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Marketing Chapter 19
Glencoe Marketing Essentials 2012 Vocabulary
Term | Definition |
---|---|
advertising | A form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets. (p. 441) |
promotional advertising | Advertising designed to increase sales. (p. 441) |
institutional advertising | Advertising designed to create a favorable image for a company and foster goodwill in the marketplace. (p. 441) |
media | The agencies, means, or instruments used to convey messages to the public. (p. 442) |
print media | Advertising in newspapers, magazines, direct mail, signs, and billboards. (p. 442) |
transit advertising | Advertising in newspapers, magazines, direct mail, signs, and billboards. (p. 442) |
broadcast media | Radio and television. (p. 447) |
Internet advertising | The form of advertising that uses either e-mail or the World Wide Web. (p. 448) |
podcast | Any brief digital broadcast that includes audio, images, and video delivered separately or in combination. (p. 449) |
blog | Personal Web site where an individual shares thoughts, pictures, and comments with visitors. (p. 449) |
specialty media | Relatively inexpensive useful items featuring an advertiser’s name or logo; also called giveaways or advertising specialties. (p. 450) |
media planning | The process of selecting the appropriate advertising media and deciding the time or space in which ads should appear to accomplish a marketing objective. (p. 451) |
audience | The number of homes or people exposed to an ad. (p. 453) |
frequency | The number of times an audience sees or hears an advertisement. (p. 453) |
impression | A single exposure to an advertising message. (p. 453) |
cost per thousand (CPM) | The media-measurement cost of exposing 1,000 readers or viewers to an advertising impression. (p. 453) |