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A paid-for advertisement which includes editorial content; normally identified in a print magazine with the word "Advertisement" printed as a head across the top of the page to distinguish it from genuine (in theory unbiased) editorial content

The organization that takes care of advertising for clients.

A time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorized together as they are the execution of a central idea

Describing an audience by age, gender, ethnicity, or location – i.e the facts about them

Small, select groups representing a target audience who are paid to answer questions at the behest of a market research organization

The practice of paying for a branded product to be used by a character in a movie – e.g James Bond driving a BMW Z3

Establishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience

Unique Selling Proposition/Point - a highlighted benefit of a product which makes it stand out from all rival brands.

a consumer who shows no loyalty to a particular brand, but changes among competing products

the public's beliefs and perceptions about particular product