Ad tracking, also known as post-testing or ad effectiveness tracking is continuous 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).
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 provide an accurate rear-view mirror look at the marketplace and how it was affected by the advertiser’s marketing messages and decisions. (Young, p. 191)
For example, with an Internet study, the respondent can be shown a few memorable, de-branded still images from the TV ad or a de-branded version of a print or Internet ad and then answer three significant questions.
A telephone survey does not allow for visuals. Verbal descriptions are very difficult to provide for mural ads or for a campaign that has several ads featuring the same character(s) in the same situation with only slight changes. Telephone is not considered a flexible enough methodology to be used in all situations.
Simple steps to track that ad campaign; Deborah Bonello looks at the burgeoning UK industry forming around ad tracking.(Industry Trend or Event)
Oct 21, 1999; With online advertising being such big business these days, advertisers and media agencies are demanding a large amount of...