How to use targets and norms in advertising tracking

Marilyn Baxter

The article explains how to use targets and norms in tracking and argues that developing brand-specific benchmarks gets real value.

How to Use Targets and Norms in Advertising Tracking

Marilyn Baxter, Hall & Partners, shows how proper target-setting can lead to more effective use of research

Despite the recent vogue for agencies wishing to be accountable for the effects of their advertising, there is nothing more likely to strike fear and loathing into the hearts of ad agency people than the mention of the words ‘targets’ and ‘norms’. So, as an ex-agency planner, and now the chairman of a major advertising research company dependent on the goodwill of my erstwhile colleagues, I am treading on dangerous ground. Yet why...

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