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purchase intentions
the likelihood that a consumer will buy a particular product resulting from the interaction of his or her need for it, attitude towards it and perceptions of it and of the company which produces it ...
A consumer's attitude toward a product refers to his or her beliefs about, feeling toward, and purchase intentions for the product. Beliefs can be both positive (e.g., for McDonald's food: tastes good, is convenient) and negative (is high in fat).
A tracking study measures the affect that an ad or ad campaign has on brand and/or company awareness, top-of-mind and aided recall, interest, attitude and purchase intentions.
Contributed by: MarcommWise Staff ...
communication objectives - Goals that an organization seeks to achieve through its promotional program in terms of communication effects such as creating awareness, knowledge, images, attitudes, preferences, or purchase intentions.
 See also: Sales, Company, Study, Knowledge, Market
  
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