| 原文 | 译文 | 详情 |
|---|---|---|
| 倡导型广告 | advocacy advertising | - |
| 客户主管 | Account Executive | - |
| 客户策划 | Account planning | - |
| 客户部 | Account Services | - |
| 广告主 | Advertise | - |
| 企业广告部 | Advertising Department | - |
| 广告代理商 | agency | - |
| 美术指导 | Art Director | - |
| B2B广告 | business-to-business advertising (B2B advertising) | - |
| 商业广告 | commercial advertising | - |
| 消费模式 | consumerism | - |
| 首席执行长官 | Chief Executive Officer(CEO) | - |
| 广告撰告人 | Copywriter | - |
| 创作部 | Creative Department | - |
| 创意总监 | Creative Director | - |
| 虚假广告 | deceptive advertising | - |
| 最终用户、实际使用者 | end-user | - |
| 管理监督 | Management Supervisor | - |
| 市场占有率 | Market share | - |
| 市场营销 | Marketing | - |
| 媒介部 | Media Department | - |
| 媒体策划 | media planning | - |
| 全国性广告 | national advertising | - |
| 非商业广告 | noncommercial advertising | - |
| 专业服务型广告 | professional advertising | - |
| 公益广告 | public service advertising(PSA) | - |
| 吹捧式的广告 | puffery | - |
| 零售商广告 | retail advertising | - |
| 同属同-集团的广告公司 | Sister agency | - |
| 制作公司 | supplier | - |
| 流程协调部 | Traffic Department | - |
| 头脑风暴法 | Brainstorming | - |
| 媒体预算 | media budge | - |
| 媒体组合 | media mix | - |
| 公共关系 | public relations(PR．) | - |
| 先验估汁(演绎法) | A priori | - |
| 实测值(归纳法) | A posteriori | - |
| 品牌屏蔽测试 | debranding | - |
| 案头调研 | desk research | - |
| 双盲测试(指实验组和对照组) | double-blind | - |
| 现场调查 | fieldwork | - |
| 市场调查 | market research | - |
| 软性广告 | content integration | - |
| 广告成本效益 | cost effective | - |
| 贴身式营销 | grass roots marketing | - |
| 整合营销传播 | integrated marketing communication | - |
| 媒介代理 | media service | - |
| 企业合并 | merger | - |
| 在线广告 | online advertising | - |
| 焦点广告 | point-of-purchase （pop） | - |
| 策略性公益事业 | strategic philanthropy | - |
| 目标受众 | target audience | - |
| 目标受众 | Target Audience | - |
| 网站设计 | web design | - |
| 联袂营销 | co-marketing | - |
| 企业识别 | corporate identity | - |
| 人口统计特征营销 | demographic marketing | - |
| 直邮广告 | direct mail(DM) | - |
| 直销 | direct marketing | - |
| 活动策划 | event planning | - |
| 展台 | exhibition stand | - |
| 整合品牌传播 | integrated branding | - |
| 企业内部沟通 | internal corporate communications | - |
| 产品涉入 | product placement | - |
| 零售市场区域 | retail space | - |
| 促销活动 | sales promotion | - |
| 业务渠道 | trade channels | - |
| 行业刊物 | vertical publications | - |
| 传染式营销 | viral marketing | - |
| 统一传播口径 | speak with One voice | - |
| 报刊广告插页 | Blow in card | - |
| 异议式、对抗式广告 | Counter advertising | - |
| 陈列式广告 | Display advertisement | - |
| 霓虹灯广告 | Electric spectacular | - |
| 非装订广告插页 | Free-standing insert | - |
| 企业专刊(杂志) | House organ | - |
| (超市内)堆头式陈列 | Island display | - |
| 邮购广告 | mail-order advertising | - |
| 家外媒体 | out-of-home advertising | - |
| 手绘广告牌 | painted bulletin | - |
| 传阅读者 | pass-along reader | - |
| 用印刷画 面拼贴的广告牌 | poster panel | - |
| 货架插件广告物 | shelf screamers | - |
| 辅助媒体(非大众传媒) | supplementary media | - |
| 广告载体 | vehicle | - |
| 广告策划 | ad planning | - |
| 文案大纲 | copy platform | - |
| 创意策略 | creative stratgy | - |
| 时段 | Day part | - |
| 衰退常数 | Decay constant | - |
| 效果层级理论 | hierarchy-of-effect theory | - |
| 市场状况 | market profile | - |
| 市场细分 | market segmentation | - |
| 劝服过程 | persuasion process | - |
| 品类诉求广告 | primary demand advertising | - |
| 产品消费量细分 | product-related segmentation | - |
| 选样性诉求(品牌)广告 | selective demand advising | - |
| 软销，感受型广告 | soft sell | - |
| 悬念式(调味)广告攻势 | teaser campaign | - |
| 经验法则 | rule-of thumb | - |
| 绿色策略式广告 | green advertising | - |
| 形象广告 | image advertising | - |
| 全国性品牌 | national brand | - |
| 品牌管理 | product management | - |
| 品牌管理 | Brand Management | - |
| 产品定位 | product positioning | - |
| 受众数(特定周期内) | zccumulation | - |
| 重复受众 | audience duplication | - |
| 品牌成长指数 | brand development index | - |
| 销量成长指数 | category development index(CDI) | - |
| 累计（总）覆盖率 | cumulative coverage | - |
| 总收视点 | gross rating points | - |
| 媒体集合理论 | media concentration theory | - |
| 媒介优势理论 | media dominance theory | - |
| 节目到达率 | program delivery rate | - |
| 空余时段 | availability | - |
| 持续型排期 | continuity | - |
| 持续型广告 | continuous advertising | - |
| 非黄金时段 | fringe time | - |
| 节目(频道)凝聚力 | holding power | - |
| 黄金时报 | prime time | - |
| 栏栅式(或间隔式)排期 | pulsing | - |
| 拦路广告 | roadblock | - |
| 非指定时段 | run-of-schedule(ROS) | - |
| 交错排期 | staggered schedule | - |
| 波浪式排期 | wave scheduling | - |
| 广告磨损 | wear out | - |
| 被淹没的广告位 | buried position | - |
| 专用广告位置 | franchised position | - |
| 广告版位定购 | insertion order | - |
| 独立广告版位 | island position | - |
| 地方性广告 | local advertising | - |
| 补偿广告 | make good | - |
| 媒体购买代理 | media buying service | - |
| 小范围播放(窄播) | narrow casting | - |
| 首选广告版位 | preferred position | - |
| 分版刊登 | split run | - |
| 广告市价 | card rate | - |
| 定向发行量 | controlled circulation | - |
| 每收视点成本 | cost per point(CPP) | - |
| 每千人成本 | cost per thousand(CPM) | - |
| 媒体折扣价 | earn rate | - |
| 统一价格 | flat rate | - |
| 电波广告刊例 | grid card | - |
| 承诺发行量 | guaranteed circulation | - |
| 横向出版物 | horizontal publication | - |
| 客户总监 | AD（Account Director） | - |
| 附加价值 | Add Value | - |
| 分析工具 | Analysis Tools | - |
| 线上活动 | ATL (Above the Line) | - |
| 公众认知度 | Audience Awareness | - |
| 企业行为识别系统 | BI (Behavior Identity) | - |
| 竞标 | Bidding | - |
| 品牌传播战略 | Brand Communications Strategy | - |
| 品牌忠诚度 | Brand Loyalty | - |
| 品牌策划/设计 | Brand Planning/Designing | - |
| 品牌定位调查 | Brand Positioning Survey | - |
| 品牌定位 | Brand Positioning | - |
| 品牌推广 | Brand Promotion | - |
| 品牌战略 | Branding Strategy | - |
| 线下活动 | BTL (Below the Line) | - |
| 商业计划 | Business Model | - |
| 经营哲学 | Business Philosophy | - |
| 案例研究 | Case study | - |
| 企业形象识别系统 | CIS （Corporate Identity Sysetm） | - |
| 客户数据管理 | Client Database Management | - |
| 客户导向战略 | Client Oriented Strategy | - |
| 客户关系 | Client Relations | - |
| 客户满意度管理 | Client Satisfaction Management | - |
| 剪报报告 | Clipping Report | - |
| 传播模式 | Communication Model | - |
| 新闻夹 | Communications Kit | - |
| 传播管理 | Communications Management | - |
| 传播地域 | Communications Regions | - |
| 传播战略 | Communications Strategy | - |
| 保密条款 | Confidential Items | - |
| 交互式翻译 | Consecutive Interpretation | - |
| 顾客数据 | Consumer Database | - |
| 消费者导向 | Consumer Orientation | - |
| 用户/经销商大会 | Consumers/Dealers Assembly | - |
| 公关文案 | Copywriting | - |
| 核心竞争力 | Core Competitiveness | - |
| 核心媒体 | Core Media | - |
| 企业声誉 | Corporate Reputation | - |
| 成本控制 | Cost Control | - |
| 危机控制 | Crisis Control | - |
| 客户证言 | Customer testimonial | - |
| 产品演示台 | Demo Booth | - |
| 分销商 | Distributor | - |
| 媒体刊登计划 | Editorial Calendar | - |
| 有效传播 | Effective Communications | - |
| 环境分析 | Environment Analysis | - |
| 执行阶段 | Executing Phase | - |
| 时尚产业 | Fashion Business | - |
| 财务管理 | Finance Management | - |
| 政府公关 | Government PR | - |
| 人力资源管理 | Human Resource Management | - |
| 整合营传播 | IMC (Integrated Marketing Communications) | - |
| 激励计划 | Incentive Plan | - |
| 行业参与 | Industry Participation | - |
| 输入级评估工具 | INPUTS Evaluation Tools | - |
| 整合管理 | Integration Management | - |
| 网上互动公关 | Interactive PR | - |
| 内部期刊 | Internal Magazine | - |
| 内部传播系统 | Internal Communications System | - |
| 内部公关 | Internal PR | - |
| 国际公关 | International PR | - |
| 网络传播 | Internet Communications | - |
| 网媒传播 | Internet Media Communications | - |
| 人际传播 | Interpersonal Communications | - |
| 绩效考核 | Job Evaluation | - |
| 大客户 | LA（ Large Account） | - |
| 大客户 | LE （Large Enterprise） | - |
| 法律义务 | Legal Duty | - |
| 产品生命周期 | Life Cycle of the Products | - |
| 长期项目 | Long Term Program | - |
| 营销传播 | Marcomm（Marketing Communications） | - |
| 市场分析报告 | Market Analysis Report | - |
| 营销传播组合 | Marketing Communications Mix | - |
| 市场份额 | Marketshare | - |
| 大众媒体 | Mass Media | - |
| 媒介助理 | Media Assistant | - |
| 媒体分析 | Media Analysis | - |
| 媒体传播战略 | Media Communications Strategy | - |
| 媒体覆盖率 | Media Coverage | - |
| 媒介总监 | Media Director | - |
| 媒体垂询 | Media Inquiry | - |
| 媒体资料包 | Media Kit | - |
| 媒体监测 | Media Monitor | - |
| 促销物品 | Merchandise | - |
| 企业理念识别 | MI (Mind Identity) | - |
| 企业媒体声望指数 | MI（Media Index) | - |
| 月报 | Monthly Report | - |
| 多职能任务小组 | Multifunctional Task Force | - |
| 国家公共关系职业资格标准 | National Standards of the PR Professional Qualification | - |
| 负面报道 | Negative Report | - |
| 新产品发布 | New Product Launch | - |
| 新闻发布 | News Release | - |
| 非营利机构公关 | No-profit PR | - |
| 卓越公共关系管理标准 | Norms of Excellent PR Management | - |
| 目标诊断 | Objective Diagnosis | - |
| 线上广告 | Online Advertisement | - |
| 线上营销传播 | Online Marketing Communications | - |
| 网上路演 | Online Roadshow | - |
| 开放日参观 | Open-day Visits | - |
| 输出级评估工具 | OUTCOMES Evaluation Tools | - |
| 效果级评估工具 | OUTPUTS Evaluation Tools | - |
| 外包 | Outsourcing | - |
| 策划阶段 | Planning Phase | - |
| 导购点广告 | POP (Point Of Purchase Advertising) | - |
| 公关公司 | PR Agency | - |
| 公关顾问服务市场 | PR Consulting Market | - |
| 公关顾问实务 | PR Consulting Practice | - |
| 公关顾问工具 | PR Consulting Tools | - |
| 公共关系总监 | PR Directorr | - |
| 公关评估 | PR Evaluation | - |
| 公关建议书 | PR Proposal | - |
| 公共关系主管 | PR Supervisor | - |
| 预评估 | Pre-evaluation | - |
| 新闻发布会 | Press Conference | - |
| 预警管理 | Procurement Management | - |
| 产品评测 | Product Test | - |
| 专业协会 | Professional Association | - |
| 职业认证 | Professional Certification | - |
| 项目生命周期 | Project Life Cycle | - |
| 项目管理 | Project Management | - |
| 项目委托人 | Project Owner | - |
| 公众舆论 | Pubic Opinion | - |
| 公共事务 | Public Affairs | - |
| 公关危机 | Public Relations Crisis | - |
| 公关管理 | Public Relations Management | - |
| 质量控制 | Quality Control | - |
| 调查问卷 | Questionnaire | - |
| 报价 | Quotation | - |
| 声誉管理 | Reputation Management | - |
| 经销商 | Reseller | - |
| 长期客户 | Retainer | - |
| 风险管理 | Risk Management | - |
| 高级客户经理 | SAM（Senior Account Manager） | - |
| 范畴管理 | Scope Management | - |
| 高级顾问 | Senior Consultant | - |
| 同声传译 | Simultaneous interpretation | - |
| 赞助策划 | Sponsorship Planning | - |
| 战略咨询 | Strategic Consulting | - |
| 战略传播系统 | Strategy Communications Systems | - |
| 优势、劣势、机遇、威胁分析 | SWOT analysis | - |
| 任务营销 | Task Marketing | - |
| 双向非平衡模式 | Two-way Asymmetry | - |
| 双向传播 | Two-way Communications | - |
| 双向平衡模式 | Two-way Symmetry | - |
| 行业媒体 | Vertical media | - |
| 视觉识别 | VI (Visual Identity) | - |
| 曝光信息份额 | Voiceshare | - |
| 特小客户、超小客户 | VSB （Very small business） | - |
| 白皮书 | Whitepaper | - |
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