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

Butch Rice and Richard Bennett

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. In an ideal world, the most convincing demonstration of powerful and effective advertising is an immediate and sizable increase in sales volume. In the real world, we know it is rarely that easy to establish such a clear cause and effect relationship. For that matter, it is even more difficult, if not impossible, to come up with a universally acceptable definition of what is meant...

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