Brand Tracking & Advertising Tracking

The Brand tracking and Advertising effectiveness concept goes much deeper than establishing whether respondents are ‘aware’ of the brand or advertisement, or if it is simply ‘liked’. This is because a liked advert is not necessarily an effective one (and vice versa), nor does awareness always have a direct correlation to actual purchase behaviour.  Some argue that mental awareness and physical availablity are the key.  This is common sense but many factors play into the building mental awareness.

It is a contentious issue to define what it means for an advertisement to be effective. Although different circles may debate the finer points, most will agree that for an advertisement to be effective, the following conditions must be fulfilled:

Traditional brand and advertising tracking methodologies have typically focused on measures such as:

While all these measures are important, they typically measure the impact of advertising on short-term, conscious memory. These measures tend to be high when advertising spend is high, and low when advertising spend is low. Effective advertising goes beyond short-term memory to influence buyer behaviour long after an advertising campaign has concluded. Effective brand and advertising tracking must go beyond just measuring short-term memory. Optimal approaches to tracking measure long-term memory which includes key factors like:

At newfocus we keep track of how a company is doing in the marketplace relative to a defined point of differentiation.