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| Gives the benefit of a specific product or service and relies on rational arguments why a customer should buy it. |
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| Advertising that aims to build an image. |
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| Advertising for a company. |
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| a company that specializes in creating advertising. |
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| The key liaison between the client and the agency. |
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Definition
| one who talks to the target markets, conducts research, and even travels to see how the target market lives, works,and thinks. |
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| is a detailed listing of where and when ads will run. |
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| The person who develops the media plan. |
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| has a background in design or fine art and is responsible for how the ad will work. |
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| has a writing background and writes the words in the ad. |
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Definition
| 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. |
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Definition
| To facilitate everything that happens after the client agrees to develop an ad or campaign. |
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Definition
| a document that outlinesthe activities to be completed and resources needed to creating advertising. |
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| a series of related advertisements with a similar look, feel, and theme that centers on a specific product, service, or brand. |
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Definition
| How a company positions its brand or product in its advertising. |
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Definition
| also known as a creative brief, which is a short document that defines the target market and articulates the main message of the advertising. |
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Definition
| total number of people who see an ad. |
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Definition
| The number of times a member of the target audience is exposed to the advertising message. |
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Definition
| Amount of time required to place an ad. |
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Definition
| Involves collecting data that can be classified into meaningful numerical values. |
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| research that interprets the why and how of people's opinion. |
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| a legal order to discontinue the deceptive advertising. |
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| Corrects any false impressions left by the deceptive ads. |
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Definition
| A monetary pelanty imposed on the offending company |
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