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English translation: Cumulative coverage

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
Dutch term or phrase:bereiksopbouw
English translation:Cumulative coverage
Entered by: AllisonK (X)

08:53 Jul 19, 2004
Dutch to English translations [PRO]
Marketing - Marketing / Market Research / CRM - direct mail
Dutch term or phrase: bereiksopbouw
again, CRM - appears to be a specific media term used to measure audience but I would like the precise English term for this, if there is one (audience range? range development?). Context is direct mail, specifically:
De persoonlijke adressering en de opmaak van de envelop zal de relatie moeten stimuleren kennis te nemen van de uiting. Maar zelfs als de brief niet wordt geopend, kan de klant of prospect toch de envelop op zich laten inwerken. Het kan dan ook aanbevolen worden een deel van de boodschap daarop te plaatsen. Er is met dit medium een snelle ***bereiksopbouw*** mogelijk.
AllisonK (X)
Netherlands
Local time: 06:35
Cumulative audience or Coverage
Explanation:
You may find the ref: especially interesting Allison.

Coverage: The number or percentage of individuals or households that are exposed to a medium or to an advertising campaign.

Cumulative audience: Cumulative broadcast rating; the net unduplicated audience of a station or network during two or more time periods; also used to describe how many different households or people are reached by an advertising schedule.

Selected response from:

Dave Greatrix
United Kingdom
Local time: 05:35
Grading comment
After conferring with the author, he agreed that cumulative coverage is the correct term in English. Thanks all!
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +2Cumulative audience or Coverage
Dave Greatrix
3audience accumulation
FionaT
3rate of coverage
Chris Hopley


  

Answers


1 hr   confidence: Answerer confidence 3/5Answerer confidence 3/5
audience accumulation


Explanation:
audience accumulation – The process by which the total audience to a given flight or campaign builds over time.


    Reference: http://www.partnerslevit.com/ConferenceRoom/Glossary/glossar...
FionaT
Netherlands
Local time: 06:35
Native speaker of: Native in EnglishEnglish, Native in DutchDutch
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9 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +2
Cumulative audience or Coverage


Explanation:
You may find the ref: especially interesting Allison.

Coverage: The number or percentage of individuals or households that are exposed to a medium or to an advertising campaign.

Cumulative audience: Cumulative broadcast rating; the net unduplicated audience of a station or network during two or more time periods; also used to describe how many different households or people are reached by an advertising schedule.




    Reference: http://www.emediaplan.com/admunch/ViewPoints/Article18.asp
Dave Greatrix
United Kingdom
Local time: 05:35
Native speaker of: English
PRO pts in category: 12
Grading comment
After conferring with the author, he agreed that cumulative coverage is the correct term in English. Thanks all!

Peer comments on this answer (and responses from the answerer)
agree  Ton Remkes: Notwithstanding the reference, I'd opt for 'cumulative coverage'! But - - - who am I - - -
6 hrs
agree  Chris Hopley: This site would seem to agree: http://ema.ebi.nl/dms2003.htm - "Wanneer we kijken naar de bereiksopbouw (cumulatief bereik) zien we dat..."
14 hrs
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1 day 10 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5
rate of coverage


Explanation:
I think they mean that this medium has a high rate of coverage, because even if a person only reads the envelope and then throws it away, they have still been exposed to the advertising message.

-> "When we think about it, this ranking is hardly surprising: Credit Agricole Web site also happens to be the leading French banking site as far as its visitor coverage rate is concerned (it reaches 6.56 percent, all categories of visitors included)."
http://www.emarketnews.com/archives/2001-7/emetrics.htm

-> "the coverage, or audience of the media : in other words, the number of people who see the advertisement once ... International press can be appropriate in certain cases :
- when local press is unavailable ;
- when local press does not have a sufficient rate of coverage ;"
http://www.eur-export.com/anglais/apptheo/marketing/comm/com...

Also, a search for "Brian Copland" or the "Copland formula" will reveal lots of interesting stuff in this field (e.g. http://www.research-live.com/index.aspx?pageid=72&webexclusi... Other useful refs. below.


    Reference: http://www.rmsmedia.co.za/glossary.html
    Reference: http://www.bmra.org.uk/content.asp?category=103&article=700&...
Chris Hopley
Netherlands
Local time: 06:35
Works in field
Native speaker of: English
PRO pts in category: 44
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