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AAAAAmericaAssociationofAdvertising美国／广告代理商协会advertising广告、广告活动advocacyadvertising倡导型广告AccountExecutive客户主管Accountplanning客户策划AccountServices客户部Advertise广告主AdvertisingDepartment企业广告部agency广告代理商ArtDirector美术指导AssistantPartner董事助理bid[bid]广告竞标business-to-businessadvertising(B2Badvertising)B2B广告brandimage品牌映象capitalism资本本主义，资本运营commercialadvertising商业广告communicationprocess传播过程comparativeadvertising比较广告consumeradvertising消费品广告consumerism消费模式customer顾客ChiefExecutiveOfficer(CEO)首席执行长官ChiefFinancialOfficer(CFO)首席财务官client客户Copywriter广告撰告人CreativeDepartment创作部CreativeDirector创意总监deceptiveadvertising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industrialadvertising工业广告institutionaladvertising社团机构广告ManagementSupervisor管理监督Marketshare市场占有率Marketing营销MediaDepartment媒介部mediaplanning媒体策划media媒介nationaladvertising全国性广告noncommercialadvertising非商业广告pitch提案professionaladvertising业服务型广告publicserviceadvertising(PSA)公益广告puffery吹捧式的广告qualitative定性的quantitative定量的ResearchDepartment调查部retailadvertising零售商广告Sisteragency同属同-集团的广告公司supplier制作公司TrafficDepartment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mediabudge媒体预算mediamix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publicrelations(PR．)公共关系radio广播媒体SituationAnalysis背景分析Slogan广告口号Televisionprogram电视节目Website[websait]主页，网站Drive-time交通高峰时间Sobig做大Numbers数据Yeah是的(对啦)Apriori先验估汁(演绎法)Aposteriori实测值(归纳法)Code编号debranding品牌屏蔽测试depthInterview深度访谈deskresearch案头调研dichotomousquestion两分问题double-barreledquestion两难问题double-blind双盲测试(指实验组和对照组)fatiguebias疲劳偏差fieldwork现场调查focusgroup焦点小组interview访谈marketresearch市场调查mysteryshopping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boildownto归结为hard-and-fast明确易懂prettymuch大致上analysis分析communityrelation社区关系competitor竞争者、对于contentintegration软性广告costeffective广告成本效益creative创意governmentrelations政府关系grassrootsmarketing贴身式营销industry行业integratedmarketingcommunication整合营销传播litigation起沂，诉讼markets市场组合mediaservice媒介代理merger企业合并onlineadvertising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strategicphilanthropy策略性公益事业strategy策略、策划targetaudience目标受众webdesign网站设计digital数字化co-marketing联袂营销conference会议consulting咨询corporateidentity企业识别culture-specific文化(民族)特性demographicmarketing人口统汁特征营销directmail(DM)直邮广告directmarketing直销eventplanning活动策划exhibitionstand展台integratedbranding整合品牌传播internalcorporatecommunications企业内部沟通investorrelations股东关系nontraditional非传统的packaging包装productplacement产品涉入promotion活动psychographic心理统汁的retail零售retailspace零售市场区域salespromotion促销活动sponsorship赞助tradechannels业务渠道verticalpublications行业刊物viralmarketing传染式营销bestfaceforward展现最佳面貌speakwithOnevoice统一传播口径theedge优势toptobottom自上而下Billboard广告路牌Blowincard报刊广告插页Bulldogedition报纸的早发版Carcard[ka：ka：d]车厢广告Counteradvertising异议式、对抗式广告Displayadvertisement陈列式广告Electricspectacular霓虹灯广告Free-standinginsert非装订广告插页Houseorgan企业专刊(杂志)Insert广告插页Islanddisplay(超市内)堆头式陈列mail-orderadvertising邮购广告network电(视)台网out-of-homeadvertising家外媒体paintedbulletin手绘广告牌panel广告牌pass-alongreader传阅读者posterpanel用印刷画面拼贴的广告牌shelfscreamers货架插件广告物supplementarymedia辅助媒体(非大众传媒)vehicle广告载体countout清点，算出makeitthroughtheday过一整天pass．．．offto把……给出pass-alongreader传阅读者posterpanel用印刷四画面拼贴的广告牌shelfscreamers货架插件广告物supplementarymedia辅助媒体vehicle广告载体countto清点，算出makeitthroughtheday过一整天pass．．．offto把……给出adplanning广告策划admen广告人appeal诉求consumerbehavior消费者行为copyplatform文案大纲creativestratgy创意策略DAGMAR广告效果评估体系Daypart时段Decayconstant衰退常数hierarchy-of-effecttheory效果层级理论infomercial电视直销节日marketprofile市场状况marketsegmentation市场细分persuasionprocess劝服过程primarydemandadvertising品类诉求广告product-relatedsegmentation产品消费量细分seasonality季节性selectivedemandadvising选样性诉求(品牌)广告softsell软销，感受型广告strategicplanning战略策划teasercampaign悬念式(调味)广告攻势rule-ofthumb经验法则brandmanager品牌经理corporateadvising企业广告familybrand多品类品牌genericbrand非名牌(产品)greenadvertising绿色策略式广告imageadvertising形象广告line产品系列name-brand名牌nationalbrand全国性品牌parity同等privatebrand零售商自有品牌productdifferent产品差异productmanagement品牌管理productpositioning产品定位referencegroup参照组tagline(广告)行动口号top-the-line顶级的tradecharacter吉祥物utility好处，用途reallydosomethingwith确实能用它做些文章zccumulation受众数(特定周期内)audienceduplication重复受众branddevelopmentindex品牌成长指数categorydevelopmentindex(CDI)销量成长指数coverage覆盖率，覆盖范围cumulativecoverage累计（总）覆盖率exposure告显露次数frequency广告频次grossaudience受众总量grossimpression总印象grossratingpoints总收视点loyaltyindex忠诚度mags杂志(简写)mediaconcentrationtheory媒体集合理论mediadominancetheory媒介优势理论mediaplan媒体计划netunduplicatedaudience受众participation参与programdeliveryrate节目到达率reach到达turnover受众流失overall全部的rerunningnumbers复核---的数据archetype标准受众，原型availability空余时段back-to-back广告连播chainbreak节目提示标板circulation发行量continuity持续型排期continuousadvertising持续型广告fresh新颖的fringetime非黄金时段holdingpower节目(频道)凝聚力holdoveraudience既有观众inheritedaudience既有观众openend节日提示语广告时段piggyback同一客户广告连播primetime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staggeredschedule交错排期wavescheduling波浪式排期wearout广告磨损lnlieuOf代替buriedposition被淹没的广告位columninch栏／英寸(报纸广告单位)doubletruck双页／，告(跨页)facing一个广告牌(户外媒体单位)franchisedposit