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L E X I P R O

ANGLAIS

BTS -

IUT - DEUG

Formations

tertiaires

Cadres d"entreprises

Les mots-clés

DE LA

PUBLICITE ET DE

LA

COMMUNICATION

Gilles

PINCHON

Professeur

en BTS Action; et Communication publicitaires

Professeur

dans une agence de publicité parisienne

Bréal

éditions

310/320

Boulevard de la Boissière - 93100 MONTREUIL Retrouver ce titre sur Numilog.com

EGALEMENT PARUS AUX EDITIONS BREAL

FORMATIONS

A LA PUBLICITE

ET

A LA COMMUNICATION

COLLECTION

SYNERGIE

Stratégie publicitaire par A. MILON, L. MARSENAC, S.-H. SAINT-MICHEL

Communication publicitaire par M. JOUVE

L"agence de publicité par S. CARRIER-DUFOUR

Relation presse - Relations publiques par P. MOREL

COLLECTION LEXIPRO

ALLEMAND Les

mots-clés de la publicité et de la communication par

M. KAERCHER

© Bréal

1991

Toute reproduction

même partielle intérdite

Dépôt

légal : août 1991 ISBN 2 85394 414 X Retrouver ce titre sur Numilog.com

A V A N T - P RO P O S

Ce glossaire plus particulièrement destiné aux étudiants préparant l"épreuve d"anglais du BTS Communication et Action

Publicitaire

a été conçu comme un instrument de travail avant tout pratique et efficace permettant une acquisition progressive et ordon- née du vocabulaire de la communication et de la publicité anglo-sa- xonne. La méthode choisie présente le vocabulaire, d"une part dans des listes facilitant les révisions et un contrôle précis et, d"autre part dans un contexte afin de proposer à l"étudiant des modèles d"utilisa- tion souvent accompagnés de rappels syntaxiques, faisant apparaî- tre les constructions nécessaires (gérondif infinif, préposition, etc.). Dans un souci de clarté et de cohérence pédagogique, il nous a semblé opportun de différencier les rubriques qui relèvent de la création publicitaire proprement dite, de celles qui concernent l"ob- jet de la publicité.

Enfin,

la troisième partie met à la disposition du lecteur une liste d"expressions permettant d"analyser, de commenter, de formuler une opinion sur la publicité. Elles sont tirées des domaines aussi divers que ceux de la photographie et de la création artistique du marketing.

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donnees de base background A reliable background is a requirement for an effective market survey (fiable = reliable ? unreliable).

écart

type standard deviation

échantillon

sample For a nationwide market survey, several samples of the same product were given to respondents by interviewers. (respondent = informant = inter- viewee = enquêté) For that market survey a sample of 300 consumers was used. In that case sample means a selected group of consumers.

échantillon aléatoire

random sample, probability sample

échantillon

par zone area sample The launching on this new product re- quired an area sample.

échantillon

représentatif cross section A cross section of 300 consumers was used to carry out this market survey. (to carry out a market survey = faire une étude de marché)

échantillon

stratifié stratified sample A stratified sample of 300 potential con- sumers was needed to test this new brand product.

échantillonnage

sampling

Sampling

is as reliable as statistics. échantillons comparables matched samples 3 matched samples, 2 stratified samples are needed to carry out this market re- search and meet the requirements of our account. enquête survey If you stroll along 14th Street on a sunny

Monday

afternoon you can see interview- ers carrying out surveys. enquête d"audience audience survey enquête occasionnelle adhoc survey enquête par téléphone telephone survey enquête permanente continuous survey To meet the requirements of their poten- tial customers, market researchers can resort to a wide range of tools which in- clude audience surveys, adhoc surveys, telephone surveys, continuous surveys.

All these techniques

of investigation are reliable and effective. enquêteur interviewer The launching of an advertising cam- paign requires skills, know-how, compe- tence, that"s why market researchers need to rely on professional interviewers. (qualifié = skilled ? unskilled. To rely on = compter sur, reliable = fi- able). entretien avec questionnaire pré-établi structured interview Retrouver ce titre sur Numilog.com entretien en profondeur depth interview A structured interview and a depth inter- view can be used for the preliminary of the campaign. However for this type of product a depth interview is more likely to be relevant. (to be likely to = prériphrase expri- mant la probabilité = probable, relevant = pertinent) envoi (publicité directe) mailing shot, direct mail shot

This company

specialised in data processing does a mail shot every month.

étude

de comportement behavourial research

étude de marché

market survey, market study

étude

de mémorisation recall survey

étude de

motivation motivation research The scope of a market survey can be lim - ited or expanded according as the pre- liminary work includes a behavioural, recall or motivation research.

étude

des médias media research To be effective a marketing strategy should always include a thorough media research.

étude

de supports publicitaires media research

évolution

d"un produit product development The blue line on this chart represents the product development, whereas the red line reflects the variation in prices. facteurs d"attention attention factors This packaging was designed according to the most accurate attention factors. To design this packaging the stylist took into account attention factors. (accurate = précis) facteurs M M factors The

6 main factors in marketing and

advertising are : merchandise, market, motives, messages, media, money. They are known as the M factors. fichier d"adresses mailing list The

Chamber of Commerce can supply

companies with up-to-date mailing lists. filtrer to sreen Top marketing consultants willing to se- cure a good reputation screen their ac- counts. indice d"écoute audience rating, television rating

Audience rating

(or television rating) is one of the most common tools used by marketing consultants. mémorisation recall In order to evaluate the impact of pack- aging interviewers often test potential consumers" recall. méthode de sondage par fichiers cluster sampling

Different criteria can be

used by market- ing managers. One of them is called clus- ter sampling. mise

à jour de fichiers

list maintenance List maintenance is a must for punchy and efficient mailing shots. Retrouver ce titre sur Numilog.com motivation motivation

Motivation

is the key word for hard- working salesmen. motivations d"achat buying motives This recent survey has shown that house- wives " buying motives have changed over the past ten years. notoriété de la marque brand awareness A well-established brand awareness can help art directors produce more creative advertising campaigns. panel de consommateurs consumer panel, consumer jury a carefully selected consumer panel has been testing this new washing powder.

The results

are encouraging and positive. We must carry on to give the final touch to the market survey. perception cognition This item has been available in shops for several years, thanks to a cunning adver- tising approach, its cognition has been thoroughly changed. (item = article, available = dis- ponible) perception décalée cognitive dissonance This sophisticated marketing concept re- fers to a mental conflict between an indi- vidual"s knowledge and his behaviour. This concept is particularly relevant to define the pre or post purchase anxiety often associated with expensive items. (pricy = expensive) personne enquêtée, interrogée respondant, informant, interviewee a cross section of 300 informants was in- terviewed to test this new instant soup. ? personnage de publicité trade character It

consists in asking a famous personality to promote a product or a service. Need- less to say that a personality with a na- tionwide or international audience such

as an actress or a pop star is more likely to be a successful trade character. position d"une annonce positioning advertisement

The better positioning advertisement, the

more effective advertising. positionnement du produit product positioning

In order

to beat an even harsher compe- tition, we "d better aim for the best prod- uct positioning. potentiel du marché market potential

The briefing

lasted 2 hours, several vital questions were tackled. The last but not the least dealt with the market potential.

premières remontées front end, up front response

We are all

looking forward to going over the up front responses concerning last week"s market survey. premiers adeptes early adopters The

buying motivations of this panel of early adopters are of vital importance for the future of this product.

pré-test de spot publicitaire on air pre-testing "These estimations sound too optimistic !

I"d rather

rely on an air pre-testing. " pré-tester to pre-test

Pre-testing

is a common practice in mar- keting. Retrouver ce titre sur Numilog.com sound track 65 bande de son space

58 blanc

space booking 15 réservation d"espace space discount 26
dégressif sur le nombre d"insertions space position value 16quotesdbs_dbs6.pdfusesText_12

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