帅哥 发表于 2009-4-18 20:41:23

广告术语

广告讯息 advertising message<BR><BR>艺术 art<BR><BR>艺术方向 art direction<BR><BR>艺术家 artist<BR><BR>美术总监 art director<BR><BR>大创意 big idea<BR><BR>头脑风暴法 brainstorming<BR><BR>传播媒介 communications media<BR><BR>概念化 conceptualization<BR><BR>方案人员 copywriter<BR><BR>创意纲要 creative brief<BR><BR>创意总监 creative director<BR><BR>创意过程 creative process<BR><BR>创意金字塔 creative pyramid<BR><BR>创意 creative<BR><BR>创造 creativity<BR><BR>感性诉求 emotional appeals<BR><BR>控险家 explorer<BR><BR>事实型思维 fact-based thinking<BR><BR>信息性 informational<BR><BR>法官 judge<BR><BR>指定 mandatories<BR><BR>讯息战略 message strategy<BR><BR>非文字 nonverbal<BR><BR>产品概念 product concept<BR><BR>理性诉求 rational appeals<BR><BR>目标受众 target audience<BR><BR>技巧 technical<BR><BR>转换性 transformational<BR><BR>价值型思维 <FONT size=+0>value</FONT>-based thinking<BR><BR>文字的 verbal<BR><BR>形象化 visualization<BR><BR>战士 warrior<BR><BR>样片 animatic<BR><BR>动画技法 animation techniques<BR><BR>声频 audio<BR><BR>艾耶1号式 Ayer No.1<BR><BR>利益式标题 benefit headlines<BR><BR>正文 body copy<BR><BR>粗体 boldface<BR><BR>照相制版 camera-ready art<BR><BR>表演纲要 casting brief<BR><BR>结尾 close<BR><BR>命令式标题 command headlines<BR><BR>末稿 comprehensive layout/comp<BR><BR>演示 demonstration<BR><BR>设计 design<BR><BR>技巧式正文 device copy<BR><BR>对白/独白式正文 dialog/monolog copy<BR><BR>旁白 donut<BR><BR>标题 headline<BR><BR>吸引技巧 hook<BR><BR>图标 icon<BR><BR>插图画家 illustrators<BR><BR>企业形象式正文 institutional copy<BR><BR>整合广告 integrated commercial<BR><BR>内容段落 interior paragraphs<BR><BR>斜体 italic<BR><BR>歌谣式 jingles<BR><BR>肩题 kicker<BR><BR>布局图 layout<BR><BR>预备段落 lead-in paragraph<BR><BR>生活方式式技法 lifestyle techniques<BR><BR>标志 logotypes<BR><BR>助记手段 mnemonic device<BR><BR>音乐式广告 musical commercials<BR><BR>音乐标志 musical logo<BR><BR>叙述式正文 narrative copy<BR><BR>新闻/信息式标题 news/information headlines<BR><BR>出镜头 on camera<BR><BR>拼版 paste up<BR><BR>摄影师 photographers<BR><BR>图片说明式正文 picture-caption copy<BR><BR>方框图片式布局 picture-window layout<BR><BR>招贴式格式 poster-style format<BR><BR>主持人式广告 presenter commercial<BR><BR>启发式标题 provocative headlines<BR><BR>疑问式标题 question headlines<BR><BR>广播人物 radio personality<BR><BR>脚本 <FONT size=+0>script</FONT><BR><BR>印签 seal<BR><BR>签名 signature cuts<BR><BR>生活片段 slice of life<BR><BR>口号 slogans<BR><BR>故事板 storyboard<BR><BR>故事板草图 storyboard roughs<BR><BR>直截了当式 straight announcement<BR><BR>直接推销式正文 straight-sell copy<BR><BR>副标题 subhead<BR><BR>标题句 taglines<BR><BR>证言 testimonial<BR><BR>正文 text<BR><BR>主题句 theme lines<BR><BR>小样 thumbnail<BR><BR>收尾 trial close<BR><BR>图形部分 visuals<BR><BR>旁白 voiceover<BR><BR>模拟校样 analog proof<BR><BR>动画 animation<BR><BR>合成片 answer print<BR><BR>光圈 aperture<BR><BR>音控台 audio console<BR><BR>底片 base art<BR><BR>出血版 bleeds<BR><BR>蓝线 blueline<BR><BR>照相排版术 camera-ready art<BR><BR>字计算式 charactr-count method<BR><BR>电影摄影师 cinematographer<BR><BR>截止期 closing date<BR><BR>色基 color key<BR><BR>分色 color separation<BR><BR>连续调 continuous tones<BR><BR>控制室 control room<BR><BR>组排 copy cast<BR><BR>封面纸 cover paper<BR><BR>青、黄、红、黑印刷 CYMK printing<BR><BR>数字媒介 digital media<BR><BR>数字校样 digital proof<BR><BR>数码视频效应装置 DVE units<BR><BR>导演 director<BR><BR>特排字体 display type<BR><BR>复制带 dubs<BR><BR>拷贝 dupes<BR><BR>电子制作 electronic production<BR><BR>晒版台纸 flats<BR><BR>一套铅字 font<BR><BR>四色印刷 four-color process<BR><BR>网目凸版 halfone plate<BR><BR>网屏 halftone screen<BR><BR>互动电视 interactive TV<BR><BR>任务夹 job jacket<BR><BR>出格 kerning<BR><BR>电脑亭 kiosk<BR><BR>加空铅 leading<BR><BR>硬性软片 line film<BR><BR>线画版 line plate<BR><BR>实景真人 live action<BR><BR>外景地 location<BR><BR>制片场 lot<BR><BR>指令 mandatories<BR><BR>公共场所 mass audience venue<BR><BR>母带 master tape<BR><BR>合成样片 mixed interlock<BR><BR>助记手段 mnemonic device<BR><BR>多媒体演示 multimedia presentation<BR><BR>正色投影胶片 orthographic film<BR><BR>透明塑料膜 overlay<BR><BR>个人场所 personal audience venue<BR><BR>平台使用费 platform licensing<BR><BR>后期制作阶段 postproduction phase<BR><BR>开印前阶段 prepress phase<BR><BR>预备阶段 preproduction phase<BR><BR>印刷制作经理 print production manager<BR><BR>印刷制作过程 print production process<BR><BR>非公开场所 private audience venue<BR><BR>制片人 producer<BR><BR>制作阶段 production phase<BR><BR>复映复播追加酬金 residual fee<BR><BR>反差套印 reverse knockout<BR><BR>无衬线字体 sans serif<BR><BR>最低合同工资 scale<BR><BR>衬线字体 serif<BR><BR>一场 session<BR><BR>特技 special effects<BR><BR>插播广告 spots<BR><BR>剥版 stripping<BR><BR>叠 supers<BR><BR>演播人员 talent<BR><BR>自动台词提示器 teleprompter<BR><BR>课本纸 text paper<BR><BR>正文字体 text type<BR><BR>合套 trap<BR><BR>字系 type families<BR><BR>排印工艺 typography<BR><BR>网页 Web page<BR><BR>单词计算式 word-count method<BR><BR>工作样片 work print<BR><BR>书写纸 writing paper<BR><BR><BR>社论式广告 advertorial<BR><BR>倡导广告 advocacy advertising<BR><BR>伏击式营销 ambush marketing<BR><BR>视听材料 audiovisual materials<BR><BR>公告牌 bulleting boards<BR><BR>社会参与 community involvement<BR><BR>企业广告 corporate advertising<BR><BR>企业识别广告 corporate identity advertising<BR><BR>危机管理 crisis management<BR><BR>娱乐 entertainment<BR><BR>展品 exhibits<BR><BR>特写 feature articles<BR><BR>内部通报 house organ<BR><BR>以货代款 in kind<BR><BR>机构广告 institutional advertising<BR><BR>游说 lobbying<BR><BR>前期市场企业广告 market prep corporate advertising<BR><BR>营销公关 marketing public relation<BR><BR>新闻简报 news/press release<BR><BR>意见抽样 opinion sampling<BR><BR>慈善行为 philanthropy<BR><BR>招贴 posters<BR><BR>传媒炒作 press agentry<BR><BR>传媒工具 press/media kit<BR><BR>公共事务 public affairs<BR><BR>公共关系户 public relations<BR><BR>公共关系广告 public relations advertising<BR><BR>宣传 publicity<BR><BR>公众 publics<BR><BR>招聘广告 recruitment advertising<BR><BR>声望经营 reputation management<BR><BR>撰写讲演稿 speechwriting<BR><BR>赞助 sponsorship<BR><BR>赛场营销 venue marketing<BR><BR>新闻通报录像 video news release <BR><BR><BR><BR><BR>广告礼品<BR>advertising specialty<BR><BR>自动取款机<BR>ATM<BR><BR>基本巴士单位<BR>basic bus<BR><BR>展台<BR>booths<BR><BR>路牌<BR>bulletin structure<BR><BR>车内尾部招贴<BR>car-end posters<BR><BR>电影贴片广告<BR>cinema advertising<BR><BR>名录<BR>directories<BR><BR>8张招贴<BR>eight-sheet posters<BR><BR>电子显示屏<BR>electronic signs<BR><BR>陈列品<BR>exhibits<BR><BR>陈列媒介<BR>exhibitive media<BR><BR>全面登场<BR>full showing<BR><BR>全球定位系统<BR>GPS<BR><BR>车内广告牌<BR>inside cards<BR><BR>100露出数<BR>100showing<BR><BR>户外媒介<BR>out-of-home media<BR><BR>车体招贴<BR>outside posters<BR><BR>包装<BR>packaging<BR><BR>奖品<BR>premiums<BR><BR>产品安插<BR>product placement<BR><BR>登场<BR>showing<BR><BR>看板<BR>spectaculars<BR><BR>标准户外广告<BR>standardized outdoor advertising<BR><BR>成品招贴<BR>stock posters<BR><BR>优惠赠券<BR>take-ones<BR><BR>出租车外壳<BR>taxicab exteriors<BR><BR>终点站招贴<BR>terminal posters<BR><BR>30张招贴架<BR>30-sheet poster panel<BR><BR>整车牌位<BR>total bus<BR><BR>商业展示会<BR>trade shows<BR><BR>交通广告<BR>transit advertising<BR><BR>车站棚广州广告<BR>transit shelter advertising<BR><BR>录像手册<BR>video brochure <BR><BR><BR><BR><BR><BR>广告印象<BR>advertising impression<BR><BR>广告反应曲线<BR>advertising response curve<BR><BR>注意度<BR>attention <FONT size=+0>value</FONT><BR><BR>受众<BR>audience<BR><BR>受众目标<BR>audience objectives<BR><BR>间歇式排期<BR>blinking<BR><BR>品牌开发指数<BR>brand development index<BR><BR>集中式<BR>bursting<BR><BR>品种开发指数<BR>category development index<BR><BR>发行量<BR>circulation<BR><BR>持续性<BR>continuity<BR><BR>持续式<BR>continuous schedule<BR><BR>成本效益<BR>cost efficiency<BR><BR>单位成本<BR>cost per point<BR><BR>千人成本<BR>cost per thousand<BR><BR>创意组合<BR>creative mix<BR><BR>分布目标<BR>distribution objectives<BR><BR>有效频次<BR>effective frequency<BR><BR>有效到达率<BR>effective reach<BR><BR>暴露值<BR>exposure <FONT size=+0>value</FONT><BR><BR>市场、资金、媒介、组合、方法<BR>5Ms<BR><BR>起伏式<BR>flighting schedule<BR><BR>频次<BR>frequency<BR><BR>总印象<BR>gross impressions<BR><BR>毛评点<BR>gross rating points<BR><BR>市场<BR>markets<BR><BR>组合<BR>mechanics<BR><BR>媒介<BR>media<BR><BR>媒介策划<BR>media planning<BR><BR>媒介载体<BR>media vehicles<BR><BR>讯息力度<BR>message weight<BR><BR>方法<BR>methodology<BR><BR>组合媒介法<BR>mixed-media approach<BR><BR>资金<BR>money<BR><BR>驱动值<BR>motivation <FONT size=+0>value</FONT><BR><BR>看见机会<BR>opportunity to see<BR><BR>脉冲式<BR>pulsing schedule<BR><BR>视听率<BR>rating<BR><BR>到达率<BR>reach<BR><BR>每册读者数<BR>readers per copy<BR><BR>近期策划<BR>recency planning<BR><BR>路障式<BR>roadblocking<BR><BR>外溢媒介<BR>spillover media<BR><BR>增效效应<BR>synergy<BR><BR>电视户<BR>television households <BR><BR><BR><BR>发行量审核局<BR>ABC<BR><BR>出血<BR>bleed<BR><BR>批量折扣<BR>bulk discounts<BR><BR>行业杂志<BR>business magazines<BR><BR>发行量审核<BR>circulation audit<BR><BR>分类广告<BR>classified ads<BR><BR>纽约分类广告网络<BR>CANNY<BR><BR>分类图片广告<BR>classified display ads<BR><BR>截稿日期<BR>closing date<BR><BR>彩色样品纸条<BR>color strip<BR><BR>混合收费制<BR>combination rates<BR><BR>消费者杂志<BR>consumer magazines<BR><BR>合同收费制<BR>contract rate<BR><BR>赠阅发行<BR>controlled circulation<BR><BR>联合形式<BR>cooperative/co-op programs<BR><BR>千人成本<BR>CPM<BR><BR>封面日期<BR>cover date<BR><BR>封面位置<BR>cover position<BR><BR>购物杂志<BR>custom magazine<BR><BR>日报<BR>daily newspapers<BR><BR>人口版<BR>demographic editions<BR><BR>图片广告<BR>display advertising<BR><BR>实际收费<BR>earned rates<BR><BR>农业刊物<BR>farm publications<BR><BR>统一收费制度<BR>flat rate<BR><BR>香味纸条<BR>fragrance strips<BR><BR>频率折扣<BR>frequency discounts<BR><BR>黄金版位<BR>full position<BR><BR>门式折页<BR>gatefold<BR><BR>地理版<BR>geographic editions<BR><BR>基本发行量<BR>guaranteed circulation<BR><BR>横向刊物<BR>horizontal publication<BR><BR>独立购物指南<BR>independent shopping guide<BR><BR>插页<BR>insert<BR><BR>加插刊登通知<BR>insertion order<BR><BR>岛形半版<BR>island halves<BR><BR>小单元<BR>junior unit<BR><BR>地方城市杂志<BR>local city magazine<BR><BR>杂志出版人协会<BR>MPA<BR><BR>媒介采购员<BR>media buyer<BR><BR>媒介标尺调查有限公司<BR>MRI<BR><BR>全国性杂志<BR>national magazines<BR><BR>全国性价格<BR>national rate<BR><BR>美国报业协会<BR>NAA<BR><BR>报纸版面库<BR>NSB<BR><BR>上市日期<BR>on-sale date<BR><BR>公开收费制度<BR>open rate<BR><BR>订阅发行<BR>paid circulation<BR><BR>自动弹启式广告<BR>pop-up ad.<BR><BR>自选版位费<BR>preferred-position rates<BR><BR>预印广告插页<BR>preprinted inserts<BR><BR>初级发行量<BR>primary circulation<BR><BR>清样<BR>proof copy<BR><BR>公告<BR>public notice<BR><BR>费率基准<BR>rate base<BR><BR>价目表<BR>rate card<BR><BR>阅读告示<BR>reading notice<BR><BR>地区性刊物<BR>regional publications<BR><BR>任意版位费制<BR>ROP advertising rates<BR><BR>二级读者量<BR>secondary/pass-along readership<BR><BR>欠资收费制<BR>short rate<BR><BR>赛蒙斯市场调查局<BR>SMRB<BR><BR>多胞胎版<BR>split runs<BR><BR>标准广告单位<BR>SAU<BR><BR>标准收费与数据服务公司<BR>SRDS<BR><BR>标准型报纸<BR>standard-size newspaper<BR><BR>周日增刊<BR>Sunday supplement<BR><BR>小报型报纸<BR>tabloid newspaper<BR><BR>撕样<BR>tear sheets<BR><BR>三维广告<BR>3-D ads<BR><BR>纵向刊物<BR>vertical publication<BR><BR>数量折扣<BR>volume discounts<BR><BR>周报<BR>weekly newspapers <BR><BR><BR><BR><BR>广告津贴<BR>advertising allowance<BR><BR>回购津贴<BR>buyback allowance<BR><BR>目录<BR>catalog<BR><BR>减价促销<BR>cents-off promotion<BR><BR>套装赠送<BR>combination offer<BR><BR>公司大会与经销商聚会<BR>company conventions &amp; dealer meetings<BR><BR>消费者销售推广<BR>consumer sales promotion<BR><BR>竞赛<BR>contest<BR><BR>联合广告<BR>cooperative/co-op advertising<BR><BR>优惠券<BR>coupons<BR><BR>顾客终身价值<BR>customer lifetime <FONT size=+0>value</FONT><BR><BR>数据进入<BR>data access<BR><BR>数据管理<BR>data management<BR><BR>数据库<BR>database<BR><BR>数据库营销<BR>database marketing<BR><BR>直接营销<BR>direct marketing<BR><BR>直接反应广告<BR>direct-response advertising<BR><BR>直接销售战略<BR>direct-sales strategy<BR><BR>直接销售<BR>direct selling<BR><BR>陈列津贴<BR>display allowance<BR><BR>易地销售<BR>diverting<BR><BR>电子优惠券<BR>electronic coupons<BR><BR>提前购买<BR>forward buying<BR><BR>广告插页<BR>free-standing inserts<BR><BR>游戏<BR>game<BR><BR>店内样品试用<BR>in-store sampling<BR><BR>联络媒介<BR>linkage media<BR><BR>人员销售<BR>personal selling<BR><BR>售点材料<BR>point-of-purchase materials<BR><BR>什锦袋装样品<BR>polybagging<BR><BR>奖品<BR>premiums<BR><BR>拉式战略<BR>pull strategy<BR><BR>推销奖金<BR>push money/spiffs<BR><BR>推式战略<BR>push strategy<BR><BR>部分退款<BR>rebates<BR><BR>近期、频次、货币方程<BR>RFM formula<BR><BR>销售推广<BR>sales promotion<BR><BR>样品试用<BR>sampling<BR><BR>货位津贴<BR>slotting allowance<BR><BR>抽奖<BR>sweepstake<BR><BR>电话营销<BR>telemarketing<BR><BR>贸易广告<BR>trade advertising<BR><BR>贸易集中<BR>trade concentration<BR><BR>贸易折扣<BR>trade deals<BR><BR>贸易推广<BR>trade promotion <BR><BR><BR><BR><BR><BR><BR><BR>明确表示<BR>affirmative disclosure<BR><BR>美国广告联盟<BR>AAF<BR><BR>美国广告公司协会<BR>AAAA<BR><BR>全国性广告主协会<BR>ANA<BR><BR>商业促进局<BR>BBB<BR><BR>停止/中止令<BR>cease-and-desist order<BR><BR>比较广告<BR>comparative advertising<BR><BR>服罪判决书<BR>consent decree<BR><BR>消费者保护团体<BR>consumer advocate<BR><BR>消费者信息网络<BR>consumer information networks<BR><BR>消费者保护主义<BR>consumerism<BR><BR>版权<BR>copyright<BR><BR>更正广告<BR>corrective advertising<BR><BR>欺骗性广告<BR>deceptive advertising<BR><BR>推荐<BR>endorsements<BR><BR>道德广告<BR>ethical advertising<BR><BR>联邦通讯委员会<BR>FCC<BR><BR>联邦贸易委员会<BR>FTC<BR><BR>食品与药品管理局<BR>FDA<BR><BR>知识产权<BR>intellectual property<BR><BR>长期宏观论<BR>long-term macro arguments<BR><BR>全国广告处<BR>NAD<BR><BR>国家广告审查局<BR>NARB<BR><BR>国家广告审查委员会<BR>NARC<BR><BR>非产品事实<BR>nonproduct facts<BR><BR>营养标识与教育法<BR>Nutritional Labeling and Education Act<BR><BR>专利<BR>patent<BR><BR>隐私权<BR>privacy rights<BR><BR>夸大<BR>puffery<BR><BR>短期操纵论<BR>short-term manipulative arguments<BR><BR>社会责任<BR>social responsibility<BR><BR>潜意识广告<BR>subliminal advertising<BR><BR>证据<BR>substantiation<BR><BR>证实<BR>testimonials<BR><BR>商标<BR>trademark<BR><BR>不正当广告<BR>unfair advertising<BR><BR>美国专利与商标署<BR>U.S.Patent and Trademark
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