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Effectiveness in marketing refers to the ability of advertising to achieve its intended goals, which can range from increasing brand awareness to driving sales and profit. The concept was popularized by the IPA's effectiveness awards, where businesses are encouraged to set clear objectives, including communications, behavior, and commercial targets. Having well-defined goals ensures marketers can measure whether their strategies are working effectively. For instance, a company might focus solely on brand awareness during the early stages of a campaign, whereas a later phase might shift focus toward sales growth.