Facts from tracking studies - and old advertising chestnuts

Evidence from many years of Millward-Brown tracking studies casts doubt on the traditional assumptions about how TV advertising works which have been implicitly accepted by the industry, especially that advertisements induce 'attention' and 'desire', and that these are appropriate variables to measure.

Facts from Tracking Studies – and Old Advertising Chestnuts

Gordon Brown Millward Brown

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...

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