Marketing Essentials--Chapter 19

Created by METhompson 

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Promotional Advertising

advertising designed to increase sales

Institutional Advertising

attempts to create a favorable impression and goodwill for a business or organazation

Media

agencies, means, or instruments used to convey advertising messages to the public

Broadcast Media

radio and television

Online Advertising

placing advertising messages on the Internet

Banner Ad

usually a wide shallow rectangle seen at the top or bottom of Web pages

Specialty Media

relatively inexpensive, useful items with an advertiser's name printed on them.

Cost Per Thousand (CPM)

rate with is the media cost of exposing 1,000 readers to an ad

Network Radio Advertising

broad-cast from a studio to all affiliated radio stations throughout country

National Spot Radio Advertising

used by national firms to advertise on a local station-by-station basis

Local Radio Advertising

done by a local business for its target market. Limited to a specific geographical area

Cooperative Advertising

cost-sharing arrangement whereby both a supplier and a local advertiser pay for advertising

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