Below are this chapter's featured key terms. The textbook's full glossary is also available for online searching.
 

advertising	Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. (See page(s) See pages 471, 494 in your textbook.)
consumer-oriented sales promotions	Sales tools used to support a company's advertising and personal selling efforts directed to ultimate consumers; examples include coupons, sweepstakes, and samples. (See page(s) See page 509 in your textbook.)
cooperative advertising	Advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. (See page(s) See page 514 in your textbook.)
cost per thousand (CPM)	The cost of reaching 1000 individuals or households with an advertising message in a given medium. (M is the Roman numeral for 1000.) (See page(s) See page 501 in your textbook.)
frequency	The average number of times a person in the target audience is exposed to a message or advertisement. (See page(s) See page 501 in your textbook.)
full-service agency	An advertising agency providing the most complete range of services, including market research, media selection, copy development, artwork, and production. (See page(s) See page 507 in your textbook.)
gross rating points (GRPs)	A reference number for advertisers, created by multiplying reach (expressed as a percentage of the total market) by frequency. (See page(s) See page 501 in your textbook.)
in-house agency	A company's own advertising staff, which may provide full services or a limited range of services. (See page(s) See page 508 in your textbook.)
infomercials	Program-length (30-minute) advertisements that take an educational approach to communication with potential customers. (See page(s) See page 502 in your textbook.)
institutional advertisements	Advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service. (See page(s) See page 495 in your textbook.)
limited-service agency	Specializes in one aspect of the advertising process such as providing creative services to develop the advertising copy or buying previously unpurchased media space. (See page(s) See page 508 in your textbook.)
post-tests	Tests conducted after an advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose. (See page(s) See page 508 in your textbook.)
pretests	Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of an advertisement. (See page(s) See page 507 in your textbook.)
product advertisements	Advertisements that focus on selling a good or service and take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder. (See page(s) See page 494 in your textbook.)
product placement	Using a brand-name product in a movie, television show, video, or a commercial for another product. (See page(s) See page 512 in your textbook.)
rating	The percentage of households in a market that are tuned to a particular TV show or radio station. (See page(s) See page 501 in your textbook.)
reach	The number of different people or households exposed to an advertisement. (See page(s) See page 500 in your textbook.)
trade-oriented sales promotions	Sales tools used to support a company's advertising and personal selling efforts directed to wholesalers, distributors, or retailers. Three common approaches are allowances and discounts, cooperative advertising, and salesforce training. (See page(s) See page 513 in your textbook.)