广告术语中英文对照AAA（美国广告院校协会）American Academy of Advertising AAAA, 4A’s (美国广告代理商协会) American Association of Advertising Agencies ABC (广告发行量稽查会) Audit Bureau of CirculationsAMA (美国市场营销协会) American Marketing AssociationAIO (行为、兴趣、观点数据库) activity, interesting, opinionIAA (国际广告协会) International Advertising Associ ationPOP广告 point of purchases SWOT分析、优劣势分析 strength, weakness, opportunity, th reat案头研究desk research版权copyright包装package保存率keeping rate报价quotation, cost es timate备忘录memo调查对象interviewee, responden t, participant比稿competition, pitch 比较广告comparative advertisin g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 away 命名n aming模仿co py模型 mod el, pattern目标对象target audience尼尔逊电视调查报告 Nielsen Television In dex频率 f requency品牌br and品牌策略 brand strategy品牌个性（人格化） brand personali ty品牌购买趋势brand mo mentum品牌管家 brand steward品牌经理br and manager品牌联想bran d linkage品牌识别brand identity产品核心概念 product concept产品名称测试name test产品效用benefit产品形象 product image产品原型product prototype产品原型测试prototype test产品周期product life-cycle产品属性product attribute陈列display冲击力impact出口广告export advertising传播，沟通communication传播策略 communication strategy 创意creative创意草图idea sketch创意策略creative strategy创意概念 creative concept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 adverti sing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 media广告advertising (AD) 广告标语advertising slogan广告测试 advertising test广告策略 advertising strategy广告创意 advertising creative广告创作人员 creator广告对象 advertising target广告概念advertising concept 广告稿效果调查 copy test广告歌曲commercial song广告代理商，广告公司advertising agency广告管理 advertising managemen t广告计划 advertising plan广告监测advertising monitor, advertising track 广告精读率 attentive readership sc ore广告客户 client广告目标 advertising goal广告目的 advertising objective 广告牌 billboard广告认知效果 advertising recognition eff ect广告时代 Advertising Age (AD Ag e)广告诉求advertising appeal 广告文案 advertising copy广告效果advertising effect, advertising impac t广告效果监测 advertising impact track广告音乐 jingle广告占有率share of voice广告招贴poster广告作品advertisement国际广告媒体international media国际消费者协会consumer international (CI) 互联网调查 internet survey户外广告 outdoor advertising黄金时段 prime time基本动机 basic motivation集中式媒体组合 concentrated media mix记忆 memory, recall家庭结构family structure家庭类型family type家庭收视率 household rating价格测试price test价值观valuation剪辑 trimming简报briefing交互媒体 interactive media脚本 storyboard街头调查 street interview进口广告 import advertising经销商dealer竞争者competitor剧本大纲synopsis决策模型 decision mode l决策者decision开机率 sets in use 客户client, a ccount客户策划人 account planner客户简报client briefi ng客户经理account mana ger客户主管 account super visor客户总监account dire ctor蓝图 blue prin t老年群体old age mass 累积到达率cumulative rea ch理性广告rational adve rtising连锁超市 chain super-ma rket品牌替代率 brand replaceme nt品牌喜爱度brand leverage 品牌形象 brand image 品牌形象跟踪 brand image track (BIT)品牌占有率brand share品牌知名度 brand awareness 品牌忠诚度 brand loyalty 品牌重复购买率 brand retention品牌转换brand shift品牌资产brand equity普及率diffusion rate企业广告 corporate adv ertising企业理念corporate ph ilosophy企业形象corporate im age企业形象识别corporate identi ty (CI)千人成本cost per thousand（million） (CP T CPM)潜意识，下意识sub-consciousness 潜在市场 potential mar ket青年群体 youth mass 情感 feeling 情感广告emotional adv ertising区域广告regional adv ertising全面服务代理商 full service agency 人口统计 demographic人员测量仪（个人收视监测仪） people meter认知 perceive, recognize认知度 recognition rate认知广告recognition a dvertising认知模型 recognize mod el入户访问 in-house interview商品成长期 growth stage 商品成熟期maturit y stage商品导入期introd uction stage商品衰退期 decli ne stage商圈 t rade area少年群体j uvenile mass设计design设计核心概念design c oncept社会阶层 socie ty class社会意识socie ty-consciousness社会因素 soc iety factor深度访谈 in-de pth interview生活风格（形态） life st yle生活态度数据库 attitud e-value database时尚style, fashio实验法 e xperiment method实验性营销test marketing使用者user市场导向market ing oriented市场调查 marke ting research市场潜力marke t potential市场渠道 m arket channel市场细分 seg mentation市场营销 m arketing市场营销组合mar keting mix市场占有率 mar ket share事件event视觉成型 visua lize视听占有率a udience share收视（听）率 audienc e rating收视监测仪 vid eo meter收视率调查 r ating research受教育程度educati on level售货员salesman数据库database诉求appeal态度a ttitude态度测量 attitud e measurement提案 prese ntation, proposal提示知名度 aided brand a wareness统计指标 statistic i ndex投放时间表cue list, transmission schedule投射法研究 proje ct method完稿finis hed artwork网页广告 web a dvertising未提示知名度un-aided brand awareness文稿撰写人 copywriter 问卷q uestionnaire习惯habit习惯研究 hab it study。