Media advertising [expenditure] in distinction from other activities like sales promotion and public relations which are `below the line’. It originated in the nineteenth century on the basis of whether commission to the ad agency was paid by the media or by the client.

An analysable set of customers with common interests. Smaller than a segment, the difference also lies in how the marketer treats the consumer group. If the marketer recognises the special common needs of some customers, e.g. mothers with small children, and makes provision for them, that’s an affinity group. If the subject of a separate marketing program, the term segment is better.

Provided by a manufacturer or retailer to customer some time after completing the sale. Likely to be perceived as a cost by transactional but as an investment by relationship marketers.

The characteristics that are important to consumers. For example, aroma, flavour, caffeine content, and price are the main attributes of instant coffee. Usually limited to measurable physical (functional and economic) factors, i.e. not psychological or emotional. See attitude.

Consciousness either spontaneously or when prompted. An intermediate metric generally linked to a brand or its advertising. Ad awareness does not imply brand awareness nor vice versa. Typical metrics are: aided/prompted - the respondent is given a list of brands to prompt recognition; spontaneous/unaided - the respondent is asked to name one or more brands in a category. Top-of-mind usually means the first of those named. Illogical as it may seem, total awareness is the sum of aided and unaided awareness.