Earned Rate
A discounted media rate, based on volume or frequency of media placement.
Eighty-Twenty Rule
A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers.
End-User
The person who actually uses a product, whether or not they are the one who purchased the product.
Equal Time
A Federal Communications Commission requirement that when a broadcaster allows a political candidate broadcast a message, opposing candidates must be offered equal broadcast time.