An added section of information in a letter or report.


A thing which is added or attached as a supplementary, rather than an essential part of something larger or more important.

Adoption Curve

A graph showing the rate at which a new piece of technology is bought by people for the first time. It is based on the idea that certain people are more open for adaptation than others.

Adverse Event

Term used when a volunteer in a clinical trial has a negative or unfavourable reaction to a drug, etc.


The promotion and selling of a product or service to potential customers. To announce publicly or draw attention to an event, etc.

Advertising Standards Authority (ASA)

The UK self-regulatory body funded by the advertising industry for ensuring that all advertising adheres to ASA standards, notably not to offend or mislead people. Equivalents named the same exist in other countries.


An advert in a magazine or newspaper that is written like an article giving facts rather than appearing as an advertisement for a product.


A sworn signed statement of fact used as evidence in court whose signature has been witnessed by a commissioner of oaths or other authorised officer, for example a notary. Medieval Latin for ‘he has stated on oath’, from affidare, meaning to trust.


A company or person controlled by or connected to a larger organisation. In web marketing an affiliate normally receives a commission for promoting another company’s products or services.


Unfair prejudice or discrimination on the grounds of a person’s age.