常用广告学英文术语.ppt

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1、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)直邮广告copy文案copywriter广告撰文员CM(commercialmessage)电波广告CF(commercialfilm)广告片salespoint卖点

2、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(Integratedmarketingcommunications)整合营销传播4P(product,price,place,promotion)产品、价格

3、、渠道、促销4C(customer,cost,convenience,communication)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(Br

4、andCharacter)品牌个性理论