Marketing Terms

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Term Definition
Unitary Demand

Refers to market conditions where a certain percentage change (positive or negative) in the price of a product results in an equal and opposite percentage change in demand (i.e., purchases) of the product.

Unsought Products

A category of consumer products in which consumer purchasing is normally unplanned but occurs as a result of marketer’s actions, such as a salesperson’s persuasion or purchase discounts (e.g., coupon), which leads to impulse purchasing.

Upfront Advertising Purchase

The name given to television advertising purchasing, where television networks make certain ad space available many months before a television program will be broadcast.  This differs from scatter advertising purchasing, where ad space is withheld until a time that is closer to when a show will air.