Media Today Chapter 4

Account executive

A person who moves information between the advertiser and the agency and also makes sure that all production, distribution, and exhibition activities take place as planned.

Accountability to advertisers

The ability to trace an individual's response to a particular ad.

Ad campaign

The entire set of advertisements using a particular theme to promote a certain product for a certain period of time.

Advertising

The activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services.

Advertising agencies

Companies that specialize in the creation of ads for placement in media that accept payment for exhibiting those ads.

Agency holding companies

Firms that own full-service advertising agencies, specialty agencies, direct-marketing firms, research companies, and even public relations agencies.

Agency networks

Advertising agencies with branch offices in a number of different cities worldwide.

Barter

Process by which products used in movies and tv shows are provided by the manufacturer to the producers for free in exchange for the publicity.

The Big Four

The largest agency holding companies, including Omnicom, WPP, Interpublic, and Publicis.

Branded entertainment

The act of linking the firm or product's name with an activity that the target audience enjoys.

Branding

Creating a specific image of a product that makes it stand out in the market place.

Business-to-business agencies

Advertising agencies that carry out work for companies that are interested in persuading personnel in other companies to buy from them instead of from their competitors.

Click through ad

a web-based advertisement that, when clicked on, takes the user to the advertiser's website.

Client conflicts

Situations that occur when agencies serve companies that compete with one another.

Commercialism

A situation in which the buying and selling of goods and services is a highly promoted value.

Consumer agencies

Advertising agencies that carry out work for advertisers that want to persuade people in their nonwork roles to buy products.

Cost per thousand (CPM)

The basic measurement of advertising efficiency in all media; it is used by advertisers to evaluate hoe much space they will buy in a given medium and what price they will pay.

Creative persuasion

The set of imaginative activities involved in producing and creating advertisements.

Creatives or creative personnel

People whose work relates directly to the creation of their firm's media materials.

Database marketing

Practice of constructing computerized lists of customers and potential customers that can be used to determine what those people might purchase in the future. The marketer then contacts the people on these lists with advertising or PR messages.

Databases

Lists of customers and potential customers that can be used to determine what those people might purchase in the future.

Direct-to-consumer (DTC)

A type of advertising used most effectively by the pharmaceutical industry, which presents ad prescription drug as a medical solution and encourages viewers to ask their physician to order the medicine if appropriate.

Direct-marketing agencies

Agencies that focus on consumer mailings, telephone marketing contacts, tv commercials, and other appeals to target audiences so as to elicit purchases right then and there.

Event marketing

Creating compelling circumstances that command attention in ways that are relevant to the product or firm. These activities typically take place at sports and entertainment venues, by way of mobile trailers or road shows that publicize products, and on college campuses, in malls, and in bars.

Event sponsorship

Situation in which companies pay money to be associated with particular activities that their target audiences enjoy or value. Examples include sports, concerts, and charities.

General ad agency

An advertising agency that invites business from all types of advertisers.

Hidden curriculum

A body of knowledge that people unconsciously absorb when consuming ads.

In-store media

The print and audiovisual ads that people see when they walk into retail spaces.

Information subsidies

The time and money that PR people provide media practitioners that help the latter get their work done.

Integrated marketing communications (IMC)

A type of PR the goal of which is to blend historically different ways to communicate to an organization's various audiences and markets.

Interactivity

The ability to cultivate a rapport with, as well as the loyalty of, individual consumers.

Internet agency

An advertising company that promotes its expertise in understanding the technology for reaching people online, for creating the ads and websites that will lead to customer responses, and for measuring those responses.

Location-based advertising

The process of sending commercial messages to people based on their geographic location

Market research

Research whose end goal is gathering information that will help an organization sell more products or services.

Market segmentation

Dividing society into different categories of consumers.

Media plan

The list of media outlets in which companies advertise their products.

Media planners

Agency personnel who make decisions about where to place advertisements.

Media planning and buying

A function of advertising involving purchasing media space and/or time on strategically selected outlets that are deemed best-suited to carry a client's ad message.

Media relations

All dealings with reporters and other members of media organizations who might tell a story about a client.

Press release

A short essay that is written in the form of an objective news story.

Product integration

The act of building plot lines or discussions for talk shows and reality tv around specific brands.

Psychographic data

Information that links demographic categories to personality characteristics of an audience.

Publicity outlet

A media vehicle that has in the past been open to input from public relations practitioners.

Relationship marketing

A firm's process of maintaining long-term contact with its customers.

Sales pitch

A presentation to a client, portraying the world of the client's intended audience and actions, to show how the client's product is valuable in that world.

Selectability

Ability to reach and individual with entertainment, news, information, and advertising based on knowledge of the individual's background, interests, and habits.

Specialty ad agency

An advertising agency that tackles only certain types of clients ( and accounts).

Tailoring

The capacity to aim media content and ads at particular individuals.

Traditional ad agency

An advertising agency that creates and distributes persuasive messages with the aim of creating a favorable impression of the product in the minds of target consumers that wil lead them to buy it in stores.

Publicity

The process of getting people or products mentioned in the news and entertainment media in order to get members of the public interested in them.