单词部分 1.AAAA—
—America Aociation Of
31.retail advertising——零售商广告 32.subliminal persuasion——阈下劝服 33.target market——目标市场
34.trade advertising——促销产品 35.account——客户项目、客户业务 36.Account Executive——客户主管、客服 37.Account Services——客户部、客户服务 38.advertiser——广告主
39.Advertising Department——企业广告部 40.agency——广告代理商
41.Art Director——美术指导 42.Aistant Partner——董事助理 43.client——客户
44.Copywriter——广告撰稿人
45.Management Supervisor——管理督导 46.market share——市场占有率、市场份额 47.Research Department——调查部 48.Traffic Department——流程协调部 49.brainstorming——头脑风暴法 50.campaign——广告攻势 51.census——普查
52.commercials——影视广告片 53.coupon——赠券、折价券 54.logo——品牌标识
55.media budget——媒体预算 56.media mix——媒体组合 57.promotion——推广用品
58.Situation Analysis——背景分析 59.slogan——广告口号 60.website——主页、网站
61.acquiesce bias——亲善偏向
62.debranding——品牌屏蔽测试、品牌建立、品牌塑造
63.depth interview——深度访谈 64.desk research——案头调研 65.double-blind——双盲测试 66.focus group——焦点小组 67.market research——市场调查 68.panel——重复调查样本本群 69.participant——参与者 70.sample error——抽样误差
71.tabulation——统计制表 72.acquisition——兼并、并购
73.communication cycle——传播循环（周期） 74.competitor——竞争者、对手
Advertising Agencies——美国广告代理商协会
2.B2B——busine to busine advertising—— B2B广告
3.PSA——public service advertising——公益广告
4.CEO——Chief Executive Officer——首席执行官
5.CFO——Chief Financial Officer——首席财
务官
6.PR——public relations——公共关系 7.POP——point-of-purchase——焦点广告 8.CI——corporate identity——企业识别 9.DM——direct mail——直邮广告
10.FSI——free-standing insert——非装订广
告插页
11.AIDA——艾达法则
12.DAGMAR——广告效果评估体系
13.USP——unique selling proposition——独特销售主张
14.BDI——brand development index——品牌成
长指数
15.CDI——category development index——销量成长指数
16.GPRs——gro rating points——总收视点 17.ROS——run-of-schedule——非指定时段广
告 18.IMC
—
—
integrated
marketing
communication——整合营销传播
19.VALS——values and lifestyles research——价值观与生活方式研究
20.advocacy advertising——倡导型广告 21.commercial advertising——商业广告 22.communication proce——传播过程 23.consumer advertising——消费品广告 24.designs——设计稿
25.end-user——最终用户、实际使用者 26.industrial advertising——工业广告
27.institutional advertising——社团机构广告
28.media——媒介
29.ma media——大众媒介 30.pitch——提案
75.content integration——软性广告 76.cost effective——广告成本效益 77.creative——创意
78.gra roots marketing——贴身式营销、草
根营销
79.interactive marketing——交互式营销 80.markets——市场组合
81.online advertising——在线广告 82.positioning——定位 83.print——平面广告媒体
84.strategic philanthropy——策略性公益事业 85.target audience——目标受众
86.brand partnership——品牌搭档、联袂广告 87.branding——品牌个性塑造 88.co-marketing——联袂营销
89.direct marketing——直销
90.ecological sponsorship——生态主题赞助活动
91.event planning——活动策划 92.exhibition stand——展台
93.integrated branding——整合品牌传播 94.product placement——产品植入、产品涉入 95.sales promotion——促销活动
96.strategic partnership——战略伙伴关系 97.viral marketing——传染式营销、病毒式营
销 98.speak with one voice——统一传播口径 99.the edge——优势 100.ad planning——广告策划 101.admen——广告人
102.consumer behavior——消费者行为 103.copy platform——文案大纲
104.creative strategy——创意策略 105.daypart——时段
106.infomercial——电视直销节目 107.market profile——市场状况
108.market segmentation——市场细分
109.product-related segmentation——产品消费
者量细分
110.sales-response function——销售响应功效（函数）
111.seasonality——季节性
112.teaser campaign——悬念式广告攻势 113.corporate advertising——企业广告 114.generic brand——非名牌（产品） 115.image advertising——形象广告 116.line——产品系列
117.name-brand——名牌
118.private brand——零售商自由品牌 119.product differentiation——产品差异 120.product positioning——产品定位
121.tagline——（广告）行动口号 122.utility——好处、用途
123.adjacencies——广告时段（节目与节目之间） 124.archetype——标准受众、原型 125.availability——空余时段
126.back to back——广告连播 127.circulation——发行量 128.continuity——持续型排期
129.continuous advertising——持续型广告 130.flighting——跳跃式广告排期 131.fringe time——非黄金时段
132.holding power——节目（频道）凝聚力 133.piggyback——同一客户广告连播 134.prime time——黄金时段
135.pulsing——脉动式（间隔式）排期 136.roadblock——拦路广告 137.wear out——广告磨损
选词填空：
文段1：
During the 【bid】proce，the【advertising】agency will【pitch】its idea to the prospective client。Whether【retail】advertising for a local merchant，【profeional】advertising directed at doctors，lawyers，etc。【B2B】advertising targeting other companies，or 【noncommercial】【advocacy】advertising promoting an idea，the question the prospect is asking themselves is ，‘Will the plan effectively reach and sway our 【target】’The prospect wants to know if the individual【customer】buying the product or service（whether he/she be the actual【consumer】and【end-user】or not）purchasing the product，service or whether it is they are promoting，will understand the benefit as a result of the agency’s advertising。
文段2：
To place yourself apart from your【competitors】，【positioning】is the key。When developing a【strategy】to do so，some useful techniques include【strategic philanthropy】such as building strong【community】relations。But your【public】do not only include the consumers within your【target audience】，but also individuals in oversight and regulatory bodies for example。Here 【government】relations activities can help。And proper 【analysis】of the present environment can help you reach your【objectives】and make the work more【cost effective】
文段3
The first ad campaign used【roadblocks】to catch the 6 p·m· viewers on almost every channel at once。They【piggybacked】the ads one after another during【primetime】，and did so every third week consistent with a【pulsing】schedule。
However，the second campaign had a much smaller media budget。They had le control because they were forced to schedule ads【ROS】to cut costs。They simply had to go with whatever【availabilities】there were，including during【fringe times】。They could not afford to use【continuous advertising】since the cost of year-round scheduling was too great for them。And unlike the first campaign，this one suffered early【wear out】because they were unable to produce enough different ads to keep the campaign 【fresh】and new。
翻译：（未完成）
New to research? 初次做调查吗？
So you want to do advertising and market research? Here are a few things you should know to get started.你打算做广告或者做市场调研吗？在动手之前你应该了解一些行情。
While there is a plethora of research methods and techniques, all of them can pretty much be boiled down to two different categories based on the information each obtains.虽然调查方法和技术有很多，它们所获取的信息决定了所有的方法和技术能够大致的归纳为不同的两大类。
So if what you need are numbers(7out of 10 people in Beijing prefer this type of toothpaste, for examlpe) you want quantitative research.如果你要的是数字（例如，在北京有七成的人喜欢这类牙膏）就采用定量研究
If you want to gain a particular sort of understanding(to answer questions of ‘why?’ people do something, and not merely ‘what?’ they do ) you want qualitative research.如果你想就某一类问题形成特定的理解，（回答人们‘为什么’会做某事而不仅仅是他们‘做什么’之类的问题）就需要定性的研究。
To do research effectively, you need to decide whether to employ an a priori or a posteriori
approach, since it may seriously affect whether or not to you choose to endorse the final findings.为使调查更有效，你需要决定是采用演绎法还是归纳法，因为这对你是否决定认可最终的结论将产生至关重要的影响。
If you wait until the research is complete to start setting objectives, this may bias your results.Furthermore, be mindful of the way you phrase your questions, whether for qualitative or quantitative research.When creating questions, try not to construct clauses with multiple variables such as those used in double-barreled questions.This can create a biased question.如果你等到调查完成时再开始设定目标就可能使你的结果出现偏差。此外，无论定性还是定量的调研都应注意你设计问题的措辞方法。设计问卷时，不要使用诸如两难问题之类的多重易变的子句来构成问题，这会形成一个有偏差的问题。
You may want to only use dichotomous questions or other limited response questions (such as using Likert Scale questions ) in order to gain quantitative data.However, a more open-ended question will generally yield great depth from the respondent.This can be very useful when you are seeking qualitative data.
为了获得定量的数据，你可能只需使用两分问题或其他限定回答的问题（例如采用莱克特测量法的问题）。但是，一个可变自由地回答的问题通常会从回答者那里获得相当细的信息，当你寻找定性的数据时这样的信息非常有用。
