MKT 290 - Chapter 2 Flashcards
(17 cards)
How have consumers gained control in the role they play in advertising?
Consumers go to the websites they want to go to, use DVR’s.
What type of agency includes an array of advertising professionals to meet all the promotional needs of their clients?
Full-Service Agency
What type of agency typically emphasizes creative concept development, copywriting, and artistic services?
Creative Boutique
What type of agency help advertisers prepare communications for new media such as the internet, podcasting, interactive kiosks, CDs, and interactive television?
Digital/Interactive Agencies
What type of agency is often referred to as the advertising department in a firm and takes responsibility for the planning and preparation of advertising materials?
In-House Agency
While not technically agencies, what are organizations that specialize in buying media time and space and that offer media strategy consulting to advertising agencies and advertisers?
Media Specialists
What type of promotion agencies maintain and manage large databases of mailing lists and may design direct-marketing campaigns?
Direct-Marketing Agency
What type of promotion agency helps customers construct databases of target customers, merge databases, develop promotional materials, and execute direct-marketing campaigns?
Database Agency
What type of promotion agency that finds locations, secure dates, and assembles a team of people to pull of a promotional event?
Event-Planning Agency
What is a firm that handles an organization’s needs regarding relationships with the local community, competitors, industry associations, and government organizations?
Public Relations Firm
What is a team of managers that identifies the benefits a brand offers its target audiences and the best competitive position, and then develops a promotion plan?
Account Services
What is a group in an advertising agency that develops the message to be delivered through advertising, sales promotion, direct marketing, event sponsorship, or public relations?
Creative Services
What is a team in an agency that takes creative ideas and turns them into advertisements, direct-mail places, or events materials?
Production Services
What is a method of agency compensation based on the amount of money the advertiser spends on the media?
Commission System
What is a method of agency compensation based on adding a percentage charge to a variety of services the agency purchases from outside suppliers?
Markup Charge
What is a method of agency compensation whereby the advertiser and agency agree on an hourly rate for services provided?
Fee System
What is a compensation plan based on an agreement in which fee amounts are tied to a set of results criteria?
Pay-For-Results
