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Marketing 317 > Chapter 3 > Flashcards

Chapter 3 Flashcards

1
Q

Clients

A

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

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2
Q

Advertising Agency

A

Outside firm that specializes in the creation, production, and/or placement of the communications messages and that may provide other services to facilitate the marketing and promotions process

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3
Q

Media Organizations

A

Provide information or entertainment to their subscribers, viewers, or readers

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4
Q

Specialized Marketing Communication Services

A

Provide services in areas of expertise

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5
Q

Collateral Services

A

Range of support functions used by advertisers, agencies, media organizations, and specialized marketing communication firms

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6
Q

Advertising Manager

A

Responsible for all promotions activities except sales

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7
Q

Centralized System

A

The Advertising Manager controls the entire promotions operation

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8
Q

Decentralized System

A

Separate manufacturing, research and development, sales, and marketing departments for various divisions, product lines, or businesses

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9
Q

Brand Manager

A

Responsible for total management of the brand

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10
Q

Category Management System

A

Organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products

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11
Q

In-House Agency

A

Advertising agency that is set up, owned, and operated by the advertiser

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12
Q

Billings

A

The amount of client money agencies spend on media purchases and other equivalent activities

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13
Q

Superagencies

A

Large external agencies that offer integrated marketing communications on a worldwide basis

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14
Q

Full-Service Agency

A

Offers clients full range of marketing, communications, and promotions services

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15
Q

Account Executive

A

Responsible for understanding the advertiser’s marketing and promotions needs and interpreting them to agency personnel

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16
Q

Account Planner

A

Individuals that gather information that is relevant to the client’s product or service and can be used in the development of the creative strategy and other aspects of IMC campaign

17
Q

Copywriter

A

Individuals who conceive the ideas for the ads and write the headlines, subheads, and body copy

18
Q

Departmental System

A

The organization of an advertising agency into departments based on functions (account services, creative, media, marketing services, administration)

19
Q

Group System

A

Individuals from each department work together in groups to service particular accounts

20
Q

Creative Boutiques

A

Small ad agencies that provide only creative services and have been important part of advertising industry

21
Q

Media Specialist Companies

A

Organizations that specialize in the buying of media

22
Q

Programmatic Buying

A

Technologies that are automating the buying, placement, and optimization of advertising media

23
Q

Commission System

A

Agency receives specified commission from the media on any advertising time/space it purchases for its client

24
Q

Negotiated Commission

A

Commissions average 8-10% or are based on a sliding scale that becomes lower as clients’ media expenditures increase

25
Q

Fixed-Fee Method

A

Agency charges basic monthly fee for all its services and credits to the client any media commissions earned

26
Q

Fee-Commission Combination

A

Media commissions received by the agency are credited against the fee

27
Q

Cost-Plus System

A

Client agrees to pay agency a fee based on the costs of its work plus some agreed-on profit margin

28
Q

Incentive-Based System

A

Advertising agency’s compensation level depends on how well it meets predetermined performance goals such as sales/market share

29
Q

Percent Charges

A

Markups charged by advertising agencies for services provided to clients

30
Q

Financial Audit

A

Focuses on how agency conducts business

31
Q

Qualitative Audit

A

Focuses on agency’s efforts in planning, developing, and implementing the client’s advertising programs and considers the results achieved

32
Q

Why Agencies Lose Clients?

A
  1. Poor performance/service
  2. Poor communication
    3.
33
Q

Direct-Marketing Agency

A

Company that provides a variety of direct-marketing services to its clients (database management, direct mail, research, media services, creative, production)

34
Q

Sales Promotion Agency

A

Organization specializes in the planning and implementation of promotional programs

35
Q

Public Relations Firm

A

Organization develops and implements programs to manage a company’s publicity, image, and affairs with consumers and other relevant publics

36
Q

Digital/Interactive Agency

A

Agency specialize in the development and strategic use of various digital and interactive marketing tools

Marketing 317 (5 decks)

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