Vocab

Question 1

Advertiser*

Answer 1

The company that pays for the advertising

Question 2

Advertising*

Answer 2

Marketing messages in paid media

Question 3

Advertising Agency*

Answer 3

A company that specializes in creating and placing advertising for client (advertisers).

Question 4

Advertising budget*

Answer 4

The quantity of money available for an ad campaign. Usually divided between segments of the campaign (media, creative, etc.)

Question 5

Advertising Campaign*

Answer 5

A group of advertisements, commercials and related promotional materials and activities designed to be used during the same period of time as part of a coordinated advertising plan to meet the specified advertising objectives of a client.

Question 6

Account Planning*

Answer 6

Agency function with the responsibility for representing the voice of the consumer in all decision making, particularly create development

Question 7

Account planner*

Answer 7

The consumer’s advocate within the agency. His/her major contribution is the creative strategy or blueprint for the campaign

Question 8

Account manager*

Answer 8

Main responsibility within the agency is to serve as liaison between agency and client; manage their assigned client(s), taking control of meetings, issuing conference and status reports and perhaps taking responsibility for marketing objective and strategy.

Question 9

Advertising producer*

Answer 9

Plans the logistics for all creative work outside the agency on photo shoots, video shoots, etc. finding talent, the production house (print and video), the location and the crews needed to produce the creative work.

Question 10

Audience composition*

Answer 10

A description of a media vehicle’s total audience in terms of demographic classification of individuals

Question 11

Brand*

Answer 11

A promise made by the seller that the product will meet all the expectations of the consumer. The mind-image the product is trying to create within the consumer.

Question 12

Creative department*

Answer 12

Responsible for developing the ideas, images and words from which commercials and print ads are created. While many departments are contributors, the invention and production of advertising is basically the responsibility of creative directors, art directors and copywriters.

Question 13

Guerilla Marketing*

Answer 13

Focusing on low cost, creative strategies to reach the right people in a market area..

Question 14

Media Department*

Answer 14

Develops campaign media strategy and creates the media plan to reach the target audience efficiently and in a cost effective manner. Analyzes, selects and contracts for media time or space that will be used to deliver the ad message for the client.

Question 15

Marketing Segmentation*

Answer 15

Viewing a large market of people with different demands as many smaller homogeneous markets.

Question 16

Marketing Plan*

Answer 16

A written document designed to outline the marketing objective, the rationale for the objective and how it will be fulfilled.

Question 17

Positioning*

Answer 17

A marketing approach which considers how consumers perceive a product relative to competitive offerings.