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Эхо-фраза — выражение, стоящее в конце текстового рекламного обращения, которое повторяет (дословно или по смыслу) заголовок или основной мотив обращения. Особенно эффективна эхо-фраза в объявлениях большого объема. Ю Юзер (англ. user) — потребитель, пользователь товара. Алфавитный указатель рекламных англоязычных терминов А Adnorm 381 Advergames 371 Advertising agency 371 Advertising design 354 Advertising sample 348 Advertising stars 371 Advertising structure 371 Advertology 269, 270, 280, 381 Advertorial 381 Advocacy advertising 370 Agency commission 347 Allotments 347 Animation 347 Anthropomorphisme (фр.) 347 Arbitron 347 Art director 347 В Background 350 Bait advertising 370 Barter 348 Bench 370 Benefit 348 Billboard 348, 349 Bingo card 349 Booklet 367 Bottle neck 349 Boutique (фр.) 350 Brain storming 365 Brand 349, 353, 364, 370 Branding 349, 370 Briefing 350 Broadside 367 Brochure {фр.) 350 Bulletin 350, 372 Business to business, B2B 38, 349 С Call center 360 Casting 359, 365 Catalogue 347, 359, 367 Circulation 348, 352, 369 City panel 374 Classified 349 Clipart 359 Cluster 359 Commercial 358, 371 Commisvoyageur (фр.) 360 Communication mix 360 Commuter clock 371 Consumer panel 369 Consumerism 360 Contactor 360 Context 360 Contractor 361 Conventional advertising 370 Cooperative account (Co-Op) 361 Copywriter 361 Corporate advertising 361 Cost per point (CPP) 373 Counter advertising 360 Coverage 366 Creative 147, 362, 376, 395 Creative director 362 Creative group 376 Creator 362 D Daily effective circulation (DEC) 348 Database 348 Deadline 353 Dealer 354 Diorama 354 Direct mail 354, 396 Direct marketing 15, 232, 354, 370 Direct responce 370 Discount 354 Dispatch money 354 Display 279, 355, 370 Distribution 355 Dodger 355 E Effective circulation 348 Embellishments 377 Emotional Selling Proposition (ESP) 381 Extensions 377 F Face 368, 375 Flyer 367, 378 Folder 369, 378 Forgetting rate 357 Free lance 365, 379 Frequency 233, 350, 380 Full service agency 379 Fully wrapped bus 370 G Generic brand 353 Gross impressions 368 GRP (gross rating points) 168,191,211,274,275,276,277, 347,353,368,374 H Halo effect 381 Handout 367 Heavy up 352 High spot bulletin 350 I Image 358 In pack 358 Indoor advertising 359 Inflatable 355 Insert 358 Integrated marketing communications (IMC) 358 Internet advertising 359 J Jalon (фр.) 356 Jingle 354 L Label 365 Lamp post unit (LPU) 363 — 258 —
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