Marketing Essentials--Chapter 19
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Created by:
METhompson on December 21, 2009
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12 terms
Terms | Definitions |
|---|---|
 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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