Commercial Production for an Ad Agency
Terms in this set (25)
Approximately how many ad agencies are there in the U.S.?
Account Services, Creative, Media, and Research
What primary 4 sub-departments are in a bigger advertising agency?
What is the advertiser known as to the agency?
What is the client's business known as to the agency?
Writes the creative brief and manages clients' accounts throughout the development process and in-between active projects.
What does an account executive do?
Develop the commercial concept and develops direction for advertising campaign.
What does "The Creative Team" do?
The wordsmith or who comes up with the witty or significant lines that define a campaign.
Supervises the visuals and is responsible for the overall looks of the advertisement or commercial.
Manages the creative team and supervises work and output, coordinating with the account manager and executives.
Regulates the Media team's work and makes sure qualitative (and quantitative) requirements are met
What does the Media Supervisor do?
Places the ad when the time is right
What does the Media Director do?
By understanding what the customers want, their lifestyles, and what motivates them
How can one touch one's customers' "emotional chord?"
Introduce/reintroduce, revise/reformulate, apologize for, and reutilize a product through an advertisement or commercial.
Client or Agency (already working for a client)
Who initiates the need or basic concept for an advertisement or commercial?
The creative brief and description, which outlines basic ideas the client wants in their new campaign.
A commercial begins with _____________.
Each department head of the agency and by the brand manager or VP marketing of the corporation
Who approves the written creative brief?
A formal meeting is held by the Account Services department with the Creative Department to discuss what's expected, timeline, budget, style, etc.
What happens after the creative brief has been approved by Account Services?
Between 1 day to 2 weeks
How long does it take a copywriter/art director to come up with a concept?
To whom is the copywriter's concept presented?
Account Services (Account Executives and Managers who work directly with the client everyday)
Who approves the final sign-off of a concept before presenting to the client?
After budget, media plans, and research schedules have been determined by the advertising agency.
A production company is first contacted ________________________.
Produces the physical commercial in a team of producers, production assistants, camera, gaffers, grips, etc.
What is a production company?
One who represents the company and sells its products
What is a sales rep?
Why would one ad agency pick one production (producers and crew) company over another?
The director's interpretation or overall idea for the advertisement or commercial collected into a presentation or summary.
An advertising treatment is ________________.
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