adnorm

plural adnorms

1. businessAn established baseline benchmark or performance averages used by marketers to evaluate the effectiveness of an advertisement, commercial, or campaign.

   Some organizations also furnish adnorms, i.e. the average scores for each product class for the year, and separately for men and women for each magazine [...]

   1983, Hotler, Shaw, Fitzroy, Chandler, Marketing in Australia, page 429

   2 more examples

   Companies specializing in this kind of analysis, such as Daniel Starch in the USA, also provide 'adnorms' showing the average scores for each product category for the year. This information enabled advertisers to compare their advertisement's impact [...]

   2000, Heinz Feneis, Pocket atlas of human anatomy : based on the international nomenclature, page 181

   Collated, these figures did not only show long-term trends in advertising readership, they also allowed to provide statistical averages against which advertising campaigns could be measured. These averages, known as 'Adnorms', were then used by advertising agencies and their clients as targets. [...] 'Adnorms' allowed to compare the 'advertising performance' of a given product advertisement with the averages of all advertisements in the same product category in the same medium.

   2013, The Macromarketing Society, Inc., Schulich Schoo of Business, York University, Proceedings of the 38th Annual Macromarketing Conference