Untitled Deck Flashcards
account executive
The key liaison between the client and the agency.
account planner do
One who talks to the target markets, conducts research, and even travels to see how the target market lives, works, and thinks.
advertising agency
A company that specializes in creative advertising.
advertising campaign
A series of related advertisements with a similar look, feel, and theme.
advertising plan
Outlines the activities and resources needed to create advertising.
art director
The person responsible for how the ad will look.
brand advertising
Builds an image for a brand or company.
cease-and-desist order
A legal order to discontinue deceptive advertising.
copywriter
The person who writes the words in the ad.
What is corporate advertising
Advertising for a company.
What are corrective ads
Ads that correct any false impressions left by the deceptive ads.
creative director
One who helps guide the creative process and ensures that the creative team’s work conveys the right message and is in line with the client’s needs.
What is creative strategy
How a company positions its brand and product in its advertising.
fine
A monetary penalty imposed on an offending company.
frequency
The number of times a member of the target audience is exposed to the advertising message.
lead time
The amount of time required to place an ad.
media plan
A detailed listing of where and when ads will run.
media planner
The person who develops the media plan.
producer
The person that facilitates everything that happens after the client agrees to develop an ad or campaign.
product advertising
Gives the benefits of a specific product or service and relies on rational arguments why a customer should buy it.
qualitative research
Research that looks deeper into the why and how of people’s opinions.
quantitative research
Collecting data that can be interpreted into meaningful numerical values.
reach
The total number of people who see an ad.
strategic brief
Document that defines the target market and articulates the main message of the advertising.
