Unite 2a Entertaining a client1. Entertaining使人得到娱乐的;使人愉快的;有趣的Films should be entertaining.电影应该是有娱乐性的。
2. Attentiveness注意,专注,关注 n.3. Questionnaire(调查情況用的)問卷; (意見) 调查表 n.4. Criterion(判断、批评的) 标准,准则,尺度[C] n.What criteria do you use when judging the quality of a student's work? 你用什么标准来衡量学生的学业?5. Distinctive有特色的,特殊的 a.Distinctive features特点JUN 徐珺泽6. Semiprivate半私用的 a.7. Flexibility易曲性;适应性,灵活性;弹性[U]We appreciate your flexibility in dealing with this matter.我们感谢您处理这件事的灵活性8. Evolve1)使逐步形成;发展,展开How did you evolve this very personal and original style?你是怎样逐步形成这种很有个性且具独创性的风格的?2)释放,散出(气体,热等)3)引申出,推断出[(+from)]We had to evolve the truth from a mass of confused evidence.我们不得不从大量庞杂的证据中推断出事情的真相。
4)逐步形成;发展;进化;成长[(+from/into)]9. Statement1) 陈述, 说明2) (正式的) 声明3) (银行等的) 报告单, 结单, 报告书, 借贷表I get a bank statement every month.我每月收到一份银行的结算单。
毕业论文题目：商标在产品营销中的作用The effects of brand names in marketing学生姓名：准考证号：系别：班级：届别：指导教师：摘要关于商标的话题在新闻媒体中屡屡被提起，原因之一是很多企业对商标的作用认识不太清楚，没有把商标看得很重要，致使企业在营销过程中由于商标遭抢注或者被买走后束之高阁而受到很大损失。
还有一些企业对产品的商标的宣传力度不够，导致产品市场占有率下降甚至退出市场。
为此，我们应重新审视商标的作用。
近年来介绍商标的书籍和讨论“商标战略”的文章日渐多了起来，这为我国企业发展提供了可借鉴的案例，开阔了企业家的视野。
但大多数仅是一些著名商标个案发展史的罗列，或者是站在传统营销观念上探讨商标内在的机制问题，难以找到关于我国现阶段市场特征的商标作用的文章。
为了解决这个问题，本论文在分析国内外多企业在商标成败的基础上，结合我国实际，阐释了商标在产品营销中对企业、消费者以及产品本身的作用。
关键词商标；企业；消费者；产品；作用AbstractBrand names on the topic in the media has repeatedly been raised, one of the reasons is that many companies did not understand the role of the brand names clearly, did not know the importance of the brand names resulting in the marketing business in the course of being registered as trademarks or being bought The companies have been shelved after huge losses. There are also business-to-product brand names of the propaganda , leading to market share dropped even withdraw from the market. To this end, we should re-examine the role of brand names.In recent years many articles introduced the trademarks of books and discuss "trademark strategy," the article increased more, this is the development of China's companies .They can learn from the case, the broad vision of the entrepreneur. But the majority only in some cases well knew brand names of the history of the development list, or the traditional marketing concepts trademark of the internal mechanisms.It is difficult to find the market at this stage of China's brand name uncharacteristic of the role of the article. To solve this problem, this article learnt from more than the analysis of domestic and foreign enterprises in the success or failure on the basis of trade mark, with China's reality,illustrates the effects of the brand names in product marketing in the companies, consumer and the product itself .Key words Brand names ；companies；consumers；products；effectsCONTENTS1.Introduction (1)2.The effects of brand names on company (1)2.1. The brand names represent the image of a company (1)2.2. The brand names are intangible assets to a company (2)2.3.The brand names are the arms for a company when company (3)3.The effects of brand names on consumers (4)3.1.The brand names affect the consumers' decisions (4)3.2.The brand names bring the consumers' awareness (5)3.3.The brand names creates the consumers' loyalty (5)3.3.1.Consumers' loyalty (6)3.3.2.The brand names affects the consumers' loyalty (6)4. The effects of brand names on products (7)4.1.The brand names are one of the figures of the products (8)4.2.The brand names and the products are inseparable (8)4.3. The brand names suggest advertising recall on products (9)5. Conclusion (10)Bibliography (11)1.IntroductionBrands are an organization uses a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors.There are many advantages to businesses that build successful brands.these include:higher prices;higher profit margins;better distribution;customer loyalty.Brands were originally developed as labels of ownership: name, term, design, symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.2.The effects of brand names on companyBrands are important aspects of any business, but unlike money or bricks, mortar and paper clips, a brand is an intangible aspect of business. It lives in people heads and is defined by brand advertising and all of that person contacts with a company. Improving a brand is, therefore, one of the best marketing tools available because it involves your whole company and in the end, creates happier customers, more loyalty and higher market place.Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer.2.1. The brand names represent the image of a companyA company image is an intangible item (you can't touch it or feel it), but it's as important, if not more so, than the raw materials you fashion into a tangible brand names, machinery you use to make brand names or your brand names inventory. Here is an example of Gatorade.The thirst for Gatorade is unquenchable as far as Sue Wellington is concerned.Sheshould know. Wellington has forged a brilliant marketing career nurturing the Gatorade brand for 13 years.Today, Gatorade is a brand power house that command 85% of the U.S sports believe market.Gatorade is sold in 47 countries in North America,Europe,Latin America,Africa,and Asia and has become a global brand.Brand development has been a key factor in Gatorade Frost in 1997,with a " lighter,crisper"taste aimed at expanding the brand's reach beyond participants in organized sports to other usage occasions that she terms "intense sweaty situations.""We are a brand for the active thirst market,anytime anybody is hot and parched."Gatorade Frost has been racking up annual sales $200 million.The marketing Gatorade illustrates brand management in a dynamic marketplace.B rand marketing is probably one of the most important things a company who is trying to break into a market and billions of dollars could be spent to try and make this happen.Successful brand names often stems from a strong coheProper rence between what the company‟s top managem ent seek to accomplish (their strategic vision), what the company‟s employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, in turn, indicate an underperforming brand. Here is another example:In the early 2000s in North America, the Ford Motor Company made a strategic decision to brand all new or redesigned cars with names starting with "F". This aligned with the previous tradition of naming all sport utility vehicles since the Ford Explorer with the letter "E". The Toronto Star quoted an analyst who warned that changing the name of the well known Windstar to the Freestar would cause confusion and discard brand equity built up, while a marketing manager believed that a name change would highlight the new redesign. The aging Taurus, which became one of the most significant cars in American auto history would be abandoned in favor of three entirely new names, all starting with "F", the Five Hundred, Freestar and Fusion. By 2007, the Freestar was discontinued without a replacement, and Ford announced record losses. In a surprise announcement, the discarded Taurus nameplate would be re-used on an improved FiveHundred which had disappointing sales and whose nameplate was recognized by less than half of most people, but an overwhelming majority was familiar with the Taurus.Although the intention was to create a car to compete in the growing compact luxury segment, many believed the impression of it being a gussied up version of the Chevrolet Cavalier with which it shared its underpinnings severely undermined Cadillac's image. The consequent failure of the Cimarron in the marketplace coincided with numerous widely publicised troubles affecting engines installed in Cadillac's traditional full-size lines, in what is considered to be the least distinguished period in the marque's history.2.2. The brand names are intangible assets to a companyThe study of brand equity is increasingly popular as some marketing researchers have concluded that brands are one of the most valuable assets that a company has measures the total value of the brand to the brand owner, and reflects the extent of brand franchise.Brands provide a financial advantage for the brand owner.successful,established brand names,such as Gillette,Nike,Gatorade,and Nokia,have economic value.They are intangible assets.The recognition that brands assets is apparent in the decision to buy and sell brands.Foe example,Procter&Gamble bought the Hawaiian Punch brand from Del Monte in1990 for $150 million and sold it to Cadbury Schweppes in1999 for $203 million.This example illustrates that brands can increase in value when effectively managed.Brands enable a firm to achieve economies of scale by producing a brand in mass quantities and create barriers to entry for competitors who might want to introduce their own brands.A strong brand image enables a manufacture to gain leverage vis-a-vis retailers and other marketing intermediators.Firm level approaches measure the brand as a financial asset. In short, a calculation is made regarding how much the brand is worth as an intangible asset. For example, if you were to take the value of the firm, as deprived by its market capitalization - and then subtract tangible assets and "measurable" intangible assets- the residual would be thebrand equity. One high profile firm level approach is by the consulting firm Interbrand. To do its calculation, Interbrand estimates brand value on the basis of projected profits discounted to a present value. The discount rate is a subjective rate determined by Interbrand and Wall Street equity specialists and reflects the risk profile, market leadership, stability and global reach of the brand.2.3.The brand names are the arms for a company when competingBy their brand names, companies can gain widespread distribution(for example by retailers who want to sell the brand)and build customer loyalty.Good examples include Microsoft,Panasonic and Mercedes.Brands deliver higher sales and profits have the potential to work their magic on other products and helps a company enter new product categories more easily.Distributors may perceive there is less risk with a new product if it carries a familiar brand name.If a new food product carries the Their brand,it is likely that customers will buy it. Promotional launch costs(particularly advertising)are likely to be substantially lower.Through brand names,a company can create excitement,elegance,exclusiveness,and influence customers'perceptions and attitudes.For example,99 percent of the customers of Polo brand clothing have never seen nor will ever play a match of Polo,yet Ralph lauren,through the wise choice of the Polo name ,was able to endow this brand with a high-status cachet.Pizza Hut selected late 1990s to suggest ,in addition to size,an "attitude"for which New York is known.This product was the most successful in Pizza Hut's history,with 40 million consumers trying the product within three months of its introduction.The name JetBkue provides this company with a memorable name unlike any other in the airline industry.In a market economy where two or more suppliers compete for the same customers, with a similar product, then items differentiating the service offered by each provider, need to be defined. Competition is generally in the public interest and encourages providers to improve quality, work efficiently and provide products and services at lower prices.In a competitive market a single supplier will lack?market power?, since the supplier must respond to the rivalry of competitors in order to remain in business.3.The effects of brand names on consumersThe main importance of brands is that ,done well it permits a business to differentiate its products,adding extra value for consumers who value the brand,and improving profitability for the company.It is important ,therefore,to understand what brands are and why they are important.McDonald‟s sums this up nicely in the following quote emphasizing the importance of brands:“…it is not factories that make profits,but relationships with customers,and brand names with secure those relationships.”At the root of the marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes consumers respond differently to the marketing of the brand.In this chapter, the writer will discuss the effects of the brand names in product marketing in the consumers .3.1.The brand names affect the consumers' decisionsResearch shows that consumers often assign personality traits to products－traditional,romantic,rugged,sophisticated,rebellious－and choose brands that are consistent with their own or desired self－image..First,brand equity provides a competitive advantage,such as the Sunkist label that implies quality fruit and the Disney name that defines children‟s entertainment.A second advantage is that consumers are often willing to pay a higher price for a product with brand equity.Consumers may benefit most from branding.Recognizing competing products by brand names allows them to be more efficient shoppers.This research is concerned specifically with the role of one exceptional factor in strengthening the association between the brand name and consumers' reactions to advertising: the temporal placement of the brand name within television advertising. A field study of prime-time television advertising across the major national broadcast networks found that 24% of ads wait until the very end of an advertising message to reveal the brand name, and only 6% of advertisements actually present it at the very beginning of spots before the presentation of content (Centre for Integrated Marketing Communication Research Brief 2004). Creative directors interviewed felt that withholding presentation of the brand name in this manner is intentional and appropriate. As one director put it,"the offer needs to be mentioned first and then the brand." Most interviewees expressed that brand-name placement decisions are purely execution-driven, which suggests that little consideration is given to cognitive and social psychology principles of learning. If creative directors believe that there is an advantage to withholding the advertised brand's identity until the end of the spot, it begs the question, "Is there theoretical and empirical evidence to back up this practice?" We believe not. On the other hand, we believe there is evidence to supportThis paper develops and tests a conceptual model of the effects of store name, brand names and price discounts on consumers' evaluations (store image, brand quality perceptions, internal reference prices, and value perceptions) and purchase intentions. The moderating effects of consumer knowledge and prior ownership on the proposed relationships in the model are also explored. A store's perceived image is influenced by the store name and the quality of merchandise it carries. Results also indicate that internal reference price is influenced by price discounts, brand name, and a brand's perceived quality. The influence of price discounts on a brand's perceived quality was minimal. Price discounts, internal reference price, and brand's perceived quality exerted significant influence on perceived value. Perceived value and store image, in turn, positively influenced purchased intentions. High knowledge respondents are more influenced by brand name, while low knowledge respondents are more influenced by price discounts. Low knowledge consumers are also swayed by store name and brand name.From the customer's perspective,respected brands offer an assurance of consistent performance and provide a signal of whatever benefits customers seek when making purchase decisions in particular product categories.More than this,a brand is a convenient with the customer whereby the mere mention of the name triggers expectations about what the brand will deliver in terms of quality,convince status ,and other critical buying considerations.3.2.The brand names bring the consumers' awareness.Brand names are often thought of as a creation of the western advertising industry. The earliest “brands” may date back to the early days of China and Egypt. Chinese pottery made thousands of years ago bore symbols or other signs of the pottery maker,and wall paintings from ancient Egypt depict cattle being branded. These are possibly the earliest “brands” in history.How time flies. “Cadillac”, “Toyota” and “Mercede s-Benz” are all currently premium brands owned respectively by the Americans, the Japanese and the Germans, and they all take pride in what they have owned. Chinese national brands pale in comparison with those world-class brands, which is a fact we can not deny and a reality we have to face. With the advent of brands being globalized and international competition being brought to our domestic market, foreign brands are making constant efforts to penetrate into the Chinese market. Under such circumstances, a question we have to answer is: How can Chinese brands give foreign brands a run for their money?Many of our enterprises are obsessed with the idea of nudging into the international market and metropolitan areas. They are swollen-heatedly stealing the limelight. We have to realize that China has become the world‟s largest market yet to be fully developed. China has a population of 1.3 billion, accounting for 20% of the world‟s population and the growth of its consumer expenditure is faster than anywhere else in the world. It is in our domestic market, particularly in our rural market of 900 million farmers that the odds are in favor of the development of our national brands. This may account for some of the well-established international brands racking their brains over China‟s rural market.Quality is the lifeblood of a brand, and customers always prefer goods of fine quality. With product quality being wildly inconsistent, Chinese enterprises can hardly build brands in which people have faith, thus creating obstacles to the establishment of China‟s international brands. It is currently urgent for some of our national brands, those who have made up their minds to compete against foreign brands, to improve the quality of their products. Enterprises have to realize that 1% defection of a product equals 100% loss for the customer. The domination of China‟s national brands in the world can never be achieved until goods made in China are better in quality than those made abroad.3.3.The brand names creates the consumers' loyaltyConsumers'loyalty has been proclaimed by some to be the ultimate goal of marketing. In marketing, brand loyalty consists of a consumer's commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviours such as word of mouth advocacy.True consumers'loyalty implies that the consumer is willing, at least on occasion, to put aside their own desires in the interest of the brand.3.3.1.Consumers' loyaltyWhat isconsumers' loyalty?From academic say up, the brand loyalty complications abnormality, include the economics and manage to learn, the method learn, sociology, psychology and the contents of the esthetics, is consumer's long-term approbation for a brand.But say for the consumer, again simple abnormality of theconsumers'loyaltywithas for can go to" friendly" two wordses in brief to express.Kania (2001) states that marketing managers move customers through these stages when they develop a positive brand identity, brand promise, value proposition, brand associations, brand positioning, and perceived quality. When this branding effort succeeds, consumers are loyal to the brand.Consumers' loyalty is based on delivering a product or service that people wouldlike to buy and enjoy using. Ellwood (2000) argues that customer loyalty is the key tothe long-term success of a brand. Accordingly, Kotler (1996) suggests that every brandwill vary in the amount of power and value they have in the market and proposes a …brand awareness spectrum‟. This spectrum highlights four separate stages that a brand must progress through to achieve brand loyalty.Loyal customers are those that repeatedly buy a product or service from the same company. Their repeat purchases drive down marketing costs, increasing profit because the company doesn‟t have to acquire the customer for every transaction. …Customer retention is critical since it has been shown that it is up to five times less expensive to sell to a loyal customer, as it is to create a new one‟ (Palumbo F, Herbig P, 2000).These suggestions are formalised by Frederick Reicheld (1996). Reicheld proposes that brand loyalty has two important effects on a company:3.3.2.The brand names affects the consumers' loyaltyConsumers can recognize and avoid products with which they are dissatisfied,while become loyal to other,more satisfying brands. Consumers will associate the quality of the established brand name with the new product. They will be more likely to trust the new product. Consumers are rarely prepared to pay a premium for products or services that simply deliver core benefits? They are the expected elements of that justify a core price.Alternatively,the consumers may be looking for the brand to add meaning to his or her life in terms of lifestyle or personal image. There is plenty of evidence to prove that consumers will pay a substantial price premium for a good brand and remain loyal to that brand.The brand names creates the consumers' loyalty which is the positive attitude toward a specific brand that draws a customer to consistently purchase the brand when the customer needs a product in that product category. Brand preference is a strong degree of brand loyalty. Brand insistence is the stronger degree of brand loyalty.Loyal customers are those that repeatedly buy a product or service from the same company. Their repeat purchases drive down marketing costs, increasing profit because the company doesn‟t have to acquire the customer for every transaction. …Customer retention is critical since it has been shown that it is up to five times less expensive to sell to a loyal customer, as it is to create a new one.The consumers'loyalty points the degree that the satisfaction of consumer to brand combines the persistence to use that brand.The brand loyalty is to measure the consumer to change direction the possibility of compete the brand toward continuing to long for the degree the thing card, or.The brand loyalty reflected the customer to the generous character of the brand emotion, is the index sign of the consumer brand behaviour.Pass at grow on the market of brand loyalty can win the competitive advantage in market obviously. If the consumers become loyal to the brand names.,the companies can establish own reputationin" the match way" that hustle, outshine others from the competition.Win the public trust also, draw on the consumers that the generation connects the generation to purchase continuously.4.The effects of brand names on productsMuch brand is targeted at understanding the most significant and powerful attributes of a product.The marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name .A name used to identify a commercial product .Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.In this chapter, the writer will discuss the effects of the brand names in product marketing in products.4.1. The brand names are one of the figures of the productsBrands offer more than product identification and a means to distinguish their products from competitors.The new product will attract quicker customer awareness and willingness to trial or sample the product.For most companies, brands are not developed in isolation－they are part of a product group. All product have a series of core benefits－benefits that are delivered to all customers.Choosing the proper brand name-often the of an introductory marketing program-may enhance brand awareness or help to create a favor.Brand is a convenient label for describing any product of concerted marking effort.able brand image for a newly introduced product.is a distinctive sign or indicator of some kind which is used by an individual, business organization or other legal entity to identify uniquely the source of its products and/or services to consumers, and to distinguish its products or services from those of other entities. A trademark is a type of intellectual property, and typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements.It should be noted that brand names generally arise out of the use and/or registration(see below) of a name in connection only with a specific type or range of products or services. Although it may sometimes be possible to take legal action to prevent the use of a mark in relation to products or services outside this range (e.g. for passing off), this does not mean that trademark law prevents the use of that mark by the general public. A common word, phrase, or other sign can only be removed from the pblic domain to the extent that a trademark owner is able to maintain exclusive rights over that sign in relation to certain products or services, assuming there are no other trademark objections. For a case study in both concepts, see Apple Corps and its disputes with Apple, Inc.4.2 The brand names and the products are inseparableIn marketing, companies try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market.The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".It is often important therefore for research aimed at "un-covering" the salient attributes of the product according to the consumer, rather than the client, to be conducted also. In "brands", where attributes are often related to brand personality, image and brand identification related variables, these can often by uncovered by qualitative and depth interview techniques.A brand image, a concept introduced in 1955 by Burleigh B. Gardner and Sidney J. Levy, may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme.The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt todesigner clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".For example:In the early 2000s in North America, the Ford Motor Company made a strategic decision to brand all new or redesigned cars with names starting with "F". This aligned with the previous tradition of naming all sport utility vehicles since the Ford Explorer with the letter "E". The Toronto Star quoted an analyst who warned that changing the name of the well known Windstar to the Freestar would cause confusion and discard brand equity built up, while a marketing manager believed that a name change would highlight the new redesign. The aging Taurus, which became one of the most significant cars in American auto history would be abandoned in favor of three entirely new names, all starting with "F", the Five Hundred, Freestar and Fusion. By 2007, the Free star was discontinued without a replacement, and Ford announced record losses. In a surprise announcement, the discarded Taurus nameplate would be re-used on an improved Five Hundred which had disappointing sales and whose nameplate was recognized by less than half of most people, but an overwhelming majority was familiar with the Taurus.The Cadillac Cimarron is frequently cited as an example of a product causing the erosion of brand equity. Although the intention was to create a car to compete in the growing compact luxury segment, many believed the impression of it being a gussied up version of the Chevrolet Cavalier with which it shared its underpinning severely undermined Cadillac's image. The consequent failure of the Cimarron in the marketplace coincided with numerous widely publicised troubles affecting engines installed in Cadillac's traditional full-size lines, in what is considered to be the least distinguished period in the marque's history.4.3The brand names suggest advertising recall on productsChoosing the proper brand name-often the centerpiece of an introductory marketing program-may enhance brand awareness or help to create a favorable brand image for a newly introduced product. One strategy is to choose a brand name that semantically。
AAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动advocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户策划Account Services 客户部Advertise 广告主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bid [bid] 广告竞标business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象capitalism 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) 首席执行长官Chief Financial Officer(CFO ) 首席财务官client 客户Copywriter 广告撰告人Creative Department 创作部Creative Director 创意总监deceptive advertising 虚假广告department 部门design 设汁稿data 数据director 主管end-user 最终用户、实际使用者industrial advertising 工业广告institutional advertising 社团机构广告Management Supervisor 管理监督Market share 市场占有率Marketing 营销Media Department 媒介部media planning 媒体策划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业服务型广告public service advertising(PSA) 公益广告puffery 吹捧式的广告qualitative 定性的quantitative 定量的Research Department 调查部retail advertising 零售商广告Sister agency 同属同-集团的广告公司supplier 制作公司Traffic Department 流程协调部Brainstorming 头脑风暴法Campaign 广告攻势Commercial 影视广告片coupon 赠券、折价券logo 品牌标识magazine 杂志media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体) metropolitan 大都会的outdoor 户外媒体promotion 推广用品public relations(PR．) 公共关系radio 广播媒体Situation Analysis 背景分析Slogan 广告口号Television program 电视节目Website [websait] 主页，网站Drive-time 交通高峰时间So big 做大Numbers 数据Yeah 是的(对啦)A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)Code 编号debranding 品牌屏蔽测试depth 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) fatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组interview 访谈market research 市场调查mystery shopping 以购物为掩护的调查observation 观察panel 重复凋查样本群participant 参与者population 总人口，总体sample 抽样误差skew 歪曲survey 调查tabulation 统计制表boil down to 归结为hard-and-fast 明确易懂pretty much 大致上analysis 分析community relation 社区关系competitor 竞争者、对于content integration 软性广告cost effective 广告成本效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase （pop）焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、策划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动策划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最佳面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体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shelf screamers 货架插件广告物supplementary media 辅助媒体(非大众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告策划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分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seasonality 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teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法则brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 吉祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数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exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度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net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段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roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位) double truck 双页／，告(跨页)facing 一个广告牌(户外媒体单位) franchised position 专用广告位置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lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购买media buying service 媒体购买代理narrow casting 小范围播放(窄播)preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点成本cost per thousand(CPM) 每千人成本earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物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Ads（Advertisement）广告Advertorial付费软文AE（Account Executive）客户代表、客户主任Agency 代理商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Auto Industry 汽车行业Awareness 认知Background Analysis 背景分析Background material 背景材料。
