Examlex
The two basic measures of advertising impact used in the industry are:
Learning
The process through which experience or practice results in a relatively permanent change in behavior or potential behavior.
Conditioning
A process of behavior modification in which a subject comes to respond in a desired manner to a previously neutral stimulus, by associating it with a stimulus that elicits an automatic response.
Classical Conditioning
A learning process that occurs when two stimuli are repeatedly paired together; a response that is at first elicited by the second stimulus is eventually elicited by the first stimulus alone.
Operant Conditioning
A learning process where the strength of a behavior is modified by reinforcement or punishment.
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