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What is advertising?
Two approaches to Advertising
24
Marketing
12th Grade
04/27/2010

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Term
Product advertising
Definition
Gives benefits of a specific product or service and relies on rational arguments why a customer should buy it.
Term
Brand Advertising
Definition
Advertising that aims to build an image
Term
Corporate Advertising
Definition
Advertising for a company
Term
Advertising agency
Definition
company that specializes in creating advertising
Term
Account Executive
Definition
The key liaison between the client and the agency.
Term
Account Planner
Definition
Someone who spends alot of time talking to the target markets.
Term
Media Plan
Definition
A detailed listing of where and when ads will run
Term
Media Planner
Definition
The person who develops the media plan
Term
Art Director
Definition
Someone who has a background in design ot fine art and is responsible for how the ad will look
Term
Copywriter
Definition
Someone who has a writing background and writes the words in the ad.
Term
Creative Director
Definition
Someone who helps guide the creative process and ensures that the creative teams work conveys the right message and is line with the clients needs.
Term
Producer
Definition
Someone who faciliates everything that happens after the client agrees to develop an ad or campaign.
Term
Advertising Plan
Definition
A documnet that outlines the activities to be completed and resources needed ti create advertising.
Term
Advertising Campaign
Definition
A series of related advertisements witha similar look, feel, and theme that centers ona specific product, service, or brand.
Term
Creative Strategy
Definition
How a company Positions its brand or product in its advertising
Term
Strategic Brief
Definition
Cretive brief; short document that defines the target market and articulates the main message of the advertising.
Term
Reach
Definition
The total number of people who see an ad.
Term
Frequency
Definition
The number of times a member of the 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
involves collecting data that can be classified into meaningful numerical values.
Term
Qualitative research
Definition
research that interprets the why and how of peoples opinions
Term
Cease and desist order
Definition
A legal order to discontinue the deceptive advertising
Term
Corrective Ads
Definition
Correct false impressions left by the deceptive ads
Term
Fine
Definition
monetary penalty
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