| A | B |
|---|
| Advertising | Paid presentation of ideas, goods, or services directed toward a mass audience by an identified sponsor. |
| Campaign | A series of related promotional activities with a similar theme. |
| Consumer Pretests | Procedure in which a panel of consumers evaluates an ad before it runs. |
| Cooperative Advertising | An arrangement whereby the suppliers or manufacturers of goods that a business sells agree to share that business’s advertising costs. |
| Image | Beliefs, ideas, and impressions that people have about a business. |
| Industry Average | The standard used to compare costs. |
| News Release | Brief, newsworthy stories that are sent to the media. |
| Premiums | Something of value that a customer receives in addition to the good or service purchased. Also, a fee required to transfer risk to an insurance company. |
| Preselling | Influencing potential customers to buy before contact is actually made. |
| Promotional Mix | The combination of promotional media used to reach a target market within the promotional budget. |
| Public Relations | Activities designed to create goodwill toward a business. |
| Publicity | The placement of newsworthy items about a company or product in the media. |
| Rebates | Return part of the purchase price as an incentive for customers to purchase a product. |
| Specialty Items | Giveaways such as pens and T-shirts that have a business name or logo. |
| Sweepstakes | Games used by businesses to get customers thinking and talking about what the company has to offer. |
| Advertising Agencies | Companies that can handle all phases of advertising. |
