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toonmateriaal

English translation: visuals / display material(s)

04:17 Feb 28, 2012
Dutch to English translations [PRO]
Marketing - Advertising / Public Relations
Dutch term or phrase: toonmateriaal
During market research certain items (packaging and a commercial) are shown to respondents. In Dutch, the word "toonmaterialen" and "toonmateriaal" is used for these "items".

Is there a marketing/advertising "guru" who knows how this should be properly translated into (US) English?

Thanks

"Het toonmateriaal (de stimuli Verpakkingsafbeelding en Reclamefilm) is opgenomen in de vragenlijsten..."
Peter Moor
United States
Local time: 21:26
English translation:visuals / display material(s)
Explanation:
Straight from the dict. "Comprehensive" may be appropriate in special cases, but likely not here given the parenthetical info.

http://dictionary.reference.com/browse/visual

noun
6.
Usually, visuals.
a.
the picture elements, as distinguished from the sound elements, in films, television, etc.
b.
photographs, slides, films, charts, or other visual materials, especially as used for illustration or promotion. Compare audio, video.
7.
a rough, preliminary sketch of an advertising layout, showing possible arrangements of material. Compare comprehensive ( def. 5 ) .

For ref:

noun
5. comprehensive
the detailed layout of an advertisement, showing placement of photographs, illustrations, copy, etc., as for presentation to a client. Compare visual ( def. 7 ) .

For comprehensive, also see: http://is.gd/urjpBQ
Selected response from:

Bryan Crumpler
United States
Local time: 21:26
Grading comment
I think that your explanation covering the difference between visuals and non- visuals in the end made me choose your answer, even though stimulus material actually also worked in my case. Thanks everyone for the discussion!
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +5visuals / display material(s)
Bryan Crumpler
5stimulus material
John Holloway
4demonstration material
Andrew Howitt


Discussion entries: 3





  

Answers


47 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +5
visuals / display material(s)


Explanation:
Straight from the dict. "Comprehensive" may be appropriate in special cases, but likely not here given the parenthetical info.

http://dictionary.reference.com/browse/visual

noun
6.
Usually, visuals.
a.
the picture elements, as distinguished from the sound elements, in films, television, etc.
b.
photographs, slides, films, charts, or other visual materials, especially as used for illustration or promotion. Compare audio, video.
7.
a rough, preliminary sketch of an advertising layout, showing possible arrangements of material. Compare comprehensive ( def. 5 ) .

For ref:

noun
5. comprehensive
the detailed layout of an advertisement, showing placement of photographs, illustrations, copy, etc., as for presentation to a client. Compare visual ( def. 7 ) .

For comprehensive, also see: http://is.gd/urjpBQ

Bryan Crumpler
United States
Local time: 21:26
Works in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 4
Grading comment
I think that your explanation covering the difference between visuals and non- visuals in the end made me choose your answer, even though stimulus material actually also worked in my case. Thanks everyone for the discussion!

Peer comments on this answer (and responses from the answerer)
agree  philgoddard: I don't think packaging counts as visuals though - I prefer your second suggestion.
1 hr
  -> Welllll... they do in the sense of packshots (i.e. verpakkingsafbeeldingen)
agree  Petro Ebersöhn (X): Displays
2 hrs
agree  Lianne Wouters: Preference for second option.
2 hrs
agree  David Walker (X): Agree on display material
3 hrs
agree  Richard Rosendal MSc: I prefere the second option as well
4 hrs
Login to enter a peer comment (or grade)

20 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
demonstration material


Explanation:
This is an alternative to display material

Andrew Howitt
Netherlands
Local time: 03:26
Works in field
Native speaker of: English
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22 hrs   confidence: Answerer confidence 5/5
stimulus material


Explanation:
The context indicates that the material used to stimulate response in this research consists of a packshot and an actual film. All such methods of presenting concepts - or of representing products and communication already in the market, including the use of actual products - fall into the category of research stimulus material.

The example provided from the source therefore translates as:
<<The stimulus material (packshot and advertising film) is included in the questionnaires...>>

Definition of Stimulus Material (from The Association for Qualitative Research website, http://www.aqr.org.uk/glossary/?term=stimulusmaterial):
<<Material of a visual, verbal and/or auditory nature used to communicate certain ideas to enable them to be researched, or to stimulate discussion of relevant topics.>>

Re. Other terms used in answers and discussion: these items are used in (the process of developing) marketing communication material in general, which includes their use as research stimulus material: A <<visual>> is a broad term for any still image, often at rough stage, produced by hand, computer or camera to illustrate a core concept or what a specific ad, pack, etc will look like. (A <<storyboard>>, for instance, is a sequence of smaller visuals, to illustrate a commercial or film.) A <<layout>> is a visual representation of an advertisement, or similar, that shows where the elements of the ad are located on the page. <<Display material>> is flat or 3D, printed and/or fabricated material or digital material used to promote a product and normally placed near the product at the point of sale. <<Demonstration material>> is material used in demonstrating the operation, application, preparation, etc of a product.


--------------------------------------------------
Note added at 23 hrs (2012-02-29 03:52:15 GMT)
--------------------------------------------------

PS: Don't be fooled by: This answer's UK English. Answer derived from experience in US-owned ad agencies ; )

Example sentence(s):
  • The stimulus material (the packshot and TVC) is included in the questionnaires.

    Reference: http://www.aqr.org.uk/glossary/?term=stimulusmaterial
John Holloway
Netherlands
Local time: 03:26
Specializes in field
Native speaker of: Native in EnglishEnglish

Peer comments on this answer (and responses from the answerer)
neutral  writeaway: with 100% confidence, the only one fooled is you. read the question: Is there a marketing/advertising "guru" who knows how this should be properly translated into (US) English?
834 days
  -> This response popped up in my inbox today (?). So I re-read the question, as instructed, and re-googled my answer. It appears in the correct US English contexts. This did not surprise me. I have 25 yrs experience in US ad agencies and know the jargon.)
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