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14 Cards in this Set
- Front
- Back
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advertising agency
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A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process.
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in-house agency
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An advertising agency set up, owned, and operated by an advertiser that is responsible for planning and executing the company's advertising program. Pros: const savings, more control, better coordination. Cons: less experience, less objectivity, less flexibility
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full service agency
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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.
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media buying services
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companies that specialize in the buying ofm edia, particularly radio and television time.
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creative boutique
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an advertising agency that specialized in and provides only services relative to the creative aspects of advertising.
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commission system
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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.
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direct response agency
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a company that provides a variety of direct marketing services to their clients including database management, direct mail, research, media services, creative, and production.
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sales promotion agency
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an organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for its clients.
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media planning
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the series of decisions involved in the delivery of an advertising message to prospective purchasers and/or users of a product or service. Difficulties include measurement problems, lack of information, time pressure, and inconsistent terms. Analyze the market, establish media objectives, develop media strategy, implement media strategy, and evaluate performance.
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reach
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the number of different audience members exposed at least once to a media vehicle (or vehicles) in a given period.
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frequency
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the number of times a target audience is exposed to a media vehicle (s) in a specified period.
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sweeps
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the times of year in which television audience measures are taken (february, may, july, and november)
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flighting
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a media scheduling pattern in which periods of advertising are alternated with periods of no advertising
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pulsing
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a media scheduling method that combines flighting and continuous scheduling
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