Awareness tracking

Peter Bowman

Discusses what we now know about advertising awareness tracking, and raises some questions: does awareness tracking now have currency status? Particular points discussed include: whether there is any relationship between awareness and sales (reference to Millward Brown evidence); whether awareness findings are robust (evidence from Millward Brown, Impact, Carat); whether there is a consistent and stable set of measures (reference to Millward Brown's Awareness Index (AI) and FORCE score (the First OTS Response Created by the Execution), also Impact and Carat's CRAM model); whether all GRPs are the same; how we can build in decay rates; allowance for demographics; whether we can discriminate between campaigns; whether we have a currency for all media; how advertising really works (general acceptance of the idea of diminishing returns after the first exposure, and the implications for campaign scheduling); support for the full-service principle; and that awareness tracking does not replace the existing audience currency.

Awareness tracking

Peter Bowman, WCRS, asks if awareness measures now have currency status

Peter Bowman MEDIA PEOPLE, like their colleagues in other fields, keep wondering whether, in true X-Files fashion, the Truth Is Out There, when it comes to media planning and research. This was a major issue addressed by the MRG's Issues '96 conference last July. The alien incursion that seeks to provide the Truth comes in the form of ad awareness tracking studies that both provide truths and make them widely and commercially available. For example, Millward Brown has sought to extend its considerable influence...

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