| A | B |
|---|
| signature | distinctive identification symbol or logo for a business |
| copy | the selling message |
| slogan | a catch phrase or small group of words |
| illustration | the photograph or drawing used in teh print ad |
| headline | the words that get the readers' attention |
| promotional mix | the combination of different types of promotion |
| institutional promotion | create a favorable image for a business |
| product promotion | the combination of different types of promotion |
| advertising | paif form of nonpersonal presentation and promotional of ideas |
| publicity | specialkind of public relation that involves placing positive information about a business |
| promotional advertising | advertising that is designed to increase sales |
| direct-mail advertising | newsletters, catalogs, coupons and price lists |
| speciality media | items with an advertiser's name printed on them |
| print media | newspapers, magazines, direct-mail, and billboards |
| institutional advertising | creates a favorable impression and goodwill for a business |
