GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW) | ||||||
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11:09 Feb 18, 2001 |
English to German translations [Non-PRO] Marketing | |||||||
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| Selected response from: Dan McCrosky (X) Local time: 02:14 | ||||||
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Summary of answers provided | ||||
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na | "springende Punkte" oder "wichtigste Merkmale/Eigenschaften/Pluspunkte/Mitteilungen" |
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"springende Punkte" oder "wichtigste Merkmale/Eigenschaften/Pluspunkte/Mitteilungen" Explanation: "MUST AIRS" are the most important parts of any information/message/communication that one tries to make sure the audience sees/hears and understands. The term is often used by "spokespeople" to refer to the parts of a press release that the releasing body hopes will reach the readership or viewership. It means literally "message/information that is hoped will (read `must´) be aired = broadcast = published". The term is rather new and rarely used so it does not show up in many dictionaries or yield many Internet hits. http://www.allianceforamerica.org/0005003.html http://www.ammermanexperience.com/2891.pdf "A standby response statement contains the "must airs" or key points you want to make and would like to see reporters include in their stories." I have not looked at your other questions yet, but perhaps your author means the points that must be made clear to the customer when selling the reporting system. "must airs" = "key points/main messages/most important features" = "springende Punkte" oder "wichtigste Merkmale/Eigenschaften/Pluspunkte/Mitteilungen" HTH - Dan |
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