| A | B |
|---|
| Advertising | Advertising,Television, radio, magazines newspapers, stores, and billboards |
| Promotional advertising | Goal is to increase sales |
| Institutional advertising | Tries 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 |
| Print media | Includes advertising in newspapers and transit advertising |
| Print media | One of the oldest and most effective types of advertising |
| Transit advertising | Includes printed posters inside trains and ads on public benches and trash cans |
| Broadcast media | Includes radio and television |
| Online advertising | Is a form of advertising that uses either e-mail or the World Wide Web |
| Specialty media | Sometimes called giveaways are relatively inexpensive items featuring an advertiser’s name or logo |
| Media planning | The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective |
| For print media measurement | Surveys and circulation estimation are used |
| Television audience measurement | Is based on meter data |
| Online audiences | Are measured through surveys and software tracking systems |
| Audience | The number of homes or people exposed to an ad |
| Frequency | The number of times an audience sees or hears an advertisement |
| Cost per thousand | Is the media cost of exposing 1,000 readers to an advertising impression |
| Percentage of sales | The budget is decided based on a percentage of past or anticipated sales |
| All you can afford | First pays all expenses and then applies the remainder of funds available to promotional activities |
| Following the competition | An advertiser matches its competitor’s promotional expenditures or prepares a budget based on the competitor’s market share |
