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| gives the benefits of a specific product or service and relies on rational arguments why a customer should buy it |
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| builds an image for a brand or company |
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| a company that spcializes in creative advertising |
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| the key liaison between the client and the agency |
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| one who talks to the target market, conducts research, and even travels to see how the target market lives, works, and thinks |
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| 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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| the person responsible for how the ad will look |
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| thr person who writies the words the ad |
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| 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 |
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| the person that facilitates everything that happens after the client agrees to develop an ad or campaign |
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| a document that outlines the activities to be completed and resources needed to create advertising |
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| seris of related advertisements with a similar look, feel, and theme that centers on a specific product, service, or brand |
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| how a company position its brand and product in its advertising |
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| a short document that defines the target market and articulates the main message of the advertising |
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| the total number of people who see an ad |
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| the number of times a member of the arget audience is exposed to the advertising message |
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| the amount of time required to place an ad |
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| collecting data that can be classified into meaningful numerical values |
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| research that interprets the why and how of people's opinions |
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| a legal order to discontinue deceptive advertising |
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| ads that companies are ired to run to correct any false impressions left by deceptive |
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| a monetary penalty imposed o an offending company |
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