| A | B |
|---|
| product advertising | relays the benefits of a specific product or service and uses rational arguments to explain why a customer should buy it. |
| brand advertising | advertising that aims to build an image |
| selling | direct, personal communication with prospective customers in order to assess needs and satisfy those needs with appropriate products and services |
| corporate advertising | brand advertising for a company |
| advertising agency | a company that specializes in creating advertising |
| advertising plan | a document that outlines the activities to be completed and resources needed to create advertising |
| advertising campaign | a series of related advertisements with a similar look, feel, and theme that centers on a specific product, service, or brand |
| cold calling | a salesperson contacts a large number of people who are conveniently located without knowing a great deal about each one |
| media plan | a detailed listing of where and when ads will run |
| media planner | the person who develops the media plan |
