广告术语中英文对照American Academy of Advertising) American Association of Advertising Agencies Audit Bureau of Circulations American Marketing Associationactivity, interesting, opinion IAA （ 国际广告协会 ） International Advertising Association POP 广告point of purchasesSWO 分析、优劣势分析strength, weakness, opportunity, threat案头研究 desk research 版权 copyright 包装 package 保存率 keeping rate报价 quotation, cost estimate 备忘录 memo调查对象 interviewee, respondent, participant 比稿 competition, pitch 比较广告 comparative advertising 边际效用 marginal utility标题 headline 标志 logo, mark 草稿 rough 草图 sketch 插图illustration差异性（策略） differentiation 蒙太奇 montage 免费赠品give awayAAA （美国广告院校协会）AAAA, 4A 's （ 美国广告代理商协会 ABC （ 广告发行量稽查会 ） AMA （美国市场营销协会 ） AIO （ 行为、兴趣、观点数据库 ）copymodel, patterntarget audienceNielsen Television Index frequency brandbrand strategy brand personalitybrand momentumbrand stewardbrand managerbrand linkagebrand identityproduct conceptname testbenefit product image product prototype prototype testproduct life-cycle product attribute display impactexport advertising communicationcommunication strategy creative idea sketch creative strategy creative concept模仿 模型 目标对象尼尔逊电视调查报告 频率 品牌 品牌策略品牌个性（人格化） 品牌购买趋势品牌管家品牌经理品牌联想品牌识别产品核心概念产品名称测试 产品效用 产品形象 产品原型 产品原型测试 产品周期 产品属性 陈列 冲击力 出口广告 传播，沟通 传播策略 创意 创意草图 创意策略 创意概念创意提案creative presentation创意总监creative director (CD)从众follow促销活动promotion打样color proof打字照排typesetting大众传播mass communication代理商agent导演director到达率reach到达频率frequency第一知名度top of mind (TOM)点子idea电话调查telephone interview电视广告commercial电视媒体TV media调查员interviewer定量研究quantitative research定位positioning定性研究quality research动画animation动机motivation, motion动机分析motivation analysis动机强度motivation intension独家赞助sponsored event独特销售理论unique selling proposition (USP)发行量circulation菲林，胶片film分类广告classified advertising 分散式媒体组合assorted media mix分色color separation分销distribution风险知觉perceived risk服务质量serve quality负片negative覆盖率coverage概念concept概念测试concept test感觉sense个人收视率personal audience rating个性，性格personality工作进度报告status report 公共关系public relations公益广告non-commercial advertising构图layout购买purchase, buy购买后分析post-buy-analysis购买环境shopping environment购买决策purchase decision购买决定因子purchase decision factor购买率purchase rate购买模型purchase model购买频率purchase frequency购买者buyer购买周期purchase period购买准备purchase preparation关键词keyword观察法observe method广播电视网network广播媒体broadcast mediaeipsiu |euo!；euj3；ui；U9LU9SI}J9ApeJ9；sodSOIOA jo sjeqs3|6uir>|oej; 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