Marketing Agencies and Services: An Overview, Quizzes of Marketing

Download Marketing Agencies and Services: An Overview and more Quizzes Marketing in PDF only on Docsity! TERM 1 External Facilitators DEFINITION 1 Organizations or individuals that provide specialized services to marketers and agencies that may need more expertise in areas such as research, consulting, production, and software. TERM 2 Advertising vs. Promotion Agencies DEFINITION 2 Advertising agencies provide creative and business services to clients in planning, preparing, and placing advertisements. Promotion agencies handle specific promotional efforts, including sampling, event promotions, or promotional tie-ins. TERM 3 Full Service Agencies DEFINITION 3 Include an array of advertising professionals to meet all the advertising needs and even some promotional needs of their clients. TERM 4 Creative Boutiques DEFINITION 4 These emphasize creative concept development, copywriting, and artistic services. These are used to infuse greater creativity into the message theme or individual advertisement. TERM 5 Interactive Agencies DEFINITION 5 These help advertisers prepare communications for new media such as the Internet, podcasting, interactive kiosks, CDs, and interactive television. They focus on ways to use Web-based solutions for direct marketing and target market communications. TERM 6 In-house agencies DEFINITION 6 These are the advertising departments in a firm that take responsibility for the planning and preparation of advertising materials. This offers greater coordination and control of all phases of the IMC process, marketer's personnel have direct control over and knowledge of marketing activities, and the ability to cut spending. Limitations include a possible lack of objectivity, resources, and specialized expertise. TERM 7 Media Specialists DEFINITION 7 Organizations that specialize in buying media time and space and that offer media strategy consulting to advertising agencies and advertisers. Coordination of efforts has become complex due to the proliferation of media options and extensive use of promotional tools beyond advertising. TERM 8 Direct Marketing / Database Agencies DEFINITION 8 These maintain and manage large databases of mailing lists to target customers. They also develop direct marketing campaigns and promotional materials and execute campaigns. TERM 9 Fulfillment Centers DEFINITION 9 These ensure consumers receive products ordered in response to direct marketing efforts. TERM 10 E-Commerce Agencies DEFINITION 10 These handle a variety of planning and execution activities related to promotions using electronic commerce. They differ from interactive agencies by rather than creating websites or ads, they handle promotions (sweepstakes, coupons, sampling, etc.) via electronic media.