Open Panel List

Distribution strategy that attempts to have products made available to a very select or exclusive group of outlets either because these are high-end products targeted to a relatively small number of customers or because the marketer limits supply to their own outlets.

Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by how many people actually responded (e.g., purchase activity, phone inquiries, website traffic, etc.) within a specified time after the promotion was delivered.

Represents a branding decision in which a design element, such as a symbol, logo, character or sound, is used to provide visual or auditory recognition for a product.

A component of the internal influences on consumer buying behavior that represents the position a person feels they hold or others feel they should hold within a particular group environment.

The outermost container that is seen and touched by the final customer and includes: first-level package, second-level package and package inserts.

Retail format represented by a small, individually or family owned and operated outlet that generally services a local community often with a high level of service but relatively small product selection.

A concept in consumer buying behavior which relates to how much effort a consumer is willing to exert in making a buying decision.

Those who have purchased or otherwise used an organization's goods or services, typically within a designated period of time.

Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by how many times an advertisement is experienced (e.g., seen, heard).

Represents a branding decision in which an individual product is named or a name is applied to a group or family of products.

Internet technology that allows a company to send information quickly and to a large number (i.e., subscribers) with little manual effort compared to traditional methods.

An approach to data collection where original data is collected for the marketers own needs or for the needs of a specific client.

A component of the internal influences on consumer buying behavior that represents the strength of a persons desire to achieve a certain outcome.

A customer contact point consisting of standalone, interactive computers offering customers the ability to handle their own service options including gaining product information, making purchases, and reviewing customer account details.

Method of data collection that falls within the category of Causal Research in which one variable, called the independent variable, is manipulated to see how it may affect another variable, called the dependent variable.

Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by the percentage of an audience who experience the advertisement (e.g., seen, heard) are actually within the marketer's target market.