Term
|
Definition
One of the first to:
Recognize women in the buying process
Realize the importance of consumer opinions (testimonials)
Use photography
Test impact of wording |
|
|
Term
|
Definition
Image is everything: Believed images connect more with consumer than words
Copywriter's Hall Of Fame |
|
|
Term
|
Definition
Father of advertising: condensed previous ideas into theories used today
Fabulous writer
Innovative media buying
Realized advertising was about selling |
|
|
Term
| Components of a Full Service Agency (5) |
|
Definition
| Planning, creation, production, placement, evaluation |
|
|
Term
| Ad Agency Structure (4 Departments) |
|
Definition
| Creative, account service, marketing services, management and finance |
|
|
Term
|
Definition
| Agency department that acts directly with the client |
|
|
Term
|
Definition
Merged/reorganized to be more competitive
Big companies took over small |
|
|
Term
|
Definition
| New technology allowed reengineering to better serve integrated interaction with clients |
|
|
Term
|
Definition
Usually an older woman
Supervising, marketing specialist
Aware of current events/anticipates trends
Pivotal position |
|
|
Term
| Media Research Coordinator |
|
Definition
| Determines audience specs |
|
|
Term
|
Definition
Execute overall media plan
Select and negotiate media placement; taken out to lunch
Monitoring placement |
|
|
Term
|
Definition
Entry level
Track/communicate with media buyer
Proof creative to match ad space specs |
|
|
Term
|
Definition
| Convergence, interactivity, creativity, engagement |
|
|
Term
|
Definition
| Marketing analysis, advertising analysis, media strategy, media scheduling, justification and summary |
|
|
Term
| Most important part of a media plan |
|
Definition
| identifying the prime prospect segments and reaching the target audience in a language they'll understand |
|
|
Term
|
Definition
|
|
Term
|
Definition
| (Ad cost x 1,000) / circulation |
|
|
Term
|
Definition
|
|
Term
|
Definition
| number of times each person receives the message |
|
|
Term
|
Definition
| Length of time the campaign runs |
|
|
Term
|
Definition
| An independent business, composed of creative and business people who develop, prepare and place advertising in media for sellers seeking to find customers for their goods. |
|
|
Term
| Percent of Ad agencies in NY |
|
Definition
|
|
Term
| 4 Ways to Produce Creativity |
|
Definition
| capturing, challenging, broadening, surrounding |
|
|
Term
|
Definition
| Allow random thoughts and connections |
|
|
Term
|
Definition
| Mental exercises by asking difficult questions |
|
|
Term
|
Definition
Try new things
Do things differently |
|
|
Term
|
Definition
| Meet new people, spend time with people who think differently |
|
|
Term
| 4 Steps of the Creative Process |
|
Definition
| Investigation, manipulation, incubation, illumination |
|
|
Term
|
Definition
Roger von Oech
"Don't fall in love with a typeface." |
|
|
Term
| 4 Steps of the Creative Process |
|
Definition
| Investigation, manipulation, incubation, illumination |
|
|
Term
| 3 Ways Appeals motivate people |
|
Definition
|
|
Term
|
Definition
|
|
Term
|
Definition
| Visual, verbal, aural, attitudinal |
|
|
Term
|
Definition
|
|
Term
|
Definition
| Seasonal, depends on budget |
|
|
