Synovate

Tracking philosophy
Consumers are under pressure from a potentially complex combination of brand communications which if not considered can lead to serious mistakes when evaluating communications impacts and effectiveness. There are therefore some core principles that emerge.

• Prior brand relationships must be taken into account: the effect of communication is modified by existing brand relationships.
• Communications through different channels may have mutually reinforcing effects – or they may ‘pull’ against each other.
• Competitive communications need to be included in the modelling of the impact of any marketing intervention.
• We must account for all sources of brand exposure in study design and interpretation, including brand experiences, word of mouth and other uncontrolled exposure.

1. Few, if any, brand performance systems measure all aspects that contribute to brand success in a holistic way.
2. Many of the measures that are used as indicators of performance, e.g. satisfaction, ad awareness, connect rather poorly with what people actually do.

• Unprompted/prompted brand awareness*
• Unprompted/prompted communications awareness
• Brand noise
• Word of mouth
• Consideration*
• Attitudinal equity (from brand performance and brand involvement)*
• Brand imagery*
• Brand personality
• Barriers*
• Communications recognition across media mix*
• Recall of communications message
• Communications response pattern – to understand how the campaign is working*

Media	Track	Specialise
TV
Press
Radio
Cinema
Posters
Direct mail
Internet
Sponsorship
PR
Ambient

• face-to-face in-home
• face-to-face in street
• face-to-face ADP
• face-to-face bar
• telephone
• internet.