Full-Service Advertising Agencies in New York Key Terms

Learn these key terms and sound like a New York advertising professional

New York is the media capital of the world, and in some eyes, it's also the advertising capital of the world. It is the headquarters city for most major full-service ad agencies. To work effectively with advertising professionals in New York, you will need to learn and understand terms like account executive, creative director, rate card, tag line, zine and advertorial. Once you understand full-service advertising agencies in New York key terms, you'll feel more at home negotiating contracts for their services.

 

Account executive

The account executive is the primary point of contact between a full-service New York advertising agency and its clients. Account executives are responsible for making sure the agency is delivering on the clients' needs and that the clients are happy with the agency's approach. On occasion, account executives provide suggestions for ad campaigns, but they are not primarily responsible for the development of the campaign.
Try: At Connexions-Direct there is a thorough description of the account executive's role, with examples.

Creative director

The creative director runs a team of "creatives." At full-service New York advertising agencies, creative directors are responsible for the approach and content of a campaign, including the types of media in which to buy time or space.
Try: Sessions Online School of Design offers a description of the creative director position. 

Rate card

If you really want to impress your contact at the full-service New York ad agency, you will use this term. A rate card is the published rates and ad space availability for a particular media such as a newspaper, magazine, radio station or Web site. These published rates are usually subject to change and often negotiable.
Try: Crucial Marketing gives a definition of rate cards. 

Tag line

The tag line is the spiffy little phrase that often follows the brand name. It is usually a description of the brand's goals and is aimed at appealing to consumers. A tag line will be part of most ad campaigns developed by full-service New York advertising agencies.
Try: Tag Line Guru offers a list of companies and their tag lines. Visit its homepage for more information on what a tag line is.

Zine

Zines are magazines published online instead of on paper, and you can only find them on the Internet. They usually appeal to a targeted market and are a nice value play for clients of full-service advertising agencies in New York because they have smaller audiences, but the audiences are usually very predictable in terms of interests and scope.
Try: At Ink Pot you can review different zines from several categories and find an explanation of how zines work.

Advertorial

Advertorials are ads dressed to look like editorial content. Full-service New York advertising agencies use advertorials to help their clients communicate with their stakeholders.
Try: Visit Advertorial for a full definition of the term.

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