               Analysis                   背景分析
Slogan                                        广告口号
Television program                            电视节目
Website [websait]                             主页,网站
Drive-time                                        交通高峰时间
So big                                              做大
Numbers                                            数据
Yeah                                               是的(对啦)
A priori                                        先验估汁(演绎法)
A posteriori                                          实测值(归纳法)
Code                                            编号
debranding                                     品牌屏蔽测试
depth Interview                                  深度访谈
desk research                                    案头调研
dichotomous               question                两分问题
double-barreled question                          两难问题
double-blind                                    双盲测试(指实验组和对照组)
fatigue           bias                              疲劳偏差
fieldwork                                     现场调查
focus group                                   焦点小组
interview                                        访谈
market research                                市场调查
mystery shopping                             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
boil down to                                 归结为
hard-and-fast                                明确易懂
pretty much                                 大致上

analysis                                   分析
community relation                        社区关系
competitor                                竞争者、对于
content integration                        软性广告
cost effective                            广告成本效益
creative                                    创意
direct mail(DM)                                    直邮广告
direct marketing                                      直销
event planning                                     活动策划
exhibition stand                                       展台
integrated              branding                       整合品牌传播
internal corporate communications                    企业内部沟通
investor relations                                  股东关系
nontraditional                                    非传统的
packaging                                       包装
product placement                                 产品涉入
promotion                                        活动
psychographic                                        心理统汁的
retail                                               零售
retail space                               零售市场区域
sales promotion                          促销活动
sponsorship                                赞助
trade channels                           业务渠道
vertical             publications                                    行业刊物
viral            marketing                                传染式营销
best face forward                                 展现最佳面貌
speak with One  voice                             统一传播口径
the edge                                        优势
top to bottom                                    自上而下

Billboard                                     广告路牌
Blow in card                                          报刊广告插页
Bulldog edition                          报纸的早发版
Car card  [ka:ka:d]                   车厢广告
Counter advertising                     异议式、对抗式广告
Display advertisement                   陈列式广告
Electric spectacular                           霓虹灯广告
Free-standing insert                     非装订广告插页
House organ                         企业专刊(杂志)
Insert                                广告插页
Island display(超市内)堆头式陈列
mail-order advertising                  邮购广告
network                          电(视)台网
out-of-home advertising              家外媒体
painted bulletin                           手绘广告牌
panel                                   广告牌
pass-along reader                        传阅读者
poster panel                        用印刷画 面拼贴的广告牌
shelf screamers                             货架插件广告物
supplementary  media                              辅助媒体(非大众传媒)
vehicle                                           广告载体
count out                                      清点,算出
make it through the day                     过一整天
pass...off  to                               把……给出
pass-along   reader                                 传阅读者
poster  panel                            用印刷四画面拼贴的广告牌
shelf screamers                               货架插件广告物
supplementary media                                   辅助媒体
vehicle                                            广告载体
count to                                  清点,算出
make it through the day                    过一整天
pass...off to                       把……给出

ad planning                            广告策划
admen                                  广告人
appeal                                       诉求
consumer behavior                            消费者行为
copy platform                                     文案大纲
creative stratgy                              创意策略
DAGMAR                                 广告效果评估体系
Day part                                     时段
Decay constant                                   衰退常数
hierarchy-of-effect theory                 效果层级理论
infomercial                                      电视直销节日
market  profile                             市场状况
market segmentation                                          市场细分
persuasion              process                              劝服过程
primary demand advertising                           品类诉求广告
product-related segmentation                         产品消费量细分

seasonality                                          季节性
selective demand advising                 选样性诉求(品牌)广告
soft  sell                                 软销,感受型广告
strategic planning                             战略策划
teaser          campaign                          悬念式(调味)广告攻势

rule-of thumb     经验法则

brand manager                                  品牌经理
corporate advising                                企业广告
family  brand                                      多品类品牌
generic brand                            非名牌(产品)
green advertising              绿色策略式广告
image advertising                    形象广告
line                                                产品系列
name-brand                                            名牌
national  brand                                    全国性品牌
parity                                               同等
private brand                                          零售商自有品牌
product different                                         产品差异
product management品牌管理

product positioning                                    产品定位
reference group                                       参照组
tagline                                      (广告)行动口号
top -the -line                                    顶级的
trade character                                  吉祥物
utility                                                   好处,用途
really do something with                         确实能用它做些文章

zccumulation                                               受众数(特定周期内)
audience duplication                                                      重复受众
brand development index                品牌成长指数
category development index(CDI) 销量成长指数

coverage                                       覆盖率,覆盖范围
cumulative coverage                            累计(总)覆盖率
exposure                                                告显露次数
frequency                                                 广告频次
gross audience                                          受众总量
gross impression                                       总印象
gross rating points                                   总收视点
loyalty index                                       忠诚度
mags                                               杂志(简写)
media concentration theory                           媒体集合理论
media dominance theory                               媒介优势理论
media plan                                             媒体计划
net unduplicated                   audience                              受众
participation                                                          参与
program delivery rate                                        节目到达率
reach                                                         到达
turnover                                                               受众流失
overall                                                                     全部的
rerunning  numbers                                                  复核---的数据

archetype                                                            标准受众,原型
availability                                                                   空余时段
back- to-back                                                          广告连播
chain break                                                         节目提示标板
circulation                                                               发行量
continuity                                                                 持续型排期
continuous advertising                                           持续型广告
fresh                                               新颖的
fringe  time                                             非黄金时段
holding power                                   节目(频道)凝聚力
holdover audience                                    既有观众
inherited audience                                     既有观众
open end                                        节日提示语广告时段
piggyback                                                    同一客户广告连播
prime time                                                 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
staggered schedule                                                       交错排期
wave scheduling                                                       波浪式排期
wear out                                                             广告磨损
ln lieu        Of                                    代替

buried position                                    被淹没的广告位
column inch                                 栏/英寸(报纸广告单位)
double truck                                双页/,告(跨页)
facing                                一个广告牌(户外媒体单位)
franchised position                            专用广告位置
insertion                                                平面媒体广告次数
insertion order                                    广告版位定购
island position                                      独立广告版位
lifestyle segmentation                                 生活形态细分
local advertising                              地方性广告
make good                              补偿广告
media buy                                    媒体购买
media buying service                            媒体购买代理
narrow casting                                 小范围播放(窄播)
preferred position                               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
split run                                     分版刊登
spread[spred]                                 杂志跨页

card rate                                                广告市价
combination                                                 套装广告价
controlled circulation                                         定向发行量
cost per point(CPP)                                            每收视点成本
cost per thousand(CPM)                                          每千人成本
earn rate                                                   媒体折扣价
flat rate                                                    统一价格
grid card                                                          电波广告刊例
guaranteed circulation                                             承诺发行量
horizontal publication                                     横向出版物
local rate                                                      地方性广告的价格
milliner rate                                                        告成本效益率
package                                                广告套装
perceptible rate                                            先占竞投价格
rate广告价格
fate card                                                         引平面广告刊例
remnant space                                                地方性广告剩余版面
renewal rate                                                      持续订阅率
up-front buy                                                     提前购买
vertical discount                                                     集中购买折扣
across the board                                   全盘的,全面的

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