Glossary entry (derived from question below)
French term or phrase:
repiquage
English translation:
ad localization
Added to glossary by
MatthewLaSon
Aug 9, 2012 18:42
11 yrs ago
16 viewers *
French term
repiquage
French to English
Marketing
Advertising / Public Relations
material for car dealer
I have a text dealing with advertising material for car dealers.
"Définition Repiquage
Le repiquage est une pratique publicitaire par laquelle une création publicitaire nationale est localement personnalisée ou adaptée par la mention d’un point de vente local (magasin, concession, etc.).
Le repiquage se fait dans le domaine de l’affichage par le biais de bandeaux de repiquage collés sur l’affiche. En radio, le repiquage se fait par l’enregistrement de messages spécifiques ou par une mention ajoutée en fin de message par un animateur.
Pour les pages de publicité presse le repiquage peut être imprimé automatiquement en fonction d’éditions locales ou même en fonction de l’adresse de l’abonné".
Many thanks.
"Définition Repiquage
Le repiquage est une pratique publicitaire par laquelle une création publicitaire nationale est localement personnalisée ou adaptée par la mention d’un point de vente local (magasin, concession, etc.).
Le repiquage se fait dans le domaine de l’affichage par le biais de bandeaux de repiquage collés sur l’affiche. En radio, le repiquage se fait par l’enregistrement de messages spécifiques ou par une mention ajoutée en fin de message par un animateur.
Pour les pages de publicité presse le repiquage peut être imprimé automatiquement en fonction d’éditions locales ou même en fonction de l’adresse de l’abonné".
Many thanks.
Proposed translations
(English)
3 +3 | Ad localization | MatthewLaSon |
4 | overprinting/customisation | liz askew |
4 | zoning, zoned advertising | Emma Paulay |
3 | local 'plugging' (a local plug) | SafeTex |
2 | retooling | Kévin Bernier |
Change log
Aug 23, 2012 04:02: MatthewLaSon Created KOG entry
Aug 23, 2012 04:04: MatthewLaSon changed "Edited KOG entry" from "<a href="/profile/35643">MatthewLaSon's</a> old entry - "repiquage"" to ""Ad localization""
Proposed translations
+3
2 hrs
Selected
Ad localization
Hello,
This might be the term you're after; I am not sure, however.
It's about national brand advertising adapted to a local market, I believe.
http://www.clickz.com/clickz/news/1717452/a-pairing-ease-ad-...
http://sherpablog.marketingsherpa.com/consumer-marketing/loc...
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Note added at 2 hrs (2012-08-09 21:19:58 GMT)
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Home
A Pairing to Ease Ad Localization and Rights Management
Fred Aun | June 11, 2007
0
inShare
Image licensing and content provider ImageSpan has partnered with Visible World, a video advertising technology and services company, creating a platform for advertisers to easily craft rights-cleared national TV, Web and print campaigns featuring local video and photography.
The deal combines ImageSpan's automated content and copyright management and licensing platform with Visible World's IntelliSpot Dashboard. ImageSpan's CurbStream system provides advertisers with on-demand access to about 7,000 on-call videographers and photographers who capture local content according to scripts predefined by the advertiser.
The clips and photos, with all usage rights immediately cleared, are uploaded via CurbStream's Web interface. Then, using Visible World's IntelliSpot Dashboard, advertisers can create, customize, deliver and monitor professional-appearing spots that align with national campaigns but include localized video and photography.
The technology eliminates the costly and time-consuming negotiations required to secure localized content and rights clearances, said ImageSpan chairman and CEO Iain Scholnick. He said costs are reduced by as much as 90 percent. The advertisers can create hundreds of ads -- each having different localized content, Scholnick said. All of the ads will be similar in style and tone. The only difference will be the parts that contain the local content, he explained.
"You have national brand advertisers, many with local retail outlets that can reach into the thousands," said Scholnick. "They want to bring the national brand to the local level but they run into this problem: How do you do that?" With the ImageSpan/Visible World platform, the advertisers "can take that local content and blend it with national brand content and have a cool, localized ad with a local feel," said Scholnick.
"There's always been a disconnect between national level advertising and local level advertising," he noted. "Many times, the local advertising is left up to the local retailers, which isn't great for the national brand. What you want to do is bring the controls the nationals want down to the local level."
This might be the term you're after; I am not sure, however.
It's about national brand advertising adapted to a local market, I believe.
http://www.clickz.com/clickz/news/1717452/a-pairing-ease-ad-...
http://sherpablog.marketingsherpa.com/consumer-marketing/loc...
--------------------------------------------------
Note added at 2 hrs (2012-08-09 21:19:58 GMT)
--------------------------------------------------
Home
A Pairing to Ease Ad Localization and Rights Management
Fred Aun | June 11, 2007
0
inShare
Image licensing and content provider ImageSpan has partnered with Visible World, a video advertising technology and services company, creating a platform for advertisers to easily craft rights-cleared national TV, Web and print campaigns featuring local video and photography.
The deal combines ImageSpan's automated content and copyright management and licensing platform with Visible World's IntelliSpot Dashboard. ImageSpan's CurbStream system provides advertisers with on-demand access to about 7,000 on-call videographers and photographers who capture local content according to scripts predefined by the advertiser.
The clips and photos, with all usage rights immediately cleared, are uploaded via CurbStream's Web interface. Then, using Visible World's IntelliSpot Dashboard, advertisers can create, customize, deliver and monitor professional-appearing spots that align with national campaigns but include localized video and photography.
The technology eliminates the costly and time-consuming negotiations required to secure localized content and rights clearances, said ImageSpan chairman and CEO Iain Scholnick. He said costs are reduced by as much as 90 percent. The advertisers can create hundreds of ads -- each having different localized content, Scholnick said. All of the ads will be similar in style and tone. The only difference will be the parts that contain the local content, he explained.
"You have national brand advertisers, many with local retail outlets that can reach into the thousands," said Scholnick. "They want to bring the national brand to the local level but they run into this problem: How do you do that?" With the ImageSpan/Visible World platform, the advertisers "can take that local content and blend it with national brand content and have a cool, localized ad with a local feel," said Scholnick.
"There's always been a disconnect between national level advertising and local level advertising," he noted. "Many times, the local advertising is left up to the local retailers, which isn't great for the national brand. What you want to do is bring the controls the nationals want down to the local level."
4 KudoZ points awarded for this answer.
Comment: "Selected automatically based on peer agreement."
7 mins
retooling
This is pretty much the only reference I can find anywhere. Retooling does seem appropriate for the description you give though.
Peer comment(s):
neutral |
cc in nyc
: In your reference, "retooling" was used to describe "new families of products" – not the case here
20 hrs
|
21 mins
local 'plugging' (a local plug)
To plug may surprise some but the verb does exist in advertising and with its nouns, (a plug and plugging), perhaps can be made to fit both occurences
36 mins
overprinting/customisation
http://www.definitions-marketing.com/Definition-Bandeau-de-r...
définition Bandeau de repiquage
Le bandeau de repiquage est un espace prévu sur un élément publicitaire national (affiche, flyer, publicité presse, bannière Internet) permettant de personnaliser ou localiser le message avec la mention d’un point de vente local.
Dictionary - Definition of colophon
www.websters-dictionary-online.org/definitions/colophon
Français, repiquage (transplanting, colophon, dubbing, planting, pricking out), colophon (colophon), achevé d'imprimer (colophon, rosin, finished), marque ...
www.cpo-online.org.uk/static.aspx?key=overprinting&q=36
Overprinting or customisation is adding your own details to a pre-printed design. Our publicity materials (church publicity posters, banners, bookmarks and ...
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Note added at 37 mins (2012-08-09 19:20:45 GMT)
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or
personalisation
Emballages pour chocolats et confiseries - Conception et fabrication ...
www.etna-boutique.fr/fabrication-francaise.htm - Translate this page
REPIQUAGE : Pour la plupart de nos articles, nous proposons une option « Repiquage » permettant la personnalisation de vos produit. Vous avez donc la ...
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Note added at 51 mins (2012-08-09 19:34:42 GMT)
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ROTOPRINT SOVRASTAMPA SRL - LAINATE
www.regionelombardia.info/schedaazienda.asp?... - Translate this page
Canali di vendita vendita diretta al cliente finale. Marchi ROTOPRINT SOVRASTAMPA RISTAMPA OVERPRINT REPIQUAGE SURIMPRIM REIMPRESS ...
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Note added at 52 mins (2012-08-09 19:35:14 GMT)
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overprint/overprinting
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Note added at 53 mins (2012-08-09 19:36:31 GMT)
--------------------------------------------------
The Advertising Lexicon | Speechmark Blog
speechmark.wordpress.com/the-advertising-lexico... - Translate this page
Block all speechmark.wordpress.com results
Front page headline, banner, Manchette. Full Page advertisement ... Imprint, Repiquage (impr.) Impulse purchase / .... Overprint (to), Repiquer (impr.) Overseas ..
définition Bandeau de repiquage
Le bandeau de repiquage est un espace prévu sur un élément publicitaire national (affiche, flyer, publicité presse, bannière Internet) permettant de personnaliser ou localiser le message avec la mention d’un point de vente local.
Dictionary - Definition of colophon
www.websters-dictionary-online.org/definitions/colophon
Français, repiquage (transplanting, colophon, dubbing, planting, pricking out), colophon (colophon), achevé d'imprimer (colophon, rosin, finished), marque ...
www.cpo-online.org.uk/static.aspx?key=overprinting&q=36
Overprinting or customisation is adding your own details to a pre-printed design. Our publicity materials (church publicity posters, banners, bookmarks and ...
--------------------------------------------------
Note added at 37 mins (2012-08-09 19:20:45 GMT)
--------------------------------------------------
or
personalisation
Emballages pour chocolats et confiseries - Conception et fabrication ...
www.etna-boutique.fr/fabrication-francaise.htm - Translate this page
REPIQUAGE : Pour la plupart de nos articles, nous proposons une option « Repiquage » permettant la personnalisation de vos produit. Vous avez donc la ...
--------------------------------------------------
Note added at 51 mins (2012-08-09 19:34:42 GMT)
--------------------------------------------------
ROTOPRINT SOVRASTAMPA SRL - LAINATE
www.regionelombardia.info/schedaazienda.asp?... - Translate this page
Canali di vendita vendita diretta al cliente finale. Marchi ROTOPRINT SOVRASTAMPA RISTAMPA OVERPRINT REPIQUAGE SURIMPRIM REIMPRESS ...
--------------------------------------------------
Note added at 52 mins (2012-08-09 19:35:14 GMT)
--------------------------------------------------
overprint/overprinting
--------------------------------------------------
Note added at 53 mins (2012-08-09 19:36:31 GMT)
--------------------------------------------------
The Advertising Lexicon | Speechmark Blog
speechmark.wordpress.com/the-advertising-lexico... - Translate this page
Block all speechmark.wordpress.com results
Front page headline, banner, Manchette. Full Page advertisement ... Imprint, Repiquage (impr.) Impulse purchase / .... Overprint (to), Repiquer (impr.) Overseas ..
16 hrs
zoning, zoned advertising
This would be the correct term for the way your text defines "repiquage". The term actually comes from printing and refers to a break in the print run to change a plate for a local (or other) edition.
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