C1 · 50 words
Advertising and marketing in Spanish
Brief, campaign, audience, reach — how an advertisement is made and what it is measured by.
El soporte publicitario is the poster site, the magazine, the radio station: whatever carries the advertisement. « The support » is none of those. El soporte is what a thing rests on or travels on — the bracket under a shelf, the material a recording is kept on, el soporte papel against el soporte digital. English splits that between « the bracket », « the medium » and « the carrier », and keeps « support » for holding a person up. Spanish does that with el apoyo, which is the word this one is not.
The words
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Phrase (48)
la agencia de publicidadthe advertising agencyPhraseC1
La agencia de publicidad trabaja con un encargo escrito.The advertising agency works from a written commission.
el briefing del clientethe client's briefPhraseC1
El briefing del cliente decide la mitad del resultado.The client's brief decides half the result.
el público objetivothe audience it is aimed atPhraseC1
El público objetivo se describe con hechos, no con deseos.The audience it is aimed at is described with facts, not with wishes.
la propuesta de valorwhat the buyer is promisedPhraseC1
La propuesta de valor cabe en una frase.What the buyer is promised fits into one sentence.
el posicionamiento de marcawhere the brand stands against the othersPhraseC1
El posicionamiento de marca se defiende durante años.Where the brand stands against the others is defended for years.
la identidad visualthe look the brand is known byPhraseC1
La identidad visual se recoge en un manual.The look the brand is known by is set down in a manual.
el manual de marcathe brand manualPhraseC1
El manual de marca fija color, tipografía y tono.The brand manual fixes colour, type and tone.
el tono de comunicaciónthe tone the brand speaks inPhraseC1
El tono de comunicación se nota antes que el mensaje.The tone the brand speaks in is noticed before the message.
el concepto creativothe idea the whole campaign rests onPhraseC1
El concepto creativo aguanta en todos los formatos.The idea the whole campaign rests on holds up in every format.
el titular del anunciothe headline of the advertisementPhraseC1
El titular del anuncio se lee tres veces más que el cuerpo.The headline of the advertisement is read three times as often as the body.
el cuerpo del textothe body text of the advertisementPhraseC1
El cuerpo del texto explica lo que el titular promete.The body text of the advertisement explains what the headline promises.
la llamada a la acciónthe line telling the reader what to doPhraseC1
La llamada a la acción dice exactamente qué hacer.The line telling the reader what to do says exactly what to do.
el guion del anunciothe script of the advertisementPhraseC1
El guion del anuncio se ajusta al segundo.The script of the advertisement is timed to the second.
la maqueta de la campañathe mock-up of the campaignPhraseC1
La maqueta de la campaña se presenta antes de producir.The mock-up of the campaign is shown before anything is produced.
la producción del anunciothe making of the advertisementPhraseC1
La producción del anuncio se lleva la mitad del presupuesto.The making of the advertisement takes half the budget.
el plan de mediosthe media planPhraseC1
El plan de medios reparte el dinero por soporte.The media plan splits the money between the media.
la compra de espaciosthe buying of advertising spacePhraseC1
La compra de espacios se negocia por volumen.The buying of advertising space is negotiated by volume.
el soporte publicitariothe medium carrying the advertisementPhraseC1
El soporte publicitario decide a quién se llega.The medium carrying the advertisement decides who is reached.
la valla publicitariathe billboardPhraseC1
La valla publicitaria se lee en tres segundos.The billboard is read in three seconds.
la cuña de radiothe radio spotPhraseC1
La cuña de radio funciona por repetición.The radio spot works by repetition.
el alcance de la campañathe number of people reachedPhraseC1
El alcance de la campaña cuenta personas, no impactos.The number of people reached counts people, not showings.
la frecuencia de impactothe number of times the same people are reachedPhraseC1
La frecuencia de impacto tiene un punto de saturación.The number of times the same people are reached has a point of saturation.
la impresión publicitariathe number of times it is shownPhraseC1
La impresión publicitaria se cuenta cada vez que aparece.The number of times it is shown goes up with every appearance.
el coste por milthe cost per thousandPhraseC1
El coste por mil compara soportes distintos.The cost per thousand compares one medium with another.
el coste por clicthe cost per clickPhraseC1
El coste por clic sube con la competencia.The cost per click rises with the competition.
la tasa de conversiónthe conversion ratePhraseC1
La tasa de conversión se mide sobre visitas, no sobre clics.The conversion rate is measured on visits, not on clicks.
el embudo de conversiónthe conversion funnelPhraseC1
El embudo de conversión enseña dónde se pierde la gente.The conversion funnel shows where people are lost.
la página de destinothe page the advertisement leads toPhraseC1
La página de destino promete lo mismo que el anuncio.The page the advertisement leads to promises what the advertisement promised.
la prueba divididathe test of one version against anotherPhraseC1
La prueba dividida cambia una sola cosa a la vez.The test of one version against another changes one thing at a time.
la segmentación de la audienciathe splitting of the audience into groupsPhraseC1
La segmentación de la audiencia estrecha el gasto.The splitting of the audience into groups narrows the spending.
el acuerdo de patrociniothe sponsorship agreementPhraseC1
El acuerdo de patrocinio fija qué se puede mostrar.The sponsorship agreement fixes what may be shown.
el emplazamiento de productothe product shown inside the programmePhraseC1
El emplazamiento de producto se avisa al empezar.The product shown inside the programme is announced at the start.
la identificación del anunciothe marking of an advertisement as onePhraseC1
La identificación del anuncio es obligatoria.The marking of an advertisement as one is required by law.
la publicidad engañosaadvertising that misleadsPhraseC1
La publicidad engañosa se persigue de oficio.Advertising that misleads is pursued whether anyone complains or not.
la letra pequeña del anunciothe small print of the advertisementPhraseC1
La letra pequeña del anuncio ha de ser legible.The small print of the advertisement has to be readable.
el código de autorregulaciónthe trade's own rulebookPhraseC1
El código de autorregulación llega antes que el juez.The trade's own rulebook gets there before the judge does.
la notoriedad de marcahow well the brand is knownPhraseC1
La notoriedad de marca se mide con encuestas.How well the brand is known is measured by survey.
el recuerdo publicitariohow well the brand's advertising is rememberedPhraseC1
El recuerdo publicitario se pregunta sin ayuda primero.How well the brand's advertising is remembered is asked unprompted first.
la imagen de marcawhat the brand is taken to stand forPhraseC1
La imagen de marca tarda años en cambiar.What the brand is taken to stand for takes years to change.
la extensión de marcathe brand carried onto a new productPhraseC1
La extensión de marca aprovecha lo ya conocido.The brand carried onto a new product lives on what is already known.
el estudio de mercadothe market studyPhraseC1
El estudio de mercado se hace antes de decidir.The market study is done before anything is decided.
el grupo de discusiónthe small group brought in to talkPhraseC1
El grupo de discusión da matices, no cifras.The small group brought in to talk gives shades, not figures.
el panel de consumidoresthe group of consumers followed over timePhraseC1
El panel de consumidores sigue a las mismas personas.The group of consumers followed over time is always the same people.
la participación de la marcathe share of the market the brand holdsPhraseC1
La participación de la marca se compara con el mismo mes del año anterior.The share of the market the brand holds is compared with the same month a year before.
el ciclo de vida del productothe life of the product from launch to endPhraseC1
El ciclo de vida del producto cambia el tipo de anuncio.The life of the product from launch to end changes the kind of advertising.
el lanzamiento del productothe launch of the productPhraseC1
El lanzamiento del producto concentra el gasto.The launch of the product concentrates the spending.
la campaña de recuerdothe campaign that keeps it in mindPhraseC1
La campaña de recuerdo cuesta menos que la de lanzamiento.The campaign that keeps it in mind costs less than the launch campaign.
el informe de resultadosthe report on what it didPhraseC1
El informe de resultados dice también lo que no funcionó.The report on what it did says what did not work as well.
Noun (m) (2)
el esloganthe sloganNoun (m)C1
El eslogan se recuerda o no existe.The slogan is remembered or it does not exist.
el remarketingthe chasing of people who already lookedNoun (m)C1
El remarketing molesta si no tiene límite.The chasing of people who already looked becomes a nuisance without a limit.
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