你不能不知道的广告英文

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