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Marketing Metrics by David J. Reibstein, Phillip E. Pfeifer, Neil T. Bendle, Paul W. Farris

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Index

Symbols

# (count), 7

$ (Dollar Terms), 6

% (percentage), 6

A

A.C. Nielsen, 207

Aaker, David, 137

AAU (Awareness, Attitudes, and Usage), 51

attitude, 53

awareness and knowledge, 52

calculating, 52

cautions, 54–55

data sources, 54

purpose, 51

usage, 54

abandoned purchases, 331

abandonment, 328

abandonment rate, 331

accepters, 45

accountability, 2

acquisition versus retention, 176–178

ACV (all commodity volume), 184, 202–205

ad awareness, 53

adjusting for periodic changes, 54

advertising. See also impressions

as percentage of sales, 101

price versus cost, 314

advertising effectiveness, 307, 309

advertising exposure, 307

Ailawadi, Kusum, 137

all commodity volume (ACV), 184, 202–205

allowances, slotting, 101

apparel retailers, customers,

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