| product advertising (p. 470) | cost per thousand (p. 478) |
| institutional advertising (p.
470) | gross rating points (p.478) |
| pioneering advertising (p.
470) | pretest (p. 482) |
| competitive advertising (p.
471) | infomercial (p. 478) |
| comparative advertising
(p. 471) | advocacy advertising (p. 472) |
| advertising agency (p. 472) | posttest (p. 483) |
| target audience (p. 475) | corrective advertising (p. 485) |
| reach (p. 478) | consumer promotions (p. 487) |
| rating (p. 478) | trade promotions (p. 491) |
| frequency (p 478). | cooperative advertising payment (p. 491) |
