English to Russian Marketing Advertising / Public Relations

The Sub-brands
A substantial proportion of the communication that Shell creates is for the promotion of specific products and services.
A campaign may include above-the-line and/or below-the-line communications activity. These two strands perform slightly different roles;
Above-the-line
Usually remote from a Shell location, such as a service station, the focus of attention needs to be with the Pecten. Persuading the viewer that they should choose Shell in preference to other brands, typically using a product or service as the vehicle for telling a compelling story.
Below-the-line
Usually at a Shell location where a customer is being asked to take action and purchase a product, or at a location where we need the sub-brand to have a greater presence.

ПОДСКАЖИТЕ ЕЩЕ КАК ПЕРЕВЕСТИ Below-the-line В ЭТОМ КОНТЕКСТЕ

Presenting a Sub-brand On Above-the-Line material
Sub-brand names vary considerably in length. In order to maintain balance, the height (including the Shell prefix) may range from 50% to 85% of the height of the Pecten in the branding zone, as illustrated below.
Ensure that the sub-brand namestyle does not dominate the branding. This will be determined by the length of
the sub-brand name and whether a third party logo is to be displayed.
Presenting a Sub-brand On Below-the-Line material - the Sub-branding Zone
The position of a sub-brand namestyle - rules:
All measurements are taken from the height (H) and width (W) of the Pecten in the branding zone.
A sub-brand namestyle can only appear in the top left corner on below-the-line material.

Above-the-line creative can be extended for use into the below-the-line environment, ie. using the same creative content in both above-the-line and below-the-line as part of an integrated campaign. In these cases, it is recommended that the sub-branding zone is used to ensure maximum stand-out of the sub-brand. This
may require some adjustments to the above-the-line creative content so that it can be effective in the below-the-line environment. For example, repositioning of a headline message; repositioning of imagery; resizing of copy.
Some below-the-line material appear within permanent display units, such as roadside poster frames. In such cases ensure that the image, including the branding is produced to the dimensions of the viewable space. This will mean printing with a white border on the poster to allow for the frame.
A zone created to bring special attention to an approved sub-brand, on below-the-line, such as point of purchase communications. It sits at the top of the piece of communication.