Competitive Matching approach 경쟁 대응법 ☆​​​경쟁자의 광고비용에 대응하여 광고예산을 결정하는 것(Pride)

Communication Channel 커뮤니케이션 채널 ☆​​​The medium of transmission that carries a coded message from the source to the receiver or audience

Communication 커뮤니케이션 ☆​​​The process of conveying a message to others. It requires a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Channel of Communication 커뮤니케이션 채널 ☆​​​The means (e.g., a salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process

Audience 청중, 오디언스 ☆​​​Two or more receivers, or individuals that decode a coded message+ Cents-off offer 가격할인구매를 권하기 위해 구매자로 하여금 정가보다 낮은 금액을 지불하게 하는 프로모션(Pride)

Arbitrary Approach 임의방법 ☆​​​특정 기간 동안의 광고 캠페인에 대해 기업의 고위 임원이 임의로 예산을 세우는 것

AIDA Model 아이다모델 ☆​​​A common model of the series of mental stages through which consumers move as a result of communications Awareness leads to Interests, which lead to Desire, which leads to Action

Advertising Appropriation 광고비 ☆​​​The advertising budget for a specific time period 특정 기간 동안의 광고 예산