| A | B |
|---|
| Promotional Advertising | Advertising designed to create sales |
| Institutional Advertising | Attempts to create a favorable impression and goodwill for a business or an organization |
| Media | The agencies, means, or instruments used to convey advertising messages to the public |
| Print Media | Written advertising that may be included in everything from newspapers and magazines to direct mail, signs, and billboards |
| Broadcast Media | Includes radio and television |
| Online Advertising | Involves placing advertising messages on the Internet |
| Banner Ad | Usually a wide shallow rectangle seen at the top or bottom of Web pages, which takes the user to the advertiser's Web page if clicked with a mouse |
| Specialty Media | Relatively inexpensive, useful items with an advertiser's name printed on them |
| Cost Per Thousand (CPM) | The media cost of exposing 1,000 readers to an ad |
| Network Radio Advertising | Broadcastfrom a studio to all affiliated radio stations throughout the country |
| National Spot Radio Advertising | Used by national firms to advertise on a local station-by-station basis |
| Local Radio Advertising | Done by a local business for its target market |
| Cooperative Advertising | Cost-sharing arrangement whereby both a supplier and a local advertiser pay for advertising |
