Marketing Glossary

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Adaptive Selling
A marketing technique that utilizes a sales message and approach that are adapted for each prospect in response to a specific sales situation. Electronic commerce is an ideal vehicle for this technique because of its ability to gather input from customers through effective interfaces.

Advertising
Any form of paid communication designed to bring attention to and engender positive perceptions about an organization, good, service or idea by an identified sponsor. Advertising is generally focused on motivating target markets to make a purchase or take another specified action.

Advertising Effectiveness
Degree to which an advertisement or advertising campaign achieves its stated objectives. Advertising effectiveness is typically gauged by measuring a campaign’s impact on sales, brand awareness and/or market share.