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Marketing Chapter 19

Glencoe Marketing Essentials 2012 Vocabulary

TermDefinition
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)
Created by: tiffanie1719
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