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| Comparing the Result Against Some other known result from a comparable effort. |
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| The comprehensive outline of all activities for a series of related advertisements and other marketing communication efforts. |
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| The goal or task of an individual or business wants to accomplish |
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| The cost of conducting the business should be more than Matched by the revenue produced in return |
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| The percentage of the total market in a product category that buys a particular brand. |
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| Groups of people with a common interest who have a stake in a company and who can impact on it's success. |
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| The means by which an individual or business accomplishes objectives. |
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| The specific technique chosen to reflect the strategy. |
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| The number of copies sold. |
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| The number of times an audience has an opportunity to be exposed to a media vehicle or vehicles in a specific timespan. |
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| The sum of the audiences of all the media vehicles used within a designated time span. |
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| Selecting the best combo of media vehicles non traditional media and marketing communication tools to reach the targeted stakeholder audiences. |
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| A decision process leading to the use of advertising time and space to assist in the achievement of marketing objectives. |
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| Media such as radio and television and interactive media which transmit sounds or images electronically. |
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| The degree to which a particular advertising media delivers audiences within a specific geographical area. |
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| The opportunity for a reader viewer or listener to see or view an advertisement. |
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| A type of public relations advertising that deals with public welfare issues and typically is run free of charge. |
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| percentage of population or households tuned in to a program. |
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