【文章內(nèi)容簡(jiǎn)介】 上analysis 分析munity relation 社區(qū)關(guān)系petitor 競(jìng)爭(zhēng)者、對(duì)于content integration 軟性廣告cost effective 廣告成本效益creative 創(chuàng)意government relations 政府關(guān)系grass roots marketing 貼身式營銷industry 行業(yè)integrated marketing munication 整合營銷傳播litigation 起沂，訴訟 markets 市場(chǎng)組合media service 媒介代理merger 企業(yè)合并online advertising 在線廣告pointofpurchase（pop）焦點(diǎn)廣告position 定位print平面廣告媒體publics 公眾群體strategic philanthropy 策略性公益事業(yè)strategy 策略、策劃target audience 目標(biāo)受眾web design 網(wǎng)站設(shè)計(jì)digital 數(shù)字化comarketing 聯(lián)袂營銷conference 會(huì)議consulting 咨詢corporate identity 企業(yè)識(shí)別culturespecific 文化(民族)特性demographic marketing 人口統(tǒng)汁特征營銷direct mail(DM)直郵廣告direct marketing 直銷event planning 活動(dòng)策劃exhibition stand 展臺(tái)integrated branding 整合品牌傳播internal corporate munications 企業(yè)內(nèi)部溝通investor relations 股東關(guān)系nontraditional 非傳統(tǒng)的packaging 包裝product placement 產(chǎn)品涉入promotion 活動(dòng)psychographic 心理統(tǒng)汁的retail 零售retail space 零售市場(chǎng)區(qū)域sales promotion 促銷活動(dòng)sponsorship 贊助trade channels 業(yè)務(wù)渠道vertical publications 行業(yè)刊物viral marketing 傳染式營銷best face forward 展現(xiàn)最佳面貌speak with One voice 統(tǒng)一傳播口徑the edge 優(yōu)勢(shì) top to bottom 自上而下Billboard 廣告路牌Blow in card 報(bào)刊廣告插頁Bulldog edition 報(bào)紙的早發(fā)版Car card [ka：ka：d] 車廂廣告Counter advertising 異議式、對(duì)抗式廣告Display advertisement 陳列式廣告Electric spectacular 霓虹燈廣告Freestanding insert 非裝訂廣告插頁House organ 企業(yè)?？?雜志)Insert 廣告插頁Island display(超市內(nèi))堆頭式陳列mailorder advertising 郵購廣告network 電(視)臺(tái)網(wǎng)outofhome advertising 家外媒體painted bulletin 手繪廣告牌panel 廣告牌passalong reader 傳閱讀者poster panel 用印刷畫 面拼貼的廣告牌shelf screamers 貨架插件廣告物supplementary media 輔助媒體(非大眾傳媒)vehicle 廣告載體count out 清點(diǎn)，算出make it through the day 過一整天pass．．．off to 把……給出passalong reader 傳閱讀者poster panel 用印刷四畫面拼貼的廣告牌shelf screamers 貨架插件廣告物supplementary media 輔助媒體vehicle 廣告載體count to 清點(diǎn)，算出make it through the day 過一整天pass．．．off to 把……給出ad planning 廣告策劃admen 廣告人appeal 訴求consumer behavior 消費(fèi)者行為copy platform 文案大綱creative stratgy 創(chuàng)意策略DAGMAR 廣告效果評(píng)估體系 Day part 時(shí)段Decay constant 衰退常數(shù)hierarchyofeffect theory 效果層級(jí)理論infomercial 電視直銷節(jié)日market profile 市場(chǎng)狀況market segmentation 市場(chǎng)細(xì)分persuasion process 勸服過程primary demand advertising 品類訴求廣告productrelated segmentation 產(chǎn)品消費(fèi)量細(xì)分seasonality 季節(jié)性selective demand advising 選樣性訴求(品牌)廣告soft sell 軟銷，感受型廣告strategic planning 戰(zhàn)略策劃teaser campaign 懸念式(調(diào)味)廣告攻勢(shì)ruleof thumb 經(jīng)驗(yàn)法則brand manager 品牌經(jīng)理corporate advising 企業(yè)廣告family brand 多品類品牌generic brand 非名牌(產(chǎn)品)green advertising 綠色策略式廣告image advertising 形象廣告line 產(chǎn)品系列namebrand 名牌national brand 全國性品牌parity 同等private brand 零售商自有品牌product different 產(chǎn)品差異product management品牌管理product positioning 產(chǎn)品定位reference group 參照組tagline(廣告)行動(dòng)口號(hào)toptheline 頂級(jí)的trade character 吉祥物utility 好處，用途really do something with 確實(shí)能用它做些文章zccumulation 受眾數(shù)(特定周期內(nèi))audience duplication 重復(fù)受眾 brand development index 品牌成長(zhǎng)指數(shù)category development index(CDI)銷量成長(zhǎng)指數(shù)coverage 覆蓋率，覆蓋范圍cumulative coverage 累計(jì)（總）覆蓋率exposure 告顯露次數(shù)frequency 廣告頻次gross audience 受眾總量gross impression 總印象gross rating points 總收視點(diǎn)loyalty index 忠誠度mags 雜志(簡(jiǎn)寫)media concentration theory 媒體集合理論media dominance theory 媒介優(yōu)勢(shì)理論media plan 媒體計(jì)劃net unduplicated audience 受眾participation 參與program delivery rate 節(jié)目到達(dá)率reach 到達(dá)turnover 受眾流失overall 全部的rerunning numbers 復(fù)核的數(shù)據(jù)archetype 標(biāo)準(zhǔn)受眾，原型availability 空余時(shí)段backtoback 廣告連播chain break 節(jié)目提示標(biāo)板circulation 發(fā)行量continuity 持續(xù)型排期continuous advertising 持續(xù)型廣告fresh 新穎的fringe time 非黃金時(shí)段holding power 節(jié)目(頻道)凝聚力holdover audience 既有觀眾inherited audience 既有觀眾open end 節(jié)日提示語廣告時(shí)段piggyback 同一客戶廣告連播prime time 黃金時(shí)報(bào)pulsing 欄柵式(或間隔式)排期roadblock 攔路廣告runofschedule(ROS)非指定時(shí)段staggered schedule 交錯(cuò)排期 wave scheduling 波浪式排期wear out 廣告磨損ln lieu Of 代替buried position 被淹沒的廣告位column inch 欄／英寸(報(bào)紙廣告單位)double truck 雙頁／，告(跨頁)facing 一個(gè)廣告牌(戶外媒體單位)franchised position 專用廣告位置insertion平面媒體廣告次數(shù)insertion order 廣告版位定購island position 獨(dú)立廣告版位lifestyle segmentation 生活形態(tài)細(xì)分local advertising 地方性廣告make good 補(bǔ)償廣告media buy 媒體購買media buying service 媒體購買代理narrow casting 小范圍播放(窄播)preferred position 首選廣告版位readership 讀者人數(shù)representative 媒體銷售代表runofpress 隨意安置的廣告版位split run 分版刊登spread[spred] 雜志跨頁card rate 廣告市價(jià)bination 套裝廣告價(jià)controlled circulation 定向發(fā)行量cost per point(CPP)每收視點(diǎn)成本cost per thousand(CPM)每千人成本earn rate 媒體折扣價(jià)flat rate 統(tǒng)一價(jià)格grid card 電波廣告刊例guaranteed circulation 承諾發(fā)行量horizontal publication 橫向出版物AA（Account Assistant）客戶助理Action Plan 行動(dòng)方案AD（Account Director）客戶總監(jiān)Add Value 附加價(jià)值A(chǔ)ds（Advertisement）廣告Advertorial付費(fèi)軟文AE（Account Executive）客戶代表、客戶主任 Agency 代理商AM（Account Manager）客戶經(jīng)理Analysis Tools分析工具Announcement 公告Annual Report年報(bào)AP(AsiaPacific)亞太區(qū)AR List 任務(wù)清單ATL(Above the Line)線上活動(dòng)Attachment附件Audience Awareness公眾認(rèn)知度Auto Industry 汽車行業(yè)Awareness 認(rèn)知Background Analysis 背景分析Background material 背景材料Benchmark測(cè)試基準(zhǔn)BI(Behavior Identity)企業(yè)行為識(shí)別系統(tǒng)Bidding 競(jìng)標(biāo)Bio個(gè)人簡(jiǎn)歷Boilerplate公司簡(jiǎn)介（附在新聞稿后面的關(guān)于該公司的簡(jiǎn)短介紹）Brand Communications Strategy品牌傳播戰(zhàn)略Brand Loyalty品牌忠誠度Brand Management Commission品牌管理委員會(huì)Brand Management Consulting Firm品牌管理顧問公司Brand Management品牌管理Brand Planning/Designing品牌策劃/設(shè)計(jì)Brand Positioning Survey品牌定位調(diào)查Brand Positioning 品牌定位Brand Promotion品牌推廣Branding Strategy品牌戰(zhàn)略Briefing Kit資料包Briefing情況介紹BTL(Below the Line)線下活動(dòng)BU（Business Unit）業(yè)務(wù)部門Bulletin公告欄Bundle 附贈(zèng)品Business EMail 商務(wù)電郵Business Model商業(yè)計(jì)劃Business Philosophy 經(jīng)營哲學(xué)Business Strategy 經(jīng)營戰(zhàn)略Campaign 公關(guān)或營銷活動(dòng)Career Development 職業(yè)發(fā)展Career Planning職業(yè)計(jì)劃Case study案例研究Category 類別 Celebration 慶典活動(dòng)CEO Reputation Management CEO聲譽(yù)管理CEO39。s Arrangement CEO接待Channel 渠道Chart 幻燈片中的頁面China Golden Awards For Excellence in Public Relations中國最佳公共關(guān)系案例大賽China International Public Relations Congress中國國際公共關(guān)系大會(huì)CI（Corporate Identity）企業(yè)形象CIPRA（China International Public Relations Association）中國國際公共關(guān)系協(xié)會(huì)CIS（Corporate Identity Sysetm）企業(yè)形象識(shí)別系統(tǒng)Client Database Management客戶數(shù)據(jù)管理Client Oriented Strategy客戶導(dǎo)向戰(zhàn)略Client Relations Deve