Benchmark measures

Used in the context of advertising, it refers to measures of a target audience’s status concerning response hierarchy variables such as awareness, knowledge, image, attitude, preferences, intentions or behaviour. These measures are taken at the beginning of an advertising or promotional campaign to determine the degree to which a target audience must be changed or moved by a specific promotional campaign. Establishing benchmark measures gives the promotional planner a basis for determining what communication tasks need to be accomplished and for specifying particular objectives.