| A | B |
|---|
| account executive | The key liaison between the client and the agency |
| art director | The person responsible for how the ad will look |
| copywriter | The person who writes the words in the ad |
| creative director | One who 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 |
| media planner | The person who develops the media plan |
| account planner | One who talks to the target markets, conducts research, and even travels to see how the target market lives, works, and thinks |
| corporate advertising | Advertising for a company |
| producer | The person that facilitates everything that happens after the client agrees to develop an ad or campaign |
| brand advertising | Builds an image for a brand or company |
| strategic brief | Document that defines the target market and articulates the main message of the advertising |
| quantitative research | Collecting data that can be interpreted into meaningful numerical values |
| qualitative research | Research that looks deeper into the why and how of people’s opinions |
| advertising agency | A company that specializes in creative advertising |
| product advertising | Gives the benefits of a specific product or service and relies on rational arguments why a customer should buy it |
| advertising plan | Outlines the activities and resources needed to create advertising |
| creative strategy | How a company positions its brand and product in its advertising |
| advertising campaign | Series of related advertisements with a similar look, feel, and theme |
| 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 |
| cease-and-desist order | Legal order to discontinue deceptive advertising advertising campaign reach frequency cease-and-desist order Correct answer: cease-and-desist order |
| corrective ads | Ads that correct any false impressions left by the deceptive ads |
| fine | A monetary penalty imposed on an offending company |
| lead time | The amount of time required to place an ad |
| media plan | A detailed listing of where and when ads will run |
