Facts from Tracking Studies and Old Advertising Chestnuts
Tracking studies are very simple things. They consist of graphs wiggly lines representing answers to questions over time, with other graphs below showing the precise timing and weight of the media expenditure, so that we can see at a glance what advertising caused what effects. The only complexity is with ad awareness where we can use mathematical methods to determine whether the wiggles in response to bursts of advertising are big wiggles or little wiggles in relation to media expenditure. There is absolutely no need to understand the mathematics the awareness index is a measure of the efficiency of the ad in generating upward movements on the ad awareness line.