Small Business Encyclopedia

Category: Advertising

Advertising

Definition: To call the public's attention to your business, usually for the purpose of selling products or services, through the use of various forms of media, such as print or broadcast notices

Banner Ad

Definition: A rectangular-shaped ad that typically appears at the top of website pages

Co-Op Advertising

Definition: Advertisements by retailers that include the specific mention of manufacturers, who---in turn---repay the retailers for all or part of the cost of the advertisement

Direct Response TV Advertising

Definition: A marketing effort that encourages the target audience to respond directly to the advertiser: through the telephone, a business reply card, a coupon and so on

Infomercial

Definition: A program-length TV commercial (also done sometimes on radio) that's very similar in appearance to a news program, talk show or other non-advertising format that provides consumers with in-depth information on a product or service

Magazine Advertising

Definition: Print ads that run in local or national magazines

Newspaper Advertising

Definition: Print ads that run in local or national, daily or weekly news publications

Online Advertising

Definition: Internet advertising whose goal it is to drive customers to your website or location(s), or to make a call regarding your products or services

Outdoor Advertising

Definition: Any advertising done outdoors that publicizes your business's products and services. Types of outdoor advertising include billboards, bus benches, interiors and exteriors of buses, taxis and business vehicles, and signage posted on the exterior of your own brick-and-mortar location.

Radio Advertising

Definition: Commercials of various lengths that run on radio stations

Television Advertising

Definition: Ten- to 60-second commercials on network TV stations

Word-of-Mouth Advertising

Definition: An unpaid form of promotion in which satisfied customers tell other people how much they like a business, product or service

Yellow Pages Advertising

Definition: line or display ads in the Yellow Pages section of your local phone book(s)

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