营销和广告术语.docx

1、营销和广告术语类别中文营销和广告术语English营销调研 态度测试中心场所测试混杂测试直接提问法试验法小组讨论正试调查成见效应深度访问非正式/试调查查询测试深度调查技术营销信息系统营销调查市场媒介种类媒介调查媒介细分媒介单位媒介载体产品讯息动机非概率抽样观察法事后测试事前测试初级信息投射法定性调查定量调查attitude testscentral location testsclutter testsdirect questioningexperimental methodfocus groupformal researchhalo effectin-depth interviewinfor

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

3、researchquantitative research1 of 25类别中文随机概率抽样回忆测试信度销售测试样本样本单位二级信息全面调查试验市场通用产品代码总体营销和广告术语Englishrandom probability samplesrecall testsreliabilitysales testssamplesample unitssecondary datasurveytest marketuniversal product codeuniverse营销调研 效度营销策划 广告计划广告战略自下而上式营销传播媒介企业目标创意组合试验调查法整合营销传播顾客终身价值营销目标营销计划营

4、销战略需求一满足式目标目标/任务法销售百分比法产品概念关系营销validityadvertising planadvertising strategybottom-up marketingcommunications mediacorporate objectivescreative mixempirical research methodintegrated marketing communicationlifetime customer valuemarketing objectivesmarketing planmarketing strategyneed-satisfying obje

5、ctivesobjective/task methodpercentage-of -sales methodproduct conceptrelationship marketing2 of 25类别中文销售定向式目标市场份额法/广告份额法形势分析利益相关者营销和广告术语Englishsales-target objectivesshare-of-market/share-of-voice methodsituation analysisstakeholderSWOT分析（优势、弱势、机遇与威胁） strength/weakness/opportunity/threat analysis战术目

6、标受众营销策划 自上而下式营销tacticstarget-audiencetop-down marketing营销品牌兴趣品牌忠诚企业市场影响中心有意劝服路径认知消费行为消费者决策过程消费者市场文化现有顾客详尽可能性模型环境因素选择评估评估标准参考组交换政府市场习惯需要层次工业市场brand interestbrand loyaltybusiness marketscenters of influencecentral route to persuasioncognitionconsumer behaviorconsumer decision making processconsumer ma

7、rketsculturecurrent customersElaboration Likelihood Modelenvironmentevaluation of alternativesevaluative criteriaevoked setexchangegovernment marketshabithierarchy of needsindustrial markets3 of 25类别营销中文信息性动机人际影响认知市场卖主营销大脑档案动机需要被动生成动机非人员影响舆论领袖集团买主感知感知过滤无意劝服路径个人过程劝服生理过滤主动生成动机购后失调学说购后评估潜在顾客心理过滤参照人群经销商

8、市场选择性感知自我意识社会阶层刺激亚文化营销和广告术语Englishinformational motivesinterpersonal influenceslearningmarketmarketersmarketingmental filesmotivationneedsnegatively originated motivesnonpersonal influencesopinion leaderorganizational buyersperceptionperceptual screensperipheral route to persuasionpersonal processes

9、persuasionphysiological screenspositively originated motivespost-purchase dissonancepost-purchase evaluationprospective customerspsychological screensreference groupsreseller marketsselective perceptionself-conceptsocial classesstimulussubculture4 of 25类别营销中文认知失调学说转换性动机国际市场效用欲望地理人口细分地理细分成长期隐性差异独立品牌诱

10、导性差异密集分销引入期特许品牌市场细分营销组合成熟期全国性品牌网络营销非人员传播人员型服务显性差异人员传播定位价格因素初级需求首要需求趋势私家品牌产品概念产品因素产品生命周期营销和广告术语Englishtheory of cognitive dissonancetransformational motivestransnational marketsutilitywantsgeodemographic segmentationgeographic segmentationgrowth stagehidden differencesindividual brandinduced differen

11、cesintensive distributionintroductory phaselicensed brandmarket segmentationmarketing mixmaturity stagenational brandnetwork marketingnonpersonal communicationpeople-based serviceperceptible differencespersonal communicationpositionprice elementprimary demandprimary demand trendprivate labelproduct

12、conceptproduct elementproduct life cycle5 of 25类别营销公关中文消费心态细分消费心态宣传拉拉式战略购买时机推入推式战略转销商销售推广选择性需求选择性分销服务特别事件标准工业分类代码目标市场目标营销过程电话营销使用率用户身份垂直营销体系用量细分软文倡导广告伏击式营销视听材料公告牌社会参与企业广告营销和广告术语Englishpsychographic segmentationpsychographicpublicitypullpull strategypurchase occasionpushpush strategyresellersales pro

13、motionselective demandselective distributionservicespecial eventsStandard Industrial Classification Codestarget markettarget marketing processtelemarketingusage ratesuser statusvertical marketing systemvolume segmentationadvertorialadvocacy advertisingambush marketingaudiovisual materialsbulleting b

14、oardscommunity involvementcorporate advertising6 of 25类别公关中文企业识别广告危机管理娱乐展品特写内部通报以货代款机构广告游说前期市场企业广告营销公关新闻简报意见抽样慈善行为招贴传媒代理传媒工具公共事务公共关系户公共关系广告宣传公众招聘广告声望经营撰写讲演稿赞助赛场营销新闻通报录像营销和广告术语Englishcorporate identity advertisingcrisis managemententertainmentexhibitsfeature articleshouse organin kindinstitutional ad

15、vertisinglobbyingmarket prep corporate advertisingmarketing public relationnews/press releaseopinion samplingphilanthropyposterspress agentrypress/media kitpublic affairspublic relationspublic relations advertisingpublicitypublicsrecruitment advertisingreputation managementspeechwritingsponsorshipve

16、nue marketingvideo news release7 of 25类别职能中文客户策划广告代理公司艺术指导美术工作室全国性广告主协会品牌经理企业对企业广告公司集中式广告部分类广告清仓广告联合广告文案文案人员创意工作室创意总监分散式体制部门式发展期数字互联媒介直邮广告电子媒介手续费代理费混合制外国媒介全面服务公司普通消费者广告公司全球性卖主集团式横向联合广告专属广告公司奖励制独立制作社营销和广告术语Englishaccount planningadvertising agencyart directorsart studiosANAbrand managerbusiness-to-bu

17、siness agencycentralized advertising departmentclassified advertisingclearance advertisingcooperative advertisingcopycopywriterscreative boutiquecreative directordecentralized systemdepartmental systemdevelopment stagedigital interactive mediadirect-mail advertisingelectronic mediafee-commission com

18、binationforeign mediafull-service advertising agencygeneral consumer agencyglobal marketersgroup systemhorizontal cooperative advertisingin-house agencyincentive systemindependent production house8 of 25类别职能中文独立调查公司机构广告整合营销传播互联广告公司国际广告公司国际媒介国际化架构地方性广告地方广告公司维持期经营总监差价媒介媒介购买公司媒介代理费跨国公司全国性广告主全国性广告公司户外广告

19、点关系预备期印刷媒介印刷厂产品广告区域性广告主区域性广告公司常规价格广告截留费制减价广告销售推广部推测性提案营销和广告术语Englishindependent research companyinstitutional advertisingintegrated marketing communicationsinteractive agencyinternational agencyinternational mediainternational structurelocal advertisinglocal agencymaintenance stagemanagement supervi

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

21、tion departmentspeculative presentation9 of 25类别职能创意中文直接费制下游公司终结期交通广告纵向联合广告网络设计社艺术艺术方向艺术家美术总监大创意头脑风暴法传播媒介概念化方案人员创意纲要创意总监创意过程创意金字塔创意创造感性诉求控险家事实型思维信息性法官指定讯息战略非文字营销和广告术语Englishstraight-fee systemsuppliertermination stagetransit advertisingvertical cooperative advertisingWeb design houseartart direction

22、artistart directorbig ideabrainstormingcommunications mediaconceptualizationcopywritercreative briefcreative directorcreative processcreative pyramidcreativecreativityemotional appealsexplorerfact-based thinkinginformationaljudgemandatoriesmessage strategynonverbal10 of 25类别创意中文产品概念理性诉求目标受众技巧转换性价值型思

23、维文字的形象化战士样片动画技法声频艾耶1号式利益式标题正文粗体照相制版表演纲要结尾命令式标题末稿演示设计技巧式正文对白/独白式正文旁白标题吸引技巧图标插图画家企业形象式正文营销和广告术语Englishproduct conceptrational appealstarget audiencetechnicaltransformationalvalue-based thinkingverbalvisualizationwarrioranimaticanimation techniquesaudioAyer No.1benefit headlinesbody copyboldfacecamera-

24、ready artcasting briefclosecommand headlinescomprehensive layout/compdemonstrationdesigndevice copydialog/monolog copydonutheadlinehookiconillustratorsinstitutional copy11 of 25类别创意中文整合广告内容段落斜体歌谣式肩题布局图预备段落生活方式式技法标志助记手段音乐式广告音乐标志叙述式正文新闻/信息式标题出镜头拼版摄影师图片说明式正文方框图片式布局招贴式格式主持人式广告启发式标题疑问式标题广播人物脚本印签签名生活片段口号故

25、事板故事板草图营销和广告术语Englishintegrated commercialinterior paragraphsitalicjingleskickerlayoutlead-in paragraphlifestyle techniqueslogotypesmnemonic devicemusical commercialsmusical logonarrative copynews/information headlineson camerapaste upphotographerspicture-caption copypicture-window layoutposter-styl

26、e formatpresenter commercialprovocative headlinesquestion headlinesradio personalityscriptsealsignature cutsslice of lifeslogansstoryboardstoryboard roughs12 of 25类别创意中文直截了当式直接推销式正文副标题标题句证言正文主题句小样收尾图形部分旁白模拟校样动画合成片光圈音控台底片出血版蓝线照相排版术字符计算式电影摄影师截止期色基分色连续调控制室组排封面纸青、黄、红、黑印刷数字媒介营销和广告术语Englishstraight announcementstraight-sell copysubheadtaglinestestimonialtexttheme linesthumbnailtrial closevisualsvoiceoveranalog proofanimationanswer printapertureaudio consolebase artbleedsbluelinecamera-ready artcharacter-count methodcinematographerclosing datecolor keycolor separationcontinuous tonescontrol roomcopy