| A | B |
|---|
| promotional advertising | advertising that is designed to increase sales |
| institutional advertising | attempts to create a favorable impression & goodwill for a business or organization |
| media | the agencies, means, or instruments used to convey advertising messages to the public |
| print media | written advertising---newspapers, magazines, direct mail, signs & billboards |
| broadcast media | 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 |
| specialty media | relatively inexpensive, useful items with an advertiser's name printed on them |
| cost per thousand | the media cost for exposing 1,000 readers to an ad |
| network radio advertising | is a broadcast from a studio to all affiliated radio stations in the country |
| national spot radio advertising | used by national firms to advertise to a local station-by-station basis |
| local radio advertising | done by a local business for its target audience |
| cooperative advertising | a cost-sharing arrangement whereby both a supplier & a local advertiser pay for advertising |
| advertising media categories | print, broadcast, specialty |
| direct mail advertising | sent by businesses directly to prospective customers |
| three factors affecting newspaper rates | location, color, & frequency |
| open rate | basic charge |
| contract rate | provides a discount based on volume |
| Cost of ad x 1,000 | formula for figuring cost per thousand (CPM) circulation rate |
| advertising | any paid form of non-personal promotion |
| two forms of broacast advertising | radio & television |
| six types of print media | newspaper, magazine, direct mail, outdoor, directory & transit advertising |
| location, color, & frequency | 3 factors that affect newspaper rates |
| time of day | determines TV & radio rates for ads |
| product, lifestyles, media available | 3 factors that affect the selection of promotional media |
| 4 general categories of advertising media | print, broadcast, online, specialty |
| 6 types of print media | newspaper, magazine, direct mail, directory, outdoor, & transit ads |
| advantages of newspaper advertising | large readership, reader involvement, lower costs, 24-48 hr. lead time |
| disadvantages of newspaper advertising | wasted circulation, short life of ads, poorer quality |
| why is outdoor ads losing its popularity? | mars scenic views & causes traffic safety concerns |
| objective & task method | most effective way to create a promotional budget |
