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你应该知道的广告英文知识  

2008-04-18 09:55:21|  分类: 设计杂谈 |  标签: |举报 |字号 订阅

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你应该知道的广告英文知识

1. What is advertising? 什么是广告?
Build animpression on the consumer’s mind in order to have consumers by certain product。
在消费者脑海中建立一个印象,使得消费者购买某项产品。

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 媒介计划
Media Plan Presentation 媒介计划提案
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行销计划                                                                 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)服务代理商                              Account Service客户服务
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客户服务总监(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购买后分析
Media Executive媒介执行                                                             Media Planner媒介计划人员
Media Buyer媒介购买人员                                                           Media Plan媒介计划
Media Objective媒介计划                                                             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 Seperation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市调计划                                                       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                                                                                    Partenership伙伴关系
Hand-outs,Hard Copy 硬拷贝(纸上的文件)                     Proposal企划案

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