【正文】 rvisor（企劃總監(jiān)）research supervisor（調(diào)查總監(jiān)）target market——目標(biāo)市場。最主要的消費(fèi)群。traffic control specialist（一般簡稱traffic）——制管人員。廣告制作的流程及時(shí)間上的控制是非常重要的一件事，制管人員即是負(fù)責(zé)推進(jìn)及監(jiān)督廣告作業(yè)中各部門是否按照計(jì)劃進(jìn)行的專員。廣告訊息advertisingmessage藝術(shù)art藝術(shù)方向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訊息戰(zhàn)略messagestrategy產(chǎn)品概念productconcept理性訴求rationalappeals目標(biāo)受眾targetaudience文字的verbal樣片animatic利益式標(biāo)題benefitheadlines正文bodycopy粗體boldface照相制版camerareadyart表演綱要castingbrief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字計(jì)算式charactrcountmethod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fourcolorprocess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massaudiencevenue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prepressphase預(yù)備階段preproductionphase印刷制作經(jīng)理printproductionmanager印刷制作過程printproductionprocess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社論式廣告advertorial倡導(dǎo)廣告advocacyadvertising伏擊式營銷ambushmarketing視聽材料audiovisualmaterials公告牌bulletingboards社會(huì)參與munityinvolvement企業(yè)廣告corporateadvertising企業(yè)識(shí)別廣告corporateidentityadvertising廣告印象advertising impression廣告反應(yīng)曲線advertising response curve注意度attention value受眾audience受眾目標(biāo)audience objectives間歇式排期blinking品牌開發(fā)指數(shù)brand development index集中式bursting品種開發(fā)指數(shù)category development index發(fā)行量circulation創(chuàng)意組合creative mix分布目標(biāo) distribution objectives有效頻次effective frequency有效到達(dá)率effective reach暴露值exposure value起伏式flighting schedule頻次frequency總印象gross impressions組合mechanics媒介media媒介策劃media planning媒介載體media vehicles訊息力度message weight組合媒介法mixedmedia approach資金money看見機(jī)會(huì) opportunity to see脈沖式pulsing schedule視聽率rating到達(dá)率reach每冊讀者數(shù)readers per copy近期策劃recency planning路障式roadblocking外溢媒介spillover media增效效應(yīng)synergy電視戶television households態(tài)度 attitude品牌興趣 brand interest品牌忠誠 brand loyalty企業(yè)市場 business markets影響中心 centers of influence有意勸服路徑 central route to persuation認(rèn)知 cognition消費(fèi)行為 consumer behavior消費(fèi)者決策過程 consumer decision