Kendra_Ch18

Tracking Studies

Tracking studies is tracking the effects of the ad campaign by taking measurements at regular intervals. Tracking studies have been used to measure the effects of advertising on awareness, recall, interest, and attitudes toward the ad and/or brand as well as purchase intentions. The major advantage of tracking studies is that they can be tailored to each specific campaign and/or situation. The link I provided goes into more details about tracking studies.

http://smallbusiness.chron.com/tracking-studies-marketing-65089.html