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
This sequence in which topics are covered minimizes the incidence of order effects and biases. Unaided brand awareness comes first because succeeding questions make respondents aware of brands they might not have otherwise known. Similarly questions pertaining to brand image should come before exposing respondents to any advertising content.
Brand and advertising awareness are measures that gauge the extent to which the advertisement registers in people’s minds. Respondents’ purchase behaviour is measured in terms of trial, consideration and current usage.
In typical tracking studies image attributes ratings are plotted vis-à-vis campaigns in the manner depicted in Exhibit 23.4. This highlights the impact of individual campaigns on respondents’ perceptions. In this example notice how Campaign 2 has a marked impact on the image of the detergent brand, particularly on the attribute removes stains.
Details about how awareness is measured are covered later in the section Branded Memorability. The way brand image is tracked and analysed was covered in some detail in Chapter Brand Sensing.
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