| A | B |
|---|
| Green Marketing | The use of advertising to support and improve the environment. |
| Social Responsibility | The principle that businesses should contribute to the welfare of society. |
| Industry Trade Groups | These trade associations are responsible for public relations activities for a specific industry. |
| Consumer | The end user of a product or service. |
| Consumer Behavior | Describes how and why people make purchase decisions. |
| Product Advertising | Highlights the benefits of using a product to convince consumers to buy it. |
| Brand Advertising | Used to build an image based on a set of values held by a company. |
| Corporate Advertising | Also known as institutional advertising, it is intended to build goodwill or enhance a company's reputation. |
| Advertising Agency | A marketing business that plans, creates, and manages advertising for its clients. |
| Advertiser | The client (business/organization) that needs creative messages (i.e. advertisements) to reach its target management. |
| Boutique Advertising Agency | Also known as a virtual ad agency, it is a small company that specializes in nontraditional, creative advertising. |
| Brand Specialist | Consultants that identify what makes a company unique. |
| Account Executive | The main link between the client and the agency. |
| Account Planner | Directs the marketing research efforts involved in a campaign. |
| Focus Groups | A small group of people involved in a discussion about an ad campaign. |
| Media Planners | Explore media options to determine the most effective way to deliver a message at the lowest cost. |
| Media Plan | Outlines when and where advertisements will run and how often. |
| Art Director | Responsible for the look of an advertisement. |
| Copywriter | Responsible for the words in an advertisement. |
| Creative Director | Oversees and guides the creative process. |
| Infomercial | A 5 to 30 minute advertisment that typically includes a product demonstration and testimonials. |
| Brand | The combination of a copmpany's name, logo, slogan, and product line. |
