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B2  ·  41 words

Marketing and advertising in Portuguese

Who is being advertised to, with what, and what the whole thing cost.

Practise this list

From these 41 words, as many per round as you like — up to all of them: first what is due today, then new ones. First you choose, then you fill the gap, then you write it yourself. Mistakes come back again shortly.

More about this list

The ninth entry is cativar, and A campanha cativa quem passa a pé is where the trouble starts, because the cognate is sitting right there and will not do the work. English broke the Latin verb into pieces and gave each piece a narrow job. « To capture » takes a thing by force; « captive » is what the prisoner is; « to captivate » was left with the strongest kind of charm, the sort that holds somebody spellbound. None of the three fits an advertisement that simply works on passers-by. Portuguese kept one verb across the whole range and lets the sentence say how strong it is. Cativar is to win somebody over, to appeal to them, to make them fond of you: a shop window cativa, a teacher cativa a class, and ele cativa toda a gente says that everybody likes him, with nobody enchanted. The adjective still holds the old end, since um lugar cativo is a seat kept back for one person. So the safe renderings here are « win over », « appeal to » and « draw in », and « captivate » should wait for the sentence that really means it.

The words

Verb (3)

cativarto win overVerbB2
A campanha cativa quem passa a pé.The campaign wins over the people who walk past.
segmentarto segmentVerbB2
Vamos segmentar a lista por região.We are going to segment the list by region.
empolarto overstateVerbB2
O anúncio empola os resultados do estudo.The advertisement overstates the results of the study.

Phrase (6)

dar nas vistasto stand outPhraseB2
A montra dá nas vistas ao fim da tarde.The shop window stands out in the late afternoon.
cancelar a subscriçãoto unsubscribePhraseB2
Cancelei a subscrição no mesmo dia.I unsubscribed the same day.
apoiar publicamenteto back publiclyPhraseB2
A associação apoiou publicamente a iniciativa.The association publicly backed the initiative.
prometer demaisto overpromisePhraseB2
A campanha promete demais e entrega pouco.The campaign overpromises and delivers little.
lançar uma campanhato launch a campaignPhraseB2
Lançámos a campanha na primavera.We launched the campaign in the spring.
atingir o ponto de equilíbrioto break evenPhraseB2
A loja atingiu o ponto de equilíbrio no segundo ano.The shop broke even in its second year.

Noun (m) (21)

Grammar for these: Definite article: o, a, os, as · Contractions: do, na, ao, pelo

o público-alvothe target audienceNoun (m)B2
O público-alvo desta campanha são os pais jovens.The target audience for this campaign is young parents.
o fator de diferenciaçãothe point of differenceNoun (m)B2
O fator de diferenciação é a entrega no próprio dia.The point of difference is same-day delivery.
o sloganthe sloganNoun (m)B2
O slogan ficou no ouvido de toda a gente.The slogan stuck in everybody’s ear.
o logótipothe logoNoun (m)B2
O logótipo novo perdeu as cores antigas.The new logo has lost the old colours.
o utilizador finalthe end userNoun (m)B2
O utilizador final nunca lê o manual.The end user never reads the manual.
o comportamento do consumidorconsumer behaviourNoun (m)B2
O comportamento do consumidor muda com a estação.Consumer behaviour changes with the season.
o nicho de mercadothe market nicheNoun (m)B2
Encontraram um nicho de mercado que ninguém servia.They found a market niche that nobody was serving.
o grupo de discussãothe focus groupNoun (m)B2
O grupo de discussão reuniu-se numa sala pequena.The focus group met in a small room.
o inquéritothe surveyNoun (m)B2
O inquérito foi feito à porta da loja.The survey was carried out at the shop door.
o patamar de preçothe price bracketNoun (m)B2
Este patamar de preço afasta metade dos clientes.This price bracket drives half the customers away.
o programa de fidelizaçãothe loyalty schemeNoun (m)B2
O programa de fidelização dá um café ao fim de dez visitas.The loyalty scheme gives you a coffee after ten visits.
o passa-palavraword of mouthNoun (m)B2
A casa encheu-se pelo passa-palavra.The place filled up by word of mouth.
o influenciadorthe influencerNoun (m)B2
O influenciador mostrou a loja num vídeo curto.The influencer showed the shop in a short video.
o patrocíniothe sponsorshipNoun (m)B2
O patrocínio paga os equipamentos da equipa.The sponsorship pays for the team’s kit.
o boletim informativothe newsletterNoun (m)B2
O boletim informativo sai à sexta-feira.The newsletter goes out on Fridays.
o assinantethe subscriberNoun (m)B2
Cada assinante recebe o convite primeiro.Every subscriber gets the invitation first.
o comunicado de imprensathe press releaseNoun (m)B2
O comunicado de imprensa saiu de manhã cedo.The press release went out early in the morning.
o eco na imprensathe press responseNoun (m)B2
O eco na imprensa foi maior do que se esperava.The press response was greater than anybody expected.
o testemunho de clientethe customer testimonialNoun (m)B2
O testemunho de cliente aparece logo na primeira página.The customer testimonial appears right on the first page.
o corte no orçamentothe budget cutNoun (m)B2
O corte no orçamento acabou com o anúncio na rádio.The budget cut put an end to the advertisement on the radio.
o retorno do investimentothe return on investmentNoun (m)B2
O retorno do investimento só se vê ao fim de um ano.The return on investment only shows after a year.

Noun (f) (11)

Grammar for these: Definite article: o, a, os, as · Contractions: do, na, ao, pelo

a identidade da marcathe brand identityNoun (f)B2
A identidade da marca não se muda de um dia para o outro.A brand identity is not changed from one day to the next.
a notoriedade da marcathe brand awarenessNoun (f)B2
A notoriedade da marca cresceu fora da cidade.Brand awareness has grown outside the city.
a posição no mercadothe market positionNoun (f)B2
A posição no mercado mudou com a loja nova.The market position has changed with the new shop.
a pergunta abertathe open questionNoun (f)B2
Uma pergunta aberta dá respostas mais úteis.An open question gives more useful answers.
a taxa de respostathe response rateNoun (f)B2
A taxa de resposta baixou desde o ano passado.The response rate has dropped since last year.
a colocação de produtothe product placementNoun (f)B2
A colocação de produto no filme é evidente.The product placement in the film is obvious.
a faixa publicitáriathe advertising bannerNoun (f)B2
A faixa publicitária tapa metade do texto.The advertising banner covers half the text.
a taxa de cliquesthe click-through rateNoun (f)B2
A taxa de cliques caiu depois da mudança de cor.The click-through rate fell after the change of colour.
a conversãothe conversionNoun (f)B2
Há muitas visitas e pouca conversão.There are plenty of visits and very little conversion.
a reputaçãothe reputationNoun (f)B2
A reputação da casa vale mais do que o anúncio.The reputation of the house is worth more than the advertisement.
a onda de entusiasmothe wave of enthusiasmNoun (f)B2
A onda de entusiasmo durou uma semana.The wave of enthusiasm lasted a week.

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