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Chapter 3 Advertising LCTI Dual Enrollment
Terms in this set (35)
the organizations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services
a firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process
One of the four major participants in the integrated marketing communications process whose function is to provide information or entertainment to subscribers, viewers, or readers while offering marketers an environment for reaching audiences with print and broadcast messages.
specialized marketing communication services
organizations that provide marketing communication services in their areas of expertise including direct marketing, public relations, and sales promotion firms
agencies that provide companies with specialized services such as package design, advertising production, and marketing research
the individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program
an organizational system whereby advertising along with other marketing activities such as sales, marketing research, and planning are divided along functional lines and are run from one central marketing department
An organizational system whereby planning and decision-making responsibility for marketing, advertising, and promotion lies with a product/brand manager or management team rather than a centralized department.
the person responsible for the planning, implementationa, and control of the marketing program for an individual brand
category management system
an organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products
An advertising agency set up, owned, and operated by an advertiser that is responsible for planning and executing the company's advertising program.
the amount of client money agencies spend on media purchases and other equivalent activities. Billings are often used as a way of measuring the size of advertising agencies
large external agencies that offer integrated marketing communications on a worldwide basis
an advertising agency that offers clients a full range of marketing and communications services, including the planning, creating, producing, and placing of advertising messages and other forms of promotion
The individual who serves as the liaison between the advertising agency and the client. The account executive is responsible for managing all of the services the agency provides to the client and representing the agency's point of view to the client.
The individual who gathers information that is relevant to a client's product or service and can be used in the development of the creative strategy as well as other aspects of an IMC campaign.
individual who helps conceive the ideas for ads and commercials and writes the words or copy for them
The organization of an ad agency into departments based on function: account services, creative services, marketing services, and administration.
The organization of an advertising agency by dividing it into groups consisting of specialists from various departments such as creative, media, marketing services, and other areas. These groups work together to service particular accounts.
an advertising agency that specializes in and provides only services related to the creative aspects of advertising
media specialist companies
companies that specialize in the buying of advertising media time and space, particularly for television and digital advertising
A wide range of technologies that have begun automating the buying, placement, and optimization of advertising media time and space
A method of compensating advertising agencies whereby the agency receives a specified commission (traditionally 15%) from the media on any advertising time or space it purchases.
A method of compensating advertising agencies whereby the client and agency negotiate the commission structure rather than relying on the traditional 15 percent media commission.
fixed fee method
a method of agency compensation whereby the agency and cllient agree on the work to be done and the amount of money the agency will be paid for the services
A type of compensation system whereby an advertising agency establishes a fixed monthly fee for its services to a client and media commissions received by the agency are credited against the fee.
A method of compensating advertising agencies whereby the agency receives a fee based on the cost of the work it performs plus an agreed-on amount for profit.
a form of compensattion whereby an advertising agency's compensation level depends on how well it meets predetermined perdormance goals such as sales or market share
The markups charged by advertising agencies for services provided to clients.
An aspect of the advertising agency evaluation process that focuses on how the agency conducts financial affairs related to serving a client.
an audit of the advertising agency's efforts in planning, developing, and implementing the client's commumication program
A company that provides a variety of direct-marketing services to their clients, including database management, direct mail, research, media service, creative, and production.
sales promotion agency
an organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for its clients
public relations firm
An organization that develops and implements programs to manage a company's publicity, image, and affairs with consumers and other relevant publics.
Agencies that specialize in the development and strategic use of various digital and interactive marketing tools such as websites for the Internet,, banner ads, search engine optimization, mobile marketing, and social media campaigns.
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