the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience
coupon
a certificate that entitles consumers to an immediate price reduction when the product is purchased
advertising objective
a specific communication task that a campaign should accomplish for a specified target audience during a specified period
trade sales promotion
promotion activities directed to members of the marketing channel, such as wholesalers and retailers
cost per contact (cost per thousand or CPM)
the cost of reaching one member of the target market
media mix
the combination of media to be used for a promotional campaign
media schedule
designation of the media, the specific publications or programs, and the insertion dates of advertising
medium
the channel used to convey a message to a target market
advergaming
placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue
reach
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
