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Umbrella Pricing
a pricing situation common in oligopolistic market situations where the larger firms, by keeping prices high, create room for smaller companies to operate profitably below them

Unaided recall
A research method in which a respondent is given no assistance in answering questions regarding a specific advertisement.

Unaided Recall Test
a means of evaluating the effectiveness of a company's recent advertising; without help from the researcher, selected respondents from the target market are asked to bring to mind advertisements they have seen or heard recently

Unbundling
Eliminating one or more of the elements of a firm's product offering; for example, a firm selling computers might discontinue its offer of free training with each computer sold, deciding instead to charge separately for it.

Unbundling
eliminating one or more of the elements of a firm's product offering; for example, a firm selling computers might discontinue its offer of free training with each computer sold, deciding instead to charge separately for it

Unfair advertising
Advertising that is likely to harm the consumer. The FTC has the power to regulate unfair advertising that falls within a very specific legal definition.

Uniform Delivered Price
a pricing method, sometimes referred to as "postage stamp" pricing, in which all customers pay the same freight costs regardless of their distance from the dispatch point; also called Single-Zone Pricing

Unique selling proposition
The unique product benefit that the competition can not claim.

Unit of Analysis
The specification of what is to be counted in content
analysis methodology; consist of symbols/words, time/space measures, characters, themes, and items; may be manifest (observable) or latent (attitudinal).

Unit Pricing
An aspect of labelling in which, either by law or under voluntary industry codes, marketers are required to mark the price per unit of standard measure on certain product items as well as the price of the item so that shoppers in retail stores can compare packs of varying weight and volume.

Univariate Analysis
The examination of only one variable at a time.

Universal Product Code
the American system of computer-assisted product identification; the equivalent system in Australia is the Australian Product Number

Universe
The set of all the units from which a sample is drawn; also
called the population.

Unsought Goods
a category of goods and services which the buyer (a) is unaware of, or (b) would prefer not to think about buying; commonly quoted examples include cemetery plots, encyclopedias and life insurance

Up-front buys
The purchasing of both broadcast and print early in the buying season.

Upside Elasticity
a term used in reference to the sensitivity of consumers to an increase in the price of a particular product; upside elasticity means that there will be a significant drop in consumer demand as prices increase

Upside Inelasticity
a term used in reference to the sensitivity of consumers to an increase in the price of a particular product; upside inelasticity means that there will be no significant change in demand as prices increase

Utility
The value a consumer receives from a product's design.