Ad Tracking / Testing
Ad tracking is a research method that can be conducted on a continual basis after an ad campaign is introduced by a company to not only gauge awareness of the campaign itself, but of the brand overall. The technique aims to monitor ad effectiveness in relaying key brand messaging, prompting product trial and usage, and shaping attitudes about the brand as well as competitors.
How’s it done?
Though not necessary, to ensure accurate results, often times a pre-test may be conducted among customers or the general population to gauge initial awareness and attitudes about the brand or a particular topic at hand prior to the campaign launch. This serves as a useful tool for comparison from pre to post campaign launch. Beyond pre-testing, ad tracking may include customer interviews either continuously throughout the campaign on a weekly or bi-weekly basis, or tracking it’s progression in more widespread level – in waves every few months or so. The success of either method essentially depends on when the campaign launched, how long it has run, and if more dollars were spent on advertising one month versus another.
Ad testing / tracking can be conducted in variety of ways. The most effective method is virtually dependent upon when and where the campaign launched as well as through what mediums. For instance if you are testing a print ad campaign, it may be important to utilize a surveying method online, or through focus groups so that visuals may be provided for ad recall. However, if researching a radio campaign only, the visuals provided online or in groups are not necessary – effective interviews may just as well be achieved through interviews over the telephone.
What can you get out of ad tracking?
Beyond overall ad and brand awareness, ad tracking can provide a company with a multitude of key measures about the brand or a specific product at hand. Such information may include:
- Unaided / aided brand awareness
- Aided brand awareness
- Brand fit
- Future purchase intent
- Price perceptions
- Ad wear out
- Frequency of use
- Unaided / Aided Message recall
- Media habits
For more information about ad tracking, go to
http://www.quirks.com/articles/a2005/20050706.aspx?searchID=17641774&sort=7&pg=1
http://www.quirks.com/articles/a2005/20050402.aspx?searchID=17641774&sort=7&pg=1
http://www.quirks.com/articles/a1999/19990307.aspx?searchID=17647112&sort=7&pg=3
