| A | B |
|---|
| Print media | advertising in newspapers, magazines, direct mail, signs, and billboards |
| Broadcast media | radio and television |
| Specialty media | relatively inexpensive useful items featuring an advertiser's name or logo; also called giveaways or advertising specialties |
| Advertising agencies | 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 |
| Promotion | decisions about advertising, personal selling, sales promotion, and public relations used to attract customers |
| Advertising | a form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets |
| Publicity | bringing news or newsworthy information about an organization to the public's attention |
| Sales Promotion | all marketing activities, other than personal selling, advertising, and public relations, that are directed at business or retail customers to boost growth |
| Sales Incentive | a higher-priced product, award, or gift card that is earned and given away through contests, sweepstakes, special offers, and rebates |
| capital project | construction or purchase of a long-term asset, such as buildings and equipment. |
| centralized organization | organization in which business decisions are made at company headquarters |
| complementary projects | two or more projects that are dependent on one another. |
| cost of capital | the interest rate used to evaluate a capital project. |
| cost of debt | the rate of return required by creditors. |
