广告专业术语.docx

1、广告专业术语广告专业英语英翻中AAAAA America Association of Advertisingadvocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户策划Account Services 客户部Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)analysis 分析archetype 标准受众，原型availabili

2、ty 空余时段audience duplication 重复受众AA（Account Assistant）客户助理Action Plan 行动方案AD（Account Director）客户总监Add Value 附加价值Advertorial付费软文AM（Account Manager）客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Awareness

3、认知ad planning 广告策划appeal 诉求Bbid bid 广告竞标business-to-business（B2B） advertisingbrand image 品牌印象Brainstorming 头脑风暴法Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版best face forward 展现最佳面貌brand manager 品牌经理buried position 被淹没的广告位Background material 背景材料Benchmark测试基准BI (Behavior Identity)企业行为识别系统B

4、idding 竞标Bio个人简历（Viva Resume）Boilerplate公司简介（附在新闻稿后面的关于该公司的简短介绍）Brand Loyalty品牌忠诚度Brand Management品牌管理Brand Planning/Designing品牌策划/设计Brand Positioning Survey品牌定位调查Brand Promotion品牌推广Branding Strategy品牌战略Briefing Kit资料包Briefing情况介绍BTL (Below the Line) 线下活动BU （Business Unit）业务部门Bundle 附赠品Business Mode

5、l商业计划Business Philosophy 经营哲学Business Strategy 经营战略boil down to 归结为brand development index 品牌成长指数back- to-back 广告连播Ccapitalism 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consumerism 消费模式customer 顾客Chief Executive Officer(CEO)

6、首席执行长官Chief Financial Officer(CFO ) 首席财务官Copywriter 广告撰稿人Creative Department 创作部Creative Director 创意总监Code 编号Campaign 广告攻势Commercial 影视广告片community relation 社区关系competitor 竞争者、对于content integration ad软性广告cost effective 广告成本效益creative 创意co-marketing 联袂营销corporate identity 企业识别culture-specific 文化(民族)特

7、性Car card ka：ka：d 车厢广告Counter advertising 异议式、对抗式广告count out 清点，算出consumer behavior 消费者行为copy platform 文案大纲creative strategy 创意策略chain break 节目提示标板continuity 持续型排期continuous advertising 持续型广告circulation 发行量column inch 栏英寸(报纸广告单位)card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per poi

8、nt(CPP) 每收视点成本cost per thousand(CPM) 每千人成本Campaign 公关或营销活动Career Development 职业发展Career Planning职业计划Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEOs Arrangement CEO接待Chart 幻灯片中的页面(Slide)China International Public Relations Congress中国国际公共关系大会CIPRA（China International Pub

9、lic Relations Association）中国国际公共关系协会CIS （Corporate Identity Sysetm）企业形象识别系统Client Relations客户关系Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准则Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Strategy传播战略Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Con

10、secutive Interpretation交互式翻译Consultant顾问Consumer Buying Process 顾客购买过程Consumers/Dealers Assembly用户/经销商大会Contact Person 联系人Continuous Education继续教育Controlling Phase 控制阶段Coordination Communicating协调沟通Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Profile公司简介Corporate Reputation企

11、业声誉Corporate Video 宣传片Cost Control成本控制Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Statement危机声明Customer testimonial客户证言corporate advising 企业广告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Ddeceptive advertising 虚假广告design 设汁稿Drive-time 交通高峰时间d

12、epth 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)demographic marketing 人口统计特征营销direct mail(DM) 直邮广告direct marketing 直销Display advertisement 陈列式广告Day part 时段Decay constant 衰退常数double truck 双页，告(跨页)Datasheet宣传页Decoration 现场布置（装饰）Demo

13、 Booth 产品演示台Diagnosis诊断Domain Name Registration 域名注册Donation捐赠DAGMAR 广告效果评估体系（美国广告学家Russell HColley在为衡量广告效果而确定广告目标一书中提出“制定广告目标以测定广告效果”的方法，称为DAGMAR模式（达格玛模式），也称其为科利法。）Eevent planning 活动策划exhibition stand 展台Electric spectacular 霓虹灯广告earn rate 媒体折扣价EC（East China)华东Editorial Calendar媒体刊登计划Employee Compen

14、sation员工薪酬Environment Issues环境问题Event Planning 事件策划Executing Phase 执行阶段exposure 告显露次数Ffatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组frequency 广告频次fresh 新颖的fringe time 非黄金时段facing 一个广告牌(户外媒体单位)franchised position 专用广告位置flat rate 统一价格FAQ 常见问题问答Fashion Business时尚产业Feature article 深度文章Feature文章类型中的通讯Fl

15、yer 宣传单页Follow-up跟进Forum 论坛Free-standing insert 非装订广告插页family brand 多品类品牌G&Hgovernment relations 政府关系grass roots marketing 贴身式营销gross audience 受众总量gross impression 总印象gross rating points 总收视点grid card 电波广告刊例guaranteed circulation 承诺发行量Glossary词汇表Government Affairs政府事务Graphics图形文件generic brand 非名牌(产品

16、)green advertising 绿色策略式广告hard-and-fast 明确易懂House organ 企业专刊(杂志)hierarchy-of-effect theory 效果层级理论holding power 节目(频道)凝聚力holdover audience 既有观众Human Resource Management人力资源管理horizontal publication 横向出版物Iindustrial advertising 工业广告institutional advertising 社团机构广告interview 访谈integrated branding 整合品牌传播i

17、nternal corporate communications内部沟通investor relations 股东关系Insert 广告插页Island display(超市内)堆头式陈列infomercial 电视直销节日image advertising 形象广告inherited audience 既有观众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IMC整合营销传播Implementation实施Incentive Plan激励计划Internet Media Communications 网媒传播Inte

18、rpersonal Communications人际传播Interpreter翻译Interview 专访或面试Introduction Lantern宣传幻灯Investor Relations投资者关系Invitation Letter 邀请IPR（Institute of Public Relations）英国公共关系协会IPRA（International Public Relations Association）国际公共关系协会Issue Diagnosis问题诊断J&K&LJournalist记者Key Media关键媒体Keynote Speaker主题演讲人litigation

19、 起沂，诉讼line 产品系列lifestyle segmentation 生活形态细分loyalty index 忠诚度local advertising 地方性广告Leadership 领导力Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Lucky Draw 抽奖MManagement Supervisor 管理监督Market share 市场份额Marketing 营销Media Department 媒介部media planning 媒体策划media 媒介media budge 媒体预算media mix

20、媒体组合medium 媒体(指某个媒体)metropolitan 大都会的market research 市场调查mystery shopping神秘顾客market profile 市场状况market segmentation 市场细分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make good 补偿广告media buy 媒体购买media buying service 媒体购买代理Mass Media大众媒体MC（Middle China）华中Media

21、Assistant媒介助理Media Communications Strategy媒体传播战略Meeting Agenda会议议程Merchandise促销物品Methodology方法论MI (Mind Identity)企业理念识别MI（Media Index)企业媒体声望指数Mindshare 品牌影响力份额Monthly Report月报Multifunctional Task Force多职能任务小组media service 媒介代理mail-order advertising 邮购广告make it through the day 过一整天Nnational advertisi

22、ng 全国性广告noncommercial advertising 非商业广告nontraditional 非传统的network 电(视)台网Numbers 数据name-brand 名牌national brand 全国性品牌net unduplicated audience 受众NC（North China）华北NE （Northeast China）东北Negative Report负面报道News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关NW（Northwest China）西北narrow casting 小范围播放(窄播)Ooutdo

23、or 户外媒体observation 观察online advertising 在线广告out-of-home advertising 家外媒体overall 全部的open end 节日提示语广告时段Objective Diagnosis目标诊断Offering 服务内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Roadshow 网上路演Online Survey网上调查OOP（Out-of-Pocket）杂费、日常工作发生的成本Open-day Visits开放日参观Opinion Leader舆论领

24、袖Outsourcing 外包Ppitch 提案professional advertising 专业服务型广告public service advertising(PSA) 公益广告puffer yard 吹捧式的广告promotion 推广 用品public relations(PR) 公共关系panel 重复凋查样本群participant 参与者population 总人口，总体pretty much 大致上point-of-purchase （pop）ad 焦点广告position 定位print 平面广告媒体publics 公众群体packaging 包装product place

25、ment 产品涉入promotion 促销psychographic 心理统汁的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passoff to 把给出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parity 同等private brand 零售商自有品牌product different 产品差异product positioning 产品定位

26、participation 参与program delivery rate 节目到达率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preferred position 首选广告版位Photo Library图片库Polish文案润色Positioning定位Post Event 善后工作Poster 海报Postmortem 会后书面的简短总结报告Postscript后记PR Directorr 公共关系总监PR Proposal公关建议书Pre Event前期工作Preface前言Presentation 演示、陈述Presiden

27、t 总裁Press Conference新闻发布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Product Test产品评测Project Management项目管理Proposal公关建议书PRSA（Public Relations Society of America）美国公共关系协会Public Relations Consulting公关顾问Q&Rqualitative 定性的quantitative 定量的Questionnaire调查问卷Quotation报价Research Department 调查部re

28、tail advertising 零售商广告radio 广播媒体retail 零售reach 到达rerunning numbers 复核-的数据roadblock 拦路广告run-of-schedule(ROS) 非指定时段readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Reseller 经销商Retainer长期客户Review回顾、总结Risk Management风险管理Rude question 不友好

29、的问题rule-of thumb 经验法则reference group 参照组SSituation Analysis 背景分析Slogan 广告口号sample 抽样误差skew 歪曲survey 调查Sister agency 同属同-集团的广告公司supplier 制作公司strategic philanthropy 策略性公益事业strategy 策略、策划speak with One voice 统一传播口径sales promotion 促销活动sponsorship 赞助shelf screamers 货架插件广告物supplementary media 辅助媒体(非大众传媒)s

30、easonality 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staggered schedule 交错排期split run 分版刊登spreadspred 杂志跨页SC（South China）华南Scope Management范畴管理Seminar研讨会Senior Consultant高级顾问Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Souvenirs & Gifts 纪念品和礼品Spokes Person Tips发言人技巧Success Story成功故事Summary 简介、概述