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media-buying service specialized businesses that purchase media for clients
agency of record an advertising agency that manages the business between a company and
the agencies it has contracts with
public service announcement a type of public relations advertising that deals with public
welfare issues and typically is run free of charge
advertising department a department within the company that acts as a facilitator between
outside vendors and internal advertising management
full-service agency an agency that provides clients with the primary planning and advertising
services
Marketing Communication (Marcom) the element in the marketing mix that communicates
the key marketing messages to target audiences
brand name that part of a brand that can be spoken, including letters, words, and numbers
account services the account management function of an agency, which acts as a liaison
between the client and the agency
art director The person responsible for transforming the production designer's vision into a
reality on the screen, assessing the staging requirements for a production, and arranging for
and supervising the work of the members of the art department.
advertising agency a business that specializes in developing ads and ad campaigns for its
clients
, Copywriter The person who writes the text for an ad
advertisor a person or organization that initiates the advertising process
mass media communication channels, such as newspapers or television used to send
messages to large, diverse audiences
media the channels of communication that carry the ad message to target audiences
Positioning The way in which consumers perceive a product in the marketplace
brand advertising advertising that communicates the specific features, values, and benefits
of a particular brand offered for sale by a particular organization
retainer agency monthly compensation based on an estimate of the project work and its
costs
value billing a practice by marketers of paying agencies for creative and strategic ideas,
rather than for executions and media placement
local advertising advertising targeted to consumers who live within the local shopping area
of a store
brand image A special meaning or mental representation created for a product by giving it a
distinctive name and identity
puffery advertising or other sales representation that praises a product or service using
subjective opinions, superlatives, and similar techniques that are not based on objective fact
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media-buying service specialized businesses that purchase media for clients
agency of record an advertising agency that manages the business between a company and
the agencies it has contracts with
public service announcement a type of public relations advertising that deals with public
welfare issues and typically is run free of charge
advertising department a department within the company that acts as a facilitator between
outside vendors and internal advertising management
full-service agency an agency that provides clients with the primary planning and advertising
services
Marketing Communication (Marcom) the element in the marketing mix that communicates
the key marketing messages to target audiences
brand name that part of a brand that can be spoken, including letters, words, and numbers
account services the account management function of an agency, which acts as a liaison
between the client and the agency
art director The person responsible for transforming the production designer's vision into a
reality on the screen, assessing the staging requirements for a production, and arranging for
and supervising the work of the members of the art department.
advertising agency a business that specializes in developing ads and ad campaigns for its
clients
, Copywriter The person who writes the text for an ad
advertisor a person or organization that initiates the advertising process
mass media communication channels, such as newspapers or television used to send
messages to large, diverse audiences
media the channels of communication that carry the ad message to target audiences
Positioning The way in which consumers perceive a product in the marketplace
brand advertising advertising that communicates the specific features, values, and benefits
of a particular brand offered for sale by a particular organization
retainer agency monthly compensation based on an estimate of the project work and its
costs
value billing a practice by marketers of paying agencies for creative and strategic ideas,
rather than for executions and media placement
local advertising advertising targeted to consumers who live within the local shopping area
of a store
brand image A special meaning or mental representation created for a product by giving it a
distinctive name and identity
puffery advertising or other sales representation that praises a product or service using
subjective opinions, superlatives, and similar techniques that are not based on objective fact
