What is advertising
牛津版英语必修4 unit1 Advertising
Unit 1 Advertising[抛砖引玉]广告，顾名思义，“广而告之〞，它是20 世纪高度发展的行业。
一个妙趣横生、令人回味无穷的广告可使产品的品牌留给观众或读者无限的遐想，并由此销售额倍增。
如：“包揽天下〞宣传生活中各式各样的包，真让人感到言有尽而意无穷。
“不打不相识〞这那么打字机广告更是幽默风趣。
但是，如果产品的广告不能准确地表达产品的内容，翻译不准确，正如本单元的发乳广告本想表达“ X puts life into dry hair 〞( 某某发乳产品可使干发生辉)，经过不贴切的翻译后，在国外市场上意思变为了“ X puts living things into dry hair〞( 某某发乳产品可使干发生虫)，那令人尴尬难堪的结果可想而知，自然是产品走投无路。
可见，准确无误的翻译在跨国文化的交际中的地位十分重要。
从另一个角度来讲，通过学习本单元，我们还可以得到一些有关广告方面的知识，更好的了解产品的性能、质量的优劣。
[指点迷津]A. 单元重点新词透视1. 谈谈 advertise、advertisement和advertising 的用法● advertise 是动词，既可当及物动词使用，亦可用作不及物动词，意为“〔在报纸、广播、电视上〕为〔产品等〕大做广告〞。
We should advertise for someone to look after our children .我们应登广告找一个照看孩子的人。
如果你想凭借某种媒体做广告，要注意与 advertise 所搭配的介词。
◆ advertise in newspapers / magazine 意为在报纸或杂志上做广告。
She advertised for her lost son in the evening paper .他在晚报上登广告寻找丢失的儿子。
◆ advertise on / radio / TV 意为“在广播电台或电视上做广告。
广告业常用英文术语english
你不能不知道的广告英文share with all junior ad boys and girls :What You Should Know About Advertising你应该知道的广告英文知识1.What is advertising？什么是广告？Build an impression on the consumer’s mind in order to have consumers buy certain product。
在消费者脑海中建立一个印象，使得消费者购置某项产品。
The impression is called brand。
这个印象就是品牌。
So advertising is to build up the brand。
所以广告就是建立品牌。
2.How do we come out a piece of advertising 我们如何创作广告Client briefing 客户简报Research Recommendation 市场调研建议SWOT Analysis 优劣势分析Advertising Strategy 广告策略Presentation 提案Creative Development 创意发想Creative Presentation 创意提案Media Planning 媒介方案Media Plan Presentation 媒介方案提案Creative Production 创意制作Media Placement 媒介投放Advertising Tracking 广告跟踪3.The terminology of advertising 广告业的术语Advertising agency 广告代理商 Client客户Marketing行销 Market行销者Marketing Mix行销组合 Product产品Pricing订价 Promotion促销Place〔Distribution〕渠道 Marketing Objective行销目标Marketing Strategy行销策略 Marketing Programs行销活动Marketing Plan行销方案 Marketing Manager市场部经理Marketing Executive市场执行 Product Manager产品经理Brand Manager品牌经理 Brand Steward品牌管家Full Service Agency全面〔整体〕效劳代理商 Account Service客户效劳Account Executive业务执行 Account Manager业务经理Account Director业务总监 Group Account Director 客户群总监Client Service Director客户效劳总监〔协理〕Briefing简报 Blue Print蓝图Advertising Strategy广告策略 Target Audience目标对象Competitor竞争者 Consumer Promise消费者承诺Tone & Manner 语气与态度 Brand Personality品牌个性Positioning定位 Segmentation区隔Cannibalization品牌替换 Contact Report会议记录Status Report工作进度报告 Memo备忘录Cost Estimate，Production Estimate，Quotation估价Job Order工作卡 Presentation提案Revision修正 Production制作Moni-bring监看 Post-buy-analysis购置后分析Media Executive媒介执行 Media Planner媒介方案人员Media Buyer媒介购置人员 Media Plan媒介方案Media Objective媒介方案 Media Strategy媒介策略Media Placement〔Exection〕媒介投放Reach触机 Frequency频率Cue List，Transmission Schedule 投放时间表Copy Writing文案撰写 Headline标题Tag Line口号 Body Copy文案Layout构图 Positive正片Negative负片 Typeface字体Art Design艺术设计 Art Direcion艺术指导〔工作〕Storyboard脚本 Rough草稿Campaign广告运动 Campaignable Idea可延展的广告创意Tear Sheet样张 Telecast Copy样带Creative创意人员，作品 Copy Writer文案撰写Art Director艺术指导 Visualizer视觉成型Concept概念 Idea点子Concept Development Idea Generation发想Rough Cut初剪带 A Copy，Duble-head看片带B Copy Station Copy播出带Umatie Betacam 〔一种录像带的格式〕One Inch Tape一寸带 Master Copy原片Soundtrack音轨 Censorship送检带Finished Artwork完稿 Color Separation分色Color Proof打样 Photograghy摄影Ustration插画 Air Brush喷修Typesetting打字〔照排〕 Film菲林、网阳片Market Research市场调查 Consumer A & U Study消费者态度，行为调查Central Location Test定点调查 Focus Group Discussion座谈会Research Report测试报告 Top Line Report摘要报告Research Proposal市调方案 Field Work调查Brand Awareness品牌知名度 Aided Awareness提示后品牌知名度Local Currency本地货币 Hard Currency强势货币Pitch比稿 Partnership伙伴关系Hand-outs，Hard Copy 硬拷贝〔纸上的文件〕InterviewSurekeepAAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动advocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户筹划Account Services 客户部Advertise 广告主Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理bid [bid] 广告竞标business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象capitalism 资本本主义，资本运营commercial advertising 商业广告communication process 传播过程comparative advertising 比拟广告consumer advertising 消费品广告consumerism 消费模式customer 顾客Chief Executive Officer(CEO) 首席执行长官Chief Financial Officer(CFO ) 首席财务官client 客户Copywriter 广告撰告人Creative Department 创作部Creative Director 创意总监deceptive advertising 虚假广告department 部门design 设汁稿data 数据director 主管end-user 最终用户、实际使用者industrial advertising 工业广告institutional advertising 社团机构广告Management Supervisor 管理监督Market share 市场占有率Marketing 营销Media Department 媒介部media planning 媒体筹划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业效劳型广告public service advertising(PSA) 公益广告puffery 吹捧式的广告qualitative 定性的quantitative 定量的Research Department 调查部retail advertising 零售商广告Sister agency 同属同-集团的广告公司supplier 制作公司Traffic Department 流程协调部Brainstorming 头脑风暴法Campaign 广告攻势Commercial 影视广告片coupon 赠券、折价券logo 品牌标识magazine 杂志media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体) metropolitan 大都会的outdoor 户外媒体promotion 推广用品public relations(PR．) 公共关系radio 播送媒体Situation Analysis 背景分析Slogan 广告口号Television program 电视节目Website [websait] 主页，网站Drive-time 交通顶峰时间So big 做大Numbers 数据Yeah 是的(对啦)A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)Code 编号debranding 品牌屏蔽测试depth Interview 深度访谈desk research 案头调研dichotomous question 两分问题double-barreled question 两难问题double-blind 双盲测试(指实验组和对照组) fatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组interview 访谈market research 市场调查mystery shopping 以购物为掩护的调查observation 观察panel 重复凋查样本群participant 参与者population 总人口，总体sample 抽样误差skew 歪曲survey 调查tabulation 统计制表boil down to 归结为hard-and-fast 明确易懂pretty much 大致上analysis 分析community relation 社区关系competitor 竞争者、对于content integration 软性广告cost effective 广告本钱效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase 〔pop〕焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、筹划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动筹划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最正确面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非群众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告筹划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略筹划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法那么brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 桔祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计〔总〕覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体方案net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位)double truck 双页／，告(跨页)facing 一个广告牌(户外媒体单位)franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购置media buying service 媒体购置代理narrow casting 小范围播放(窄播)preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点本钱cost per thousand(CPM) 每千人本钱earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物AA〔Account Assistant〕客户助理Action Plan 行动方案AD〔Account Director〕客户总监Add Value 附加价值Ads〔Advertisement〕广告Advertorial付费软文AE〔Account Executive〕客户代表、客户主任Agency 代理商AM〔Account Manager〕客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Auto Industry 汽车行业Awareness 认知Background Analysis 背景分析Background material 背景材料Benchmark测试基准BI (Behavior Identity)企业行为识别系统Bidding 竞标Bio个人简历Boilerplate公司简介〔附在新闻稿后面的关于该公司的简短介绍〕Brand Communications Strategy品牌传播战略Brand Loyalty品牌忠诚度Brand Management Commission品牌管理委员会Brand Management Consulting Firm品牌管理参谋公司Brand Management品牌管理Brand Planning/Designing品牌筹划/设计Brand Positioning Survey品牌定位调查Brand Positioning 品牌定位Brand Promotion品牌推广Branding Strategy品牌战略Briefing Kit资料包Briefing情况介绍BTL (Below the Line) 线下活动BU 〔Business Unit〕业务部门Bulletin公告栏Bundle 附赠品Business E-Mail 商务电邮Business Model商业方案Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业开展Career Planning职业方案Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEO's Arrangement CEO接待Channel 渠道Chart 幻灯片中的页面China Golden Awards For Excellence in Public Relations中国最正确公共关系案例大赛China International Public Relations Congress中国国际公共关系大会CI〔Corporate Identity〕企业形象CIPRA〔China International Public Relations Association〕中国国际公共关系协会CIS 〔Corporate Identity Sysetm〕企业形象识别系统Client Database Management客户数据管理Client Oriented Strategy客户导向战略Client Relations Development System客户关系开发系统Client Relations Evaluation System客户管理评价系统Client Relations Maintenance System客户关系维护系统Client Relations Management System客户关系管理系统Client Relations Management客户管理管理Client Relations Precaution System客户管理预警系统Client Relations Supporting System客户管理支持系统Client Relations客户关系Client Satisfaction Management客户满意度管理Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准那么Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Management 传播管理Communications Regions传播地域Communications Strategy传播战略Community Relations社区关系Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Consecutive Interpretation交互式翻译Consultant参谋Consumer Buying Process 顾客购置过程Consumer Database顾客数据Consumer Orientation消费者导向Consumers/Dealers Assembly用户/经销商大会Contact Person 联系人Continuous Education继续教育Controlling Phase 控制阶段Coordination Communicating协调沟通Copywriter 文案Copywriting公关文案Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Image企业形象Corporate Profile公司简介Corporate Reputation企业声誉Corporate Video 宣传片Cost Control本钱控制Cost Management本钱管理Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Management Office危机管理办公室Crisis Management Planning危机管理筹划Crisis Management Team危机管理小组Crisis Management危机管理Crisis Research危机研究Crisis Statement危机声明Customer testimonial客户证言Datasheet宣传页Decoration 现场布置〔装饰〕Demand GenerationDemo Booth 产品演示台Diagnosis诊断Director总监Distributor 分销商DM 〔Direct mailing 〕直邮Domain Name Registration 域名注册Donation捐赠EC〔East China)华东Editorial Calendar媒体刊登方案Effective Communications有效传播Employee Compensation员工薪酬Employee Relations员工关系Environment Analysis环境分析Environment Issues环境问题Ethics of the Profession 职业道德Event Management事件管理Event Planning 事件筹划Event事件、活动Executing Phase 执行阶段Execution 执行Executive President 执行总裁Fact Sheet资料〔数字或其他材料〕FAQ 常见问题问答Fashion Business时尚产业Feature article 深度文章Feature文章类型中的通讯Finance Management财务管理Financial Communications财经传播Flyer 宣传单页Follow-up跟进Forum 论坛GCG〔Grand China〕大中国区Glossary词汇表Government Affairs政府事务Government PR 政府公关Government Relations政府关系Govt 〔Government〕政府Graphics图形文件Greetings问候语Health Care医疗保健High Tech高科技Hospital PR 医院公关Human Resource Management人力资源管理IMC (Integrated Marketing Communications)整合营传播Implementation实施Incentive Plan鼓励方案Industry Participation行业参与Initiating Phase 初始阶段INPUTS Evaluation Tools输入级评估工具Integration Management整合管理Interactive PR 网上互动公关Internal Magazine内部期刊Internal Communications System内部传播系统Internal Communications内部传播Internal Film内部电影Internal PR 内部公关International PR国际公关Internet Communications网络传播Internet Media Communications 网媒传播Interpersonal Communications人际传播Interpreter翻译Interview 专访或面试Introduction Lantern宣传幻灯Investor Relations投资者关系Invitation Letter 邀请IPR〔Institute of Public Relations〕英国公共关系协会IPRA〔International Public Relations Association〕国际公共关系协会Issue Diagnosis问题诊断Issues Management问题管理ISV 〔Individual Software Vendor〕独立软件开发商Job Evaluation绩效考核Journalist记者Key Media关键媒体Key Messages 关键信息Keynote Speaker主题演讲人Keynote Speech主题演讲LA〔Large Account〕大客户LE 〔Large Enterprise〕大客户Leadership 领导者Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Long Term Program长期工程Lucky Draw 抽奖Marcomm〔Marketing Communications〕营销传播Market Analysis Report市场分析报告Marketing Communications Mix营销传播组合Marketing Communications营销传播Marketing Strategy 市场营销战略Marketshare 市场份额Mass Media群众媒体MB〔Medium business〕中客户MC〔Master of Ceremonies〕主持人MC〔Middle China〕华中MD〔Managing Director〕董事总经理、执行董事Media Assistant媒介助理Media Analysis媒体分析Media Communications Strategy媒体传播战略Media Communications媒体传播Media Coverage 媒体覆盖率Media Director 媒介总监Media Executive媒介代表、媒介主任Media Inquiry媒体垂询Media Kit媒体资料包Media List媒体名单Media Manager媒介经理Media Monitor媒体监测Media Relations媒介关系Media Research媒体研究Media Tour媒体拜访或媒体外出巡游Media媒体Meeting Agenda会议议程Meeting Minutes 会议记录Merchandise促销物品Methodology方法论MI (Mind Identity)企业理念识别MI〔Media Index)企业媒体声望指数Mindshare 品牌影响力份额Miscellaneous 杂费Monthly Report月报Multifunctional Task Force多职能任务小组National Standards of the PR Professional Qualification国家公共关系职业资格标准NC〔North China〕华北NE 〔Northeast China〕东北Negative Report负面报道New Product Launch新产品发布News Clipping新闻剪报News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关Norms of Excellent PR Management 卓越公共关系管理标准NW〔Northwest China〕西北Objective Diagnosis目标诊断Offering 效劳内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Marketing Communications 线上营销传播Online media网络媒体Online Roadshow 网上路演Online Survey网上调查OOP〔Out-of-Pocket〕杂费、日常工作发生的本钱Open-day Visits开放日参观Opinion Leader舆论领袖OUTCOMES Evaluation Tools输出级评估工具OUTPUTS Evaluation Tools效果级评估工具Outsourcing 外包OV〔One Voice〕一个声音Photo Library图片库Planning Phase 筹划阶段Polish文案润色POP (Point Of Purchase Advertising) 导购点广告Positioning定位Post Event 善后工作Poster 海报Postmortem 会后书面的简短总结报告Postscript后记PR Agency公关公司PR Consulting Market公关参谋效劳市场PR Consulting Practice公关参谋实务PR Consulting Service公关参谋效劳PR Consulting Tools公关参谋工具PR Directorr 公共关系总监PR Evaluation公关评估PR Event 公关活动PR Guideline公关方针PR Management Working Code公关管理工作准那么PR Manager 公共关系经理PR Procedure公关流程PR Proposal公关建议书PR Supervisor 公共关系主管Pre Event前期工作Pre-evaluation 预评估Preface前言Presentation 演示、陈述President 总裁Press Conference新闻发布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Procurement Management预警管理Product Test产品评测Profession Responsibility 职业义务Professional Association 专业协会Professional Certification 职业认证Professional Consultant 专业参谋Professional fee专业效劳费Professional Grading专业等级Project Life Cycle工程生命周期Project Management工程管理Project Owner工程委托人Project Title工程标题Project公关工程Proposal公关建议书PRSA〔Public Relations Society of America〕美国公共关系协会Pubic Opinion公众舆论Public Affairs公共事务Public Relations Consulting公关参谋Public Relations Crisis公关危机Public Relations Management公关管理Public Relations公共关系Public Utility公用事业Publicity宣传Q&A问题问答Qualified Project Manager合格的工程经理Quality Control质量控制Quality Management质量管理Questionnaire调查问卷Quotation报价Real Estate房地产Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告Reputation Management 声誉管理Research Tools研究工具Reseller 经销商Retainer长期客户Review回忆、总结Risk Management风险管理Roadshow巡展、路演Rude question 不友好的问题SAE〔Senior Account Executive〕高级客户代表、高级客户主任SAM〔Senior Account Manager〕高级客户经理SB 〔Small business〕小客户SC〔South China〕华南Scope Management范畴管理Seminar研讨会Senior Consultant高级参谋Senior Media Executive高级媒介代表Senior Media Manager高级媒介经理Senior Vice President 高级副总裁Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Slogan口号Social Activities社会活动Social Responsibility社会责任Source Materials客户提供的辅助资料Souvenirs & Gifts 纪念品和礼品SOV 〔Share of Voice〕Speaking with One Voice 用一个声音说话Spokes Person Tips发言人技巧Spokesperson发言人Sponsorship Planning赞助筹划Sponsorship 赞助Strategic Consulting战略咨询Strategy Communications Systems战略传播系统Strategy 战略Success Story成功故事Summary 简介、概述Supplier 供给商Survey调查SW〔Southwest China〕西南SWOT analysis优势、劣势、机遇、威胁分析Synopsis概要总结Target Audience 目标受众Task Marketing任务营销TBD 〔To be Detail〕需更详细信息Team 小组、团队Technical Article技术文章Theme 主题Time Management管理Time Sheet时间管理表Two-way Asymmetry双向非平衡模式Two-way Communications双向传播Two-way Symmetry双向平衡模式Vendor 供给商Venue 会议地点Vertical media行业媒体VI (Visual Identity)视觉识别VIP Speech 讲话稿Virtual Computer虚拟主机Vision愿景Voiceshare 曝光信息份额VP〔Vice President〕副总裁VSB 〔Very small business〕特小客户、超小客户Website Construction网站建设Whitepaper白皮书Workshops工作研讨Worldwide 全球特写feature articles以货代款in kind机构广告institutional advertising前期市场企业广告market prep corporate advertising营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management 撰写讲演稿speechwriting赛场营销venue marketing新闻通报录像video news release执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience 一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位本钱CPP千人本钱CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication形象移植imagery transfer信息式广告informercial互相连接interconnect播送电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查效劳公司rating services电台指定时间run-of-station受众总数total audience总体受众方案total audience plan广告网络ad networks广告查询ad request横幅广告banner商业回邮件business reply mail分类广告Web站classified ad Web site编辑名录compiled lists立体创意直邮creative dimensional direct mailing 数字互动媒介digital interactive media直邮广告direct-mail advertising内部刊物house organs互动电视interactive TV互联网Internet互联网效劳供给商Internet service provider销售信函sales letters广告礼品advertising specialty展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising陈列媒介exhibitive media全面登场full showing车内广告牌inside cards户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones商业展示会trade shows交通广告transit advertising广告英语术语——媒介筹划用语广告印象advertising impression广告反响曲线advertising response curve注意度attention value受众audience受众目标audience objectives品牌开发指数brand development index品种开发指数category development index发行量circulation本钱效益cost efficiency单位本钱cost per point千人本钱cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value频次frequency市场markets组合mechanics 媒介media媒介筹划media planning媒介载体media vehiclesAE——Account Executive——客户代表，或客户执行。
ADVERTISING STRATEGY
广告概述 WHAT IS ADVERTISING
5,目标消费者TARGET CONSUMER(续) 目标消费者TARGET CONSUMER( 对于此目标他们最关注的内容是什么?我们的品牌?竞争者?他们 在种类中寻找什么?品牌和产品?什么"触点"可被广告使用? (此项必须使用消费者的语言.) What insights have been uncovered…about this target? Their
(other) meaningful and/or perceivable points of difference vs. Competition? (Attach product and/or concept test results if available.)
广告概述 WHAT IS ADVERTISING
如果没有已确定的品牌精神,确认包含一个品牌"特征",需策略 性陈述.
If no brand essence has been agreed to, make sure to include a branement in the strategy.
广告概述 WHAT IS ADVERTISING
我们 (客户服务与创意人员一起工作)必须提供一个是观众心声的卖 点.
We(Client Service working with the Creative ) must provide a leverageable insight about that relationship.
如果我们要创作出一个能推动客户销售的广告,我们必须明确广告在 复杂的市场竞争中被运用的角色. If we are to creative advertising that will move the client's
广告学英文简介 Advertising
• Information
– Gutenberg’s movable type mechanized printing leading to mass communication.
• Promotion
– The Industrial Revolution led to surplus goods, improved transportation, and the need for new media.
Prentice Hall, © 2009 1-2
Questions We’ll Answer
• What is advertising and what are its key components? • What are advertising’s main roles, and what are the most important types of advertising? • Who are the key players in advertising? • How has advertising evolved, and how have these developments affected current advertising practice?
Visit the Site
Prentice Hall, © 2009
1-4
WHAT IS ADVERTISING?
Defining Modern Advertising
• A complex form of communication using objectives and strategies to impact consumer thoughts, feelings, and actions. • A form of marketing communication (all the techniques marketers use to reach their customers and deliver their messages).
Unit 1 Extended reading and Project 课件-高中英语选择性必修二
③He is the sort of man that could be persuaded into
doing everything.
2 As media channels have grown in number and type，so have advertisements. 随着媒体渠道在数量和类型上的增长，广告也在增长。 channel n. 途径，渠道；电视台；频道；方法；水渠； 海峡 ◆语块积累 illegal/reliable channel 非法/ 可靠途径 the English Channel 英吉利海峡 ◆说明 channel 可用来比喻新闻、信息等传递的“渠道，途径”， 此时通常用复数形式。 We must go through the formal channels. 我们应通过正式途径来进行。
◆语块积累
persuade sb. to do/into doing sth. 说服某人做某事
persuade sb. not to do/out of doing sth. 说服某人不要做某事
persuade sb./oneself of sth. 使某人确信……
persuade sb. + that 从句 使某人相信……
Para 4-6 • What are the techniques employed by advertisers?
3. product placement
• Where can the advertisement be placed?
soft selling advertisement
Para 7 Main idea: the __ch__a_n_g_e__ and __fu_t_u_r_e__ of advertising
9 What Is Advertising1
What Is Advertising?DefinitionGenerally speaking, advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling and sales promotion.HistoryAdvertisements painted on the side of buildings were common in the early-20th century U.S. This instance, now faded from lack of upkeep, is an example of a ghost ad. In ancient times the most common form of advertising was …word of mouth'. However, commercial messages and election campaign displays were found in the ruins of Pompeii. As printing developed in the 15th and 16th century, the first steps towards modern advertising were taken. In the 17th century advertisements started to appear in weekly newspapers in England and within a century, advertising became very popular.As the economy was expanding during the 19th century, the need for advertising grew at the same pace. In 1843 the first advertising agency was established by Volney Palmer in Philadelphia. At first the agencies were just brokers for ad space in newspapers, but in the 20th century, advertising agencies started to take over responsibility for the content as well.MediaSome commercial advertising media include billboards, street furniture components, printed flyers, radio, cinema and television ads, web banners, Web Popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, and the backs of event tickets and supermarket receipts. Any place an “identified” sponsor pays to deliver their message through a medium isadvertising. Covert advertising embedded in other entertainment media is known as product placement.The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual US Super Bowl football game is known as much for its commercial advertisements as for the game itself, and the average cost of a single thirty-second TV spot during this game has reached $3.5 million (as of 2012).Advertising on the World Wide Web is a popular phenomenon. Prices of Web-based advertising space are dependent on the “relevance”of the surrounding Web content. E-mail advertising is another prevalent phenomenon. Unsolicited bulk E-mail advertising is known as “spam”. A message is spam only when it is unsolicited and in bulk.Comprehension questions:1. What is advertising and what can it do?2. Brief the important eras in the evolution of advertising in the United States.3. Summarize the pros and cons of newspapers and magazines as media class.4. For an advertiser that seeks to achieve nationwide reach, can radio be a good buy? How about TV and web?。
高中英语备课参考 advertising
Unit 1 advertisingSection 1 welcome to the unit1.advertise v.(1)登/ 做广告If you want to attract more custormers, try advertising in the local paper.你要吸引更多的顾客，就试试在当地报纸登广告。
（2）为……做/ 登广告The perfume has been advertised in all the major’s women’s magazines.这种香水在所有主要的女性杂志上都做了广告。
(2)(for) 做广告以征求（某种人员或某物）We are currently advertising for sales manager.目前我们公开征聘一位新的销售经理。
(3)展现，宣传If I were you, I wouldn’t advertise the fact that you don’t have a work permit.我要是你，决不会张扬自己没有工作许可证这件事。
【知识拓展】advertisement = advert =ad n. 广告advertiser n. 登广告者，广告客户；广告商advertising n. 广告活动；广告业；做广告【辨析】advertise, publish, announce 与declare1)advertise 意为“登广告，为….做广告”。
Have you advertised the goods?你为这些货物做广告了吗？2）publish 意为“发表（文章），出版”。
All of these magazines are published by one organization.所有这些杂志都是由一个组织出版的。
3）announce 意为“宣布，宣告”。
The news was announced by Radio Beijing.北京广播电台报了这则消息。
advertising
Main subjects & Examples
ACCA
A-awareness-认知
广告的目标可归纳为:
C-comprehension-理解 C-conviction-说服
A-action-行动
Let's watch some advertisments!
Cant Beat The Real Thing. (可口可乐) Good to the last drop！
Advertising are everywhere!!
Advantages and Disadvantages
Advantages
Can provide us with more information,give us a good understanding of the product . Can bring you a huge profit by reasonable planning and proper operation. Can sponsor cultural, sporting, artistic events - funding
The specific owner should be a recognizable group Corporation（公司） Enterprise（企业） Government（政府）CCTV广告 Organization （组织）联合国儿童基金会广告 Individual（个人）个人广告
A good advertisement
What is advertising?
Let's look at what people said!
Advertising is full of imagination Advertising is a kind of vitality, full ofoutbreak outcome. imagination of a feast. (Li Yuan) Xu) (Cao
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What is advertisingAdvertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (Advertising Marketing Association, AMA)Two basic types: Informative advertising and Persuasive advertising.From the definitions above, we can see that advertising is a communication thates verbal and nonverbal elements structured and composed to fill predetermined spaceand time formats that the sponsor controls.2.is a non-personal communication of information because advertising is directed to groups ofpeople in stead of individuals.3.is usually paid for advertising by sponsors.4.is usually designed to win consumers through persuasion.Consumer Behavior & Advertising StrategiesThe study of Consumer Behavior focuses on the decision-making processes and acts of people involved in the acquisition, consumption, and disposition of goods, services, activities, and ideas.消费者行为反映了消费者个人或群体获得、消费、放弃产品、服务、活动和观念的所有决策过程及其行为消费者行为研究方法大致可分为两大类：实证主义（positivism）和阐释主义（interpretivism）其他一些口语化表达的广告英语例子：1、Just do it. 想做就做。
（耐克运动鞋）2、The taste is great. 味道好极了。
（雀巢咖啡）3、Let's make things better. 让我们做得更好。
（飞利浦电子）4、Unlike me，my Rolex never needs a rest．(手表广告)Live well, snackwell. 美好生活离不开香脆的饼干。
(斯耐克威尔士饼干)Shanghai TV — Seeing is believing.有目共赏。
(上海牌电视机)My goodness! My Guinness!(我的天！我的健力士啤酒！)Focus on life. (Olympus)瞄准生活。
（奥林巴斯）Lexus: the relentless pursuit of perfection凌志汽车：追求完美永无止境It gives my hair super shine，super body，and leaves it smelling fresh as a meadow.它使我的头发质地柔软、熠熠生辉，恰似绿草地一般，清新芬芳。
With an ordinary facade but splendid interior decor，Royal Palace known as one of the most expensive apartment in Beijing．(北京房产Royal Palace广告)Hydrofirming Eye Treatment works at night with the restorative powers of sleep so that skin feels more and more elastic after just two weeks．(雅芳醒肤眼霜：令眼周肌肤一夜回复生机，变得饱满柔润，富有弹性。
Dannon酸奶You can give your family seven important benefits every day just by serving delicious yogurt, such as Dannon yogurt To see how you can help your loved ones live a healthier lifestyle, take a look at the benefits below!在翻译简单动词时,可以直接翻译。
如“We make it simple. ”(Honda 汽车广告)可译成“一切变得很简单。
”也可采用意译。
如“Ask for More. ”(摩尔香烟的广告)译成“再来一支,还吸摩尔”。
还可以套用四字结构。
“Choose once ,choose well . ”译成“随便挑选,保君满意”。
We lead, others copy．(理光打印机：我们领先，他人仿效。
)We integrate, you communicate．(三菱电工：我们集大成。
您超越自我。
) Spoil yourself and not your figure．(Weight—Watcher冰淇淋：放心地吃吧。
别担心体重。
)She usually complains about my anniversary gifts, but this years he is going to smile．(香水广告)It says what it does. it does what it says言行一致，说到做到(李斯德林漱口水)The first ever, the last you'll never need一朝拥有，别无所求(精工手表)You press the button, we do the rest.你只需按快门,其余的我们来做(柯达相机)We integrate, you communicate.我们集大成，您超越自我（三菱电工）The Milk Chocolate Melts in Your Mouth, Not in Your Hand.我们的牛奶巧克力只溶在口，不溶在手。
（玛氏公司）Money is not everything，there’s Mastercard& Visa.钞票不是万能的,有时还需要信用卡.Not all cars are created equal.并非所有的汽车都有相同的品质。
(三菱汽车)Anything is possible. 没有不可能的事。
(东芝电器）That taste is great ！味道好极了！（雀巢咖啡）Give a Timex to all, and to all a good time.给君一块'天美时', 快乐时光伴随你（天美时表）When your taste grows up, Winston out—tastes them all．随着你的鉴赏能力的提高，您会觉得温丝顿香烟味道超群.We lead．Others copy.（理光复印机）Impossible made possible．（佳能打印机）Good to the last drop.（麦斯威尔咖啡）The taste is great. （雀巢咖啡）Intelligence everywhere.（摩托罗拉手机）二、经常采用祈使句Take time to indulge．（雀巢冰激凌）Come to where the flavor is．Marlboro Country．光临风韵之境——万宝路世界。
（万宝路香烟）Ask for more. （百事流行鞋）Feel the new space. （三星电子）四、大量使用名词性短语Chocolate You.爱巧克力哟！（LG 手机广告）The Orangemostest Drink in the World.世界上最最纯正的橙汁饮料。
七、大量采用省略句Safe，Easy, Quick & with Fun!(家用食品广告)Fits the man (Marlboro classics)4Types of brand namesSome of them are:Initialism: A name made of initials such as UPS or IBMDescriptive:Names that describe a product benefit or function like Whole Foods or AirbusAlliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' DonutsEvocative: Names that evoke a relevant vivid image like Amazon or CrestNeologisms: Completely made-up words like Wii or KodakForeign word: Adoption of a word from another language like Volvo or SamsungEvocative: Names that evoke a relevant vivid image like Amazon or CrestNeologisms: Completely made-up words like Wii or KodakForeign word:Adoption of a word from another language like Volvo orSamsungFounders' names:Using the names of real people,and founder's name likeHewlett-Packard or DisneyGeography: Many brands are named for regions and landmarks like Cisco andFuji FilmPersonification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker.1.Lux®Originally called Monkey Brand for a soap produced by Unilever. Changed to LUX in 1899.* derived from Latin luxe, meaning sunshine, conveying sense of elegance and grace.2 Acer ®Coming from ‘acer’, a Latin word, meaning ‘excellency’.Derived from ‘ace’, meaning ‘highest, No. 1’ in English.3 NovaNova is the brand name of a car produced by Chrysler of US.4 Kool-AidKool-Aid is a famous brand name of a drink produced by General Foods of America. This name is highly suggestive of the product it designates. It comes from kool (deviated from cool) and aid. Semantically it says that the drink can help you cool.5 TropicanaA brand name of fruit serial products.Its formation is easy to look: tropical banana.6 PanasonicJapanese brand name for electronic products.Coined from pana and sonic.Pana- means panorama, sonic is Greek word for sound.7 ElectroluxA Swiss electrical appliance manufacturer.Good semantic meaning to brand electrical products8 Carnation:the name of a flower that we always send to mothers.9 Shangri-La:the name of a legendary place in Tibet, a beautiful and peaceful paradise.Company founders1 Gillettethe top brand of men’s shaving utensil, was named after King Camp Gillette, product inventor and company founder.2 Levi’s jeansfirst appeared during 1860s, is a symbol of clothing culture. Named after a German immigrant, Levi Strauss, who made this kind of hard clothing for gold miners during the Gold Rush in American history.家乐氏Car brand namesnamed from the company founders.Ford, Chrysler, Benz, Rolls-Royce, Porsche, Renault, Citroen, Ferrari, etc.1.1.2 Product inventor1.1.3 Myth personal namesOther interesting myth brand names in WestOrion DaphneChiron ElfMilo TritonMazda1.2 Using place namessuch as Nokia, Champaigne, Cognac.Imaginary place names can also be used such as Eden Vale, Shangri-La, Avalon. Longines, Swiss watchPerrier and AvonPerrier is the brand name of a mineral water product produced in France.1.3 Using other proper namesOraclea computer software brand name, comes from oracle, the divine source from which people can get knowledge from god.Olympusthe brand of Japanese electronic products, derived from a proper name2. Naming after dictionary wordsIn English lexicology, we have mainly five methods of word-formation, i.e.CompoundingShorteningBlendingAffixationDeviationInvention3.1 CompoundingBand-Aidpalmolive.Coca-ColaMasterCard and DieHard3.2 ShorteningMobilOil products, shortened from mobile.FabA brand name of detergent, shortened from fabulous.Fanta and CharminIntuit and PepsiAsicsA Japanese sporting product name, abbreviation from Latin phrase anima sana in corporesano (wise mind in strong body).NortelCanadian telecom brand name, from Northern Telecommunications3.3 BlendingTechnical brand name, from technology and electronics （美国泰克）.Rolex and Motorola3.4 DeviationKool-Aid and Compaq3.5 InventingKodakExxon3.6 Affixation2.1 Linguistic consideration2.3 Marketing consideration3. Five principles in brand naming memorabilitymeaningfulness transferabilityadaptabilityprotectability3.1 Memorability3.2 Meaningfulness3.3 Transferability3.4 Adaptability3.5 Protectability4.1 Descriptive brand names4.2 Suggestive brand names4.3 Arbitrary brand names4.4 Fanciful brand namesMen always remember love because of romance only.男人总是因为浪漫而记住爱情。