7. The Derived Measures Message Connect Brand Impact Ad Appeal How much is the ad noticed and appeals How much is the ad understood, related to and convinces How much is the ad contributing in creating brand preference Ad Appeal Index Ad Persuasion Index Brand Impact Index Ad Connect TM Total impact created by the ad among the consumers (ad effectiveness) Ad Connect Quotient Ad Momentux TM Ad Momentum Index Consumer mass generated by the ad for the brand (audience mindshare)