| A | B |
|---|
| purpose of advertising | demonstrate features and benefits of products |
| promotional advertising | designed to increase sales of product |
| Institutional advertising | advertising creates favorable impressions for the business |
| Media | agencies means or instruments used to convey advertising |
| print media | written advertising |
| newspaper advertising | main form of print media with largest readership |
| magazine advertising | print media with specific target markets and can be trade or consumer |
| direct-mail | things such as newsletters catalogs coupons etc. |
| directory advertising | phone book ad |
| outdoor advertising | billboards and outdoor signs |
| nonstandardized sign | sign advertising the place of business |
| standardized sign | billboards |
| poster | wall-paper like billboard |
| bulletin | painted billboards |
| spectacular | 3D or moving parts bilboards |
| transit advertising | uses public transportation |
| adult readership of newspaper | 55% |
| broadcast media | radio and tv |
| TV advertising | ultimate media that communicates with all four senses |
| Radio advertising | reaches 96% of all people in a week |
| online advertising | placing ads on the internet |
| banner ad | rectangle shaped ad on web pages |
| button ad | small banner size ad placed in a strategic position on the web |
| interstitial ad | pop up ads online |
| click-throughs | the number times the ad has been visited |
| specialty media | inexpensive useful items with advertiser's name on it |
| Audit Bureau of Circulation | verifies circulation rates |
| classified ad | ads composed mainly of words |
| display ad | headline, copy, illustration, and logos are in these ads |
| column inch | one column wide by one inch deep |
| run-of-paper | newspaper chooses where to run the ad |
| open rate | non-contract, basic rate |
| contract rates | business rates that are discounted from open rates |
| bulk space | guaranteed rate when a number of inches is used in a year |
| bleed | printed to the very edge |
| Full color | 4 color |
| premium position | preferred positions in magazines |
| frequency discounts | discounts offered to advertisers who advertise a lot |
| commission discount | percentage off for ad agency |
| CPM | cost per thousand |
| Online rates | CPM rate of page views |
| network radio | broadcast to all affiliated radio stations |
| national spot radio | used by national firms to advertise on local radio |
| advertising | media in which sponsor is always advertised |
| drive times | to and from work hours |
| cooperative advertising | cost-sharing arrangements between supplier and local advertiser |
| Reach of print media | Newspaper reaches a more specific geographical area than magazines |
| Print Media Return rate | .5 - 10% |
| objective task method | company determines goals and $ to reach |
| following competition | match spending with that of others |
| all you can afford method | uses all available funds |
| percentage of anticipated sales | based on a % of past or future sales |
