What's the use of tracking studies

Tim Broadbent

Examines how tracking studies are used and suggests that a long-term brand-based approach has greater value.

What's the Use of Tracking Studies

Tim Broadbent, RKCR/Y&R examines how tracking studies are used and suggests that a brand-based approach has a greater value

There are no references to advertising research in Claude Hopkins’ 1923 classic, Scientific Advertising. Presumably advertising research did not exist before then or was too marginal to merit a mention. But in the same year, Daniel Starch, an associate professor at Harvard, created what is claimed to be the world’s first research company. In 1932 he launched one of the first tracking studies: a ‘continuing readership research program’ into ad effectiveness in 13...

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