1、广告业常用英文术语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 （asiapacific) 亚太区ar list 任务清单atl （above the line） 线上活动attachme
2、nt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 managem
3、ent consulting firm品牌管理顾问公司brand management品牌管理brand planning/designing品牌策划/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 email 商务电邮business model商业
4、计划business philosophy 经营哲学business strategy 经营战略campaign 公关或营销活动career development 职业发展career planning职业计划case study案例研究category 类别celebration 庆典活动ceo reputation management ceo声誉管理ceos arrangement ceo接待channel 渠道chart 幻灯片中的页面china golden awards for excellence in public relations中国最佳公共关系案例大赛china int
5、ernational 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 ev
6、aluation 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
7、告closing phase结束阶段code of conduct行为准则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consul
8、tant顾问consumer buying process 顾客购买过程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co
9、rporate image企业形象corporate profile公司简介corporate reputation企业声誉corporate video 宣传片cost control成本控制cost management成本管理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危机管理策划crisis management team危机管理小组crisis management危机管理crisis research
10、危机研究crisis statement危机声明crm （customer relationship management)客户关系管理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媒体刊登计划edm（ema
11、il direct marketing)电子邮件营销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 事件策划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
12、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followup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
13、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激励计划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 communi
14、cations 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（institut
15、e 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 enter
16、prise）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长期项目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大众媒体m
17、b（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
18、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na
19、tional 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of
20、fering 服务内容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-ofpocket)杂费、日常工作发生的成本openday 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outsourcin
21、g 外包ov（one voice)一个声音photo library图片库planning phase 策划阶段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公关顾问服务市场pr consulting practice公关顾问实务pr consulting service公关顾问服务pr consulting tools公关顾问工具p
22、r 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公关管理工作准则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
23、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 专业顾问professional fee专业服务费professional grading专业等级project life cycle项目生命周期project management项目管理project owner项目委托人project title项目标
24、题project公关项目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公关顾问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qa问题问答qualified project manager合格的项目经理quality control
25、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回顾、总结risk management风险管理roadshow巡展、路演roi return on investment投资回报率rude question 不友好的问题sae（se
26、nior account executive）高级客户代表、高级客户主任sem(search engine marketing）搜索引擎营销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seo（search engine optimization）搜索引擎优化smo：social media optimization(社会媒体优化）seminar研讨会senior consultant高级顾问senior media executive高级媒介代表senio
27、r 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spons
28、orship planning赞助策划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 供应商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 arti
29、cle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twoway communications双向传播two-way symmetry双向平衡模式ueo （user experience optimization)用户体验优化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
30、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 k
31、it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aver
32、age quarterhour audience一刻平均收听率average quarter-hour rating一刻平均占有率average quarterhour share交换辛迪加barter syndication无线电视broadcast tv有线电视cable tv单位成本cpp千人成本cpm累积听众数cumulative persons累积收听率cumulative rating时段组合daypart mix预定市场区域designated market areas班车时间drive time首播辛迪加firstrun syndication形象移植imagery trans
33、fer信息式广告informercial互相连接interconnect广播电视网networks网外辛迪加offnetwork 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视听率调查服务公司rating services电台指定时间runofstation受众总数total audience总体受众计划total audience plan广告网络ad networks广告查询ad request横幅广告
34、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互联网服务供应商internet service provider销售信函sales letters广告礼品advertising specialty展台b
35、ooths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takeones商业展示会trade shows交通广告transit advertising广告英语术语媒介策划
36、用语广告印象advertising impression广告反应曲线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成本效益cost efficiency单位成本cost per point千人成本cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective
37、 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媒介策划media planning媒介载体media vehiclesaeaccount executive-客户代表，或客户执行.account group-业务小组。appeal point诉求点。brain storming-动脑会议.brand image品牌形象。cfcommercial film-广告影片，不是电视广告脚本，commercial script是电视广告脚本。competitive presenta
38、tion-比稿.copywriter文案（撰文人员）。ci-corporate identity企业识别。creative boutique创意工作室.direct response advertising直效广告。director指导。指导有以下各专业职位:account director（业务指导) creative director(创意指导） arts director（美术指导)copy director（文案指导） media director(媒体指导) planning director（企划指导）finisher完稿员。layout构图。presentation提案。publ
39、ic service advertising公益广告。supervisor总监。account supervisor(业务总监）creative supervisor（创意总监）media supervisor（媒体总监）planning supervisor(企划总监)research supervisor（调查总监)target market目标市场。traffic control specialist（一般简称traffic）制管人员。广告讯息advertisingmessage艺术art艺术方向artdirection艺术家artist美术总监artdirector大创意bigidea
40、头脑风暴法brainstorming传播媒介communicationsmedia概念化conceptualization方案人员copywriter创意纲要creativebrief创意总监creativedirector创意过程creativeprocess创意金字塔creativepyramid创意creative创造creativity感性诉求emotionalappeals控险家explorer事实型思维factbasedthinking信息性informational讯息战略messagestrategy产品概念productconcept理性诉求rationalappeals目标
41、受众targetaudience文字的verbal样片animatic利益式标题benefitheadlines正文bodycopy粗体boldface照相制版camerareadyart表演纲要castingbrief命令式标题commandheadlines末稿comprehensivelayout/comp演示demonstration设计design技巧式正文devicecopy对白/独白式正文dialog/monologcopy旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文institutionalcopy整合广告inte
42、gratedcommercial内容段落interiorparagraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落leadinparagraph生活方式式技法lifestyletechniques标志logotypes助记手段mnemonicdevice音乐式广告musicalcommercials音乐标志musicallogo叙述式正文narrativecopy新闻/信息式标题news/informationheadlines出镜头oncamera拼版pasteup摄影师photographers图片说明式正文picturecaptioncopy方框图
43、片式布局picture-windowlayout招贴式格式poster-styleformat主持人式广告presentercommercial启发式标题provocativeheadlines疑问式标题questionheadlines广播人物radiopersonality脚本script印签seal签名signaturecuts生活片段sliceoflife口号slogans故事板storyboard故事板草图storyboardroughs直截了当式straightannouncement直接推销式正文straight-sellcopy副标题subhead标题句taglines证言te
44、stimonial正文text主题句themelines小样thumbnail收尾trialclose图形部分visuals旁白voiceover模拟校样analogproof动画animation合成片answerprint光圈aperture音控台audioconsole底片baseart出血版bleeds蓝线blueline照相排版术camerareadyart字计算式charactr-countmethod电影摄影师cinematographer截止期closingdate色基colorkey分色colorseparation连续调continuoustones控制室controlro