廣告行業(yè)中英文術(shù)語

1、常常用用廣廣告告術(shù)術(shù)語語名名稱稱縮縮寫寫Account ExecutiveAEAccount ManagerAMAdvertisingAdvertorial audience Art BaseAccount ServiceAS Above The LineATLBrainstorming Business development managerBDBrand ValueBrand Loyalty Brand PropositionBelow The LineBTLBanner Ad Big Idea Brief/Creative BriefBrand Brand ManagerBMBusine

2、ss to Business B2BBusiness to Custom/Consumer B2CBusiness UnitBUCustom to Custom/Consumer C2CCore ValueCore IdeaCampaignCopyrightCorporate ImageCIConvenience StoreCVSConsumer Insights CopyCopy BaseCopy WriterCWConference CallCon CallCreative DirectorCDDesignerDots Per InchDPIDemonstrationDEMO Digita

3、l Marketing E-Coupons Electronic Direct Mail AdvertisingEDM For Your Information / For Your ReferenceFYI/FYRICONInsights Integrated Marketing Interactive DesignInteractive Marketing/Advertising Internet Head LineH/LKey AccountKAKey VisualKVLogoLayoutLocal Agency/Advertising Minisite On BriefOnline M

4、arketing Pre-Production MeetingPPM Sales PromotionSPPoint of Purchase AdvertisingPOPProduct ManagerPMQuotationResearchReturn On InvestmentROI ScheduleStore CheckStoryBoardStoryLineStrategyScriptShowReelSloganSubjectTV-commercialTVCToneTarget Audience Unique Selling PropositionUSPViral Marketing中中文文解

5、解釋釋客客戶戶執(zhí)執(zhí)行行客客戶戶經(jīng)經(jīng)理理廣廣告告軟軟文文受受眾眾美美術(shù)術(shù)/ /設(shè)設(shè)計計出出身身客客戶戶服服務(wù)務(wù)線線上上/ /在在廣廣告告上上，泛泛指指主主力力的的傳傳播播手手段段頭頭腦腦風(fēng)風(fēng)暴暴企企業(yè)業(yè)/ /業(yè)業(yè)務(wù)務(wù)發(fā)發(fā)展展經(jīng)經(jīng)理理品品牌牌價價值值品品牌牌忠忠誠誠度度品品牌牌定定位位線線下下/ /在在廣廣告告上上，泛泛指指主主力力以以外外的的傳傳播播手手段段橫橫幅幅廣廣告告大大創(chuàng)創(chuàng)意意工工作作簡簡報報/ /創(chuàng)創(chuàng)意意簡簡報報品品牌牌品品牌牌經(jīng)經(jīng)理理企企業(yè)業(yè)對對企企業(yè)業(yè), , 比比如如阿阿里里巴巴巴巴企企業(yè)業(yè)對對消消費費者者，比比如如, 卓卓越越事事業(yè)業(yè)單單位位消消費費者者對對消消費費者者，比比如如

6、eBay,eBay, 淘淘寶寶, , 拍拍拍拍品品牌牌核核心心價價值值核核心心創(chuàng)創(chuàng)意意廣廣告告活活動動版版權(quán)權(quán)所所有有，著著作作權(quán)權(quán) 指指人人們們通通過過企企業(yè)業(yè)的的各各種種標(biāo)標(biāo)志志（如如產(chǎn)產(chǎn)品品特特點點、行行銷銷策策略略、人人員員風(fēng)風(fēng)格格等等）便便利利店店通通路路消消費費者者洞洞察察文文案案文文案案出出身身文文案案撰撰寫寫人人電電話話會會議議常常用用廣廣告告術(shù)術(shù)語語創(chuàng)創(chuàng)意意總總監(jiān)監(jiān)設(shè)設(shè)計計師師單單位位面面積積內(nèi)內(nèi)像像素素的的多多少少，也也就就是是掃掃描描精精度度演演示示數(shù)數(shù)字字營營銷銷電電子子優(yōu)優(yōu)惠惠券券, , 包包含含手手機機等等其其他他數(shù)數(shù)字字平平臺臺線線上上直直郵郵/ /電電子子郵郵件

7、件廣廣告告供供您您參參考考圖圖標(biāo)標(biāo)洞洞察察整整合合行行銷銷/ /整整合合營營銷銷互互動動設(shè)設(shè)計計互互動動營營銷銷/ /廣廣告告網(wǎng)網(wǎng)絡(luò)絡(luò)營營銷銷/ /互互聯(lián)聯(lián)網(wǎng)網(wǎng)營營銷銷標(biāo)標(biāo)題題通通路路，泛泛指指家家樂樂福福、沃沃爾爾瑪瑪?shù)鹊却蟠笮托唾u賣場場通通路路主主視視覺覺, , 主主畫畫面面標(biāo)標(biāo)志志( (書書籍籍、廣廣告告等等的的) )版版面面設(shè)設(shè)計計, ,版版面面編編排排本本土土代代理理商商/ /本本土土廣廣告告公公司司/ /地地方方廣廣告告公公司司迷迷你你網(wǎng)網(wǎng)站站/ /泛泛指指為為某某個個產(chǎn)產(chǎn)品品或或品品牌牌成成立立的的網(wǎng)網(wǎng)站站符符合合簡簡報報的的創(chuàng)創(chuàng)意意線線上上營營銷銷拍拍攝攝前前會會議議促促銷銷活

8、活動動售售賣賣場場所所廣廣告告產(chǎn)產(chǎn)品品經(jīng)經(jīng)理理報報價價調(diào)調(diào)查查投投資資回回報報率率工工作作進進度度計計劃劃表表, , 日日程程安安排排市市場場走走訪訪故故事事版版故故事事大大綱綱戰(zhàn)戰(zhàn)略略/ /策策略略腳腳本本作作品品集集視視頻頻口口號號/ /標(biāo)標(biāo)語語/ /廣廣告告語語主主題題; ;題題目目; ;題題材材電電視視商商業(yè)業(yè)廣廣告告調(diào)調(diào)性性目目標(biāo)標(biāo)受受眾眾獨獨特特的的銷銷售售主主張張病病毒毒式式營營銷銷/ /病病毒毒性性營營銷銷常常用用廣廣告告職職務(wù)務(wù)術(shù)術(shù)語語名名稱稱縮縮寫寫Associated Art Director AADAssociated Account DirectorAADAssoci

9、ate Account Executive AAEAssociated Creative Director ACDArt Director ADAccount Director ADAccount Executive AEAccount Manager AMAccount Planner APArea Sale ManagerASMBusiness DevelopmentBDBusiness Director BDBusiness Executive BDEBusiness Development Director BDDCreative Director CDChief Creative O

10、fficer CCOChief Executive Officer CEOCreative Group Head CGHChief Innovation Officer CEOCopywriterCWChair Man Copy Director Director of Client Service DCSDeputy Executive Creative DirectorDECDDesignerDirectorExecutive Creative Director ECDGroup Account DirectorGADGroup Executive Creative DirectorCEC

11、DGroup HeadGHGroup Creative Director GCDMedia Director MDMedia Planner MPProject Manager PMPlanning SupervisorSenior Art Director SADSenior Account ExecutiveSAESenior Creative Director SCDSenior CopyWriterSCWStrategy DirectorSWDVice President VPVisualizer Visualizer Group Head Web Designer WD中中文文解解釋

12、釋 副副美美術(shù)術(shù)指指導(dǎo)導(dǎo) 副副客客戶戶總總監(jiān)監(jiān)助助理理客客戶戶執(zhí)執(zhí)行行副副( (助助理理) )創(chuàng)創(chuàng)意意總總監(jiān)監(jiān)美美術(shù)術(shù)指指導(dǎo)導(dǎo)客客戶戶服服務(wù)務(wù)總總監(jiān)監(jiān)、業(yè)業(yè)務(wù)務(wù)指指導(dǎo)導(dǎo)客客戶戶執(zhí)執(zhí)行行、客客戶戶服服務(wù)務(wù)、客客戶戶主主任任客客戶戶經(jīng)經(jīng)理理客客戶戶企企劃劃 大大區(qū)區(qū)銷銷售售經(jīng)經(jīng)理理業(yè)業(yè)務(wù)務(wù)拓拓展展業(yè)業(yè)務(wù)務(wù)總總監(jiān)監(jiān)業(yè)業(yè)務(wù)務(wù)執(zhí)執(zhí)行行業(yè)業(yè)務(wù)務(wù)拓拓展展總總監(jiān)監(jiān)、業(yè)業(yè)務(wù)務(wù)總總監(jiān)監(jiān)創(chuàng)創(chuàng)意意總總監(jiān)監(jiān)、創(chuàng)創(chuàng)意意指指導(dǎo)導(dǎo)首首席席創(chuàng)創(chuàng)意意官官首首席席執(zhí)執(zhí)行行官官創(chuàng)創(chuàng)意意組組長長首首席席創(chuàng)創(chuàng)新新官官撰撰稿稿人人、文文案案總總裁裁文文案案指指導(dǎo)導(dǎo)客客戶戶主主管管代代理理執(zhí)執(zhí)行行創(chuàng)創(chuàng)意意總總監(jiān)監(jiān)設(shè)設(shè)計計師師 總總監(jiān)監(jiān)執(zhí)執(zhí)行

13、行創(chuàng)創(chuàng)意意總總監(jiān)監(jiān)客客戶戶群群總總監(jiān)監(jiān) 集集團團執(zhí)執(zhí)行行創(chuàng)創(chuàng)意意總總監(jiān)監(jiān) 創(chuàng)創(chuàng)意意組組長長創(chuàng)創(chuàng)意意群群總總監(jiān)監(jiān)媒媒體體指指導(dǎo)導(dǎo)、媒媒介介部部經(jīng)經(jīng)理理媒媒介介策策劃劃項項目目經(jīng)經(jīng)理理, , 對對內(nèi)內(nèi)居居多多常常用用廣廣告告職職務(wù)務(wù)術(shù)術(shù)語語企企劃劃總總監(jiān)監(jiān)高高級級美美術(shù)術(shù)指指導(dǎo)導(dǎo)資資深深客客戶戶執(zhí)執(zhí)行行高高級級/ /資資深深創(chuàng)創(chuàng)意意總總監(jiān)監(jiān)高高級級/ /資資深深文文案案策策略略總總監(jiān)監(jiān)副副總總裁裁插插圖圖家家、插插畫畫師師、繪繪圖圖員員、視視覺覺設(shè)設(shè)計計視視覺覺設(shè)設(shè)計計組組長長網(wǎng)網(wǎng)頁頁設(shè)設(shè)計計師師公公共共關(guān)關(guān)系系廣廣告告術(shù)術(shù)語語名名稱稱縮縮寫寫中中文文解解釋釋advertorial社社論論式式廣廣

14、告告advocacy advertising倡倡導(dǎo)導(dǎo)廣廣告告ambush marketing伏伏擊擊式式營營銷銷audiovisual materials視視聽聽材材料料bulleting boards公公告告牌牌community involvement社社會會參參與與corporate advertising企企業(yè)業(yè)廣廣告告corporate identity advertising企企業(yè)業(yè)識識別別廣廣告告crisis management危危機機管管理理entertainment娛娛樂樂exhibits展展品品feature articles特特寫寫house organ內(nèi)內(nèi)部部通通報報

15、in kind以以貨貨代代款款institutional advertising機機構(gòu)構(gòu)廣廣告告lobbying游游說說market prep corporate advertising前前期期市市場場企企業(yè)業(yè)廣廣告告marketing public relation營營銷銷公公關(guān)關(guān)news/press release新新聞聞簡簡報報opinion sampling意意見見抽抽樣樣philanthropy慈慈善善行行為為posters招招貼貼press agentry傳傳媒媒炒炒作作press/media kit傳傳媒媒工工具具public affairs公公共共事事務(wù)務(wù)public rela

16、tions公公共共關(guān)關(guān)系系戶戶public relations advertising公公共共關(guān)關(guān)系系廣廣告告publicity宣宣傳傳publics公公眾眾recruitment advertising招招聘聘廣廣告告reputation management聲聲望望經(jīng)經(jīng)營營speechwriting撰撰寫寫講講演演稿稿sponsorship贊贊助助venue marketing賽賽場場營營銷銷video news release新新聞聞通通報報錄錄像像廣廣播播媒媒介介廣廣告告術(shù)術(shù)語語名名稱稱縮縮寫寫中中文文解解釋釋affidavit of performance執(zhí)執(zhí)行行證證明明書書audi

17、ence composition受受眾眾構(gòu)構(gòu)成成audience share受受眾眾占占有有率率avails時時間間表表average quarter-hour audience一一刻刻平平均均聽聽眾眾數(shù)數(shù)average quarter-hour rating一一刻刻平平均均收收聽聽率率average quarter-hour share一一刻刻平平均均占占有有率率barter syndication交交換換辛辛迪迪加加broadcast TV無無線線電電視視cable TV有有線線電電視視cost per point CPP單單位位成成本本Cost per thousandCPM千千人人成成

18、本本cumulative persons累累積積聽聽眾眾數(shù)數(shù)cumulative rating累累積積收收聽聽率率day-part mix時時段段組組合合designated market areas預(yù)預(yù)定定市市場場區(qū)區(qū)域域drive time班班車車時時間間first-run syndication首首播播辛辛迪迪加加gross rating points毛毛評評點點homes using televisionHUT開開機機家家庭庭imagery transfer形形象象移移植植informercial信信息息式式廣廣告告interconnect互互相相連連接接inventory存存貨貨lo

19、cal time地地方方時時間間make-goods賠賠償償條條件件networks廣廣播播電電視視網(wǎng)網(wǎng)off-network syndication網(wǎng)網(wǎng)外外辛辛迪迪加加participation basis協(xié)協(xié)辦辦preemption rate占占位位價價格格prime time黃黃金金時時段段Program-based advertisingPLA節(jié)節(jié)目目式式廣廣告告program rating節(jié)節(jié)目目收收視視率率programming formats節(jié)節(jié)止止編編排排形形式式rating services視視聽聽率率調(diào)調(diào)查查服服務(wù)務(wù)公公司司run-of-station電電臺臺指指定定時時間

20、間sponsorship贊贊助助spot announcement點點播播通通告告spot radio點點播播廣廣播播total audience受受眾眾總總數(shù)數(shù)total audience plan總總體體受受眾眾計計劃劃television householdsTVHH電電視視家家庭庭Ultra High FrequencyUHF特特高高頻頻Very high frequencyVHF甚甚高高頻頻互互動動媒媒介介廣廣告告術(shù)術(shù)語語名名稱稱縮縮寫寫中中文文解解釋釋ad networks廣廣告告網(wǎng)網(wǎng)絡(luò)絡(luò)ad request廣廣告告查查詢詢banner橫橫幅幅廣廣告告broadsides闊闊幅幅說

21、說明明書書brochures手手冊冊business reply mail商商業(yè)業(yè)回回郵郵件件button按按鈕鈕cable-modem有有線線調(diào)調(diào)制制解解調(diào)調(diào)器器catalogs目目錄錄Compact Disc Read-Only MemoryCD-ROM 光光驅(qū)驅(qū)classified ad Web site分分類類廣廣告告WebWeb站站click rate點點擊擊率率click-throughs點點進進率率compiled lists編編輯輯名名錄錄creative dimensional direct mailing立立體體創(chuàng)創(chuàng)意意直直郵郵digital interactive med

22、ia數(shù)數(shù)字字互互動動媒媒介介Direct PC直直接接電電腦腦direct-mail advertising直直郵郵廣廣告告folders折折頁頁home pages主主頁頁houselists專專屬屬名名錄錄house organs內(nèi)內(nèi)部部刊刊物物interactive TV互互動動電電視視Internet互互聯(lián)聯(lián)網(wǎng)網(wǎng)Internet service provider互互聯(lián)聯(lián)網(wǎng)網(wǎng)服服務(wù)務(wù)供供應(yīng)應(yīng)商商interstitial插插播播廣廣告告keyword關(guān)關(guān)鍵鍵詞詞letter shop信信件件公公司司list broker名名錄錄經(jīng)經(jīng)紀紀人人mail-response lists郵郵件件反反

23、應(yīng)應(yīng)名名錄錄push technology推推播播技技術(shù)術(shù)self-mailers郵郵簡簡statement stuffers公公告告書書Web browserWebWeb瀏瀏覽覽器器Web page網(wǎng)網(wǎng)頁頁Web Televisionweb TVWebWeb電電視視World Wide WebWWW萬萬維維網(wǎng)網(wǎng)創(chuàng)創(chuàng)作作廣廣告告術(shù)術(shù)語語名名稱稱縮縮寫寫中中文文解解釋釋advertising message廣廣告告訊訊息息art藝藝術(shù)術(shù)art directionAD藝藝術(shù)術(shù)方方向向art directorAD美美術(shù)術(shù)總總監(jiān)監(jiān)animatic樣樣片片Advertorial 軟軟文文Ayer No.

24、1艾艾耶耶1 1號號式式analog proof模模擬擬校校樣樣answer print合合成成片片benefit headlines利利益益式式標(biāo)標(biāo)題題body copy正正文文big idea大大創(chuàng)創(chuàng)意意brainstorming頭頭腦腦風(fēng)風(fēng)暴暴法法bleeds出出血血版版blueline藍藍線線closing date截截止止期期color key色色基基color separation分分色色continuous tones連連續(xù)續(xù)調(diào)調(diào)copy cast組組排排cover paper封封面面紙紙CYMK printing青青、黃黃、紅紅、黑黑印印刷刷casting brief表表演演綱

25、綱要要close結(jié)結(jié)尾尾command headlines命命令令式式標(biāo)標(biāo)題題comprehensive layout/comp末末稿稿conceptualization概概念念化化copywriter文文案案人人員員creative brief創(chuàng)創(chuàng)意意綱綱要要creative director創(chuàng)創(chuàng)意意總總監(jiān)監(jiān)creative process創(chuàng)創(chuàng)意意過過程程creative pyramid創(chuàng)創(chuàng)意意金金字字塔塔demonstration演演示示device copy技技巧巧式式正正文文dialog/monolog copy對對白白/ /獨獨白白式式正正文文donut旁旁白白display typ

26、e特特排排字字體體emotional appeals感感性性訴訴求求fact-based thinking事事實實型型思思維維headline標(biāo)標(biāo)題題hook吸吸引引技技巧巧institutional copy企企業(yè)業(yè)形形象象式式正正文文integrated commercial整整合合廣廣告告interior paragraphs內(nèi)內(nèi)容容段段落落informational信信息息性性jingles歌歌謠謠式式kicker肩肩題題kerning出出格格line plate線線畫畫版版layout布布局局圖圖lead-in paragraph預(yù)預(yù)備備段段落落lifestyle technique

27、s生生活活方方式式技技法法logotypes標(biāo)標(biāo)志志mnemonic device助助記記手手段段musical commercials音音樂樂式式廣廣告告mandatories指指定定message strategy訊訊息息戰(zhàn)戰(zhàn)略略mandatories指指令令master tape母母帶帶mixed interlock合合成成樣樣片片mnemonic device助助記記手手段段narrative copy敘敘述述式式正正文文news/information headlines新新聞聞/ /信信息息式式標(biāo)標(biāo)題題nonverbal非非文文字字on camera出出鏡鏡頭頭postproduc

28、tion phase后后期期制制作作階階段段prepress phase開開印印前前階階段段preproduction phase預(yù)預(yù)備備階階段段production phase制制作作階階段段paste up拼拼版版picture-caption copy圖圖片片說說明明式式正正文文picture-window layout方方框框圖圖片片式式布布局局poster-style format招招貼貼式式格格式式provocative headlines啟啟發(fā)發(fā)式式標(biāo)標(biāo)題題product concept產(chǎn)產(chǎn)品品概概念念question headlines疑疑問問式式標(biāo)標(biāo)題題special eff

29、ects特特技技script腳腳本本signature cuts簽簽名名slice of life生生活活片片段段slogans口口號號straight announcement直直截截了了當(dāng)當(dāng)式式straight-sell copy直直接接推推銷銷式式正正文文subhead副副標(biāo)標(biāo)題題target audience目目標(biāo)標(biāo)受受眾眾transformational轉(zhuǎn)轉(zhuǎn)換換性性taglines標(biāo)標(biāo)題題句句testimonial證證言言text正正文文theme lines主主題題句句thumbnail小小樣樣trial close收收尾尾value-based thinking價價值值型型思思維

30、維verbal文文字字的的visualization形形象象化化visuals圖圖形形部部分分voiceover旁旁白白行行政政廣廣告告術(shù)術(shù)語語名名稱稱縮縮寫寫affirmative disclosureLeague of American AdvertisingAAFAmerican Association of Advertising AgenciesAAAANational Association of National AdvertisersANABetter Business BureauBBBcease-and-desist ordercomparative advertising

31、consent decreeconsumer advocateconsumer information networksconsumerismcopyrightcorrective advertisingdeceptive advertisingendorsementsethical advertisingFederal Communications CommissionFCCintellectual propertylong-term macro argumentsNational Advertising DepartmentNADNational Advertising Review Bo

32、ardNARBNational Advertising Review CommitteeNARCnonproduct factspatentprivacy rightspufferyshort-term manipulative argumentssocial responsibilitysubliminal advertisingsubstantiationtestimonialstrademarkunfair advertisingU.S.Patent and Trademark Office中中文文解解釋釋明明確確表表示示美美國國廣廣告告聯(lián)聯(lián)盟盟美美國國廣廣告告公公司司協(xié)協(xié)會會全全國國性

33、性廣廣告告主主協(xié)協(xié)會會商商業(yè)業(yè)促促進進局局停停止止/ /中中止止令令比比較較廣廣告告服服罪罪判判決決書書消消費費者者保保護護團團體體消消費費者者信信息息網(wǎng)網(wǎng)絡(luò)絡(luò)消消費費者者保保護護主主義義版版權(quán)權(quán)更更正正廣廣告告欺欺騙騙性性廣廣告告推推薦薦道道德德廣廣告告聯(lián)聯(lián)邦邦通通訊訊委委員員會會知知識識產(chǎn)產(chǎn)權(quán)權(quán)長長期期宏宏觀觀論論全全國國廣廣告告處處國國家家廣廣告告審審查查局局國國家家廣廣告告審審查查委委員員會會非非產(chǎn)產(chǎn)品品事事實實專專利利隱隱私私權(quán)權(quán)夸夸大大短短期期操操縱縱論論社社會會責(zé)責(zé)任任潛潛意意識識廣廣告告證證據(jù)據(jù)證證實實商商標(biāo)標(biāo)行行政政廣廣告告術(shù)術(shù)語語不不正正當(dāng)當(dāng)廣廣告告美美國國專專利利與與商商

34、標(biāo)標(biāo)署署銷銷售售廣廣告告術(shù)術(shù)語語名名稱稱縮縮寫寫advertising allowancebuyback allowancecents-off promotioncombination offercompany conventions & dealer meetingsconsumer sales promotioncontestcooperative/co-op advertisingcouponscustomer lifetime valuedata accessdata managementdatabasedatabase marketingdirect marketingdir

35、ect-response advertisingdirect-sales strategydirect sellingdisplay allowancedivertingelectronic couponsforward buyingfree-standing insertsin-store samplinglinkage mediapersonal sellingpoint-of-purchase materialspolybaggingpremiumspull strategypush money/spiffspush strategyrebatesRFM formulasales pro

36、motionsamplingslotting allowancesweepstaketelemarketingtrade advertisingtrade concentrationtrade dealstrade promotion中中文文解解釋釋廣廣告告津津貼貼回回購購津津貼貼減減價價促促銷銷套套裝裝贈贈送送公公司司大大會會與與經(jīng)經(jīng)銷銷商商聚聚會會消消費費者者銷銷售售推推廣廣競競賽賽聯(lián)聯(lián)合合廣廣告告優(yōu)優(yōu)惠惠券券顧顧客客終終身身價價值值數(shù)數(shù)據(jù)據(jù)進進入入數(shù)數(shù)據(jù)據(jù)管管理理數(shù)數(shù)據(jù)據(jù)庫庫數(shù)數(shù)據(jù)據(jù)庫庫營營銷銷直直接接營營銷銷直直接接反反應(yīng)應(yīng)廣廣告告直直接接銷銷售售戰(zhàn)戰(zhàn)略略直直接接銷銷售售陳陳列列津津貼

37、貼易易地地銷銷售售電電子子優(yōu)優(yōu)惠惠券券提提前前購購買買廣廣告告插插頁頁店店內(nèi)內(nèi)樣樣品品試試用用聯(lián)聯(lián)絡(luò)絡(luò)媒媒介介人人員員銷銷售售售售點點材材料料什什錦錦袋袋裝裝樣樣品品獎獎品品拉拉式式戰(zhàn)戰(zhàn)略略推推銷銷獎獎金金推推式式戰(zhàn)戰(zhàn)略略部部分分退退款款近近期期、頻頻次次、貨貨幣幣方方程程銷銷售售廣廣告告術(shù)術(shù)語語銷銷售售推推廣廣樣樣品品試試用用貨貨位位津津貼貼抽抽獎獎電電話話營營銷銷貿(mào)貿(mào)易易廣廣告告貿(mào)貿(mào)易易集集中中貿(mào)貿(mào)易易折折扣扣貿(mào)貿(mào)易易推推廣廣媒媒介介策策劃劃廣廣告告術(shù)術(shù)語語名名稱稱縮縮寫寫advertising impressionadvertising response curveattention v

38、alueaudienceaudience objectivesblinkingbrand development indexburstingcategory development indexcirculationcontinuitycontinuous schedulecost efficiencycost per point CPPcost per thousand CPMcreative mix distribution objectives effective frequency effective reachexposure value Markets, finance, media

39、, combination,method5Msflighting schedulegross impressionsgross rating points marketsmechanics media planning MPmedia vehiclesMVmessage weight MWmethodology mixed-media approach motivation value opportunity to seepulsing schedulerating reachreaders per copyrecency planning roadblocking spillover med

40、iasynergy television householdsTVHH中中文文解解釋釋廣廣告告印印象象廣廣告告反反應(yīng)應(yīng)曲曲線線注注意意度度受受眾眾受受眾眾目目標(biāo)標(biāo)間間歇歇式式排排期期品品牌牌開開發(fā)發(fā)指指數(shù)數(shù)集集中中式式品品種種開開發(fā)發(fā)指指數(shù)數(shù)發(fā)發(fā)行行量量持持續(xù)續(xù)性性持持續(xù)續(xù)式式成成本本效效益益單單位位成成本本千千人人成成本本創(chuàng)創(chuàng)意意組組合合分分布布目目標(biāo)標(biāo)有有效效頻頻次次有有效效到到達達率率暴暴露露值值市市場場、資資金金、媒媒介介、組組合合、方方法法起起伏伏式式總總印印象象毛毛評評點點市市場場組組合合媒媒介介策策劃劃媒媒介介載載體體訊訊息息力力度度方方法法組組合合媒媒介介法法驅(qū)驅(qū)動動值值看看見

41、見機機會會脈脈沖沖式式媒媒介介策策劃劃廣廣告告術(shù)術(shù)語語視視聽聽率率到到達達率率每每冊冊讀讀者者數(shù)數(shù)近近期期策策劃劃路路障障式式外外溢溢媒媒介介增增效效效效應(yīng)應(yīng)電電視視戶戶媒媒介介運運用用廣廣告告術(shù)術(shù)語語名名稱稱縮縮寫寫Audit Bureau of circulationABC bleedbulk discountsbusiness magazines circulation audit classified ads Classified Ads Network of New YorkCANNYclassified display adsclosing date combination rat

42、es consumer magazines contract rate controlled circulationcover date cover position custom magazine daily newspapers demographic editionsdisplay advertisingearned rates farm publications flat rate frequency discounts full positiongatefold geographic editions guaranteed circulation horizontal publica

43、tion independent shopping guide insertinsertion orderisland halves junior unit local city magazine Magazine Publishers AssociationMPAmedia buyerMedia ruler survey LimitedMRInational magazines national rateNewspaper Association of AmericaNAANewspapers libraryNSB on-sale dateopen ratepaid circulationp

44、op-up ad.preferred-position rates preprinted inserts primary circulation proof copy public notice rate baserate card reading notice regional publicationsROP advertising ratessecondary/pass-along readershipshort rateThe Sai Mengsi Market Research BureauSMRBsplit runs Standard ad unitsSAUStandard fees and data services companySRDSstandard-size newspaper Sunday supplement tabloid newspapertear sheetsThree Dimensions ads3-D ads vertical publicationvolume discountsweekly newspapers中中文文解解釋釋發(fā)發(fā)行行量量審審核核局局出出血血批批量