Ad tracking, also known as post-testing or ad effectiveness tracking is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition.
Depending on the speed of the purchase cycle in the category, tracking can be done continuously (a few interviews every week) or it can be “pulsed,” with interviews conducted in widely spaced waves (ex. every three or six months). Interviews can either be conducted with separate, matched samples of consumers, or with a single (longitudinal) panel that is interviewed over time.
Since the researcher has information on when the ads launched, the length of each advertising flight, the dollars spent, and when the interviews were conducted, the results of ad tracking can provide information on the effects of advertising.
... message recall Aided advertising message recall Aided commercial recall Ad wear out Promotion awareness and usage Market segment characteristics Media habits Lifestyle/Psychographics Demographics ...
Famous quotes containing the word tracking:
“Such is the art of writing as Dreiser understands it and practices itan endless piling up of minutiae, an almost ferocious tracking down of ions, electrons and molecules, an unshakable determination to tell it all. One is amazed by the mole-like diligence of the man, and no less by his exasperating disregard for the ease of his readers.”
—H.L. (Henry Lewis)