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你不能不知道的广告英文sharewithalljunioradboysandgirls:WhatYouShouldKnowAboutAdvertising你应该知道的广告英文知识1.Whatisadvertising？什么是广告？Buildanimpressionontheconsumer’smindinordertohaveconsumersbuycertainproduct。在消费者脑海中建立一个印象，使得消费者购买某项产品。Theimpressioniscalledbrand。这个印象就是品牌。Soadvertisingistobuildupthebrand。所以广告就是建立品牌。2.Howdowecomeoutapieceofadvertising我们如何创作广告Clientbriefing客户简报ResearchRecommendation市场调研建议SWOTAnalysis优劣势分析AdvertisingStrategy广告策略Presentation提案CreativeDevelopment创意发想CreativePresentation创意提案MediaPlanning媒介计划MediaPlanPresentation媒介计划提案CreativeProduction创意制作MediaPlacement媒介投放AdvertisingTracking广告跟踪3.Theterminologyofadvertising广告业的术语Advertisingagency广告代理商Client客户Marketing行销Market行销者MarketingMix行销组合Product产品Pricing订价Promotion促销Place（Distribution）渠道MarketingObjective行销目标MarketingStrategy行销策略MarketingPrograms行销活动MarketingPlan行销计划MarketingManager市场部经理MarketingExecutive市场执行ProductManager产品经理BrandManager品牌经理BrandSteward品牌管家FullServiceAgency全面（整体）服务代理商AccountService客户服务AccountExecutive业务执行AccountManager业务经理AccountDirector业务总监GroupAccountDirector客户群总监ClientServiceDirector客户服务总监（协理）Briefing简报BluePrint蓝图AdvertisingStrategy广告策略TargetAudience目标对象Competitor竞争者ConsumerPromise消费者承诺Tone&Manner语气与态度BrandPersonality品牌个性Positioning定位Segmentation区隔Cannibalization品牌替换ContactReport会议记录StatusReport工作进度报告Memo备忘录CostEstimate，ProductionEstimate，Quotation估价JobOrder工作卡Presentation提案Revision修正Production制作Moni-bring监看Post-buy-analysis购买后分析MediaExecutive媒介执行MediaPlanner媒介计划人员MediaBuyer媒介购买人员MediaPlan媒介计划MediaObjective媒介计划MediaStrategy媒介策略MediaPlacement（Exection）媒介投放Reach触机Frequency频率CueList，TransmissionSchedule投放时间表CopyWriting文案撰写Headline标题TagLine口号BodyCopy文案Layout构图Positive正片Negative负片Typeface字体ArtDesign艺术设计ArtDirecion艺术指导（工作）Storyboard脚本Rough草稿Campaign广告运动CampaignableIdea可延展的广告创意TearSheet样张TelecastCopy样带Creative创意人员，作品CopyWriter文案撰写ArtDirector艺术指导Visualizer视觉成型Concept概念Idea点子ConceptDevelopmentIdeaGeneration发想RoughCut初剪带ACopy，Duble-head看片带BCopyStationCopy播出带UmatieBetacam（一种录像带的格式）OneInchTape一寸带MasterCopy原片Soundtrack音轨Censorship送检带FinishedArtwork完稿ColorSeparation分色ColorProof打样Photograghy摄影Ustration插画AirBrush喷修Typesetting打字（照排）Film菲林、网阳片MarketResearch市场调查ConsumerA&UStudy消费者态度，行为调查CentralLocationTest定点调查FocusGroupDiscussion座谈会ResearchReport测试报告TopLineReport摘要报告ResearchProposal市调计划FieldWork调查BrandAwareness品牌知名度AidedAwareness提示后品牌知名度LocalCurrency本地货币HardCurrency强势货币Pitch比稿Partnership伙伴关系Hand-outs，HardCopy硬拷贝（纸上的文件）InterviewSurekeepAAAAAmericaAssociationofAdvertising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