1、平面設(shè)計(jì) graphic design企業(yè)識別系統(tǒng) corporate identity system企業(yè)視覺形象計(jì)劃 corporate visual identity program標(biāo)識 logo標(biāo)識圖案 logo pattern標(biāo)準(zhǔn)字體 logotype商標(biāo) trademark標(biāo)準(zhǔn)色彩 house color獨(dú)特風(fēng)格 house style提案及制定該機(jī)構(gòu)視覺形象計(jì)劃的*作標(biāo)準(zhǔn)手冊 corporate design manual視覺辨認(rèn)力測試 legibility test色彩樣本條 colour swatch提案 presentation紙類 stationery營業(yè)報(bào)告書 annua

2、l report理念識別 Mind Identity行為識別 Behaviour Identity視覺識別 Visual Identity商標(biāo)、標(biāo)志 trademark and signs標(biāo)志 logo (sign)包裝設(shè)計(jì) packaging design書籍裝禎 book binding商業(yè)美術(shù) commercial arts商業(yè)攝影 commercial photography字體設(shè)計(jì) literature design櫥窗設(shè)計(jì) window display容器造型 container modelling插圖 illustrations廣告 advertisement美術(shù)字 artist

3、ic calligraphy廣告畫、宣傳畫 poster手提袋 hand bag購物袋 shopping bag美國廣告協(xié)會AAAA the American Association of Advertising Agencies（在廣告公司和廣告客戶之間起聯(lián)系作用的）廣告負(fù)責(zé)人 account executive即興廣告 adlib廣告 advertising廣告代理人、廣告公司 advertising agency廣告代理人 advertising agent廣告經(jīng)紀(jì)人 advertising broker廣告記錄表 advertising calendar廣告周期 advertising

4、 cycle廣告經(jīng)理 advertising manager廣告調(diào)研 advertising research廣告中間商 agent middlemen銷售分析 anatomy of a sale（電視、廣播廣告的）最后定稿 answer print美術(shù)指導(dǎo) art director廣告中的非文字部分 art of Art work字母的上半（或下半）出頭部分 ascender廣告初稿的編排草稿 asymmetrical layout廣告妙語 attention getter廣告對象 audience廣告的有聲部分 audio廣告正文 body copy商品的品牌名稱 brand name廣播

5、廣告 broadcast advertising小冊子 brochure產(chǎn)業(yè)出版物 business publication購買動機(jī) buying motive月歷設(shè)計(jì) calendar商品說明書 catalogue分類廣告 classified advertising商業(yè)廣告 commercial advertising商業(yè)廣告藝術(shù)家 commercial artist消費(fèi)者廣告 consumer advertising消費(fèi)者 consumers合作廣告 cooperative advertising廣告撰稿負(fù)責(zé)人 copy chief廣告（文案）撰稿員 copywriter廣告語句（文案）

6、創(chuàng)作 copy writting公司廣告部 corporate advertising department（廣告）創(chuàng)意大綱 creative platform工業(yè)廣告 industrial advertising廣告插頁 insert封面內(nèi)頁 inside front cover封底內(nèi)頁 inside back cover封底 back cover國際廣告 international advertising廣告布局（版式） layout廣告時間 time spot廣告預(yù)算 task budgeting（一種成本極底的）廣告?zhèn)鲉?throwaways（印有廣告商品或廣告信息的）小商品 spec

7、ialities廣告口號、標(biāo)語 slogan車站廣告牌 station poster 發(fā)行量審核局ABC出血bleed批量折扣bulk discounts行業(yè)雜志business magazines發(fā)行量審核circulation audit分類廣告classified ads紐約分類廣告網(wǎng)絡(luò)CANNY分類圖片廣告classified display ads截稿日期closing date彩色樣品紙條color strip混合收費(fèi)制combination rates消費(fèi)者雜志consumer magazines合同收費(fèi)制contract rate贈閱發(fā)行controlled circulati

8、on聯(lián)合形式cooperative/co-op programs千人成本CPM封面日期cover date封面位置cover position購物雜志custom magazine日報(bào)daily newspapers人口版demographic editions圖片廣告display advertising廣告印象advertising impression廣告反應(yīng)曲線advertising response curve注意度attention value受眾audience受眾目標(biāo)audience objectives間歇式排期blinking品牌開發(fā)指數(shù)brand development

9、index集中式bursting品種開發(fā)指數(shù)category development index發(fā)行量circulation持續(xù)性continuity持續(xù)式continuous schedule成本效益cost efficiency單位成本cost per point千人成本cost per thousand創(chuàng)意組合creative mix分布目標(biāo)distribution objectives有效頻次effective frequency有效到達(dá)率effective reach暴露值exposure value市場、資金、媒介、組合、方法5Ms起伏式flighting schedule頻次fr

10、equency廣告津貼advertising allowance回購津貼buyback allowance目錄catalog減價(jià)促銷cents-off promotion套裝贈送combination offer公司大會與經(jīng)銷商聚會company conventions & dealer meetings消費(fèi)者銷售推廣consumer sales promotion競賽contest聯(lián)合廣告cooperative/co-op advertising優(yōu)惠券coupons顧客終身價(jià)值customer lifetime value數(shù)據(jù)進(jìn)入data access數(shù)據(jù)管理data managem

11、ent數(shù)據(jù)庫database數(shù)據(jù)庫營銷database marketing直接營銷direct marketing直接反應(yīng)廣告direct-response advertising直接銷售戰(zhàn)略direct-sales strategy直接銷售direct selling陳列津貼display allowance易地銷售diverting明確表示affirmative disclosure美國廣告聯(lián)盟AAF美國廣告公司協(xié)會AAAA全國性廣告主協(xié)會ANA商業(yè)促進(jìn)局BBB停止/中止令cease-and-desist order比較廣告comparative advertising服罪判決書conse

12、nt decree消費(fèi)者保護(hù)團(tuán)體consumer advocate消費(fèi)者信息網(wǎng)絡(luò)consumer information networks消費(fèi)者保護(hù)主義consumerism版權(quán)copyright更正廣告corrective advertising欺騙性廣告deceptive advertising推薦endorsements道德廣告ethical advertising聯(lián)邦通訊委員會FCC聯(lián)邦貿(mào)易委員會FTC食品與藥品管理局FDA知識產(chǎn)權(quán)intellectual property長期宏觀論long-term macro arguments全國廣告處NAD國家廣告審查局NARB國家廣告審查委員

13、會NARC非產(chǎn)品事實(shí)nonproduct facts營養(yǎng)標(biāo)識與教育法Nutritional Labeling and Education Act專利patent廣告調(diào)查advertising research態(tài)度測試attitude tests中心場所測試central location tests混雜測試clutter tests直接提問法direct questioning試驗(yàn)法experimental method小組討論focus group正試調(diào)查formal research成見效應(yīng)halo effect深度訪問in-depth interview非正式/試調(diào)查informal r

14、esearch查詢測試inquiry tests深度調(diào)查技術(shù)intensive techniques營銷信息系統(tǒng)marketing information system, MIS營銷調(diào)查marketing research市場markets媒介種類media class媒介調(diào)查media research媒介細(xì)分media subclass媒介單位media units媒介載體media vehicles產(chǎn)品merchandise廣告訊息advertising message廣告計(jì)劃advertising plan廣告戰(zhàn)略advertising strategy自下而上式營銷bottom-up

15、 marketing傳播媒介communiciations media企業(yè)目標(biāo)corporate objectives創(chuàng)意組合creative mix試驗(yàn)調(diào)查法empirical research method整合營銷傳播integrated marketing communication顧客終身價(jià)值lifetime customer value營銷目標(biāo)marketing objectives營銷計(jì)劃marketing plan營銷戰(zhàn)略marketing strategy需求一滿足式目標(biāo)need-satisfying objectives目標(biāo)/任務(wù)法objective/task method銷

16、售百分比法percentage-of -sales method產(chǎn)品概念product concept關(guān)系營銷relationship marketing銷售定向式目標(biāo)sales-target objectives市場份額法/廣告份額法share-of-market/share-of-voice method形勢分析situation analysis利益相關(guān)者stakeholder態(tài)度attitude品牌興趣brand interest品牌忠誠brand loyalty企業(yè)市場business markets影響中心centers of influence有意勸服路徑central rout

17、e to persuation認(rèn)知cognition消費(fèi)行為consumer behavior消費(fèi)者決策過程consumer decision making process消費(fèi)者市場consumer markets文化culture現(xiàn)有顧客current customers詳盡可能性模型Elaboration Likelihood Model環(huán)境因素environment選擇評估evaluation of alternatives評估標(biāo)準(zhǔn)evaluative criteria參考組evoked set交換exchange政府市場government markets習(xí)慣habit需要層次hier

18、achy of needs工業(yè)市場industrial markets信息性動機(jī)informational motives人際影響interpersonal influences認(rèn)知learning市場market賣主marketers廣告禮品advertising specialty自動取款機(jī)ATM基本巴士單位basic bus展臺booths路牌bulletin structure車內(nèi)尾部招貼car-end posters電影貼片廣告cinema advertising名錄directories8張招貼eight-sheet posters電子顯示屏electronic signs陳列品e

19、xhibits陳列媒介exhibitive media全面登場full showing全球定位系統(tǒng)GPS車內(nèi)廣告牌inside cards100露出數(shù)100showing戶外媒介out-of-home media車體招貼outside posters包裝packaging獎品premiums產(chǎn)品安插product placement登場showing看板spectaculars標(biāo)準(zhǔn)戶外廣告standardized outdoor advertising成品招貼stock posters優(yōu)惠贈券take-ones出租車外殼taxicab exteriors終點(diǎn)站招貼terminal poster

20、s30張招貼架30-sheet poster panel整車牌位total bus商業(yè)展示會trade shows交通廣告transit advertising客戶主管、客戶聯(lián)絡(luò)Aes客戶策劃account planning廣告代理公司advertising agency藝術(shù)指導(dǎo)art directors美術(shù)工作室art studios全國性廣告主協(xié)會ANA品牌經(jīng)理brand manager企業(yè)對企業(yè)廣告公司business-to-business agency集中式廣告部centralized advertising department分類廣告classified advertising清

21、倉廣告clearance advertising聯(lián)合廣告cooperative advertising文案copy文案人員copywriters創(chuàng)意工作室creative boutique創(chuàng)意總監(jiān)creative director分散式體制decentralized system部門式departmental system發(fā)展期development stage數(shù)字互聯(lián)媒介digital interactive media直郵廣告direct-mail advertising電子媒介electronic media手續(xù)費(fèi)代理費(fèi)混合制fee-commission combination外國媒介f

22、oreign media全面服務(wù)公司fullservice advertising agency普通消費(fèi)者廣告公司general consumer agency全球性賣主global marketers集團(tuán)式group system橫向聯(lián)合廣告horizontal cooperative advertising專屬廣告公司in-house agency獎勵制incentive system獨(dú)立制作社independent production house獨(dú)立調(diào)查公司independent research company機(jī)構(gòu)廣告institutional advertising行為廣告acti

23、on advertising實(shí)際消費(fèi)者actual consumer廣告advertising農(nóng)業(yè)廣告agricultural advertising作者author自傳式訊息autobiographical message知曉廣告awareness advertising品牌術(shù)branding工商廣告business advertising企業(yè)對企業(yè)廣告business-to-business advertising渠道channel輔助材料collateral materials消費(fèi)者廣告consumer advertising消費(fèi)者consumer譯碼decode直接反應(yīng)廣告direct

24、-response advertising戲劇式訊息drama message編碼encode農(nóng)場廣告farm advertising反饋feedback全球性廣告global advertising商品goods觀點(diǎn)ideas形象廣告image advertising預(yù)定消費(fèi)者implied consumer工業(yè)時期industrial age工業(yè)化時期industrializing age國際廣告international advertising地方性廣告local advertising營銷marketing營銷傳播marketing communications廣告網(wǎng)絡(luò)ad netwo

25、rks廣告查詢ad request橫幅廣告banner闊幅說明書broadsides手冊brochures商業(yè)回郵件business reply mail按鈕button有線調(diào)制解調(diào)器cable-modem目錄catalogs光驅(qū)CD-ROM分類廣告Web站classified ad Web site點(diǎn)擊率click rate點(diǎn)進(jìn)率click-throughs編輯名錄compiled lists小甜餅cookies立體創(chuàng)意直郵creative dimensional direct mailing數(shù)字互動媒介digital interactive media直接電腦Direct PC直郵廣告di

26、rect-mail advertising折頁folders主頁home pages專屬名錄houselists內(nèi)部刊物house organs互動電視interactive TV互聯(lián)網(wǎng)Internet互聯(lián)網(wǎng)服務(wù)供應(yīng)商Internet service provider插播廣告interstitial關(guān)鍵詞keyword電腦亭kiosk信件公司letter shop名錄經(jīng)紀(jì)人list broker郵件反應(yīng)名錄mail-response lists明信片postcards推播技術(shù)push technology執(zhí)行證明書affidavit of performance受眾構(gòu)成audience composition受眾占有率audience share時間表avails一刻平均聽眾數(shù)averag