广告与促销(Belch-Advertising+n+Promotion+)8e (15)[32页]

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Unit 8-Advertising and marketing

Read the paragraphs about advertising. Decide which advertising medium each paragraph describes. 1. e 2. c 3. g 4. b Expressions Space: a period or interval of time一段时间 E.g. In the brief space of time the company went on the rocks.那家公司很快就破产了。 get across: to be comprehensible, acceptable以能被理解、接受 E.g. Your thesis wouldn't get across if you used too many technical terms in it. 如果你用了过多的专业术语,你的论文就不会被人理解。
剑桥标准商务英语教程（初级）
Business BENketing

Look at these chapter titles from a book about marketing. Match each with the correct summary on the right. 1. c Channels of distribution: 分销渠道 2. f Sales forecasting：销售预测 3. a Market research：市场调查 4. d Product life cycles：产品寿命周期 5. b Pricing：定价 6. e
Business BENCHMARK (Preliminary)
剑桥标准商务英语教程（初级）

广告行业英文术语之一

Repetition is the mother of skills 重复是技能之母
-----------Joseph Dietzgen
Co Company 公司的缩写 Co.,Ltd. Inc.
企业·市场
OA
OA是Office Automation的缩写，指办公室自动化或自动化办公。
CRM
Customer Relationship Management，即客户关系管理。CRM也是一个管理学术语，也可能是一个软件系统：指用计算机自动化分析销售、市场营销、客户服务以及应用支持等流程的软件系统。它的目标是缩减销售周期和销售成本、增加收入、寻找扩展业务所需的新的市场和渠道以及提高客户的价值、满意度、赢利性和忠实度。
Tel Tel就是英文telephone的简写，有时写作ph 。 Mobile：移动电话。
企业·市场
OEM Original Equipment Manufacturer，原始设备制造商，常说的贴牌生产；指一家厂家根据另一家厂商的要求,为其生产产品和配件,亦称为定牌生产或授权贴牌生产
FMCG Fast Moving Consumer Goods的首字母缩写，代表快速消费品，指那些使用寿命较短、消费速度较快、消费者需要不断重复购买的产品，涉及食品、饮料、化妆品、洗涤用品、电池、卫生纸等多个行业。典型的快速消费品包括日化用品、食品饮料、烟草等；药品中的非处方药(OTC)通常也可以归为此类。
CD Creative Director 创意总监
ECD 执行创意总监 GCD （创意）群总监
广告·行销
Media 媒介、媒体、传媒
NP newspaper 报纸 O/D outdoor 户外
DM 1、Direct mail 直邮 2、Direct marketing 直复营销、直效营销

Unit 1 Advertising

8.
recommend (vt.)推荐；建议，劝告；介绍
→ recommendation (n.)推荐；推荐信；建议；可取之处
9. intelligence (n.)智力，才智；情报
→ intelligent (adj.)聪明的；有才智的 10. airline (n.)航空公司
11.welfare (n.)(个体或群体的)幸福、安全和健康；福利 12.skilful/skillful (adj.)有技巧的；熟练的 13. innocent (adj.)清白的，无罪的；无恶意的；纯真的 14. grocery (n.)杂货店
15. pleased (adj.)高兴，满意；乐于(做某事)
→ pleasing/pleasant (adj.)令人愉快的；讨人喜欢的
16. mental (adj.)心理的；思想的，精神的；智力的
→ physical (adj.)物理的；身体的；物质的 17. trick (n.)骗局；玩笑，恶作剧；戏法，把戏；诀窍(vt.)欺骗，欺诈
for free, and are meant service. PSAs are often run 6. ___ to educate people 7. _____ about health, safety, or any other problem that affects public welfare. When 8. __ it comes to advertisements, we must all use our intelligence and not be a slave to them!
Unit 1 Advertising
• 重点单词： 1.
cheat (vt & vi.)欺骗；作弊(n.)骗子；欺诈行为

Advertisement English Terms

Week 1Advertisingn.广告业;登广告adj. 广告的;广告业的Advertisement 广告;宣传P9-11 different types of advertising Consumer advertising 消费者广告Business advertising 企业广告Trade advertising 贸易广告Professional advertising 媒介性广告Agriculture advertising 农业广告Local advertising 地方性广告Retail advertising 零售广告Regional advertising 区域性广告National advertising 国内广告International advertising 国际广告Print advertising 纸质广告Broadcast advertising 广播广告Out-of-home advertisingProduct advertising 产品广告Non-product advertising 非产品广告Commercial advertising 商业性广告Noncommercial advertising 非商业性广告Non-action advertising 非行动广告Action advertising 行动广告Awareness advertising 知晓广告Direct-response advertising 直接反应广告Image advertising 形象广告Regular price-line advertising 常规价格广告Public relations advertising 公关广告Industrial advertising 产业广告Institutional advertising 机构广告Direct-mail advertisingImplied consumer 预定消费者/默认消费者Actual consumer 实际消费者Sponsorial consumer 资助性消费者Week 2Informative advertising 信息式广告Persuasive advertising 劝导性广告Marketing 市场营销Classified advertisement 分类广告Editorial 社论的Advertorial 社论式广告/软文Week 3Brand 品牌Branding 品牌术Brand recognition 品牌识别Brand recall 品牌回想Brand loyalty 品牌忠诚度Brand extensionViral marketing 病毒式营销Viral advertising 病毒式广告Week 4Competitive advantage 竞争优势The Basic Model of CommunicationSource / sender 来源Encoding 编码Message 信息Channel 渠道ReceiverDecoding 解码;解读信息Feedback 回馈;反馈Noise 干扰因素Advertising Communication Model Advertising Client 广告客户Creator of adSpokesperson 代言人Autobiographical messageNarrative message 叙述式DramaPropaganda 宣传“reason-why” & “atmosphere” advertisingHard sell ad 硬性销售广告Soft sell ad 软性销售广告Brand Equity 品牌资产Subliminal advertising 潜意识广告Week 6consumer market 消费者市场business marketbuying pattern / Shopping pattern /Consumption Patterns 消费模式Trade Market 贸易市场Industrial Market 产业市场/生产者市场Professional Market 专业服务市场endorsementInstitutional Market 机构市场End-customer Advertising 终端消费者广告Week 74p theory 4p理论Product 产品Consumer goodsConvenience goodsStaple goods 稳定性商品impulse goods 冲动性产品Emergency goodsShopping goodsSpecialty goodsUnsought goodsindustrial goods 工业产品psychological pricing / odd price 心理价格Price 价格Place / Distribution 分销Promotion 宣传;推广;促销Competitive advantage 竞争优势Week 8“Megamarketing” Mix theo ryMarComMarCom MixMarCom ManagerMarketing plan 市场营销计划Week 9Personal communicationNon-personal communicationDirect Marketingmail-order houseCoupons 优惠券Cents-off coupons 减价优惠券InsertsTelemarketingonline marketingtelevision infomercials /direct-response TV marketingPersonal SellingPublic Relations 公共关系News release 新闻发布Feature story 人物故事Sponsorshipspin doctorSales Promotion 促销;减价促销Samples 样品Bonus packsSales kitsDifferentiated product / Undifferentiated product Product differentiationProspective customersWeek 10 IMC 整合营销传播Top-down Marketing 至上而下式营销Bottom-up Marketing 自下而上式营销Synergy 协力;协同Shopping pattern 购物模式Interactive media 交互式媒体;互动式媒体Tactic 战术Strategy 策略Marketing research 营销调查Advertising research 广告调查Database marketing 数据库营销Advertising agency 广告公司Qualitative studies 定性研究Quantitative Studies 定量研究Pre-testing 事前测试Post-testing 事后测试Week 11SWOT Analysis:strength, weakness, opportunity, threat franchiseAdvertising CampaignSurvey researchExperimental researchDirect observationContent analysisIn-depth interview 深度访谈Focus group 小组(焦点)讨论Primary-data 原始数据Secondary data 二手数据;二手资料Headline 广告标题Slogan广告口号;广告标语Layout 版面设计Logo 标示;标志Consumer behaviour 消费者行为Decision-making processNeed recognition: need v.s. wantInformation searchAlternatives evaluationPurchase decisionPost-purchase evaluation:Cognitive DissonanceWeek 12Culture & sub-culture 文化&亚文化Reference groupsOpinion leaders 意见领袖Attitude & opinion & beliefMotivationMasl ow’s Hierarchy of NeedsPhysiological needs 生理需求Safety needs 安全感需求Belongingness and love needs 归属感和爱需求Esteem needs 自尊需求Self-actualization needs 自我价值实现需求Week 13Advertising Strategy 广告策略Advertising Plan 广告计划Pareto principle/ 80-20 rule /law of the vital few 80-20规律Unique Selling Proposition / Point (USP)独特的销售主张Top of the mind brandTop choice brandWeek 14Creative strategy 创意策略Creative strategy statementCreative platform 创意平台Creative brief 创意纲要Creatives 创意人员Creative director 创意总监Copy 文案Copywriting“left-brain” ad“right-brain” adConstraintAdvertising appeal 广告诉求Emotional / rational appeal 情感/理性诉求Hard-sell advertising 硬性(兜售式)广告Soft-sell advertising 软性(促销式)广告Personal /social appeal 个人/社会诉求High-Involvement Products 高介入产品Celebrity endorsement 名人代言Snob appealPlay on Words 玩弄文字Plain appealBandwagon AppealScarcity appealWeek 15Advertising execution 广告执行Big idea 大创意Visuals 视觉效果Illustrator 插图画家Structure of an ad⏹The headline 广告标题⏹The subheadline 广告副标题⏹Amplification⏹Proof of the claim⏹Action to takeExecutional framework:●Animation 动画●Slice-of-life 生活片段式广告●Dramatization●Testimonial 证言式广告●Authoritative●Demonstration●Fantasy●InformativeWeek 16spokesperson = persona / source 代言人Dead-person endorsementsSyntax 文法;表述方式Format 格式TaglineClutter 广告群;广告扎堆。

促销之广告培训讲义(PPT 162页)

Chapter 14 - slide 3
一、创意小组：广告的作者与编码二、杰出广告的特点三、制定广告战略：杰出创意的关键四、创造力如何增强广告的表现力
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 14 - slide 4
Chapter 14 - slide 16
1 创意纲要的作用：指导创意小组撰写与制作广告
2 创意纲要涉及的问题：谁？为什么？是什么？在哪里？什么时候？
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 14 - slide 26
作用三：创造力有益于广告实现提示功能
例如：耐克标志\李宁标志
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 14 - slide 27
作用三：创造力有益于广告实现提示功能
Chapter 14 - slide 17
谁？——谁是潜在消费者，他们有什么个性？
为什么？——消费者是否具有广告可以针对的特殊需求和欲望？
广告主一般采用两大类诉求：理性诉求：针对消费者对产品或服务的实用性和功能性需求感性诉求：针对消费者的心理、社会或象征性需求
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
常见的做法是利用文字游戏、语言或视觉比喻酒驾广告

Advertisement广告专业术语_中英文)

广告专业术语-中英文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品牌管理顾问公司Brand Management品牌管理Brand Planning/Designing品牌策划/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商业计划Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业发展Career Planning职业计划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中国最佳公共关系案例大赛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行为准则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顾问Consumer Buying Process 顾客购买过程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成本控制Cost Management成本管理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危机管理策划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媒体刊登计划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 事件策划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激励计划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长期项目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大众媒体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 服务内容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、日常工作发生的成本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 策划阶段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公关顾问服务市场PR Consulting Practice公关顾问实务PR Consulting Service公关顾问服务PR Consulting Tools公关顾问工具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公关管理工作准则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 专业顾问Professional fee专业服务费Professional Grading专业等级Project Life Cycle项目生命周期Project Management项目管理Project Owner项目委托人Project Title项目标题Project公关项目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公关顾问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合格的项目经理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回顾、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高级顾问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）分享声音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赞助策划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 供应商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 供应商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。

Promotion

the value or worth of a product that attracts the buyer to exchange money or something of value for the product
how you will sell your products to your customers
Reminding buyers that the product may be needed in the near future Reminding buyers where to buy it
Keeping it in buyers’ minds during Maintaining its top-of-mind awareness off-seasons
Marketing & Promotion
What Is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchange that satisfy individual and organizational objectives.
Building brand preference Encouraging switching to the brand Changing buyer’s perception of product attributes
Persuading buyers to purchase now
To remind

广告单词

广告单词广告单词中文1000字以上1.商品（commodity）：指一个能够被交换的利益，包括产品和服务。

2.品牌（brand）：指为一种商品或服务创造和维持的标识和形象。

3.市场（market）：指一定范围内的消费者和交易者。

4.营销（marketing）：指通过市场调查和研究，制定产品和服务营销策略，并将产品和服务卖出去的过程。

5.促销（promotion）：指为了促进销售而采取的一系列宣传和推销的活动。

6.广告（advertisement）：指为了推销商品或服务，通过媒体向消费者传达信息的一种营销手段。

7.宣传（publicity）：指为了提高品牌知名度和美誉度，通过媒体发布品牌相关信息的一种手段。

8.媒体（media）：指传递广告、宣传、促销信息的工具，如电视、报纸、杂志、网络等。

9.口碑（word-of-mouth）：指由消费者通过口头和社交媒体等非正式渠道传播的品牌评价和推荐信息。

10.渠道（channel）：指商品或服务从生产者到消费者的销售途径。

11.市场调研（market research）：指通过设计和执行调查，研究市场需求、客户行为和竞争者策略的过程。

12.品牌定位（brand positioning）：指为了在市场中占据独特地位，为品牌赋予特定意义和价值。

13.品牌价值（brand equity）：指品牌内在价值和声誉所产生的商业价值。

14.受众（audience）：指广告传播目标人群，也称为观众或消费者。

15.创意（creativity）：指广告传播中设计和表现的艺术和创造性。

16.印象（impression）：指广告被观众看到或听到的次数，也称为广告曝光量。

17.点击率（click-through rate）：指广告在互联网上被用户点击的次数。

18.转化率（conversion rate）：指广告中的观众行为转化为实际销售或其他营销目标的比例。

19.ROI（return on investment）：指广告投资回报率，是广告花费与获得利润、销售额等相比的比率。

广告、促销及公共关系

• 促销
▪ 促销指短期的激励活动，目的是鼓励购买，或宣传一件产品、提供一种服务。
16
Sales Promotion 促销
▪ Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force.
▪ The use of sales promotions has been growing rapidly.
▪ 目标可以是最终顾客、零售商和批发商、产业顾客以及销售队伍的成员。
▪ 促销增长很快。
17
Sales Promotion
促销
• Objectives -- Consumer Promotions:
• Know the major decisions involved in developing an advertising program.
• 确定广告、促销和公共关系在整个营销组合中的作用
• 描述为使一个广告活动获得发展的首要决策
1
Objectives目标
• Learn how sales promotion campaigns are developed and implemented.
▪ Small vs. large companies
▪ Nature of advertising agencies
❖ Advantages of advertising agencies
❖ Departments
❖ Compensation
❖ Changes in agency services

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