glossary - ABUNDANCE PRINCIPLE States that an economy...

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Unformatted text preview: ABUNDANCE PRINCIPLE States that an economy produces more goods and services than can be consumed. In such an economy, advertising serves two important purposes: It keeps consumers informed of their alternatives, and it allows companies to compete more effectively for consumer dollars. ACCOUNT EXECUTIVE (AE) The liaison between the agency and the client. The account executive is responsible both for managing all the agency's services for the benefit of the client and for representing the agency's point of view to the client. ACCOUNT PLANNER The individual at an advertising agency primarily responsible for account planning. ACCOUNT PLANNING A hybrid discipline that bridges the gap between traditional research, account management, and creative direction whereby agency people represent the view of the consumer in order to better define and plan the client's advertising program. ACCOUNT SUPERVISOR See management supervisor. ACTION PROGRAMS See tactics. ADDED VALUE The increase in worth of a product or service as a result of a particular activity. In the context of advertising, the added value is provided by the communication of benefits over and above those offered by the product itself. AD IMPRESSION A possible exposure of the advertising message to one audience member; see opportunities to see (OTS). AD NETWORKS The Internet equivalent of a media rep firm, ad networks act as brokers for advertisers and Web sites. Ad networks pool hundreds or even thousands of Web pages together and facilitate advertising across these pages, thereby allowing advertisers to gain maximum exposure by covering even the small sites. AD REQUEST When an ad is requested from a Web server. This happens when someone visits a Web page that contains an advertisement and the surfer's browser asks the server to deliver the ad. ADVERTISER A company that sponsors advertising for itself and its products. ADVERTISING The structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media. ADVERTISING AGENCY An independent organization of creative people and businesspeople who specialize in developing and preparing advertising plans, advertisements, and other promotional tools for advertisers. The agency also arranges for or contracts for purchase of space and time in various media....
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This note was uploaded on 03/18/2008 for the course ADV 205 taught by Professor Bukovac during the Spring '08 term at Michigan State University.

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glossary - ABUNDANCE PRINCIPLE States that an economy...

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