Chapter 3 Flashcards
Clients
The organizations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services
Advertising Agency
Outside firm that specializes in the creation, production, and/or placement of the communications messages and that may provide other services to facilitate the marketing and promotions process
Media Organizations
Provide information or entertainment to their subscribers, viewers, or readers
Specialized Marketing Communication Services
Provide services in areas of expertise
Collateral Services
Range of support functions used by advertisers, agencies, media organizations, and specialized marketing communication firms
Advertising Manager
Responsible for all promotions activities except sales
Centralized System
The Advertising Manager controls the entire promotions operation
Decentralized System
Separate manufacturing, research and development, sales, and marketing departments for various divisions, product lines, or businesses
Brand Manager
Responsible for total management of the brand
Category Management System
Organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products
In-House Agency
Advertising agency that is set up, owned, and operated by the advertiser
Billings
The amount of client money agencies spend on media purchases and other equivalent activities
Superagencies
Large external agencies that offer integrated marketing communications on a worldwide basis
Full-Service Agency
Offers clients full range of marketing, communications, and promotions services
Account Executive
Responsible for understanding the advertiser’s marketing and promotions needs and interpreting them to agency personnel
Account Planner
Individuals that gather information that is relevant to the client’s product or service and can be used in the development of the creative strategy and other aspects of IMC campaign
Copywriter
Individuals who conceive the ideas for the ads and write the headlines, subheads, and body copy
Departmental System
The organization of an advertising agency into departments based on functions (account services, creative, media, marketing services, administration)
Group System
Individuals from each department work together in groups to service particular accounts
Creative Boutiques
Small ad agencies that provide only creative services and have been important part of advertising industry
Media Specialist Companies
Organizations that specialize in the buying of media
Programmatic Buying
Technologies that are automating the buying, placement, and optimization of advertising media
Commission System
Agency receives specified commission from the media on any advertising time/space it purchases for its client
Negotiated Commission
Commissions average 8-10% or are based on a sliding scale that becomes lower as clients’ media expenditures increase
