Chapter 2 Flashcards
Structure of the advertising industry
advertisers advertising agencies media specialists promotion agencies external facilitators media organizations target audience
types of advertising agencies
full service creative boutique interactive agency in house agency media specialist
advertiser
Business, not-for-profit, or government organization that uses advertising and other promotional techniques to communicate with target markets and to stimulate awareness and demand for its brands.
advertising agency
An organization of professionals who provide creative and business services to clients related to planning, preparing, and placing advertisements.
full-service agency
An advertising agency that typically includes an array of advertising professionals to meet all the promotional needs of clients.
creative boutique
artistic
digital/interactive advertising
An advertising or IBP agency tht specializes in digital/interactive campaigns using the Web or wireless transmission.
in-house agency
The advertising department of a firm.
media specialist
Organization that specialize in buying media time and space and offer media strategy consulting to advertising agencies and advertisers.
promotion agency
Specialized agency that handle promotional efforts.
direct-marketing agency
Agency that maintains large databases of mailing lists; some of these firms can also design direct marketing campaigns either through the mail or by telemarketing.
event-planning agency
Expert in finding location, securing dates, and putting together a “team” of people to pull off a promotional event.
public relations firm
Firm that handle the needs of organizations regarding relationships with the local community, competitors, industry associations, and government associations.
external facilitator
An organization or individual that provides specialized services to advertisers and agencies.
production facilitator
An organization that offers essential services both during and after the production process.
