Chapter 3: Advertising as a Marketing Tool


a sponsored media message intended to persuade you to think, do, or buy something; almost anything you do to persuade people

advertising agency

a company that specializes in selling brands for other companies

B2B (business-to-business) advertising

advertising that occurs as one company tries to reach another company to sell its goods or services (also called trade advertising)

brand advertising

advertising in which a branded product is advertised to consumers, generally in mass media

direct response advertising

advertising in which an ad asks the consumer to buy a product here and now from the manufacturer and not through a store

institutional (or corporate) advertising

advertising in which an institution (e.g., a hospital) or a corporation (e.g., a pharmaceutical company) advertises on behalf of themselves to build public trust

integrated marketing communication (IMC)

a marketing approach in which every piece of communication a brand puts out delivers a single brand image and message to maximize the impact of all the brand's communications working synergistically

media vehicles

anywhere and any way information can be disseminated


brand advocates who have deeply engaged, niche audiences


advertising on behalf of non-profit organizations to raise funds


a catch-all term that includes advertising, public relations, sales promotions, and personal selling

public service advertising

advertising that tries to change unhealthy behavior (e.g.,smoking), promote positive societal causes (e.g., education, reducing child abuse) or inspire societal change (e.g.,LGBTQ acceptance) and runs for free

retail advertising

advertising meant to build foot traffic into a store to impact sales now

target audience

a particular group of people that advertisers try to attract

unique selling proposition (USP)

what distinguishes a brand (and/or its products or services) from its competitors (and/or their products and services)