September 22 Advertising

Vocabulary flashcards covering the six functional departments of an ad agency based on the September 22 lecture notes.

Account Executive

A role in account services within the account manager department, referred to as "the suits," whose main responsibility is to talk to clients.

Executive Criteria (EC)

Criteria defined during d1/d2 research in the research department.

Advertising Research

Research that determines which media to use to talk to the target market and which ad execution technique (AET) to select.

Ad Execution Technique (AET)

The technique identified through advertising research to execute an ad.

Creative Strategy

Strategy formulated for creative execution/payload that "keeps the creatives from running amuck."

Creative Team

The core team within the creative department consisting of the copy writer, art director, web designer, and graphic artist.

Bernbach

Associated with the organizational practice where the copy writer and art director work together.

Locals (Agency Spectrum)

Individuals on the creative department spectrum defined as "the do-gooder loyalist."

Cosmopolitans (Agency Spectrum)

Individuals on the creative department spectrum defined as "the opportunist - build portfolio."

Production Department

The department responsible for outsourcing, filming, hiring the director and film crew, handling unions, site location, casting, and voiceover casting services.

Media Department

The department whose #1 goal is to minimize "waste circulation," whose key metrics are "reach + frequency," and whose #1 sold service is media.

Waste Circulation

An inefficiency in advertising reach that the media department's #1 objective is to minimize.

Key Media Metrics

The primary performance measures in the media department, identified as "reach + frequency."

Traffic Department

The department comprised of "locals" tasked with ensuring deadlines are met and acting as "bill payers."