廣告行業(yè)術(shù)語(參考版)
2024-08-16 05:13本頁面
【正文】 它成立于1917年的美國圣路易斯，是全世界最早的廣告代理商協(xié)會。1視聽眾的組成Audience Composition不同的觀眾類別構(gòu)成了觀眾的總體，著就是視聽眾的組成12九、 廣告英語術(shù)語 廣告英語術(shù)語綜合用語（摘錄）行為廣告action advertising實(shí)際消費(fèi)者actual consumer廣告advertising農(nóng)業(yè)廣告agricultural advertising作者author自傳式信息autobiographical message 知曉廣告—awareness advertising品牌術(shù)branding工商廣告business advertising企業(yè)對企業(yè)廣告business tobusiness advertising渠道channel輔助材料collateral materials消費(fèi)者廣告—consumer advertising消費(fèi)者consumer譯碼decode直接反應(yīng)廣告directresponseadvertising戲劇式信息drama message編碼encode農(nóng)場廣告—farm advertising 反饋feedback全球性廣告global advertising商品goods觀點(diǎn)ideas形象廣告image advertising預(yù)定消費(fèi)者implied consumer工業(yè)時期industrial age工業(yè)化時期industrializing age國際廣告international advertising地方性廣告—local advertising營銷marketing營銷傳播—marketing munications營銷公關(guān)marketing PR媒介medium信息message敘述式信息narrative message 全國性廣告national advertising 噪音noise非商業(yè)廣告nonmercial advertising非產(chǎn)品廣告non product advertising人物persona人員銷售personal selling后工業(yè)時期postindustrial age前工業(yè)化時期preindustrial age過程process產(chǎn)品product產(chǎn)品廣告product advertising 專業(yè)廣告professional advertising 公共關(guān)系—public advertising公共關(guān)系活動—public relations activities公共關(guān)系廣告public relations advertising受者receiver區(qū)域性廣告regional advertising常規(guī)價格廣告regular priceline advertising 零售廣告—retail advertising銷售推廣sales promotion服務(wù)services信源source廣告主/出資人sponsor資助性消費(fèi)者—sponsorial consumers 目標(biāo)受眾—target audience 目標(biāo)市場—target market貿(mào)易廣告—target advertising2 廣告英語術(shù)語職能用語客戶經(jīng)理advertising manager 客戶主任advertising executive客戶策劃account planning廣告代理公司advertising agency藝術(shù)指導(dǎo)art director美術(shù)工作室art studios品牌經(jīng)理brand manager企業(yè)對企業(yè)廣告公司businesstobusiness agency集中式廣告部—centralized advertising department 分類廣告—classified advertising 清倉廣告clearance advertising聯(lián)合廣告cooperative advertising 文案copy文案人員copywriters創(chuàng)意工作室creative boutique創(chuàng)意總監(jiān)creative director分散式體制decentralized system部門式departmental system發(fā)展期development stage數(shù)字互聯(lián)媒介digital interactive media直郵廣告directmail advertising t電子媒介electronic media手續(xù)費(fèi)代理費(fèi)混合制feemission bination外國媒介foreign media全面服務(wù)公司fullservice advertising agency普通消費(fèi)者廣告公司general consumer agency全球性賣主global marketers集團(tuán)式group system橫向聯(lián)合廣告horizontal cooperative advertising 專屬廣告公司inhouse agency獎勵制incentive system獨(dú)立制作社—independent production house獨(dú)立調(diào)查公司independent research pany機(jī)構(gòu)廣告—institutional advertising 整合營銷傳播integrated marketing munications 互聯(lián)廣告公司interactive agency國際廣告公司international agency 國際媒介—international media國際化架購international structure 地方性廣告local advertising 地方廣告公司local agency 維持期maintenance stage 經(jīng)營總監(jiān)management supervisors 差價markup媒介—media 媒介購買公司mediabuying service媒介代理費(fèi)media mission跨國公司multinational corporations全國性廣告主—national advertiser 全國性廣告公司—national agency戶外廣告outdoor advertising 點(diǎn)point關(guān)系預(yù)備期prerelationship stage印刷媒介print media印刷廠printers產(chǎn)品廣告product advertising 區(qū)域性廣告主regional advertiser區(qū)域性廣告公司regional agency 常規(guī)價格廣告regular priceline advertising 截留費(fèi)制retainer system減價廣告sale advertising 銷售推廣部sales promotion department 推測性提案speculative presentation 直接費(fèi)制straightfee system下游公司supplier終結(jié)期termination stage 交通廣告transit advertising 縱向聯(lián)合廣告vertical cooperative advertising 網(wǎng)絡(luò)設(shè)計(jì)社web design house3 廣告英語術(shù)語營銷調(diào)查用語廣告調(diào)查advertising research 態(tài)度測試attitude tests 中心場所測試central location tests 混雜測試clutter tests直接提問法direct questioning試驗(yàn)法experimental method 小組討論focus group 正試調(diào)查—formal research 成見效應(yīng)halo ef
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