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 Circulations
AMA (美国市场营销协会) American Marketing Association
AIO (行为、兴趣、观点数据库) activity, interesting, opinion
IAA (国际广告协会) International Advertising Associ ation
POP广告 point of purchas SWOT分析、优劣势分析 strength, weakness, opportunity, th reat
案头研究desk rearch
版权copyright
包装package
保存率keeping rate
厦门桶装水报价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 Nieln 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赵英刚
产品属性product attribute
陈列display
冲击力impact
出口广告export advertising
毛鸡酒传播，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 prentation 创意总监creative director (CD) 从众follow
促销活动promotion
羊斟惭羹打样color proof
打字照排typetting
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)
毕大千
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 rearch 定位positioning
定性研究 quality rearch
动画animation
海枯石烂动机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 lling 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 paration 分销distribution
风险知觉perceived risk
服务质量 rve quality
负片negative
覆盖率coverage
概念concept
概念测试 concept test
感觉n
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
季节性荨麻疹公益广告non-commercial adverti sing
构图 layout
购买 purcha, buy
购买后分析 post-buy-analysis
购买环境shopping environment 购买决策 purcha decision
购买决定因子 purcha decision factor
购买率 purcha rate
购买模型purcha model
购买频率purcha frequency
购买者buyer
购买周期 purcha period
购买准备 purcha preparation
关键词 keyword
观察法 obrve 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
心肌损伤标志物广告策略 advertising strategy
