This type of research is the ultimate acid test of effectiveness. The Essentials of a Tracking Questionnaire 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 by them will not help the company improve the effectiveness of its advertising. A will-designed advertising tracking questionnaire should include the following essential measurements. 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 marketshare are advertising related. For example, if brand awareness among consumer 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 the improving brand awareness. Advertising Message Recall. Advertising message recall is measured by an open-ended question, to which respondents give unaided, spontaneous answers.