AAU (awareness, attitudes, and usage), 43-47
limitations of, 47
purpose of, 43
abandoning customers, 170
A/B testing, 396
accepters, 35
A.C. Nielsen, 212
active users, 357
ACV (all commodity volume), 208-214
ad awareness, 45
ad rank, 343
advertising metrics, 295
CPP (cost per point), 306
Dorfman-Steiner Theorem, 322
frequency response functions, 311-314
share of voice, 318
AED (advertising elasticity of demand), 319-323
calculating, 320
Dorfman-Steiner Theorem, 322
AMA (American Marketing Association), 5
ANA (Association of National Advertisers), ...
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