Advertising English Terms由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“雅思advertising阅读”。
Week 1
Advertising
n.广告业;登广告 adj.广告的;广告业的 Advertisement 广告;宣传
Consumer advertising 消费者广告 Busine advertising 企业广告 Trade advertising 贸易广告 Profeional advertising 媒介性广告 Agriculture advertising 农业广告 Local advertising 地方性广告 Retail advertising 零售广告 Regional advertising 区域性广告 National advertising 国内广告 International advertising 国际广告 Print advertising 纸质广告 Broadcast advertising 广播广告 Out-of-home advertisingProduct advertising 产品广告
Non-product advertising 非产品广告 Commercial advertising 商业性广告
Noncommercial advertising 非商业性广告 Non-action advertising 非行动广告 Action advertising 行动广告 Awarene advertising 知晓广告
Direct-response advertising 直接反应广告 Image advertising 形象广告
Regular price-line advertising 常规价格广告Public relations advertising 公关广告 Industrial advertising 产业广告 Institutional advertising 机构广告
Direct-mail advertising
Implied consumer 预定消费者/默认消费者 Actual consumer 实际消费者
Sponsorial consumer 资助性消费者
Week 2
Informative advertising 信息式广告 Persuasive advertising 劝导性广告 Marketing 市场营销
Claified advertisement 分类广告 Editorial 社论的Advertorial 社论式广告/软文
Week 3 Brand 品牌
Branding 品牌术
Brand recognition 品牌识别 Brand recall 品牌回想 Brand loyalty 品牌忠诚度 Brand extension
Viral marketing 病毒式营销 Viral advertising 病毒式广告
Week 4
Competitive advantage 竞争优势 The Basic Model of CommunicationSource / sender 来源 Encoding 编码 Meage 信息 Channel 渠道
Receiver
Decoding 解码;解读信息 Feedback 回馈;反馈 Noise 干扰因素
Advertising Communication ModelAdvertising Client 广告客户 Creator of ad
Spokesperson 代言人 Autobiographical meageNarrative meage 叙述式 Drama
Propaganda 宣传
“reason-why” & “atmosphere” advertisingHard sell ad 硬性销售广告 Soft sell ad 软性销售广告 Brand Equity 品牌资产
Subliminal advertising 潜意识广告
Week 6
consumer market 消费者市场
busine market
buying pattern / Shopping pattern /Consumption Patterns 消费模式
Trade Market 贸易市场
Industrial Market 产业市场/生产者市场Profeional Market 专业服务市场endorsement
Institutional Market 机构市场
End-customer Advertising 终端消费者广告
Week 7
4p theory 4p理论 Product 产品 Consumer goods
Convenience goods
Staple goods 稳定性商品 impulse goods 冲动性产品 Emergency goodsShopping goodsSpecialty goodsUnsought goods
industrial goods 工业产品
psychological pricing / odd price 心理价格 Price 价格
Place / Distribution 分销 Promotion 宣传;推广;促销 Competitive advantage 竞争优势
Week 8
“Megamarketing” Mix theoryMarCom
MarCom Mix
MarCom Manager
Marketing plan 市场营销计划Week 9
Personal communicationNon-personal communicationDirect Marketingmail-order houseCoupons 优惠券
Cents-off coupons 减价优惠券 Inserts
Telemarketingonline marketing
television infomercials /direct-response TV marketing Personal Selling
Public Relations 公共关系 News release 新闻发布 Feature story 人物故事 Sponsorshipspin doctor
Sales Promotion 促销;减价促销 Samples 样品 Bonus packsSales kits
Differentiated product / Undifferentiated product Product differentiationProspective customers
Week 10
IMC 整合营销传播
Top-down Marketing 至上而下式营销 Bottom-up Marketing 自下而上式营销 Synergy 协力;协同
Shopping pattern 购物模式
Interactive media 交互式媒体;互动式媒体 Tactic 战术 Strategy 策略
Marketing research 营销调查 Advertising research 广告调查 Database marketing 数据库营销 Advertising agency 广告公司 Qualitative studies 定性研究 Quantitative Studies 定量研究 Pre-testing 事前测试 Post-testing 事后测试
Week 11
SWOT Analysis:
strength, weakne, opportunity, threatfranchise
Advertising CampaignSurvey research
Experimental researchDirect observationContent analysis
In-depth interview 深度访谈Focus group 小组(焦点)讨论 Primary-data 原始数据
Secondary data 二手数据;二手资料 Headline 广告标题
Slogan广告口号;广告标语 Layout 版面设计 Logo 标示;标志
Consumer behaviour 消费者行为 Decision-making proce
Need recognition: need v.s.want
Information searchAlternatives evaluationPurchase decision
Post-purchase evaluation:Cognitive Dionance
Week 12
Culture & sub-culture 文化&亚文化 Reference groups
Opinion leaders 意见领袖 Attitude & opinion & belief
Motivation
Maslow’s Hierarchy of NeedsPhysiological needs 生理需求
Safety needs 安全感需求
Belongingne and love needs 归属感和爱需求 Esteem needs 自尊需求
Self-actualization needs 自我价值实现需求
Week 13
Advertising Strategy 广告策略 Advertising Plan 广告计划 Pareto principle/ 80-20 rule /law of the vital few80-20规律 Unique Selling Proposition / Point(USP)独特的销售主张
Top of the mind brandTop choice brand
Week 14
Creative strategy 创意策略 Creative strategy statementCreative platform 创意平台 Creative brief 创意纲要 Creatives 创意人员
Creative director 创意总监 Copy 文案 Copywriting“left-brain” ad
“right-brain” adConstraint
Advertising appeal 广告诉求
Emotional / rational appeal 情感/理性诉求 Hard-sell advertising 硬性(兜售式)广告 Soft-sell advertising 软性(促销式)广告 Personal /social appeal 个人/社会诉求 High-Involvement Products 高介入产品 Celebrity endorsement 名人代言 Snob appeal
Play on Words 玩弄文字 Plain appeal
Bandwagon AppealScarcity appeal
Week 15
Advertising execution 广告执行 Big idea 大创意 Visuals 视觉效果 Illustrator 插图画家
Structure of an ad
The headline 广告标题
The subheadline 广告副标题 Amplification Proof of the claim Action to takeExecutional framework:
Animation 动画
Slice-of-life 生活片段式广告 Dramatization
Testimonial 证言式广告 Authoritative Demonstration Fantasy Informative
Week 16
spokesperson = persona / source 代言人 Dead-person endorsementsSyntax 文法;表述方式 Format 格式
Tagline
Clutter 广告群;广告扎堆
