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What are the four functions of a full service agency?

1. account management 2. creative 3. media planning and placement 4. research

What are the types of agencies?

mega-agencies (world agency "brands"), independent national, regional, and local (independent entities), Niche agencies (rely on a unique specialty), Digital Agencies (working to add digital capabilities), Other agencies (in-house, marketing consultants, creative boutiques or design houses, media, research

What are the differences between local, regional, national, and global

regional and local work closely with clients, often retailers and service providers; national: focuses on the countries culture and business environment; global: around the world

What are the four types of specialized or niche agencies?

business to business (specialize in developing marketing and advertising programs for companies to sell to other businesses); creative boutiques and design houses (creativity, works directly with advertiser; DH: logos and package design) ; ethnic agencies (ethnic groups), digital agencies

What are the two primary roles of an agency?

1. Idea generation (creativity) 2. brand building

What are the four major departmental functions of an agency?

account management, creative services, media planning and buying, research

account managers

liaison between agency and client; develop advertising plan and marshaling the agency's resources

account executives

responsible for day-to-day operation of the account; involved in every department; scheduling meetings, obtaining client and legal approvals, budget control, and presenting agency viewpoints and recommendations

account supervisors

direct and supervise the planning and execution of account activities

management supervisors

managers who supervise account executives and who report to the agency's director of account services; responsible for overall performance on the account as well as client/agency relationship

directors of account management

responsible for department's organizational chart, reporting structure, policies and proceedures.

fee systems

Hourly rates or by product (flat rate)

What one is used most today?


brand building

The process of strengthening and developing the brand name of the good or service that the firm is producing to boost demand for it.

conflict of interest

a situation that occurs when an advertising agency is handling two or more clients that compete with one anotehr

creative strategy

a guide for those developing the advertising by defining the target audience, restating the objective of the advertising, specifies the key benefits to be communicated, and offers support for those benefits.

creative team

In an ad agency, consists of an art director and copywriter as partners. They come up with the creative concept.

virtual office

A mobile office in which people can work anywhere, as long as they have the tools to communicate with customers and colleagues.

What are the different types of magazines

general interest and specialized, trade magazines,

What are the different types of radio

radio networks, big news radio, niche stations

What are the different types of television

network, national cable, syndication, and local

What are the different types of newspapers

alternative newspapers, niche newspapers, news, sports, local news, nationals news, and worldly news

money medium for radio

ads, commercials

money medium for newspapers

classified ads

money medium for television

commercials, in show advertising

money medium for magazines

ads, keeping consumers interested in niche magazines, promotions

What is the differences between cable, syndicated, and network tv?

cable is in 60% of households, syndicated supply programs to stations and some cable networks, and network is 24 hour specialized programs appealing to taste and interest

six types of newspaper advertising

local display, national (general) advertising, legal advertising, classified, pre-print, coupon

out of home mean

outdoor advertising, puts ads where consumers travel,gather, shop, and buy

most used form of out of home


types of radio advertising

local, spot, network

types of television advertising

local spot, adjacencies; television tries to appeal to the people who would be watching that channel.


phones, laptops, tablets; location based advertising, 54% has some sort of mobile device


interest based, combines the 3 mediums radio, television and newspaper

theater advertising


ADI (Area of Dominant Influence)

Arbitron's mutually exclusive tv marketing areas defined by counties where the majority of total tv viewing occurs


a national audience measurement service that provides ratings for radios and television stations


1. company that measures tv viewing as well as other marketing search 2. tv ratings from neilson

Drive time

morning and afternoon time spent by commuters listening to their car radios


the total number of copies of a newspaper or magazine distributed by subscription, newsstand, and/or bulk


specialized electronic programming or any other specific medium that is geared toward a specific target audience, thus delivering a narrow portion of the total media audience

zipping commercials

fast forwarding through commercials

zapping commercials

turning commercials off

rate card

the list of advertising prices, mechanical requirements, issue dates, closing dates, and circulation info

run of press (ROP)

a newspaper ad insertion that runs anywhere in that paper. position not specified.

time shifting

recording of a television program for playback at some later time


marketing communications; direct m, direct sales, event, merchandising, pr, sales and retail relations, corporate giving, sales promotion, trade

push advertising

hard sell and reason why; a style that emphasizes building a strong logical sales proposition and pushing that message at the consumer often.

pull advertising

soft sell and image; style emphasizes attracting consumers by pulling them into the message with an engaging or entertaining presentation.

consumer vs. trade promotions

consumer is viewed as pull and trade is viewed as push

sales promotion

Short-term incentives to encourage the purchase or sale of a product or service; part of the "P; seeks to use rewards to change the value of the brand


A voucher entitling the holder to a discount off a particular product.


Promotional scheme in which (unlike in a sweepstake) participants compete for prizes by accomplishing something that requires skill. Although (unlike in a lottery) no fee is charged for participating in a contest, a certain number of proof-of-purchase tokens (such as bottle caps or empty packages) are often required to accompany each entry.


Promotional scheme in which (unlike in a sweepstake) participants compete for prizes by accomplishing something that requires skill. Although (unlike in a lottery) no fee is charged for participating in a contest, a certain number of proof-of-purchase tokens (such as bottle caps or empty packages) are often required to accompany each entry.


Merchandise offered free or at reduced price to make a combined offer (see bundling) more attractive to the customer


Return of a portion of a purchase price by a seller to a buyer, usually on purchase of a specified quantity, or value, of goods within a specified period. Unlike discount (which is deducted in advance of payment), rebate is given after the payment of full invoice amount.

Continuity programs

A marking strategy wherein the seller launches an ongoing promotion in order to attract and retain customers. An example is where a supermarket offers to give away gifts every month for customers who buy a certain type or amount of product. Airline frequent flier discounts are also examples of a continuity program.

trade promotions

retailers and wholesales in the distribution channel who will resell the product to the end users or consumers

Direct Mail

Contacting carefully targeted prospects with custom tailored offers or promotional material (such as brochures, circulars, letters, newsletters) on one-to-one basis via ordinary mail or email. These mailings almost always carry a response mechanism such as a toll-free number, website address, and/or a business-reply card. In the US, direct mail advertising is the largest single advertising medium totaling over $50 billion per year, or about 35 percent of all annual advertising expenditure.

Direct Response Television

Promotional method in which a prospective customer is urged to respond immediately and directly to the advertiser, through the use of a 'device' provided in the advertisement. These devices (called direct response mechanisms) include a (1) coupon to cut and mail, (2) business reply card, (3) toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail sale advertisements are direct response ads in one way or the other.

Telemarketing database service **

Contacting, qualifying, and canvassing prospective customers using telecommunications devices such as telephone, fax, and internet. It does not include direct mail marketing.

interactive Marketing

Trading situation where the buyers specify the nature and application of products they wish to buy and sellers try to match these requests almost instantly or in a very short time. A large part of trading over the internet is through interactive marketing.

consumer relations marketing**


LTV (Lifetime value)

direct marketing concept of determining the long-term value of an individual customer

public relations (differs from advertising)

activities designed to generate news coverage or other positive impact with the public

marketing public relations tactics

press kits, press releases, media/press tours, technical articles, feature article development, event management, product publicity

types of marketing research

limited-service rs suppliers (syndicated, standardized, specialized), full-service rs suppliers (total research project from start to finish)

event marketing

promotional activity in which a marketer provides financial support for an event in exchange for the right to have its name or logo displayed at the venue

promotional products

a useful item given free to consumers that carries the name or logo of the company giving out the item

role of the MarCom manager

title for person responsible for planning and implementing coordinated, integrated marketing communications

frequency programs

type of consumer promotion that rewards customers for repeated patronage; frequent flyer miles

press tour

occasion when members of news media are invited to tour a company's facilities and meet with company executives

single most important thing in advertising

advertising for a brand

campaign concept

marketing strategy, advertising objective and strategy, creative strategy, media objective and strategy, other plans and strategies

language of marketing

uses same as war and politics

How does advertising work


campaign process- where did campaigns come from?



mission, objective, strategies, tatics


the characteristics of a population with respect to age, race, and gender.


Studies of consumers based on social and psychological characteristics such as attitudes, interests, and opinions


an abstraction belonging to or characteristic of an entity


an article of merchandise that is displayed or advertised more than other articles


the process of moving through this sequence; answering a question moves you up the ladder

two primary functions of advertising



gross rating points


target rating points

the three measures of effectiveness

grps, trps, frequency


the percent of the target group which has been exposed to the advertising at least once


the number of times an individual or household is exposed to an advertising message over a certain period of time

situation analysis

recap of what is currently know about the brand

Why is research important

to know who we're selling to

is feedback important

helps improve product

added value

means a marketing or advertising activity makes the product more valuable, useful, or appealing to the consumer

advertising effectiveness

is the extent to which the advertising has produced the result desired.

SWOT analysis

strength, weakness, opportunity, and threats


unique selling proposition, rosser reeves


agencies inside of the marketing department

marketing consultants

provide strategic thinking

creative boutiques or design houses

creative services


buying services; provide things offered by an agency in a media department


may be provided by a wide variety of marketing research suppliers

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