In music, a measure is a unit of time in Western music usually equalling the metric unit length. It represents a regular grouping of beats, a meter, as indicated in musical notation by the time signature. Measures are also called bars, since measures are separated by vertical bars (called bar lines) in musical notation.
In war, a measure is some tactic used by a friend or a foe; an opposing tactic is called a countermeasure; an opposing tactic to a countermeasure can be called a counter countermeasure, etc.