The range of choice the consumer is presented with for a given class of goods.  • Example: For men’s shirts, it is the range of prices, styles, colors, patterns, and materials that is available for customer selection.

It is a method to understand how advertising and selling work. It is assumed that there are a number of stages which the consumer goes through in the influence process. First, Attention is engendered, followed by Interest, then Desire, and finally the Action called for in the message.

This is a model relating to market-share and is predictive of a particular brand’s market share, this being expressed as the given brand’s “attraction” divided by the sum of the “attraction” levels of all brands in the market. 

These are the identifying and differentiating characteristics of products. A product’s attributes usually comprise features, functions, benefits, and uses.

As a totality, the number of persons or households exposed to a specific kind of advertising media.

A product that includes, in addition to its core benefit and its physical being, other benefits such as service, warranty, and image. 

There are several useful price benchmarks with which a manager can compare a brand’s price. These benchmarks are based on the “average price” in the marketplace, for either some or all competitors.  • See Also: Price Premium

AAU metrics are a tracking of trends in customer attitudes and behaviors. These metrics may include data from prior periods, different markets, or competitors about changes in customer awareness, attitudes, and behaviors measured against a clear comparator. Data on attitudes and beliefs provide an in-depth perspective on the question of why specific users do, or do not, favor particular brands.  • See Also: Hierarchy of Effects Model

It is a field of advertising for products, services, resources, materials, and supplies bought and used by businesses. It includes:
• Industrial Advertising: involving goods, services, resources, and supplies which are used in the production of other goods and services
• Trade Advertising: directed toward wholesalers and retailers    
• Professional Advertising: directed at the members of various professions who may use or recommend the advertised product
• Agricultural Advertising: directed at farmers as business customers of different products and services.