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| Gives the benefits of a specific product or service and relies on rational arguments why a customer should buy it. |
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| Builds an image for a brand or company. |
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| Advertising for a company. |
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| A company that specializes in creative advertising. |
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| The key liasison between the client and the agency. |
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| One who talks to the target markets, conducts research, and even travels to see how the target markets live, works, and thinks. |
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| A detailed listings of where and when ads will run. |
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| The person who develops the media plan. |
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| The person responsible for how the ad will look. |
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| The person who writes the words in the ad. |
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| 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 |
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| The person that facilitates everything that happens after the client agrees to develop an ad or campaign. |
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| A document that outlines the activities to be completed and resources needed to create advertising. |
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| Series of related advertisments with similar look, feel, and theme that centers on a specific product, service, or brand. |
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| How a company positions its brand and product in its advertising. |
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| A short document that defines the target market and articulates the main message of advertising. |
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| The total number of people who see an ad. |
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| The number of times a member of a target audience is exposed to the advertising message. |
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| The amount of time required to place an ad. |
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Definition
| Collecting data that can be classified into meaningfulnumerical values. |
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Definition
| Reach that interprets the why and how of people's opinions. |
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| A legal order to discontinue deceptive advertising. |
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| Ads that companies are required to run to correct any false impressions left by deceptive ads. |
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| A monetary penalty imposed on an offending company. |
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