Contemporary Advertising Chapter 4: Terms The terms are given, you id the definitionsAdvertisersLocal AdvertisingAdvertising ManagerSlide 5Product advertisingRegular price-line advertisingSale advertisingClearance advertisingInstitutional advertisingClassified advertisingIMC or Integrated Marketing CommunicationsCooperative (Co-op) AdvertisingVertical cooperative advertisingHorizontal cooperative advertisingRegional AdvertiserNational AdvertiserAssociation of National Advertisers (ANA)Centralized advertising departmentDecentralized SystemInternational StructureBrand ManagerMultinational CorporationGlobal MarketersAdvertising AgencyRegional AgencyNational AgencyInternational AgencyFull-Service Advertising AgencyGeneral Consumer AgencyBusiness-to-Business AgencyCreative BoutiqueMedia-buying ServiceInteractive AgencyAccount executives (AEs)Management (Account) SupervisorsAccount PlanningCopyCopywriterCreative DirectorSales Promotion DepartmentDepartmental SystemGroup SystemMedia CommissionMarkupFee-Commission CombinationStraight-Fee (Retainer) MethodIncentive SystemIn-House AgencySpeculative PresentationPre-relationship StageDevelopment StageMaintenance StageTermination StageSupplierArt StudioWeb Design HousePrinterIndependent Production HouseIndependent Research CompanyMediaPrint MediaElectronic MediaDigital Interactive MediaOutdoor AdvertisingTransit AdvertisingDirect Mail AdvertisingForeign MediaInternational MediaNancy HillContemporary AdvertisingContemporary AdvertisingChapter 4: Chapter 4: TermsTermsThe terms are given, you id the definitionsThe terms are given, you id the definitionsTwelfth EditionTwelfth EditionArens, Weigold, ArensArens, Weigold, ArensRun “slideshow” in PowerPoint to viewAdvertisersAdvertisersThe client individual or firms (p. 102)The client individual or firms (p. 102)Local AdvertisingLocal AdvertisingAlso called retail advertising. Advertising Also called retail advertising. Advertising efforts by local businesses in a particular efforts by local businesses in a particular city or county (p. 103)city or county (p. 103)Advertising ManagerAdvertising ManagerA person at the client organization who is A person at the client organization who is responsible for the firm’s advertising (p. responsible for the firm’s advertising (p. 103)103)Local AdvertisingLocal AdvertisingAdvertising by within a city or county Advertising by within a city or county directed toward customers within the directed toward customers within the same geographical area (p. 103)same geographical area (p. 103)Product advertisingProduct advertisingAdvertising that promotes a specific Advertising that promotes a specific product or service and stimulates product or service and stimulates short0term action while promoting short0term action while promoting awareness of the business (p. 104)awareness of the business (p. 104)Regular price-line advertisingRegular price-line advertisingInforms consumers about services or Informs consumers about services or merchandise offered at regular prices (p. merchandise offered at regular prices (p. 104)104)Sale advertisingSale advertisingAds that announce reduced prices for Ads that announce reduced prices for items (p. 104)items (p. 104)Clearance advertisingClearance advertisingAdvertising designed to make room for Advertising designed to make room for new product lines or new models and get new product lines or new models and get rid of slow-moving lines (p. 104)rid of slow-moving lines (p. 104)Institutional advertisingInstitutional advertisingAttempts to create a favorable long-term Attempts to create a favorable long-term perception of the business as a whole, not perception of the business as a whole, not just of a particular product or service (p. just of a particular product or service (p. 104)104)Classified advertisingClassified advertisingCommonly found in newspapers and some Commonly found in newspapers and some magazines, these brief, text-only ads can be magazines, these brief, text-only ads can be used to locate and recruit new employees, used to locate and recruit new employees, offer services, or sell and lease merchandise offer services, or sell and lease merchandise (p. 104)(p. 104)IMC or Integrated Marketing IMC or Integrated Marketing CommunicationsCommunicationsJoining together in a consistent manner Joining together in a consistent manner everything that communicates with the everything that communicates with the customer (p. 105).customer (p. 105).Cooperative (Co-op) AdvertisingCooperative (Co-op) AdvertisingThe sharing of advertising costs by the The sharing of advertising costs by the manufacturer and the distributor or manufacturer and the distributor or retailer (p. 107)retailer (p. 107)Vertical cooperative advertisingVertical cooperative advertisingManufacturer provides the complete ad Manufacturer provides the complete ad and shares the cost of ad time or space and shares the cost of ad time or space with the retailer or distributer (p. 107)with the retailer or distributer (p. 107)Horizontal cooperative Horizontal cooperative advertisingadvertisingFirms in the same business (real estate Firms in the same business (real estate agents, car dealers) advertise jointly. May agents, car dealers) advertise jointly. May involve competing firms working together (p. involve competing firms working together (p. 107)107)Regional AdvertiserRegional AdvertiserCompanies that operate in one part of the Companies that operate in one part of the country and exclusively to that region (p. country and exclusively to that region (p. 107)107)National AdvertiserNational AdvertiserCompanies which advertise in several Companies which advertise in several geographic regions or throughout the geographic regions or throughout the country (p. 107)country (p. 107)Association of National Advertisers Association of National Advertisers (ANA)(ANA)An organization composed of 400 major manufacturing An organization composed of 400 major manufacturing service companies that are clients of member agencies of service companies that are clients of member agencies of the AAAA. These companies which are pledged to uphold the AAAA. These companies which are pledged to uphold the ANA through a joint Committee for Improvement of the ANA through a joint Committee for Improvement of Advertising Content (p. 107)Advertising Content (p. 107)Centralized advertising Centralized advertising