The characteristic feature of ad & brand tracking studies is the evaluation via several measuring points with mostly constant content. While ad hoc studies only show the status quo, tracking studies provide a dynamic situation report taking current market conditions into account. This allows trends and developments to be shown over time and thus makes a significant contribution to strategic and operational brand management as well as the efficiency control of all communication activities. Ad & brand tracking studies are an essential part of any integrated and comprehensive marketing controlling.
Target.
Central tasks of ad & brand tracking studies are a detailed efficiency and effectiveness assessment of all marketing activities and their influence on the brand positioning. In addition to the evaluation of recall and recognition as well as a continuous measurement of brand noise, the review of all image dimensions of the brand perception are also core contents of these evaluation series. In the broadest sense, ad and brand tracking studies are an important control instrument in modern brand management.
Possible insights
- Unaided and aided brand awareness
- Unaided and aided advertising awareness
- Perceived advertising forms and contents
- Main advertising message
- Understanding of the advertising message
- Credibility of the advertising message
- Uniqueness in the advertising environment
- Slogan recall and allocation
- Spontaneous associations with the brand
- Familiarity with the brand
- Detailed brand rating
- Brand attractiveness
- Brand loyalty
- Uniqueness of the brand
- Brand strength in a competitive environment
- Recommendation