【能力素質】營銷和廣告術語（中英文對照）.doc

此文檔收集于網絡，如有侵權，請聯(lián)系網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語English此文檔僅供學習與交流營銷調研態(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查成見效應深度訪問非正式/試調查查詢測試深度調查技術營銷信息系統(tǒng)營銷調查市場媒介種類媒介調查媒介細分媒介單位媒介載體產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查定量調查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類別中文隨機概率抽樣回憶測試信度銷售測試樣本樣本單位二級信息全面調查試驗市場通用產品代碼總體營銷和廣告術語Englishrandom probability samplesrecall testsreliabilitysales testssamplesample unitssecondary datasurveytest marketuniversal product codeuniverse營銷調研效度營銷策劃廣告計劃廣告戰(zhàn)略自下而上式營銷傳播媒介企業(yè)目標創(chuàng)意組合試驗調查法整合營銷傳播顧客終身價值營銷目標營銷計劃營銷戰(zhàn)略需求一滿足式目標目標/任務法銷售百分比法產品概念關系營銷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市場份額法/廣告份額法形勢分析利益相關者營銷和廣告術語Englishsales-target objectivesshare-of-market/share-of-voice methodsituation analysisstakeholderSWOT分析（優(yōu)勢、弱勢、機遇與威脅）strength/weakness/opportunity/threat analysis戰(zhàn)術目標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)市場影響中心有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參考組交換政府市場習慣需要層次工業(yè)市場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機人際影響認知市場賣主營銷大腦檔案動機需要被動生成動機非人員影響輿論領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學說購后評估潛在顧客心理過濾參照人群經銷商市場選擇性感知自我意識社會階層刺激亞文化營銷和廣告術語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類別營銷中文認知失調學說轉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絡營銷非人員傳播人員型服務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品概念產品因素產品生命周期營銷和廣告術語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類別營銷公關中文消費心態(tài)細分消費心態(tài)宣傳拉拉式戰(zhàn)略購買時機推入推式戰(zhàn)略轉銷商銷售推廣選擇性需求選擇性分銷服務特別事件標準工業(yè)分類代碼目標市場目標營銷過程電話營銷使用率用戶身份垂直營銷體系用量細分軟文倡導廣告伏擊式營銷視聽材料公告牌社會參與企業(yè)廣告營銷和廣告術語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類別公關中文企業(yè)識別廣告危機管理娛樂展品特寫內部通報以貨代款機構廣告游說前期市場企業(yè)廣告營銷公關新聞簡報意見抽樣慈善行為招貼傳媒代理傳媒工具公共事務公共關系戶公共關系廣告宣傳公眾招聘廣告聲望經營撰寫講演稿贊助賽場營銷新聞通報錄像營銷和廣告術語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指導美術工作室全國性廣告主協(xié)會品牌經理企業(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)費代理費混合制外國媒介全面服務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獨立制作社營銷和廣告術語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類別職能中文獨立調查公司機構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地方性廣告地方廣告公司維持期經營總監(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告點關系預備期印刷媒介印刷廠產品廣告區(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部推測性提案營銷和廣告術語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)意中文直接費制下游公司終結期交通廣告縱向聯(lián)合廣告網絡設計社藝術藝術方向藝術家美術總監(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)略非文字營銷和廣告術語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)意中文產品概念理性訴求目標受眾技巧轉換性價值型思維文字的形象化戰(zhàn)士樣片動畫技法聲頻艾耶1號式利益式標題正文粗體照相制版表演綱要結尾命令式標題末稿演示設計技巧式正文對白/獨白式正文旁白標題吸引技巧圖標插圖畫家企業(yè)形象式正文營銷和廣告術語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口號故事板故事板草圖營銷和廣告術語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)意中文直截了當式直接推銷式正文副標題標題句證言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字符計算式電影攝影師截止期色基分色連續(xù)調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目凸版網屏互動電視任務夾出格電腦亭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人場所營銷和廣告術語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)意中文平臺使用費后期制作階段開印前階段預備階段印刷制作經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頁單詞計算式工作樣片書寫紙營銷和廣告術語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促銷套裝贈送公司大會與經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)據進入數(shù)據管理數(shù)據庫數(shù)據庫營銷直接營銷直接反應廣告直接銷售戰(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樣品試用聯(lián)絡媒介人員銷售售點材料什錦袋裝樣品獎品營銷和廣告術語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電話營銷貿易廣告貿易集中貿易折扣貿易推廣營銷和廣告術語Englishpull strategypush money/spiffspush strategyrebatesRFM formulasales promotionsamplingslotting allowancesweepstaketelemarketingtrade advertisingtrade concentrationtrade dealstrade promotion媒介策劃廣告反應曲線注意度受眾受眾目標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類別中文分布目標有效頻次有效到達率暴露值營銷和廣告術語Englishdistribution objectiveseffective frequencyeffective reachexposure value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金驅動值看見機會脈沖式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語English報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絡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業(yè)刊物統(tǒng)一收費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語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市雜志雜志出版人協(xié)會媒介采購員媒介標尺調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)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類別中文標準廣告單位標準收費與數(shù)據服務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)量折扣營銷和廣告術語EnglishSAU=standard advertising unitSRDSstandard-size newspaperSunday supplementtabloid newspapertear sheets3-D adsvertical publicationvolume discounts報刊媒體周報電臺媒體受眾構成受眾占有率時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)累積收聽率時段組合預定市場區(qū)域班車時間首播辛迪加毛評點開機家庭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間賠償條件廣播電視網網外辛迪加協(xié)