Memorable items refer to the key information or messages that consumers retain after being exposed to an advertising campaign or marketing content. These can include

Emotions, those intense and often uncontrollable feelings, play a crucial role in marketing by influencing consumer behavior. They represent a complex aspect studied by marketing

Advertising equivalent is a metric that quantifies the visibility achieved through a marketing action, campaign, or press mention in monetary terms. It calculates the cost

Before deploying a marketing strategy, it is essential to conduct a thorough analysis to assess the likely impact. This preliminary study aims to anticipate the

An ex-ante study is an analysis conducted before the implementation of a project, policy, or marketing initiative. It aims to assess the potential impacts, risks,

Post-marketing action analysis aims to evaluate the impact of a marketing initiative once it has been completed.

An ex-post study is an analysis conducted after the implementation of a project, policy, or marketing campaign. Its aim is to evaluate the concrete results,

A response element refers to either the factors that influence how an individual or group responds to a marketing stimulus, such as emotions, attitudes, expectations,

UTM (Urchin Tracking Module) is a URL tagging system used in digital marketing to track and analyze the origin of web traffic. It involves adding

Online marketing, also called digital marketing, encompasses all marketing strategies and actions implemented on the Internet, whether to promote products or services, or to interact