run of press (ROP)

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01:01 Dec 25, 2020
English to Chinese translations [PRO]
Marketing - Advertising / Public Relations
Additional field(s): Journalism
English term or phrase: run of press (ROP)
Definition from Business Dictionary:
Placement of an advertisement in a newspaper or magazine left to the discretion of the publisher. Its placement in a particular location or a specific page usually requires payment of a premium. In broadcast media, it is called run of schedule.

Example sentence(s):
  • The main benefit of ROP ads is they can cost quite a bit less than other print ads. mediaspace solutions
  • But Gill Randall, joint CEO of Spark Media Group, explains that on a national level a massive shift has been seen from Run of Press (ROP) to inserts due to the volume game. themediaonline
  • Magazines usually sell three primary types of advertising: run of press (ROP), mail order, and insert. Most magazine advertising pages and revenues are derived from ROP ads, which are printed within the magazine. Industry Surveys Publishing & Adv.
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Summary of translations provided
5广告编排
Linguist Laureate
5不指定版面 [的廣告]
Ying-Ju Fang
4纸张运行广告
Carolyn Batay 蔡虹虹


  

Translations offered


3 days 9 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
纸张运行广告


Definition from Unitinal:
纸张(或ROP)是报纸广告销售中常用的词语。 这意味着您的商业广告可以放置在纸张的任何位置,这是降低本地广告成本的不错选择。

Example sentence(s):
  • ROP广告允许编辑或发布商在该版本的论文中放置最适合的广告。 广告商可以根据广告的大小给出选项,并且在他们布置论文时,编辑会根据自己的判断决定放置在哪个广告上。 - Unitinal  
Carolyn Batay 蔡虹虹
Philippines
Local time: 20:49
Native speaker of: Native in ChineseChinese
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36 days   confidence: Answerer confidence 5/5
广告编排


Definition from thebalancesmb:
How Run of Paper (ROP) Benefits Your Business
Full Frame Shot Of Newspaper Stack

ROP is a common phrase used in newspaper advertising sales. It means that your business advertisement can be placed anywhere in the paper and it is a good choice for reducing the cost of your local advertising.

Example sentence(s):
  • ROP在文本消息中用作首字母縮略詞來表示運行的新聞。此頁是關於ROP的首字母縮略詞,其含義為運行的新聞。請注意,運行的新聞並不是ROP的唯一含義。ROP可能有多個定義,因此請在我們的字典中逐個查看ROP的所有含義。 - abbreviationfinder  
Linguist Laureate
China
Local time: 20:49
Native speaker of: Chinese
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451 days   confidence: Answerer confidence 5/5
不指定版面 [的廣告]


Definition from 學習Digital的心法:
ROP,Run-of-Page,是報紙或雜誌廣告的用語,意思是沒有指定版面,隨意由出版商擺放廣告。

Example sentence(s):
  • 由於報紙到達對象的龐雜性,它不能為直復營銷者提供精確的目標指向。ROP廣告是一種登載位置極不確定的廣告形式,它可能出現在報紙的任何版面的任何位置上, ... - ROP廣告 - MBA智库百科  
  • 只有位于版面随意位置( run of press , ROP )的广告才能享受特价,这意味着报社可以将此广告随意刊登在任何一版的任何位置。如果广告主要求特殊位置(例如商业版的版头) ,报纸可能会要求额外付费,实际上这种特殊费用是否支付则是广告主与报纸之间协商的事。 - 整合营销沟通 - 第 367 頁  
  • 浮動版位(Run of Press):印刷媒介中,廣告以不固定版位的方式刊載,廣告主可以取得較低價格,媒介單位則獲得版位編排彈性。 - 廣告媒介專用名詞中英文詳解  

Explanation:
ROP 有幾種中譯,意思大同小異,如:無指定版面、浮動版位。
這裡採用「不指定版面」較為清楚,無需多做解釋。
Ying-Ju Fang
Taiwan
Local time: 20:49
Native speaker of: Native in ChineseChinese
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