ADVERTISING CAMPAIGN EVALUATION RESEARCH 307Most of the communications eff ect measurements are frequently used in tracking studies ,
in which comparable (random) samples of consumers are asked a standardised set of ques-
tions at regular intervals (e.g. every three months). As a result, the position of a brand and
competing products can be tracked over time, and eff ects of subsequent campaigns can be
assessed. As in all before–aft er measurements, problems of interpretation arise. Th e eff ect
of a campaign cannot always be isolated. A deteriorating image, for instance, may be the
result of, among others, a bad campaign, a price increase, bad publicity, competitors’ actions,
an inappro priate sales promotion campaign or a bad distribution strategy. Furthermore, the
eff ect of advertising campaigns may only become visible aft er some time. Th e performance
of a brand immediately aft er the campaign may therefore underestimate its true impact in
the long run.
Obviously, the ultimate objective of an advertising campaign is to make people buy the
product and eventually to make a (better) profi t. In behaviour tests the relation between
advertising and buying behaviour is studied directly. Various behavioural measures of ad
eff ectiveness can be distinguished, the most obvious ones being sales and market share
evolution. Again, as in all campaign evaluation measurements, it should be noted that
the evolution of market share and sales may be attributable to other marketing mix
instruments than advertising. Th e eff ect of an advertising campaign cannot always be
isolated easily.
Find a store or selling point
Participate in a contest
Entertain myself or relax (watch a movie, clip, etc.)
Buy a product from the advertised line
Buy another product of the brand
Other (please specify: .......................................................)- Following the campaign you just saw, did you do any of the following?
Please tick all options that apply.
Bought the brand in a store
Bought another product of the brand in a store
Bought the brand online
Bought another product of the brand online - How many different people would you say you talked to about this campaign in a positive way?
Almost everyone I know
The majority of my friends, family and acquaintances
Some of my friends, family and acquaintances
One or two people - How many different people would you say you talked to about the brand in a positive way?
Almost everyone I know
The majority of my friends, family and acquaintances
Some of my friends, family and acquaintances
One or two people
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