| A | B |
|---|
| Banner Ad | A wide, shallow rectangle seen at the top or bottom of Web pages that will take the user to the advertiser's Web site if clicked with a mouse |
| Bill enclosure | Manufacturere or retailer produced statement enclosures that offer retailers low cost selling opportunities |
| Cooperative advertising | The sharing of advertising and its costs by two or more organizations |
| Direct mail | Any printed advertising distributed directly to potential customers by mail |
| Institutional advertising (image or corporate advertising) | Promotion designed to sell teh reputation of an organization rather than a specific product |
| Local advertising | Advertising sponsored by local businesses |
| Media | The agencies or instruments used to convey messages |
| Media mix | The blend of media to communicate a message to a target audience |
| National advertising | Advertising sponsored by companies that sell products on a nationwide basis |
| Online advertising | advertising messages placed on the internet |
| Product advertising | Promotion designed to sell specific merchandise items, lines, or certain services |
| Regional advertising | Advertising by retailers that have many stores adjoining states or a confined section of the country |
| Supplements | Preprinted advertisements, usually in magazine format, that are inserted into newspapers |
