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1、你不能不知道的广告英文share withall 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 consumers mind in order to have consumers buy certain product。在消费者脑海中建立一个印象，使得消费者购买某项产品。The impression is called brand。这个印象就是品牌。So advertising i
2、s 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媒介计划Media Plan Presentation媒介计划提案Creative Produ
3、ction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行销计划Marketi
4、ng 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）服务代理商Account Service客户服务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客户服务总监（协理）Briefing简报Blue Print蓝图Advertising Strate
5、gy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-bu
6、y-analysis购买后分析Media Executive媒介执行Media Planner媒介计划人员Media Buyer媒介购买人员Media Plan媒介计划Media Objective媒介计划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
7、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 DevelopmentIdea Generation发想Rough Cut初剪带A Copy，Duble-head看片带B CopyStation Copy播出带UmatieBetacam（一种录像带的格式）One Inc
8、h 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Resea
9、rch Proposal市调计划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 Accoun
10、t 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 advertis
