Promotion Chapter 2

Front 1

crowdsourcing

Back 1

online distribution of tasks to groups (crowds) of experts, enthusiasts, or general consumers

Front 2

marketers

Back 2

business, non-profit, or government organizations that use advertising and other promotional techniques to communicate with target markets to stimulate awareness

Front 3

client

Back 3

organization that pays for advertising

Front 4

Trade resellers

Back 4

organizations in the marketing channel of distribution that buys products to resell to consumer's

Front 5

Marketer's job in IMC

Back 5

Understand and describe the value the firm's brand gives users

Understand and describe the brand's position in the market

Describe the company's objectives for the brand

Identity the target markets most likely to favorably respond to the brand

Identity and target the supply chain & distributing system that will best reach the target audience

Be committed to advertising and other promotion

Front 6

advertising agency

Back 6

organization of professionals who provide creative and business advice related to planning, preparing, and placing advertisements

Front 7

full-service agency

Back 7

advertising agency that includes an array of advertising professionals meet all the promotional needs of clients

Front 8

creative boutique

Back 8

advertising agency that emphasizes copywriting and artistic services

Front 9

digital/interactive agency

Back 9

advertising agency that helps clients prepare communications for new media

Front 10

in house agency

Back 10

advertising department of a marketer's own firm

Front 11

media specialist

Back 11

organization that specializes in buying media time and space and that offers media strategy consulting to agencies and advertisers

Front 12

promotion agency

Back 12

specialized agency that handles promotional efforts

Front 13

Direct marketing agency (direct response agency)

Back 13

agency that maintains large databases of mailing lists and may design direct marketing campaigns

Front 14

database agency

Back 14

agency that helps customers construct databases of target customers, merge databases, develop promotional materials, and execute direct marketing campaigns

Front 15

fulfillment center

Back 15

operation that ensures consumers receive products ordered in response to direct marketing

Front 16

consumer sales promotion

Back 16

Sales promotion aimed at consumers and focused on price-off deals, coupons, sampling, rebates, and premiums

Front 17

Trade market sales promotion

Back 17

Sales promotion that is designed to motivate distributors, wholesalers, and retailers to stock and feature a firms' brand in their merchandising program

Front 18

event planning agency

Back 18

agency that finds locations, secures dates, and assembles a team of people to pull off a promotional event

Front 19

designer

Back 19

specialist involved in execution of creative ideas and efforts by designing logos and other visual promotional pieces

Front 20

logo

Back 20

graphic mark that identifies a company

Front 21

public relations firm

Back 21

firm that handles an organization's needs regarding relationships with the local comunity, competitors, industry associations, and government organizations

Front 22

account services

Back 22

team of managers that identifies the benefits a brand offers its target audience's and the best competitive position, and the then develops a promotion plan

Front 23

account planner

Back 23

person in an advertising agency who synthesizes all relevant consumer research and uses it to design an advertising strategy

Front 24

creative services

Back 24

group in an advertising agency that develops the message to be delivered through advertising, sales promotion, direct marketing, even sponsorship, or PR

Front 25

production services

Back 25

team in an agency that takes creative ideas and turns them into advertisements, direct mail pieces, or even materials

Front 26

media planning and buying services

Back 26

services related to media planning or buying and are provided by advertising agencies or specialized media buying organizations

Front 27

commission system

Back 27

method of agency compensation based on the amount of money the advertiser spends on the media

Front 28

markup charge

Back 28

method of agency compensation based on adding a percentage charge to a variety of services the agency purchase from outside suppliers

Front 29

fee system

Back 29

method of agency compensation whereby the advertiser and the agency agree on an hourly rate or services provided

Front 30

pay for results

Back 30

compensation plan based on an agreement in which fee amounts are ties to a set of results criteria

Front 31

external facilitator

Back 31

organization or individual that provides specialized services to advertisers and agencies

Front 32

consultants

Back 32

individuals who specialize in areas related to the promotion process

Front 33

production facilitator

Back 33

organization that offers essential services during and after the promotional process