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12 terms

Marketing Essentials--Chapter 19

STUDY
PLAY
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