Advertising Tracking Studies: Packaged-Goods Case Histories

Although technology has created new methods of advertising research, traditional tracking studies remain a viable way to monitor ad effectiveness. Three case histories illustrate the need for actionable advertising tracking studies to be pragmatic, flexible, and representative of the consumer perspective. In the first case, where a new dessert product was being test marketed, tracking research contradicted increasing sales. A booster sample revealed that only one group of consumers supported the product. As a result, the company saved millions of dollars that otherwise would have been spent launching an unsuccessful product. In the 2nd history, the tracking research's continuity over a period of years led to refinements in a children's ad program. The feedback provided by the research guided the campaign over 5 years. The 3rd case history tested ethnic advertising, which required adjustments to normal tracking procedures. Control was increased to improve the research and to maintain high quality. The histories suggest that sales data by themselves do not represent the consumer's perspective.