as young people who have attitudes and behaviors that are “in
between” the ages of 8–12 years or 9–14 years.  Unmeasured Media
The difference between a company’s reported or estimated
advertising costs and its measured media spending. Unmeasured
media spending includes activities such as sales promotions,
coupons, direct mail, catalogs, and special events, and it is
not systematically tracked.   Refers to the extent to which an
instrument directly and accurately measures what it is intended
to measure.   Anything that is not constant but that can and
does change in different circumstances.  Viral Marketing  A
strategy used to build brand awareness and promote purchases by
encouraging people to pass a marketing message to a target
audience, often through electronic or digital platforms.
Customers act as agents to promote and endorse a company’s
products, and incentives are often provided to customers to
distribute the promotional messages and offers.  Virtual
Advertisements  Digital advertisements that are in