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m獨立制作社independentproductionhouse獨立調(diào)查公司independentresearchpany機構(gòu)廣告institutionaladvertising整合營銷傳播integratedmarketingmunications互聯(lián)廣告公司interactiveagency國際廣告公司internationalagency國際媒介internationalmedia國際化架構(gòu)internationalstructure地方性廣告localadvertising地方廣告公司localagency維持期maintenancestage經(jīng)營總監(jiān)managementsupervisors差價markup媒介media媒介購買公司mediabuyingservice媒介代理費mediamission跨國公司multinationalcorporations全國性廣告主nationaladvertiser全國性廣告公司nationalagency戶外廣告outdooradvertising點point關(guān)系預(yù)備期prerelationshipstage印刷媒介printmedia印刷廠printers產(chǎn)品廣告productadvertising區(qū)域性廣告主regionaladvertiser區(qū)域性廣告公司regionalagency減價廣告saleadvertising銷售推廣部salespromotiondepartment推測性提案speculativepresentation直接費制straightfeesystem下游公司supplier終結(jié)期terminationstage交通廣告transitadvertising縱向聯(lián)合廣告verticalcooperativeadvertising網(wǎng)絡(luò)設(shè)計社Webdesignhouse廣告禮品advertisingspecialty自動取款機ATM基本巴士單位basicbus展臺Booths路牌bulletinstructure車內(nèi)尾部招貼carendposters電影貼片廣告cinemaadvertising名錄Directories8張招貼eightsheetposters電子顯示屏electronicsigns陳列品Exhibits陳列媒介exhibitivemedia全面登場fullshowing全球定位系統(tǒng)GPS車內(nèi)廣告牌insidecards100露出數(shù)100showing戶外媒介outofhomemedia車體招貼outsideposters包裝Packaging獎品Premiums產(chǎn)品安插productplacement登場Showing看板Spectaculars標(biāo)準(zhǔn)戶外廣告standardizedoutdooradvertising成品招貼stockposters優(yōu)惠贈券takeones出租車外殼taxicabexteriors終點站招貼terminalposters30張招貼架30sheetposterpanel整車牌位totalbus商業(yè)展示會tradeshows交通廣告transitadvertising車站棚廣州廣告transitshelteradvertising錄像手冊videobrochure廣告訊息advertisingmessage藝術(shù)Art藝術(shù)指導(dǎo)artdirection藝術(shù)家Artist美術(shù)總監(jiān)artdirector大創(chuàng)意bigidea頭腦風(fēng)暴法Brainstorming傳播媒介municationsmedia概念化Conceptualization方案人員Copywriter創(chuàng)意綱要creativebrief創(chuàng)意總監(jiān)creativedirector創(chuàng)意過程creativeprocess創(chuàng)意金字塔creativepyramid創(chuàng)意creative創(chuàng)造creativity感性訴求emotionalappeals控險家explorer事實型思維factbasedthinking信息性informational法官judge指定mandatories訊息戰(zhàn)略messagestrategy非文字Nonverbal產(chǎn)品概念productconcept理性訴求rationalappeals目標(biāo)受眾targetaudience技巧technical轉(zhuǎn)換性transformational價值型思維valuebasedthinking文字的verbal形象化visualization戰(zhàn)士warrior樣片animatic動畫技法animationtechniques聲頻audio利益式標(biāo)題benefitheadlines正文bodycopy粗體boldface照相制版camerareadyart表演綱要castingbrief結(jié)尾close命令式標(biāo)題mandheadlines末稿prehensivelayout/p演示demonstration設(shè)計design技巧式正文devicecopy對白/獨白式正文dialog/monologcopy旁白donut標(biāo)題headline吸引技巧hook圖標(biāo)icon插圖畫家illustrators企業(yè)形象式正文institutionalcopy整合廣告integratedmercial內(nèi)容段落interiorparagraphs斜體italic歌謠式j(luò)ingles肩題kicker布局圖layout預(yù)備段落leadinparagraph生活方式式技法lifestyletechniques標(biāo)志logotypes助記手段mnemonicdevice音樂式廣告musicalmercials音樂標(biāo)志musicallogo敘述式正文narrativecopy新聞/信息式標(biāo)題news/informationheadlines出鏡頭oncamera拼版pasteup攝影師photographers圖片說明式正文picturecaptioncopy方框圖片式布局picturewindowlayout招貼式格式posterstyleformat主持人式廣告presentermercial啟發(fā)式標(biāo)題provocativeheadlines疑問式標(biāo)題questionheadlines廣播人物radiopersonality腳本script印簽seal簽名signaturecuts生活片段sliceoflife口號slogans故事板storyboard故事板草圖storyboardroughs直截了當(dāng)式straightannouncement直接推銷式正文straightsellcopy副標(biāo)題subhead標(biāo)題句taglines證言testimonial正文text主題句themelines小樣thumbnail收尾trialclose圖形部分visuals旁白voiceover模擬校樣analogproof動畫animation合成片answerprint光圈aperture音控臺audioconsole底片baseart出血版bleeds藍線blueline照相排版術(shù)camerareadyart字符計算式charactercountmethod電影攝影師cinematographer截止期closingdate色基colorkey分色colorseparation連續(xù)調(diào)continuoustones控制室controlroom組排copycast封面紙coverpaper青、黃、紅、黑印刷CYMKprinting數(shù)字媒介digitalmedia數(shù)字校樣digitalproof數(shù)碼視頻效應(yīng)裝置DVEunits導(dǎo)演director特排字體displaytype復(fù)制帶dubs拷貝dupes電子制作electronicproduction曬版臺紙flats一套鉛字font四色印刷fourcolorproce網(wǎng)目凸版halfoneplate網(wǎng)屏halftonescreen互動電視interactiveTV任務(wù)夾jobjacket出格kerning電腦亭kiosk加空鉛leading硬性軟片linefilm線畫版lineplate實景真人liveaction外景地location制片場lot指令mandatories公共場所maaudiencevenue母帶mastertape合成樣片mixedinterlock助記手段mnemonicdevice多媒體演示multimediapresentation正色投影膠片orthographicfilm透明塑料膜overlay個人場所personalaudiencevenue平臺使用費platformlicensing后期制作階段postproductionphase開印前階段preprephase預(yù)備階段preproductionphase印刷制作經(jīng)理printproductionmanager印刷制作過程printproductionproce非公開場所privateaudiencevenue制片人producer制作階段productionphase復(fù)映復(fù)播追加酬金residualfee反差套印reverseknockout無襯線字體sansserif最低合同工資scale襯線字體serif一場session特技specialeffects插播廣告spots剝版stripping疊supers演播人員talent自動臺詞提示器teleprompter課本紙textpaper正文字體texttype合套trap字系typefamilies排印工藝typography網(wǎng)頁Webpage單詞計算式wordcountmethod工作樣片workprint書寫紙writingpaper營銷和廣告術(shù)語(中英對照)20160830 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2樓回目錄營銷和廣告術(shù)語類別營銷調(diào)研中文態(tài)度測試中心場所測試混雜測試直接提問法試驗法小組討論正試調(diào)查成見效應(yīng)深度訪問非正式/試調(diào)查查詢測試深度調(diào)查技術(shù)營銷信息系統(tǒng)營銷調(diào)查市場媒介種類媒介調(diào)查媒介細分媒介單位媒介載體產(chǎn)品訊息動機非概率抽樣觀察法事后測試事前測試初級信息投射法定性調(diào)查定量調(diào)查Englishattitudetestscentrallocationtestscluttertestsdirectquestioningexperimentalmethodfocusgroupformalresearchhaloeffectindepthinterviewinformalresearchinquirytestsintensivetechniquesmarketinginformationsystem,MISmarketingresearchmarketsmediaclassmediaresearchmediasubclassmediaunitsmediavehiclesmerchandisemessagemotivesnonprobabilitysamplesobservationmethodposttestingpretestingprimarydataprojectivetechniquesqualitativeresearchquantitativeresearch1of25營銷和廣告術(shù)語類別中文隨機概率抽樣回憶測試信度銷售測試樣本樣本單位二級信息全面調(diào)查試驗市場通用產(chǎn)品代碼總體營銷調(diào)研效度Englishrandomprobabilitysamplesrecalltestsreliabilitysalestestssamplesampleunitssecondarydatasurveytestmarketuniversalproductcodeuniversevalidity營銷策劃廣告計劃廣告戰(zhàn)略自下而上式營銷傳播媒介企業(yè)目標(biāo)創(chuàng)意組合試驗調(diào)查法整合營銷傳播顧客終身價值營銷目標(biāo)營銷計劃營銷戰(zhàn)略需求一滿足式目標(biāo)目標(biāo)/任務(wù)法銷售百分比法產(chǎn)品概念關(guān)系營銷advertisingplanadvertisingstrategybottomupmarketingmunicationsmediacorporateobjectivescreativemixempiricalresearchmethodintegratedmarketingmunicationlifetimecustomervaluemarketingobjectivesmarketingplanmarketingstrategyneedsatisfyingobjectivesobjective/taskmethodpercentageofsalesmethodproductconceptrelationshipmarketing2of25營銷和廣告術(shù)語類別中文銷售定向式目標(biāo)市場份額法/廣告份額法形勢分析利益相關(guān)者Englishsalestargetobjectivesshareofmarket/shareofvoicemethodsituationanalysisstakeholderSWOT分析（優(yōu)勢、弱勢、機遇與威脅）strength/weakness/opportunity/threatanalysis戰(zhàn)術(shù)目標(biāo)受眾營銷策劃自上