Chapter 2 Flashcards
(16 cards)
advertising agency
engaged in creating ad campaigns and placing ads in media
account manager
handles affairs of the client
makes sure marketing objectives are met
make sure to stay within the client’s budget
supervise all aspects of the ad campaign
account planner
-voice of the consumer’s all research about the target market
-know all about everything
-actors of the creative brief
-strategic thinkers and developers
-do ad research and techniques
media planner
-where, how long, and when to advertise
-stay within the media budget
media buyer
-implements media plan
-buys media space
-negotiates for the best price
creative director
-in charge of the creative department
-select art directors and copywriters
-make sure everything is highest quality
-work with everyone on creative team
art director
-the artists
-produce all visual elements
-creative from all types of media
-work with copywrites as a team
-casts all actors, chooses everyone to make the ad
copywriters
-writers
-produce all the words in the visual elements
-write scripts, taglines, jingles, radio
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why hire an ad agency?
-ad professionals know their business
-provide an objective view of the clines business
-creative executions
-connections
full-service agencies
provide the 5 major functions of an ad agency
5 major functions of an ad agency
account management
research
creative
account planning
media planning & buying
in house agencies
owned and operated by the company instead of outsourcing
specialty agency
service minority populations
creative boutiques
contract work for creative
industry-specific
concentrate on advertising for certain industries like healthcare, academic, B2B, etc.
