營銷和廣告術(shù)語中英對照

1、營銷和廣告術(shù)語類別中文English營銷調(diào)研態(tài)度測試 中心場所測試 混雜測試直接提問法 試驗法小組討論正試調(diào)查成見效應(yīng)深度訪問非正式/試調(diào)查 查詢測試深度調(diào)查技術(shù) 營銷信息系統(tǒng) 營銷調(diào)查市場媒介不恢媒介調(diào)查媒介細分媒介單位媒介載體產(chǎn)品訊息動機非概率抽樣觀察法事后測試事前測試初級信息投射法定性調(diào)查定量調(diào)杳attitude testscentral location testsclutter testsdirect questioningexperimental methodfocus groupformal researchhalo effectin-depth interviewinforma

2、l researchinquiry testsintensive techniquesmarketing information system, MISmarketing researchmarketsmedia classmedia researchmedia subclassmedia unitsmedia vehiclesmerchandisemessagemotivesnonprobability samplesobservation methodpost-testingpre-testingprimary dataprojective techniquesqualitative re

3、searchquantitative research類別中文English隨機概率抽樣random probability samples回憶測試recall tests信度reliability銷售測試sales testssample樣本單位sample units二級信息secondary data全面調(diào)查survey試驗市場test market通用產(chǎn)品代碼universal product code總體universe營銷調(diào)研效度validity營小i劃廣告計劃advertising plan廣告戰(zhàn)略advertising strategy自下而上式營銷bottom-up mark

4、eting傳播媒介communications media企業(yè)目標corporate objectives創(chuàng)意組合creative mix試驗調(diào)查法empirical research method整合營銷傳播integrated marketing communication顧客終身價值lifetime customer value營銷目標marketing objectives營銷計劃marketing plan營銷戰(zhàn)略marketing strategy需求一滿足式目標need-satisfying objectives目標/任務(wù)法objective/task method銷售白分比法p

5、ercentage-of -sales method產(chǎn)品概念product concept關(guān)系營銷relationship marketing類別中文English營小i劃營銷銷售定向式目標市場份額法/廣告份額法形勢分析利益相關(guān)者SA3分析（優(yōu)勢、弱勢、機遇與威脅）s戰(zhàn)術(shù)目標受眾自上而卜式營銷品牌興趣品牌忠誠企業(yè)市場影響中心啟意勸服路徑認知消費行為消費者決策過程消費者市場文化現(xiàn)有顧客詳盡可能性模型環(huán)境因素選擇評估評估標準經(jīng)巧組交換政府市場習慣需要層次T業(yè)市場sales-target objectivesshare-of-market/share-of-voice methodsituation

6、 analysisstakeholdertrength/weakness/opportunity/threat analysistacticstarget-audiencetop-down marketingbrand interestbrand loyaltybusiness marketscenters of influencecentral route to persuasioncognitionconsumer behaviorconsumer decision making processconsumer marketsculturecurrent customersElaborat

7、ion Likelihood Modelenvironmentevaluation of alternativesevaluative criteriaevoked setexchangegovernment marketshabithierarchy of needsindustrial markets類別中文English營銷信息性動機 人際影響 認知市場頭土營銷大腦檔案 動機rru攵被動生成動機 非人員影響 輿論領(lǐng)袖 集團買主 感知感知過濾 無意勸服路徑 個人過程 勸服生理過濾 主動生成動機 購后失調(diào)學說 購后評估 潛在顧客心理過濾 參照人群 經(jīng)銷商巾場 選擇性感知 自我意識 社會階層

8、刺激' /文,卜informational motives interpersonal influences learningmarketmarketersmarketing mental files motivation needsnegatively originated motives nonpersonal influences opinion leader organizational buyers perceptionperceptual screensperipheral route to persuasion personal processes persuasionp

9、hysiological screens positively originated motives post-purchase dissonance post-purchase evaluation prospective customers psychological screens reference groupsreseller marketsselective perception self-concept social classesstimulussubculture類別中文English營銷認知失調(diào)學說 轉(zhuǎn)換性動機 國際市場效用欲望地理人口細分地理細分 成長期隱性差異獨立品牌

10、誘導性差異 密集分銷 引入期特許品牌市場細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格因素初級需求 首要需求趨勢 私家品牌產(chǎn)品概念產(chǎn)品因素 產(chǎn)品生命圄期theory of cognitive dissonance transformational motives transnational markets utilitywantsgeodemographic segmentation geographic segmentation growth stage hidden differences individual brandinduced differe

11、ncesintensive distribution introductory phase licensed brandmarket segmentationmarketing mix maturity stage national brand network marketing nonpersonal communication people-based service perceptible differences personal communication positionprice elementprimary demandprimary demand trendprivate la

12、belproduct conceptproduct elementproduct life cycle類別中文English消費心態(tài)細分psychographic segmentation消費心態(tài)psychographic宣傳publicity拉pull拉式戰(zhàn)略pull strategy購買時機purchase occasion推入push推式戰(zhàn)略push strategy轉(zhuǎn)銷商reseller銷售推廣sales promotion選擇性需求selective demand選擇性分銷selective distribution服務(wù)service特別事件special events標準工業(yè)分類代

13、碼Standard Industrial Classification Codes目標市場target market目標營銷過程target marketing process電話營銷telemarketing使用率usage rates用戶身份user status垂直營銷體系vertical marketing system營銷用量細分volume segmentation公關(guān)軟義advertorial倡導廣告advocacy advertising伏擊式營銷ambush marketing視聽材料audiovisual materials公告牌bulleting boards社會參與co

14、mmunity involvement企業(yè)廣告corporate advertising類別中文English公關(guān)企業(yè)識別廣告危機管理娛樂展品特寫內(nèi)部通報以貨代款機構(gòu)廣告游說前期市場企業(yè)廣告營銷公關(guān)新聞簡報意見抽樣慈者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營銷新聞通報錄像corporate identity advertising crisis management entertainmentexhibitsfeature articleshouse organin kindinstitutional advertisinglobbyi

15、ngmarket prep corporate advertising marketing public relation news/press releaseopinion samplingphilanthropyposterspress agentrypress/media kitpublic affairspublic relationspublic relations advertisingpublicitypublicsrecruitment advertisingreputation managementspeechwritingsponsorshipvenue marketing

16、video news release類別中文English職能客戶策劃廣告代理公司藝術(shù)指導美術(shù)工作室全國性廣告主協(xié)會品牌經(jīng)理企業(yè)對企業(yè)廣告公司集中式廣告部分類廣告清倉廣告聯(lián)合廣告乂殺文案人員創(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)費一一代理費混合制外國媒介全面服務(wù)公司普通消費者廣告公司全球，性賣主集團式橫向聯(lián)合廣告專屬廣告公司獎勵制account planning advertising agency art directorsart studiosANAbrand managerbusiness-to-business agency centralized a

17、dvertising department classified advertising clearance advertising cooperative advertisingcopycopywriterscreative boutiquecreative directordecentralized system departmental system development stage digital interactive media direct-mail advertisingelectronic mediafee-commission combination foreign me

18、diafull-service advertising agency general consumer agency global marketers group systemhorizontal cooperative advertisingin-house agency incentive system independent production house類別中文English職能獨立調(diào)查公司 機構(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) 差價媒介媒介購買公司 媒介代理費 跨國公司 全國性廣告主 全國性廣告公司 戶外廣

19、告 點關(guān)系預備期印刷媒介 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)價格廣告 截留費制減價廣告 銷售推廣IB 推測件根案independent research companyinstitutional advertisingintegrated marketing communicationsinteractive agencyinternational agencyinternational mediainternational structurelocal advertisinglocal agencymaintenance stagemanagement supervisor

20、smarkupmediamedia-buying servicemedia commissionmultinational corporationsnational advertisernational agencyoutdoor advertisingpointprerelationship stageprint mediaprintersproduct advertisingregional advertiserregional agencyregular price-line advertisingretainer systemsale advertisingsales promotio

21、n departmentspeculative presentation9 of 25營銷和廣告術(shù)語類別中文English職能創(chuàng)意直接費制下游公司終結(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)意頭腦風暴法傳播媒介概念化方案人員創(chuàng)意綱要創(chuàng)意總監(jiān)創(chuàng)意過程創(chuàng)意金字塔創(chuàng)意創(chuàng)造感性訴求控險家事實型思維信息性法官指定訊息戰(zhàn)略非文字straight-fee systemsuppliertermination stagetransit advertisingvertical cooperative advertisingWeb design houseartart directionar

22、tistart directorbig ideabrainstormingcommunications mediaconceptualizationcopywritercreative briefcreative directorcreative processcreative pyramidcreativecreativityemotional appealsexplorerfact-based thinkinginformationaljudgemandatoriesmessage strategynonverbal100f25營銷和廣告術(shù)語1類別中文English產(chǎn)品概念product

23、concept創(chuàng)意理性訴求rational appeals目標受眾target audience技巧technical轉(zhuǎn)換性transformational價值型思維value-based thinking文字的verbal形象化visualization戰(zhàn)士warrior樣片animatic動畫技法animation techniquesaudio艾耶1號式Ayer No.1利益式標題benefit headlines正文body copy粗體boldface照相制版camera-ready art表演casting brief結(jié)尾close命令式標題command headlines末稿c

24、omprehensive layout/compdemonstration設(shè)計design技巧式正文device copy對白/獨白式正文dialog/monolog copy旁白donut標題headline吸引技巧hook圖標icon插圖回家illustrators企業(yè)形象式F文institutional copy110f25營銷和廣告術(shù)語類別中文English創(chuàng)意整合廣告內(nèi)容段落斜體歌謠式肩題布局圖預備段落生活方式式技法標志助記手段音樂式廣告音樂標志敘述式正文新聞/信息式標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)式標題疑問式標題廣播人物腳本印簽簽名生活片段

25、口號故事板故事板草圖integrated commercial interior paragraphs italicjingles kicker layout lead-in paragraph lifestyle techniques logotypes mnemonic device musical commercials musical logo narrative copynews/information headlineson camerapaste up photographers picture-caption copy picture-window layout poster-

26、style format presenter commercial provocative headlines question headlines radio personality script sealsignature cuts slice of lifeslogans storyboard storyboard roughs120f25營銷和廣告術(shù)語類別中文English創(chuàng)意直截了當式直接推銷式正文副標題標題句證百正文主題句小樣收尾圖形部分旁白模擬校樣動畫合成片光圈音控臺底片出血版藍線照相排版術(shù)字符計算式電影攝影師截止期色基分色連續(xù)調(diào)控制室組排封回紙青、黃、紅、黑印刷數(shù)字媒介stra

27、ight announcement straight-sell copy subheadtaglinestestimonialtexttheme linesthumbnailtrial closevisualsvoiceoveranalog proofanimationanswer printapertureaudio consolebase artbleedsbluelinecamera-ready art character-count method cinematographer closing date color keycolor separationcontinuous tones

28、control roomcopy castcover paperCYMK printingdigital media130f25營銷和廣告術(shù)語類別中文English創(chuàng)意數(shù)字校樣數(shù)碼視頻效應(yīng)裝置導演特排字體復制帶拷貝電子制作曬版臺紙一套鉛字四色印刷網(wǎng)目凸版網(wǎng)屏互動電視任務(wù)夾出格電腦單加空鉛硬性軟片線畫版實景真人外景地制片場指令公共場所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人場所digital proofDVE unitsdirectordisplay typedubsdupeselectronic productionflatsfontfour-color processhalfto

29、ne platehalftone screen interactive TV job jacket kerning kiosk leading line film line plate live action location lotmandatoriesmass audience venuemaster tapemixed interlock mnemonic device multimedia presentation orthographic film overlaypersonal audience venue140f25營銷和廣告術(shù)語類別中文English創(chuàng)意平臺使用費后期制作階段開

30、印前階段預備階段印刷制作經(jīng)理印刷制作過程非公開場所制片人制作階段復映復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特技插播廣告剝版疊演播人員自動臺詞提示器課本紙正文字體合套字系排印工藝網(wǎng)頁單詞計算式工作樣片書寫紙platform licensing postproduction phase prepress phase preproduction phase print production manager print production process private audience venue producerproduction phase residual feerever

31、se knockoutsans serifscaleserifsessionspecial effectsspotsstrippingsuperstalenttelepromptertext papertext typetraptype familiestypographyWeb pageword-count methodwork printwriting paper150f25營銷和廣告術(shù)語類別中文English銷售回購津貼目錄減價促銷套裝贈送公司大會與經(jīng)銷商聚會消費者銷售推廣競賽聯(lián)合廣告優(yōu)惠券顧客終身價值數(shù)據(jù)進入數(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

32、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)媒介人員銷售售點材料什錦袋裝樣品作品buyback allowancecatalogcents-off promotioncombination offercompany conventions & dealer meetingsconsumer sales promotioncontestcooperative/co-op advertisingcouponscustomer lifetime valuedata accessdata managementdatabasedatabase marketingdirect marketin

33、gdirect-response advertisingdirect-sales strategydirect sellingdisplay allowancedivertingelectronic couponsforward buyingfree-standing insertsgamein-store samplinglinkage mediapersonal sellingpoint-of-purchase materialspolybaggingpremiums160f25營銷和廣告術(shù)語類別中文English銷售媒介策劃拉式戰(zhàn)略推銷獎金推式戰(zhàn)略部分退款近期、頻次、貨幣方程銷售推廣樣品

34、試用貨位津貼抽獎電話營銷貿(mào)易廣告貿(mào)易集中貿(mào)易折扣貿(mào)易推廣廣告反應(yīng)曲線注意度受眾受眾目標間歇式#期品牌開發(fā)指數(shù)集以品種開發(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制意細合pull strategypush money/spiffspush strategyrebatesRFM formulasales promotionsamplingslotting allowancesweepstaketelemarketingtrade advertisingtrade concentrationtrade dealstrade promotionadvertising response curve

35、attention valueaudienceaudience objectivesblinkingbrand development indexburstingcategory development indexcirculationcontinuitycontinuous schedulecost efficiencycost per pointcost per thousandcreative mix170f25營銷和廣告術(shù)語類別中文English媒介策劃分布目標后效頻次啟效到達率暴露值市場、資金、媒介、組合、方法起伏式頻次總印象毛評點市場組合媒介媒介策劃媒介載體訊息力度方法組合媒介法資

36、金驅(qū)動值看見機會脈，E視聽率到達率每冊讀者數(shù)近期策劃路障式外溢媒介增效效應(yīng)電視戶distribution objectives effective frequency effective reach exposure value 5Ms flighting schedule frequency gross impressions gross rating points markets mechanics media media planning media vehicles message weight methodology mixed-media approach money motiva

37、tion value opportunity to see pulsing schedule rating reach readers per copy recency planning road blocking spillover media synergy television households180f25營銷和廣告術(shù)語類別中文English報刊媒體出血批量折扣行業(yè)雜志發(fā)行里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制消費者雜志合同收費制贈閱發(fā)行聯(lián)合形式千人成本封面日期封面位置購物雜志日報人口版圖片廣告實際收費農(nóng)業(yè)刊物布收費制度香味紙條頻率折扣黃金版位門式折

38、頁地理版基本發(fā)行量橫向刊物bleedbulk discountsbusiness magazines circulation auditclassified adsCANNYclassified display ads closing datecolor stripcombination ratesconsumer magazines contract ratecontrolled circulationcooperative/co-op programs CPMcover datecover positioncustom magazinedaily newspapers demographi

39、c editions display advertisingearned ratesfarm publicationsflat ratefragrance stripsfrequency discountsfull positiongatefoldgeographic editions guaranteed circulation horizontal publication190f25營銷和廣告術(shù)語類別中文English報刊媒體獨立購物指南插頁加插刊登通知島形半版小單元地方城巾雜志雜志出版人協(xié)會媒介采購員媒介標尺調(diào)查有限公司全國性雜志全國性價格美國報業(yè)協(xié)會報紙版面庫上市日期公開收費制度訂閱發(fā)

40、行自動彈啟式廣告自選版位費預印廣告插頁初級發(fā)行量清樣公告費率基準價目表閱讀告示地區(qū)性刊物任意版位費制二級讀者量欠資收費制賽蒙斯市場調(diào)查局多胞胎版independent shopping guide insertinsertion orderisland halvesjunior unitlocal city magazineMPAmedia buyerMRInational magazinesnational rateNAANSBon-sale dateopen ratepaid circulationpop-up ad.preferred-position ratespreprinted i

41、nserts primary circulationproof copypublic noticerate baserate cardreading noticeregional publicationsROP advertising rates secondary/pass-along readership short rateSMRBsplit runs類別中文English報刊媒體電臺媒體標準廣告單位標準收費與數(shù)據(jù)服務(wù)公司標準型報紙周日增刊小報型報紙撕樣三維廣告縱向刊物數(shù)量折扣周報受眾構(gòu)成受眾占有率時向表一刻平均聽眾數(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

42、累積聽眾數(shù)累積收聽率時段組合預定市場區(qū)域班車時可首播辛迪加毛評點開機家庭SAU=standard advertising unit SRDSstandard-size newspaper Sunday supplement tabloid newspaper tear sheets3-D adsvertical publicationvolume discountsweekly newspapersaudience compositionaudience shareavailsaverage quarter-hour audience average quarter-hour rating a

43、verage quarter-hour share barter syndication broadcast TVcable TVCPPCPMcumulative personscumulative rating day-part mix designated market areasdrive timefirst-run syndication gross rating points HUT210f25營銷和廣告術(shù)語類別中文English電臺媒體戶外媒體形象移植信息式廣告，專題片互相連接存貨地方時間賠償條件廣播電視網(wǎng)網(wǎng)外辛迪加協(xié)辦占位價格黃金時段節(jié)目式廣告節(jié)目收視率節(jié)目編排形式視聽率調(diào)查服務(wù)公司電臺指定時間贊助點播廣播點播廣播受眾總數(shù)總體受眾計劃電視家庭超圖頻甚圖頻自動取款機基本巴士單位展臺路牌車內(nèi)尾部招貼imagery transfer informercial interconnectinventory local time make-goods networksoff-network syndication participation basis preemption rate prime timePLAprogram rating programming formats rating services run-of-station sponsorship