Advertising and marketing are areas of significant expenditure and companies need to evaluate the returns they get from them. But precise evaluation is difficult. There are problems in deciding what variables to measure and how to define them, and a related set of problems in disentangling the different variables - many outside our control - which may explain the effects.

Tracking surveys are one set of tools from a number available for this purpose. However, they are subject to criticism and, in some quarters, suspicion. What grounds are there for this, bearing in mind that tracking results depend on what answers consumers are able to give to our specific questions? What can, and what can't, tracking surveys do for advertisements and brands? And, of the many approaches to tracking available, which are right for your advertising and your brand?

Tracking Advertising and Monitoring Brands provides advertisers and agencies with answers to these important questions. It examines in detail the importance of tracking and explains why behavioural measures of advertising effectiveness (for example, sales) are not always enough. The monograph also includes an in-depth review of the different methods of measurement available, to help advertisers design the most effective tracking research for their brands.

Specially commissioned by Admap and written by Colin McDonald, an expert in advertising evaluation, Tracking Advertising and Monitoring Brands will equip you with the information and arguments you need to more accurately evaluate the effectiveness of your marketing expenditure.