Advertising tracking for retailers: helping retailers assess advertising performance

Abstract

Retailers are increasingly turning towards using advertising to affect long-term image. Thus measuring short-term sales increases or decreases is no real indicator of whether the advertising works or not as intended. This paper describes a consumer monitoring system designed to measure the effectiveness of advertising campaigns in a systematic manner. In particular, it highlights a methodology that models the effect, the image movement, as well as the intermediate variables advertising awareness and communication.