Additional ad impressions which are negotiated in order to make up for the shortfall of ads delivered versus the commitments outlined in the approved insertion order.

Technique of setting the advertising budget by assuming the point at which an additional dollar spent on advertising equals additional profit.

A summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area.

To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users.

The percentage of a product category's sales, in terms of dollars or units, obtained by a brand, line, or company.