Marketing Glossary

·        Advertising Elasticity –

The relationship between a change in advertising budget and the resulting change in product sales.

·        Advertising Plan –

An outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.

·        Advertising R esearch –

Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.

·        Advertising Specialty –

A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.