| account manager | A liaison between an agency and its clients.
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| account planner | A person who uses research and customer insights to bring a strong consumer focus to the planning of marketing communication.
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| art director | A person who develops the visual aspects of brand messages-the design and layout.
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| brand manager | An executive who manages a company's brand or product line (also called product manager).
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| centralized marketing | An organizational arrangement in which a single authority is responsible for all marketing communication messages.
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| channel marketing | (1) Advertising and promotion efforts directed at members of the distribution channel. (2) An integrated process that combines personal selling, trade promotions, and co-marketing programs to build relationships with retailers and other members of the distribution channel.
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| commission | (1) A payment that represents a percentage of a client's total media spending. (2) A percentage of the sales price paid to a salesperson for each transaction.
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| copywriter | A person who develops the verbal brand message (the copy).
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| creative boutique | An agency of creative specialists, usually writers and designers, who work for clients and other agencies.
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| creative brief | A document that is given to the creative team to help in their planning of the message executions.
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| creative director | A person who supervises the development, execution, and production of the creative ideas.
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| cross-functional planning | A process for planning and monitoring brand relationships that involves all departments that directly or indirectly "touch" the customer.
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| decentralized marketing | An organizational arrangement in which management responsibility is assigned by brand or geographical region.
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| fee | A fixed payment based on a standardized hourly charge.
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| freelancer | An independent creative person who is self-employed and takes on assignments from an agency or a marketer on a project-by-project basis.
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| full-service agency | An agency that provides all or most of the services needed in its area of MC specialization.
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| in-house ad agency | A department within a company that is responsible for producing some or all of that company's marketing communications.
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| marketing services | The department that coordinates the work of internal communication specialists and external communication agencies other than the brand's advertising agency.
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| mass media | Broad-based communication systems that reach a large and diverse audience.
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| media buying | The execution of a media plan.
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| media buying services | Agencies that specialize in buying time and space.
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| media planning | Determining the most cost-effective mix of media for achieving a set of media objectives.
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| place-based media | Public venues where brand messages can be displayed.
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| producer | A person who oversees the logistics and costs of producing radio and TV commercials.
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| product placement | (1) Visibly featuring branded products or brand names in a movie or television program. (2) Paid verbal or visual brand exposure in entertainment programming.
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| retainer | An arrangement in which a client contracts to work with an agency for a year or more and pay that agency a certain amount.
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| strategic business unit (SBU) | A product, brand, or geographical division that operates as an individual business within a company.
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| traffic manager | A person who tracks the progress of MC materials as they are being produced, keeps jobs on deadline, and engages outside special services (such as artist, photographers, and typographers) when needed.
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