Index
SYMBOLS
# (Count), 7
$ (Dollar Terms), 6
% (Percentage), 6
A
A.C.Nielsen, 183
Aaker, David, 116
brand equity ten, 117
AAU (Awareness, Attitudes, and Usage), 34
attitude, 36–37
awareness and knowledge, 35
calculating, 35
cautions, 38
data sources, 37
purpose, 34–35
usage, 37
abandoned purchases, 302
abandonment, 299
abandonment rate, 302
acceptors, 28
accountability, 2
acquisition versus retention, 152–154
ACV (all commodity volume), 160, 178
calculating, 180–181
ad awareness, 36
adjusting for periodic changes, 38
advertising. See also impressions
as a percentage of sales, 81
price versus cost, 289
advertising effectiveness, 282, 284
advertising exposures, 282
all commodity volume. See ACV
allowances, slotting, 81
apparel retailers, customers, ...
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