In times of economic tension and falling communication budgets, marketing managers are under increasing pressure. While controlling demands cost savings on the one hand, the increasing pressure of competition on the other hand means that advertising pressure must be kept constantly high. In other words, the efficiency and effectiveness of all communication measures have to be proven earlier which leads to an increase in legitimation pressure.
This need for measurability of all marketing activities includes not only the evaluation of recall and recognition, but also the contribution to image transfer or brand positioning, the evaluation of the purchase or usage intent and also the review of long-term changes in attitudes. The ongoing realization of post tests by using tracking studies turns the rigid measuring instrument into an indispensable controlling tool for the strategic and operational brand management.
- Awareness | impact
- Unaided and aided recall
- Perceived advertising content
- Brand allocation
- Likes and dislikes
- Assignment of characteristics
- Main message
- Comprehensibility of the advertising message
- Credibility of the advertising message
- Uniqueness in the advertising environment
- Brand and product fit
- Attitude and image impact
- Purchase and usage intent