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Chapter 16
Vocabulary
24
Marketing
12th Grade
04/27/2010

Additional Marketing Flashcards

 


 

Cards

Term
Product Advertising
Definition
Gives the benefits of a specific product or service and relies on rational arguments why a customer should buy it.
Term
Brand Advertising
Definition
Builds an image for a brand or company.
Term
Corporate Advertising
Definition
Advertising for a company.
Term
Advertising Agency
Definition
A company that specializes in creative advertising.
Term
Account Executive
Definition
The key liasison between the client and the agency.
Term
Account Planner
Definition
One who talks to the target markets, conducts research, and even travels to see how the target markets live, works, and thinks.
Term
Media Plan
Definition
A detailed listings of where and when ads will run.
Term
Media Planner
Definition
The person who develops the media plan.
Term
Art Director
Definition
The person responsible for how the ad will look.
Term
Copywriter
Definition
The person who writes the words in the ad.
Term
Creative Director
Definition
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
Term
Producer
Definition
The person that facilitates everything that happens after the client agrees to develop an ad or campaign.
Term
Advertising Plan
Definition
A document that outlines the activities to be completed and resources needed to create advertising.
Term
Advertising Campaign
Definition
Series of related advertisments with similar look, feel, and theme that centers on a specific product, service, or brand.
Term
Creative Strategy
Definition
How a company positions its brand and product in its advertising.
Term
Strategic Brief
Definition
A short document that defines the target market and articulates the main message of advertising.
Term
Reach
Definition
The total number of people who see an ad.
Term
Frequency
Definition
The number of times a member of a target audience is exposed to the advertising message.
Term
Lead Time
Definition
The amount of time required to place an ad.
Term
Quantitative Research
Definition
Collecting data that can be classified into meaningfulnumerical values.
Term
Qualitative Research
Definition
Reach that interprets the why and how of people's opinions.
Term
Cease-and-desist order
Definition
A legal order to discontinue deceptive advertising.
Term
Corrective Ads
Definition
Ads that companies are required to run to correct any false impressions left by deceptive ads.
Term
Fine
Definition
A monetary penalty imposed on an offending company.
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