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Chapter 21

Marketing

TermDefinition
Advertising Agenices Companies that exist solely to help clients sell their products
Cooperative Advertising An arrangement where advertising is paid for by both a manufacturer and a local advertiser
Headline The lettering, slogan, or saying that gets the readers attention, arouses their interest and leads them to the rest of the ad.
Copy The selling message in a written advertisement that directly expands on the info in the headline or the product shown.
Illustration The photograph or drawing used in a print advertisement used to attract attention, arouse a desire to buy, and encourage a purchase decision.
Clip Art Clip art consists of stock drawings, photographs, and headlines clipped from a printed sheet and pasted into an advertisement.
Signature The distinctive identification symbol for a business
Slogan Often used with the signature to create a distinct image for the company, its products, or its corporate mission.
Ad Layout A rough draft that shows the general arrangement and appearance of a finished ad.
Advertising Proof The final look of how the finished version of the ad will look when printed.
Created by: mshuart26
 

 



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