AdvertisementEnglish Terms.doc
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1、Week 1Advertising n.广告业;登广告adj. 广告的;广告业的Advertisement 广告;宣传P9-11 different types of advertising Consumer advertising 消费者广告Business advertising 企业广告Trade advertising 贸易广告Professional advertising 媒介性广告Agriculture advertising 农业广告Local advertising 地方性广告Retail advertising 零售广告Regional advertising 区域性广告N
2、ational advertising 国内广告International advertising 国际广告Print advertising 纸质广告Broadcast advertising 广播广告Out-of-home advertising Product advertising 产品广告Non-product advertising 非产品广告Commercial advertising 商业性广告Noncommercial advertising 非商业性广告Non-action advertising 非行动广告Action advertising 行动广告Awareness
3、advertising 知晓广告Direct-response advertising 直接反应广告Image advertising 形象广告Regular price-line advertising 常规价格广告Public relations advertising 公关广告Industrial advertising 产业广告Institutional advertising 机构广告Direct-mail advertising Implied consumer 预定消费者/默认消费者Actual consumer 实际消费者Sponsorial consumer 资助性消费者We
4、ek 2Informative advertising 信息式广告Persuasive advertising 劝导性广告Marketing 市场营销Classified advertisement 分类广告Editorial 社论的Advertorial 社论式广告/软文Week 3Brand 品牌Branding 品牌术Brand recognition 品牌识别Brand recall 品牌回想Brand loyalty 品牌忠诚度Brand extension Viral marketing 病毒式营销Viral advertising 病毒式广告 Week 4Competitive
5、advantage 竞争优势The Basic Model of Communication Source / sender 来源Encoding 编码Message 信息Channel 渠道Receiver Decoding 解码;解读信息Feedback 回馈;反馈Noise 干扰因素Advertising Communication Model Advertising Client 广告客户Creator of ad Spokesperson 代言人Autobiographical message Narrative message 叙述式Drama Propaganda 宣传“reas
6、on-why” & “atmosphere” advertising Hard sell ad 硬性销售广告Soft sell ad 软性销售广告Brand Equity 品牌资产Subliminal advertising 潜意识广告Week 6consumer market 消费者市场business market buying pattern / Shopping pattern /Consumption Patterns 消费模式Trade Market 贸易市场 Industrial Market 产业市场/生产者市场 Professional Market 专业服务市场 endor
7、sement Institutional Market 机构市场 End-customer Advertising 终端消费者广告Week 74p theory 4p理论Product 产品Consumer goods Convenience goods Staple goods 稳定性商品impulse goods 冲动性产品Emergency goods Shopping goods Specialty goods Unsought goods industrial goods 工业产品psychological pricing / odd price 心理价格Price 价格Place
8、/ Distribution 分销Promotion 宣传;推广;促销Competitive advantage 竞争优势Week 8“Megamarketing” Mix theory MarComMarCom MixMarCom Manager Marketing plan 市场营销计划Week 9Personal communication Non-personal communication Direct Marketing mail-order house Coupons 优惠券Cents-off coupons 减价优惠券Inserts Telemarketing online m
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