Tracking Studies
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- Static measurements at specific points in time
- Measures impact of a single campaign or promotion
- Continuous measurement of brand and category over time
- Can alter measures as needed
- Can insert measures of special issues, for quick learning
- Creates trend lines to align with ad and promo spending
- Regression modeling to understand drivers of change
- Continuous tracking can be more accurate:
Objective:
To gauge the performance of specific ad executions under real-world conditions:
- How impactful have individual executions been?
- How efficient has each execution proven to be? (Level of recognition achieved vs. dollars spent behind the execution)
- How well-branded has each execution been–or is it only remembered as a generic ad?
- How effective are our ads compared to specific competitive ads?
- What impact have individual ads had on specific brand perceptions?
- Has a mix of ads and/or media had a synergistic impact on brand awareness or perceptions?
- What actual reach and frequency have individual ads or a campaign achieved?
- Have individual executions worn out?
Data Collected:
- Ad recognition
- Brand recognition
- Number of times seen ad
- Desire to see ad again
- Brand awareness
- Brand appeal and image ratings
Analysis:
- Exposed vs. unexposed to individual ads
- Exposure to campaign vs. single execution
- Single vs. multiple ad exposures
- Exposure to campaign in single vs. multiple media
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