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French communications vocabulary
French => English
Centres commerciaux => Shopping Center
Chaîne graphique => Printing process
Chargé de clientèle => Account manager
Accroche => Headline
Charge publicitaire => Ad to content ratio
Achat d’espace (publicitaire) => Media buy, space
Charte de marque => Brand guidelines
buying
Charte graphique => House style, graphic standards
Achat impulsif => Impulse buying
Chef de marque => Brand manager
Affiche => Poster
Chef de produit => Product manager
Affinité => Affinity scale
Chef de publicité => Account executive/director
Agence de publicité => Advertising agency
Chef de fabrication => Production manager
Agence de communication => Communication agency Cible de la communication => Communication target
Annonceur => Advertiser
Cible marketing => Marketing target
Argumentaire de vente => Sales pitch book
Cible média => Target group
Audit marketing => Marketing Audit
Cible publicitaire => Target Audience
Audience => Trafic, penetration, audience
Classes sociales => Social Class
Audimétrie (foyer) => Set-meters
Cible => Target
Audimétrie (individu) => People-meters
Client => Customer
Audience moyenne par numéro => Average issue
Co-branding => Co-branding
audience
Cœur de cible => Core targetCo-marketing –
Avantage concurrentiel, compétitif) => Competitive
Collaborative marketing, Customer made
advantage
Commerce associé => Franchise dealership
Avantage de coût => Cost advantage
Commerce de détail => Retail
Avantage-produit (ou bénéfice-produit) => Product
Commerce de gros => Wholesale
advantage
Commission d’agence => Agency commission
Base de données (BDD) => Database
Commission d’affiliation => Affiliate commission
Bénéfice client (ou bénéfice consommateur) =>
Communication corporate => Corporate
Customer advantage
communication
Bilan de campagne => Post test
Communication événementielle => Event
Test à l’aveugle => Blind test
communication
Bon à tirer => OK proof, Press proof, OK to print
Communication de crise => Crisis communication
Bouche à oreille => Word-of-mouth
Communication interactive => Interactive
Branding => Branding
communication
Brainstorming => Brainstorming
Communication interne => Internal communication
Campagne (de publicité, de relations publiques…) => Communication produit => Product communication
Campaign
Communiqué de presse => Press release
Campagne publicitaire => Advertising campaign
Concurrence => Competition
Canal de distribution => Distribution channel
Concurrent => A competitor
Capital de marque => Brand equity
Conditionnement => Packaging
Centre d’achats => Buying center
Conditions générales de ventes (CGV) => General
Centre d’appel => Call center
terms of sales
Force de vente => Sales force
Conférence de presse => Press conference
Fidélité => Loyalty
Contenu rédactionnel => Editorial content
Flou => Blur
Couverture => Reach
Foire aux questions => Frequently asked questions
Couverture médiatique => Media coverage
(FAQ)
Créatif (d’agence) => Copywriter et Art director
Fond => Background
Création de marque => Branding
Foyer => Household
Cross selling (ou ventes croisées) => Cross selling
Franchise (forme de distribution) => Franchising
Cycle de vie => Life cycle
Gamme => Range
Demande consommateur => Consumer demand
Générique (produit) => Generic product
Dépliant => Leaflet
Géomarketing => Geomarketing
Design => Design
Globalisation => Globalization
Détourage (visuel) => Clipping
Gondole => Shelf display
Diffusion => Circulation
Grand magasin => Department store
Directeur artistique => Art director
Graphisme institutionnel => Corporate design
Directeur de communication (dircom) => Director of
Graphiste => Graphic designer
communications
Graphiste Web => Web designer
E-business => Ebusiness
Grossiste => Wholesaler
Encart => Insert
Groupes de références (groupes de pairs) => Peer
Echantillon (sondages) => Sample
groups
Éditeur => Publisher
Grandes surfaces spécialisées(GSS) => Category
Effet de source => Source effects
killer
Email marketing => Email Marketing
Guérilla marketing => Guerilla marketing
Emballage => Packaging
Guerre des prix => Price war
Emblème de marque : Brand identity
Grille => Grid
Encart => Insert
Halo (effet de) => Halo effect
Enquête => A survey
Hard discount => Hard discount
Enquête par Internet ou enquête en ligne => Online
Heures d’audience maximale (tv-radio) => Peak time
survey
Heures de grande écoute (tv-radio) => Prime time
Enquête par téléphone => Telephone survey
Hiérarchie des effets => Hierarchy-off-Effects Theory
E-pub => E-pub
Hors-médias => Below-the-line
Etude, sondage => Survey
Hypermarché => Hypermarket
Etude de marché => Market research
Image de l’entreprise => Corporate image
Etude de marché en ligne => Online market research Impact => Impact
Etudes qualitatives => Qualitative studies
Indice de popularité => Popularity link
Fait principal (d’une copy-stratégie) => Key insight
Identification (positionnement) => Identification
Fichier => List, file
Identité visuelle => Visual brand language, visual
Fichiers numériques => Electronic files
identity
Fidélisation => Customer loyalty management
Identité de marque => Leading identity
Fidélité => Loyalty
Illustration => Artwork
Image (étude d’) => Brand equity study
Notoriété => Awareness
Image de marque (ou d’un produit) => Brand image
Offre => Supply
Image de soi => Self-image
One to one => One-to-one marketing
Impact visuel => Visual impact
Packaging => Packaging
Implication => Involvement
Page de vente => Sales page
Influenceur => Influencer
Page Rank => Page Rank
Infographiste => Computer artist
Panel => Panel
Innovation => Innovation
Panier moyen => Average basket
In pack => In-pack promotion
Parrainage (sponsoring) => Sponsoring
Insight consommateur => Consumer insight
Part de marché => Market share
Intentions d’achat => Buying intension
Plan marketing => Marketing Plan
Intervalle de confiance => Confidence interval
Pictogramme => Dingbat
Jingle => Jingle
Pied de page => Footer
Journal => Newspaper
Pénétration => Penetration rate
Lancement => Launching
Périodicité => Frequency
Lancement de produit => Product launch
Personnalisation => Customization
Leader sur le marché => Market leader
Plan marketing => Marketing plan
Lecteur => Reader
Planner, planning stratégique => Account planner,
Lettrage => Lettering
Strategic planner
Liste de diffusion => Mailing List
PLV (publicité sur le lieu de vente) => In-store
Low cost => Low cost
advertising
Magazine d’entreprise => Consumer magazine
Positionnement => Ranking
Maquette => Layout, artwork
Presse => Press
Marché => Market
Presse grand public spécialisée => Consumer
Marché cible => Target market
magazine
Marché fragmenté (ou atomisé) => Fragmented
Preuve d’achat => Proof of purchase
market
Présentoir => Display
Marketing sur les moteurs de recherche => Search
Prix tarif => Base price
Engine Marketing
Produit => Product
Marketing viral => Buzz marketing
Produit numérique => Digital product
Marque => Brand
Promesse publicitaire => Claim
Mécénat => Sponsorship
Promotion des ventes => Sales promotion
Ménagère => Housewives
Prospect => Prospect
Mensuel => Monthly
Publicité directe => Direct advertising
Meilleures ventes => A best seller
Publi-rédactionnel => Advertorial
Mix-médias => Media mix
Publicité => Advertisement
Mot clé => Keyword
Publicité sponsorisée => Sponsored Advertising
Moteur de recherche => Search engine
Publicité sur le lieu de vente => Point-of-sale
Newsletter => Newsletter
advertising
Normes sociales => Social norms
Qualité perçue => Perceived quality
Question => Question
Slogan => Slogan
Questionnaire => Questionnaire
Storyboard => Storyboard
Rapport annuel => Annual report
Succes-story => Success-story
Rapports de positionnement => Ranking report
Stratégie => Strategy
Rapport qualité prix => Value for money
Street marketing => Street marketing
Recherche => search
Style de vie => Lifestyle
Récompenses => Rewards
Support publicitaire => Advertising medium
Rebond (taux de) => Bounce rate
Taux de conversion => Conversion rate
Référencement naturel => Search engine optimisation Taux de rebond => Bounce rate
(SEO) ,
Technique de vente => Salesmanship
Régie (publicitaire) => Media agency
Témoignage => Testimonial
Réputation en ligne => Online reputation
Tête de gondole (TG) => Shelf end
Réseaux sociaux => Social media
Tirage => Print run
Réseautage => Networking
Titre => Magazine title
Réservation d’espace publicitaire => Space
Trafic du référencement naturel => Organic traffic
reservation
Trafic => Traffic
Retirer de la vente => To recall
Tracking publicitaire => Ad tracking
Responsable d’un site web => Webmaster
Trade marketing => Trade marketing
Retour sur investissement => ROI (Return on
Typologie => Typology
Investment)
Typographie numérique => Digital typesetting
Rotation des stocks => Stock turnover
Valeur perçue => Perceived value
Segmentation => Segmentation
Validation => Acceptation
Seuil de confiance => Confidence limits
Veille => Watch
Signalétique de marque => Brand specs, Brand
Veille => Competitive intelligence
visual language
Vente croisée => Cross Selling
Signalétique => Signalling system
Vente à distance (VAD) => Home shopping
Site internet => Web site
Vente supplémentaire => Additional sale
Site référent => Referer
Webdesigner => Webdesigner
Situation gagnant-gagnant => Win-win situation