John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
The term tracking study implies any survey that is repeated over time so as to provide trend data. Tracking studies in this sense can include repeated surveys on any topic; there is currently a growing market for tracking studies of customer satisfaction, for example. But in an advertising context (and in this chapter), the term refers specifically to a study that “tracks” response to advertising or other marketing activity over time.
Within this broad definition there are many variations of approach. In particular, there is semantic confusion as to what frequency of interviewing or reporting constitutes a tracking study. In the United States this term is still routinely applied to annual surveys. In the United Kingdom, however, many researchers nowadays would automatically expect ...