Small Business Encyclopedia

Category: Advertising


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

Co-Op Advertising

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

Yellow Pages Advertising

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

Banner Ad

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


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

Direct Response TV Advertising

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

Magazine Advertising

Print ads that run in local or national magazines

Television Advertising

Ten- to 60-second commercials on network TV stations

Radio Advertising

Commercials of various lengths that run on radio stations

Newspaper Advertising

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

Online Advertising

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

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.

Word-of-Mouth Advertising

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

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