Definition
Resonance refers to how well an advertisement aligns with the media context and audience. By this measure, which takes context into account, not all impressions are alike. Some make more impact than others because they resonate more with consumers in the media context. [1]
Procter & Gamble Co. helped popularize this in its 4Rs multicultural marketing framework. In a 2022 speech, P&G Chief Brand Officer Marc Pritchard noted a study by the ANA’s Alliance for Multicultural Marketing that showed a 17% to 38% sales lift and a 46% to 52% increase in trust when resonant ads are placed on media programming that resonate with each ethnicity. [1]
See Also
Advertising media
Exposure
Media equivalency
References
- Jack Neff, “Measurement glossary—what marketers and agencies need to know,” Ad Age, May 21,2025; https://adage.com/media/measurement/aa-measurement-glossary/