Subject Index
 

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 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 addresses the tracking of advertising and marketing communications. It outlines the history and uses of tracking; what is actually measured; ad exposure; brand measures; benchmarks and obje ...

All marketing problems are particular. Yet marketers often rely on models of consumer behaviour that assume all markets are the same. Although the appeal of such models is understandable, they can be ...

Nigel Hollis, global strategic planning director for Millward Brown, recognises that tracking studies are at a crossroads. For though their basic purpose and value are clear, their quality is becomin ...

Accountability is management's new mantra. The challenge comes from the fact that currently each discipline within the marketing communications plan is measured differently, so there can be no composi ...

One of the on-going frustrations marketers have expressed about brand tracking research is “given these results, what action should I take?” In part, this frustration stems from the inability to predi ...

The authors of this paper review the weaknesses of traditional econometric tracking in the area of marketing communications. The introduce a cognitive tracking technique which they assert improves the ...

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 ...

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 ...

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 ...

What happens to a brand's equity built through one Line of business - Coffee Shops - when the brand is extended to products sold through other outlets, like supermarkets? Do those reached and affected ...

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 ...

Collecting regular in-depth information can be exploited better to make tracking useful. The concept of need.states is explained and illustrated and its implications for study design are discussed. Th ...

The article explains how to use targets and norms in tracking and argues that developing brand-specific benchmarks gets real value. 'Good' results of a campaign are judged by their relative merits - r ...

Examines how tracking studies are used and suggests that a long-term brand-based approach has greater value. Tracking (which, in the US, includes sales effects) gives consumer insights. But overrelian ...

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a refle ...

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 ...

Describes a new approach, using the Internet, to model the evolution of brands in consumers' minds, as a route to designing successful campaigns. Advertising effectiveness, it is proposed, can be mode ...

Quaker Oats conducts a side–by–side comparative study to assess the feasibility of converting a Rice Cake tracker study from mall to online with positive results.

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media ...

Discusses how news coverage fits in with other marketing communications. AT&T's Ad.Visor Advertising Effectiveness Study, which segments according to loyalty, is described. Score improvements on this ...

While many American researchers hold strongly to the belief that advertising works by changing brand imagery/attitudes, there is a minority opinion that believes that in established categories, advert ...

New evidence presented of the benefits associated with TV sponsorship of the Olympic Games, based on a series of research studies by NBC Research since the 1998 Games. A model used to analyse the data ...

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 ...

Argues for, and illustrates with examples, the importance of research and advertising working together in an agreed integrated strategic framework. The problem with pre-packaged testing and tracking s ...

This paper shows how the Viewer Response Profile was used as the basis for copy pre-testing in a theatre environment for a sponsorship commercial. It then shows how the results of the pre-test were pr ...

Describes BrandVision, a research technique based upon the Conversion Model. This uses four questions (involvement in the category, satisfaction with brands used, disposition towards competitors, and ...

Consumer liking of an ad does not cause noting, neither does noting cause liking. Usage causes both. Moreover many advertising models work in a linear way by pushing consumers up a hierarchical ladde ...