AD Quiz #3
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Created by:
holycowitzbec on November 7, 2011
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21 terms
Terms | Definitions |
|---|---|
 frequency | the number of times an individual, household, or business within a specified target market is exposed to a particular ad within a specified time period. |
| target audience | the particular group of consumers or demographic strata to whom your advertising message is targeted. |
| guerilla marketing | focusing on low cost, creative strategies to reach the right people in a market area. |
| database development | creation of a database to support the overall company, IMC program and total marketing effort. |
| direct marketing | selling products to customers without the use of other channel members. |
| customer relationship marketing | programs designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology. |
| green marketing | the development and promotion of products which are environmentally safe. |
| federal trade commission | the most powerful federal agency with control over marketing communications. |
| margin | difference between the cost of a seller''s goods and the price of the product paid by the ultimate consumer. |
| marketing | the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. |
| four p's of marketing | place, price, promotion, and product |
| place | refers to the distribution of the brand. |
| price | price of product and the margins available to fund brand activities and still deliver a profit. |
| promotion | set of activities designed to advance goods and services in the marketplace. |
| product | the brand itself |
| account management | a department within an advertising agency staffed with different levels of managers who serve as liaison between agency and client. |
| RFP | request for proposal; a request from a client to a number of agencies to prepare an initial qualifications for the requesting client. |
| advertising campaign | advertising that is prepared for an advertiser, scheduled in one or more media types or vehicles over a specified period of time, having on general theme. |
| sustainability | works in more than one medium. |
| engagement | buy media that will provide consumer engagement. |
| objective | reach/frequency statement. |
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