The ABCs of Advertising: M
Working with an advertising agency often means measurable results, friendly customer service, and creative ideas that drive brand awareness. But it also can mean confusing jargon. Here are some common terms you may come across while working on your next campaign.
Marketing communications is an umbrella term that covers all aspects of the marketing industry. This includes all forms of marketing (digital, direct, etc.), advertising, public relations, and market research. As a full-service agency, we are capable of handling all aspects of marketing communications within our office.
If you want to target your campaign (and believe me, you do), you need market segmentation. This means that we take the full population of potential customers and separate them by certain factors. This could be as broad as by age group or as specific as tendency to watch cat videos on YouTube for greater than 4 hours per day.
When an advertising campaign is being planned, one of the most important (albeit, least thought of) aspects is the media plan. This is where and when an ad will run. Media planners and buyers are responsible for strategically finding the best outlets that will give an ad the most exposure to the target audience.