How do the proposed criteria relate to traditional notions of short-term and long-term marketing elasticity? Short-term marketing-sales elasticity is a combination of the marketing responsiveness, the potential and the sales conversion of each metric. Our decomposition allows managers to assess whether e.g. low short-term elasticity is due to low marketing responsiveness versus low inherent potential versus low sales conversion of a metric. Stickiness corresponds to the carry-over of marketing effects, so adding this to the other criteria constitutes long-term marketing elasticity. As a special case, permanent marketing-sales effects (Dekimpe and Hanssens 1999) arise when a marketing action succeeds in increasing a sales-converting metric that has a stickiness of 1. Finally, our decomposition across metrics allows managers to assess whether a given marketing-sales elasticity is driven by the mindset route through awareness, consideration or liking.