Mc Chap 3

Front 1

clients

Back 1

the organizations with the products, services, or causes to be marketed and for which advertising agencies and other promotional firms provide services.

Front 2

advertising agency

Back 2

A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process.

Front 3

media organizations

Back 3

One of the four major participants in the integrated marketing communications process whose function is to provide information or entertainment to subscribers, viewers, or readers while offering marketers an environment for reaching audiences with print and broadcast messages.

Front 4

specalized marketing communications services

Back 4

Organizations that provide marketing communication services in their areas of expertise including direct marketing, public relations, and sales promotions firms.

Front 5

collateral services

Back 5

Companies that provide companies with specialized services such as package design, advertisin production, and marketing research.

Front 6

advertising manager

Back 6

The individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program.

Front 7

centralized system

Back 7

an organizational system whereby advertising along with other marketing activities such as sales, marketing research, and planning are divided along functional lines and are run from one central marketing department.

Front 8

decentralized system

Back 8

An organizational system whereby planning and decision making responsibility for marketing, advertising, and promotion lies with a product/brand manager or management team rather than a centralized department.

Front 9

brand manager

Back 9

The person responsible for the planning, implementation, and control of the marketing program for an individual brand.

Front 10

category management system

Back 10

An organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products.

Front 11

in-house agency

Back 11

An advertising agency set up, owned, and operated by an advertiser that is responsible for planning and executing the company's advertising program.

Front 12

billings

Back 12

The amount of client money agencies spend on media purchases andother equivalent activities. Billings are often used as a way of measuring the size of the advertising agencies.

Front 13

superagencies

Back 13

Large external agencies that offer integrated marketing communications on a worldwide basis.

Front 14

full-service agency

Back 14

An advertising agency that offers clients a full range of marketing and communications services including the planning, creating, producing, and placing of advertising messages and other forms of promotion.

Front 15

account executive

Back 15

The individual who serves as the liaison between the advertising agency and the client. The account executive is responsible for managing all of the services the agency provides to the client and representing the agency's point of view to the client.

Front 16

account planners

Back 16

Advertising personnel who gather information that is relevant to a client's product or service and can be used in the development of the creative strategy, as well as other aspects of the IMC campaign.

Front 17

copywriters

Back 17

Individual who helps conceive the ideas for the ads and commercials and writes the words or copy for them.

Front 18

departmental system

Back 18

The organization of an advertising agency into departments based on functions such as account services, creative, media, marketing services, and administration.

Front 19

group system

Back 19

The organization of an advertising agency by dividing it into groups consisting of specialists from various departments such as creative, media, marketing services, and other areas. These groups work together to service particular accounts.

Front 20

creative boutique

Back 20

An advertising agency that specializes in and procides only services related to the creative aspects of advertising

Front 21

media specialist companies

Back 21

companies that specialize in the buying of media, particularly radio and television time.

Front 22

commission system

Back 22

A method of compensating advertising agencies whereby the agency receives a specified commission (traditionally 15 percent) from the media on any advertising time or space it purchases.

Front 23

negotiated commission

Back 23

A method of compensating advertising agencies whereby the client and agency negotiate the commission structure rather than relying on the traditional 15 percent media commission.

Front 24

fixed fee method

Back 24

a method of agency combination whereby the agency and client agree on the work to be done and the amount of money the agency will be paid for its services.

Front 25

fee-commission combination

Back 25

A type of compensation system whereby an advertising agency establishes a fixed monthly fee for its services to a client and media commissions received by the agency are credited against the fee.

Front 26

cost-plus system

Back 26

A method of compensating advertising agencies whereby the agency receives a fee based on the cost of the work it performs plus an agree on amount for profit.

Front 27

incentive based system

Back 27

A form of compensation whereby an agency's compenation level depends on how well it meets predetermined performance goals such as sales or market share.

Front 28

percentage charges

Back 28

The markups charged by advertising agencies for services provided to clients.

Front 29

financial audit

Back 29

An aspect of the advertising agency evaluation process that focuses on how the agency conducts financial affairs related to servicing a client.

Front 30

qualitative audit

Back 30

An audit of the advertising agency's efforts in planning, developing, and implementing the client's communications programs.

Front 31

direct marketing agency

Back 31

A company that provides a variety of direct marketing services to their clients including database management, direct mail, research, media services, creative, and production.

Front 32

sales promotion agency

Back 32

An organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for its clients.

Front 33

public relations firm

Back 33

An organization that develops and implements programs to manage a company's publicity, image, and affairs with consumers and other relevant publics.

Front 34

interactive agencies

Back 34

An organization that specializes in the creation of interactive media such as CD ROMs, kiosks, and websites.