【能力素質(zhì)】營銷和廣告術(shù)語（中英文對(duì)照）.doc

此文檔收集于網(wǎng)絡(luò)，如有侵權(quán)，請(qǐng)聯(lián)系網(wǎng)站刪除天馬行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632類別中文營銷和廣告術(shù)語English此文檔僅供學(xué)習(xí)與交流營銷調(diào)研態(tài)度測(cè)試中心場(chǎng)所測(cè)試混雜測(cè)試直接提問法試驗(yàn)法小組討論正試調(diào)查成見效應(yīng)深度訪問非正式/試調(diào)查查詢測(cè)試深度調(diào)查技術(shù)營銷信息系統(tǒng)營銷調(diào)查市場(chǎng)媒介種類媒介調(diào)查媒介細(xì)分媒介單位媒介載體產(chǎn)品訊息動(dòng)機(jī)非概率抽樣觀察法事后測(cè)試事前測(cè)試初級(jí)信息投射法定性調(diào)查定量調(diào)查attitude testscentral location testsclutter testsdirect questioningexperimental methodfocus groupformal researchhalo effectin-depth interviewinformal researchinquiry testsintensive techniquesmarketing information system, MISmarketing researchmarketsmedia classmedia researchmedia subclassmedia unitsmedia vehiclesmerchandisemessagemotivesnonprobability samplesobservation methodpost-testingpre-testingprimary dataprojective techniquesqualitative researchquantitative research1 of 25類別中文隨機(jī)概率抽樣回憶測(cè)試信度銷售測(cè)試樣本樣本單位二級(jí)信息全面調(diào)查試驗(yàn)市場(chǎng)通用產(chǎn)品代碼總體營銷和廣告術(shù)語Englishrandom probability samplesrecall testsreliabilitysales testssamplesample unitssecondary datasurveytest marketuniversal product codeuniverse營銷調(diào)研效度營銷策劃廣告計(jì)劃廣告戰(zhàn)略自下而上式營銷傳播媒介企業(yè)目標(biāo)創(chuàng)意組合試驗(yàn)調(diào)查法整合營銷傳播顧客終身價(jià)值營銷目標(biāo)營銷計(jì)劃營銷戰(zhàn)略需求一滿足式目標(biāo)目標(biāo)/任務(wù)法銷售百分比法產(chǎn)品概念關(guān)系營銷validityadvertising planadvertising strategybottom-up marketingcommunications mediacorporate objectivescreative mixempirical research methodintegrated marketing communicationlifetime customer valuemarketing objectivesmarketing planmarketing strategyneed-satisfying objectivesobjective/task methodpercentage-of -sales methodproduct conceptrelationship marketing2 of 25類別中文銷售定向式目標(biāo)市場(chǎng)份額法/廣告份額法形勢(shì)分析利益相關(guān)者營銷和廣告術(shù)語Englishsales-target objectivesshare-of-market/share-of-voice methodsituation analysisstakeholderSWOT分析（優(yōu)勢(shì)、弱勢(shì)、機(jī)遇與威脅）strength/weakness/opportunity/threat analysis戰(zhàn)術(shù)目標(biāo)受眾營銷策劃自上而下式營銷tacticstarget-audiencetop-down marketing營銷品牌興趣品牌忠誠企業(yè)市場(chǎng)影響中心有意勸服路徑認(rèn)知消費(fèi)行為消費(fèi)者決策過程消費(fèi)者市場(chǎng)文化現(xiàn)有顧客詳盡可能性模型環(huán)境因素選擇評(píng)估評(píng)估標(biāo)準(zhǔn)參考組交換政府市場(chǎng)習(xí)慣需要層次工業(yè)市場(chǎng)brand interestbrand loyaltybusiness marketscenters of influencecentral route to persuasioncognitionconsumer behaviorconsumer decision making processconsumer marketsculturecurrent customersElaboration Likelihood Modelenvironmentevaluation of alternativesevaluative criteriaevoked setexchangegovernment marketshabithierarchy of needsindustrial markets3 of 25類別營銷中文信息性動(dòng)機(jī)人際影響認(rèn)知市場(chǎng)賣主營銷大腦檔案動(dòng)機(jī)需要被動(dòng)生成動(dòng)機(jī)非人員影響輿論領(lǐng)袖集團(tuán)買主感知感知過濾無意勸服路徑個(gè)人過程勸服生理過濾主動(dòng)生成動(dòng)機(jī)購后失調(diào)學(xué)說購后評(píng)估潛在顧客心理過濾參照人群經(jīng)銷商市場(chǎng)選擇性感知自我意識(shí)社會(huì)階層刺激亞文化營銷和廣告術(shù)語Englishinformational motivesinterpersonal influenceslearningmarketmarketersmarketingmental filesmotivationneedsnegatively originated motivesnonpersonal influencesopinion leaderorganizational buyersperceptionperceptual screensperipheral route to persuasionpersonal processespersuasionphysiological screenspositively originated motivespost-purchase dissonancepost-purchase evaluationprospective customerspsychological screensreference groupsreseller marketsselective perceptionself-conceptsocial classesstimulussubculture4 of 25類別營銷中文認(rèn)知失調(diào)學(xué)說轉(zhuǎn)換性動(dòng)機(jī)國際市場(chǎng)效用欲望地理人口細(xì)分地理細(xì)分成長(zhǎng)期隱性差異獨(dú)立品牌誘導(dǎo)性差異密集分銷引入期特許品牌市場(chǎng)細(xì)分營銷組合成熟期全國性品牌網(wǎng)絡(luò)營銷非人員傳播人員型服務(wù)顯性差異人員傳播定位價(jià)格因素初級(jí)需求首要需求趨勢(shì)私家品牌產(chǎn)品概念產(chǎn)品因素產(chǎn)品生命周期營銷和廣告術(shù)語Englishtheory of cognitive dissonancetransformational motivestransnational marketsutilitywantsgeodemographic segmentationgeographic segmentationgrowth stagehidden differencesindividual brandinduced differencesintensive distributionintroductory phaselicensed brandmarket segmentationmarketing mixmaturity stagenational brandnetwork marketingnonpersonal communicationpeople-based serviceperceptible differencespersonal communicationpositionprice elementprimary demandprimary demand trendprivate labelproduct conceptproduct elementproduct life cycle5 of 25類別營銷公關(guān)中文消費(fèi)心態(tài)細(xì)分消費(fèi)心態(tài)宣傳拉拉式戰(zhàn)略購買時(shí)機(jī)推入推式戰(zhàn)略轉(zhuǎn)銷商銷售推廣選擇性需求選擇性分銷服務(wù)特別事件標(biāo)準(zhǔn)工業(yè)分類代碼目標(biāo)市場(chǎng)目標(biāo)營銷過程電話營銷使用率用戶身份垂直營銷體系用量細(xì)分軟文倡導(dǎo)廣告伏擊式營銷視聽材料公告牌社會(huì)參與企業(yè)廣告營銷和廣告術(shù)語Englishpsychographic segmentationpsychographicpublicitypullpull strategypurchase occasionpushpush strategyresellersales promotionselective demandselective distributionservicespecial eventsStandard Industrial Classification Codestarget markettarget marketing processtelemarketingusage ratesuser statusvertical marketing systemvolume segmentationadvertorialadvocacy advertisingambush marketingaudiovisual materialsbulleting boardscommunity involvementcorporate advertising6 of 25類別公關(guān)中文企業(yè)識(shí)別廣告危機(jī)管理娛樂展品特寫內(nèi)部通報(bào)以貨代款機(jī)構(gòu)廣告游說前期市場(chǎng)企業(yè)廣告營銷公關(guān)新聞簡(jiǎn)報(bào)意見抽樣慈善行為招貼傳媒代理傳媒工具公共事務(wù)公共關(guān)系戶公共關(guān)系廣告宣傳公眾招聘廣告聲望經(jīng)營撰寫講演稿贊助賽場(chǎng)營銷新聞通報(bào)錄像營銷和廣告術(shù)語Englishcorporate identity advertisingcrisis managemententertainmentexhibitsfeature articleshouse organin kindinstitutional advertisinglobbyingmarket prep corporate advertisingmarketing public relationnews/press releaseopinion samplingphilanthropyposterspress agentrypress/media kitpublic affairspublic relationspublic relations advertisingpublicitypublicsrecruitment advertisingreputation managementspeechwritingsponsorshipvenue marketingvideo news release7 of 25類別職能中文客戶策劃廣告代理公司藝術(shù)指導(dǎo)美術(shù)工作室全國性廣告主協(xié)會(huì)品牌經(jīng)理企業(yè)對(duì)企業(yè)廣告公司集中式廣告部分類廣告清倉廣告聯(lián)合廣告文案文案人員創(chuàng)意工作室創(chuàng)意總監(jiān)分散式體制部門式發(fā)展期數(shù)字互聯(lián)媒介直郵廣告電子媒介手續(xù)費(fèi)代理費(fèi)混合制外國媒介全面服務(wù)公司普通消費(fèi)者廣告公司全球性賣主集團(tuán)式橫向聯(lián)合廣告專屬廣告公司獎(jiǎng)勵(lì)制獨(dú)立制作社營銷和廣告術(shù)語Englishaccount planningadvertising agencyart directorsart studiosANAbrand managerbusiness-to-business agencycentralized advertising departmentclassified advertisingclearance advertisingcooperative advertisingcopycopywriterscreative boutiquecreative directordecentralized systemdepartmental systemdevelopment stagedigital interactive mediadirect-mail advertisingelectronic mediafee-commission combinationforeign mediafull-service advertising agencygeneral consumer agencyglobal marketersgroup systemhorizontal cooperative advertisingin-house agencyincentive systemindependent production house8 of 25類別職能中文獨(dú)立調(diào)查公司機(jī)構(gòu)廣告整合營銷傳播互聯(lián)廣告公司國際廣告公司國際媒介國際化架構(gòu)地方性廣告地方廣告公司維持期經(jīng)營總監(jiān)差價(jià)媒介媒介購買公司媒介代理費(fèi)跨國公司全國性廣告主全國性廣告公司戶外廣告點(diǎn)關(guān)系預(yù)備期印刷媒介印刷廠產(chǎn)品廣告區(qū)域性廣告主區(qū)域性廣告公司常規(guī)價(jià)格廣告截留費(fèi)制減價(jià)廣告銷售推廣部推測(cè)性提案營銷和廣告術(shù)語Englishindependent research companyinstitutional advertisingintegrated marketing communicationsinteractive agencyinternational agencyinternational mediainternational structurelocal advertisinglocal agencymaintenance stagemanagement supervisorsmarkupmediamedia-buying servicemedia commissionmultinational corporationsnational advertisernational agencyoutdoor advertisingpointprerelationship stageprint mediaprintersproduct advertisingregional advertiserregional agencyregular price-line advertisingretainer systemsale advertisingsales promotion departmentspeculative presentation9 of 25類別職能創(chuàng)意中文直接費(fèi)制下游公司終結(jié)期交通廣告縱向聯(lián)合廣告網(wǎng)絡(luò)設(shè)計(jì)社藝術(shù)藝術(shù)方向藝術(shù)家美術(shù)總監(jiān)大創(chuàng)意頭腦風(fēng)暴法傳播媒介概念化方案人員創(chuàng)意綱要?jiǎng)?chuàng)意總監(jiān)創(chuàng)意過程創(chuàng)意金字塔創(chuàng)意創(chuàng)造感性訴求控險(xiǎn)家事實(shí)型思維信息性法官指定訊息戰(zhàn)略非文字營銷和廣告術(shù)語Englishstraight-fee systemsuppliertermination stagetransit advertisingvertical cooperative advertisingWeb design houseartart directionartistart directorbig ideabrainstormingcommunications mediaconceptualizationcopywritercreative briefcreative directorcreative processcreative pyramidcreativecreativityemotional appealsexplorerfact-based thinkinginformationaljudgemandatoriesmessage strategynonverbal10 of 25類別創(chuàng)意中文產(chǎn)品概念理性訴求目標(biāo)受眾技巧轉(zhuǎn)換性價(jià)值型思維文字的形象化戰(zhàn)士樣片動(dòng)畫技法聲頻艾耶1號(hào)式利益式標(biāo)題正文粗體照相制版表演綱要結(jié)尾命令式標(biāo)題末稿演示設(shè)計(jì)技巧式正文對(duì)白/獨(dú)白式正文旁白標(biāo)題吸引技巧圖標(biāo)插圖畫家企業(yè)形象式正文營銷和廣告術(shù)語Englishproduct conceptrational appealstarget audiencetechnicaltransformationalvalue-based thinkingverbalvisualizationwarrioranimaticanimation techniquesaudioAyer No.1benefit headlinesbody copyboldfacecamera-ready artcasting briefclosecommand headlinescomprehensive layout/compdemonstrationdesigndevice copydialog/monolog copydonutheadlinehookiconillustratorsinstitutional copy11 of 25類別創(chuàng)意中文整合廣告內(nèi)容段落斜體歌謠式肩題布局圖預(yù)備段落生活方式式技法標(biāo)志助記手段音樂式廣告音樂標(biāo)志敘述式正文新聞/信息式標(biāo)題出鏡頭拼版攝影師圖片說明式正文方框圖片式布局招貼式格式主持人式廣告啟發(fā)式標(biāo)題疑問式標(biāo)題廣播人物腳本印簽簽名生活片段口號(hào)故事板故事板草圖營銷和廣告術(shù)語Englishintegrated commercialinterior paragraphsitalicjingleskickerlayoutlead-in paragraphlifestyle techniqueslogotypesmnemonic devicemusical commercialsmusical logonarrative copynews/information headlineson camerapaste upphotographerspicture-caption copypicture-window layoutposter-style formatpresenter commercialprovocative headlinesquestion headlinesradio personalityscriptsealsignature cutsslice of lifeslogansstoryboardstoryboard roughs12 of 25類別創(chuàng)意中文直截了當(dāng)式直接推銷式正文副標(biāo)題標(biāo)題句證言正文主題句小樣收尾圖形部分旁白模擬校樣動(dòng)畫合成片光圈音控臺(tái)底片出血版藍(lán)線照相排版術(shù)字符計(jì)算式電影攝影師截止期色基分色連續(xù)調(diào)控制室組排封面紙青、黃、紅、黑印刷數(shù)字媒介營銷和廣告術(shù)語Englishstraight announcementstraight-sell copysubheadtaglinestestimonialtexttheme linesthumbnailtrial closevisualsvoiceoveranalog proofanimationanswer printapertureaudio consolebase artbleedsbluelinecamera-ready artcharacter-count methodcinematographerclosing datecolor keycolor separationcontinuous tonescontrol roomcopy castcover paperCYMK printingdigital media13 of 25類別創(chuàng)意中文數(shù)字校樣數(shù)碼視頻效應(yīng)裝置導(dǎo)演特排字體復(fù)制帶拷貝電子制作曬版臺(tái)紙一套鉛字四色印刷網(wǎng)目凸版網(wǎng)屏互動(dòng)電視任務(wù)夾出格電腦亭加空鉛硬性軟片線畫版實(shí)景真人外景地制片場(chǎng)指令公共場(chǎng)所母帶合成樣片助記手段多媒體演示正色投影膠片透明塑料膜個(gè)人場(chǎng)所營銷和廣告術(shù)語Englishdigital proofDVE unitsdirectordisplay typedubsdupeselectronic productionflatsfontfour-color processhalftone platehalftone screeninteractive TVjob jacketkerningkioskleadingline filmline platelive actionlocationlotmandatoriesmass audience venuemaster tapemixed interlockmnemonic devicemultimedia presentationorthographic filmoverlaypersonal audience venue14 of 25類別創(chuàng)意中文平臺(tái)使用費(fèi)后期制作階段開印前階段預(yù)備階段印刷制作經(jīng)理印刷制作過程非公開場(chǎng)所制片人制作階段復(fù)映復(fù)播追加酬金反差套印無襯線字體最低合同工資襯線字體一場(chǎng)特技插播廣告剝版疊演播人員自動(dòng)臺(tái)詞提示器課本紙正文字體合套字系排印工藝網(wǎng)頁單詞計(jì)算式工作樣片書寫紙營銷和廣告術(shù)語Englishplatform licensingpostproduction phaseprepress phasepreproduction phaseprint production managerprint production processprivate audience venueproducerproduction phaseresidual feereverse knockoutsans serifscaleserifsessionspecial effectsspotsstrippingsuperstalenttelepromptertext papertext typetraptype familiestypographyWeb pageword-count methodwork printwriting paper15 of 25類別銷售中文回購津貼目錄減價(jià)促銷套裝贈(zèng)送公司大會(huì)與經(jīng)銷商聚會(huì)消費(fèi)者銷售推廣競(jìng)賽聯(lián)合廣告優(yōu)惠券顧客終身價(jià)值數(shù)據(jù)進(jìn)入數(shù)據(jù)管理數(shù)據(jù)庫數(shù)據(jù)庫營銷直接營銷直接反應(yīng)廣告直接銷售戰(zhàn)略直接銷售陳列津貼易地銷售電子優(yōu)惠券提前購買廣告插頁游戲店內(nèi)樣品試用聯(lián)絡(luò)媒介人員銷售售點(diǎn)材料什錦袋裝樣品獎(jiǎng)品營銷和廣告術(shù)語Englishbuyback allowancecatalogcents-off promotioncombination offercompany conventions & dealer meetingsconsumer sales promotioncontestcooperative/co-op advertisingcouponscustomer lifetime valuedata accessdata managementdatabasedatabase marketingdirect marketingdirect-response advertisingdirect-sales strategydirect sellingdisplay allowancedivertingelectronic couponsforward buyingfree-standing insertsgamein-store samplinglinkage mediapersonal sellingpoint-of-purchase materialspolybaggingpremiums16 of 25類別銷售中文拉式戰(zhàn)略推銷獎(jiǎng)金推式戰(zhàn)略部分退款近期、頻次、貨幣方程銷售推廣樣品試用貨位津貼抽獎(jiǎng)電話營銷貿(mào)易廣告貿(mào)易集中貿(mào)易折扣貿(mào)易推廣營銷和廣告術(shù)語Englishpull strategypush money/spiffspush strategyrebatesRFM formulasales promotionsamplingslotting allowancesweepstaketelemarketingtrade advertisingtrade concentrationtrade dealstrade promotion媒介策劃廣告反應(yīng)曲線注意度受眾受眾目標(biāo)間歇式排期品牌開發(fā)指數(shù)集中式品種開發(fā)指數(shù)發(fā)行量持續(xù)性持續(xù)式成本效益單位成本千人成本創(chuàng)意組合advertising response curveattention valueaudienceaudience objectivesblinkingbrand development indexburstingcategory development indexcirculationcontinuitycontinuous schedulecost efficiencycost per pointcost per thousandcreative mix17 of 25類別中文分布目標(biāo)有效頻次有效到達(dá)率暴露值營銷和廣告術(shù)語Englishdistribution objectiveseffective frequencyeffective reachexposure value市場(chǎng)、資金、媒介、組合、方法起伏式頻次總印象毛評(píng)點(diǎn)市場(chǎng)組合媒介媒介策劃媒介載體訊息力度方法組合媒介法資金驅(qū)動(dòng)值看見機(jī)會(huì)脈沖式視聽率到達(dá)率每?jī)?cè)讀者數(shù)近期策劃路障式外溢媒介增效效應(yīng)媒介策劃電視戶5Msflighting schedulefrequencygross impressionsgross rating pointsmarketsmechanicsmediamedia planningmedia vehiclesmessage weightmethodologymixed-media approachmoneymotivation valueopportunity to seepulsing scheduleratingreachreaders per copyrecency planningroad blockingspillover mediasynergytelevision households18 of 25類別中文營銷和廣告術(shù)語English報(bào)刊媒體出血批量折扣行業(yè)雜志發(fā)行量審核分類廣告紐約分類廣告網(wǎng)絡(luò)分類圖片廣告截稿日期彩色樣品紙條混合收費(fèi)制消費(fèi)者雜志合同收費(fèi)制贈(zèng)閱發(fā)行聯(lián)合形式千人成本封面日期封面位置購物雜志日?qǐng)?bào)人口版圖片廣告實(shí)際收費(fèi)農(nóng)業(yè)刊物統(tǒng)一收費(fèi)制度香味紙條頻率折扣黃金版位門式折頁地理版基本發(fā)行量橫向刊物bleedbulk discountsbusiness magazinescirculation auditclassified adsCANNYclassified display adsclosing datecolor stripcombination ratesconsumer magazinescontract ratecontrolled circulationcooperative/co-op programsCPMcover datecover positioncustom magazinedaily newspapersdemographic editionsdisplay advertisingearned ratesfarm publicationsflat ratefragrance stripsfrequency discountsfull positiongatefoldgeographic editionsguaranteed circulationhorizontal publication19 of 25類別中文營銷和廣告術(shù)語English報(bào)刊媒體獨(dú)立購物指南插頁加插刊登通知島形半版小單元地方城市雜志雜志出版人協(xié)會(huì)媒介采購員媒介標(biāo)尺調(diào)查有限公司全國性雜志全國性價(jià)格美國報(bào)業(yè)協(xié)會(huì)報(bào)紙版面庫上市日期公開收費(fèi)制度訂閱發(fā)行自動(dòng)彈啟式廣告自選版位費(fèi)預(yù)印廣告插頁初級(jí)發(fā)行量清樣公告費(fèi)率基準(zhǔn)價(jià)目表閱讀告示地區(qū)性刊物任意版位費(fèi)制二級(jí)讀者量欠資收費(fèi)制賽蒙斯市場(chǎng)調(diào)查局多胞胎版independent shopping guideinsertinsertion orderisland halvesjunior unitlocal city magazineMPAmedia buyerMRInational magazinesnational rateNAANSBon-sale dateopen ratepaid circulationpop-up ad.preferred-position ratespreprinted insertsprimary circulationproof copypublic noticerate baserate cardreading noticeregional publicationsROP advertising ratessecondary/pass-along readershipshort rateSMRBsplit runs20 of 25類別中文標(biāo)準(zhǔn)廣告單位標(biāo)準(zhǔn)收費(fèi)與數(shù)據(jù)服務(wù)公司標(biāo)準(zhǔn)型報(bào)紙周日增刊小報(bào)型報(bào)紙撕樣三維廣告縱向刊物數(shù)量折扣營銷和廣告術(shù)語EnglishSAU=standard advertising unitSRDSstandard-size newspaperSunday supplementtabloid newspapertear sheets3-D adsvertical publicationvolume discounts報(bào)刊媒體周報(bào)電臺(tái)媒體受眾構(gòu)成受眾占有率時(shí)間表一刻平均聽眾數(shù)一刻平均收聽率一刻平均占有率交換辛迪加無線電視有線電視單位成本千人成本累積聽眾數(shù)累積收聽率時(shí)段組合預(yù)定市場(chǎng)區(qū)域班車時(shí)間首播辛迪加毛評(píng)點(diǎn)開機(jī)家庭weekly newspapersaudience compositionaudience shareavailsaverage quarter-hour audienceaverage quarter-hour ratingaverage quarter-hour sharebarter syndicationbroadcast TVcable TVCPPCPMcumulative personscumulative ratingday-part mixdesignated market areasdrive timefirst-run syndicationgross rating pointsHUT21 of 25類別中文形象移植信息式廣告，專題片互相連接存貨地方時(shí)間賠償條件廣播電視網(wǎng)網(wǎng)外辛迪加協(xié)