It's also an accounting term. In this case, he' referring to an increase in COGS due to the marketing spend. It is differentiated from an operating expense as it is discretionary in nature.
AN1 CuFe sells its Crossroads gold royalty to Northern Star for $4M cash; says better than waiting for mine launch
Week 46 Wrap: Copper hits 2mth low as Trump threatens net zero pace; US rally fades; HotCopper’s picks