| A | B |
|---|
| broadcast media | Radio and television |
| cost per thousand | media cost of exposing 1000 readers to an advertisement |
| direct mail | sent to a target customer |
| highly visible | outdoor |
| relatively inexpensive | directory advertising |
| institutional | create goodwill |
| promotional | increase sales |
| Advertising | Uses a set format that is defined in terms of time or space. |
| Media | The means, agencies, or instruments used to convey message. |
| Print | media in the written form |
| Internet | media in the digital form |
| Specialty | inexpensive items that emboss companies name, brand or product. |
| Media planning | Process of selecting the appropriate advertising media and choosing the right time & space to achieve marketing objective |
| Run-of-paper rate | newspaper chooses where ad is run |
| Bleed | ads printed to edge of page leaving no white border |
| Commission | percentage paid to advertising agency who placed the ad |
| Media measurement | identifying the frequency, audience and impression an ad reaches with a chosen for of media. |
