《广告术语中英对照》由会员分享，可在线阅读，更多相关《广告术语中英对照（75页珍藏版）》请在金锄头文库上搜索。
1、广告术语中英对照2016-08-30 18:03:29 | #1楼回目录社论式广告advertorial倡导广告advocacyadvertising伏击式营销ambushmarketing视听材料audiovisualmaterials公告牌bulletingboards社会参与communityinvolvement企业广告corporateadvertising企业识别广告corporateidentityadvertising危机管理crisismanagement娱乐entertainment展品exhibits特写featurearticles内部通报houseorgan以货代款i
2、nkind机构广告institutionaladvertising游说lobbying前期市场企业广告marketprepcorporateadvertising营销公关marketingpublicrelation新闻简报news/prerelease意见抽样opinionsampling慈善行为philanthropy招贴posters传媒炒作preagentry传媒工具press/mediakit公共事务publicaffairs公共关系户publicrelations公共关系广告publicrelationsadvertising宣传publicity公众publics招聘广告recr
3、uitmentadvertising声望经营reputationmanagement撰写讲演稿speechwriting赞助sponsorship赛场营销venuemarketing新闻通报录像videonewsrelease执行证明书affidavitofperformance受众构成audiencecomposition受众占有率audienceshare时间表avails一刻平均听众数averagequarter-houraudience一刻平均收听率averagequarter-hourrating一刻平均占有率averagequarter-hourshare交换辛迪加bartersy
4、ndication无线电视broadcastTV有线电视cableTV单位成本CPP千人成本CPM累积听众数cumulativepersons累积收听率cumulativerating时段组合day-partmix预定市场区域designatedmarketareas班车时间drivetime首播辛迪加first-runsyndication毛评点groratingpoints开机家庭HUT形象移植imagerytransfer信息式广告informercial互相连接interconnect存货inventory地方时间localtime赔偿条件make-goods广播电视网networks
5、网外辛迪加off-networksyndication协办participationbasis占位价格preemptionrate黄金时段primetime节目式广告PLA节目收率视programrating节止编排形式programmingformats视听率调查服务公司ratingservices电台指定时间run-of-station赞助sponsorship点播广播spotannouncement点播广播spotradio受众总数totalaudience总体受众计划totalaudienceplan电视家庭TVHH特高频UHF甚高频VHF广告网络adnetworks广告查询adreq
6、uest横幅广告banner阔幅说明书broadsides手册brochures商业回邮件businereplymail按钮button有线调制解调器cable-modem目录catalogs光驱CD-ROM分类广告Web站classifiedadWebsite点击率clickrate点进率click-throughs编辑名录compiledlists小甜饼cookies立体创意直邮creativedimensionaldirectmailing数字互动媒介digitalinteractivemedia直接电脑DirectPC直邮广告direct-mailadvertising折页folder
7、s主页homepages专属名录houselists内部刊物houseorgans互动电视interactiveTV互联网Internet互联网服务供应商Internetserviceprovider插播广告interstitial关键词keyword电脑亭kiosk信件公司lettershop名录经纪人listbroker邮件反应名录mail-responselists明信片postcards推播技术pushtechnology销售信函salesletters搜索引擎searchengines邮简self-mailers赞助sponsorship公告书statementstuffersWeb
8、浏览器Webbrowser网页WebpageWeb电视WebTV万维网WorldWideWeb广告调查advertisingresearch态度测试attitudetests中心场所测试centrallocationtests混杂测试cluttertests直接提问法directquestioning试验法experimentalmethod小组讨论focusgroup正试调查formalresearch成见效应haloeffect深度访问in-depthinterview非正式/试调查informalresearch查询测试inquirytests深度调查技术intensivetechniq
9、ues营销信息系统marketinginformationsystem,MIS营销调查marketingresearch市场markets媒介种类mediaclass媒介调查mediaresearch媒介细分mediasubclass媒介单位mediaunits媒介载体mediavehicles产品merchandise讯息message动机motives非概率抽样nonprobabilitysamples观察法observationmethod事后测试posttesting事前测试pretesting初级信息primarydata投射法projectivetechniques定性调查qual
10、itativeresearch定量调查quantitativeresearch随机概率抽样randomprobabilitysamples回忆测试recalltests信度reliability销售测试salestests样本sample样本单位sampleunits二级信息secondarydata全面调查survey试验市场testmarket通用产品代码universalproductcode母体universe效度validity广告印象advertisingimpression广告反应曲线advertisingresponsecurve注意度attentionvalue受众audie
11、nce受众目标audienceobjectives间歇式排期blinking品牌开发指数branddevelopmentindex集中式bursting品种开发指数categorydevelopmentindex发行量circulation持续性continuity持续式continuousschedule成本效益costefficiency单位成本costperpoint千人成本costperthousand创意组合creativemix分布目标distributionobjectives有效频次effectivefrequency有效到达率effectivereach暴露值exposure
12、value市尝资金、媒介、组合、方法5Ms起伏式flightingschedule频次frequency总印象groimpressions毛评点groratingpoints市场markets组合mechanics媒介media媒介策划mediaplanning媒介载体mediavehicles讯息力度messageweight方法methodology组合媒介法mixed-mediaapproach资金money驱动值motivationvalue看见机会opportunitytosee脉冲式pulsingschedule视听率rating到达率reach每册读者数readerspercop
13、y近期策划recencyplanning路障式roadblocking外溢媒介spillovermedia增效效应synergy电视户televisionhouseholds发行量审核局ABC出血bleed批量折扣bulkdiscounts行业杂志businemagazines发行量审核circulationaudit分类广告classifiedads纽约分类广告网络CANNY分类图片广告classifieddisplayads截稿日期closingdate彩色样品纸条colorstrip混合收费制combinationrates消费者杂志consumermagazines合同收费制contr
14、actrate赠阅发行controlledcirculation联合形式cooperative/co-opprograms千人成本CPM封面日期coverdate封面位置coverposition购物杂志custommagazine日报dailynewspapers人口版demographiceditions图片广告displayadvertising实际收费earnedrates农业刊物farmpublications统一收费制度flatrate香味纸条fragrancestrips频率折扣frequencydiscounts黄金版位fullposition门式折页gatefold地理版ge
15、ographiceditions基本发行量guaranteedcirculation横向刊物horizontalpublication独立购物指南independentshoppingguide插页insert加插刊登通知insertionorder岛形半版islandhalves小单元juniorunit地方城市杂志localcitymagazine杂志出版人协会MPA媒介采购员mediabuyer媒介标尺调查有限公司MRI全国性杂志nationalmagazines全国性价格nationalrate美国报业协会NAA报纸版面库NSB上市日期on-saledate公开收费制度openrate订阅发行paidcirculation自动弹启式广告pop-upad.自选版位费preferred-positionrates预印广告插页prepr
