实用广告英语1文档格式.docx

1、press/mediakit公共事务affairs公共关系户relations公共关系广告宣传publicity公众publics招聘广告recruitment声望经营reputation撰写讲演稿speechwriting赞助sponsorship赛场营销venue新闻通报录像videonews广告礼品specialty展台booths路牌bulletinstructure车内尾部招贴car-end电影贴片广告cinema名录directories8张招贴eight-sheet电子显示屏electronicsigns陈列品陈列媒介exhibitivemedia全面登场fullshowing全

2、球定位系统GPS车内广告牌insidecards户外媒介out-of-home车体招贴outside包装packaging奖品premiums产品安插productplacement登场看板spectaculars标准户外广告standardizedoutdoor成品招贴stock优惠赠券take-ones出租车外壳taxicabexteriors终点站招贴terminal30张招贴架30-sheetposterpanel整车牌位totalbus商业展示会tradeshows交通广告transit车站棚广州广告shelter录像手册brochure广告印象impression广告反应曲线res

3、ponsecurve注意度attentionvalue受众audience受众目标objectives间歇式排期blinking品牌开发指数branddevelopmentindex集中式bursting品种开发指数category发行量circulation持续性continuity持续式continuousschedule成本效益costefficiency单位成本perpoint千人成本thousand创意组合creativemix分布目标distribution有效频次effectivefrequency有效到达率reach暴露值exposure市场、资金、媒介、组合、方法:5Ms起伏

4、式flighting频次frequency总印象grossimpressions毛评点ratingpoints市场markets组合mechanics媒介媒介策划planning媒介载体vehicles讯息力度messageweight方法methodology组合媒介法mixed-mediaapproach资金money驱动值motivation看见机会opportunitytosee脉冲式pulsing视听率到达率每册读者数readerscopy近期策划recency路障式roadblocking外溢媒介spillover增效效应synergy广告讯息艺术art艺术方向direction艺

5、术家artist美术总监director大创意bigidea头脑风暴法brainstorming传播媒介communications概念化conceptualization方案人员copywriter创意纲要brief创意总监创意过程process创意金字塔pyramid创意创造creativity感性诉求emotionalappeals控险家explorer事实型思维fact-basedthinking信息性informational法官judge指定mandatories讯息战略strategy非文字nonverbal产品概念concept理性诉求rational目标受众target技巧t

6、echnical转换性transformational价值型思维value-based文字的verbal形象化visualization战士warrior样片animatic动画技法animationtechniques声频audio艾耶1号式AyerNo.1利益式标题benefitheadlines正文body粗体boldface照相制版camera-ready表演纲要casting结尾close命令式标题command末稿comprehensivelayout/comp演示demonstration设计design技巧式正文device对白/独白式正文dialog/monolog旁白don

7、ut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文整合广告integratedcommercial内容段落interiorparagraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-inparagraph生活方式式技法lifestyle标志logotypes助记手段mnemonic音乐式广告musicalcommercials音乐标志logo叙述式正文narrative新闻/信息式标题news/information出镜头oncamera拼版pasteup摄影师photographers图片说明式正

8、文picture-caption方框图片式布局picture-window招贴式格式poster-styleformat主持人式广告presenter启发式标题provocative疑问式标题question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roughs直截了当式straightannouncement直接推销式正文straight-sell副标题subhead标题句taglines证言testimonial主题句themelines小样thumb

9、nail收尾trial图形部分visualsvoiceover模拟校样analogproof动画合成片answer光圈aperture音控台console底片base出血版bleeds蓝线blueline照相排版术字计算式charactr-count电影摄影师cinematographer截止期closingdate色基colorkey分色separation连续调tones控制室controlroom组排cast封面纸coverpaper青、黄、红、黑印刷CYMKprinting数字媒介digital数字校样数码视频效应装置DVEunits导演特排字体display复制带dubs拷贝dupe

10、s电子制作production晒版台纸flats一套铅字font四色印刷four-color网目凸版halfoneplate网屏halftonescreen互动电视interactiveTV任务夹jobjacket出格、字距调整 kerning实景真人liveaction外景地location制片场lot指令公共场所mass母带mastertape合成样片mixedinterlock多媒体演示multimediapresentation正色投影胶片orthographicfilm透明塑料膜overlay个人场所personal平台使用费platformlicensing后期制作阶段postpr

11、oductionphase开印前阶段prepress预备阶段preproduction印刷制作经理manager印刷制作过程非公开场所private制片人producer制作阶段复映复播追加酬金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paper电视户televisionhouseholds平面设计 graphic design企业识别系统 corpor

12、ate identity system企业视觉形象计划 corporate visual identity program标识 logo标识图案 logo pattern标准字体 logotype商标 trademark标准色彩 house color独特风格 house style提案及制定该机构视觉形象计划的*作标准手册 corporate design manual视觉辨认力测试 legibility test色彩样本条 colour swatch提案 presentation纸类 stationery营业报告书 annual report理念识别 Mind Identity行为识别 B

13、ehaviour Identity视觉识别 Visual Identity商标、标志 trademark and signs标志 logo （sign）包装设计 packaging design书籍装祯 book binding商业美术 commercial arts商业摄影 commercial photography字体设计 literature design橱窗设计 window display容器造型 container modelling插图 illustrations广告 advertisement美术字 artistic calligraphy广告画、宣传画 poster手提袋

14、hand bag购物袋 shopping bag即兴广告 adlib广告 advertising广告代理人、广告公司 advertising agency广告代理人 advertising agent广告经纪人 advertising broker广告记录表 advertising calendar广告周期 advertising cycle广告经理 advertising manager广告调研 advertising research广告中间商 agent middlemen销售分析 anatomy of a sale（电视、广播广告的）最后定稿answer print美术指导 art d

15、irector广告中的非文字部分 art of Art work字母的上半（或下半）出头部分 ascender广告初稿的编排草稿 asymmetrical layout广告妙语 attention getter广告对象 audience广告的有声部分 audio广告正文 body copy商品的品牌名称 brand name广播广告 broadcast advertising小册子 brochure产业出版物 business publication购买动机 buying motive月历设计 calendar商品说明书 catalogue分类广告 classified advertising

16、商业广告 commercial advertising商业广告艺术家 commercial artist消费者广告 consumer advertising消费者 consumers合作广告 cooperative advertising广告撰稿负责人 copy chief广告（文案）撰稿员 copywriter广告语句（文案）创作 copy writting公司广告部corporate advertising department（广告）创意大纲 creative platform工业广告 industrial advertising广告插页 insert封面内页 inside front

17、cover封底内页 inside back cover封底 back cover国际广告 international advertising广告布局（版式） layout广告时间 time spot广告预算 task budgeting（一种成本极底的）广告传单 throwaways（印有广告商品或广告信息的）小商品 specialities广告口号、标语 slogan车站广告牌 station poster态度 attitude 品牌兴趣 brand interest品牌忠诚 brand loyalty企业市场 business markets影响中心centers of influence

18、有意劝服路径central route to persuation认知 cognition消费行为consumer behavior消费者决策过程consumer decision making process消费者市场consumer markets文化 culture现有顾客current customers详尽可能性模型Elaboration Likelihood Model环境因素 environment选择评估 evaluation of alternatives评估标准evaluative criteria参考组evoked set交换exchange政府市场government

19、markets习惯 habit需要层次 hierachy of needs工业市场 industrial markets信息性动机informational motives人际影响interpersonal influences认知 learning市场 market卖主marketers营销 marketing大脑档案 mental files动机 motivation需要needs被动生成动机negatively originated motives非人员影响 nonpersonal influences舆论领袖 opinion leader集团买主organizational buyer

20、s感知 perception感知过滤 perceptual screens无意劝服路径periphial route to persuasion个人过程personal processes劝服 persuasion生理过滤physiological screens主动生成动机positively originated motives购后失调学说postpurchase dissonance购后评估postpurchase evaluation潜在顾客prospective customers心理过滤psychological screens参照人群reference groups经销商市场re

21、seller markets选择性感知 selective perception自我意识self-concept社会阶层social classes刺激 stimulus亚文化subculture认知失调学说theory of cognitive dissonance转换性动机transformational motives国际市场transnational markets效用 utility欲望wants地理人口细分geodemographic segmentation地理细分geographic segmentation成长期growth stage隐性差异hidden differene

22、es独立品牌 individual brand诱导性差异induced differences密集分销 intensive distribution引入期 introductory phase特许品牌licensed brand市场细分market segmentation营销组合marketing mix成熟期maturity stage全国性品牌national brand 网络营销 network marketing非人员传播 nonpersonal communication非人员传播 人员型服务people-based service显性差异perceptible differences人员传播 personal communication定位position价格因素price element初级需求primary demand首要需求趋势 primary demand trend私家品牌private label产品概念product concept产品因素 product element产品生命周期 product life cycle消费心态细分psychographic segmentation消费心态 psychographic宣传publicity