| A | B |
|---|
| advertising | paid form of communication delivered by a product maker or seller to consumers. |
| product placement | a product is integrated into the plot of a movie or television show. |
| publicity | any unpaid media attention, both negative and positive, about a business and its products, services, or events. |
| sales promotion | additional incentives offered for alimited time to encourage consumers to buy a product. |
| personal selling | an in-person, face-to-face communication between a seller and a customer. |
| tagline | the theme of an ad |
| media strategy | choosing the media that will bring the most effective advertising message to the targeted consumer. |
| reach | the number of people in the target market expected to receive the message through the chosen medium. |
| wear out | occurs when advertising loses its effectiveness due to overexposure or poor message quality. |
| frequency | number of times the targeted customer is exposed to the media. |
| goodwill | customers' positive feelings about the business. |
| publicist | responsible for maintaining relations with the public and news media. |
| grass-roots effort | when an unknown person or event is propelled into the spotlight by the fans. |
| viral campaign | a promotion where a few online mentions turn into a real buzz about a movie and propel it into a mega hit. |
| public relations (PR) | the arm of promotion that tires to creat a favoarable public opinion for an individual or organization. |
| trade allowances | offers short -term discounts to distributors and retailers for selling or participating in the promotion of a product. |
| media | the channels of communication used to send a message to the target market. |
| copy | words to be spoken or printed in an ad, to convey their message. |
| visual merchandising | the process of creating three-dimensional displays to promote products. |
| native advertising | online content created by a company that has the appearance of non-ad content, such as an editorial. |
| consumer sales promotion | when a sales pomotion is directed at the final consumer. |
| trade sales promotion | when a sales promotion is directed at members of the distribution channel. |
| body language | non-spoken signals. |
