Ad Tracking - Methodology

Methodology

Today, most ad tracking studies are conducted via the Internet. Some ad tracking studies are conducted continuously and others are conducted at specific points in time (typically before the advertising appears in market, and then again after the advertising has been running for some period of time). The two approaches use different types of analyses, although both start by measuring advertising awareness. Typically, the respondent is either shown a brief portion of a commercial, or a few memorable still images from the TV ad. Other media typically are cued using either branded or de-branded visual of the ad. Then, respondents answer three significant questions.

  1. Do you recognize this ad? (recognition measure)
  2. Please type in the sponsor of this ad. (unaided awareness measure)
  3. Please choose from the following list, the sponsor of this ad. (aided awareness measure)

The continuous tracking design analyzes advertising awareness over time, in relation to ad spending; separately, this design tracks brand awareness, and then develops indices of effectiveness based on the strength of the correlations between ad spending and brand awareness.

The most popular alternate approach to the continuous tracking design is the Communicus System longitudinal design, in which the same people are interviewed at two points in time. Changes in brand measures (for example, brand purchasing and future purchase intentions) exhibited among those who have seen the advertising are compared to the changes in brand measures that occurred among those unaware of advertising. By means of this method, the researchers can isolate those marketplace changes that were produced by advertising versus those that would have occurred without advertising.

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