Advertising Tracking Market Research?
Measuring the appeal and power of advertising in terms of its effects on awareness, perceptions, consideration and usage. Given the expensive nature of advertising and its pivotal role in driving brand strategy, accurate monitoring of a campaign’s potency over time is an important task for market research. Tracking usually involve quantitative interviews, which initially focus on top-of-mind awareness as many believe this the most important role of advertising – abiding by the simple truth that if a brand can’t be remembered it can’t be bought. Appeal is increasingly tested using implicit techniques that aim to mimic real-life consumption of media. After this more detailed reactions are sought. Bigger brands track advertising on a continual basis, while smaller ones tend to organise waves of research around key campaign periods.
What is advertising tracking?