Advertisement strategies consist of various campaigns designed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well.

There are two primary criteria which determine the effectiveness of any given campaign:

1. The proportion of intended prospective consumer who were exposed to the ad
2. The proportion of prospects who took the action intended by the campaign

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