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m獨(dú)立制作社independentproductionhouse獨(dú)立調(diào)查公司independentresearchpany機(jī)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(jià)markup媒介media媒介購買公司mediabuyingservice媒介代理費(fèi)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(diǎn)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(jià)廣告saleadvertising銷售推廣部salespromotiondepartment推測性提案speculativepresentation直接費(fèi)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(jì)社Webdesignhouse廣告禮品advertisingspecialty自動(dòng)取款機(jī)ATM基本巴士單位basicbus展臺(tái)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(jiǎng)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(zèng)券takeones出租車外殼taxicabexteriors終點(diǎn)站招貼terminalposters30張招貼架30sheetposterpanel整車牌位totalbus商業(yè)展示會(huì)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(xiǎn)家explorer事實(shí)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(jià)值型思維valuebasedthinking文字的verbal形象化visualization戰(zhàn)士warrior樣片animatic動(dòng)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(jì)design技巧式正文devicecopy對白/獨(dú)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(dòng)畫animation合成片answerprint光圈aperture音控臺(tái)audioconsole底片baseart出血版bleeds藍(lán)線blueline照相排版術(shù)camerareadyart字符計(jì)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(tái)紙flats一套鉛字font四色印刷fourcolorproce網(wǎng)目凸版halfoneplate網(wǎng)屏halftonescreen互動(dòng)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(shí)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(gè)人場所personalaudiencevenue平臺(tái)使用費(fèi)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(dòng)臺(tái)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(jì)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(yàn)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(xì)分媒介單位媒介載體產(chǎn)品訊息動(dòng)機(jī)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(jī)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(yàn)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(jì)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(yàn)調(diào)查法整合營銷傳播顧客終身價(jià)值營銷目標(biāo)營銷計(jì)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(jī)遇與威脅）strength/weakness/opportunity/threatanalysis戰(zhàn)術(shù)目標(biāo)受眾營銷策劃自上