impact
Definition:
(1) The lowest level of the HIERARCHY OF EFFECTS and, by extension, a criterion of ADVERTISING EFFECTIVENESS. (2) An impact (or 'impression') is the MEDIA BUYER'S term for a single exposure to an advertisement or commercial. (3) The term is used in a general sense as a universally desirable characteristic of any advertising - unless it happens to have the aim of being subtle.
Cross-References:
[hierarchy-of-effects]
[media buyer]
[advertising effectiveness]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].