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Schaltung and schalten (advertising)

English translation: Aired (TV and Radio) - placed/placements - print

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02:09 Jul 26, 2000
German to English translations [Non-PRO]
Marketing
German term or phrase: Schaltung and schalten (advertising)
Does anyone have any good English terms for "Schaltung" and "schalten" in the advertising sense? - A TV spot or print advertisement "wird geschaltet" - "Die Schaltungen" for a print advertising series are on 16, 23, 31 August, 7, 14 and 21 September" in so-and-so magazine. - "XXXX (brand name) wird mit rund 550 Schaltungen der neuen Kampagne im Privatfernsehen weiterhin die einzige Marke aus YYYY (geographic name) sein, für die nationale Werbung betrieben wird." -

For web advertising, they often use "impressions", which sounds like a print advertising term but under "impression" in printing or marketing dictionaries, all sorts of wild things are offered but not "Schaltungen". - The verb "broadcast" could be used for TV or radio but of course not for print. - Besides that, the plural noun "broadcasts" doesn't sound right to me for the sentence above. - "XXXX, with around 550 commercial TV broadcasts for the new campaign, will continue to be the only nationally advertised brand from YYYY." -

Hopefully, someone will be able to come up with one basic term having verb and noun forms that can be used for various media. - TIA - Dan
Dan McCrosky
Local time: 06:02
English translation:Aired (TV and Radio) - placed/placements - print
Explanation:
There's no one word to cover all media, but we usually talk about when radio or TV ads are going to be aired, and the number of placements for a print ad.
Selected response from:

Liz Wood
Local time: 05:02
Grading comment
One thing good about the duplicated question is that I now have 8 points to distribute. I am still not so happy with place/placement but "air" sounds better to me in the end than "broadcast" or "run". Thanks everyone! - Dan
4 KudoZ points were awarded for this answer

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Summary of answers provided
naFurther questions concerning "to air", "to run" and "to place".Dan McCrosky
nawe ran the ad, the ad appeared, the appearance of the ad on...Nancy Schmeing
nacross - media advertisingTelesforo Fernandez
naRun, running OR run; show, showing; present, presentationNancy Schmeing
naelectronic media advertisingTelesforo Fernandez
naAired (TV and Radio) - placed/placements - printLiz Wood
nasee below
Dierk Seeburg


  

Answers


15 mins
see below


Explanation:
I have found that sometimes one has to choose different terminology in one language for related words in another. This may be such a case. I have felt stuck trying to find an elusive equivalent in the other language only to resort to well-fitting alternatives. Maybe you can use 'Broadcasts' for 'Schaltungen' in TV, 'Placements' for 'Schaltungen' in Print, 'to broadcast' for 'schalten' in TV and radio, and 'to place' for 'schalten' in print.
Cheerio,
Dierk

Dierk Seeburg
Local time: 22:02
Native speaker of: Native in GermanGerman
PRO pts in pair: 404
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30 mins
electronic media advertising


Explanation:
Electronic media covers TV. radio etc. I do not know german, but I thoght it would help. JUST A SUGGESTION.

Telesforo Fernandez
Local time: 09:32
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1 hr
Aired (TV and Radio) - placed/placements - print


Explanation:
There's no one word to cover all media, but we usually talk about when radio or TV ads are going to be aired, and the number of placements for a print ad.

Liz Wood
Local time: 05:02
PRO pts in pair: 8
Grading comment
One thing good about the duplicated question is that I now have 8 points to distribute. I am still not so happy with place/placement but "air" sounds better to me in the end than "broadcast" or "run". Thanks everyone! - Dan
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2 hrs
Run, running OR run; show, showing; present, presentation


Explanation:
You can certainly run an ad in the paper. It sounds OK to run an as on TV, too. One counld speak of the results of that run (noun) or running. Others are also options.
I think what you want is a generic term, somewhat unspecific but idiomatic. Hope this catches that sense.

Nancy Schmeing
Canada
Local time: 00:02
Native speaker of: Native in EnglishEnglish
PRO pts in pair: 328
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2 hrs
cross - media advertising


Explanation:
Just a suggestion.Cross media would encompass all the media.

Telesforo Fernandez
Local time: 09:32
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3 hrs
Further questions concerning "to air", "to run" and "to place".


Explanation:
First of all, “Schaltungen” and “schalten” are also used to refer to the individual time slots on TV when the advert is broadcast and the individual insertions in print media. That is why I gave the examples with the dates and the “550 Schaltungen”. My further questions are:
1. If “to place” is “schalten” for print media, what is “to insert”?. "to insert" occurred to me after I asked the first time. When are "to insert" and "insertion" used?

2. If “to air” is “schalten” for electronic media, is the individual “Schaltung” then “ an airing”? NODE talks about "to air" and "airing" in the sense you are referring to but only for programs. Is NODE being old-fashioned here?

3. If “to run” is “schalten” for any media, is the individual 30-second spot at 21:42 on Wednesday, 26 July a “running” or a “run” or what? Is the individual ad in this week's TIME magazine a "running" or "run" or what?

Sorry about the duplicated question, I swear I only hit the send button once! One more stupid question for telef: If you don't know German, why are you answering questions about translations from German into English?

Thanx again - Dan


Dan McCrosky
Local time: 06:02
Native speaker of: Native in EnglishEnglish
PRO pts in pair: 1541
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9 hrs
we ran the ad, the ad appeared, the appearance of the ad on...


Explanation:
...on Wed, Thur., and Fri.
OK, unlike the quality of mercy this is strained. But since there is no existence theorem for what you propose, it's sort of a game to seek it. And yes, you could say that running of the ad was for 3 days.
Viel Gl"uck!

Nancy Schmeing
Canada
Local time: 00:02
Native speaker of: Native in EnglishEnglish
PRO pts in pair: 328
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