MIND SHARE---AN IMPORTANT OBJECTIVE OF ADVERTISINGOne of the main objectives of advertising and promotion is to establish what is called mind share (or share of mind).When people think of examples of a type or category of product, they think of a limited list (referred to as an evoked set). Any product included in an evoked set has mind share. For example, if you are considering purchasing a college education, you have several thousand colleges to choose from. However your evoked set, those that you will consider, will probably be limited to about ten. Of these ten, the colleges that you are most familiar with will have the greatest proportion of your mind share.Marketers try to maximize their product's share.Mind share can be established to a greater or lesser degree depending on market segment.A similar concept is top of mind. The more easily you remember a brand, the closer it is to your top of mind. This implies that you have not forgotten or buried the information.DOMINANT MIND SHAREA brand may achieve dominant mind share when it is associated with a whole category of products, but has not necessarily become a generic term for these products. For example, Kleenex may sometimes be used to describe any facial tissue product, but retains it status as a proprietary trademark.Other examples include Hoover, which has long been synonymous with vacuum cleaners; Dyson, which subsequently achieved similar status with a more sophisticated model of vacuum cleaner; and the internet search engine provided by Google, from which the term googling was derived to describe the act of on line searching.ETYMOLOGY AND USAGEMedia (the plural of medium) is a truncation of the term media of communication, referring to those organized means of dissemination of fact, opinion, entertainment, and other information, such as newspapers, magazines, cinema films, radio, television, the World Wide Web, billboards, books, CDs, DVDs, videocassettes, computer games and other forms of publishing. Although writers currently differ in their preference for using media in the singular (the media is...) or the plural (the media are...), the former will still incur criticism in some situations.Academic programs for the study of mass