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Both the above-the-line and below-the-line activity

Italian translation: iniziative ATL e BTL

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GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
English term or phrase:Both the above-the-line and below-the-line activity
Italian translation:iniziative ATL e BTL
Entered by: Cristina Giannetti
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21:06 Feb 14, 2006
English to Italian translations [PRO]
Other / sanitary towels
English term or phrase: Both the above-the-line and below-the-line activity
New research reveals that every month, more than one in five women are let down by their sanitary towels. However, 8 out of 10 women now agree that the XXX towels from ZZZZ offer greater security due to their unique shape. Both the above-the-line and below-the-line activity have political undertones, calling on women to demand better and ‘Vote for Change. Wear WWW.
It's an advertising campaign similar to a political campaign
Cristina Giannetti
Local time: 00:11
iniziative ATL e BTL
Explanation:
Penso si riferisca alle diverse modalità con cui effettuano la campagna pubblicitaria.

Above the line (ATL) is an advertising technique using specific channels to promote products, services, etc. Compared to BTL (Below the line), the ATL strategy makes use of current traditional media: newspapers, magazines, radio and television.

Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than ATL (Above the line) strategy.

Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.

Ho trovato questa definizione in italiano:

Direct Response
Il direct response è un'azione che utilizza qualsiasi canale di comunicazione per suscitare una risposta del cliente


I mezzi più utilizzati vengono suddivisi in ATL - Above The Line (stampa, radio, televisione, affissione) e BTL - Below The Line (distribuzione diretta nei punti vendita o durante eventi, mailing non indirizzati recapitati nelle caselle postali, operazioni di co-marketing con altre aziende o Piggy Back).

Direi che devi vedere nel contesto, considerando il destinatario del testo: magari può bastare il gergo, oppure puoi specificare i mezzi usati per le due diverse tipologie di campagna pubblicitaria.
Selected response from:

RB Translations
Australia
Local time: 08:11
Grading comment
grazie mille
4 KudoZ points were awarded for this answer

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Summary of answers provided
4 +1iniziative ATL e BTL
RB Translations


  

Answers


3 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
both the above-the-line and below-the-line activity
iniziative ATL e BTL


Explanation:
Penso si riferisca alle diverse modalità con cui effettuano la campagna pubblicitaria.

Above the line (ATL) is an advertising technique using specific channels to promote products, services, etc. Compared to BTL (Below the line), the ATL strategy makes use of current traditional media: newspapers, magazines, radio and television.

Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than ATL (Above the line) strategy.

Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.

Ho trovato questa definizione in italiano:

Direct Response
Il direct response è un'azione che utilizza qualsiasi canale di comunicazione per suscitare una risposta del cliente


I mezzi più utilizzati vengono suddivisi in ATL - Above The Line (stampa, radio, televisione, affissione) e BTL - Below The Line (distribuzione diretta nei punti vendita o durante eventi, mailing non indirizzati recapitati nelle caselle postali, operazioni di co-marketing con altre aziende o Piggy Back).

Direi che devi vedere nel contesto, considerando il destinatario del testo: magari può bastare il gergo, oppure puoi specificare i mezzi usati per le due diverse tipologie di campagna pubblicitaria.


    Reference: http://www.poste.it/postali/directmarketing/multicanalita/di...
RB Translations
Australia
Local time: 08:11
Native speaker of: Native in EnglishEnglish, Native in ItalianItalian
PRO pts in category: 4
Grading comment
grazie mille

Peer comments on this answer (and responses from the answerer)
agree  Marina Cristani
6 hrs
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