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stakeholder

SWOT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directories

8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 posters

30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