Advertising Principles - Evidence-based principles

Dictionary of terms used in Advertising Principles

There are 61 entries in this glossary.
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Term Definition
Advertising elasticity

The relationship between percentage changes in advertising and unit sales. Thus, an elasticity of 0.1 means that if the expenditure on advertising for a brand increases (decreases) by 10 percent, unit sales would increase (decrease) by 1 percent.

Alignable choice

A set of products in which the differences are based on a single dimension, such as the size of a container of milk. I sometimes refer to these as easy choices.


The tendency of people to focus on a value, such as a suggested retail price of a product, when making a decision.

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