Marketing Essentials

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Terms in Marketing Essentials

A-B Split

The A-B split is a method of testing the effectiveness of marketing methods or media.  read more

Activities, Interests, and Opinions (AIO)

Activities, Interests, and Opinions (AIO) are a person's characteristics used by market researchers to create the individual's psychographic profile. read more

Advertising Allowance

An advertising allowance is money that a product manufacturer or service provider pays to a retailer to get the word out about their product. read more

Advertising Appropriation

The advertising appropriation or advertising budget is the portion of the total marketing budget a company spends on advertising over a specific time. read more

Advertising Budget

Advertising budget is an estimate of a company's promotional expenditures designed to meet its marketing objectives over a certain period of time. read more

Advertising Checking Bureau (ACB)

The Advertising Checking Bureau (ACB) serves manufacturers and their retailers by providing a channel marketing program. read more

Advertising Elasticity of Demand (AED)

Advertising elasticity of demand (AED) measures a market's sensitivity to increases or decreases in advertising saturation and its effect on sales. read more


An advertorial is magazine, newspaper, or website content that looks and reads like that publication’s content but is actually a paid advertisement.  read more

Advocacy Advertising

Advocacy advertising is used by nonprofit and private groups to shape public opinion on various economic, political, environmental, or social issues. read more


Adware is software that displays advertising on a computer, redirects search results to advertising websites, and collects user data for marketing purposes. read more

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