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.


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