The Relationship Between Brand Usage and Advertising Tracking Measurements: International Findings.

Research often explores the impact that advertising has on consumers. What it does far less, however, is explore the impact of what's already in consumers' minds on advertising.

The Relationship between Brand Usage and Advertising Tracking Measurements: International Findings

Butch RiceResearch Surveys (Pty) Ltd.

Richard BennettMarket Facts of Canada, Ltd.

Every advertiser wants to know whether its advertising is producing results....