7      A      B      C      D      E      F      G      H      I      K      L      M      O      P      R      S      T      U      V      W      

ABC (activity based costing)

Assignment of costs to a particular (sales promotional) activity

Above the line

Traditional marketing activities such as TV and print advertising, radio, cinema and billboard advertising

Adapter board

Joining element between the display and the Chep pallet.

Added value

Additional value brought about, for instance, by a product's packaging

Advertising/Ad

AIDA formula

A – attention
I – interest
D – desire
A – action