| A | B |
|---|
| Product Advertising | gives the benefits of a specific product or service and relies on national arguments why a customer should buy it. |
| Brand Advertising | advertising that aims to build an image |
| Corporate Advertising | Advertising for a company |
| Brand | is the accumulation of all the tangible and intangible qualities of a company, product, or product line |
| Advertising Agency | A company that specializes in creating advertising |
| Account Executive | The key liaison between the client and the agency |
| Account Planner | The person you go to to learn about the target market |
| Media Plan | is a detailed lising of where and when ads will run |
| Media Planner | The person who develops the media plan |
| Art Director | This person usually has a background in design or fine art and is responsible for how the ad will look. |
| Copywriter | This person usually has a writing backgroun and writes the words in an advertisement |
| Creative Director | helps guide the creative process and ensures that the creative team's work conveys the right message and is in line with the client's needs |
| Producer | The person who facilitates everything that happens after the client agrees to develop an ad or campaign. |
| Advertising Plan | A document that outlines the activities to be completed and resources needed to create advertising |
| Advertising Campaign | A series of related advertisements with a similar look, feel, and theme that centers on a specific product, service, or brand. |
| Creative Strategy | how a company psoitions its vbrand or product in its advertising |
| Strategic Brief | a short document that defines the target market and articulates the main message of the advertising |
| Reach | The total number of people who sees an ad. |
| Frequency | The number of times a member of the target audience is exposed to the advertising message |
| Lead Time | the amount of time required to place an ad |
| Quantitative Research | involves collecting data that can be classified into meaningful numerical values |
| Qualitative Research | research that interprets the why and how of people's opinions |
| Corrective Ads | an ad that corrects any false impressions left by a deceptive ad |
| Fine | monetary penalty |
| Cease-and-desist order | a legal order to discontinue the deceptive advertising |
| Selling | Direct, Personal Communications with propective customers in order to assess needs and satisfy those needs with appropriate products and services |
| Close | The step in the sales process when the customer makes a decision to purchase |
| Trial Close | Providing the customer with the opportunity to buy during the sales presentation |
| Feature | A description of a product characteristics |
| Qualifying | Gathering information to determine which people are most likely to buy |
| Preapproach | Gathering preliminary information and preparing a preliminary sales presentation for a customer |
| Cold Calling | A salesperson contacts a large number of people who are conveniently located without knowing a great deal about each person contacted |
| Benefit | The advantage provided to a customer as a result of the feature |
| Demonstration | A personalized presentation of the features of the product in a way that emphasizes the benefits and value to the customer |
