| A | B |
|---|
| promotional advertising | Advertising designed to increase sales. |
| institutional advertising | Advertising designed to create a favorable image for a company and foster goodwill in the marketplace. |
| Mass advertising | enables companies to reach large numbers of people with their messages |
| Media | the agencies, means, or instruments used to convey messages to the public |
| print media | Advertising in newspapers, magazines, direct mail, signs, and billboards |
| transit advertising | Advertisement seen on public transportation |
| Television Advertising | Advertising nationally on network or local television |
| Radio Advertising | targeting their audiences by selecting the station on which to broadcast their ads. |
| broadcast media | Radio and television |
| Internet advertising | The form of advertising that uses either e-mail or the World Wide Web |
| podcast | Any brief digital broadcast that includes audio, images, and video delivered separately or in combination |
| blog | Personal Web site where an individual shares thoughts, pictures, and comments with visitors |
| specialty media | Relatively inexpensive useful items featuring an advertiser’s name or logo |
| advertising agency | An independent business that specializes in developing ad campaigns and crafting the ads for clients. |
| headline | The phrase or sentence in an advertisement that captures the readers’ attention, generates interest, and entices them to read the rest of the ad. |
| copy | The selling message of a written advertisement |
| illustration | The photograph, drawing, or other graphic element that is used in an advertisement. |
| clip art | Inexpensive or free images, stock drawings, and photographs. |
| signature | The name of the advertiser or logotype that is the distinctive identification symbol for a business |
| slogan | A catchy phrase or words that identify a product or company |
| advertising proof | A presentation of an ad that shows exactly how it will appear in print. |
| audience | The number of homes or people exposed to an ad. |
| frequency | The number of times an audience sees or hears an advertisement. |
| impression | A single exposure to an advertising message. |
| cost per thousand (CPM) | The media-measurement cost of exposing 1,000 readers or viewers to an advertising impression. |
