The term tracking research, as used here, refers to conducting Internet surveys or telephone interviews among a representative sample of target-audience consumers. This type of research is the ultimate test of advertising effectiveness. The utility of tracking research relies heavily on the choice of interview questions. If the questions fail to address all important areas, the information gathered will not help the company improve the effectiveness of its advertising. The creation and maintenance of brand awareness, whether aided or unaided, is one of the most fundamental and most valuable goals of media advertising.
Advertising can be effective if it does nothing more than create brand awareness.
These measures tend to be diagnostic measures, helping to indicate if the changes in brand awareness or market share are advertising related. For example, if brand awareness among consumers increases with advertising awareness, then one can reasonably assume that the advertising is having positive effects. However, if brand awareness increases while advertising awareness decreases, then one would suspect that the advertising might not be responsible for improving brand awareness. Advertising Message Recall. Advertising message recall is measured by an open-ended question, to which respondents give unaided, spontaneous answers.