| A | B |
|---|
| Advertising agency | a company that specializes in creating advertising. |
| Account executive | the key liaison between the client and the agency |
| Account planner | talks to the target market, conducts research, and even travels to see how the target market lives, works, and thinks. |
| Media plan | a detailed listing of where and when ads will run. |
| Media planner | develops the media plan. |
| Art director | responsible for how the ad will look. |
| Copywriter | writes the words in the ad. |
| Creative director | helps guide the creative process and ensures the creative team's work conveys the right message and is in link with the client's needs. |
| Producer | 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 positions its brand or product in its advertising. |
| Strategic brief | also known as a creative brief, which is a short document that defines the target market and conveys the main message of the advertising. |
| Reach | the total number of people who see an ad. |
| Frequency | the number of times a member of the target audience is exposed to the advertising message. |
| Pass-along rate | the number of people who read a single printed copy of a magazine or newspaper. |
| Lead time | the amount of time required to place an ad. |
