MKTG 380 Chapter Notes - Chapter 13: Public Service Announcement, Ad Blocking, Branded Content
Document Summary
Account executive: a member of the account management department who supervises the day-to- day activities of the account and is the primary liaison between the agency and the client. Account planner: a member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising. Ad blocking: the use of powerful ad-blocking software created to stop ad fraud by stripping ads from the website at the network level. Ad fraud: the use of automated browsers to falsify the number of views or click-through the advertisers must pay for. Advertising appeal: the central idea or theme of an advertising message. Advertising campaign: a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time. Advertising: non-personal communication from an identified sponsor using the mass media.
