Tracking: Awareness tracking

 

Gordon Pincott, global development director at Millward Brown, describes the history of advertising tracking (as conducted by Millward Brown) and the development of the ubiquitous Awareness index (AI) ...

This paper integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies. It demonstrates the power of emotion in marketing, and why it is so powerf ...

This paper is about advertising that works on our emotions without necessarily achieving high levels of attention or recall. We compare the most popular recallbased metric - claimed ad awareness - aga ...

This issue of Best Practice looks at the best-known tools for monitoring and evaluating communication campaigns. It covers the two main uses of tracking studies: measuring exposure to the advertising ...

This paper predicts that an explosion of marketing creativity is on its way, fuelled by advances in neuroscience to help create much more effective, more creative brand messages and the increasing abi ...

Describes what is now known about brain science (neuroscience) and discusses its implications for market and advertising research, especially that `affect’ is important in brand choice and is largely ...

In this article Robert Heath, The Value Creation Company, addresses the evaluation of advertising that influences feelings and emotions. He explains why claimed ad awareness is likely seriously to und ...

This paper is about advertising which works on our emotions without necessarily achieving high levels of attention or recall. We compare the most popular recallbased metric – claimed ad awareness – ag ...

Kate Watts argues that media-neutral planning and integrated communications are the result of a change in the nature of authority structures (deference), and out-dated advertising awareness models - w ...

Bruce Hall contributes to the debate on the significance of low and high involvement processing of advertising messages by suggesting that it is a problem of measurement. This particularly applies in ...

In this final article on advertising research for the third millennium Spike Crampthorne asks readers to consider the approach to advertising research in 1982 and shows that views widely held at the t ...

These are the final comments on the debate between Robert Heath on the one hand and Nigel Hollis and Erik du Plessis on the other on the issue of the significance of high involvement processing (HIP) ...

Robert Heath responds to Millward Brown's critique of his book 'The Hidden Power of Advertising' which appeared in the July 2002 issue of Admap. He reviews his theories on the significance of high i ...

Advertisers seeking to gain a genuine understanding of any category or market need to be able to assess the strength of their own brand and those of their competitors. Successfully comparing brands an ...

Brands are hugely valuable strategic and financial assets, yet the City and the controlling boards of UK plcs are not entirely convinced of the power of strong brands, argues the author. Research amon ...

The outdoor industry has been going through a purple patch recently with a significant number of advertisers switching budgets away from television. Nowadays the average adult spends the same time ou ...

Some criticism has been raised that tracking systems are inefficient (and do not provide the information needed) when making important media strategy and optimisation decisions. 0MD Denmark has been w ...

1998-9 campaign to revitalise Chicken Tonight with launch of a new version. CT, launched in 1993, had declined from top to third position, was seen as bland. New launch of ethnic-derived brand Sizzle ...

Traditional tracking research, in which informants are asked whether they have seen advertising recently on TV, in the press, on posters etc., cannot cope with the proliferation of new media. Millward ...

An emphasis on advertising awareness and advertising diagnostics is no longer sufficient for evaluating the impact of advertising and other marketing communications. The measurement of advertising cam ...

The author draws the important distinction between advertising awareness (as elicited by the question 'Have you seen any advertising for x recently?') - which is a measure of perceived presence - and ...

When measuring sponsorship you need to look at total communications, measure competitive brands and monitor the emotional as well as the rational sides of the brand. Like Julius Caesar, I measured, I ...

ASTAS is an attitudinal measure of STAS-like effects of different campaigns, brands and media. It is developed in the Nordic countries in the absence of ‘real single source data’ and with a media envi ...

There have been many papers written that examine how tracking measures are interpreted, but few about how well the measures themselves work. This paper examines the traditional approach to tracking to ...

Discusses the validity of online research (compared to telephone). Validity in market research is defined as `accuracy' plus `reliability': it is risky to ignore potential sources of error. Two potent ...

Surveys the current state of magazine readership research in the US. Research has moved away from being a tool for publishers to sell against each other towards addressing the key business interests o ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...

Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertisin ...

Stimulus ratings are rating of other people (unlike self ratings). However, sometimes the traits may be more descriptive of the raters rather than the ratees. This could lead to wrong decisions abou ...