Advertising tracking research monitors the effectiveness of on air advertising. Continuous tracking via interviews conducted throughout the year, is recommended for major brands in FMCG categories that are heavily advertised. Dipsticks however may be appropriate for smaller brands with limited research budgets.
In the past these studies were conducted mainly via telephone or face-to-face interviews. Nowadays online is the most widely used method for data collection.
Millward Brown’s current in-market tracking service is called AdNow (formerly ATP — Advanced Tracking Program) and Ipsos ASI’s service is called BrandGraph (known earlier as Ad*Graph). Ipsos also recently set up Ipsos ASI|digital, a global practice dedicated to online advertising research.
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