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Schaltung and schalten (advertising)

English translation: placements

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02:12 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: 05:35
English translation:placements
Explanation:
In television and radio the issue of volume tends to focus on how often an ad (tv spot etc) is shown, which is controlled by the advertiser. These issues are particularly well reviewed in a much-cited "advertising aid" by Edmond A. Bruneau - Director, Creative Consultants, South Spokane, WA..
In Web advertising, on the other hand, the issue focuses more on actual exposure to the viewer, which is controlled by the surfer. An excellent Glossary of Internet Advertising Terms by the Laredo Group includes some of the relevant terms: Cost Per Click (CPC)
Click Rate or Click-Through Rate (CTR), Frequency (Ad Frequency), Impression
Traffic, site traffic, Visit, Yield -- http://www.laredogroup.com/pages/news/c.html
placement
http://www.seekalot.com/addurl.html
frequency and reach
http://www.realtec.com/marketing/marketing.html

frequency and near-merchandising http://www.marketingcomputers.com/news/9709/25_02.asp

Frequency. Repeating a consistent brand image over and over has been the primary method in establishing a meaningful, long-term brand personality. …The critical warning is that the web has unparalleled power in affecting brand image.
http://www.addis.com/news/article-web_brand.html
traditionally recommended strategies that emphasize a high volume of advertisements to bolster sponsor and product name recognition, basing their analysis of consumer awareness on household TV viewer ratings and print-media circulation figures
http://www.dkb.co.jp/english/market/economic/199803/9803-4e....
Advertising Industry Shifts Emphasis from Quantity to Quality
Working within smaller budgets, sponsors will likely be more selective when making placement decisions in order to maximize the impact of spending
http://www.dkb.co.jp/english/market/economic/199803/9803-4e....
repetition … frequency
http://www.timeomatic.com/resfreq.htm
frequency place
http://training.chickadee.net/advertising/broadcast.html
Remember, like radio, the message comes and goes...and that's it. The viewer doesn't see your commercial again unless you buy more placements.
http://www.creativeconsultants.com/television.htm
http://www.anjoch-investors.com/mt11.htm

Selected response from:

Tom Funke
Local time: 23:35
Grading comment
Like I said on the duplicated question page, I am not so wild about "placement", but Tom deserves the points for his excellent references. - Thanks to both of you! - Dan
4 KudoZ points were awarded for this answer

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Summary of answers provided
naplacements
Tom Funke
naFurther questions about "to run", "to place" and "to air"Dan McCrosky
naplacementEva Gerkrath


  

Answers


59 mins
placement


Explanation:
I am not sure this is of much help, but my marketing dictionary offers the following: Schaltung (Schalten von Werbemitteln) - placement (of an ad), media buying, media buy; space buying (print media); airtime buying, time buying (radio/tv). This doesn't seem to fit into your sentence though. I found "on-air placement". Eva


    Reference: http://www.schange.com/news/press1998/pr070.html
Eva Gerkrath
Netherlands
Local time: 05:35
Native speaker of: Native in GermanGerman
PRO pts in pair: 54
Login to enter a peer comment (or grade)

2 hrs
Further questions about "to run", "to place" and "to air"


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!

Thanx again - Dan


Dan McCrosky
Local time: 05:35
Native speaker of: Native in EnglishEnglish
PRO pts in pair: 1541
Login to enter a peer comment (or grade)

3 hrs
placements


Explanation:
In television and radio the issue of volume tends to focus on how often an ad (tv spot etc) is shown, which is controlled by the advertiser. These issues are particularly well reviewed in a much-cited "advertising aid" by Edmond A. Bruneau - Director, Creative Consultants, South Spokane, WA..
In Web advertising, on the other hand, the issue focuses more on actual exposure to the viewer, which is controlled by the surfer. An excellent Glossary of Internet Advertising Terms by the Laredo Group includes some of the relevant terms: Cost Per Click (CPC)
Click Rate or Click-Through Rate (CTR), Frequency (Ad Frequency), Impression
Traffic, site traffic, Visit, Yield -- http://www.laredogroup.com/pages/news/c.html
placement
http://www.seekalot.com/addurl.html
frequency and reach
http://www.realtec.com/marketing/marketing.html

frequency and near-merchandising http://www.marketingcomputers.com/news/9709/25_02.asp

Frequency. Repeating a consistent brand image over and over has been the primary method in establishing a meaningful, long-term brand personality. …The critical warning is that the web has unparalleled power in affecting brand image.
http://www.addis.com/news/article-web_brand.html
traditionally recommended strategies that emphasize a high volume of advertisements to bolster sponsor and product name recognition, basing their analysis of consumer awareness on household TV viewer ratings and print-media circulation figures
http://www.dkb.co.jp/english/market/economic/199803/9803-4e....
Advertising Industry Shifts Emphasis from Quantity to Quality
Working within smaller budgets, sponsors will likely be more selective when making placement decisions in order to maximize the impact of spending
http://www.dkb.co.jp/english/market/economic/199803/9803-4e....
repetition … frequency
http://www.timeomatic.com/resfreq.htm
frequency place
http://training.chickadee.net/advertising/broadcast.html
Remember, like radio, the message comes and goes...and that's it. The viewer doesn't see your commercial again unless you buy more placements.
http://www.creativeconsultants.com/television.htm
http://www.anjoch-investors.com/mt11.htm




    see above
Tom Funke
Local time: 23:35
Native speaker of: English
PRO pts in pair: 2419
Grading comment
Like I said on the duplicated question page, I am not so wild about "placement", but Tom deserves the points for his excellent references. - Thanks to both of you! - Dan
Login to enter a peer comment (or grade)




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