Mktg 430 Ch 3

Front 1

clients

Back 1

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

Front 2

advertising agency

Back 2

specializing in creation, production, and placement of advertising messages. Provides other services to facilitate mktg comm process.

Front 3

media organizations

Back 3

One of the four major participants in the IMC process. Provides info or entertainment to subscribers, viewers, or readers while offering marketers an environment for reaching audiences with print and broadcast messages.

Front 4

specialized marketing communication services

Back 4

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

Front 5

collateral services

Back 5

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

Front 6

advertising manager

Back 6

plans, coordintes, budgets, implements advertising campaign

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 and other equivalent activities. Often used as a way of measuring the size of 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

liasion btwn ad agency and client. Manages all agency's services to client and represents agency's POV to the client.

Front 16

account planners

Back 16

ad agency personnel that gathers relevant info about a client's product/service. Info is used in development of creative stratagy and also other aspects of IMC campaign. Account planning is the process of gathering/researching clients product,service,brand,target audience, etc.

Front 17

copywriter

Back 17

Individual who helps conceive the ideas for 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 provides only services related to the creative aspects of advertising.

Front 21

media specialist companies

Back 21

specializes in buying of ad media time and space for radio and TV

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 arrangement

Back 24

Arrangement of agency compensation 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

fixed-fee method

Back 25

method of agency compensation. Agency and client agree on work to be done and money paid to agency for services.

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 agreed-on amount for profit.

Front 27

incentive-based system

Back 27

A form of compensation whereby an advertising agency's compensation 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 serving 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 service, 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 agency

Back 34

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