Impact impression is the degree of consumer reaction to: (A) a product (B) a service (C) an advertisement (D) an in-house offer Correct Ans: (C) Explanation: Impact impression refers to the degree of consumer reaction to an advertisement. It measures how strongly an advertisement influences the audience, reflecting their emotional or cognitive response. When an advertisement makes a lasting impression, it significantly affects consumer perceptions and behavior. For instance, if an ad resonates deeply with viewers, prompting them to recall the product, discuss it, or take action, it demonstrates a strong impact impression. This metric is crucial for advertisers, as it helps gauge the effectiveness of their campaigns in terms of engagement and recall. Thus, impression goes beyond just awareness; it assesses how well an advertisement connects with the audience and encourages a response. Understanding impact impression allows advertisers to refine their strategies, ensuring that their messages leave a lasting, meaningful effect on consumers.