中英文广告英语术语——媒介策划用语
广告英语术语——营销用语
34舆论领袖opinion leader
1态度attitude35集团买主organizational buyers
2品牌兴趣brand interest36感知perception
3品牌忠诚brand loyalty37感知过滤perceptual screens
4企业市场business markets38无意劝服路径periphial route to persuasion
5影响中心centers of influence39个人过程personal processes
6有意劝服路径central route to persuation40劝服persuasion
7认知cognition41生理过滤physiological screens
8消费行为consumer behavior42主动生成动机positively originated motives
9消费者决策过程consumer decision making process43购后失调学说postpurchase dissonance
10消费者市场consumer markets44购后评估postpurchase evaluation
11文化culture45潜在顾客prospective customers
12现有顾客current customers46心理过滤psychological screens
13详尽可能性模型Elaboration Likelihood Model47参照人群reference groups
14环境因素environment48经销商市场reseller markets
15选择评估evaluation of alternatives49选择性感知selective perception
16评估标准evaluative criteria50自我意识self-concept
17参考组evoked set51社会阶层social classes
18交换exchange52刺激stimulus
19政府市场government markets53亚文化subculture
20习惯habit54认知失调学说theory of cognitive dissonance 21需要层次hierachy of needs55转换性动机transformational motives
22工业市场industrial markets56国际市场transnational markets
23信息性动机informational motives57效用utility
24人际影响interpersonal influences58欲望wants
25认知learning59地理人口细分geodemographic segmentation
26市场market60地理细分geographic segmentation
27卖主marketers61成长期growth stage
28营销marketing62隐性差异hidden differenees
29大脑档案mental files63独立品牌individual brand
30动机motivation64诱导性差异induced differences
31需要needs65密集分销intensive distribution
32被动生成动机negatively originated motives66引入期introductory phase
33非人员影响nonpersonal influences67特许品牌licensed brand
68市场细分market segmentation102电话营销telemarketing
69营销组合marketing mix103使用率usage rates
70成熟期maturity stage104用户身份user status
71全国性品牌national brand105垂直营销体系vertical marketing system
72网络营销network marketing106用量细分volume segmentation
73非人员传播nonpersonal communication
广告英语术语——营销计划用语
74人员型服务people-based service
75显性差异perceptible differences107广告讯息advertising message
76人员传播personal communication108广告计划advertising plan
77定位position109广告战略advertising strategy
78价格因素price element110自下而上式营销bottom-up marketing
79初级需求primary demand111传播媒介communiciations media
80首要需求趋势primary demand trend112企业目标corporate objectives
81私家品牌private label113创意组合creative mix
82产品概念product concept114试验调查法empirical research method
83产品因素product element115整合营销传播integrated marketing communication
84产品生命周期product life cycle116顾客终身价值lifetime customer value
85消费心态细分psychographic segmentation117营销目标marketing objectives
86消费心态psychographic118营销计划marketing plan
87宣传publicity119营销战略marketing strategy
88拉pull120需求一满足式目标need-satisfying objectives
89拉式战略pull strategy121目标/任务法objective/task method
90购买时机purchase occasion122销售百分比法percentage-of -sales method
91推入push123产品概念product concept
92推式战略push strategy124关系营销relationship marketing
93转销商reseller125销售定向式目标sales-target objectives
94销售推广sales promotion126市场份额法/广告份额法share-of-market/share-of-voice method
95选择性需求selective demand127形势分析situation analysis
96选择性分销selective distribution128利益相关者stakeholder
97服务service129SWOT分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threat analysis 98特别事件special events130战术tacics
99标准工业分类代码Standard Industrial Classification Codes131目标受众target-audience
100目标市场
target market
132自上而下式营销top-down marketing 101目标营销过程target marketing process
166回忆测试
recall tests 133广告调查advertising research 167信度reliability 134态度测试attitude tests 168销售测试sales tests 135中心场所测试central location tests 169样本sample 136混杂测试clutter tests 170样本单位sample units 137直接提问法direct questioning 171二级信息secondary data 138试验法experimental method 172全面调查survey 139小组讨论focus group 173试验市场test market
140正试调查formal research 174通用产品代码universal product code 141成见效应halo effect 175母体universe 142深度访问in-depth interview 176效度
validity
143非正式/试调查informal research 144查询测试inquiry tests 145深度调查技术intensive techniques
177广告代理公司
advertising agency 146营销信息系统marketing information system, MIS 178艺术指导
art directors 147营销调查marketing research 179美术工作室
art studios 148市场markets 180全国性广告主协会ANA 149媒介种类media class 181品牌经理
brand manager
150媒介调查media research 182企业对企业广告公司business-to-business agency 151媒介细分media subclass 183集中式广告部centralized advertising department 152媒介单位media units 184分类广告classified advertising 153媒介载体media vehicles 185清仓广告clearance advertising 154产品merchandise 186联合广告cooperative advertising 155讯息message 187文案copy 156动机motives
188文案人员copywriter 157非概率抽样nonprobability samples 189创意工作室creative boutique 158观察法observation method 190创意总监creative director 159事后测试posttesting 191分散式体制decentralized system 160事前测试pretesting 192部门式departmental system 161初级信息primary data 193发展期
development stage 162投射法
projective techniques
194数字互联媒介
digital interactive media
广告英语术语——营销调查用语
广告英语术语——职能用语
163定性调查qualitative research195直邮广告direct-mail advertising
164定量调查quantitative research196电子媒介electronic media
165随机概率抽样random probability samples197手续费——代理费混合制fee-commission combination
198全面服务公司fullservice advertising agency233推测性提案speculative presentation
199普通消费者广告公司general consumer agency234直接费制straight-fee system
200全球性卖主global marketers235下游公司supplier
201集团式group system236终结期termination stage
202横向联合广告horizontal cooperative advertising237交通广告transit advertising
203专属广告公司in-house agency238纵向联合广告vertical cooperative advertising 204奖励制incentive system239网络设计社Web design house
205独立制作社independent production house
广告英语术语——行政用语
206独立调查公司independent research company
207机构广告institutional advertising240明确表示affirmative disclosure
208整合营销传播integrated marketing communications241美国广告联盟AAF
209互联广告公司interactive agency242美国广告公司协会AAAA
210国际广告公司international agency243全国性广告主协会ANA
211国际媒介international media244商业促进局BBB
212国际化架构international structure245停止/中止令cease-and-desist order
213地方性广告local advertising246比较广告comparative advertising
214地方广告公司local agency247服罪判决书consent decree
215维持期maintenance stage248消费者保护团体consumer advocate
216经营总监management supervisors249消费者信息网络consumer information networks 217差价markup250消费者保护主义consumerism
218媒介购买公司media-buying service251版权copyright
219媒介代理费media commission252更正广告corrective advertising
220跨国公司multinational corporations253欺骗性广告deceptive advertising
221全国性广告主national advertiser254推荐endorsements
222全国性广告公司national agency255道德广告ethical advertising
223户外广告outdoor advertising256联邦通讯委员会FCC
224关系预备期prerelationship stage257联邦贸易委员会FTC
225印刷媒介print media258食品与药品管理局FDA
226产品广告product advertising259知识产权intellectual property
227区域性广告主regional advertiser260长期宏观论long-term macro arguments 228区域性广告公司regional agency261全国广告处NAD
230截留费制retainer system263国家广告审查委员会NARC
231减价广告sale advertising264非产品事实nonproduct facts
232销售推广部sales promotion department265营养标识与教育法Nutritional Labeling and Education Act 266专利patent299工业时期industrial age
267隐私权privacy rights300工业化时期industrializing age
268夸大puffery301国际广告international advertising
269短期操纵论short-term manipulative arguments302地方性广告local advertising
270社会责任social responsibility303营销传播marketing communications
271潜意识广告subliminal advertising304营销公关marketing PR
272证据substantiation305媒介medium
273证实testimonials306讯息message
274商标trademark307叙述式讯息narrative message
275不正当广告unfair advertising308全国性广告national advertising
276美国专利与商标署U.S.Patent and Trademark Office309噪音noise
310非商业广告noncommercial advertising
广告英语术语——综合用语
311非产品广告nonproduct advertising
277行为广告action advertising312人员销售personal selling
278实际消费者actual consumer313后工业时期postindustrial age
279农业广告agricultural advertising314前工业化时期preindustrial age
280自传式讯息autobiographical message315产品广告product advertising
281知晓广告awareness advertising316专业广告professional advertising
282品牌术branding317公共关系public relations
283工商广告business advertising318公共关系活动public relations activities
284企业对企业广告business-to-business advertising319公共关系广告public relations advertising
285渠道channel320受众receiver
286辅助材料collateral materials321区域性广告regional advertising
287消费者广告consumer advertising322常规价格广告regular price-line advertising
288消费者consumer323零售广告retail advertising
289译码decode324销售推广sales promotion
290直接反应广告direct-response advertising325信源source
291戏剧式讯息drama message326广告主/出资人sponsor
292编码encode327资助性消费者sponsorial consumers
293农场广告farm advertising328目标受众target audience
294反馈feedback329目标市场target market
296观点
ideas
297形象广告image advertising 298预定消费者implied consumer 331社论式广告
advertorial 332倡导广告advocacy advertising 333伏击式营销ambush marketing 366广告津贴
advertising allowance 334视听材料audiovisual materials 367回购津贴
buyback allowance 335公告牌bulleting boards
368目录
catalog 336社会参与community involvement 369减价促销
cents-off promotion 337企业广告
corporate advertising
370套装赠送
combination offer 338企业识别广告corporate identity advertising 371公司大会与经销商聚会
company conventions & dealer meetings 339危机管理crisis management 372消费者销售推广
consumer sales promotion 340娱乐entertainment 373竞赛
contest 341展品exhibits
374联合广告
cooperative/co-op advertising 342特写
feature articles 375优惠券
coupons 343内部通报house organ 376顾客终身价值
customer lifetime value 344以货代款in kind
377数据进入
data access 345机构广告institutional advertising 378数据管理
data management 346游说
lobbying
379数据库
database 347前期市场企业广告market prep corporate advertising 380数据库营销
database marketing 348营销公关marketing public relation 381直接营销
direct marketing 349新闻简报news/press release 382直接反应广告
direct-response advertising 350意见抽样opinion sampling 383直接销售战略
direct-sales strategy 351慈善行为philanthropy 384直接销售
direct selling 352招贴
posters
385陈列津贴
display allowance 353传媒炒作press agentry 386易地销售
diverting 354传媒工具press/media kit 387电子优惠券
electronic coupons 355公共事务public affairs 388提前购买
forward buying 356公共关系户public relations
389广告插页
free-standing inserts 357公共关系广告public relations advertising 390游戏
game 358宣传publicity 391店内样品试用
in-store sampling 359公众
publics
392联络媒介
linkage media 360招聘广告recruitment advertising 393人员销售
personal selling 361声望经营reputation management 394售点材料
point-of-purchase materials 362撰写讲演稿speechwriting 395什锦袋装样品
polybagging 广告英语术语——公共关系用语
广告英语术语——销售用语
364赛场营销venue marketing397拉式战略pull strategy
365新闻通报录像video news release398推销奖金push money/spiffs
399推式战略push strategy 400部分退款rebates
401近期、频次、货币方程RFM formula
402销售推广sales promotion
403样品试用sampling
404货位津贴slotting allowance
405抽奖sweepstake
406电话营销telemarketing
407贸易广告trade advertising
408贸易集中trade concentration
409贸易折扣trade deals
410贸易推广trade promotion
广告英语术语——媒介策划用语
广告印象
advertising impression
广告反应曲线
advertising response curve
注意度
attention value
受众
audience
受众目标
audience objectives
间歇式排期
blinking
品牌开发指数
brand development index
集中式
bursting
品种开发指数category development index
发行量
circulation
持续性
continuity
持续式
continuous schedule
成本效益
cost efficiency
单位成本
cost per point
千人成本
cost per thousand
创意组合
creative mix
分布目标
distribution objectives
有效频次
effective reach
暴露值
exposure value
市场、资金、媒介、组合、方法5Ms
起伏式
flighting schedule
频次
frequency
总印象
gross impressions
毛评点
gross rating points
市场
markets
组合
mechanics
媒介
media
媒介策划
media vehicles
讯息力度message weight
方法methodology
组合媒介法
mixed-media approach
资金
money
驱动值motivation value
看见机会opportunity to see
脉冲式
pulsing schedule
视听率
rating
到达率
reach
每册读者数readers per copy
recency planning
路障式roadblocking
外溢媒介spillover media
增效效应synergy
电视户television households