互联网广告投放的一些缩写名词

做互联网广告投放时，我们经常会看到一些英文名词的缩写，比如CTR、CVR等。

对于刚接触互联网广告的人，或许还不知道这些名词的意思。不过记住这些缩写词是很有必要的，我整理了一些常用的专有名词，分享给大家。

PV（pageview）页面浏览量

PV是一个网站网页的访问量。这个数值体现了一个网站的人PVP。像新浪、网易等大型门户网站，每天的访问量都是过亿的。

UV（unique visitor）访问人数

UV是访问该网站的独立访客数，uv≤pv。如果一个访客访问的该网站的多个页面，则会记录多个PV，但是只记一个UV。

CTR （Click Through Rate）点击率

CTR 是网站点击量与访问量的比值，即点击率（CTR=Clicks/PageView）。

点击率能反应一个网站受用户欢迎的程度。如果一个网站优质内容越多，点击率就会越高，则表明这个网站能吸引用户关注。

CVR （Conversion Rate）转化率

CVR是转化人数与点击用户量的比值。在广告投放中，通常将一个用户成交或注册看成是一次转化。 转化率是衡量广告投放效果的重要指标，转化率越高，说明广告投放效果越好。

ROI （Return Onlnvestment）投资回报率

ROI是广告投放产生的效益与广告投入的比值，也就是投入产出比。要优化这个数值，就需要我们考虑广告投放的成本，它与转化率相辅相成。比如统计广告投放效果时，虽然转化率很高，但如果投入的成本过大，广告效果也是不理想的。所以很多企业老板对于广告投放，更看重的是ROI值。

广告投放的几种计费模式：

CPC （Cost per Click）按点击付费

CPC 是指在投放广告时，用户每点击一次，就会扣取广告主相应的费用。这种扣费模式通常成本较高，适用于针对精准目标客户的投放，比如百度搜索竞价广告。

CPA （Cost per Action ）按转化付费

CPA是按广告投放转化效果付费，即展示不收费、点击不收费，只有给广告主带来了切实的收益才收取费用。这种按效果付费的方式很受广告主的欢迎，但实际上这种收费模式不多，规模也不大。

CPM （Cost per Mille）按千次展示付费

CPM是按展现量收费，这种收费方式通常单次展现的成本不高，但是访客意向不会很强，适用于为提升企业曝光量的推广，然后做长线转化。

另外还有CPS （Cost per Sale 按销售额付费） 、CPT（Cost per Time按时间付费）等。在互联网广告投放中，这两种付费方式相对比较少。

关于网络广告的英文文献

“宣传“的英文：publicity；”推广”的英文：generalize

publicity 读法 英 [pʌb'lɪsɪtɪ]  美 [pʌb'lɪsəti]

n. 宣传，宣扬；公开；广告；注意

短语：

1、avoid publicity 避免引人注意

2、give publicity 公布

3、receive publicity 受到广泛注意

4、seek〔court〕 publicity 求名,想出风头

publicity的近义词：advertisement

词语用法：

advertisement的基本意思是“出公告”“做广告,登广告”,指做广告的行为,是不可数名词还可指推销或征求货物、服务等“广告”,作此解时, advertisement可缩略为ad或advert,是可数名词。

词汇搭配：

1、run an advertisement in a magazine 在杂志上登广告

2、issue an advertisement 发行广告

3、publish an advertisement for 为…登广告

4、withdraw one's advertisement 撤回广告

5、write an advertisement 书写广告

有谁能提供一下“广告”方面的英语词汇整理？

online advertising

online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Competitive advantage over traditional advertising

One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.

Another benefit is the efficiency of advertiser's investment. online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audiences' response.

Purchasing variations

The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.

CPM (Cost Per Impression) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.

CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.

CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.

CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.

Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.

CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.[1]

Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.

Floating ad: An ad which moves across the user's screen or floats above the content.

Expanding ad: An ad which changes size and which may alter the contents of the webpage.

Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed

Wallpaper ad: An ad which changes the background of the page being viewed.

Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.

Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.

Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.

Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed.

Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.

Mobile ad: an SMS text or multi-media message sent to a cell phone.

In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.

E-mail advertising

Legitimate Email advertising or E-mail marketing is often known as "opt-in e-mail advertising" to distinguish it from spam.

Affiliate marketing

Main article: Affiliate marketing

Affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small (and large) publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up, etc). Today, this is usually accomplished through contracting with an affiliate network.

Affiliate marketing was an invention by CDNow.com in 1994 and was excelled by Amazon.com when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.

Contextual advertising

Many advertising networks display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website.

Another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website.

Behavioral targeting

In addition to contextual targeting, online advertising can be targeted based on a user's past clickstream. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.

Ads and malware

There is also class of advertising methods which may be considered unethical and perhaps even illegal. These include external applications which alter system settings (such as a browser's home page), spawn pop-ups, and insert advertisements into non-affiliated webpages. Such applications are usually labeled as spyware or adware. They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. Some programs are effectively trojans. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom are not computer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs.

Ad server market structure

Given below is a list of top ad server vendors in 2008 with figures in millions of viewers published in a Attributor survey.

Vendor Ad viewers

Google 1,118

DoubleClick 1,079

Yahoo 362

MSN 309

AOL 156

Adbrite 73

Total 3,087

It should be noted that Google acquired DoubleClick in 2007 for a consideration of $3,100 million. The above survey was based on a sample of 68 million domains.

网络广告

维基百科，自由的百科全书

跳转到: 导航, 搜索

狭义的网络广告又被称为在线广告或者互联网广告；而广义的网络广告除了包括以计算机为核心组成的计算机网络为媒介的广告行为外，还包括其他所有以电子设备相互连接而组成的网络为媒介的广告行为，例如以无线电话网络，电子信息亭网络为载体的广告行为。在一般未做特殊说明的情况下，现在各资料所谈论的网络广告全指狭义网络广告。

狭义网络广告与传统广告有很多类似的地方，也分为很多不同广告形式，拥有多种计费方式。

常见的广告形式包括：

横幅式广告（banner）

通栏式广告

弹出式广告（pop-up ads）

按钮式广告（button）

插播式广告（interstitial ads）

电子邮件广告（E-DirectMarketing,EDM）

赞助式广告（sponsorship）

分类广告（classified ads）

互动游戏式广告（interactive game）

软件端广告

文字链接广告（text ads）

浮动形广告（floting ads）

联播网广告

关键字广告

比对内容广告

常见的记费方式包括：

按照千人印象成本（CPM）收费。

按照每点击成本（CPC）收费。

按照每行动成本（CPA）收费。

按照每回应成本（CPR）收费。

按照每购买成本（CPP）收费。

这些都是国际流行的收费模式。在中国和一些网络广告的发展中国家，则时常会采用以时间来购买的模式，如按每日投放成本收费，按每周投放成本收费等。

对网络广告的研究显示，50%的网络广告点击是由6%的用户产生的。而且这个点击群体是一个缺乏购买力的群体，也很少进行网络购物[1]。

A

Advertising广告 广告活动

Ads 广告物

Account Executive 客户主管

account 客户项目

account planning 客户策划

Account Services 客户部

account service 客户服务

Art Director美术指导

advertising campaign 广告活动

advertising agency 广告代理商

4A ( American association of advertising agencies) 美国广告代理商协会

above-the-line advertising 线上广告。广告代理商能从媒介获得代理费的广告

regulatory matters广告规章和法规

agency profit management利润管理

advertising department 广告部

airport advertising 机场广告

Appeal 诉求

area sampling 区域抽样

Audience 受众。接受广告的公众，也就是广告的对象

audience composition 受众构成

audience share 受众份额

audio-visual advertising 视听广告

Audit Bureau of Circulation 销数审计局。1914年始创于美国（简称ABC）

Animation 动画

advertising letter 或 sales letter广告函

B

bid广告竞标

target market目标市场

brand image品牌印象

below-the-line advertising 线下广告

除线上广告以外的各种广告形式。如促销广告(sales promotion advertising)购物点广告(P.O.P advertising)，直接邮递广告(direct mail advertising)，还包括举办展览会(exhibition)和发起某项活动(sponsorship)等。

billboard advertising 路牌广告

brand advertising 品牌广告

brand loyalty品牌忠诚度

brand preference 品牌偏好

brand insistence 品牌坚持

brand name 产品名称

buyer’s market 买方市场

Banner 横幅广告

brand share 品牌占有率，亦称为市场份额（market share）

Budget 广告预算

销售额百分率法（percentage of sales method）

竞争对抗法（competitive parity method） 又称为“竞争对等法”

目标和任务法（objective and task method）

DAGMAR理论（Define Advertising Goals for Measured Advertising Results）

bus stop pillar advertising 站牌广告

bus stop shelter advertising 候车停广告

Button按钮

bulk discount数量折扣

booklet 或brochure小册子（DM）

banner or streamer横幅

C

Chief Executive Officer首席执行官

client客户

Copywriter广告文案

Creative Department创意部

Creative Director创意总监

catalog目录（DM）

Clicks 点击次数

Click rate广告被点击的次数与广告收视次数的比率。即click/impression.如果这个页面出现了一万次，而网页上的广告的点击次数为五百次，那么点击率即为 5%. 目前，亚太区的点击率平均为 1.5% 。点击率可以精确地反映广告效果， 也是网络广告吸引力的一个标志

closing date媒介截稿日期

closing time截稿时间

CPM(cost per thousand impression)千人成本：即广告主购买1000个广告收视次数的费用或者是广告被1000人次看到所需的费用。比如说一个广告 Banner 的单价是/CPM的话，意味着每一千个人次看到这个Banner的话就收，如此类推，10，000 人次访问的主页就是。

coordination内部协调

cash discount现金折扣

D

Demands 需求

Demonstration 演示

diary survey 日记本调查

Direct mail (DM) 直接邮递

如信件（letter）、传单（leaflet）、订购单（orderform），邮寄品junk mail

direct mail (DM) advertising 直接邮递广告

direct-response advertising 直接反应广告

direct response advertising agency直接反应（直效）广告代理商

off-the-page offer设计报纸夹页广告

Discount 折扣

频度折扣（frequencydiscount）

domestic market 国内市场

duplicated audience 重复受众，或称“重迭受众”（overlapping audience）

E

exchange advertising 交换广告

两种或两种以上的广告媒介，互为对方发布广告而不产生广告费用的往来的广告。广告刊登地位要平等互换。如在期刊中刊登报刊上的广告，同时在报刊上刊登期刊中的广告，双方按各自广告价目确定广告地位，不再支付广告费。

export advertising 出口广告

为出口商品所作的广告宣传，刊登在商品进口国的广告媒介中刊登。出口广告前必须进行市场和媒介的调查，了解有关国家的广告管理条例和广告业的惯例以及当地民族的文化传统和风俗。这类广告的文稿撰写要符合当地人的语言习惯和心理特征。

F

Frequency 一个浏览者看到同一个广告的次数

Frequency 频率。在一段时间内广告播出的次数

full service advertising agency 全面服务广告代理商

fixed day 指定日期。指定的发布广告的日期或时间

free advertising 免费广告

free-standing insert advertisement 夹页广告

G

gift advertising 赠品广告

以赠品为号召促进产品销售的广告。赠送样品（sample）的广告，也可以归入这个范畴。

global brand 全球品牌

在世界各处使用同一名称、同一商标设计的商品，如美国的可口可乐等。

H

hard-sell advertising 硬销售广告

以销售服务为中心的广告，明确阐述自己的立场，宣传内容为产品本身及促销努力，意在激发消费者的购买欲望，并使这种欲望付诸实施。

I

image advertising 形象广告

impact advertising 有冲击力的广告

inadequate advertising 不适当广告

Impression 广告的收视次数。counter(计数器)上的统计数字即该网页的Impression

inflight advertising 飞行中广告

在飞行时向乘客提供的各种娱乐及服务项目发布的广告，如广播、电视新闻短片及赠送广告礼品等

insert 插页。夹在报刊中的广告印刷品。商品目录也可以作为插页夹入报纸。这种形式也称为flyer。

insertion order 广告订单

J

Job press 零件印刷

Justify 整版

广告文字排版后，调整字的行列，使其符合所需的长度，并将参差不齐的右边缘排齐

K

Key media problem 媒介的主要问题

是媒介部分的总纲，说明针对市场的情况，选择媒介的主要问题是什么。

Key word 中心词

集中表现广告文稿的词语。是整篇广告文稿中最重要的词语，是使文稿产生效果的关键，因

此必须审慎选择 。

L

lamp post advertising 路灯柱广告

large-scale advertising 大规模的广告

往往是指一种广告运动持续时间长，广告费用高或者媒介计划中包含的媒介数目多的广告。

可以单纯地指表现规模巨大的广告。

Layout 构图版式

life-cycle analysis 生命周期分析法

local (regional) advertising 地区性广告

logotype、logo 标志

light box advertising 灯箱广告

M

media媒介

Management Supervisor监管督导

market share市场占有率

Media Department 媒介部

magazine advertising 杂志广告

专业性杂志professional magazine

行业性杂志trade magazine

消费者杂志consumer magazine

mail order advertising 邮购广告

mail survey 邮寄调查

mailing list 寄发表.直销需要编制寄发表

maintenance advertising 维持性广告

Margin页边空白

market research 市场调查

market segmentation 市场细分化

media buying 媒介购买.媒介计划经客户通过后,向所采用的媒介订购版面或时间

media department 媒介部门

media evaluation 媒介评价.负责媒介评价的人员,一般被称为媒介计划员

media kit专册，媒介简介。免费提供给广告代理商和广告主

media mix 媒介组合

在同一媒体计划中，使用两种及两种以上不同的媒介，称媒介组合。媒介组合所产生的协同

作用，其总和效果远大于各媒体分别相加之和。

media objectives 媒介目标。必要的到达度(reach)和广告出现的频(frequency)

media recommendations 媒介介绍

media research 媒介调查。媒介调查的目的在于寻找最佳途径，即正确进行媒介选择

media service 媒介服务

media strategy 媒介策略

Moving icon会飞的button广告

N

national advertising 全国性广告

national advertiser采用全国性广告的广告主

neon light advertising 霓虹灯广告。大型的霓虹灯广告称为spectacular

newspaper advertising 报纸广告。刊登在报纸上的广告。报纸是一种印刷媒介（print-medium）

O

outdoor advertising 户外广告。美国目前称out-of-home advertising

P

pass on readership 传阅读者。不是自己花钱购买或订阅刊物，而是看别人购买或订阅的杂志

product advertising产品广告

Penetration 渗透度。媒介深入到受众的程度

platform side advertising 站台广告

point-of-purchase advertising 购物点广告

P.O.Pdisplay购物点展售

悬挂物hanger 陈列柜(stand)、陈列牌(show card)

P.O.P. display 购物点展示

Page view综合浏览量。网站各网页被浏览的总次数

Positioning 产品定位

重新定位repositioning

poster advertising 招贴广告

potential market 潜在市场

Production 制作

production house专门从事广告制作的单位

primary readership 基本读者。最初购买或付款订阅刊物的读者

Printing 印刷

product advertising 商品广告

Q

questionnaire问卷

Quality control 质量管理。全面质量管理（total quality control）简称为TQC

Quiz advertising 提问式广告。在广告中提出问题，期望消费者回答

R

radio broadcasting advertising 无线电广播广告

Rebate 赎价券。延迟给予消费者的折扣凭券

rate card 价目表。各种媒介为刊登及发布广告地位、时间不同而制定不同的收费价格表

组合价格（combination rate）：运用一家出版社出版的两种刊物所享受的折扣价，或

者是同时采用两个广播电台或电视台而享受的折扣；

一次性价格（one time rate）；

最低价格（end rate）：是广播台或电视台所能接受的最低广告价格。

Readership 读者总数

某一指定期号刊物的全部读者，而不管他们怎样收到刊物，在什么地方阅读或阅读程度如何

。刊物的销数愈大，读者的总数也就愈大。

S

sales promotion advertising agency营业推广广告代理商

专门设计营业推广的广告代理商，有时是全面服务（全能）广告代理商的附属机构，专门为

客户设计和组织各种诸如竞赛、降价、赠送、商品陈列等营业推广活动。

Sampling 抽样。抽样的意义是从局部即样品(sample)的情况推算整体情况，与普查(census)相对

随机抽样(probability sampling)和目的抽样(purposive sampling)两种

Schedule 广告发布时间表

seasonal advertising 季节性广告

Segmentation 细分

mass marketing大众营销

seller’s marker 卖方市场。在卖方市场上卖方处于支配地位

Sequence 顺序

时间或空间上排列的先后。成功的广告首先吸引受众视线的为广告上的焦点（focal point

），然后根据组成广告内容的各个部分流畅（flow）的安排，使被吸引过来的视线顺序经过

每一部分，最终读完整幅广告。

serial advertising 系列广告。陆续发布的一系列广告。系列广告的最大特点是广告的布

局（layout）大体相同。

Slogan 标语

标语在正文之后，起画龙点睛的作用，而且是长期使用的。标语必须着重消费者可得的实际

利益，突出独特的销售陈述（USP）。

soft-sell advertising 软销售广告。和硬销售广告不同，意在满足消费者间接的诉求（appeal），如以情感、悬念等为中心引起消费者兴趣。

store advertising店铺广告。如招牌（store sign）和购物点广告（P.O.P. advertising）

近年来又广泛设置灯箱（light box）广告。

street car advertising 街车广告

subway advertising 地铁广告

T

target market 目标市场

target audience 目标受众

tear sheet, voucher copy 样张，样本

television advertising 电视广告

黄金时间（prime time）

tie-up advertising 联合广告。几家在业务上有联系的广告主联合起来刊登广告

U

Ultra-large scale integration 超大规模集成电路

V

Vertical banner 悬垂幕广告。沿建筑悬垂的广告。为一般交易会、展览会等所常用

Vivid demonstration 生动示范。表演产品的使用方法等电视广告的特点

Volumn objectives 销售量目标

W

women’s marker 妇女市场

window display and shop window advertising橱窗陈列

window dressing橱窗装饰

Y

yellow page advertising 黄页广告

Z

Zinc plate 锌版

如果不够的话还有这个

英英解释的

http://www.edgeenglish.com/Article_Show.asp?ArticleID=2170&ArticlePage=3

还有这个,中英,但不多

http://www.dafuxi.com/study/zhongxiaoxue/english/html/2005-03/1323.htm

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