Chapter 1- The New World of Marketing Communication – Flashcards
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Account Executive
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A person who acts as a liaison between the client and the agency
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Account Management
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People and processes at an ad agency that facilitate the relationship between the agency and the client
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Account Planning
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A process of using research to gain information about the brand in its marketplace, the consumer's perspective, or both, and to use that research to contribute directly to advertising development
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Account Services
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The account management function of an agency, which acts as a liaison between the client and the agency
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Advertisement
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a notice about a product (good, service, or idea) that is designed to get the attention of a target audience.
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Advertiser
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a person or organization that initiates the advertising process
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Advertising
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Paid non personal communication from an identified sponsor using mass media to persuade or influence an audience
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Advertising Agency
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An organization that provides a variety of professional services to its client who is the advertiser of a product
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Advertising Department
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A department within the company that acts as a facilitator between outside vendors and internal advertising management
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Agency Networks
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Large conglomerations of agencies under a central ownership
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Agency of Record (AOR)
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An advertising agency that manages the business between a company and the agencies it has contracts with
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Art Director
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The person who is primarily responsible for the visual image of the advertisement
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Attention
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Concentrating the mind on a thought or idea
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Brand Advertising
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An advertising strategy that focuses on creating an image or perception of a brand
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Brand Name
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The part of the brand that can be spoken, such as words, letters, or numbers
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Business to Business Advertising (B2B)
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Targets other businesses
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Buzz
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Gossip created by people over a popular interest in something
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Campaign
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A comprehensive advertising plan for a series of different but related ads that appear in different media across a specified time period
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Channels(Media)
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Media or companies such as local newspaper or radio stations that transmit communication messages from the advertiser to the audience and from consumers back to companies
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Classified Advertising
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Commercial messages arranged in the newspaper according to the interests of readers
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Commission
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the amount an ad agency charges to the client, often a percentage of media cost
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Corporate Advertising
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A type of advertising used by firms to build awareness of a company, its products, and the nature of its business
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Creative Boutique
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An advertising agency that specializes in the creative side of advertising
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Direct Response Advertising
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A type of marketing communication that achieves an action oriented objective as a result of the advertising message
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Effective
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Marketing communication is deemed to be effective when it accomplishes its objectives
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Effectiveness
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Assessment about the extent to which objectives are met
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Effects
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The type of impact delivered by an advertisement or other marketing communication.
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Federal Trade Commission (FTC)
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A U.S. government agency responsible for regulating several advertising issues including banning deceptive or misleading advertising
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Fee
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An hourly amount charged to the client by the agency
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Fee System
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A compensation tool for advertisers requiring that client and agency agree on an hourly fee rate or negotiate a charge for a specific project
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Full Service Agency
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An agency that provides clients with the primary planning and advertising services
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Holding Companies
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One or more advertising agency networks, as well as other types of marketing communication agencies and marketing services consulting firms
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Image
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The use of intangible attributes to create a specific perception
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In House agency
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An agency within an advertiser's organization that performs all the tasks an outside agency would provide for the advertiser
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Institutional advertising
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A type of corporate advertising that focus on establishing a corporate identity or viewpoint
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Integrated marketing communication (IMC)
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The practice of unifying all marketing communication efforts so they send a consistent brand message to target audiences
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Local Advertising
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Advertising targeted to consumers who live within the local shopping area of a store
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Marketing Communication (Marcom)
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The element in the marketing mix that communicates the key marketing messages to target audiences
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Marketing Services
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This includes a variety of suppliers hired by marketers such as researchers and various types of marketing communication agencies
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Mass Media
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Communication channels, such a newspapers or television used to send messages to large, diverse audiences
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Media
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The channels of communication that carry the ad message to target audiences
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Media Buying services
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Specialists who implement the media plan by contracting with various media for placement of an advertisement
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Media Vehicles
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a single program, magazine, or radio station
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6 basic attributes of advertising
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1- paid communication 2-sponsor is identified 3-can be one way- two way, or multiple way 4- reaches a broad audience 5- conveyed through mass media, interactive media, word of mouth 6- seeks to inform or persuade
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strategy
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the logic behind an advertisement stated in objectives that focus on areas such as sales, emotional appeal, or brand reputation
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message
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the concept behind a message and how it is expressed based on consumer insights
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advertiser
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the organization sponsoring the message likely to have a marketing team that initiates the advertising effort hires the advertising agency
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the agency
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creates, produces, and distributes message. employs experts who are passionate about their work. can negotiate the best media deals for clients
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the media
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-channels of communication that carry the message to the audience. -many are large media conglomerates such as time warner and viacom -mass media enables advertisers to reach many people with a single message in a cost-efficient way
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professional suppliers and consultants
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provide specialized services to advertisers and agencies includes artists, writers, photographers, producers, printers and other freelancers
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agency jobs
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1- account management 2- account planning and research 3- creative development and research 4-media research, planning, and buying 5-internal operations
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first principle of IMC
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everything communicates
