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Glossary entry

German term or phrase:

Kontakte

English translation:

Predicted reach (or simply) reach

Added to glossary by Yorkshireman
Oct 28, 2013 12:39
10 yrs ago
1 viewer *
German term

Kontakte

German to English Marketing Advertising / Public Relations
The context is a proposal to win over new sponsors for an event. 'Kontakte' occurs in a list of figures outlining the number of times a brand logo will be seen on TV/heard on the radio etc.
For example:
Kontakte PR TV = number
Kontakte Grossstadt-Plakate = number
Gesamtkontakte = number

Does anyone know if there is a commonly used term for this in advertising-speak, or is it just the obvious 'contacts'?
Thanks!
Proposed translations (English)
4 +2 Predicted reach (or simply) reach
3 +3 exposure(s)
3 impressions
3 brand mentions and impressions
3 circulation/distribution
References
Kontakte
Change log

Nov 4, 2013 10:41: Yorkshireman Created KOG entry

Nov 4, 2013 10:46: Yorkshireman changed "Edited KOG entry" from "<a href="/profile/973537">Yorkshireman's</a> old entry - "Kontakte"" to ""Predicted reach (or simply) reach""

Votes to reclassify question as PRO/non-PRO:

Non-PRO (1): 784512 (X)

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Discussion

Yorkshireman Oct 28, 2013:
@orla Good points!
I reckon, though, that the simplest way for an agency to put across channel/media effectiveness in a pitch presented to a client is to express it in potential or predicted reach.
Only three things really interest the clients - how many customers - potential revenue/sales volumes - and, what will it cost. All the rest is pretty packaging to attract the "marks" (old circus and sideshow "carnie" slang for paying customers).

1. Define the target group (age, affinities, lifestyle, income etc)
2. Determine where they are (TV, social media, print, online, etc.)
3. Define the channels to reach them where they are (print, TV, radio, social media, blogs, forums etc.)
4. Adapt to their needs and generate awareness in the appropriate channels, initially with teasers, mailing campaigns,banners, games, competitions, virals and all the other tricks that eventually lead them to the meat of the matter - i.e. paying for the product or service..
oa_xxx (X) Oct 28, 2013:
reach, frequency, GRP, impressions, ad views... Do you know what kind of numbers are given here? That would help to figure out if they mean the potential reach (exposure etc.) of the ad campaign (e.g. one TV ad = 2 million viewers) or if its simply the number of TV ads that will be placed, or the total number of posters/billboards etc. Definitely not audience, and brand mentions is much broader as it includes mentions by other sources (i.e. in independent articles, reviews etc.) It could also be frequency (Number of times an advertisement is printed or a commercial is broadcast within a particular period, according to the business dictionary).
Ramey Rieger (X) Oct 28, 2013:
There's a difference between TV exposure and poster distribution. you might want to consider two terms here.
TonyTK Oct 28, 2013:
Nothing wrong with "contacts": http://www.clearchannel.co.uk/press-centre/news/2011/01/18/h...

"... The first notable finding was that ad contacts were correlated to footfall, ..."
784512 (X) Oct 28, 2013:
Oh... sorry Right, I thought this was in the part where they're trying to tell people how to get in touch with them. I overlooked that.

I don't think it's contact or contacts then. I unfortunately can't remove the unfortunately rash non-pro, sorry. :( I'm having difficulty thinking about what term this actually is - I'm in IT mode right now...

Could you use "audience" here?
Kaya Green (asker) Oct 28, 2013:
Thanks Rose.
I think though in this context that rather than meaning contact details', it refers to the number of times a brand logo gets seen on different types of media, so how many people see it, how many times it is viewed etc.
If that makes sense..
784512 (X) Oct 28, 2013:
contact It's just the obvious, although I'd say "contact", singular, in most cases and the German would probably be better in singular, too, unless they want to include more information and make it "contact details". Or you could make it "contact number", but that might look silly.

Proposed translations

+2
1 hr
Selected

Predicted reach (or simply) reach


It actually doesn't really matter what "Kontakte" are

If the number of contacts/leads/potential customers (or whatever) is stated in numbers, this is the "reach" of the particular medium that is being predicted by the agency for specific target groups.

Reach, PR, TV = XXXX
Reach, urban billboards = YYYYY
Overall reach = XXXX + YYYY
Peer comment(s):
agree TonyTK : Yes, this actually sounds better and more savvy than "contacts" in the context of a proposal.
16 mins
agree oa_xxx (X) : yes makes the most sense, possibly gross reach
4 hrs
Good idea! THX
Something went wrong...
4 KudoZ points awarded for this answer.
+3
10 mins

exposure(s)

I would go with the singular here ...

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Note added at 12 mins (2013-10-28 12:51:10 GMT)
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or: frequency
From Wikipedia, the free encyclopedia
In advertising, the effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful.

The subject on effective frequency is quite controversial. Many people have their own definition on what this word means. There are also numerous studies with their own theories or models as to what the correct number is for effective frequency.


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Note added at 13 mins (2013-10-28 12:52:34 GMT)
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exposure

Definitions (4)Save to FavoritesSee Examples
1. General: State or condition of being unprotected and open to damage, danger, risk of suffering a loss in a transaction, or uncertainty.
2. Advertising: Degree to which an audience (readers, listeners, viewers, visitors to a website) is in receipt of a promotional message.


Read more: http://www.businessdictionary.com/definition/exposure.html#i...

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Note added at 21 mins (2013-10-28 13:00:37 GMT)
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advertising page exposure

DefinitionSave to Favorites
Number of times the reader of a publication has the opportunity to see a print advertisement, whether or not he/she actually sees it.


Read more: http://www.businessdictionary.com/definition/advertising-pag...
Peer comment(s):
agree 784512 (X) : I think "exposure" or "audience" would work, depending on precise context. You could use "total exposure" with numbers, but I think people also talk about audiences. I'm not sure if there is any real distinction between when you use one or the other.
14 mins
thanks Rose :)
agree BrigitteHilgner : exposure
36 mins
agree oa_xxx (X) : exposure
6 hrs
Something went wrong...
29 mins

impressions

I have come across the term CPM (cost per thousand advertising impressions) which is used to compare the relative effectiveness of different forms of advertising.(Marketers calculate CPM by dividing advertising campaign costs by the number of impressions (or opportunities-to-see that are delivered by each part of a campaign).
Reference:

http://en.wikipedia.org/wiki/Cost_per_mille

Something went wrong...
53 mins

brand mentions and impressions

I think we need two words here to put it all together. See example below:

"Not only were we able to engage influencers pre-event, and drive content creation, brand mentions and impressions during the event, but we also continued to nurture these relationships and capitalize on their reach and influence in target audiences that were crucial to the success of Radisson Blu Aqua Hotel Chicago."

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Note added at 2 hrs (2013-10-28 14:50:42 GMT)
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Impressions may suffice as an umbrella term. But some sources seem to associate "impressions" with traditional media (logo, ad view) and "mentions" with online media. "Touchpoints" could be another option which can be found in the third link.

1. http://www.qualitylogoproducts.com/blog/infographic-promotio...

2. http://www.salesforcemarketingcloud.com/blog/2010/03/10-key-...

3. http://www.marketingweek.co.uk/trends/the-brand-impressions-...
Reference:

http://www.ciceron.com/casestudies/ciceron-activates-influencers-to-launch-radisson-blu-in-chicago/

Peer comment(s):
neutral TonyTK : I think there's an important difference between the number of times a brand is mentioned ... // Looking at it again, you probably have a point, but please explain why we need two terms to deal with this. I fail to see the logic.
12 mins
I never said there was no difference. Not sure how this can be held against my entry. In addition, we're only interested in the raw numbers here, not what market researchers make of them//Thanks, Tony. I added a note.
neutral oa_xxx (X) : Funnily enough, I would associate impressions more with online media and mentions traditionally with print media - tho of course online now too, but, e.g., the number of times a brand is mentioned by anyone (i.e. not just in ads) in the newspapers etc.
5 hrs
Something went wrong...
3 hrs

circulation/distribution

another possibility, although you may want to differentiate between TV 'exposure' and poster 'distribution'
Something went wrong...

Reference comments

5 hrs
Reference:

Kontakte

(Aha!)

Kontakte

Die Kontakte geben die Anzahl/Summe aller Kontakte aller Personen mit einem Medium oder mehreren Medien an. Die Kontakte werden absolut (Mio./Tsd.) oder als Prozentwert (GRP) ausgewiesen. Bei Mehrfachbelegung eines Mediums oder mehrerer Medien werden die einzelnen Kontakte ohne Berücksichtigung interner oder externer Nutzerüberschneidungen addiert. Daher ist aus der Anzahl der Kontakte nicht ersichtlich, wie oft dieselben Personen erreicht wurden.

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Note added at 5 hrs (2013-10-28 18:31:53 GMT)
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Brutto-Reichweite/Brutto-Kontakte

Kenngröße vorwiegend in der Kampagnenplanung und -kontrolle. Die Brutto-Reichweite ist die Kontaktsumme, also die Summe aller erzielten Kontakte oder Kontaktchancen von Personen mit einem Medium oder mehreren Medien (auch mit einem oder mehreren Werbemitteln). Sie wird in Millionen oder Prozent (» GRP) ausgewiesen und basiert im TV-Bereich auf der Sehbeteiligung. Sofern Netto-Reichweite und Durchschnittskontakte bereits bekannt sind, kann die Brutto- Reichweite auch errechnet werden: [...]
http://www.br-media-radiotv.de/media-lexikon/eintrag/brutto-...

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Note added at 6 hrs (2013-10-28 18:41:49 GMT)
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PS the link in the "example sentence" is for the first text I posted!

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Note added at 6 hrs (2013-10-28 18:49:25 GMT)
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And I have to admit I dont fully understand the difference between Kontakte and Reichweite in German:

http://www.mediaplaner.de/reichweite.html
http://www.mediaplaner.de/kontakt.html
Example sentence:

http://www.hsg-koeln.de/hsg/docs/22878/medialexikon#22

Peer comments on this reference comment:
neutral Yorkshireman : Excellent reference material, Orla!
6 days
Something went wrong...
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