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In marketing and communications, impact refers to the purportedly meaningful results of a public good campaign or program. 

It’s meant to distinguish the value of such activities from “income” and other purely monetary measures, ie., revenue, profit, etc.

Thus, a philanthropic org commissions “impact studies”.

In advertising, impact is…

“That quality in an advertisement which strikes suddenly against the reader’s indifference and enlivens his mind to receive a sales message”
– Raymond Rubicam 

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