Dictionary of Marketing Terms: producer
producer
- executive responsible for the creation, development, and supervision of a radio or television program, play, or motion picture. The producer usually works with the director, who is the artistic overseer of the production, to execute the direction of the show. Some examples of the producer's responsibilities may include securing money for a production, hiring personnel, and making purchasing decisions.
- individual working on the staff of an agency or advertiser, or on a free-lance basis, who is in charge of the complete production of commercials. After a storyboard is approved, a producer will begin duties that usually include preparing cost estimates, contacting vendors and evaluating bids, arranging for equipment and cast, conducting the recording session, scheduling screenings, and handling billings. In addition, the producer will be involved in editing, shooting, and acting as the sole communicator with the director, on behalf of the agency and the client.
- manufacturer or creator of goods that are produced for consumers or for a specific target market. For example, a producer of widgets will assume full responsibility for producing or manufacturing the product but may or may not become involved in the product's marketing and sales.
