Marketing Essentials Chapter 19 Vocab

advertising
a form of non-personal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets
promotional advertising
advertising designed to increase sales
institutional advertising
advertising designed to create a favorable image for a company and foster goodwill in the marketplace
media
the agencies, means, or instruments, used to convey messages to the public
print media
advertising in newspapers, magazines, direct mail, signs, and billboards
transit advertising
advertisements seen on public transportation
broadcast media
radio and television
internet advertising
the form of advertising that uses either e-mail or the internet
podcast
any brief digital broadcast that includes audio, images, and video delivered separately or in combination
blog
personal web site where an individual shares thoughts, pictures, and comments with visitors
specialty media
relatively inexpensive, useful items featuring an advertiser’s name or logo; also called giveaways or advertising specialties
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
region
an area, place, or space
network
a communication system consisting of a group of broadcasting stations that all transmit the same program
audience
the number of homes or people exposed to an ad
frequency
the number of times and audience sees or hears and advertisement
impression
a single exposure to an advertising message
cost per thousand (CPM)
the media-measurement cost of exposing 1,000 readers/viewers to an advertising impression
crucial
of the greatest importance
objective
the goal intended to be attained