Advertising or marketing clutter: refers to the large volume of advertising messages that the average consumer is exposed to on a daily basis
Guerrilla Marketing: unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.
Media Vehicle: Specific print or electronic medium employed in an advertising campaign.
Brand Equity: refers to the marketing effects and outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name.