4A广告英语术语全解

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1、4A广告英语术语全解态度attitude品牌兴趣brandinterest品牌忠诚brandloyalty企业市场businessmarkets影响中心centersofinfluence有意劝服路径centralroutetopersuation认知cognition消费行为consumerbehavior消费者决策过程consumerdecisionmakingprocess消费者市场consumermarkets文化culture现有顾客currentcustomers详尽可能性模型Elaborati

2、onLikelihoodModel环境因素environment选择评估evaluationofalternatives评估标准evaluativecriteria参考组evokedset交换exchange政府市场governmentmarkets习惯habit需要层次hierachyofneeds工业市场industrialmarkets信息性动机informationalmotives人际影响interpersonalinfluences认知learning市场market卖主marketers营销m

3、arketing大脑档案mentalfiles动机motivation需要needs被动生成动机negativelyoriginatedmotives非人员影响nonpersonalinfluences市场细分marketsegmentation营销组合marketingmix成熟期maturitystage全国性品牌nationalbrand网络营销networkmarketing非人员传播nonpersonalcommunication人员型服务people-basedservice显性差异percep

4、tibledifferences人员传播personalcommunication定位position价格因素priceelement初级需求primarydemand首要需求趋势primarydemandtrend私家品牌privatelabel产品概念productconcept产品因素productelement产品生命周期productlifecycle消费心态细分psychographicsegmentation消费心态psychographic宣传publicity拉pull拉式战略pullst

5、rategy购买时机purchaseoccasion推入push推式战略pushstrategy转销商reseller销售推广salespromotion选择性需求selectivedemand选择性分销selectivedistribution服务service特别事件specialevents标准工业分类代码StandardIndustrialClassificationCodes目标市场targetmarket目标营销过程targetmarketingprocess广告调查advertisingres

6、earch态度测试attitudetests中心场所测试centrallocationtests混杂测试cluttertests直接提问法directquestioning试验法experimentalmethod小组讨论focusgroup正试调查formalresearch成见效应haloeffect深度访问in-depthinterview非正式/试调查informalresearch查询测试inquirytests深度调查技术intensivetechniques营销信息系统marketinginf

7、ormationsystem,MIS营销调查marketingresearch市场markets媒介种类mediaclass媒介调查mediaresearch媒介细分mediasubclass媒介单位mediaunits媒介载体mediavehicles产品merchandise讯息message动机motives非概率抽样nonprobabilitysamples观察法observationmethod事后测试posttesting事前测试pretesting初级信息primarydata投射法proje

8、ctivetechniques定性调查qualitativeresearch定量调查quantitativeresearch随机概率抽样randomprobabilitysamples全面服务公司fullserviceadvertisingagency普通消费者广告公司generalconsumeragency全球性卖主globalmarketers集团式groupsystem横向联合广告horizontalco