{"id":219,"date":"2007-11-05T00:20:00","date_gmt":"2007-11-04T16:20:00","guid":{"rendered":"http:\/\/www.leewe.co\/?p=219"},"modified":"2021-03-07T10:14:25","modified_gmt":"2021-03-07T02:14:25","slug":"%e3%80%8a%e4%b8%80%e4%ba%9b%e5%b9%bf%e5%91%8a%e8%af%8d%e6%b1%87%e3%80%8b","status":"publish","type":"post","link":"https:\/\/www.leewe.cn\/?p=219","title":{"rendered":"\u300a\u4e00\u4e9b\u5e7f\u544a\u8bcd\u6c47\u300b"},"content":{"rendered":"\n<p>\u674e\u6653\u4f1f \u6c47\u7f16<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\"><\/pre>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"text-align:center;background-color:#abb8c3\">A<\/td><\/tr><tr><td>above-the-line advertising \u7ebf\u4e0a\u5e7f\u544a\uff0c\u5e7f\u544a\u4ee3\u7406\u5546\u80fd\u4ece\u5a92\u4ecb\u83b7\u5f97\u4f63\u91d1\uff08\u4ee3\u7406\u8d39\uff09\u7684\u5e7f\u544a\uff0c\u5982\u62a5\u520a\u5e7f\u544a\u3001\u5e7f\u64ad\u5e7f\u544a\u3001\u7535\u89c6\u5e7f\u544a\u3001\u5f71\u9662\u5e7f\u544a\u3001\u6237\u5916\u5e7f\u544a\u7b49\u3002<br>account executive (AE) \uff1a\u5ba2\u6237\u7ecf\u7406\uff0c\u5e7f\u544a\u516c\u53f8\u7684\u4e1a\u52a1\u4eba\u5458\u804c\u79f0\u3002<br>\u5ba2\u6237\u7ecf\u7406\u5f80\u5f80\u987b\u8d1f\u8d23\u4e0b\u5217\u5de5\u4f5c\uff1a<br>1\uff0c\u4e0e\u5ba2\u6237\u53ca\u5185\u90e8\u5176\u4ed6\u90e8\u95e8\u5171\u540c\u8ba1\u5212\u5e7f\u544a\uff08planning\uff09,\u5411\u5404\u90e8\u95e8\u4f20\u8fbe\u5ba2\u6237\u7684\u8bc9\u6c42\uff1b<br>2\uff0c\u5185\u90e8\u534f\u8c03\uff08coordination\uff09\uff1b<br>3\uff0c\u5c06\u5e7f\u544a\u8bbe\u8ba1\u7a3f\u63d0\u4f9b\u7ed9\u5ba2\u6237\uff1b<br>4\uff0c\u76d1\u7763\u6267\u884c\u653f\u5e9c\u7684\u6709\u5173\u5e7f\u544a\u89c4\u7ae0\u548c\u6cd5\u89c4\uff08regulatory matters\uff09\uff1b<br>5\uff0c\u5229\u6da6\u7ba1\u7406\uff08agency profit management\uff09\u3002<br>\u5ba2\u6237\u7ecf\u7406\u901a\u8fc7\u8ba1\u5212\u548c\u534f\u8c03\u516c\u53f8\u7684\u670d\u52a1\u90e8\u95e8\uff0c\u4e3a\u5ba2\u6237\u63d0\u4f9b\u66f4\u597d\u7684\u670d\u52a1\u3002<br>account service \u5ba2\u6237\u670d\u52a1<br>\u5ba2\u6237\u670d\u52a1\u662f\u5e7f\u544a\u4ee3\u7406\u5546\u7684\u4e2d\u5fc3\u5de5\u4f5c\uff0c\u80a9\u8d1f\u7740\u4f7f\u5ba2\u6237\u6ee1\u610f\u4ece\u800c\u5efa\u7acb\u8d77\u957f\u671f\u7684\u5408\u4f5c\u5173\u7cfb\uff0c\u53ca\u63a8\u52a8\u5e7f\u544a\u4ee3\u7406\u5546\u5185\u90e8\u5de5\u4f5c\u6709\u6548\u8fd0\u8f6c\u7684\u4efb\u52a1\u3002\u5b83\u662f\u5e7f\u544a\u4ee3\u7406\u5546\u76f4\u63a5\u540c\u5ba2\u6237\u8fdb\u884c\u6c9f\u901a\u3001\u4ea4\u6d41\u7684\u4e00\u79cd\u529f\u80fd\u3002<br>advertising agency \u5e7f\u544a\u4ee3\u7406\u5546<br>\u4e60\u60ef\u4e0a\u79f0\u4e3a\u201c\u5e7f\u544a\u516c\u53f8\u201d\uff0c\u5373\u300a\u4e2d\u534e\u4eba\u6c11\u5171\u548c\u56fd\u5e7f\u544a\u6cd5\u300b\u4e2d\u6240\u79f0\u7684\u5e7f\u544a\u7ecf\u8425\u8005\uff0c\u4e00\u822c\u8bbe\u6709\u8bb8\u591a\u804c\u80fd\u548c\u4e1a\u52a1\u90e8\u95e8\u3002<br>advertising campaign \u5e7f\u544a\u6d3b\u52a8<br>\u6709\u65f6\u79f0\u4e3a\u201c\u8fd0\u52a8\u201d\u6216\u201c\u6218\u5f79\u201d\u3002\u5e7f\u544a\u6d3b\u52a8\u5305\u62ec\u4ee5\u4e0b\u56db\u4e2a\u91cd\u70b9\uff1a\u5236\u4f5c\u9002\u5f53\u7684\u9500\u552e\u4fe1\u606f\u3001\u53ca\u65f6\u4f20\u8fbe\u7ed9\u53d7\u4f17\u3001\u9009\u62e9\u9002\u5f53\u7684\u65f6\u673a\uff0c\u7528\u5408\u7406\u7684\u6210\u672c\u3002\u5e7f\u544a\u4e3b\u5236\u5b9a\u4e00\u9879\u80fd\u6d4b\u5b9a\u7684\u76ee\u6807\u540e\uff0c\u4e3a\u8fbe\u5230\u8fd9\u4e00\u76ee\u6807\u5236\u5b9a\u5e7f\u544a\u6218\u7565\uff0c\u7136\u540e\u5728\u5e02\u573a\u4e0a\u6267\u884c\uff0c\u5305\u62ec\uff1a\u5e7f\u544a\u8ba1\u5212\u3001\u5e7f\u544a\u5236\u4f5c\u3001\u9500\u552e\u53ca\u8425\u9500\u7b49\u3002<br>advertising department \u5e7f\u544a\u90e8<br>\u5206\u4e3a\u4f01\u4e1a\u7684\u5e7f\u544a\u90e8\u548c\u5a92\u4ecb\u7684\u5e7f\u544a\u90e8\u3002\u4f01\u4e1a\u7684\u5e7f\u544a\u7ecf\u7406\u8d1f\u8d23\u62df\u5b9a\u3001\u5ba1\u6838\u53ca\u5b9e\u65bd\u4f01\u4e1a\u7684\u5e7f\u544a\u8ba1\u5212\u3002\u4e00\u822c\u4e5f\u662f\u8d1f\u8d23\u6709\u5173\u5e7f\u544a\u7684\u5177\u4f53\u5de5\u4f5c\u3002\u5a92\u4ecb\u7684\u5e7f\u544a\u90e8\u7ecf\u7406\u8d1f\u8d23\u51fa\u552e\u62a5\u520a\u7b49\u7684\u7248\u9762\uff0c\u5e7f\u64ad\u3001\u7535\u89c6\u7684\u65f6\u95f4\u7b49\u3002<br>airport advertising \u673a\u573a\u5e7f\u544a<br>\u5229\u7528\u673a\u573a\u7684\u5019\u673a\u5ba4\u53ca\u5728\u673a\u573a\u5185\u5176\u4ed6\u5404\u79cd\u573a\u5730\u548c\u8bbe\u5907\u4e0a\u5236\u4f5c\u520a\u51fa\u7684\u5e7f\u544a\uff0c\u4e5f\u5305\u62ec\u5728\u6307\u793a\u724c\u4e0a\u5236\u4f5c\u7684\u5e7f\u544a\u3002<br>Appeal \u8bc9\u6c42<br>\u5e7f\u544a\u901a\u8fc7\u5a92\u4ecb\u5411\u76ee\u6807\u53d7\u4f17\u8bc9\u8bf4\uff0c\u4ee5\u6c42\u8fbe\u5230\u6240\u671f\u671b\u7684\u53cd\u5e94\u3002\u8bc9\u6c42\u662f\u5236\u5b9a\u67d0\u79cd\u9053\u5fb7\u3001\u52a8\u673a\u3001\u8ba4\u540c\uff0c\u6216\u662f\u8bf4\u670d\u53d7\u4f17\u5e94\u8be5\u53bb\u505a\u67d0\u4ef6\u4e8b\u7684\u7406\u7531\u3002\u8bc9\u6c42\u5206\u4e09\u7c7b\uff1a\u7406\u6027\u7684\u3001\u611f\u6027\u7684\u548c\u9053\u4e49\u7684\u3002\u8bc9\u6c42\u6240\u7528\u8bed\u53e5\u5e94\u5177\u6709\u5f3a\u70c8\u7684\u611f\u67d3\u529b\u3002<br>area sampling \u533a\u57df\u62bd\u6837<br>\u7fa4\u4f53\u62bd\u6837\u7684\u4e00\u79cd\u5f62\u5f0f\u3002\u6837\u672c\u7a7a\u95f4\u6309\u533a\u57df\u8fdb\u884c\u5212\u5206\uff0c\u9009\u5b9a\u67d0\u62bd\u6837\u533a\u57df\uff0c\u5982\u4e00\u4e2a\u53bf\u3001\u4e00\u4e2a\u884c\u653f\u533a\u3001\u4e00\u4e2a\u8857\u533a\uff0c\u4ece\u4e2d\u786e\u5b9a\u8c03\u67e5\u5bf9\u8c61\u3002<br>Audience \u53d7\u4f17<br>\u63a5\u53d7\u5e7f\u544a\u7684\u516c\u4f17\uff0c\u4e5f\u5c31\u662f\u5e7f\u544a\u7684\u5bf9\u8c61\u3002\u901a\u8fc7\u4efb\u4f55\u5e7f\u544a\u5a92\u4ecb\u63a5\u89e6\u7684\u89c2\u4f17\u6216\u542c\u4f17\uff0c\u90fd\u6709\u6570\u91cf\u3001\u7279\u5f81\u65b9\u9762\u7684\u4e0d\u540c\u9700\u8981\u8003\u8651\u5230\u3002\u8fd9\u4e9b\u4e0d\u540c\u53ef\u4f7f\u5e7f\u544a\u505a\u5230\u6709\u7684\u653e\u77e2\u3002<br>audience composition \u53d7\u4f17\u6784\u6210<br>\u5e7f\u544a\u5a92\u4ecb\u53d7\u4f17\u7684\u4eba\u6570\u3001\u6027\u522b\u3001\u5e74\u9f84\u3001\u804c\u4e1a\u3001\u7ecf\u6d4e\u60c5\u51b5\u7b49\u7684\u6784\u6210\u3002<br>audience share \u53d7\u4f17\u4efd\u989d<br>\u6839\u636e\u4efb\u4f55\u65e5\u671f\u6216\u65f6\u6bb5\u4e2d\uff0c\u770b\u5230\u5e7f\u544a\u4e3b\u5e7f\u544a\u7684\u53d7\u4f17\u5360\u603b\u53d7\u4f17\u7684\u767e\u5206\u6bd4\uff0c\u5373\u4e3a\u53d7\u4f17\u4efd\u989d\u3002\u4e5f\u53ef\u4ee5\u662f\u67d0\u4e00\u7535\u89c6\u9891\u9053\u603b\u53d7\u4f17\u7684\u67d0\u4e00\u767e\u5206\u6bd4\u3002<br>audio-visual advertising \u89c6\u542c\u5e7f\u544a<br>\u591a\u6307\u7535\u89c6\u5e7f\u544a\u3002\u89c6\u542c\u5e7f\u544a\uff0c\u4ee5\u201c\u89c6\u201d\u4e3a\u4e3b\uff0c\u56e0\u6b64\u5e7f\u544a\u8bcd\u4e0d\u80fd\u592a\u957f\u3002\u89c6\u542c\u5e7f\u544a\u7ed9\u4e0e\u53d7\u4f17\u89c6\u542c\u4eab\u53d7\u65f6\uff0c\u9610\u8ff0\u5e7f\u544a\u4e3b\u5f20\uff0c\u56e0\u800c\u5176\u6709\u6781\u5f3a\u7684\u8868\u73b0\u529b\u548c\u611f\u67d3\u529b\uff0c\u4e14\u5a92\u4ecb\u8986\u76d6\u9762\u5e7f\uff0c\u81ea\u8bde\u751f\u4ee5\u6765\u53d1\u5c55\u5f88\u5feb\u3002<br>Audit Bureau of Circulation \u9500\u6570\u5ba1\u8ba1\u5c40<br>1914\u5e74\u59cb\u521b\u4e8e\u7f8e\u56fd\uff08\u7b80\u79f0ABC\uff09\uff0c\u8fd1\u5e74\u6765\u4e0d\u5c11\u56fd\u5bb6\u9646\u7eed\u6210\u7acb\u4e86\u7c7b\u4f3c\u673a\u6784\u3002\u9500\u6570\u5ba1\u8ba1\u5c40\u7531\u5a92\u4ecb\uff08\u62a5\u7eb8\u3001\u6742\u5fd7\uff09\u3001\u5e7f\u544a\u4e3b\u548c\u5e7f\u544a\u4ee3\u7406\u5546\u4e09\u65b9\u9762\u4eba\u5458\u7ec4\u6210\uff0c\u5bf9\u5176\u4f1a\u5458\u7684\u51fa\u7248\u7269\u7684\u9500\u6570\u8fdb\u884c\u5ba1\u8ba1\u4ee5\u4fdd\u8bc1\u6570\u636e\u6b63\u786e\uff0c\u7136\u540e\u4e88\u4ee5\u516c\u5e03\u3002\u51e1\u662f\u4f1a\u5458\u5373\u53ef\u4ee5\u4f7f\u7528\u8be5\u5c40\u7684\u6807\u5fd7\uff0c\u4ece\u800c\u8d62\u5f97\u5e7f\u544a\u4e3b\u6216\u5e7f\u544a\u4ee3\u7406\u5546\u5bf9\u5a92\u4ecb\u9500\u6570\u7684\u4fe1\u4efb\u3002<br>Animation \u52a8\u753b<br>\u5c06\u4eba\u3001\u7269\u7684\u8868\u60c5\u3001\u52a8\u4f5c\u3001\u53d8\u5316\u7b49\u5206\u6bb5\u753b\u6210\u8bb8\u591a\u5e45\u753b\u9762\uff0c\u518d\u5229\u7528\u6444\u5f71\u6216\u8ba1\u7b97\u673a\u6280\u672f\u4f7f\u4e4b\u6210\u4e3a\u8fde\u7eed\u52a8\u4f5c\uff0c\u51fa\u73b0\u5728\u94f6\u5e55\u6216\u7535\u89c6\u673a\u5c4f\u5e55\u4e0a\u3002\u52a8\u753b\u5e7f\u544a\u53ef\u7ed9\u4eba\u4ee5\u8f7b\u677e\u6109\u5feb\u7684\u611f\u89c9\uff0c\u4f46\u91c7\u7528\u65f6\u8981\u9002\u5408\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u7279\u70b9\uff0c\u5982\u513f\u7ae5\u7528\u54c1\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"text-align:center;background-color:#abb8c3\">B<\/td><\/tr><tr><td>below-the-line advertising \u7ebf\u4e0b\u5e7f\u544a<br>\u9664\u7ebf\u4e0a\u5e7f\u544a\u4ee5\u5916\u7684\u5404\u79cd\u5e7f\u544a\u5f62\u5f0f\u3002\u5982\u4fc3\u9500\u5e7f\u544a(sales promotion advertising)\u8d2d\u7269\u70b9\u5e7f\u544a(P.O.P advertising)\uff0c\u76f4\u63a5\u90ae\u9012\u5e7f\u544a(direct mail advertising)\uff0c\u8fd8\u5305\u62ec\u4e3e\u529e\u5c55\u89c8\u4f1a(exhibition)\u548c\u53d1\u8d77\u67d0\u9879\u6d3b\u52a8(sponsorship)\u7b49\u3002<br>billboard advertising \u8def\u724c\u5e7f\u544a<br>\u5f20\u8d34\u6216\u76f4\u63a5\u63cf\u7ed8\u5728\u56fa\u5b9a\u8def\u724c\u4e0a\u7684\u5e7f\u544a\u3002\u4e00\u822c\u7528\u55b7\u7ed8\u6216\u6cb9\u6f06\u624b\u5de5\u7ed8\u5236\u5728\u8def\u724c\u4e0a\u3002<br>brand advertising \u54c1\u724c\u5e7f\u544a<br>\u5ba3\u4f20\u4ea7\u54c1\u54c1\u724c\u7684\u5e7f\u544a\uff0c\u65e8\u5728\u5efa\u7acb\u54c1\u724c\u5fe0\u8bda\u5ea6\uff08brand loyalty\uff09\uff0c\u4f7f\u6d88\u8d39\u8005\u6216\u7528\u6237\u4e50\u4e8e\u8ba4\u5b9a\u6216\u63a5\u53d7\u5e7f\u544a\u4e2d\u7684\u724c\u53f7\u3002\u4ea6\u79f0\u4ea7\u54c1\u5e7f\u544a\uff08product advertising\uff09\u3002<br>brand preference \u54c1\u724c\u504f\u597d<br>\u5728\u540c\u4e00\u7c7b\u5546\u54c1\u4e2d\uff0c\u6d88\u8d39\u8005\u5bf9\u67d0\u4e00\u79cd\u54c1\u724c\u5177\u6709\u504f\u597d\u800c\u6307\u5b9a\u8d2d\u4e70\u3002\u5176\u539f\u56e0\u4e3b\u8981\u662f\u4f7f\u7528\u540e\u7684\u6ee1\u8db3\u611f\u3002\u54c1\u724c\u504f\u597d\u4e0e\u6d88\u8d39\u8005\u7684\u751f\u6d3b\u65b9\u5f0f\u548c\u6d88\u8d39\u4e60\u60ef\u4e5f\u6709\u5173\u3002<br>brand insistence \u54c1\u724c\u575a\u6301<br>\u6d88\u8d39\u8005\u8d2d\u4e70\u67d0\u4e00\u79cd\u5546\u54c1\u65f6\u6307\u5b9a\u8981\u67d0\u4e00\u54c1\u724c\uff0c\u800c\u5176\u4ed6\u54c1\u724c\u4e0d\u80fd\u66ff\u4ee3\u3002\u5148\u51b3\u6761\u4ef6\u662f\u8be5\u54c1\u724c\u7684\u4ea7\u54c1\u8d28\u91cf\u597d\uff0c\u5e7f\u544a\u6709\u8bf4\u670d\u529b\uff0c\u6d88\u8d39\u8005\u7528\u540e\u611f\u5230\u6ee1\u610f\u3002\u54c1\u724c\u575a\u6301\u662f\u4ea7\u54c1\u5e7f\u544a\u7684\u6700\u9ad8\u76ee\u6807\u3002<br>brand loyalty \u54c1\u724c\u5fe0\u8bda<br>\u6307\u6d88\u8d39\u8005\u5bf9\u67d0\u4e00\u54c1\u724c\u5177\u6709\u7279\u6b8a\u7684\u55dc\u597d\uff0c\u56e0\u800c\u5728\u4e0d\u65ad\u8d2d\u4e70\u6b64\u7c7b\u4ea7\u54c1\u65f6\uff0c\u4ec5\u4ec5\u662f\u8ba4\u54c1\u724c\u800c\u653e\u5f03\u5bf9\u5176\u4ed6\u54c1\u724c\u7684\u5c1d\u8bd5\u3002<br>brand name \u4ea7\u54c1\u540d\u79f0<br>\u4ea7\u54c1\u7684\u540d\u79f0\u5373\u201c\u54c1\u724c\u540d\u79f0\u201d\u3002\u597d\u7684\u54c1\u724c\u540d\u79f0\u5fc5\u987b\u7b80\u6d01\u3001\u6613\u8bfb\u3001\u6613\u8bb0\u3001\u6613\u5199\u3002\u7f8e\u56fd\u6709\u4e3a\u4ea7\u54c1\u53d6\u540d\u7684\u4e13\u4e1a\u673a\u6784\uff0c\u4ed6\u4eec\u5229\u7528\u7535\u8111\uff0c\u628a26\u4e2a\u82f1\u6587\u5b57\u6bcd\u642d\u914d\u6210\u5404\u79cd\u540d\u79f0\u3002\u6709\u4e9b\u54c1\u724c\u8457\u540d\u4e8e\u4e16\u754c\uff0c\u5982\u514b\u5b81\u5976\u7c89\uff08Klim\uff09\uff0c\u67ef\u8fbe\uff08Kodak\uff09\u7b49\u3002\u54c1\u724c\u540d\u79f0\u53ef\u4ee5\u4f5c\u4e3a\u6ce8\u518c\u5546\u6807\uff0c\u4f46\u5e94\u7b26\u5408\u5546\u6807\u6cd5\u7684\u89c4\u5b9a\u3002<br>buyer\u2019s market \u4e70\u65b9\u5e02\u573a\u6216\u79f0\u4e70\u4e3b\u5e02\u573a\u3002<br>\u662f\u4ee5\u4e70\u65b9\u4e3a\u4e2d\u5fc3\u7684\u5e02\u573a\u3002\u5f53\u9ad8\u8d85\u4e0a\u5356\u4e3b\u591a\u4e70\u4e3b\u5c11\uff0c\u5546\u54c1\u4f9b\u8fc7\u4e8e\u6c42\uff0c\u5356\u4e3b\u7ade\u76f8\u63a8\u9500\u5546\u54c1\uff0c\u4e70\u4e3b\u5448\u89c2\u671b\u6001\u52bf\uff0c\u5f80\u5f80\u4f1a\u5bfc\u81f4\u5546\u54c1\u4ef7\u683c\u4e0b\u8dcc\u3002\u5728\u4e70\u65b9\u5e02\u573a\u4e0a\u4e70\u4e3b\u5904\u4e8e\u652f\u914d\u5730\u4f4d\u3002<br>Banner \u6a2a\u5e45\u5e7f\u544a\uff0c\u4e00\u4e2a\u8868\u73b0\u5546\u5bb6\u5e7f\u544a\u5185\u5bb9\u7684\u56fe\u7247\uff0c\u653e\u7f6e\u5728\u5e7f\u544a\u5546\u7684\u9875\u9762\u4e0a\uff0c\u662f\u4e92\u8054\u7f51\u5e7f\u544a\u4e2d\u6700\u57fa\u672c\u7684\u5e7f\u544a\u5f62\u5f0f\uff0c\u5c3a\u5bf8\u662f480<em>60\u50cf\u7d20\uff0c\u6216233<\/em>30\u50cf\u7d20\uff0c\u4e00\u822c\u662f\u4f7f\u7528GIF\u683c\u5f0f\u7684\u56fe\u50cf\u6587\u4ef6\uff0c\u53ef\u4ee5\u4f7f\u7528\u9759\u6001\u56fe\u5f62\uff0c\u4e5f\u53ef\u7528\u591a\u5e27\u56fe\u50cf\u62fc\u63a5\u4e3a\u52a8\u753b\u56fe\u50cf\u3002<br>\u9664\u666e\u901aGIF\u683c\u5f0f\u5916\uff0c\u65b0\u5174\u7684Rich MediaBanner\uff08\u4e30\u5bcc\u5a92\u4f53\uff08Banner\uff09\u80fd\u8d4b\u4e88Banner\u66f4\u5f3a\u7684\u8868\u73b0\u529b\u548c\u4ea4\u4e92\u5185\u5bb9\uff0c\u4f46\u4e00\u822c\u9700\u8981\u7528\u6237\u4f7f\u7528\u7684\u6d4f\u89c8\u5668\u63d2\u4ef6\u652f\u6301\uff08Plug-in\uff09\u3002 Banner \u4e00\u822c\u7ffb\u8bd1\u4e3a\u7f51\u5e45\u5e7f\u544a\u3001\u65d7\u5e1c\u5e7f\u544a\u3001\u6a2a\u5e45\u5e7f\u544a\u7b49\u3002<br>brand share \u54c1\u724c\u5360\u6709\u7387<br>\u67d0\u4e00\u54c1\u724c\u5546\u54c1\u5728\u5e02\u573a\u4e0a\u5360\u8be5\u7c7b\u5546\u54c1\u603b\u9500\u552e\u91cf\u7684\u767e\u5206\u6bd4\u3002\u4ea6\u79f0\u4e3a\u5e02\u573a\u4efd\u989d(market share\uff09\u3002\u5728\u5e7f\u544a\u7b56\u5212\u4e2d\uff0c\u6709\u65f6\u8981\u63d0\u51fa\u5e7f\u544a\u8981\u4f7f\u5546\u54c1\u5e02\u573a\u5360\u6709\u7387\u589e\u52a0\u7684\u76ee\u6807\u3002<br>Budget \u5e7f\u544a\u9884\u7b97<br>\u5e7f\u544a\u9884\u7b97\u5e38\u7528\u4e09\u79cd\u65b9\u6cd5\uff1a<br>\u9500\u552e\u989d\u767e\u5206\u7387\u6cd5\uff08percentage of sales method\uff09 \u516c\u53f8\u4ee5\u4e00\u4e2a\u7279\u5b9a\u7684\u9500\u552e\u91cf\u6216\u9500\u552e\u989d\uff08\u73b0\u884c\u7684\u6216\u9884\u6d4b\u7684\uff09\u7684\u767e\u5206\u6bd4\u6765\u5b89\u6392\u4ed6\u4eec\u7684\u4fc3\u9500\u8d39\u7528\u3002\u8fd9\u79cd\u65b9\u6cd5\u610f\u5473\u7740\u5e7f\u544a\u9884\u7b97\u53ef\u4ee5\u56e0\u516c\u53f8\u627f\u62c5\u80fd\u529b\u7684\u5dee\u5f02\u800c\u53d8\u52a8\uff0c\u9f13\u52b1\u7ba1\u7406\u5c42\u4ee5\u4fc3\u9500\u6210\u672c\u3001\u9500\u552e\u4ef7\u683c\u548c\u5355\u4f4d\u5229\u6da6\u7684\u5173\u7cfb\u4e3a\u5148\u51b3\u6761\u4ef6\u8fdb\u884c\u601d\u8003\u3002\u56e0\u4e3a\u8fd9\u79cd\u65b9\u6cd5\u628a\u9500\u552e\u770b\u6210\u4fc3\u9500\u7684\u539f\u56e0\uff0c\u7f3a\u4e4f\u4e00\u5b9a\u7684\u903b\u8f91\u57fa\u7840\u3002<br>\u7ade\u4e89\u5bf9\u6297\u6cd5\uff08competitive parity method\uff09 \u53c8\u79f0\u4e3a\u201c\u7ade\u4e89\u5bf9\u7b49\u6cd5\u201d\u3002\u662f\u6309\u7167\u7ade\u4e89\u5bf9\u624b\u5927\u81f4\u7684\u5e7f\u544a\u8d39\u7528\u6765\u5236\u8ba2\u672c\u516c\u53f8\u7684\u5e7f\u544a\u9884\u7b97\u3002\u4e8b\u5b9e\u4e0a\uff0c\u516c\u53f8\u7684\u58f0\u8a89\u3001\u8d44\u6e90\u3001\u673a\u4f1a\u548c\u76ee\u6807\u6709\u5f88\u5927\u7684\u4e0d\u540c\uff0c\u56e0\u6b64\u5c06\u5bf9\u65b9\u7684\u4fc3\u9500\u9884\u7b97\u4f5c\u4e3a\u6807\u51c6\u5e76\u4e0d\u79d1\u5b66\u3002<br>\u76ee\u6807\u548c\u4efb\u52a1\u6cd5\uff08objective and task method\uff09 \u8981\u6c42\u7ecf\u8425\u4eba\u5458\u9760\u660e\u786e\u81ea\u5df1\u7684\u7279\u5b9a\u76ee\u6807\uff0c\u786e\u5b9a\u8fbe\u5230\u8fd9\u4e00\u76ee\u6807\u5fc5\u987b\u5b8c\u6210\u7684\u4efb\u52a1\uff0c\u4ee5\u53ca\u4f30\u8ba1\u5b8c\u6210\u8fd9\u4e9b\u4efb\u52a1\u6240\u9700\u8981\u7684\u8d39\u7528\uff0c\u4ece\u800c\u51b3\u5b9a\u5e7f\u544a\u9884\u7b97\u3002 \u9884\u7b97\u6cd5\u4e2d\u524d\u4e24\u79cd\u9002\u5408\u4e8e\u5df2\u7ecf\u5b58\u5728\u7684\u4ea7\u54c1\u7684\u5e7f\u544a\u9884\u7b97\uff0c\u7b2c\u4e09\u79cd\u66f4\u9002\u5408\u4e8e\u65b0\u4ea7\u54c1\u7684\u5e7f\u544a\u9884\u7b97\u3002<br>DAGMAR\u7406\u8bba\uff08Define Advertising Goals for Measured Advertising Results\uff09 \u662f\u5236\u5b9a\u5e7f\u544a\u76ee\u6807\u53ca\u8861\u91cf\u5e7f\u544a\u6548\u679c\u7684\u7406\u8bba\uff0c\u7531R.H.\u67ef\u83b1\u5728\u7f8e\u56fd\u5168\u56fd\u6027\u5e7f\u544a\u4e3b\u534f\u4f1a\u7684\u4e00\u6b21\u7814\u7a76\u4e2d\u63d0\u51fa\u3002 DAGMAR\u65b9\u6cd5\u5c06\u5404\u79cd\u5e7f\u544a\u76ee\u6807\u8f6c\u5316\u6210\u82e5\u5e72\u6613\u4e8e\u8861\u91cf\u7684\u76ee\u6807\uff08\u6b64\u5916\u5e7f\u544a\u76ee\u6807\u662f\u6307\u5728\u4e00\u4e2a\u7279\u5b9a\u65f6\u671f\u5185\uff0c\u5bf9\u4e8e\u67d0\u4e2a\u7279\u5b9a\u7684\u89c2\u4f17\u6240\u8981\u5b8c\u6210\u7684\u7279\u5b9a\u4f20\u64ad\u4efb\u52a1\uff09\u3002\u6b64\u65b9\u6cd5\u662f\u6982\u8981\u8861\u91cf\u5e7f\u544a\u76ee\u6807\u662f\u5426\u5df2\u7ecf\u5b9e\u73b0\u7684\u65b9\u6cd5\u3002<br>bus stop pillar advertising \u7ad9\u724c\u5e7f\u544a<br>\u5728\u8f66\u8f86\u505c\u9760\u7ad9\u7ad9\u724c\u4e0a\u7684\u5e7f\u544a\u3002\u4eba\u4eec\u5728\u5019\u8f66\u65f6\u5f80\u5f80\u8981\u6ce8\u610f\u7ad9\u540d\uff0c\u4e00\u822c\u5c31\u80fd\u7559\u5fc3\u5230\u5e7f\u544a\u3002<br>bus stop shelter advertising \u5019\u8f66\u505c\u5e7f\u544a<br>\u8bbe\u7f6e\u5728\u516c\u5171\u8f66\u8f86\u5019\u8f66\u7ad9\u7684\u5e7f\u544a\u3002\u4e00\u822c\u8bbe\u8ba1\u6210\u906e\u9633\u7bf7\u5f62\u5f0f\uff0c\u540c\u65f6\u4f5c\u4e3a\u8f66\u7ad9\u7684\u8bc6\u522b\u6807\u5fd7\uff0c\u5e76\u7f8e\u5316\u8857\u9053\u3002<br>Button \u5176\u5b9e\u662f\u4ecebanner\u5e7f\u544a\u6f14\u53d8\u8fc7\u6765\u7684\u4e00\u79cd\u5e7f\u544a\u5f62\u5f0f\uff0c\u56fe\u5f62\u5c3a\u5bf8\u6bd4banner\u8981\u5c0f\u3002\u4e00\u822c\u662f120*60\u50cf\u7d20 \uff0c\u751a\u81f3\u66f4\u5c0f\u3002\u7531\u4e8e\u56fe\u5f62\u5c3a\u5bf8\u5c0f\uff0c\u6545\u53ef\u4ee5\u88ab\u66f4\u7075\u6d3b\u7684\u653e\u7f6e\u5728\u7f51\u9875\u7684\u4efb\u4f55\u4f4d\u7f6e\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"text-align:center;background-color:#abb8c3\">C<\/td><\/tr><tr><td>Clicks \u70b9\u51fb\u6b21\u6570 \uff1a\u8bbf\u95ee\u8005\u901a\u8fc7\u70b9\u51fb\u6a2a\u5e45\u5e7f\u544a\u800c\u8bbf\u95ee\u5382\u5546\u7684\u7f51\u9875\uff0c\u79f0\u70b9\u51fb\u4e00\u6b21.\u70b9\u51fb\u8fd9\u4e2a\u5e7f\u544a\uff0c\u5373\u8868\u793a\u4ed6\u5bf9\u5e7f\u544a\u611f\u5174\u8da3\uff0c\u5e0c\u671b\u5f97\u5230\u66f4\u8be6\u7ec6\u7684\u4fe1\u606f\u3002 Click rate\u5e7f\u544a\u88ab\u70b9\u51fb\u7684\u6b21\u6570\u4e0e\u5e7f\u544a\u6536\u89c6\u6b21\u6570\u7684\u6bd4\u7387\u3002\u5373click\/impression.\u5982\u679c\u8fd9\u4e2a\u9875\u9762\u51fa\u73b0\u4e86\u4e00\u4e07\u6b21\uff0c\u800c\u7f51\u9875\u4e0a\u7684\u5e7f\u544a\u7684\u70b9\u51fb\u6b21\u6570\u4e3a\u4e94\u767e\u6b21\uff0c\u90a3\u4e48\u70b9\u51fb\u7387\u5373\u4e3a 5%. \u76ee\u524d\uff0c\u4e9a\u592a\u533a\u7684\u70b9\u51fb\u7387\u5e73\u5747\u4e3a 1.5% \u3002\u70b9\u51fb\u7387\u53ef\u4ee5\u7cbe\u786e\u5730\u53cd\u6620\u5e7f\u544a\u6548\u679c\uff0c \u4e5f\u662f\u7f51\u7edc\u5e7f\u544a\u5438\u5f15\u529b\u7684\u4e00\u4e2a\u6807\u5fd7\u3002<br>CPM cost per thousand impression(\u5343\u4eba\u6210\u672c)\uff1a\u5373\u5e7f\u544a\u4e3b\u8d2d\u4e701000\u4e2a\u5e7f\u544a\u6536\u89c6\u6b21\u6570\u7684\u8d39\u7528\u6216\u8005\u662f\u5e7f\u544a\u88ab1000\u4eba\u6b21\u770b\u5230\u6240\u9700\u7684\u8d39\u7528\u3002\u6bd4\u5982\u8bf4\u4e00\u4e2a\u5e7f\u544a Banner \u7684\u5355\u4ef7\u662f\/CPM\u7684\u8bdd\uff0c\u610f\u5473\u7740\u6bcf\u4e00\u5343\u4e2a\u4eba\u6b21\u770b\u5230\u8fd9\u4e2aBanner\u7684\u8bdd\u5c31\u6536\uff0c\u5982\u6b64\u7c7b\u63a8\uff0c10\uff0c000 \u4eba\u6b21\u8bbf\u95ee\u7684\u4e3b\u9875\u5c31\u662f\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">D<\/td><\/tr><tr><td>Demands \u9700\u6c42 \u6709\u80fd\u529b\u5e76\u613f\u610f\u8d2d\u4e70\u67d0\u4e2a\u4ea7\u54c1\u7684\u6b32\u671b\u3002\u5f53\u6d88\u8d39\u8005\u6709\u8d2d\u4e70\u80fd\u529b\u65f6\uff0c\u6b32\u671b\u4fbf\u8f6c\u5316\u4e3a\u9700\u6c42\u3002\u6709\u8bb8\u591a\u9ad8\u6863\u5546\u54c1\u662f\u8bb8\u591a\u4eba\u6240\u68a6\u5bd0\u4ee5\u6c42\u7684\uff0c\u4f46\u5374\u53ea\u6709\u5c11\u6570\u4eba\u6709\u80fd\u529b\u8d2d\u4e70\u3002\u56e0\u6b64\uff0c\u5382\u5546\u8981\u4f30\u91cf\u6709\u591a\u5c11\u4eba\u60f3\u8981\u8fd9\u79cd\u4ea7\u54c1\uff0c\u66f4\u8981\u4e86\u89e3\u6709\u591a\u5c11\u4eba\u771f\u6b63\u613f\u610f\u5e76\u6709\u80fd\u529b\u8d2d\u4e70\u3002<br>Demonstration \u6f14\u793a<br>\u5728\u63a8\u9500\u4e2d\uff0c\u6309\u6240\u63a8\u9500\u4ea7\u54c1\u7684\u8bf4\u660e\uff0c\u5bf9\u5176\u529f\u7528\u8fdb\u884c\u63d0\u793a\u6027\u6216\u6a21\u62df\u6027\u7684\u64cd\u4f5c\u3002\u5bf9\u65e0\u6cd5\u76f4\u63a5\u6f14\u793a\u7684\u4ea7\u54c1\uff0c\u53ef\u91c7\u7528\u653e\u6620\u5f55\u50cf\u7247\u7684\u529e\u6cd5\u3002\u5546\u5e97\u7684\u8425\u4e1a\u5458\u4e5f\u53ef\u91c7\u7528\u6f14\u793a\u7684\u65b9\u6cd5\u63a8\u9500\u5546\u54c1\uff0c\u5982\u5c06\u8863\u6599\u534a\u62ab\u5728\u81ea\u5df1\u8eab\u4e0a\uff0c\u8ba9\u987e\u5ba2\u89c2\u770b\u989c\u8272\u548c\u82b1\u6837\u7684\u8863\u7740\u6548\u679c\u3002<br>diary survey \u65e5\u8bb0\u672c\u8c03\u67e5<br>\u6536\u96c6\u521d\u7ea7\u6570\u636e\u65b9\u6cd5\u4e4b\u4e00\u3002\u6563\u53d1\u9884\u5148\u7f16\u5236\u7684\u4e00\u79cd\u65e5\u8bb0\u672c\uff0c\u8981\u6c42\u5bb6\u5ead\u4e3b\u5987\u6216\u7279\u7ea6\u5bf9\u8c61\u628a\u4ed6\u4eec\u5728\u4e00\u6bb5\u65f6\u95f4\u4e2d\u91c7\u8d2d\u5546\u54c1\u7684\u6570\u91cf\u3001\u724c\u53f7\u8bb0\u4e0b\u6765\uff0c\u7531\u4f01\u4e1a\u5bb6\u671f\u56de\u6536\uff0c\u4ee5\u7edf\u8ba1\u6d88\u8d39\u8005\u8d2d\u8d27\u7684\u9891\u7387\u548c\u6240\u8d2d\u5546\u54c1\u7684\u724c\u53f7\u3002\u5728\u56fd\u5916\u8fd8\u91c7\u7528\u65e5\u8bb0\u672c\u8c03\u67e5\u7684\u65b9\u6cd5\u8c03\u67e5\u6d88\u8d39\u8005\u6536\u770b\u6216\u6536\u542c\u5e7f\u544a\u7684\u60c5\u51b5\u3002<br>Direct mail (DM) \u76f4\u63a5\u90ae\u9012 \u65e2\u662f\u76f4\u9500\u7684\u4e00\u79cd\u65b9\u6cd5\uff0c\u4e5f\u662f\u5e7f\u544a\u7684\u4e3b\u8981\u5f62\u5f0f\u4e4b\u4e00\u3002\u7f8e\u56fd1991\u5e74\u7528\u4e8e\u76f4\u63a5\u90ae\u9012\u7684\u5e7f\u544a\u8d39\u5360\u5168\u90e8\u5e7f\u544a\u652f\u51fa\u768419.3%\uff0c\u4ec5\u6b21\u4e8e\u62a5\u7eb8\u5e7f\u544a\u548c\u7535\u89c6\u5e7f\u544a\u3002\u4e3b\u8981\u662f\u76f4\u63a5\u90ae\u9012\u5404\u79cd\u5f62\u5f0f\u7684\u5370\u5237\u54c1\uff0c\u5982\u4fe1\u4ef6\uff08letter\uff09\u3001\u4f20\u5355\uff08leaflet\uff09\u3001\u5c0f\u518c\u5b50\uff08booklet\uff09\u4ee5\u53ca\u5176\u4ed6\u6750\u6599\uff0c\u5982\u8ba2\u8d2d\u5355\uff08orderform\uff09\u7b49\u3002\u5728\u56fd\u5916\u4e0d\u5c11\u5bb6\u5ead\u548c\u529e\u516c\u5ba4\u7684\u4fe1\u7bb1\u4e2d\u6bcf\u5929\u4f1a\u585e\u6ee1\u90ae\u5bc4\u54c1\uff0c\u88ab\u79f0\u4e3ajunk mail\u3002\u4e3a\u6b64\u76f4\u63a5\u90ae\u9012\u7684\u5370\u5237\u54c1\u5fc5\u987b\u7cbe\u5fc3\u8bbe\u8ba1\uff0c\u5982\u679c\u6ca1\u6709\u5438\u5f15\u529b\u5c31\u4f1a\u88ab\u6536\u4ef6\u4eba\u968f\u624b\u4e22\u5165\u5783\u573e\u7bb1\u3002<br>direct mail (DM) advertising \u76f4\u63a5\u90ae\u9012\u5e7f\u544a<br>\u6839\u636e\u9884\u5148\u7f16\u5236\u7684\u540d\u5f55\u5bc4\u53d1\u5e7f\u544a\u54c1\u7684\u5e7f\u544a\u5f62\u5f0f\u3002\u901a\u8fc7\u90ae\u5bc4\u7684\u5e7f\u544a\u54c1\u6709\u5c0f\u518c\u5b50\uff08booklet \u6216brochure\uff09\u3001\u76ee\u5f55\uff08catalog\uff09\u548c\u5e7f\u544a\u51fd\uff08advertising letter \u6216 sales letter\uff09\u7b49\u3002\u8981\u4f7f\u8fd9\u7c7b\u5e7f\u544a\u4ea7\u751f\u6548\u679c\uff0c\u5206\u5bc4\u540d\u5f55\u5fc5\u987b\u5ba1\u614e\u7f16\u5236\uff0c\u5e76\u6839\u636e\u60c5\u51b5\u53ca\u65f6\u66f4\u65b0\u3002<br>direct-response advertising \u76f4\u63a5\u53cd\u5e94\u5e7f\u544a<br>\u76f4\u63a5\u53cd\u5e94\u5e7f\u544a\u662f\u4efb\u4f55\u4ed8\u8d39\u7684\u5e7f\u544a\uff0c\u610f\u5728\u8bf1\u53d1\u76f4\u63a5\u7684\u53cd\u5e94\uff0c\u4f8b\u5982\u5728\u5e7f\u544a\u4e2d\u9644\u52a0\u4e00\u5f20\u56de\u6267\uff0c\u6d88\u8d39\u8005\u628a\u8be5\u56de\u6267\u526a\u4e0b\u5bc4\u7ed9\u5236\u9020\u5546\u5373\u53ef\u83b7\u5f97\u4ea7\u54c1\u7684\u6837\u54c1\u3001\u8bf4\u660e\u4e66\u3001\u76ee\u5f55\u7b49\u3002\u53ef\u4ee5\u91c7\u7528\u5404\u79cd\u5a92\u4ecb\uff0c\u7279\u522b\u662f\u76f4\u63a5\u90ae\u9012\u5e7f\u544a\uff08direct mail advertising\uff09\u548c\u62a5\u7eb8\u7b49\u3002 \u76f4\u63a5\u53cd\u5e94\uff08\u76f4\u6548\uff09\u5e7f\u544a\u4ee3\u7406\u5546direct response advertising agency \u5178\u578b\u7684\u76f4\u63a5\u53cd\u5e94\u5e7f\u544a\u4ee3\u7406\u5546\u7684\u4e1a\u52a1\u6709\uff1a\u4e3a\u90ae\u8d2d\u5546\u5e97\u8bbe\u8ba1\u5e7f\u544a\u6d3b\u52a8\uff0c\u63a8\u5e7f\u6742\u5fd7\u8ba2\u6237\uff0c\u7ec4\u7ec7\u5546\u4e1a\u65c5\u884c\uff0c\u8bbe\u8ba1\u62a5\u7eb8\u5939\u9875\u5e7f\u544a\uff08off-the-page offer\uff09\u7b49\u3002\u5e76\u627f\u63a5\u5404\u79cd\u90ae\u9012\u5e7f\u544a\u7684\u8bbe\u8ba1\u3002\u5236\u4f5c<br>Discount \u6298\u6263<br>\u5e7f\u544a\u5a92\u4ecb\u4fee\u6539\u5176\u57fa\u672c\u4ef7\u683c\uff0c\u7ed9\u4e88\u5e7f\u544a\u4e3b\u4e00\u5b9a\u7684\u4ef7\u683c\u4f18\u60e0\u3002\u6839\u636e\u4e0d\u540c\u60c5\u51b5\u7ed9\u4e88\u4e0d\u540c\u7684\u6298\u6263\u7684\u79cd\u7c7b\u6709\uff1a \u73b0\u91d1\u6298\u6263\uff08cash discount\uff09 \u6570\u91cf\u6298\u6263\uff08bulk discount\uff09 \u9891\u5ea6\u6298\u6263\uff08frequencydiscount\uff09<br>domestic market \u56fd\u5185\u5e02\u573a<br>\u4ee5\u5e02\u573a\u7684\u5730\u7406\u6db5\u76d6\u9762\u800c\u8a00\uff0c\u76ee\u6807\u5e02\u573a\u5730\u5904\u56fd\u5185\uff0c\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u6d88\u8d39\u5bf9\u8c61\u662f\u56fd\u5185\u7684\u673a\u6784\u6216\u4e2a\u4eba\u3002<br>duplicated audience \u91cd\u590d\u53d7\u4f17\u6216\u79f0\u201c\u91cd\u8fed\u53d7\u4f17\u201d\uff08overlapping audience\uff09\u3002<br>\u6307\u5728\u7279\u5b9a\u7684\u5a92\u4ecb\u7ec4\u5408\u4e2d\uff0c\u67d0\u4e9b\u5a92\u4ecb\u53d7\u4f17\u4e2d\u4e2a\u4eba\uff08\u6216\u5bb6\u5ead\uff09\u7684\u91cd\u590d\u90e8\u5206\u3002\u5e38\u6307\u5370\u5237\u5a92\u4ecb\u800c\u8a00\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"text-align:center\">E<\/td><\/tr><tr><td>exchange advertising \u4ea4\u6362\u5e7f\u544a<br>\u4e24\u79cd\u6216\u4e24\u79cd\u4ee5\u4e0a\u7684\u5e7f\u544a\u5a92\u4ecb\uff0c\u4e92\u4e3a\u5bf9\u65b9\u53d1\u5e03\u5e7f\u544a\u800c\u4e0d\u4ea7\u751f\u5e7f\u544a\u8d39\u7528\u7684\u5f80\u6765\u7684\u5e7f\u544a\u3002\u5e7f\u544a\u520a\u767b\u5730\u4f4d\u8981\u5e73\u7b49\u4e92\u6362\u3002\u5982\u5728\u671f\u520a\u4e2d\u520a\u767b\u62a5\u520a\u4e0a\u7684\u5e7f\u544a\uff0c\u540c\u65f6\u5728\u62a5\u520a\u4e0a\u520a\u767b\u671f\u520a\u4e2d\u7684\u5e7f\u544a\uff0c\u53cc\u65b9\u6309\u5404\u81ea\u5e7f\u544a\u4ef7\u76ee\u786e\u5b9a\u5e7f\u544a\u5730\u4f4d\uff0c\u4e0d\u518d\u652f\u4ed8\u5e7f\u544a\u8d39\u3002<br>export advertising \u51fa\u53e3\u5e7f\u544a<br>\u4e3a\u51fa\u53e3\u5546\u54c1\u6240\u4f5c\u7684\u5e7f\u544a\u5ba3\u4f20\uff0c\u520a\u767b\u5728\u5546\u54c1\u8fdb\u53e3\u56fd\u7684\u5e7f\u544a\u5a92\u4ecb\u4e2d\u520a\u767b\u3002\u51fa\u53e3\u5e7f\u544a\u524d\u5fc5\u987b\u8fdb\u884c\u5e02\u573a\u548c\u5a92\u4ecb\u7684\u8c03\u67e5\uff0c\u4e86\u89e3\u6709\u5173\u56fd\u5bb6\u7684\u5e7f\u544a\u7ba1\u7406\u6761\u4f8b\u548c\u5e7f\u544a\u4e1a\u7684\u60ef\u4f8b\u4ee5\u53ca\u5f53\u5730\u6c11\u65cf\u7684\u6587\u5316\u4f20\u7edf\u548c\u98ce\u4fd7\u3002\u8fd9\u7c7b\u5e7f\u544a\u7684\u6587\u7a3f\u64b0\u5199\u8981\u7b26\u5408\u5f53\u5730\u4eba\u7684\u8bed\u8a00\u4e60\u60ef\u548c\u5fc3\u7406\u7279\u5f81\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">F<\/td><\/tr><tr><td>Frequency \u4e00\u4e2a\u6d4f\u89c8\u8005\u770b\u5230\u540c\u4e00\u4e2a\u5e7f\u544a\u7684\u6b21\u6570\u3002<br>\u5e7f\u544a\u4e3b\u53ef\u4ee5\u901a\u8fc7\u9650\u5b9a\u8fd9\u4e2a\u6b21\u6570\u6765\u8fbe\u5230\u63d0\u9ad8\u5e7f\u544a\u6548\u679c\u7684\u76ee\u7684\u3002<br>Frequency \u9891\u7387 \u5728\u4e00\u6bb5\u65f6\u95f4\u5185\u5e7f\u544a\u64ad\u51fa\u7684\u6b21\u6570\u3002<br>full service advertising agency \u5168\u9762\u670d\u52a1\u5e7f\u544a\u4ee3\u7406\u5546 \u80fd\u8d1f\u8d23\u5b9e\u65bd\u6574\u4e2a\u5e7f\u544a\u6d3b\u52a8\u7684\u5927\u3001\u4e2d\u578b\u5e7f\u544a\u4ee3\u7406\u5546\u3002\u5b83\u4eec\u53ef\u80fd\u6709\u9644\u5c5e\u673a\u6784\u6216\u534f\u4f5c\u5355\u4f4d\u4e3a\u5b83\u4eec\u8fdb\u884c\u5e02\u573a\u8c03\u7814\u3001\u516c\u5171\u5173\u7cfb\uff0c\u6216\u8fdb\u884c\u8425\u4e1a\u63a8\u5e7f\u5de5\u4f5c\u3002<br>fixed day \u6307\u5b9a\u65e5\u671f<br>\u6307\u5b9a\u7684\u53d1\u5e03\u5e7f\u544a\u7684\u65e5\u671f\u6216\u65f6\u95f4\u3002\u5a92\u4ecb\u4e5f\u6709\u622a\u7a3f\u65e5\u671f\uff08closing date\uff09\u548c\u622a\u7a3f\u65f6\u95f4\uff08closingtime\uff09\u3002\u5a92\u4ecb\u5e7f\u544a\u62e5\u6324\u65f6\u5c31\u4f1a\u4ea7\u751f\u53ef\u5f97\u6027\uff08availability\uff09\u7684\u7ade\u4e89\u3002<br>free advertising \u514d\u8d39\u5e7f\u544a<br>\u4e0d\u4ed8\u8d39\u7684\u5e7f\u544a\u3002\u5982\u516c\u76ca\u6027\u5e7f\u544a\uff0c\u7531\u5e7f\u544a\u4ee3\u7406\u5546\u514d\u8d39\u8bbe\u8ba1\uff0c\u5a92\u4ecb\u5355\u4f4d\u514d\u8d39\u63d0\u4f9b\u7248\u800c\u6216\u65f6\u95f4\u3002<br>free-standing insert advertisement \u5939\u9875\u5e7f\u544a<br>\u5939\u5728\u520a\u7269\u4e2d\uff0c\u4e0e\u520a\u7269\u540c\u65f6\u53d1\u884c\u7684\u5355\u5f20\u6216\u591a\u9875\u5e7f\u544a\u3002\u5939\u9875\u5e7f\u544a\u6709\u5355\u8272\u7684\uff0c\u4e5f\u6709\u591a\u8272\u7684\u3002\u8fd9\u7c7b\u5e7f\u544a\u53ef\u4ee5\u5728\u5236\u4f5c\u65b9\u9762\u505a\u5230\u6bd4\u62a5\u7eb8\u5e7f\u544a\u66f4\u7cbe\u7f8e\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">G<\/td><\/tr><tr><td>gift advertising \u8d60\u54c1\u5e7f\u544a<br>\u4ee5\u8d60\u54c1\u4e3a\u53f7\u53ec\u4fc3\u8fdb\u4ea7\u54c1\u9500\u552e\u7684\u5e7f\u544a\u3002\u8d60\u9001\u6837\u54c1\uff08sample\uff09\u7684\u5e7f\u544a\uff0c\u4e5f\u53ef\u4ee5\u5f52\u5165\u8fd9\u4e2a\u8303\u7574\u3002<br>global brand \u5168\u7403\u54c1\u724c<br>\u5728\u4e16\u754c\u5404\u5904\u4f7f\u7528\u540c\u4e00\u540d\u79f0\u3001\u540c\u4e00\u5546\u6807\u8bbe\u8ba1\u7684\u5546\u54c1\uff0c\u5982\u7f8e\u56fd\u7684\u53ef\u53e3\u53ef\u4e50\u7b49\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">H<\/td><\/tr><tr><td>hard-sell advertising \u786c\u9500\u552e\u5e7f\u544a<br>\u4ee5\u9500\u552e\u670d\u52a1\u4e3a\u4e2d\u5fc3\u7684\u5e7f\u544a\uff0c\u660e\u786e\u9610\u8ff0\u81ea\u5df1\u7684\u7acb\u573a\uff0c\u5ba3\u4f20\u5185\u5bb9\u4e3a\u4ea7\u54c1\u672c\u8eab\u53ca\u4fc3\u9500\u52aa\u529b\uff0c\u610f\u5728\u6fc0\u53d1\u6d88\u8d39\u8005\u7684\u8d2d\u4e70\u6b32\u671b\uff0c\u5e76\u4f7f\u8fd9\u79cd\u6b32\u671b\u4ed8\u8bf8\u5b9e\u65bd\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">I<\/td><\/tr><tr><td>image advertising \u5f62\u8c61\u5e7f\u544a<br>\u4e13\u4e3a\u6811\u7acb\u4f01\u4e1a\u5f62\u8c61\u800c\u8fdb\u884c\u7684\u5e7f\u544a\uff0c\u76ee\u7684\u5728\u4e8e\u589e\u8fdb\u793e\u4f1a\u5404\u754c\u5bf9\u4f01\u4e1a\u7684\u4e86\u89e3\u548c\u652f\u6301\u3002\u65e5\u672c\u79f0\u201c\u5370\u8c61\u5e7f\u544a\u201d\u3002<br>impact advertising \u6709\u51b2\u51fb\u529b\u7684\u5e7f\u544a<br>\u80fd\u5f15\u8d77\u4eba\u4eec\u6781\u5927\u6ce8\u610f\u5e76\u7559\u4e0b\u5f3a\u70c8\u5370\u8c61\u7684\u5e7f\u544a\u3002\u4f46\u5176\u8868\u73b0\u65b9\u5f0f\u5fc5\u987b\u662f\u5065\u5eb7\u7684\u3002<br>inadequate advertising \u4e0d\u9002\u5f53\u5e7f\u544a<br>\u8fdd\u53cd\u300a\u4e2d\u534e\u4eba\u6c11\u5171\u548c\u56fd\u5e7f\u544a\u6cd5\u300b\u89c4\u5b9a\u7684\u5e7f\u544a\uff0c\u5373\u662f\u4e0d\u9002\u5f53\u7684\u5e7f\u544a\uff0c\u5e94\u8be5\u5c3d\u529b\u675c\u7edd\u3002<br>Impression \u5373\u5e7f\u544a\u7684\u6536\u89c6\u6b21\u6570\u3002counter(\u8ba1\u6570\u5668)\u4e0a\u7684\u7edf\u8ba1\u6570\u5b57\u5373\u8be5\u7f51\u9875\u7684 Impression\u3002\u5e7f\u544a\u4e3b\u5e0c\u671b\u4ed6\u7684\u5e7f\u544a\u88ab10\u4e07\u4eba\u6b21\u770b\u5230\uff0c\u8fd910\u4e07\u4eba\u6b21\u5c31\u662f10\u4e07\u4e2aImpression.<br>inflight advertising \u98de\u884c\u4e2d\u5e7f\u544a<br>\u5728\u98de\u884c\u65f6\u5411\u4e58\u5ba2\u63d0\u4f9b\u7684\u5404\u79cd\u5a31\u4e50\u53ca\u670d\u52a1\u9879\u76ee\u53d1\u5e03\u7684\u5e7f\u544a\uff0c\u5982\u5e7f\u64ad\u3001\u7535\u89c6\u65b0\u95fb\u77ed\u7247\u53ca\u8d60\u9001\u5e7f\u544a\u793c\u54c1\u7b49\u3002<br>insert \u63d2\u9875<br>\u5939\u5728\u62a5\u520a\u4e2d\u7684\u5e7f\u544a\u5370\u5237\u54c1\u3002\u5546\u54c1\u76ee\u5f55\u4e5f\u53ef\u4ee5\u4f5c\u4e3a\u63d2\u9875\u5939\u5165\u62a5\u7eb8\u3002\u8fd9\u79cd\u5f62\u5f0f\u4e5f\u79f0\u4e3aflyer\u3002<br>insertion order \u5e7f\u544a\u8ba2\u5355<br>\u5e7f\u544a\u4e3b\u6216\u5e7f\u544a\u4ee3\u7406\u5546\u53d1\u4ea4\u5a92\u4f53\u767b\u8f7d\u5e7f\u544a\u7684\u8ba2\u5355\uff0c\u4e5f\u79f0\u201c\u53d1\u7a3f\u5355\u201d\u3002\u53d1\u7a3f\u5355\u4e2d\u8981\u8be6\u7ec6\u8f7d\u660e\u5e7f\u544a\u53d1\u5e03\u7684\u5730\u4f4d\u3001\u65f6\u95f4\u3001\u5c3a\u5bf8\u3001\u9891\u7387\u7b49\uff0c\u5e76\u8fde\u540c\u5e7f\u544a\u7a3f\u3001\u753b\u7a3f\uff08\u6216\u7535\u89c6\u7247\uff09\u4e00\u5e76\u9001\u4ea4\u5a92\u4ecb\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"text-align:center;background-color:#abb8c3\">J<\/td><\/tr><tr><td>Job press \u96f6\u4ef6\u5370\u5237<br>\u627f\u5370\u96f6\u661f\u5370\u5237\u5c55\u5f00\uff0c\u5728\u9a91\u7f1d\u4e2d\u95f4\u81ea\u80cc\u9762\u7528\u8ba2\u4e66\u9488\u8ba2\u4e8c\u6b21\u6216\u4e09\u6b21\u3002\u4e3a\u9875\u6570\u4e0d\u591a\u7684\u5370\u5237\u54c1\u6216\u6742\u5fd7\u6240\u5e38\u7528\u3002<br>Justify \u6574\u7248<br>\u5e7f\u544a\u6587\u5b57\u6392\u7248\u540e\uff0c\u8c03\u6574\u5b57\u7684\u884c\u5217\uff0c\u4f7f\u5176\u7b26\u5408\u6240\u9700\u7684\u957f\u5ea6\uff0c\u5e76\u5c06\u53c2\u5dee\u4e0d\u9f50\u7684\u53f3\u8fb9\u7f18\u6392\u9f50\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table class=\"has-background has-cyan-bluish-gray-background-color\"><tbody><tr><td style=\"text-align:center\">K<\/td><\/tr><tr><td style=\"background-color:#ffffff\">Key media problem \u5a92\u4ecb\u7684\u4e3b\u8981\u95ee\u9898<br>\u662f\u5a92\u4ecb\u90e8\u5206\u7684\u603b\u7eb2\uff0c\u8bf4\u660e\u9488\u5bf9\u5e02\u573a\u7684\u60c5\u51b5\uff0c\u9009\u62e9\u5a92\u4ecb\u7684\u4e3b\u8981\u95ee\u9898\u662f\u4ec0\u4e48<br>Key word \u4e2d\u5fc3\u8bcd<br>\u96c6\u4e2d\u8868\u73b0\u5e7f\u544a\u6587\u7a3f\u7684\u8bcd\u8bed\u3002\u662f\u6574\u7bc7\u5e7f\u544a\u6587\u7a3f\u4e2d\u6700\u91cd\u8981\u7684\u8bcd\u8bed\uff0c\u662f\u4f7f\u6587\u7a3f\u4ea7\u751f\u6548\u679c\u7684\u5173\u952e\uff0c\u56e0\u6b64\u5fc5\u987b\u5ba1\u614e\u9009\u62e9 \u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">L<\/td><\/tr><tr><td>lamp post advertising \u8def\u706f\u67f1\u5e7f\u544a<br>\u8bbe\u7f6e\u5728\u8def\u706f\u67f1\u4e0a\u7684\u5e7f\u544a\uff0c\u6709\u7528\u62db\u8d34\u7684\uff0c\u4e5f\u6709\u7528\u8010\u4e45\u642a\u74f7\u724c\u7684\u3002<br>large-scale advertising \u5927\u89c4\u6a21\u7684\u5e7f\u544a<br>\u5f80\u5f80\u662f\u6307\u4e00\u79cd\u5e7f\u544a\u8fd0\u52a8\u6301\u7eed\u65f6\u95f4\u957f\uff0c\u5e7f\u544a\u8d39\u7528\u9ad8\u6216\u8005\u5a92\u4ecb\u8ba1\u5212\u4e2d\u5305\u542b\u7684\u5a92\u4ecb\u6570\u76ee\u591a\u7684\u5e7f\u544a\u3002\u53ef\u4ee5\u5355\u7eaf\u5730\u6307\u8868\u73b0\u89c4\u6a21\u5de8\u5927\u7684\u5e7f\u544a\u3002<br>Layout \u6784\u56fe\u7248\u5f0f<br>life-cycle analysis \u751f\u547d\u5468\u671f\u5206\u6790\u6cd5<br>\u662f\u4e00\u79cd\u4ee5S\u66f2\u7ebf\u4e3a\u57fa\u7840\u7684\u6709\u5173\u4ea7\u54c1\u6210\u957f\u7387\u7684\u5206\u6790\u548c\u9884\u6d4b\uff0c\u9002\u7528\u4e8eS\u66f2\u7ebf\u4e0d\u540c\u9636\u6bb5\u4ea7\u54c1\u7684\u9500\u552e\u9884\u6d4b\uff0c\u9700\u8981\u6570\u636e\uff1b\u4ea7\u54c1\u6216\u76f8\u7c7b\u4f3c\u4ea7\u54c1\u7684\u5e74\u5ea6\u9500\u552e\u91cf\u3002<br>local (regional) advertising \u5730\u533a\u6027\u5e7f\u544a<br>\u5728\u4e00\u5b9a\u5730\u533a\u5185\u53d1\u5e03\u7684\u5e7f\u544a\uff0c\u91c7\u7528\u5730\u533a\u6027\u7684\u5e7f\u544a\u5a92\u4ecb\u3002\u5982\u5f53\u5730\u7684\u767e\u8d27\u5546\u5e97\u6216\u5176\u4ed6\u96f6\u552e\u5546\u5e97\uff0c\u5728\u5f53\u5730\u7684\u62a5\u7eb8\u3001\u7535\u89c6\u53f0\u3001\u5e7f\u64ad\u53f0\u53d1\u5e03\u5e7f\u544a\uff0c\u4ee5\u53ca\u5728\u5f53\u5730\u505a\u6237\u5916\u5e7f\u544a\u548c\u4ea4\u901a\u5e7f\u544a\u7b49\u3002\u65e5\u672c\u79f0\u201c\u5730\u57df\u5e7f\u544a\u201d\u3002<br>logotype\u3001logo \u6807\u5fd7<br>\u8868\u793a\u7279\u5f81\u7684\u8bb0\u53f7\uff0c\u5982\u62a5\u520a\u3001\u5546\u6807\u540d\u7b49\u3002\u5728\u5e7f\u544a\u4e1a\u4e2d\u4e5f\u79f0\u4e3a\u6807\u8bc6\u3002\u4f5c\u4e3a\u4f01\u4e1a\u6216\u4ea7\u54c1\u7279\u5b9a\u6807\u5fd7\u7684\u56fe\u6848\u6216\u6587\u5b57\u7ecf\u6ce8\u518c\u5373\u4e3a\u5546\u6807\u3002<br>light box advertising \u706f\u7bb1\u5e7f\u544a<br>\u706f\u7bb1\u5916\u6846\u662f\u94dd\u5408\u91d1\u6216\u4e0d\u9508\u94a2\uff0c\u7bb1\u9762\u662f\u6709\u673a\u73bb\u7483\u505a\u6210\uff0c\u5185\u88c5\u65e5\u5149\u7ba1\u6216\u9713\u8679\u7ba1\uff0c\u753b\u9762\u4e00\u822c\u662f\u7167\u76f8\u8f6f\u7247\u3002\u8bbe\u7f6e\u5728\u5546\u5e97\u95e8\u53e3\u6216\u5e97\u5802\u5185\u90e8\uff0c\u4ee5\u53ca\u516c\u5171\u573a\u6240\u53ca\u9053\u8def\u3001\u7acb\u4ea4\u8def\u4e24\u4fa7\u3002 \u65b0\u578b\u7684\u67d4\u6027\u706f\u7bb1\u4e00\u6539\u4f20\u7edf\u706f\u7bb1\u767d\u5929\u6548\u679c\u5dee\uff0c\u6ca1\u6709\u4e86\u56fe\u8c61\u3001\u6587\u5b57\u5b57\u5f62\u5355\u8c03\u7684\u7f3a\u61be\uff0c\u4ee5\u5176\u903c\u771f\u7684\u56fe\u8c61\u663e\u793a\u3001\u4e30\u5bcc\u7684\u5b57\u5f62\u3001\u65e0\u8bba\u767d\u5929\u9ed1\u591c\u5747\u4ee5\u8273\u4e3d\u7684\u8272\u5f69\u3001\u5f3a\u70c8\u7684\u8d28\u611f\u663e\u793a\u51fa\u7279\u6709\u7684\u88c5\u9970\u6548\u679c\u3002\u4ee5\u67d4\u6027\u706f\u7bb1\u7684\u5236\u4f5c\u6280\u672f\u53ca\u6750\u6599\u3001\u5de5\u827a\u4e0d\u4ec5\u53ef\u4ee5\u5236\u6210\u8986\u76d6\u6574\u4e2a\u5899\u9762\u7684\u5de8\u578b\u706f\u7bb1\u4e0e\u5efa\u7b51\u7269\u6eb6\u4e8e\u4e00\u4f53\uff0c\u8fd8\u53ef\u505a\u6210\u5b9e\u7269\u6a21\u578b\uff0c\u800c\u4e14\u51e0\u5e74\u4e0d\u53d8\u8272\u3001\u6613\u8fd0\u8f93\u3001\u6613\u5b89\u88c5\u3001\u4e0d\u6613\u78e8\u635f\u53ca\u963b\u71c3\u3002\u5e7f\u6cdb\u7528\u4e8e\u94f6\u884c\u3001\u8d85\u7ea7\u5e02\u573a\u3001\u5feb\u9910\u5e97\u3001\u52a0\u6cb9\u7ad9\u7b49\u3002\u5df2\u6210\u4e3a\u4e00\u79cd\u5546\u5e97\u95e8\u9762\u88c5\u9970\u65b0\u5f62\u5f0f\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">M<\/td><\/tr><tr><td>magazine advertising \u6742\u5fd7\u5e7f\u544a<br>\u520a\u767b\u5728\u6742\u5fd7\u4e0a\u7684\u5e7f\u544a\u3002\u6742\u5fd7\u53ef\u5206\u4e3a\u4e13\u4e1a\u6027\u6742\u5fd7\uff08professional magazine\uff09\u3001\u884c\u4e1a\u6027\u6742\u5fd7\uff08<br>trade magazine\uff09\u3001\u6d88\u8d39\u8005\u6742\u5fd7\uff08consumer magazine\uff09\u7b49\u3002\u7531\u4e8e\u5404\u7c7b\u6742\u5fd7\u8bfb\u8005\u6bd4\u8f83\u660e\u786e\uff0c\u662f\u5404\u7c7b\u4e13\u4e1a\u5546\u54c1\u5e7f\u544a\u7684\u826f\u597d\u5a92\u4ecb\u3002\u520a\u767b\u5728\u5c01\u4e8c\u3001\u5c01\u4e09\u3001\u5c01\u56db\u548c\u4e2d\u95f4\u53cc\u9762\u7684\u6742\u5fd7\u5e7f\u544a\u4e00\u822c\u7528\u5f69\u8272\u5370\u5237\uff0c\u7eb8\u8d28\u4e5f\u8f83\u597d\uff0c\u56e0\u6b64\u8868\u73b0\u529b\u8f83\u5f3a\uff0c\u662f\u62a5\u7eb8\u5e7f\u544a\u96be\u4ee5\u6bd4\u62df\u7684\u3002\u6742\u5fd7\u5e7f\u544a\u8fd8\u53ef\u4ee5\u7528\u8f83\u591a\u7684\u7bc7\u5e45\u6765\u4f20\u9012\u5173\u4e8e\u5546\u54c1\u7684\u8be6\u5c3d\u4fe1\u606f\uff0c\u65e2\u5229\u4e8e\u6d88\u8d39\u8005\u7406\u89e3\u548c\u8bb0\u5fc6\uff0c\u4e5f\u6709\u66f4\u9ad8\u7684\u4fdd\u5b58\u4ef7\u503c\u3002 \u6742\u5fd7 \u5e7f\u544a\u7684\u7f3a\u70b9\u662f\uff1a\u5f71\u54cd\u8303\u56f4\u8f83\u7a84\u3002\u56e0\u6742\u5fd7\u51fa\u7248\u5468\u671f\u957f\uff0c\u7ecf\u6d4e\u4fe1\u606f\u4e0d\u6613\u53ca\u65f6\u4f20\u9012\u3002<br>mail order advertising \u90ae\u8d2d\u5e7f\u544a<br>\u5728\u90ae\u8d2d\u76ee\u5f55\u4e0a\u520a\u767b\u7684\u5e7f\u544a\u3002\u5f62\u5f0f\u4e4b\u4e00\u662f\u7531\u90ae\u8d2d\u5546\u5e97\u5411\u5ba2\u6237\u5206\u5bc4\u6216\u5206\u53d1\u90ae\u8d2d\u76ee\u5f55\uff0c\u7531\u5ba2\u6237\u6309\u76ee\u5f55\u4e0a\u7684\u5546\u54c1\u7f16\u53f7\u53ca\u5b9a\u4ef7\uff0c\u628a\u8d27\u6b3e\u6c47\u5230\u90ae\u8d2d\u5546\u5e97\uff0c\u5546\u5e97\u6536\u5230\u540e\u5373\u5411\u5ba2\u6237\u5bc4\u53d1\u5546\u54c1\u3002\u8fd9\u7c7b\u90ae\u8d2d\u76ee\u5f55\u6709\u6210\u518c\u7684\uff0c\u4e5f\u6709\u914d\u5408\u65f6\u4ee4\u5206\u5b63\u96f6\u9875\u5bc4\u53d1\u7684\uff0c\u5728\u524d\u8005\u4e0a\u520a\u767b\u5e7f\u544a\u4e00\u822c\u8981\u6536\u8d39\uff0c\u540e\u8005\u5927\u90fd\u662f\u514d\u8d39\u7684\u3002<br>mail survey \u90ae\u5bc4\u8c03\u67e5<br>\u5c06\u4e8b\u5148\u8bbe\u8ba1\u597d\u7684\u8c03\u67e5\u8868\uff08\u4ea6\u79f0\u95ee\u5377\uff0cquestionnaire\uff09\u6295\u5bc4\u7ed9\u8c03\u67e5\u5bf9\u8c61\uff0c\u8981\u6c42\u586b\u597d\u540e\u5bc4\u56de\u3002 \u8fd9\u79cd\u5f62\u5f0f\u662f\u5728\u88ab\u8bbf\u95ee\u8005\u4e0d\u613f\u9762\u8c08\u53ca\u5176\u53cd\u5e94\u53ef\u80fd\u53d7\u8bbf\u95ee\u8005\u6216\u66f2\u89e3\u7684\u60c5\u51b5\u4e0b\u6240\u80fd\u91c7\u53d6\u7684\u6700\u597d\u529e\u6cd5 \u3002\u95ee\u5377\u5fc5\u987b\u7b80\u6d01\uff0c\u95ee\u9898\u660e\u4e86\u3002\u90ae\u5bc4\u8c03\u67e5\u8868\u7684\u56de\u6536\u7387\u4e00\u822c\u8f83\u4f4e\uff0c\u56de\u6536\u65f6\u95f4\u8f83\u8fdf\u7f13\u3002<br>mailing list \u5bc4\u53d1\u8868<br>\u76f4\u9500\u9700\u8981\u7f16\u5236\u5bc4\u53d1\u8868\u3002\u5bc4\u53d1\u5bf9\u8c61\u7684\u540d\u5355\u53ef\u6765\u81ea\u7535\u8bdd\u7c3f\u3001\u884c\u540d\u5f55\u3001\u672c\u4f01\u4e1a\u5ba2\u6237\u7684\u540d\u5355\uff0c\u548c\u5e7f\u544a\u4e2d\u7d22\u53d6\u8bf4\u660e\u4e66\u7684\u56de\u6298\u3002\u4e5f\u53ef\u4ee5\u6536\u96c6\u5404\u79cd\u534f\u4f1a\u7684\u4f1a\u5458\u5f55\uff0c\u62a5\u520a\u6742\u5fd7\u7684\u8ba2\u6237\u540d\u5f55\u3002\u56fd\u5916\u6709\u4e9b\u4f1a\u5458\u5f55\u548c\u8ba2\u6237\u540d\u5f55\u53ef\u4ee5\u4ed8\u8d39\u8d2d\u4e70\u3002<br>maintenance advertising \u7ef4\u6301\u6027\u5e7f\u544a<br>\u5728\u5927\u89c4\u6a21\u5e7f\u544a\u4ee5\u540e\uff0c\u520a\u767b\u5730\u4f4d\u8f83\u4e0d\u663e\u8457\u6216\u65f6\u95f4\u8f83\u77ed\u7684\u5e7f\u544a\uff0c\u4ee5\u4fdd\u6301\u6d88\u8d39\u8005\u6216\u7528\u6237\u5bf9\u5927\u89c4\u6a21\u5e7f\u544a\u5185\u5bb9\u7684\u5370\u8c61\u3002<br>Margin \u9875\u8fb9\u7a7a\u767d<br>\u5370\u5237\u5e7f\u544a\uff08\u5982\u62a5\u520a\u5e7f\u544a\uff09\u5728\u6392\u7248\u65f6\u5e94\u5728\u5e7f\u544a\u56db\u5468\u7559\u6709\u4e00\u5b9a\u7684\u7a7a\u767d\uff0c\u8fd9\u6837\u53ef\u4ee5\u5728\u89c6\u89c9\u4e0a\u8d77\u5230\u826f\u597d\u7684\u6548\u679c\u3002\u5982\u679c\u4e0d\u7559\u7a7a\u767d\uff0c\u800c\u4f7f\u5e7f\u544a\u6491\u8db3\u7248\u9762\u79f0\u4e3a\u201c\u51fa\u8840\u201d\uff08breed\uff09\u3002<br>market research \u5e02\u573a\u8c03\u67e5<br>market segmentation \u5e02\u573a\u7ec6\u5206\u5316<br>\u4ea6\u79f0\u4e3a\u5e02\u573a\u533a\u9694\u3001\u5e02\u573a\u5206\u5272\u6216\u5e02\u573a\u5212\u5206\u3002\u4f01\u4e1a\u5728\u5e02\u573a\u7ecf\u8425\u6d3b\u52a8\u4e2d\uff0c\u4e3a\u4e86\u66f4\u597d\u6ee1\u8db3\u6d88\u8d39\u8005\u65e5\u76ca\u589e\u957f\u7684\u7269\u8d28\u548c\u7cbe\u795e\u9700\u6c42\uff0c\u4e00\u822c\u9700\u8981\u6839\u636e\u4e00\u5b9a\u7684\u6807\u51c6\uff0c\u628a\u5e02\u573a\u5212\u5206\u4e3a\u62e5\u6709\u7279\u5b9a\u6d88\u8d39\u8005\u7fa4\u4ee5\u66f4\u7ec6\u5c0f\u7684\u5e02\u573a\u3002\u5e02\u573a\u7ec6\u5206\u662f\u4f01\u4e1a\u5236\u5b9a\u5e02\u573a\u8425\u9500\u7b56\u7565\u548c\u9009\u62e9\u76ee\u6807\u5e02\u573a\u7684\u524d\u63d0\uff0c\u901a\u5e38\u628a\u7ecf\u6d4e\u5f62\u6001\u3001\u5730\u7406\u73af\u5883\u3001\u6d88\u8d39\u8005\u6027\u683c\u548c\u8d2d\u4e70\u884c\u52a8\u7b49\u56e0\u7d20\u4f5c\u4e3a\u5212\u5206\u7684\u6807\u51c6\uff0c\u4ece\u800c\u5bf9\u6210\u5343\u4e0a\u4e07\u6d88\u8d39\u8005\u6784\u6210\u7684\u5e02\u573a\u8fdb\u884c\u7ec6\u5206\u3002<br>media buying \u5a92\u4ecb\u8d2d\u4e70<br>\u5a92\u4ecb\u8ba1\u5212\u7ecf\u5ba2\u6237\u901a\u8fc7\u540e\uff0c\u5411\u6240\u91c7\u7528\u7684\u5a92\u4ecb\u8ba2\u8d2d\u7248\u9762\u6216\u65f6\u95f4\u3002<br>media department \u5a92\u4ecb\u90e8\u95e8<br>media evaluation \u5a92\u4ecb\u8bc4\u4ef7<br>\u8d1f\u8d23\u5a92\u4ecb\u8bc4\u4ef7\u7684\u4eba\u5458\uff0c\u4e00\u822c\u88ab\u79f0\u4e3a\u5a92\u4ecb\u8ba1\u5212\u5458\u3002\u5a92\u4ecb\u8ba1\u540c\u7ecf\u8fc7\u8bc4\u4ef7\u548c\u9009\u62e9\u62df\u8ba2\u5e7f\u544a\u7684\u5a92\u4ecb\u8ba1\u5212\u3002\u5e7f\u544a\u4ee3\u7406\u5546\u987b\u6536\u96c6\u5404\u79cd\u6709\u5173\u5907\u9009\u5a92\u4ecb\u7684\u8d44\u6599\uff0c\u6709\u65f6\u8fd8\u9700\u8981\u4e3a\u7279\u5b9a\u7684\u5ba2\u6237\u6216\u884c\u4e1a\u5728\u5a92\u4ecb\u8d44\u6599\u65b9\u9762\u505a\u4e13\u95e8\u670d\u52a1\u3002\u53d1\u8fbe\u56fd\u5bb6\u7684\u5a92\u4ecb\u5355\u4f4d\u4e5f\u4e3b\u52a8\u63d0\u4f9b\u6709\u5173\u8bfb\u8005\u3001\u89c2\u4f17\u3001\u542c\u4f17\u7684\u8d44\u6599\uff0c\u5e76\u5370\u6210\u4e13\u518c\uff08media kit\uff09\u514d\u8d39\u63d0\u4f9b\u7ed9\u5e7f\u544a\u4ee3\u7406\u5546\u548c\u5e7f\u544a\u4e3b\u3002\u5a92\u4ecb\u8ba1\u5212\u5458\u8981\u5bf9\u8fd9\u4e9b\u8d44\u6599\u8fdb\u884c\u8bc4\u4ef7\u3001\u6838\u5b9e\u3002<br>media mix \u5a92\u4ecb\u7ec4\u5408<br>\u5728\u540c\u4e00\u5a92\u4f53\u8ba1\u5212\u4e2d\uff0c\u4f7f\u7528\u4e24\u79cd\u53ca\u4e24\u79cd\u4ee5\u4e0a\u4e0d\u540c\u7684\u5a92\u4ecb\uff0c\u79f0\u5a92\u4ecb\u7ec4\u5408\u3002\u5a92\u4ecb\u7ec4\u5408\u6240\u4ea7\u751f\u7684\u534f\u540c\u4f5c\u7528\uff0c\u5176\u603b\u548c\u6548\u679c\u8fdc\u5927\u4e8e\u5404\u5a92\u4f53\u5206\u522b\u76f8\u52a0\u4e4b\u548c\u3002<br>media objectives \u5a92\u4ecb\u76ee\u6807<br>\u662f\u5a92\u4ecb\u548c\u6574\u4e2a\u5e02\u573a\u8425\u9500\u548c\u5e7f\u544a\u8ba1\u5212\u7684\u5173\u7cfb\uff1a \u8981\u901a\u8fc7\u5a92\u4ecb\u8fbe\u5230\u7684\u76ee\u6807\u5e02\u573a\uff1b \u80fd\u652f\u914d\u7684\u9884\u7b97\uff1b \u5fc5\u8981\u7684\u5230\u8fbe\u5ea6(reach)\u548c\u5e7f\u544a\u51fa\u73b0\u7684\u9891(frequency)\uff1b\u6309\u5e74\u6216\u6309\u6708\u7684\u6301\u7eed\u60c5\u51b5\uff1b \u5fc5\u8981\u7684\u4f38\u7f29\u6027\uff1b \u5a92\u4ecb\u548c\u521b\u610f\u7684\u5173\u7cfb<br>media recommendations \u5a92\u4ecb\u4ecb\u7ecd<br>\u8be6\u7ec6\u800c\u6b63\u786e\u5730\u5217\u51fa\u53ef\u4f9b\u9009\u62e9\u7684\u5a92\u4ecb\uff0c\u5982\u679c\u6240\u7528\u7684\u5a92\u4ecb\u662f\u522b\u51fa\u5fc3\u88c1\u7684\uff0c\u5c31\u9700\u8981\u6709\u5fc5\u8981\u7684\u8bf4\u660e\u3002<br>media research \u5a92\u4ecb\u8c03\u67e5<br>\u5a92\u4ecb\u8c03\u67e5\u7684\u76ee\u7684\u5728\u4e8e\u5bfb\u627e\u76ee\u6807\u987e\u5ba2\u4f20\u8fbe\u9884\u671f\u5c55\u9732\u6b21\u6570\u6216\u6210\u672c\u6548\u76ca\u7684\u6700\u4f73\u9014\u5f84\uff0c\u5373\u6b63\u786e\u5730\u8fdb\u884c \u4ecb\u9009\u62e9\u3002\u4e3a\u6b64\u5c31\u5fc5\u987b\u5bf9\u62a5\u520a\u3001\u6742\u5fd7\u3001\u8def\u724c\u3001\u7535\u89c6\u3001\u7535\u5f71\u3001\u5e7f\u64ad\u7b49\u5404\u79cd\u5a92\u4ecb\u8fdb\u884c\u8c03\u67e5\uff0c\u4ece\u5176\u53d1\u884c\u91cf\uff08\u89c2\u4f17\u4eba\u6570\u6216\u6536\u89c6\u7387\uff09\uff0c\u4e3b\u8981\u9605\u8bfb\u5bf9\u8c61\uff0c\u89c6\u542c\u6536\u89c6\u8005\u7684\u5e74\u9f84\u3001\u6587\u5316\u5c42\u6b21\u3001\u6536\u5165\u60c5\u51b5\u3001\u4ecb\u6240\u80fd\u8fbe\u5230\u7684\u5730\u7406\u8986\u76d6\u9762\u7b49\u591a\u65b9\u5165\u624b\uff0c\u5e76\u7ed3\u5408\u4f01\u4e1a\u7684\u5177\u4f53\u60c5\u51b5\uff0c\u5982\u5e7f\u544a\u76ee\u6807\u3001\u5e7f\u544a\u9884\u7b97\u3001\u76ee\u6807 \u987e\u5ba2\u7684\u786e\u8ba4\u7b49\u4f5c\u4e3a\u8c03\u67e5\u5bf9\u8c61\u7684\u5a92\u4ecb\u8fdb\u884c\u5206\u6790\u548c\u7b5b\u9009\u3002<br>media service \u5a92\u4ecb\u670d\u52a1<br>\u5a92\u4ecb\u662f\u5e7f\u544a\u88ab\u53d7\u4f17\u8bfb\u5230\u3001\u770b\u5230\u6216\u542c\u5230\u7684\u5e7f\u544a\u8f7d\u4f53\uff0c\u901a\u8fc7\u5a92\u4ecb\u6709\u6548\u5730\u8fbe\u5230\u5e7f\u544a\u76ee\u6807\u3002\u5e7f\u544a\u4ee3\u7406\u5546\u63d0\u4f9b\u7684\u5a92\u4ecb\u670d\u52a1\u5305\u62ec\uff1a1\uff0c\u5bf9\u5a92\u4ecb\u7684\u8bc4\u4ef7\uff1b2\uff0c\u5bf9\u5a92\u4ecb\u7684\u9009\u62e9\uff1b3\uff0c\u5411\u5ba2\u6237\u63d0\u4f9b\u9002\u5f53\u7684\u5a92\u4ecb\u7ec4\u5408\u3001\u7b56\u7565\u65b9\u6848\u3002<br>media strategy \u5a92\u4ecb\u7b56\u7565<br>\u5305\u62ec\u5a92\u4ecb\u8ba1\u5212\u7684\u5177\u4f53\u95ee\u9898\uff0c\u4f8b\u5982\u9009\u62e9\u4e86\u4e00\u79cd\u5a92\u4ecb\uff0c\u8bf4\u660e\u9009\u62e9\u7684\u7406\u7531\uff0c\u5e76\u548c\u5a92\u4ecb\u76ee\u6807\u6709\u5173\u7cfb\u3002\u5a92\u4ecb\u7b56\u7565\u5305\u62ec\u4e0b\u5217\u5404\u4e2a\u65b9\u9762\uff1a \u6240\u9009\u5a92\u4ecb\u7684\u7c7b\u522b\uff08\u5982\u7535\u89c6\u6216\u6742\u5fd7\uff09\uff1b \u628a\u5e7f\u544a\u9884\u7b97\u5206\u914d\u5230\u5730\u533a\uff1b \u628a\u9884\u7b97\u5206\u914d\u5230\u5a92\u4ecb\uff08\u91d1\u989d\u548c\u603b\u6570\u7684\u767e\u5206\u6bd4\uff09\uff1b \u628a\u9884\u7b97\u5206\u914d\u5230\u6708\u5ea6\u3001\u5b63\u5ea6\u3001\u5e74\u5ea6\uff1b \u6309\u6708\u6216\u6309\u5b63\u5e0c\u671b\u8fbe\u5230\u7684\u5230\u8fbe\u7387\u53ca\u9891\u7387\u7684\u6c34\u5e73\uff1b \u5728\u7279\u5b9a\u7684\u67d0\u4e00\u4e2a\u6708\u4e2d\u5e0c\u671b\u8fbe\u5230\u6709\u6548\u7684\u5230\u8fbe\u7387\u548c\u9891\u7387\uff1b \u4e3b\u8981\u7684\u548c\u6b21\u8981\u548c\u76ee\u6807\u5e02\u573a\u7684\u89c4\u6a21\uff1b\u5bf9\u7b56\u7565\u6027\u76ee\u6807\u7684\u8861\u91cf\uff1b \u5fc5\u8981\u7684\u5bf9\u5730\u533a\u7684\u8861\u91cf\uff1b \u5982\u679c\u9700\u8981\u53d9\u8ff0\u5343\u4eba\u4ef7\u683c\u7684\u8ba1\u7b97\uff1b \u5a92\u4ecb\u5355\u4f4d\u7684\u8bf4\u660e\uff08\u598230\u621660\u79d2\uff0c\u5168\u9875\u6216\u4e0d\u5230\u5168\u9875\uff09\uff1b\u9009\u62e9\u6216\u5b89\u6392\u53d1\u5e03\u65e5\u7a0b\u7684\u51c6\u5219\uff1b\u8bf4\u660e\u5bf9\u7ade\u4e89\u5bf9\u624b\u7684\u5173\u7cfb\uff0c\u7279\u522b\u662f\u67d0\u4e00\u4e3b\u8981\u7684\u54c1\u724c\uff1b\u5bf9\u6bcf\u4e00\u7b56\u7565\u7684\u57fa\u672c\u539f\u7406\u7684\u9610\u8ff0\u3002<br>Moving icon<br>\u4f1a\u98de\u7684button\u5e7f\u544a\uff0c\u53ef\u4ee5\u6839\u636e\u5e7f\u544a\u4e3b\u7684\u8981\u6c42\u5e76\u7ed3\u5408\u7f51\u9875\u672c\u8eab\u7279\u70b9\u8bbe\u8ba1&#8221;\u98de\u884c&#8221;\u8f68\u8ff9\uff0c\u589e\u5f3a\u5e7f\u544a\u7684\u7206\u5149\u7387\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"text-align:center;background-color:#abb8c3\">N<\/td><\/tr><tr><td>national advertising \u5168\u56fd\u6027\u5e7f\u544a<br>\u5728\u5168\u56fd\u8303\u56f4\u5185\u8fdb\u884c\u7684\u5e7f\u544a\uff0c\u91c7\u7528\u5168\u56fd\u6027\u5e7f\u544a\u5a92\u4ecb\uff0c\u91c7\u7528\u5168\u56fd\u6027\u5e7f\u544a\u7684\u5e7f\u544a\u4e3b\u79f0\u4e3anational advertiser\u3002<br>neon light advertising \u9713\u8679\u706f\u5e7f\u544a<br>\u9713\u8679\u706f\u7531\u73bb\u7483\u7ba1\u5236\u6210\uff0c\u5e76\u6309\u7167\u8bbe\u8ba1\u8981\u6c42\u5f2f\u6210\u5404\u79cd\u6587\u5b57\u548c\u56fe\u6848\uff0c\u7136\u540e\u5728\u73bb\u7483\u7ba1\u4e24\u7aef\u914d\u5236\u94dc\u7535\u6781\uff0c\u5728\u7ba1\u5185\u704c\u6ce8\u6c16\u3001\u6c29\u7b49\u5404\u79cd\u968b\u6027\u6c14\u4f53\uff0c\u63a5\u901a\u9ad8\u538b\u7535\u6e90\u540e\u53d1\u51fa\u5404\u8272\u5149\uff0c\u662f\u6237\u5916\u5e7f\u544a\u7684\u4e3b\u8981\u5f62\u5f0f\u4e4b\u4e00\uff0c\u8fd8\u53ef\u4ee5\u4e3a\u591c\u5e55\u589e\u52a0\u8272\u5f69\u548c\u52a8\u611f\u3002\u5927\u578b\u7684\u9713\u8679\u706f\uff08\u6216\u7528\u7535\u706f\u6ce1\u7f00\u6210\u7684\uff09\u5e7f\u544a\u79f0\u4e3aspectacular\u3002<br>newspaper advertising \u62a5\u7eb8\u5e7f\u544a<br>\u520a\u767b\u5728\u62a5\u7eb8\u4e0a\u7684\u5e7f\u544a\u3002\u62a5\u7eb8\u662f\u4e00\u79cd\u5370\u5237\u5a92\u4ecb\uff08print-medium\uff09\u3002\u5b83\u7684\u7279\u70b9\u662f\u53d1\u884c\u9891\u7387\u9ad8\u3001\u53d1\u884c\u91cf\u5927\u3001\u4fe1\u606f\u4f20\u9012\u5feb\uff0c\u56e0\u6b64\u62a5\u7eb8\u5e7f\u544a\u53ef\u53ca\u65f6\u5e7f\u6cdb\u53d1\u5e03\u3002\u62a5\u7eb8\u5e7f\u544a\u4ee5\u6587\u5b57\u548c\u56fe\u753b\u4e3a\u4e3b\u8981\u89c6\u89c9\u523a\u6fc0\uff0c\u4e0d\u50cf\u5176\u4ed6\u5e7f\u544a\u5a92\u4ecb\uff0c\u5982\u7535\u89c6\u3001\u5e7f\u544a\u7b49\u53d7\u5230\u65f6\u95f4\u7684\u9650\u5236\u3002\u800c\u4e14\u62a5\u7eb8\u53ef\u4ee5\u53cd\u590d\u9605\u8bfb\uff0c\u4fbf\u4e8e\u4fdd\u5b58\u3002 \u9274\u4e8e\u62a5\u7eb8\u7eb8\u8d28\u53ca\u5370\u5236\u5de5\u827a\u4e0a\u7684\u539f\u56e0\uff0c\u62a5\u7eb8\u5e7f\u544a\u4e2d\u7684\u5546\u54c1\u5916\u89c2\u5f62\u8c61\u548c\u6b3e\u5f0f\u3001\u8272\u5f69\u4e0d\u80fd\u7406\u60f3\u5730\u53cd\u6620\u51fa\u6765\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">O<\/td><\/tr><tr><td>outdoor advertising \u6237\u5916\u5e7f\u544a<br>\u8bbe\u7f6e\u5728\u6237\u5916\u7684\u5e7f\u544a\uff0c\u5982\u8def\u724c\u5e7f\u544a\u548c\u9713\u8679\u706f\u5e7f\u544a\u3001\u706f\u7bb1\u5e7f\u544a\u7b49\u3002\u56fd\u5916\u8fd8\u6709\u5e7f\u544a\u5854\u3001\u5e7f\u544a\u67f1\u5f62\u5f0f\uff0c\u7f8e\u56fd\u76ee\u524d\u79f0out-of-home advertising\u3002\u5728\u79d1\u5b66\u6280\u672f\u8fc5\u901f\u53d1\u5c55\u7684\u73b0\u4ee3\u793e\u4f1a\uff0c\u6237\u5916\u5e7f\u544a\u662f\u5f15\u8fdb\u65b0\u6280\u672f\u3001\u65b0\u6750\u6599\u3001\u65b0\u5de5\u827a\u7684\u70ed\u70b9\uff0c\u5e76\u6210\u4e3a\u7f8e\u5316\u57ce\u5e02\u7684\u4e00\u79cd\u827a\u672f\u54c1\uff0c\u662f\u57ce\u5e02\u5546\u54c1\u7ecf\u6d4e\u53d1\u8fbe\u7a0b\u5ea6\u53ca\u4eba\u7684\u7cbe\u795e\u9762\u8c8c\u548c\u6587\u5316\u7d20\u517b\u7684\u6807\u5fd7\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">P<\/td><\/tr><tr><td>pass on readership \u4f20\u9605\u8bfb\u8005<br>\u4e0d\u662f\u81ea\u5df1\u82b1\u94b1\u8d2d\u4e70\u6216\u8ba2\u9605\u520a\u7269\uff0c\u800c\u662f\u770b\u522b\u4eba\u8d2d\u4e70\u6216\u8ba2\u9605\u7684\u6742\u5fd7\u3002\u5982\u56fe\u4e66\u9986\u3001\u9605\u89c8\u5ba4\u7684\u520a\u7269\u53ca\u62a5\u7eb8\u5c31\u6709\u4e0d\u5c11\u4f20\u9605\u8bfb\u8005\u3002\u5a92\u4f53\u53ef\u4ee5\u901a\u8fc7\u8c03\u67e5\u63d0\u4f9b\u4f20\u9605\u8bfb\u8005\u7684\u6570\u76ee\u3002\u5982\u679c\u67d0\u4e00\u520a\u7269\u7684\u4f20\u9605\u8bfb\u8005\u662f\u56db\u4eba\uff0c\u5b83\u7684\u603b\u8bfb\u8005\u5373\u662f\u8d2d\u4e70\u6216\u8ba2\u9605\u8005\u6570\u76ee\u7684\u56db\u500d\u3002<br>Penetration \u6e17\u900f\u5ea6<br>\u5a92\u4ecb\u6df1\u5165\u5230\u53d7\u4f17\u7684\u7a0b\u5ea6\u3002\u4ee5\u80fd\u76f4\u63a5\u63a5\u89e6\u5a92\u4f53\u7684\u4e2a\u4eba\u6216\u5bb6\u5ead\u7684\u6bd4\u7387\u6765\u8ba1\u7b97\u3002\u5a92\u4ecb\u4e3a\u4e86\u8bc1\u660e\u81ea\u5df1\u7684\u6e17\u900f\u5ea6\u7f16\u5236\u4e86\u5a92\u4ecb\u7b80\u4ecb\uff08media kit\uff09\uff0c\u8be6\u7ec6\u8bb0\u8f7d\u8be5\u5a92\u4ecb\u80fd\u6df1\u5165\u5230\u591a\u5c11\u6709\u8d2d\u4e70\u529b\u7684\u5bb6\u5ead\u6216\u4e2a\u4eba\u3002<br>platform side advertising \u7ad9\u53f0\u5e7f\u544a<br>\u8bbe\u7f6e\u5728\u94c1\u8def\u53ca\u5730\u94c1\u7b49\u7684\u7ad9\u53f0\u3001\u6708\u53f0\u4e0a\u7684\u5e7f\u544a\u3002<br>point-of-purchase advertising \u8d2d\u7269\u70b9\u5e7f\u544a<br>\u80fd\u52a0\u5f3a\u8d2d\u7269\u70b9\u5c55\u552e(P.O.Pdisplay)\u7684\u6548\u679c\u3002\u60ac\u6302\u7269(hanger)\u3001\u65d7\u5e1c\u3001\u6d77\u62a5\u3001\u8d27\u67b6\u9648\u5217\u724c\u548c\u8bf4\u660e\u4e66\u80fd\u5438\u5f15\u6d88\u8d39\u8005\uff1b\u9648\u5217\u67dc(stand)\u3001\u9648\u5217\u724c\uff08show card)\u7b49\u80fd\u5e2e\u52a9\u76f8\u5173\u4ea7\u54c1\u9500\u552e\uff1b\u6a71\u7a97\u9648\u5217 (window display and shop window advertising)\u53ef\u52a0\u5f3a\u6d88\u8d39\u8005\u5bf9\u4ea7\u54c1\u7cfb\u5217\u7684\u5370\u8c61\u3002\u4e5f\u79f0\u4e3a\u5e7f\u544a\u4fc3\u6210\u7269\u3002<br>P.O.P. display \u8d2d\u7269\u70b9\u5c55\u793a<br>\u8d2d\u7269\u70b9\u9648\u5217\u5546\u54c1\u53ca\u5404\u79cd\u5546\u54c1\u7684\u793a\u8303\u8868\u6f14\uff0c\u5305\u62ec\u6a71\u7a97\u88c5\u9970\uff08window dressing\uff09\u3002\u53ef\u4ee5\u6811\u7acb\u54c1\u724c\uff0c\u6709\u5229\u4e8e\u8425\u4e1a\u63a8\u5e7f\u3002\u8d2d\u7269\u70b9\u5c55\u552e\u5546\u54c1\u4e25\u683c\u9075\u5faa\u4e94\u4e2a\u201c\u9002\u5f53\u201d\u7684\u539f\u5219\uff0c\u5373\u9002\u5f53\u7684\u5546\u54c1\u2014\u2014\u5177\u6709\u9500\u552e\u6f5c\u529b\u7684\u5546\u54c1\uff1b\u9002\u5f53\u7684\u4ef7\u683c\u2014\u2014\u5177\u6709\u7ade\u4e89\u6027\u7684\u4ef7\u683c\uff1b\u9002\u5f53\u7684\u4f4d\u7f6e\u2014\u2014\u4ee5\u5546\u54c1\u6b63\u9762\u9648\u5217\u5728\u663e\u8457\u7684\u3001\u9002\u5408\u6d88\u8d39\u8005\u91c7\u8d2d\u7ebf\u8def\u7684\u3001\u5bb9\u6613\u62ff\u5230\u7684\u4f4d\u7f6e\uff1b\u9002\u5f53\u7684\u65f6\u95f4\u2014\u2014\u914d\u5408\u7535\u53f0\u3001\u7535\u89c6\u53f0\u3001\u62a5\u520a\u3001\u6742\u5fd7\u7b49\u5e7f\u544a\u53d1\u5e03\u53ca\u9500\u552e\u65fa\u5b63\u3001\u5468\u672b\u8d2d\u7269\u9ad8\u5cf0\u7b49\u65f6\u95f4\uff1b\u9002\u5f53\u7684\u6570\u91cf\u2014\u2014\u8ba9\u6d88\u8d39\u8005\u6709\u5145\u5206\u6311\u9009\u4f59\u5730\u800c\u53c8\u4e0d\u5f62\u6210\u5806\u79ef\u4e4b\u4e0d\u4fbf\u7684\u6570\u91cf\u3002\u8d2d\u7269\u70b9\u9648\u5217\u8d44\u6599\u4e0e\u7535\u89c6\u6216\u5370\u5237\u54c1\u5ba3\u4f20\u7ed3\u5408\u8d77\u6765\u6548\u679c\u4f1a\u66f4\u597d\u3002<br>Page view \u7efc\u5408\u6d4f\u89c8\u91cf:<br>\u7f51\u7ad9\u5404\u7f51\u9875\u88ab\u6d4f\u89c8\u7684\u603b\u6b21\u6570.\u4e00\u4e2a\u8bbf\u5ba2\u6709\u53ef\u80fd\u521b\u9020\u5341\u51e0\u4e2a\u751a\u81f3\u66f4\u591a\u7684Pageviews\u3002\u662f\u76ee\u524d\u5224\u65ad\u7f51\u7ad9\u8bbf\u95ee\u6d41\u91cf\u6700\u5e38\u7528\u7684\u8ba1\u7b97\u65b9\u5f0f\uff0c\u4e5f\u662f\u53cd\u6620\u4e00\u4e2a\u7f51\u7ad9\u53d7\u6b22\u8fce\u7a0b\u5ea6\u7684\u91cd\u8981\u6307\u6807\u4e4b\u4e00\u3002<br>Positioning \u4ea7\u54c1\u5b9a\u4f4d<br>\u4f7f\u4ea7\u54c1\u5728\u672a\u6765\u6f5c\u5728\u987e\u5ba2\u5fc3\u76ee\u4e2d\u5360\u6709\u7684\u4f4d\u7f6e\u3002\u5176\u91cd\u70b9\u662f\u5728\u5bf9\u672a\u6765\u6f5c\u5728\u987e\u5ba2\u6c11\u667a\u6240\u4e0b\u7684\u529f\u592b\uff0c\u4e3a\u6b64\u8981\u4ece\u4ea7\u54c1\u7279\u5f81\u3001\u5305\u88c5\u3001\u670d\u52a1\u7b49\u591a\u65b9\u9762\u4f5c\u7814\u7a76\uff0c\u5e76\u987e\u53ca\u5230\u7ade\u4e89\u5bf9\u624b\u7684\u60c5\u51b5\u3002\u901a\u8fc7\u5e02\u573a\u5b9e\u9a8c\u53ca\u968f\u7740\u5e02\u573a\u548c\u6d88\u8d39\u8005\u6d88\u8d39\u4e60\u60ef\u7684\u53d8\u5316\uff0c\u4ea7\u54c1\u5728\u5fc5\u8981\u65f6\u8981\u8fdb\u884c\u91cd\u65b0\u5b9a\u4f4d\uff08repositioning\uff09\u3002<br>poster advertising \u62db\u8d34\u5e7f\u544a<br>\u4ee5\u62db\u8d34\u5f62\u5f0f\u5f20\u8d34\u7684\u6237\u5916\u5e7f\u544a\u3001\u62db\u8d34\u5e7f\u544a\u5177\u6709\u60a0\u4e45\u7684\u5386\u53f2\uff0c\u5e76\u968f\u7740\u5370\u5237\u6280\u672f\u7684\u8fdb\u6b65\uff0c\u65e5\u8d8b\u5b8c\u7f8e \u3002\u6709\u4e9b\u57ce\u5e02\u8bbe\u6709\u56fa\u5b9a\u7684\u5982\u8d34\u680f\uff0c\u4e13\u4f9b\u5f20\u8d34\u62db\u8d34\u5e7f\u544a\uff0c\u800c\u5927\u90e8\u4efd\u62db\u8d34\u5219\u5f20\u8d34\u5728\u5546\u5e97\u7684\u6a71\u7a97\u5916\u9762 \u3002<br>potential market \u6f5c\u5728\u5e02\u573a<br>\u6709\u6f5c\u5728\u8d2d\u4e70\u529b\uff0c\u503c\u5f97\u5f00\u53d1\u7684\u5e02\u573a\u3002\u901a\u8fc7\u5404\u9879\u4fc3\u9500\u624b\u6bb5\uff0c\u5305\u62ec\u5e7f\u544a\uff0c\u53ef\u4ee5\u4f7f\u6f5c\u5728\u5e02\u573a\u8f6c\u53d8\u4e3a\u73b0\u6709\u5e02\u573a\u3002<br>Production \u5236\u4f5c<br>\u5e7f\u544a\u7a3f\u5b8c\u6210\u4ee5\u540e\u81f3\u53d1\u5e03\u4ee5\u524d\u7684\u5fc5\u8981\u51c6\u5907\uff0c\u5305\u62ec\u6392\u5b57\u3001\u5370\u5237\u3001\u6444\u50cf\u3001\u6444\u5f71\u7b49\u5de5\u5e8f\u3002\u4e13\u95e8\u4ece\u4e8b\u5e7f\u544a\u5236\u4f5c\u7684\u5355\u4f4d\u79f0\u4e3aproduction house\u3002<br>primary readership \u57fa\u672c\u8bfb\u8005<br>\u6700\u521d\u8d2d\u4e70\u6216\u4ed8\u6b3e\u8ba2\u9605\u520a\u7269\u7684\u8bfb\u8005\u3002\u540e\u8005\u5e76\u4e0d\u662f\u81ea\u5df1\u82b1\u94b1\u8d2d\u4e70\u6216\u8ba2\u9605.Printing \u5370\u5237 \u628a\u6587\u5b57\u3001\u56fe\u753b\u7b49\u901a\u8fc7\u6280\u672f\u624b\u6bb5\u5370\u5728\u7eb8\u4e0a\u3002\u4e00\u822c\u6279\u91cf\u8f83\u5927\u3002\u56e0\u6240\u7528\u5370\u5237\u673a\u3001\u539f\u6599\u3001\u6750\u6599\u548c\u6280\u672f\u4e0d\u540c\uff0c\u53ef\u5206\u4e3a\u591a\u79cd\u5370\u5237\uff0c\u5982\uff1a\u94c5\u5370\u3001\u80f6\u5370\u3001\u51f9\u7248\u5370\u7b49\u7b49\u3002<br>product advertising \u5546\u54c1\u5e7f\u544a<br>\u4ee5\u4ecb\u7ecd\u5546\u54c1\u7684\u540d\u79f0\u3001\u7279\u5f81\u5e76\u8fdb\u884c\u9500\u552e\u8bf4\u670d\u7b49\u4e3a\u4e3b\u8981\u5185\u5bb9\u7684\u5e7f\u544a\uff0c\u533a\u522b\u4e8e\u4f01\u4e1a\u5e7f\u544a\u3002\u5927\u90e8\u5206\u5e7f\u544a\u5c5e\u4e8e\u5546\u54c1\u5e7f\u544a\u7684\u8303\u7574\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">Q<\/td><\/tr><tr><td>Quality control \u8d28\u91cf\u7ba1\u7406<br>\u4fdd\u8bc1\u4ea7\u54c1\u8fbe\u5230\u9884\u671f\u9500\u552e\u76ee\u6807\u7684\u6761\u4ef6\u9996\u63a8\u8d28\u91cf\u3002\u8bb8\u591a\u5382\u5546\u90fd\u628a\u8d28\u91cf\u5217\u4e3a\u91cd\u8981\u7ba1\u7406\u5217\u4e3a\u91cd\u8981\u5de5\u4f5c \uff0c\u7b80\u79f0\u4e3aQC\u3002\u89c4\u6a21\u8f83\u5927\u7684\u5b9e\u884c\u5168\u9762\u8d28\u91cf\u7ba1\u7406\uff08totalquality control\uff09\uff0c\u7b80\u79f0\u4e3aTQC\u3002<br>Quiz advertising \u63d0\u95ee\u5f0f\u5e7f\u544a<br>\u5728\u5e7f\u544a\u4e2d\u63d0\u51fa\u95ee\u9898\uff0c\u671f\u671b\u6d88\u8d39\u8005\u56de\u7b54\u3002\u9274\u4e8e\u6d88\u8d39\u8005\u7684\u56de\u7b54\u5f80\u5f80\u662f\u6709\u6761\u4ef6\u7684\uff0c\u6709\u65f6\u8981\u5728\u8fd9\u7c7b\u5e7f\u544a\u4e2d\u9644\u52a0\u8d60\u54c1\u6216\u914d\u5408\u5f00\u5956\u3002\u8fd9\u7c7b\u5e7f\u544a\u65e8\u5728\u52a0\u6df1\u6d88\u8d39\u8005\u5bf9\u4f01\u4e1a\u6216\u4ea7\u54c1\u7684\u8ba4\u8bc6\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">R<\/td><\/tr><tr><td>radio broadcasting advertising \u65e0\u7ebf\u7535\u5e7f\u64ad\u5e7f\u544a<br>\u901a\u8fc7\u65e0\u7ebf\u7535\u5e7f\u64ad\u53f0\u5e7f\u64ad\u7684\u5e7f\u544a\u3002\u53ef\u4ee5\u4f20\u5230\u56db\u9762\u516b\u65b9\uff0c\u6df1\u5165\u6bcf\u4e2a\u5bb6\u5ead\u3002 \u5e7f\u64ad\u5e7f\u544a\u4ee5\u8bed\u8a00\u3001\u97f3\u4e50\u548c\u97f3\u54cd\u4e3a\u8981\u7d20\uff0c\u5c24\u4ee5\u8bed\u8a00\u4e3a\u4e3b\u4f53\uff0c\u53cd\u6620\u5546\u54c1\u7684\u5177\u4f53\u4fe1\u606f\u3002\u8fd9\u7c7b\u5e7f\u544a\u7684\u6548\u679c\u5728\u5f88\u5927\u7a0b\u5ea6\u4e0a\u4f9d\u8d56\u4e8e\u542c\u4f17\u7684\u7406\u89e3\u529b\u3002\u5e7f\u64ad\u5e7f\u544a\u8981\u6c42\u8bed\u8a00\u6e05\u6670\u3001\u660e\u4e86\u3001\u51c6\u786e\u5730\u8868\u8fbe\u5e7f\u544a\u5185\u5bb9\uff0c\u5728\u5546\u6807\u54c1\u540d\u3001\u751f\u4ea7\u5382\u5546\u53ca\u9500\u552e\u70b9\u5730\u5740\u3001\u7535\u8bdd\u7b49\u91cd\u8981\u5185\u5bb9\u7684\u64ad\u82ad\u5e94\u7a0d\u6162\uff0c\u5e76\u9002\u5f53\u52a0\u4ee5\u91cd\u590d\uff0c\u4ee5\u589e\u5f3a\u542c\u89c9\u6548\u679c\u3002\u6b64\u5916\uff0c\u8981\u6c42\u8bed\u8a00\u4e2d\u80af\u3001\u81ea\u7136\uff0c\u5207\u5fcc\u88c5\u8154\u4f5c\u52bf\u548c\u4e0d\u7740\u8fb9\u9645\u7684\u5439\u6367\u3002<br>Rebate \u8d4e\u4ef7\u5238<br>\u5ef6\u8fdf\u7ed9\u4e88\u6d88\u8d39\u8005\u7684\u6298\u6263\u51ed\u5238\u3002\u6d88\u8d39\u8005\u628a\u8d4e\u4ef7\u5238\u5bc4\u56de\u5382\u5546\u53ef\u6536\u5230\u5382\u5546\u5bc4\u6765\u7684\u6298\u6263\u94b1\u6570\u3002\u5b83\u7684\u6548\u679c\u4e0d\u53ca\u6298\u4ef7\u5238\u5927\uff0c\u4f46\u53ef\u4ee5\u63d0\u9ad8\u5956\u989d\u3002\u4e5f\u53ef\u4ee5\u8981\u6c42\u6d88\u8d39\u8005\u5fc5\u987b\u5bc4\u56de\u591a\u79cd\u5546\u54c1\u7684\u8d4e\u4ef7\u5238\u624d\u53ef\u5151\u6362\u73b0\u91d1\u3002\u662f\u8425\u4e1a\u63a8\u5e7f\u7684\u5de5\u5177\u4e4b\u4e00\u3002<br>rate card \u4ef7\u76ee\u8868<br>\u5404\u79cd\u5a92\u4ecb\u4e3a\u520a\u767b\u53ca\u53d1\u5e03\u5e7f\u544a\u5730\u4f4d\u3001\u65f6\u95f4\u4e0d\u540c\u800c\u5236\u5b9a\u4e0d\u540c\u7684\u6536\u8d39\u4ef7\u683c\u8868\u3002\u53ef\u4f9b\u5e7f\u544a\u4e3b\u6216\u5e7f\u544a\u4ee3\u7406\u5546\u53c2\u8003\u3002\u6709\u4e00\u4e9b\u7279\u5b9a\u7684\u4ef7\u683c\uff0c\u5982\uff1a 1. \u7ec4\u5408\u4ef7\u683c\uff08combination rate\uff09\uff1a\u8fd0\u7528\u4e00\u5bb6\u51fa\u7248\u793e\u51fa\u7248\u7684\u4e24\u79cd\u520a\u7269\u6240\u4eab\u53d7\u7684\u6298\u6263\u4ef7\uff0c\u6216 \u8005\u662f\u540c\u65f6\u91c7\u7528\u4e24\u4e2a\u5e7f\u64ad\u7535\u53f0\u6216\u7535\u89c6\u53f0\u800c\u4eab\u53d7\u7684\u6298\u6263\uff1b 2. \u4e00\u6b21\u6027\u4ef7\u683c\uff08one time rate\uff09\uff1b 3. \u6700\u4f4e\u4ef7\u683c\uff08end rate\uff09\uff1a\u662f\u5e7f\u64ad\u53f0\u6216\u7535\u89c6\u53f0\u6240\u80fd\u63a5\u53d7\u7684\u6700\u4f4e\u5e7f\u544a\u4ef7\u683c\u3002<br>Readership \u8bfb\u8005\u603b\u6570<br>\u67d0\u4e00\u6307\u5b9a\u671f\u53f7\u520a\u7269\u7684\u5168\u90e8\u8bfb\u8005\uff0c\u800c\u4e0d\u7ba1\u4ed6\u4eec\u600e\u6837\u6536\u5230\u520a\u7269\uff0c\u5728\u4ec0\u4e48\u5730\u65b9\u9605\u8bfb\u6216\u9605\u8bfb\u7a0b\u5ea6\u5982\u4f55 \u3002\u520a\u7269\u7684\u9500\u6570\u6108\u5927\uff0c\u8bfb\u8005\u7684\u603b\u6570\u4e5f\u5c31\u6108\u5927\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">S<\/td><\/tr><tr><td>sales promotion advertising agency \u8425\u4e1a\u63a8\u5e7f\u5e7f\u544a\u4ee3\u7406\u5546 \u4e13\u95e8\u8bbe\u8ba1\u8425\u4e1a\u63a8\u5e7f\u7684\u5e7f\u544a\u4ee3\u7406\u5546\uff0c\u6709\u65f6\u662f\u5168\u9762\u670d\u52a1\uff08\u5168\u80fd\uff09\u5e7f\u544a\u4ee3\u7406\u5546\u7684\u9644\u5c5e\u673a\u6784\uff0c\u4e13\u95e8\u4e3a\u5ba2\u6237\u8bbe\u8ba1\u548c\u7ec4\u7ec7\u5404\u79cd\u8bf8\u5982\u7ade\u8d5b\u3001\u964d\u4ef7\u3001\u8d60\u9001\u3001\u5546\u54c1\u9648\u5217\u7b49\u8425\u4e1a\u63a8\u5e7f\u6d3b\u52a8\u3002<br>Sampling \u62bd\u6837 &lt;\u62bd\u6837\u7684\u610f\u4e49\u662f\u4ece\u5c40\u90e8\u5373\u6837\u54c1(sample)\u7684\u60c5\u51b5\u63a8\u7b97\u6574\u4f53\u60c5\u51b5\u3002\u62bd\u6837\u8c03\u67e5\u662f\u4e0e\u666e\u67e5(census)\u76f8\u5bf9\u800c\u8a00\u7684\u3002\u62bd\u6837\u5927\u4f53\u5206\u4e3a\u968f\u673a\u62bd\u6837(probability sampling)\u548c\u76ee\u7684\u62bd\u6837(purposive<br>sampling)\u4e24\u79cd\u3002<br>Schedule \u5e7f\u544a\u53d1\u5e03\u65f6\u95f4\u8868<br>\u9009\u5b9a\u5a92\u4ecb\u540e\u5e7f\u544a\u4e3b\u6216\u4ee3\u7406\u5546\u7f16\u6392\u5e7f\u544a\u53d1\u5e03\u65f6\u95f4\u8868\uff0c\u4ee5\u4fbf\u6709\u6b21\u5e8f\u5730\u53d1\u5e03\u5e7f\u544a\u5e76\u4e14\u53d1\u5e03\u540e\u53ef\u4ee5\u68c0\u67e5\u3002<br>seasonal advertising \u5b63\u8282\u6027\u5e7f\u544a<br>\u914d\u5408\u5b63\u8282\u800c\u520a\u767b\u7684\u5e7f\u544a\uff0c\u7279\u522b\u7528\u4e8e\u4e0e\u5b63\u8282\u53d8\u5316\u6709\u76f4\u63a5\u5173\u7cfb\u7684\u5546\u54c1\uff0c\u4f8b\u5982\u590f\u5b63\u670d\u88c5\u5e7f\u544a\uff0c\u4e00\u822c\u5728\u6625\u672b\u590f\u521d\u520a\u767b\uff1b\u6bcf\u9022\u611f\u6069\u8282\u3001\u5723\u8bde\u8282\u7684\u5927\u6279\u914d\u5408\u8282\u65e5\u7684\u5e7f\u544a\u3002\u7531\u4e8e\u5b63\u8282\u6027\u4ea7\u54c1\u7684\u51fa\u73b0\uff0c\u9020\u5c31\u4e86\u5b63\u8282\u6027\u5e7f\u544a\u3002<br>Segmentation \u7ec6\u5206 \u56e0\u4e3a\u76f4\u9500\u4e0d\u540c\u4e8e\u5927\u4f17\u8425\u9500\uff08mass marketing\uff09\uff0c\u662f\u9009\u5b9a\u5bf9\u8c61\u6709\u76ee\u6807\u5730\u9500\u552e\uff0c\u56e0\u6b64\u7ec6\u5206\u9500\u552e\u5bf9\u8c61\u662f\u5173\u952e\u3002\u53ef\u8fd0\u7528\u5e02\u573a\u7ec6\u5206\u7684\u539f\u7406\uff0c\u628a\u7279\u5b9a\u7684\u4ea7\u54c1\u8baf\u606f\u4f20\u8fbe\u7ed9\u67d0\u4e00\u7279\u5b9a\u7684\u672a\u88ab\u6ee1\u8db3\u7684\u6d88\u8d39\u8005\u7fa4\u3002<br>seller\u2019s marker \u5356\u65b9\u5e02\u573a \u6216\u79f0\u5356\u4e3b\u5e02\u573a\u3002<br>\u662f\u4ee5\u5356\u65b9\u4e3a\u4e2d\u5fc3\u7684\u5e02\u573a\u3002\u5f53\u5e02\u573a\u4e0a\u4e70\u4e3b\u591a\uff0c\u5356\u65b9\u63d0\u4f9b\u7684\u5546\u54c1\u6ee1\u8db3\u4e0d\u4e86\u4e70\u65b9\u7684\u9700\u8981\uff0c\u5bfc\u81f4\u5546\u54c1\u4ef7\u683c\u4e0a\u6da8\uff0c\u5356\u65b9\u60dc\u552e\uff0c\u800c\u4e70\u65b9\u6c42\u8d2d\u5fc3\u5207\u3002\u5728\u5356\u65b9\u5e02\u573a\u4e0a\u5356\u65b9\u5904\u4e8e\u652f\u914d\u5730\u4f4d\u3002<br>Sequence \u987a\u5e8f<br>\u65f6\u95f4\u6216\u7a7a\u95f4\u4e0a\u6392\u5217\u7684\u5148\u540e\u3002\u6210\u529f\u7684\u5e7f\u544a\u9996\u5148\u5438\u5f15\u53d7\u4f17\u89c6\u7ebf\u7684\u4e3a\u5e7f\u544a\u4e0a\u7684\u7126\u70b9\uff08focal point \uff09\uff0c\u7136\u540e\u6839\u636e\u7ec4\u6210\u5e7f\u544a\u5185\u5bb9\u7684\u5404\u4e2a\u90e8\u5206\u6d41\u7545\uff08flow\uff09\u7684\u5b89\u6392\uff0c\u4f7f\u88ab\u5438\u5f15\u8fc7\u6765\u7684\u89c6\u7ebf\u987a\u5e8f\u7ecf\u8fc7\u6bcf\u4e00\u90e8\u5206\uff0c\u6700\u7ec8\u8bfb\u5b8c\u6574\u5e45\u5e7f\u544a\u3002<br>serial advertising \u7cfb\u5217\u5e7f\u544a<br>\u9646\u7eed\u53d1\u5e03\u7684\u4e00\u7cfb\u5217\u5e7f\u544a\u3002\u7528\u4ee5\u4ecb\u7ecd\u4e00\u79cd\u4ea7\u54c1\u7684\u591a\u4e2a\u7279\u6027\u6216\u4e00\u4e2a\u54c1\u724c\u7684\u591a\u4e2a\u54c1\u79cd\u3002\u7cfb\u5217\u5e7f\u544a\u7684\u6bcf\u4e00\u5219\u7740\u91cd\u4ecb\u7ecd\u67d0\u4e00\u7279\u70b9\uff0c\u4ee5\u52a0\u6df1\u6d88\u8d39\u8005\u5bf9\u4ea7\u54c1\u5168\u9762\u7406\u89e3\u3002\u7cfb\u5217\u5e7f\u544a\u7684\u6700\u5927\u7279\u70b9\u662f\u5e7f\u544a\u7684\u5e03\u5c40\uff08layout\uff09\u5927\u4f53\u76f8\u540c\u3002<br>Slogan \u6807\u8bed<br>\u6807\u8bed\u5728\u6b63\u6587\u4e4b\u540e\uff0c\u8d77\u753b\u9f99\u70b9\u775b\u7684\u4f5c\u7528\uff0c\u800c\u4e14\u662f\u957f\u671f\u4f7f\u7528\u7684\u3002\u6807\u8bed\u5fc5\u987b\u7740\u91cd\u6d88\u8d39\u8005\u53ef\u5f97\u7684\u5b9e\u9645\u5229\u76ca\uff0c\u7a81\u51fa\u72ec\u7279\u7684\u9500\u552e\u9648\u8ff0\uff08USP\uff09\u3002<br>soft-sell advertising \u8f6f\u9500\u552e\u5e7f\u544a<br>\u548c\u786c\u9500\u552e\u5e7f\u544a\u4e0d\u540c\uff0c\u610f\u5728\u6ee1\u8db3\u6d88\u8d39\u8005\u95f4\u63a5\u7684\u8bc9\u6c42\uff08appeal\uff09\uff0c\u5982\u4ee5\u60c5\u611f\u3001\u60ac\u5ff5\u7b49\u4e3a\u4e2d\u5fc3\u5f15\u8d77\u6d88\u8d39\u8005\u5174\u8da3\u3002<br>\u5e97\u94fa\u5e7f\u544a store advertising \u5728\u5546\u5e97\u4e2d\u8bbe\u7f6e\u7684\u5e7f\u544a\u3002\u4e3b\u8981\u662f\u62db\u724c\uff08store sign\uff09\u548c\u8d2d\u7269\u70b9\u5e7f\u544a\uff08P.O.P. advertising\uff09\uff0c\u8fd1\u5e74\u6765\u53c8\u5e7f\u6cdb\u8bbe\u7f6e\u706f\u7bb1\uff08light box\uff09\u5e7f\u544a\u3002<br>street car advertising \u8857\u8f66\u5e7f\u544a<br>\u8bbe\u7f6e\u5728\u8def\u4e0a\u884c\u9a76\u7684\u8857\u8f66\u524d\u9762\u3001\u4fa7\u9762\u548c\u9876\u9762\u7684\u5e7f\u544a\uff0c\u5982\u7535\u8f66\u3001\u516c\u5171\u6c7d\u8f66\u3001\u51fa\u79df\u6c7d\u8f66\u4e0a\u7684\u5e7f\u544a\u3002<br>subway advertising \u5730\u94c1\u5e7f\u544a \u8bbe\u7f6e\u5728\u5730\u94c1\u7ad9\u53e3\u3001\u7ad9\u5185\u7684\u5e7f\u544a\u548c\u5730\u94c1\u8f66\u53a2\u91cc\u7684\u5e7f\u544a\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">T<\/td><\/tr><tr><td>\u5e7f\u544a\u662f\u9488\u5bf9\u8c01\u7684\uff0c\u8bf4\u660e\u54ea\u4e9b\u4eba\u662f\u6f5c\u5728\u7684\u4e3b\u987e\u53ca\u5176\u539f\u56e0\uff0c\u8fd9\u4e9b\u4e3b\u987e\u53ef\u80fd\u662f\u76ee\u524d\u7684\u7528\u6237\uff0c\u4e5f\u53ef\u80fd\u662f\u7ade\u4e89\u5bf9\u624b\u4ea7\u54c1\u7684\u7528\u6237\u6216\u73b0\u5728\u8fd8\u4e0d\u662f\u7528\u6237\u3002 \u9009\u62e9\u76ee\u6807\u5e02\u573a\u5c31\u662f\u5728\u5e02\u573a\u4e0a\u5bfb\u627e\u4e00\u4e2a\u76ee\u524d\u4ea7\u54c1\u8fd8\u6ca1\u6709\u8db3\u6216\u4e0d\u591f\u6ee1\u8db3\u7684\u7fa4\u4f53\uff0c\u7ecf\u5e02\u573a\u7ec6\u5206\u9009\u51fa\u76ee\u6807\u5e02\u573a\u540e\uff0c\u624d\u80fd\u6839\u636e\u76ee\u6807\u5e02\u573a\u7684\u7279\u70b9\u8fdb\u884c\u5e7f\u544a\u7b49\u4e00\u7cfb\u5217\u7684\u4fc3\u9500\u6d3b\u52a8\u3002\u76ee\u6807\u5e02\u573a\u7684\u9009\u62e9\uff0c\u662f\u53d1\u5c55\u6574\u4f53\u8425\u9500\u7ec4\u5408\u7684\u57fa\u672c\u8981\u7d20\u3002<br>target audience \u76ee\u6807\u53d7\u4f17<br>\u5e7f\u544a\u8981\u8fbe\u5230\u7684\u67d0\u4e00\u7279\u5b9a\u7c7b\u578b\u7684\u53d7\u4f17\uff0c\u5982\u4e00\u822c\u9632\u76b1\u7eb9\u5316\u5986\u54c1\u7684\u76ee\u6807\u53d7\u4f17\u662f35\u5c81\u4ee5\u4e0a\u7684\u5987\u5973\u7b49\u3002<br>tear sheet, voucher copy \u6837\u5f20\uff0c\u6837\u672c<br>\u5e7f\u544a\u767b\u51fa\u540e\uff0c\u5e7f\u544a\u5a92\u4ecb\u5173\u4ea4\u5e7f\u544a\u4e3b\u6216\u5e7f\u544a\u4ee3\u7406\u5546\u7684\u520a\u6709\u5e7f\u544a\u7684\u62a5\u7eb8\u6216\u6742\u5fd7\u7b49\u3002\u6837\u5f20\u53ca\u6837\u672c\u662f\u5e7f\u544a\u5df2\u7ecf\u767b\u7684\u8bc1\u660e\u3002<br>television advertising \u7535\u89c6\u5e7f\u544a<br>\u901a\u8fc7\u7535\u89c6\u53f0\u64ad\u653e\u7684\u5e7f\u544a\u3002\u7535\u89c6\u5e7f\u544a\u5c06\u5370\u5237\u3001\u7ed8\u753b\u3001\u6444\u5f71\u3001\u7535\u5f71\u548c\u6709\u58f0\u5e7f\u544a\u878d\u4e3a\u4e00\u4f53\uff0c\u540c\u65f6\u53c8\u5bf9\u6d88\u8d39\u8005\u89c6\u89c9\u548c\u542c\u89c9\u4e0a\u4ea7\u751f\u4f5c\u7528\u3002\u8fd9\u79cd\u5e7f\u544a\u5f62\u5f0f\u65e2\u80fd\u5c55\u793a\u5546\u54c1\uff0c\u53c8\u80fd\u914d\u4ee5\u89e3\u8bf4\u8bcd\uff0c\u56e0\u6b64\u4e0d\u4f46\u53ef\u4ee5\u4ecb\u7ecd\u5546\u54c1\u6027\u80fd\u3001\u8d28\u91cf\u3001\u5236\u4f5c\u7279\u70b9\u3001\u4f7f\u7528\u65b9\u6cd5\uff0c\u800c\u4e14\u8fd8\u80fd\u73b0\u573a\u6f14\u793a\u64cd\u4f5c\uff0c\u5f62\u5f0f\u591a\u6837\uff0c\u751f\u52a8\u6d3b\u6cfc\u3002\u7535\u89c6\u5e7f\u544a\u4e0e\u5e7f\u64ad\u5e7f\u544a\u4e00\u6837\uff0c\u7f3a\u4e4f\u4fdd\u5b58\u6027\uff0c\u4e3a\u4e86\u589e\u5f3a\u8bb0\u5fc6\uff0c\u53ef\u4ee5\u4e0d\u65ad\u91cd\u64ad\u3002\u665a\u95f4\u6536\u770b\u7535\u89c6\u4eba\u6570\u6700\u591a\u7684\u65f6\u95f4\u79f0\u4e3a\u9ec4\u91d1\u65f6\u95f4\uff08prime time\uff09\uff0c\u4e00\u5219\u7535\u89c6\u5e7f\u544a\u79f0\u4e3aTV commercial\u3002<br>tie-up advertising \u8054\u5408\u5e7f\u544a<br>\u51e0\u5bb6\u5728\u4e1a\u52a1\u4e0a\u6709\u8054\u7cfb\u7684\u5e7f\u544a\u4e3b\u8054\u5408\u8d77\u6765\u520a\u767b\u5e7f\u544a\uff0c\u76ee\u7684\u5728\u4e8e\u9020\u6210\u8f83\u5927\u7684\u58f0\u52bf\uff0c\u5e76\u538b\u7f29\u5404\u81ea\u7684\u5e7f\u544a\u8d39\u7528\uff0c\u6709\u52a9\u4e8e\u63d0\u9ad8\u5e7f\u544a\u7b56\u5212\u4e0e\u521b\u4f5c\u7684\u6c34\u5e73\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">U<\/td><\/tr><tr><td>Ultra-large scale integration \u8d85\u5927\u89c4\u6a21\u96c6\u6210\u7535\u8def<br>\u5728\u4e00\u4e2a\u6570\u6beb\u7c73\u89c1\u65b9\u7684\u7845\u7247\u4e0a\uff0c\u5177\u6709\u81f3\u5c111000\u4e2a\u903b\u8f91\u95e8\u621610\u4e07\u4e2a\u4ee5\u4e0a\u5143\u4ef6\u7684\u7535\u8def\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">V<\/td><\/tr><tr><td>Vertical banner \u60ac\u5782\u5e55\u5e7f\u544a<br>\u6cbf\u5efa\u7b51\u60ac\u5782\u7684\u5e7f\u544a\u3002\u4e3a\u4e00\u822c\u4ea4\u6613\u4f1a\u3001\u5c55\u89c8\u4f1a\u7b49\u6240\u5e38\u7528\u3002\u6709\u65f6\u91c7\u7528\u6a2a\u5e45\uff08banner or streamer\uff09\u5f62\u5f0f\u3002<br>Vivid demonstration \u751f\u52a8\u793a\u8303<br>\u8868\u6f14\u4ea7\u54c1\u7684\u4f7f\u7528\u65b9\u6cd5\u7b49\u7535\u89c6\u5e7f\u544a\u7684\u7279\u70b9<br>Volumn objectives \u9500\u552e\u91cf\u76ee\u6807 \u4f01\u4e1a\u76f8\u4fe1\u4ed6\u4eec\u5728\u8d62\u5f97\u6700\u5927\u5e02\u573a\u4efd\u989d\u540e\uff0c\u5c06\u4eab\u6709\u6700\u4f4e\u7684\u6210\u672c\u548c\u6700\u591a\u7684\u957f\u671f\u5229\u6da6\uff0c\u4e8e\u662f\u5236\u5b9a\u8f83\u4f4e\u7684\u4ef7\u683c\u6765\u8ffd\u6c42\u5e02\u573a\u4efd\u989d\uff0c\u8fbe\u5230\u8f83\u9ad8\u7684\u9500\u552e\u76ee\u6807\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">W<\/td><\/tr><tr><td>women\u2019s marker \u5987\u5973\u5e02\u573a<br>\u7531\u5987\u5973\u6784\u6210\u7684\u6d88\u8d39\u5e02\u573a\u3002\u5987\u5973\u662f\u5546\u54c1\u7684\u91cd\u8981\u6d88\u8d39\u8005\uff0c\u5979\u4eec\u4e2d\u53ef\u5206\u4e3a\u5bb6\u5ead\u4e3b\u5987\u3001\u804c\u4e1a\u5987\u5973\u53ca\u5176\u4ed6\uff0c\u4e5f\u53ef\u6309\u5e74\u9f84\u5206\u4e3a\u5c11\u5973\u3001\u9752\u5e74\u5987\u5973\u3001\u4e2d\u5e74\u5987\u5973\u548c\u8001\u5e74\u5987\u5973\u7b49\u3002\u7531\u4e8e\u5979\u4eec\u7684\u751f\u6d3b\u65b9\u5f0f\u3001\u793e\u4f1a\u5730\u4f4d\u3001\u5bb6\u5ead\u5730\u4f4d\u7b49\u4e0d\u540c\uff0c\u8d2d\u4e70\u5546\u54c1\u7684\u52a8\u673a\u548c\u65b9\u5f0f\u4e5f\u4e0d\u5c3d\u76f8\u540c\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">Y<\/td><\/tr><tr><td>yellow page advertising\u9ec4\u9875\u5e7f\u544a<br>\u5728\u7535\u8bdd\u53f7\u7801\u7c3f\u7684\u9ec4\u9875\u4e0a\u520a\u767b\u5e7f\u544a\u3002\u9ec4\u9875\u767b\u8f7d\u5206\u7c7b\u7535\u8bdd\u53f7\u7801\uff0c\u56e0\u4fbf\u4e8e\u68c0\u7d22\uff0c\u4f7f\u7528\u8005\u66f4\u591a\uff0c\u4f7f\u5e7f\u544a\u7684\u63a5\u89e6\u9762\u66f4\u5e7f\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n\n\n\n<div class=\"wp-block-getwid-table alignwide\"><table><tbody><tr><td style=\"background-color:#abb8c3;text-align:center\">Z<\/td><\/tr><tr><td>\u7528\u950c\u5236\u6210\u7684\u5370\u5237\u7248\u3002\u591a\u7528\u6765\u5370\u5237\u63d2\u56fe\u8868\u683c\u7b49\u3002<\/td><\/tr><\/tbody><\/table><\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u674e\u6653\u4f1f 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