常用广告学英文语.ppt

常用广告学英文术语Marketing市场营销Advertising广告4A(AmericanAssociationofAdvertisingAgencies)美国广告商协会MedisonAvenue麦迪逊大道Media媒介AE(AccountExecutive)广告业务员、联络员CD(CreativeDirector)创意总监Idea创意SP(salespromotion)销售促进DM(Directmail)mercialmessage)mercialfilm)广告片salespoint卖点position定位brand品牌trademark商标brainstorming头脑风暴USP(uniquesellingproposition)独特销售主张CIS(corporateidentificationsystem)企业识别系统MI(MindIdentity)理念识别BI(BehaviorIdentity)行为识别VI(VisualIdentity)视觉识别AdvertisingTarget广告目标IMC(munications)整合营销传播4P(product,price,place,promotion)产品、价格、渠道、促销4C(customer,cost,munication)消费者,成本,便利,传播5W(who,saywhat,towhom,inwhichchannel,withwhateffects)ROI(Relevance,Originality,Impact)相关性,原创力,冲击力SWOT(Strengths,weakness,opportunities,threats)优势,劣势,机会,威胁STP(Segmenting,targeting,positioning)市场细分,目标市场,定位BI(BrandImage)品牌形象理论BC(BrandCharacter)品牌个性理论