advertising management-choosing agency2

业主手册home owners manual展览设计trade show design店铺设计kiosks视频和DVD video and dvd音乐作曲music compositions互动品牌active branding用户界面user scenarios销售中心规划与设计sales centre planning and design网站建设website发布方案launch planning客户关系管理customer realtionship management广告行业可能是世界上最会创造头衔的行业了, 许多新人, 经常迷失在一大串缩写的头衔中. 而在互动领域, 又出现了不少新的职称, 而且不同的公司可能对同样职能的一个职位有着不同的叫法.AAD [Associated Art Director] –副美术指导AAD [Associated Account Director] –副客户总监AAE [Associate Account Executive] –助理客户执行ACD [Associated Creative Director] –副(助理)创意总监AD [Art Director] –美术指导(在创作部可以独挡一面执行美术指导工作的美术监督)与CW一起讨论并执行所负责品牌的创意设想及形成; 着重从画面方面的发想创意, 并负责或监督其具体执行; 与CW一起共同确定创意的画面与文字的设计编排; 负责执行并指导电视脚本、字幕、平面稿、色稿、摄影、插画、完稿、印刷之标色、印刷成品、制作物等其它美术元素之形成及其美术质量; 创意构思需与CW讨论后呈报CGH/CD讨论并形成共识; 对设计人员及FA进行美术指导及品质控制; 与CW一起共同承当对最终作品的责任, 签认所有交付完成的作品AD [Account Director] –客户效劳总监、业务指导AE [Account Executive] –客户执行、客户效劳、客户主任预算执行者, 负责广告代理商和广告主之间的一切有关业务, 观念, 预算, 广告表现之联系. AM [Account Manager] –客户经理AP [Account Planner] –客户企划(分策略企划和业务企划两种)ASM [Area Sale Manager] –大区销售经理BD [Business Development] –业务拓展BD [Business Director] –业务总监BDE [Business Executive] –业务执行BDD [Business Development Director] –业务拓展总监、业务总监CD [Creative Director] –创意总监、创意指导(CD的前身, 不是撰稿人(Copy Base) 便是美术设计(Art Base), 因为积累了丰富的经验, 并有优异的创作成绩而成为督导) 保证并监督创意部的作品质量; 带着并指导重要品牌的创意构思及执行; 协助客户部及筹划人员开展并完成策略; 与公司管理层共同经营公司业务, 冲击更高创意水准; 负责对创意制作部成员的专业培训和指导; 协调创意制作部与其它部门之间的工作关系.CCO [Chief Creative Officer ] 首席创意官CEO [Chief Executive Officer] 首席执行官CGH [Creative Group Head] –创意组长CIO [Chief Innovation Officer] 首席创新官CW [Copywriter] –撰稿人、文案[Chair Man] –总裁[Copy Director] –文案指导[Creative Partner] 创意合伙人, 算是个较新的叫法DCS [Director of Client Service] –客户主管DECD [Deputy Executive Creative Director] 代理执行创意总监[Designer] –设计师[Director] –总监ECD [Executive Creative Director] –执行创意总监FA [Finish Artist] –完稿、画师FAGH [Finish Artist Group Head] –完稿组长[Flash Designer] – Flash设计师, 一般偏重于Motion方面, 不对程序有较多要求[Flash Developer] – Flash 开发制作员, Motion和Coding人员都可以是这个职称, 每个公司可能叫法不同GAD [Group Account Director] –客户群总监GCD [Group Creative Director] –创意群总监GECD [Group Executive Creative Director] –集团执行创意总监GH [Group Head] –创意组长GM [General Manager] –总经理GMD [General Managing Director] –总经理[Interactive/Interaction Designer] –交互设计师, 在互动公司网络广告公司一般为Flash Developer(Flash Designer), 只是叫法不同, 有偏重于Flash Motion也有偏重于Flash Coding 的MD [Media Director] –媒体指导、媒介部经理MD [Managing Director] –董事总经理、总经理MP [Media Planner] –媒介筹划PM [Project Manager] –工程经理, 对内居多[Planning Director] –企划指导[Planning Supervisor] –企划总监[Research Supervisor] –调查总监SAD [Senior Art Director] –高级美术指导SAE [Senior Account Executive] –资深客户执行SCD [Senior Creative Director] –高级/资深创意总监SCW [Senior CopyWriter] –高级/资深文案SWD [Senior Web Designer] –高级/资深网页设计师[Senior Designer] –资深设计[Senior Interactive Designer] –资深交互设计师[Senior Web Designer] –资深网页设计师[Strategy Director] –策略总监[Traffic Control Specialist (简称Traffic)] –制管人员, 类似PM, 对创意VP [Vice President] –副总裁[Visualizer] –插图家、插画师、绘图员、视觉设计[Visualizer Group Head] –视觉设计组长对Studio Manager 和各创意小组负责; 带着组员着重在视觉化方面执行创意构思并为其加分; 在AD指导下, 执行并监督所负责品牌的below the line 的创意构思及形式, 包括色稿、监督摄影、插画、完稿、印刷之标色、印刷成品等其它美术元素之形成及其美术质量; 帮助执行所负责品牌的above the line 的美术设计及色稿; 每一个创意工作需与创意小组进行讨论并取得共识前方能自行交付完成; 协调本组与其它小组的工作分配与安排; 对完稿人员提供协助和指导; 检查并签认菲林、打样、制作完成物的质量.WD [Web Designer] –网页设计师一般来说:A = Account 客户, = Art 美术, = Associate 助理B = Business 业务C = Chief 首席, = Creative 创意, = Copy 文D = Director 总监/指导, = Development 拓展/开发E = Executive 执行F = Flash, =Finish 完成G = Group 组/群= General 总H = Head 头头M = Manage 经理, = Media 媒体P = President 总裁, = Planner 筹划, =Project 工程, = Production 制作S = Sr = Senior = 资深V = Vice 副, = Visualizer 视觉----------------------------------------above-the-line advertising 线上广告广告代理商能从媒介获得佣金〔代理费〕的广告，如报刊广告、播送广告、电视广告、影院广告、户外广告等。

广告行业专用英语AAdvertising广告广告活动Ads 广告物Account Executive 客户主管account 客户项目account planning 客户策划Account Services 客户部account service 客户服务Art Director美术指导advertising campaign 广告活动advertising agency 广告代理商4A ( American association of advertising agencies) 美国广告代理商协会above-the-line advertising 线上广告。

广告代理商能从媒介获得代理费的广告regulatory matters广告规章和法规agency profit management利润管理advertising department 广告部airport advertising 机场广告Appeal 诉求area sampling 区域抽样Audience 受众。

接受广告的公众，也就是广告的对象audience composition 受众构成audience share 受众份额audio-visual advertising 视听广告Audit Bureau of Circulation 销数审计局。

1914年始创于美国（简称ABC）Animation 动画advertising letter 或sales letter广告函Bbid广告竞标target market目标市场brand image品牌印象below-the-line advertising 线下广告除线上广告以外的各种广告形式。

如促销广告(sales promotion advertising)购物点广告(P.O.P advertising)，直接邮递广告(direct mail advertising)，还包括举办展览会(exhibition)和发起某项活动(sponsorship)等。

广告术语中英文对照aaa（美国广告院校协会) american academy of advertisingaaaa, 4a’s (美国广告代理商协会） american association ofadvertising agencies abc (广告发行量稽查会) audit bureau ofcirculationsama （美国市场营销协会) american marketing associationaio (行为、兴趣、观点数据库) activity, interesting， opinioniaa (国际广告协会)international advertising association pop广告point of purchasesswot分析、优劣势分析 strength， weakness， opportunity， threat 案头研究 desk research版权 copyright包装 package保存率keeping rate报价 quotation， cost estimate备忘录memo边际效用 marginal utility标题 headline标志 logo， mark草稿 rough草图 sketch插图 illustration差异性（策略) differentiation蒙太奇montage免费赠品 give away命名 naming模仿 copy模型 model， pattern目标对象target audience尼尔逊电视调查报告nielsen television index 频率frequency品牌 brand品牌策略 brand strategy 品牌个性（人格化）brand personality 品牌购买趋势brand momentum 品牌管家 brand steward品牌经理 brand manager 品牌联想 brand linkage品牌识别 brand identity 产品核心概念product concept产品名称测试name test产品效用 benefit产品形象 product image产品原型 product prototype产品原型测试prototype test产品周期 product life-cycle产品属性 product attribute陈列 display冲击力impact出口广告 export advertising创意 creative创意草图 idea sketch创意策略 creative strategy创意概念 creative concept创意提案 creative presentation 创意总监 creative director (cd) 从众 follow促销活动 promotion打样 color proof打字照排 typesetting代理商agent导演 director到达率reach到达频率 frequency第一知名度 top of mind （tom）点子 idea电话调查 telephone interview电视媒体 tv media调查员interviewer定量研究 quantitative research 定位 positioning定性研究 quality research动画 animation动机 motivation， motion动机分析 motivation analysis动机强度 motivation intension独家赞助 sponsored event独特销售理论unique selling proposition （usp) 发行量circulation 菲林，胶片 film分类广告 classified advertising分散式媒体组合assorted media mix分色 color separation分销 distribution风险知觉 perceived risk服务质量 serve quality负片 negative覆盖率coverage概念 concept概念测试 concept test感觉 sense个人收视率 personal audience rating 个性，性格 personality工作进度报告公共关系 public relations购买 purchase， buy购买后分析 post-buy—analysis购买环境 shopping environment购买决策 purchase decision购买决定因子购买率purchase rate购买模型 purchase model购买频率 purchase frequency购买者buyer购买周期 purchase period购买准备 purchase preparation关键词keyword观察法observe method广播电视网 network广播媒体 broadcast mediastatus report purchase decision factor广告 advertising （ad）广告标语 advertising slogan广告测试 advertising test广告策略 advertising strategy广告创意 advertising creative广告创作人员creator广告对象 advertising target广告概念 advertising concept广告稿效果调查 copy test广告代理商,广告公司广告管理 advertising management 广告计划 advertising plan广告监测 advertising monitor， advertising track 广告精读率attentive readership score 广告客户 client广告目标 advertising goal广告目的 advertising objective 广告牌 billboard广告认知效果advertising recognition effect 广告时代 advertising age （ad age）广告诉求 advertising appeal广告文案 advertising copy广告效果advertising effect， advertising impact 广告效果监测advertising impact track广告音乐 jingle广告占有率 share of voice广告招贴 poster广告作品 advertisement国际广告媒体international mediaadvertising agency篇二：主要广告术语中英对照aadvertising广告广告活动ads 广告物account executive 客户主管account 客户项目account planning 客户策划account services 客户部account service 客户服务art director美术指导advertising campaign 广告活动advertising agency 广告代理商4a （ american association of advertising agencies) 美国广告代理商协会above-the-line advertising 线上广告.广告代理商能从媒介获得代理费的广告regulatory matters广告规章和法规agency profit management利润管理advertising department 广告部airport advertising 机场广告appeal 诉求area sampling 区域抽样audience 受众。

国开(中央电大)专科《商务英语2》形考任务(单元自测1至8)试题及答案国开(中央电大)专科《商务英语2》形考任务(单元自测1至8)试题及答案 (电大网上形考必备资料) 说明：课程代码：04010。

适用专业及层次：电子商务、物流管理专科。

平台考试网址：http：//。

单元自测 1 试题及答案题目顺序是随机的，使用查找功能（Ctrl＋F）进行搜索 [题目]—As you know, I’m not quite familiar with how to shoponline. —It’s a piece of cake! I’ll show you how to do it. [答案]First of all, you should find a good e-commerce site. [题目]Consumers can’t digest too much information on a web page, resulting______ low rates of return. [答案] in [题目]—Great! Maybe from now on,I should try to buy goods online. —________________. [答案] Why not？Go ahead. Just give it a try. [题目]I know personal selling is also avery effective tool for building ______buyers’ confidence. [答案] up [题目]—I think we can use two or more kinds of media together in anadvertising campaign. —________________. [答案]That’s quite right. Wecan attract more people. [题目]In China, Taobao is one of _______e-commerce sites. [答案] the most popular [题目]In my opinion, the firstthing _______ is what tools we should use. (考点：不定式结构的用法) [答案] to be discussed [题目]It can be aimed _______ individuals with selectsurfing behavior. [答案] at [题目]—Morning, Daniel. Today I’d like todiscuss the promotional events of our products with you.—________________. [答案] Ok. I think we should draw up a thorough plan,first. [题目]—Uh, I think online shopping is very time-consuming.—________________. [答案]I somewhat agree with you, but not completely.二、翻译：从以下A、B、C三个选项中选出与英文最适合的中文翻译。

和advertising有关的单词：1.Advertising广告广告活动2.Ads 广告物3.Account Executive 客户主管4.account 客户项目5.account planning 客户策划6.Account Services 客户部7.account service 客户服务8.Art Director美术指导9.advertising campaign 广告活动10.advertising agency 广告代理商11.4A ( American association of advertising agencies) 美国广告代理商协会12.above-the-line advertising 线上广告.广告代理商能从媒介获得代理费的广告13.regulatory matters广告规章和法规14.agency profit management利润管理15.advertising department 广告部16.airport advertising 机场广告17.Appeal 诉求18.area sampling 区域抽样19.Audience 受众.接受广告的公众,也就是广告的对象20.audience composition 受众构成21.audience share 受众份额22.audio-visual advertising 视听广告23.Audit Bureau of Circulation 销数审计局.1914年始创于美国（简称ABC）24.Animation 动画25.advertising letter 或sales letter广告函。

CONVERSATIONBusiness IntroductionsIn the following conversation, Carol Jacobs is a senior executive from a corporate head office. She's on a business trip to the company's Asia Division office(joint venture in Beijing). David Li, the Vice-President in charge of Asian operations, greets her.David: Good morning, Carol. It's great to see you again. Did you have a good trip over?Carol: Yes, it was a good flight. I was a little tired yesterday, but I'm OK now.David: Great! If you're ready, I'd like to introduce you to some of our key personnel.Carol: Let's go……David: Carol, this is Kathy Chen, Our Financial Officer. Kathy, I'd like you to meet Carol Jacobs.Carol: I'm pleased to meet you, Kathy. You're doing a great job. The division's finances are in top shape.Kathy: Thank you, Ms Jacobs. I'm happy to meet you, too.David: And this is Ben Guo. He's in charge of Marketing. Ben, let me introduce Carol Jacobs.Ben: How do you do, Ms Jacobs?Carol: It's a pleasure to meet you, Ben. So you're the one responsible for those outstanding sales figures I've seen.Ben: Thank you. I must say I have a great staff.David: I think you'll find all of our staff is top-notch.Carol: I'm already convinced of that, from the reports I've seen. Well, I'd like to see our manufacturing operation now, if I could.David: Sure thing! Right this way ……Business CallsIn this conversation, Sally is a receptionist for a major computer hardware supplier. This particular morning, she is also filling in for a person secretary who called in sick.Sally: Good morning, ABC Computers, Sally speaking. Can I help you?Caller1: Yes, I'm Dave Michaels. I'd like to talk to Amy Winters, please.Sally: Just a moment, please. I'll transfer you.Caller1: Thank you.……Sally: Good morning, ABC Computers, Sally speaking. Can I help you?Caller2: My name is Lance Stevens. May I speak to your Customer Service manager?Sally: I'm sorry, he's in a meeting. May I take a message?Caller2: When will he be available?Sally: I don't know, sir. Would you like to leave a message?Caller: No that's OK. I'll call back.……Sally: Good morning. Ms Carling's office. What can I do for you?Caller3: This is Marlene Casper. I need to meet with Ms Carling. She knows who I am.Sally: Hold on, please. I'll check her schedule ……You can meet with Ms Carling at 10:00 tomorrow.Caller3: That'll be fine. Thank you very much.Job Descriptions & TitlesIn this conversation, some business people are meeting at a seminar. During a break for refreshments, they discuss their jobs.Dan: Hi. I'm Dan Sabel.Gail: My pleasure. I'm Gail Mirabel.Ron: And I'm Ron Southerly. Glad to meet you.Jody: My name's Jody Fowler. Good to meet you all.Dan: So what brings you to this conference? Jody: I'm a Manager in the Marketing Dept. at ABC incorporated. We're interested in the potential advertising capabilities this new technology offers.Ron: I'm a communications Engineer. My company is involved with satellite communications.Gail: I'm the CMO for Asco International. My CEO is also highly interested in the potential promotion benefits. What about you, Dan? Where do you work?Dan: I work for Damien Enterprises. I'm a Director in Sale there. I think something like this could inject new life into our sales campaigns.Jody: That seems to be a prevailing opinion here. Well, looks like the seminar's about to continue, it was a pleasure meeting you all. Maybe we can get together again over dinner.Organizational StructureLen Matheson is the owner of a small company that's rapidly expanding. He's getting advice from Mary Carlyle, a business consultant, on developing a functional organizational structure to better deal with his company's expansion.Mary: Mr. Matheson, I've studied all your reports, and your company is making excellent progress.Len: Thank you, Miss Carlyle. And please, call me Len. So, what are your recommendations for my new organizational structure?Mary: Call me Mary. First, let's start with your operation here. You should set up separate Administrative, Clerical, Back office, and Support functions. There's too much work for your personnel to wear more than one hat any more.Len: Yes, they're already overworked. But that will entail more Managerial functions, won't it?Mary: That's right, Len, and you'll need at least two new managers for separate Marketing and Product Development departments.Len: OK, Mary. What else?Mary: I think you'll need an Executive assistant to help you deal with corporateaffairs. That should do it for your headquarters here, but since your business is no longer just local, I also suggest setting up a Regional office in thesouth.Len: What about personnel there?Mary: You'll need the same basic functionality as here, on a reduced scale. Product Development is only needed at HQ for now. Your regional head can manage all functions there initially, but will probably need an assistant, also. And that's it!Len: Thanks for your advice, Mary. Looks like I'll need that assistant right away to help me set all this up!Job ResponsibilitiesJeremy White, head of Product development, has called a follow-up meeting with the heads of various departments to discuss a project that was proposed the previous month.Jeremy: Well, everyone, I had a meeting with the V.P. yesterday, and he wants to start this project ASAP. Now that the strategy has been decided, I want to know where we stand. Let's start with you, Janet.Janet: Our final analysis of the research material indicates we were right on track with our preliminary estimates. I have the report right here.Jeremy: All right. How about you, Mario?Mario: I've contacted suppliers about the equipment we'll have to purchase. There'll be no problem with getting it delivered as soon as we're ready to start. Here's the itemized price list.Jeremy: That's good. I was a little worried about the industry shortage for some of that equipment. OK, it looks like everything's set. Who will manage the project, Bob?Bob: Irene. She's been notified, and she's already delegated responsibility for the major tasks.Jeremy: Great! I'll talk to Marketing and have them prepare for selling our product. Bob, talk to QC and get them involved. That's it, then. Let's do it! Employee ContractsIn this conversation, Derrick Stone is a recently-hired employee who is due to start work soon. He's just arrived for a meeting with the company's Employee Relations Officer, Joe Farley, to sign an employee contract.Joe: How are you, Mr. Stone? I'm Joe Farley.Derrick: Pleased to meet you, Mr. Farley.Joe: Please have a seat. I know our employment officer has already given you information about your employee contract, but I'd like to go over the main details again before signing. First, you'll be getting a monthly salary, with one month paid vacation after 1 year of service. No probation is involved.Derrick: That's what I understand.Joe: You'll be covered by our medical plan while on duty. Since you'll be middle management, you're expected to be available up to 1.5hours past normal working hours. Any approved overtime over that will be paid at time and a half, which you can take as salary or time off.Derrick: Exactly my understanding.Joe: A reasonable number of sick days will be covered by the company. Any extended illness will be covered by insurance. Have you read the other terms of the contract?Derrick: Yes, I have.Joe: Do you have any questions?Derrick: Just one. I noticed an item about flex- time. Is that a possibility for me?Joe: Yes it is, but you'll have to discuss the details with your manager.Derrick: That's acceptable.Joe: Good. Now, if you'll just sign here, you can start work in 5 days.Time ManagementIn this conversation, we are in the head office of a major advertising agency. It is a high-activity / high-pressure environment. Gail Lewis, an executive secretary, is walking along with her boss, Gerry Ameson, as he goes to his next meeting.Gail: Sir, Mr. James from Editing would like your opinion on this report.Gerry: I'm too busy right now. Put it in my in-box, would you please? I'll add it to my PIM's To-Do list.Gail: Yes sir. And Sally Jones from Photography wants to discuss the Osten campaign.Gerry: Hmm, yes, that's a key issue we still have to resolve. What's my schedule like?Gail: The earliest slot available is in two days.Gerry: OK, make an appointment for a meeting with her. While you're at it, make an appointment with discuss the final d esign and the contract.Gail: According to your planner, you wanted to check on the Farley project today.Gerry: No need. The design's available. Now, where did I put the minutes for last week's meeting. Oh, there they are! Let me see the agenda for this next meeting, please.Gail: Right here, sir.Work AssignmentsIn this conversation, executives from some large companies are attending a business seminar. During a break, they discuss the advantages and disadvantages of projects in different area of the country.Dale: I really envy your milestones over the last few years, Don. In your presentation, I noticed the great results you've obtained in region D. We've had some trouble there.Don: How so?Dale: We're had problems on delivery dates for materials. Often, they're not on time. Looks like we'll have to change suppliers.Marshall: In my region, delivery is not a problem, but we're often behind schedule. If we hadn't extended the drop-dead date on a couple of projects, the situation would be even worse.Don: What's going wrong?Marshall: We think it's an employee problem. We can't seem to get a good completion status from them, so that makes it difficult to track a project. We're going to start some job training in this area soon, so that should improve matters.Don: I hope you're right. Looks like the seminar's set to on time, and I'm presenting soon, so I'll catch you gentlemen later.Job InterviewIn this conversation, Sally Fraser, a Human Resources officer for a medium-size hotel on the west coast, is interviewing Victoria Jones for a position as night manager.Sally: I see from your resume that you certainly have the educational background and work background to handle this job. In fact, you seem to be somewhat overqualified for this job. It's not as high a position as head manager of a major hotel like you had on the East coast. Why are you applying here?Victoria: From what I know, your hotel is very progressive and in a good position for expansion, and I think I can help you do that. I consider time management to be one of my key strengths. As night manager, I think I can maximize my time to ensure that night operations run at top efficiency, and at the same time help you to plan your expansion.Sally: I'm impressed with your advance knowledge of our business. Your cover letter shows that you've done your homework, and you have all the qualifications we're looking for. But I'm still a little worried that you'll leave if a higher position opens up at a more prominent hotel.Victoria: I came to the West coast for a change of pace. The night position suits my goals for the present, and I'm looking forward to the challenge of helping to make your hotel one of the key players here.Sally: I like your attitude, and it looks like you're the person for the job. The position's open two weeks from Monday. Can you start then?Victoria: No problem!PayIn this conversation, Irene, head of the Payroll Dept. in a medium-sized company, is discussing computerization of the payroll system with a payroll officer and an IT analyst.Irene: Sit down, everyone. I called you in because I just came back form a meeting with the President, and he wants us to auto mate payroll. I'd like your input.Peter: OK. First thing we'll have to know is, what's the timeframe?Irene: He wants it done by the start of the 3 rd quarter.Alan: Are there any basic changes involved?Irene: Yes. First, the pay period will change from monthly to bi-weekly. Second, there'll be no more paper paychecks. We're going direct deposit, but a pay stub will have to be printed.Alan: How will commissions and bonuses be handled?Irene: Same as today.Peter: We'll need to build a database based on employee number. Besides the items mentioned, all possible deductions will be required. We should computerize the payroll deduction forms at the same time.Irene: Agreed. Alan, sit down with Peter and tell him all the pieces that are required.Alan: We'll get on it right away.Irene: Good! By the way, speaking of bonuses, the President hinted there may be some involved if all goes well, considering the extremely tight timeframe everybody's up against.Criticism & PraiseIn this conversation, Sandra Jones, a project manager, has just arrived for a meeting with her superior, Joan Thomas. The meeting is to discuss some of the projects that Sandra is responsible for.Joan: Hi, Sandra, come on in.Sandra: Good morning, Joan.Joan: I want to congratulate you on the Arelia project. That was a job well done.Sandra: Thank you, Joan. I appreciate it. It was a very interesting project. I really enjoyed working on it.Joan: It looks like the ROI will be even better than your Ioma project, and you aced that one.Sandra Thanks again. Now that was a real exciting project.Joan: Unfortunately, I must mention that, from what I've seen so far, the Kaly project does not seem to be up to your usual standard. Is there any problem I can help with?Sandra: Not really. I'll get it back on track. I'm sorry. I think I jumped the gun on that one.Joan: I'm sure you can straighten things out. Well, keep up the good work, Sandra.Sandra: I'll do my best.Office PoliticsIn this conversation, some members of an office clique are standing around the water cooler. They are mostly gossiping about employees who don't belong to the clique.Julie: Did you see Nadia this morning? I really don't like the dress she's wearing.Sally: I know what you mean. Her clothes are never in fashion, anyway.Michael: Hey, I heard through the grapevine that Todd will probably get the new job in Marketing.Sally: I'm not surprised. He's such a brown-noser.Bill: Yeah, the only reason he's moved up so fast is by sucking up all the time.Mira: I heard that there was a little back-biting involved, too!Michael: Did you hear the latest rumor? Mario and Vanessa have the hots for each other. Someone saw them together a few days ago.Mira: No kidding! And he's still going out with Florence.Julie: keep it down. Chuck's coming. He can be a real rumor-mongerer.Chuck: Hi, everyone. What's up?Business AttireIn this conversation, two co-workers, Kara and Betty, are discussing a modification to company policy regarding the dress code.Kara: Good morning, Betty. The coffee's fresh. Would you like a cup?Betty: Sure would! Hey, have you heard about the new company policy?Kara: Yeah. We all have to wear a company uniform starting next month. I'm not sure I go for the idea.Betty: Oh, but you haven't seen it. It's a smart-looking pant suit and complementary blouse, and a pair of stylish dress shoes.Kara: Sounds interesting. Maybe it'll be OK after all. What about the men? Has the policy been changed for them, too?Betty: Not really. They already have to wear a suit and tie, anyway.Kara: Yeah, that's right. Anyway, there's one thing I heard about the new policy that I liked right away.Betty: which one is that?Kara: Casual Fridays! Then I can wear jeans and sneakers.Betty: Ha! I knew you were a non-conformist at heart!Business JargonIn this conversation, a number of employees from ABC Incorporated are having a drink after work. They are discussing an important announcement that the CEO made earlier that day.Kate: So, what did you all think about the CEO's speech this morning?Jack: Well, I think it all boils down to belt-tightening.Betty: That's my impression, too. I don't know why he didn't just come out and say it up front. Why all the bells & whistles?Donald: He' the big cheese, he's allowed.Betty: I guess. He mentioned one name I haven't heard before. Who's Joe Hendrickson, anyway?Jack: He works in Human Relations. Looks like he'll be the hatchet man for a downsizing.Kate: You know, I think this might not be such a bad thing. You gotta admit that there's a little too much fat in some departments.Donald: You're right there! I bet this opens up a can of worms with the union, though.Jack: I don't think so. The contract allows for some downsizing based on economic conditions.Betty: I think this move will beef up the company and make it much more competitive. We've dropped a bundle on non-performing activities lately. It's time to clean house.Donald: Yeah! In the final analysis, like the CEO inferred, it's better than going belly up.Kate: Cheers, everyone! Here's to ABC.。

广告英语术语如今，中国明天就要入世了，中国的广告行业也将步入国际轨道，因此，了解一些广告英语术语，或许对我们有些帮助，至少我们知道那英文说的什么........广告英语术语----综合用语 （摘录）行为广告action advertising实际消费者actual consumer广告advertising农业广告agricultural advertising作者author自传式讯息autobiographical message知晓广告awareness advertising品牌术branding工商广告business advertising企业对企业广告business-to-business advertising渠道channel辅助材料collateral materials消费者广告consumer advertising消费者consumer译码decode直接反应广告direct-response advertising戏剧式讯息drama message编码encode农场广告farm advertising反馈feedback全球性广告global advertising商品goods观点ideas形象广告image advertising预定消费者implied consumer工业时期industrial age工业化时期industrializing age国际广告international advertising地方性广告local advertising营销marketing营销传播marketing communications营销公关marketing PR媒介medium讯息message叙述式讯息narrative message全国性广告national advertising噪音noise非商业广告noncommercial advertising非产品广告nonproduct advertising人物persona人员销售personal selling后工业时期postindustrial age前工业化时期preindustrial age过程process产品product产品广告product advertising专业广告professional advertising公共关系public relations公共关系活动public relations activities公共关系广告public relations advertising 受者receiver区域性广告regional advertising常规价格广告regular price-line advertising 零售广告retail advertising销售推广sales promotion服务services信源source广告主/出资人sponsor资助性消费者sponsorial consumers目标受众target audience目标市场target market贸易广告trade advertising客户主管、客户联络Aes客户策划account planning广告代理公司advertising agency艺术指导art directors美术工作室art studios全国性广告主协会ANA品牌经理brand manager企业对企业广告公司business-to-business agency集中式广告部centralized advertising department分类广告classified advertising清仓广告clearance advertising联合广告cooperative advertising文案copy文案人员copywriters创意工作室creative boutique创意总监creative director分散式体制decentralized system部门式departmental system发展期development stage数字互联媒介digital interactive media直邮广告direct-mail advertising电子媒介electronic media手续费——代理费混合制fee-commission combination 外国媒介foreign media全面服务公司fullservice advertising agency普通消费者广告公司general consumer agency全球性卖主global marketers集团式group system横向联合广告horizontal cooperative advertising专属广告公司in-house agency奖励制incentive system独立制作社independent production house独立调查公司independent research company机构广告institutional advertising整合营销传播integrated marketing communications互联广告公司interactive agency国际广告公司international agency国际媒介international media国际化架构international structure地方性广告local advertising地方广告公司local agency维持期maintenance stage经营总监management supervisors差价markup媒介media媒介购买公司media-buying service媒介代理费media commission跨国公司multinational corporations全国性广告主national advertiser全国性广告公司national agency户外广告outdoor advertising点point关系预备期prerelationship stage印刷媒介print media印刷厂printers产品广告product advertising区域性广告主regional advertiser区域性广告公司regional agency常规价格广告regular.price-line advertising 截留费制retainer system减价广告sale advertising销售推广部sales promotion department推测性提案speculative presentation直接费制straight-fee system下游公司supplier终结期termination stage交通广告transit advertising纵向联合广告vertical cooperative advertising 网络设计社Web design house广告调查advertising research态度测试attitude tests中心场所测试central location tests混杂测试clutter tests直接提问法direct questioning试验法experimental method小组讨论focus group正试调查formal research成见效应halo effect深度访问in-depth interview非正式/试调查informal research查询测试inquiry tests深度调查技术intensive techniques营销信息系统marketing information system, MIS 营销调查marketing research市场markets媒介种类media class媒介调查media research媒介细分media subclass媒介单位media units媒介载体media vehicles产品merchandise讯息message动机motives非概率抽样nonprobability samples观察法observation method事后测试posttesting事前测试pretesting初级信息primary data投射法projective techniques定性调查qualitative research定量调查quantitative research随机概率抽样random probability samples回忆测试recall tests信度reliability销售测试sales tests样本sample样本单位sample units二级信息secondary data全面调查survey试验市场test market通用产品代码universal product code母体universe效度validity广告讯息advertising message广告计划advertising plan广告战略advertising strategy自下而上式营销bottom-up marketing传播媒介communiciations media企业目标corporate objectives创意组合creative mix试验调查法empirical research method整合营销传播integrated marketing communication 顾客终身价值lifetime customer value营销目标marketing objectives营销计划marketing plan营销战略marketing strategy需求一满足式目标need-satisfying objectives目标/任务法objective/task method销售百分比法percentage-of -sales method产品概念product concept关系营销relationship marketing销售定向式目标sales-target objectives市场份额法/广告份额法share-of-market/share-of-voice method 形势分析situation analysis利益相关者stakeholderSWOT分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threat analysis战术tacics目标受众target-audience自上而下式营销top-down marketing明确表示affirmative disclosure美国广告联盟AAF美国广告公司协会AAAA全国性广告主协会ANA商业促进局BBB停止/中止令cease-and-desist order比较广告comparative advertising服罪判决书consent decree消费者保护团体consumer advocate消费者信息网络consumer information networks消费者保护主义consumerism版权copyright更正广告corrective advertising欺骗性广告deceptive advertising推荐endorsements道德广告ethical advertising联邦通讯委员会FCC联邦贸易委员会FTC食品与药品管理局FDA知识产权intellectual property长期宏观论long-term macro arguments全国广告处NAD国家广告审查局NARB国家广告审查委员会NARC非产品事实nonproduct facts营养标识与教育法Nutritional Labeling and Education Act专利patent隐私权privacy rights夸大puffery短期操纵论short-term manipulative arguments社会责任social responsibility潜意识广告subliminal advertising证据substantiation证实testimonials商标trademark不正当广告unfair advertising美国专利与商标署U.S.Patent and Trademark Office广告津贴advertising allowance回购津贴buyback allowance目录catalog减价促销cents-off promotion套装赠送combination offer公司大会与经销商聚会company conventions & dealer meetings 消费者销售推广consumer sales promotion竞赛contest联合广告cooperative/co-op advertising优惠券coupons顾客终身价值customer lifetime value数据进入data access数据管理data management数据库database数据库营销database marketing直接营销direct marketing直接反应广告direct-response advertising 直接销售战略direct-sales strategy直接销售direct selling陈列津贴display allowance易地销售diverting电子优惠券electronic coupons提前购买forward buying广告插页free-standing inserts游戏game店内样品试用in-store sampling联络媒介linkage media人员销售personal selling售点材料point-of-purchase materials什锦袋装样品polybagging奖品premiums拉式战略pull strategy推销奖金push money/spiffs推式战略push strategy部分退款rebates近期、频次、货币方程RFM formula销售推广sales promotion样品试用sampling货位津贴slotting allowance抽奖sweepstake电话营销telemarketing贸易广告trade advertising贸易集中trade concentration贸易折扣trade deals贸易推广trade promotion发行量审核局ABC出血bleed批量折扣bulk discounts行业杂志business magazines发行量审核circulation audit分类广告classified ads纽约分类广告网络CANNY分类图片广告classified display ads截稿日期closing date彩色样品纸条color strip混合收费制combination rates消费者杂志consumer magazines合同收费制contract rate赠阅发行controlled circulation联合形式cooperative/co-op programs千人成本CPM封面日期cover date封面位置cover position购物杂志custom magazine日报daily newspapers人口版demographic editions图片广告display advertising实际收费earned rates农业刊物farm publications统一收费制度flat rate香味纸条fragrance strips频率折扣frequency discounts黄金版位full position门式折页gatefold地理版geographic editions基本发行量guaranteed circulation横向刊物horizontal publication独立购物指南independent shopping guide 插页insert加插刊登通知insertion order岛形半版island halves小单元junior unit地方城市杂志local city magazine杂志出版人协会MPA媒介采购员media buyer媒介标尺调查有限公司MRI全国性杂志national magazines全国性价格national rate美国报业协会NAA报纸版面库NSB上市日期on-sale date公开收费制度open rate订阅发行paid circulation自动弹启式广告pop-up ad.自选版位费preferred-position rates预印广告插页preprinted inserts初级发行量primary circulation清样proof copy公告public notice费率基准rate base价目表rate card阅读告示reading notice地区性刊物regional publications任意版位费制ROP advertising rates二级读者量secondary/pass-along readership 欠资收费制short rate赛蒙斯市场调查局SMRB多胞胎版split runs标准广告单位SAU标准收费与数据服务公司SRDS标准型报纸standard-size newspaper周日增刊Sunday supplement小报型报纸tabloid newspaper撕样tear sheets三维广告3-D ads纵向刊物vertical publication数量折扣volume discounts周报weekly newspapers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 frequency有效到达率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 planning媒介载体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近期策划recency planning路障式roadblocking外溢媒介spillover media增效效应synergy电视户television households广告礼品advertising specialty自动取款机ATM基本巴士单位basic bus展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising名录directories8张招贴eight-sheet posters电子显示屏electronic signs陈列品exhibits陈列媒介exhibitive media全面登场full showing全球定位系统GPS车内广告牌inside cards100露出数100showing户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums产品安插product placement登场showing看板spectaculars标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones出租车外壳taxicab exteriors终点站招贴terminal posters30张招贴架30-sheet poster panel整车牌位total bus商业展示会trade shows交通广告transit advertising车站棚广州广告transit shelter advertising录像手册video brochure社论式广告 advertorial倡导广告 advocacy advertising伏击式营销 ambush marketing视听材料 audiovisual materials公告牌 bulleting boards社会参与 community involvement企业广告 corporate advertising企业识别广告 corporate identity advertising危机管理 crisis management娱乐 entertainment展品 exhibits特写 feature articles内部通报 house organ以货代款 in kind机构广告 institutional advertising游说 lobbying前期市场企业广告 market prep corporate advertising 营销公关 marketing public relation新闻简报 news/press release意见抽样 opinion sampling慈善行为 philanthropy招贴 posters传媒炒作 press agentry传媒工具 press/media kit公共事务 public affairs公共关系户 public relations公共关系广告 public relations advertising宣传 publicity公众 publics招聘广告 recruitment advertising声望经营 reputation management撰写讲演稿 speechwriting赞助 sponsorship赛场营销 venue marketing新闻通报录像 video news release 广告讯息 advertising message艺术 art艺术方向 art direction艺术家 artist美术总监 art director大创意 big idea头脑风暴法 brainstorming传播媒介 communications media 概念化 conceptualization文案人员 copywriter创意纲要 creative brief创意总监 creative director创意过程 creative process创意金字塔 creative pyramid创意 creative创造 creativity感性诉求 emotional appeals控险家 explorer事实型思维 fact-based thinking 信息性 informational法官 judge指定 mandatories讯息战略 message strategy非文字 nonverbal产品概念 product concept理性诉求 rational appeals目标受众 target audience技巧 technical转换性 transformational价值型思维 value-based thinking 文字的 verbal形象化 visualization战士 warrior样片 animatic动画技法 animation techniques声频 audio艾耶1号式 Ayer No.1利益式标题 benefit headlines正文 body copy粗体 boldface照相制版 camera-ready art表演纲要 casting brief结尾 close命令式标题 command headlines末稿 comprehensive layout/comp演示 demonstration设计 design技巧式正文 device copy对白/独白式正文 dialog/monolog copy旁白 donut标题 headline吸引技巧 hook图标 icon插图画家 illustrators企业形象式正文 institutional copy整合广告 integrated commercial内容段落 interior paragraphs斜体 italic歌谣式 jingles肩题 kicker布局图 layout预备段落 lead-in paragraph生活方式式技法 lifestyle techniques标志 logotypes助记手段 mnemonic device音乐式广告 musical commercials音乐标志 musical logo叙述式正文 narrative copy新闻/信息式标题 news/information headlines 出镜头 on camera拼版 paste up摄影师 photographers图片说明式正文 picture-caption copy 方框图片式布局 picture-window layout 招贴式格式 poster-style format主持人式广告 presenter commercial启发式标题 provocative headlines疑问式标题 question headlines广播人物 radio personality脚本 script印签 seal签名 signature cuts生活片段 slice of life口号 slogans故事板 storyboard故事板草图 storyboard roughs直截了当式 straight announcement直接推销式正文 straight-sell copy副标题 subhead标题句 taglines证言 testimonial正文 text主题句 theme lines小样 thumbnail收尾 trial close图形部分 visuals旁白 voiceover模拟校样 analog proof动画 animation合成片 answer print光圈 aperture音控台 audio console底片 base art出血版 bleeds蓝线 blueline照相排版术 camera-ready art字计算式 charactr-count method电影摄影师 cinematographer截止期 closing date色基 color key分色 color separation连续调 continuous tones控制室 control room组排 copy cast封面纸 cover paper青、黄、红、黑印刷 CYMK printing 数字媒介 digital media数字校样 digital proof数码视频效应装置 DVE units导演 director特排字体 display type复制带 dubs拷贝 dupes电子制作 electronic production晒版台纸 flats一套铅字 font四色印刷 four-color process网目凸版 halfone plate网屏 halftone screen互动电视 interactive TV任务夹 job jacket出格 kerning电脑亭 kiosk加空铅 leading硬性软片 line film线画版 line plate实景真人 live action外景地 location制片场 lot指令 mandatories公共场所 mass audience venue母带 master tape合成样片 mixed interlock助记手段 mnemonic device多媒体演示 multimedia presentation 正色投影胶片 orthographic film透明塑料膜 overlay个人场所 personal audience venue平台使用费 platform licensing后期制作阶段 postproduction phase开印前阶段 prepress phase预备阶段 preproduction phase印刷制作经理 print production manager 印刷制作过程 print production process 非公开场所 private audience venue制片人 producer制作阶段 production phase复映复播追加酬金 residual fee反差套印 reverse knockout无衬线字体 sans serif最低合同工资 scale衬线字体 serif一场 session特技 special effects插播广告 spots剥版 stripping叠 supers演播人员 talent自动台词提示器 teleprompter课本纸 text paper正文字体 text type合套 trap字系 type families排印工艺 typography网页 Web page单词计算式 word-count method工作样片 work print书写纸 writing paper。

你不能不知道的广告英文share with all junior ad boys and girls :What You Should Know About Advertising你应该知道的广告英文知识1.What is advertising？什么是广告？Build an impression on the consumer’s mind in order to have consumers buy certain product。

在消费者脑海中建立一个印象，使得消费者购置某项产品。

The impression is called brand。

这个印象就是品牌。

So advertising is to build up the brand。

所以广告就是建立品牌。

2.How do we come out a piece of advertising 我们如何创作广告Client briefing 客户简报Research Recommendation 市场调研建议SWOT Analysis 优劣势分析Advertising Strategy 广告策略Presentation 提案Creative Development 创意发想Creative Presentation 创意提案Media Planning 媒介方案Media Plan Presentation 媒介方案提案Creative Production 创意制作Media Placement 媒介投放Advertising Tracking 广告跟踪3.The terminology of advertising 广告业的术语Advertising agency 广告代理商 Client客户Marketing行销 Market行销者Marketing Mix行销组合 Product产品Pricing订价 Promotion促销Place〔Distribution〕渠道 Marketing Objective行销目标Marketing Strategy行销策略 Marketing Programs行销活动Marketing Plan行销方案 Marketing Manager市场部经理Marketing Executive市场执行 Product Manager产品经理Brand Manager品牌经理 Brand Steward品牌管家Full Service Agency全面〔整体〕效劳代理商 Account Service客户效劳Account Executive业务执行 Account Manager业务经理Account Director业务总监 Group Account Director 客户群总监Client Service Director客户效劳总监〔协理〕Briefing简报 Blue Print蓝图Advertising Strategy广告策略 Target Audience目标对象Competitor竞争者 Consumer Promise消费者承诺Tone & Manner 语气与态度 Brand Personality品牌个性Positioning定位 Segmentation区隔Cannibalization品牌替换 Contact Report会议记录Status Report工作进度报告 Memo备忘录Cost Estimate，Production Estimate，Quotation估价Job Order工作卡 Presentation提案Revision修正 Production制作Moni-bring监看 Post-buy-analysis购置后分析Media Executive媒介执行 Media Planner媒介方案人员Media Buyer媒介购置人员 Media Plan媒介方案Media Objective媒介方案 Media Strategy媒介策略Media Placement〔Exection〕媒介投放Reach触机 Frequency频率Cue List，Transmission Schedule 投放时间表Copy Writing文案撰写 Headline标题Tag Line口号 Body Copy文案Layout构图 Positive正片Negative负片 Typeface字体Art Design艺术设计 Art Direcion艺术指导〔工作〕Storyboard脚本 Rough草稿Campaign广告运动 Campaignable Idea可延展的广告创意Tear Sheet样张 Telecast Copy样带Creative创意人员，作品 Copy Writer文案撰写Art Director艺术指导 Visualizer视觉成型Concept概念 Idea点子Concept Development Idea Generation发想Rough Cut初剪带 A Copy，Duble-head看片带B Copy Station Copy播出带Umatie Betacam 〔一种录像带的格式〕One Inch Tape一寸带 Master Copy原片Soundtrack音轨 Censorship送检带Finished Artwork完稿 Color Separation分色Color Proof打样 Photograghy摄影Ustration插画 Air Brush喷修Typesetting打字〔照排〕 Film菲林、网阳片Market Research市场调查 Consumer A & U Study消费者态度，行为调查Central Location Test定点调查 Focus Group Discussion座谈会Research Report测试报告 Top Line Report摘要报告Research Proposal市调方案 Field Work调查Brand Awareness品牌知名度 Aided Awareness提示后品牌知名度Local Currency本地货币 Hard Currency强势货币Pitch比稿 Partnership伙伴关系Hand-outs，Hard Copy 硬拷贝〔纸上的文件〕InterviewSurekeepAAAA 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 客户筹划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 比拟广告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 媒体筹划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业效劳型广告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 播送媒体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 交通顶峰时间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 广告本钱效益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、筹划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 活动筹划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 展现最正确面貌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(非群众传媒) 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 广告筹划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 战略筹划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法那么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 桔祥物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 媒体方案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 媒体购置media buying service 媒体购置代理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) 每收视点本钱cost per thousand(CPM) 每千人本钱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Benchmark测试基准BI (Behavior Identity)企业行为识别系统Bidding 竞标Bio个人简历Boilerplate公司简介〔附在新闻稿后面的关于该公司的简短介绍〕Brand Communications Strategy品牌传播战略Brand Loyalty品牌忠诚度Brand Management Commission品牌管理委员会Brand Management Consulting Firm品牌管理参谋公司Brand Management品牌管理Brand Planning/Designing品牌筹划/设计Brand Positioning Survey品牌定位调查Brand Positioning 品牌定位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Bulletin公告栏Bundle 附赠品Business E-Mail 商务电邮Business Model商业方案Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业开展Career Planning职业方案Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEO's Arrangement CEO接待Channel 渠道Chart 幻灯片中的页面China Golden Awards For Excellence in Public Relations中国最正确公共关系案例大赛China International Public Relations Congress中国国际公共关系大会CI〔Corporate Identity〕企业形象CIPRA〔China International Public 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 Database Management客户数据管理Client Oriented Strategy客户导向战略Client Relations Development System客户关系开发系统Client Relations Evaluation System客户管理评价系统Client Relations Maintenance System客户关系维护系统Client Relations Management System客户关系管理系统Client Relations Management客户管理管理Client Relations Precaution System客户管理预警系统Client Relations Supporting System客户管理支持系统Client Relations客户关系Client Satisfaction Management客户满意度管理Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准那么Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Management 传播管理Communications Regions传播地域Communications Strategy传播战略Community Relations社区关系Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Consecutive Interpretation交互式翻译Consultant参谋Consumer Buying Process 顾客购置过程Consumer Database顾客数据Consumer Orientation消费者导向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Copywriter 文案Copywriting公关文案Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Image企业形象Corporate Profile公司简介Corporate Reputation企业声誉Corporate Video 宣传片Cost Control本钱控制Cost Management本钱管理Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Management Office危机管理办公室Crisis Management Planning危机管理筹划Crisis Management Team危机管理小组Crisis Management危机管理Crisis Research危机研究Crisis Statement危机声明Customer testimonial客户证言Datasheet宣传页Decoration 现场布置〔装饰〕Demand GenerationDemo Booth 产品演示台Diagnosis诊断Director总监Distributor 分销商DM 〔Direct mailing 〕直邮Domain Name Registration 域名注册Donation捐赠EC〔East China)华东Editorial Calendar媒体刊登方案Effective Communications有效传播Employee Compensation员工薪酬Employee Relations员工关系Environment Analysis环境分析Environment Issues环境问题Ethics of the Profession 职业道德Event Management事件管理Event Planning 事件筹划Event事件、活动Executing Phase 执行阶段Execution 执行Executive President 执行总裁Fact Sheet资料〔数字或其他材料〕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Finance Management财务管理Financial Communications财经传播Flyer 宣传单页Follow-up跟进Forum 论坛GCG〔Grand China〕大中国区Glossary词汇表Government Affairs政府事务Government PR 政府公关Government Relations政府关系Govt 〔Government〕政府Graphics图形文件Greetings问候语Health Care医疗保健High Tech高科技Hospital PR 医院公关Human Resource Management人力资源管理IMC (Integrated Marketing Communications)整合营传播Implementation实施Incentive Plan鼓励方案Industry Participation行业参与Initiating Phase 初始阶段INPUTS Evaluation Tools输入级评估工具Integration Management整合管理Interactive PR 网上互动公关Internal Magazine内部期刊Internal Communications System内部传播系统Internal Communications内部传播Internal Film内部电影Internal PR 内部公关International PR国际公关Internet Communications网络传播Internet Media Communications 网媒传播Interpersonal 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Issues Management问题管理ISV 〔Individual Software Vendor〕独立软件开发商Job Evaluation绩效考核Journalist记者Key Media关键媒体Key Messages 关键信息Keynote Speaker主题演讲人Keynote Speech主题演讲LA〔Large Account〕大客户LE 〔Large Enterprise〕大客户Leadership 领导者Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Long Term Program长期工程Lucky Draw 抽奖Marcomm〔Marketing Communications〕营销传播Market Analysis Report市场分析报告Marketing Communications Mix营销传播组合Marketing Communications营销传播Marketing Strategy 市场营销战略Marketshare 市场份额Mass Media群众媒体MB〔Medium business〕中客户MC〔Master of Ceremonies〕主持人MC〔Middle China〕华中MD〔Managing Director〕董事总经理、执行董事Media Assistant媒介助理Media Analysis媒体分析Media Communications Strategy媒体传播战略Media Communications媒体传播Media Coverage 媒体覆盖率Media Director 媒介总监Media Executive媒介代表、媒介主任Media Inquiry媒体垂询Media Kit媒体资料包Media List媒体名单Media Manager媒介经理Media Monitor媒体监测Media Relations媒介关系Media Research媒体研究Media Tour媒体拜访或媒体外出巡游Media媒体Meeting Agenda会议议程Meeting Minutes 会议记录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Miscellaneous 杂费Monthly Report月报Multifunctional Task Force多职能任务小组National Standards of the PR Professional Qualification国家公共关系职业资格标准NC〔North China〕华北NE 〔Northeast China〕东北Negative Report负面报道New Product Launch新产品发布News Clipping新闻剪报News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关Norms of Excellent PR Management 卓越公共关系管理标准NW〔Northwest China〕西北Objective Diagnosis目标诊断Offering 效劳内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Marketing Communications 线上营销传播Online media网络媒体Online Roadshow 网上路演Online Survey网上调查OOP〔Out-of-Pocket〕杂费、日常工作发生的本钱Open-day Visits开放日参观Opinion Leader舆论领袖OUTCOMES Evaluation Tools输出级评估工具OUTPUTS Evaluation Tools效果级评估工具Outsourcing 外包OV〔One Voice〕一个声音Photo Library图片库Planning Phase 筹划阶段Polish文案润色POP (Point Of Purchase Advertising) 导购点广告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 Agency公关公司PR Consulting Market公关参谋效劳市场PR Consulting Practice公关参谋实务PR Consulting Service公关参谋效劳PR Consulting Tools公关参谋工具PR Directorr 公共关系总监PR Evaluation公关评估PR Event 公关活动PR Guideline公关方针PR Management Working Code公关管理工作准那么PR Manager 公共关系经理PR Procedure公关流程PR Proposal公关建议书PR Supervisor 公共关系主管Pre Event前期工作Pre-evaluation 预评估Preface前言Presentation 演示、陈述President 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Procurement Management预警管理Product Test产品评测Profession Responsibility 职业义务Professional Association 专业协会Professional Certification 职业认证Professional Consultant 专业参谋Professional fee专业效劳费Professional Grading专业等级Project Life Cycle工程生命周期Project Management工程管理Project Owner工程委托人Project Title工程标题Project公关工程Proposal公关建议书PRSA〔Public Relations Society of America〕美国公共关系协会Pubic Opinion公众舆论Public Affairs公共事务Public Relations Consulting公关参谋Public Relations Crisis公关危机Public Relations Management公关管理Public Relations公共关系Public Utility公用事业Publicity宣传Q&A问题问答Qualified Project Manager合格的工程经理Quality Control质量控制Quality Management质量管理Questionnaire调查问卷Quotation报价Real Estate房地产Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告Reputation Management 声誉管理Research Tools研究工具Reseller 经销商Retainer长期客户Review回忆、总结Risk Management风险管理Roadshow巡展、路演Rude question 不友好的问题SAE〔Senior Account Executive〕高级客户代表、高级客户主任SAM〔Senior Account Manager〕高级客户经理SB 〔Small business〕小客户SC〔South China〕华南Scope Management范畴管理Seminar研讨会Senior Consultant高级参谋Senior Media Executive高级媒介代表Senior Media Manager高级媒介经理Senior Vice President 高级副总裁Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Slogan口号Social Activities社会活动Social Responsibility社会责任Source Materials客户提供的辅助资料Souvenirs & Gifts 纪念品和礼品SOV 〔Share of Voice〕Speaking with One Voice 用一个声音说话Spokes Person Tips发言人技巧Spokesperson发言人Sponsorship Planning赞助筹划Sponsorship 赞助Strategic Consulting战略咨询Strategy Communications Systems战略传播系统Strategy 战略Success Story成功故事Summary 简介、概述Supplier 供给商Survey调查SW〔Southwest China〕西南SWOT analysis优势、劣势、机遇、威胁分析Synopsis概要总结Target Audience 目标受众Task Marketing任务营销TBD 〔To be Detail〕需更详细信息Team 小组、团队Technical Article技术文章Theme 主题Time Management管理Time Sheet时间管理表Two-way Asymmetry双向非平衡模式Two-way Communications双向传播Two-way Symmetry双向平衡模式Vendor 供给商Venue 会议地点Vertical media行业媒体VI (Visual Identity)视觉识别VIP Speech 讲话稿Virtual Computer虚拟主机Vision愿景Voiceshare 曝光信息份额VP〔Vice President〕副总裁VSB 〔Very small business〕特小客户、超小客户Website Construction网站建设Whitepaper白皮书Workshops工作研讨Worldwide 全球特写feature articles以货代款in kind机构广告institutional advertising前期市场企业广告market prep corporate advertising营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management 撰写讲演稿speechwriting赛场营销venue marketing新闻通报录像video news release执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience 一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位本钱CPP千人本钱CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication形象移植imagery transfer信息式广告informercial互相连接interconnect播送电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查效劳公司rating services电台指定时间run-of-station受众总数total audience总体受众方案total audience plan广告网络ad networks广告查询ad request横幅广告banner商业回邮件business reply mail分类广告Web站classified ad Web site编辑名录compiled lists立体创意直邮creative dimensional direct mailing 数字互动媒介digital interactive media直邮广告direct-mail advertising内部刊物house organs互动电视interactive TV互联网Internet互联网效劳供给商Internet service provider销售信函sales letters广告礼品advertising specialty展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising陈列媒介exhibitive media全面登场full showing车内广告牌inside cards户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones商业展示会trade shows交通广告transit advertising广告英语术语——媒介筹划用语广告印象advertising impression广告反响曲线advertising response curve注意度attention value受众audience受众目标audience objectives品牌开发指数brand development index品种开发指数category development index发行量circulation本钱效益cost efficiency单位本钱cost per point千人本钱cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value频次frequency市场markets组合mechanics 媒介media媒介筹划media planning媒介载体media vehiclesAE——Account Executive——客户代表，或客户执行。