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Terms associated with Chapter 19, Section 19.1

Promotional advertising

Advertising designed to increase sales.

Institutional advertising

The process used to try to create a favorable image for a company and foster goodwill in the marketplace.


The avenues through which messages are delivered; also known as channels

Print media

Newspapers, magazines, direct mail, signs, and billboards used in advertising

Transit advertising

Advertising found on public transportation.

Broadcast media

Radio and television

Online advertising

A form of advertising that uses either e-mail ot the World Wide Web.

Speciality media

Relatively inexpensive, useful items featiring an advertiser's name or logo that are given away; also known as giveaways or advertising specialties.

Media planning

The process of selecting the advertising media and deciding the time or space in which the ad should appear to accomplish a marketing objective.

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