Tracking Questionnaire

Advertising Tracking - brand image rating and GRP

Exhibit 13.5   Image tracking for a detergent brand — 4-weekly moving average.

A typical tracking study covers the following aspects of brands and their advertising:

  1. Brand awareness
  2. Purchase behaviour
  3. Brand image
  4. Advertising awareness
  5. Advertising diagnostics

The sequence in which these topics are covered minimizes order effects and biases. Unaided brand awareness is measured first, followed by questions related to purchase behaviour and brand image before exposing respondents to any advertising content. This approach ensures that preceding questions do not create unintended awareness of brands or advertising that would bias the answers to questions on awareness.

Brand and advertising awareness measure the extent to which advertising registers in people’s minds. Purchase behaviour is measured in terms of trial, consideration, and current usage.

As depicted in Exhibit 13.5, tracking studies typically plot image attribute ratings against campaigns to highlight the impact of individual campaigns on respondents’ perceptions. In the example, it can be clearly seen that Campaign 2 has a marked impact on the image of the detergent brand, particularly on the attribute removes stains.

Further details about how awareness is measured can be found in the section Branded Memorability. The tracking and analysis of brand image are discussed in detail in Volume I, Chapter Brand Sensing.

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