Monitoring advertising performance: Innovation in analytical techniques?

William Blyth

Argues that, while data collection techniques have advanced considerably, analytical methods and models have hardly advanced at all.

Innovation in Analytical Techniques?

Monitoring Advertising Performance

Bill BlythAudits of Great Britain

The premise underlying this seminar is that there is a 'new' generation of tracking studies, which are meaningfully contributing to the monitoring of advertising performance. Accepting that the objectives of advertising are generally more complex than can simply be expressed in sales, we are concerned to discuss whether the so-called 'new' generation of tracking studies enable us to get better understanding/quantification of the role of advertising in the overall marketing mix.

Superficially there is a large amount of activity in the market-place, and the effects on...

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