MGMA01H3 Chapter : terms.docx
Document Summary
Madison and vine: a term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages. Creative concept: the compelling big idea that will bring the advertising message strategy to life in a distinctive and memorable way. Execution style: the approach, style, tone, words, and format used for executing an advertising message. Advertising agency: a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs. Personal selling: personal presentations by the firm"s sales force for the purpose of making sales and building customer relationships/ Salesperson: an individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. Customer (or market) sales force structure: a sales force organization in which salespeople specialize in selling only to certain customers or industries.
