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21:06 Feb 14, 2006 |
English to Italian translations [PRO] Other / sanitary towels | |||||||
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| Selected response from: RB Translations Australia Local time: 10:40 | ||||||
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4 +1 | iniziative ATL e BTL |
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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... |
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