Perceived risk
A functional or psychosocial risk a consumer feels he/she is taking when purchasing a product.
Percent-of-sales method
Method of determining the advertising budget based on an analysis of past sales, as well as a forecast for future sales.
Personal selling
Sales made through a medium of face-to-face communication, personal correspondence, or personal telephone conversation, etc.
Personalize
To add a name or other personal information about the recipient on direct mail advertising.
Persons using television (PUT)
A percentage of all persons in a certain viewing area that are viewing television during a specific amount of time.