Advertising
A form of communication that attempts to persuade potential customers to purchase, or to consume more of, a particular brand of product or service.
API
Stands for Application Programming Interface. It is a set of data structure or classes and libraries that is used to support applications.
Attitude Study
A survey of opinions regarding a brand, used as a benchmark before and after making changes to it.
Audience
The group to which a service, product or message is aimed; called also the target audience.
Awareness
Percentage of a population (or a target market) who are aware of the existence of a given brand or company. There are two kinds of awareness: the first is "spontaneous", which gauges the percentage of people who spontaneously mention a particular brand when asked to name brands in a certain category; the second is "prompted", which evaluates the percentage of people who recognize a brand from a particular category when shown a list.
Awareness Study
A survey that examines an audience's familiarity with a brand; it may be divided into "prompted" and "spontaneous" awareness.