广告术语中英文于对照.doc

广告术语中英文对照 AAA（美国广告院校协会）????????????????American Academy of Advertising AAAA, 4A’s (美国广告代理商协会)???????American Association of Advertising Agencies ABC (广告发行量稽查会)?????????????????Audit Bureau of Circulations AMA (美国市场营销协会)?????????????????American Marketing Association AIO (行为、兴趣、观点数据库)???????????activity, interesting, opinion IAA (国际广告协会)?????????????????????International Advertising Association POP广告??????????????????????????????? point of purchases SWOT分析、优劣势分析?????????????????? strength, weakness, opportunity, threat 案头研究???????????????????????????????desk research 版权???????????????????????????????????copyright 包装???????????????????????????????????package 保存率?????????????????????????????????keeping rate 报价???????????????????????????????????quotation, cost estimate 备忘录?????????????????????????????????memo 调查对象???????????????????????????????interviewee, respondent, participant 比稿???????????????????????????????????competition, pitch 比较广告???????????????????????????????comparative advertising 边际效用???????????????????????????????marginal utility 标题???????????????????????????????????headline 标志???????????????????????????????????logo, mark 草稿???????????????????????????????????rough 草图???????????????????????????????????sketch 插图???????????????????????????????????illustration 差异性（策略）?????????????????????????differentiation 蒙太奇???????????????????????????????????????montage 免费赠品????????????????????????????????????? give away 命名???? ???????????????????????????????????????naming 模仿????????????????????????????????????????????copy 模型?????????????????????????????????????????? model, pattern 目标对象???????????????????????????????????????target audience 尼尔逊电视调查报告?????????????????????????? Nielsen Television Index 频率???????????????????????????????????????????? frequency 品牌????????????????????????????????????????????brand 品牌策略??????????????????????????????????????? brand strategy 品牌个性（人格化）????????????????????????????? brand personality 品牌购买趋势????????????????????????????????????brand momen